Model settings

The Model settings panel allows you to configure how Dema’s MMM optimizes your marketing spend. Access it by clicking the “Model settings” tab in the right sidebar when viewing any MMM configuration.

---

​

Optimization target

The optimization target determines what metric the model optimizes for when calculating recommended spend allocations.

​

Available targets

​

How to change the target

1. Open the Model settings tab in the right sidebar
2. Under Optimization target, select your desired metric
3. The entire view will update to show recommendations optimized for that target

---

​

Budget constraints

Budget constraints set overall limits on the optimization recommendations.

​

Marketing spend limits

​

Performance constraints

---

​

Channel settings (Guardrails)

Guardrails control how much the model can recommend changing spend on each channel. This prevents recommendations that are too aggressive and could disrupt ad platform algorithms.

​

Global guardrails

Global guardrails apply to all channels by default:

​

Channel-specific guardrails

You can override the global guardrails for specific channels that need different treatment:

1. Click the + button next to “Channel specific spend range”
2. Select the channel you want to customize
3. Set custom Max spend decrease and Max spend increase values

​

When to use channel-specific guardrails

• Lock a channel: Set both decrease and increase to 0% to keep spend unchanged
• Allow more flexibility: Increase the range for channels where you’re comfortable with larger swings
• Protect brand campaigns: Set conservative limits for brand search to maintain visibility
• Enable scaling: Allow higher increases for high-performing channels you want to scale

​

Example configurations

---

​

How constraints affect recommendations

The optimizer works within your defined constraints to find the best allocation:

1. Respects all guardrails: No channel will have recommendations outside its allowed range
2. Optimizes within bounds: The model finds the best allocation possible given the constraints
3. Reports missed potential: If constraints prevent reaching optimal allocation, you’ll see the potential profit gap

---

​

Saving your configuration

Model settings are saved as part of your MMM configuration:

1. Make your desired changes to optimization target, constraints, and guardrails
2. Click the Save button to update the current configuration, or Save as copy to create a new configuration
3. Your settings will be preserved for future sessions

You can create multiple MMM configurations with different settings to compare different optimization strategies.

---

​

Best practices

1. Start conservative: Begin with the default ±30% guardrails and tighten only if needed
2. Match business constraints: Set return thresholds that reflect your actual profitability requirements
3. Review certainty indicators: Channels with “Medium” or “Run test” certainty may need tighter guardrails until more data is available
4. Iterate gradually: Make small adjustments to constraints and observe how recommendations change
5. Use channel-specific limits strategically: Lock channels only when you have specific business reasons (e.g., contractual minimums, brand protection)