video1.0<iframe src="https://www.loom.com/embed/d899efc1c91847b399f2e626764e30ab" frameborder="0" width="2016" height="1512" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>15122016Loomhttps://www.loom.com15122016https://cdn.loom.com/sessions/thumbnails/d899efc1c91847b399f2e626764e30ab-4341a9fe90f32512.gif395.237This Loom explains Marathon’s paid media framework and how it sets spending targets using modeled incrementality and contribution margin. It starts with financial guardrails like min and max spend, product COGS baselines, LTV thresholds across first purchase and 90, 180, and 365 days, and MER targets for ecom and total business, then converts these into target DROS for profitable direct response and a brand ROAS based on incremental future growth. The system uses cohort LTV models and incrementality testing, incorporating channel-specific modeling inputs such as Meta incrementality and “revenue from search,” with examples including 0.6 for demand capture retargeting and 0.8 for demand capture broad, plus 0.6 to 1x brand value assumptions. It recalibrates regularly, recommends daily budgets that can be pushed or pulled, and automates budget adjustments oriented around marginal incremental contribution rather than blended ROAS.