![mmm_data_loading.png](qIAaTqCXWH2N)

Merdian's data loading lets you easily select which columns to use in your model. Control, organic, and non-media columns are very important for building the baseline so that the model can identify the impact of the marketing channels.

With Meridian, you can also choose the KPI to optimize, which can be 'revenue' (e.g., sales) or 'non-revenue' (e.g., conversions). In the case of non-revenue KPIs, you can set a revenue per KPI.

![mmm_model_training.png](XJUwIwmXafkT)

For training, one important aspect of customization is the choice of the priors for the Bayesian optimization.

![mmm_optimization.png](OWaMleUfbhwg)

For budget optimization, the model will explore historical data to maximize either the KPI or the ROI based on the budget consistency. You can set min/max limits on each channel as well as specify a specific budget to target (by default, the historical budget will be used).

Set a low gtol for more precise results, but at the cost of processing time. Batch size can also be used to improve results, depending on your available memory.
