Marketing spend is the amount of money a business or product invests in marketing and advertising activities. The primary purpose of marketing spend in gaming is to acquire new users, so this metric is tightly coupled to New Users in our model. Understanding the impact of increasing or decreasing marketing spend, especially in a particular segment or category, is a key question that can be answered by our ability to create scenarios with different assumptions of future new users down to a segment level, quickly forecast the resulting impact on bookings, and easily compare alternate scenarios against each other.