Abstract: Methods, systems, and computer storage media for providing a marketing budget allocation service associated with an optimization and simulation engine in a data analytics system. The marketing budget allocation service is a marketing expenditure optimization service that provides marketing budget allocation intelligence and visualizations based on data analysis and business information (e.g., prior hypothesis input data or scenario input data). The marketing budget allocation service is based on a service pipeline that includes a set of allocation intelligence data processors and operations that are used to generate output that is managed (e.g., visualized, presented, and revised) using a data analytics user interface. In operation, based on analyzing marketing budget allocation data—via an allocation service analytics computation model, marketing budget allocation results data are generated.