components

Components for media transformation in the MMM model.

Examples

Use custom transformations for media in the MMM model:

from pymc_marketing.mmm.components import SaturationTransformation, WeibullAdstock
from pymc_marketing.mmm import MMM

class InfiniteReturns(SaturationTransformation):
    def function(self, x, b):
        return b * x

    default_priors = {"b": {"dist": "HalfNormal", "kwargs": {"sigma": 1}}}


saturation = InfiniteReturns()
adstock = WeibullAdstock(l_max=15, kind="PDF")

mmm = MMM(
    ...,
    saturation=saturation,
    adstock=adstock,
    adstock_first=True,
)

Modules

pymc_marketing.mmm.components.adstock	Adstock transformations for MMM.
pymc_marketing.mmm.components.base	Base class for adstock and saturation functions used in MMM.
pymc_marketing.mmm.components.saturation	Saturation transformations for the MMM model.