MMM.plot_direct_contribution_curves

MMM.plot_direct_contribution_curves(show_fit=False, same_axes=False, xlim_max=None, channels=None, quantile_lower=0.05, quantile_upper=0.95)

Plot the direct contribution curves for each marketing channel.

The term “direct” refers to the fact that we plot costs vs immediate returns and we do not take into account the lagged effects of the channels e.g. adstock transformations.

Parameters:

show_fitbool, optional

If True, the function will also plot the curve fit. Defaults to False.

xlim_maxint, optional

The maximum value to be plot on the X-axis. If not provided, the maximum value in the data will be used.

channelsList[str], optional

A list of channels to plot. If not provided, all channels will be plotted.

same_axesbool, optional

If True, all channels will be plotted on the same axes. Defaults to False.

Returns:

plt.Figure

A matplotlib Figure object with the direct contribution curves.