estimate_sigmoid_parameters

pymc_marketing.mmm.utils.estimate_sigmoid_parameters(channel, original_dataframe, contributions, **kwargs)

Estimate the parameters for the sigmoid function using curve fitting.

This function extracts the relevant data for the specified channel from both the original_dataframe and contributions DataArray resulting from the model. It then utilizes scipy’s curve_fit method to find the optimal parameters for an sigmoid function, aiming to minimize the least squares difference between the observed and predicted data.

Parameters:

• channel (str) – The name of the marketing channel for which parameters are to be estimated.

• original_dataframe (Union[pd.DataFrame, Any]) – The original DataFrame containing the channel data.

• contributions (xr.DataArray) – An xarray DataArray containing the contributions data, indexed by channel.

Returns:

The estimated parameters of the extended sigmoid function.

Return type:

List[float]