How-to

Here you will find a collection of examples and how-to guides for using PyMC-Marketing MMM and CLV models.

MMMs

• Budget Allocation Risk Assessment with PyMC-Marketing
• Budget Allocation with PyMC-Marketing
• MMM End-to-End Case Study
• Introduction to Understanding Causal Relationships in Media Mix Modeling
• Custom Models with MMM components
• MMMs and Pearl’s ladder of causal inference
• Model Evaluation in PyMC-Marketing
• MMM Example Notebook
• Lift Test Calibration
• Case Study: Unobserved Confounders, ROAS and Lift Tests
• Time-Slice-Cross-Validation and Parameter Stability
• MMM with time-varying media baseline
• MMM with time-varying parameters (TVP)

CLVs

• CLV Quickstart
• BG/NBD Model
• Gamma-gamma Model
• MBG/NBD Model
• Pareto/NBD Model
• Shifted Beta Geometric model with individual customer data

Customer Choice

• Multivariate ITS model for saturated markets
• Multivariate ITS model for unsaturated markets

General

• Model Configuration
• Other NUTS Samplers
• Prior Predictive Modeling