MMM Case Study from PyData Global

[juanitorduz]

Closes #1014

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📚 Documentation preview 📚: https://pymc-marketing--1044.org.readthedocs.build/en/1044/

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  Files          39       39           
  Lines        4011     4011           
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  Hits         3833     3833           
  Misses        178      178           

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cetagostini commented on 2024-10-07T14:30:21Z
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Nice! I would add a note just to mention that, although good as a business practice or for stakeholder management, you must be careful when adding these constraints because basically, by decreasing flexibility, you risk to not finding the most optimal solution.

For example, the true global minimum in our function might be outside these constraints, especially in cases where we add too many of them.

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cetagostini commented on 2024-10-07T14:30:22Z
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Could we mention how uncertainty increases given the new level of spending? Historically spending around display, for example, was 200K to 250K and we are recommending 350K or so. This is reflected in the posterior uncertainty when estimating the OOS.

ps: We can preface this by mentioning that this risk/best option dynamic will be something that will soon be added to the optimizer.

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cetagostini commented on 2024-10-07T14:30:23Z
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I think it would be interesting to make a comparison with total sales with and without optimization, with their respective intervals. What do you think? It should be relatively simple.