How-to# MMMs MMM Example Notebook Budget Allocation with PyMC-Marketing Lift Test Calibration MMM with time-varying parameters (TVP) Load synthetic data Example 1: Yearly seasonality Example 2: Upward trending sales Example 3: Unexpected events Conclusion CLVs CLV Quickstart BG/NBD Model Gamma-gamma Model Pareto/NBD Model Shifted Beta Geometric model with individual customer data General Other NUTS Samplers