# Copyright 2022 - 2025 The PyMC Labs Developers
#
# Licensed under the Apache License, Version 2.0 (the "License");
# you may not use this file except in compliance with the License.
# You may obtain a copy of the License at
#
# http://www.apache.org/licenses/LICENSE-2.0
#
# Unless required by applicable law or agreed to in writing, software
# distributed under the License is distributed on an "AS IS" BASIS,
# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
# See the License for the specific language governing permissions and
# limitations under the License.
"""Additive effects for the multidimensional Marketing Mix Model.
Example of a custom additive effect
--------
1. Custom negative-effect component (added as a MuEffect)
.. code-block:: python
import numpy as np
import pandas as pd
import pymc as pm
from pymc_extras.prior import create_dim_handler
# A simple custom effect that penalizes certain dates/segments with a
# negative-only coefficient. This is not a "control" in the MMM sense, so
# give it a different name/prefix to avoid clashing with built-in controls.
class PenaltyEffect:
'''Example MuEffect that applies a negative coefficient to a user-specified pattern.
'''
def __init__(self, name: str, penalty_provider):
self.name = name
self.penalty_provider = penalty_provider
def create_data(self, mmm):
# Produce penalty values aligned with model dates (and optional extra dims)
dates = pd.to_datetime(mmm.model.coords["date"])
penalty = self.penalty_provider(dates)
pm.Data(f"{self.name}_penalty", penalty, dims=("date", *mmm.dims))
def create_effect(self, mmm):
model = mmm.model
penalty = model[f"{self.name}_penalty"] # dims: (date, *mmm.dims)
# Negative-only coefficient per extra dims, broadcast over date
coef = pm.TruncatedNormal(f"{self.name}_coef", mu=-0.5, sigma=-0.05, lower=-1.0, upper=0.0, dims=mmm.dims)
dim_handler = create_dim_handler(("date", *mmm.dims))
effect = pm.Deterministic(
f"{self.name}_effect_contribution",
dim_handler(coef, mmm.dims) * penalty,
dims=("date", *mmm.dims),
)
return effect # Must have dims ("date", *mmm.dims)
def set_data(self, mmm, model, X):
# Update to future dates during posterior predictive
dates = pd.to_datetime(model.coords["date"])
penalty = self.penalty_provider(dates)
pm.set_data({f"{self.name}_penalty": penalty}, model=model)
Usage
-----
# Example weekend penalty (Sat/Sun = 1, else 0), applied per geo if present
weekend_penalty = PenaltyEffect(
name="brand_penalty",
penalty_provider=lambda dates: pd.Series(dates)
.dt.dayofweek.isin([5, 6])
.astype(float)
.to_numpy()[:, None] # if mmm.dims == ("geo",), broadcast over geo
)
# Build your MMM as usual (with channels, etc.), then add the effect before build/fit:
# mmm = MMM(...)
# mmm.mu_effects.append(weekend_penalty)
# mmm.build_model(X, y)
# mmm.fit(X, y, ...)
# At prediction time, the effect updates itself via set_data.
How it works
------------
- Mu effects follow a simple protocol: ``create_data(mmm)``, ``create_effect(mmm)``,
and ``set_data(mmm, model, X)``.
- During ``MMM.build_model(...)``, each effect’s ``create_data`` is called first to
introduce any needed ``pm.Data``. Then ``create_effect`` must return a tensor with
dims ("date", *mmm.dims) that is added additively to the model mean.
- During posterior predictive, ``set_data`` is called with the cloned PyMC model
and the new coordinates; update any ``pm.Data`` you created using ``pm.set_data``.
Tips for custom components
--------------------------
- Use unique variable prefixes to avoid name clashes with built-in pieces like
controls. Do not call your component "control"; choose a distinct name/prefix.
- Follow the patterns used by the provided effects in this module (e.g.,
`FourierEffect`, `LinearTrendEffect`, `EventAdditiveEffect`):
- In `create_data`, derive and register any required inputs into the model.
- In `create_effect`, construct PyTensor expressions and return a contribution
with dims ("date", *mmm.dims). If you need broadcasting, use
`pymc_extras.prior.create_dim_handler` as shown above.
- In `set_data`, update the data variables when dates/dims change.
"""
from typing import Any, Protocol
import pandas as pd
import pymc as pm
import xarray as xr
from pydantic import BaseModel, InstanceOf
from pymc_extras.prior import create_dim_handler
from pytensor import tensor as pt
from pymc_marketing.mmm.events import EventEffect, days_from_reference
from pymc_marketing.mmm.fourier import FourierBase
from pymc_marketing.mmm.linear_trend import LinearTrend
from pymc_marketing.mmm.utils import create_index
[docs]
class Model(Protocol):
"""Protocol MMM."""
@property
def dims(self) -> tuple[str, ...]:
"""The additional dimensions of the MMM target."""
@property
def model(self) -> pm.Model:
"""The PyMC model."""
[docs]
class MuEffect(Protocol):
"""Protocol for arbitrary additive mu effect."""
[docs]
def create_data(self, mmm: Model) -> None:
"""Create the required data in the model."""
[docs]
def create_effect(self, mmm: Model) -> pt.TensorVariable:
"""Create the additive effect in the model."""
[docs]
def set_data(self, mmm: Model, model: pm.Model, X: xr.Dataset) -> None:
"""Set the data for new predictions."""
[docs]
class FourierEffect:
"""Fourier seasonality additive effect for MMM."""
[docs]
def __init__(self, fourier: FourierBase, date_dim_name: str = "date"):
"""Initialize the Fourier effect.
Parameters
----------
fourier : FourierBase
The FourierBase instance to use for the effect.
date_dim_name : str, optional
The name of the date dimension in the model, by default "date".
"""
self.fourier = fourier
self.date_dim_name: str = date_dim_name
[docs]
def create_data(self, mmm: Model) -> None:
"""Create the required data in the model.
Parameters
----------
mmm : MMM
The MMM model instance
"""
model = mmm.model
# Get dates from model coordinates
dates = pd.to_datetime(model.coords[self.date_dim_name])
# Add weekday data to the model
pm.Data(
f"{self.fourier.prefix}_day",
self.fourier._get_days_in_period(dates).to_numpy(),
dims=self.date_dim_name,
)
[docs]
def create_effect(self, mmm: Model) -> pt.TensorVariable:
"""Create the Fourier effect in the model.
Parameters
----------
mmm : MMM
The MMM model instance
Returns
-------
pt.TensorVariable
The Fourier effect
"""
model = mmm.model
# Apply the Fourier transformation to data
day_data = model[f"{self.fourier.prefix}_day"]
def create_deterministic(x: pt.TensorVariable) -> None:
pm.Deterministic(
f"{self.fourier.prefix}_contribution",
x,
dims=(self.date_dim_name, *self.fourier.prior.dims),
)
fourier_effect = self.fourier.apply(
day_data, result_callback=create_deterministic
)
# Create a deterministic variable for the effect
dims = (dim for dim in mmm.dims if dim in self.fourier.prior.dims)
fourier_dims = (self.date_dim_name, *dims)
fourier_effect_det = pm.Deterministic(
f"{self.fourier.prefix}_effect",
fourier_effect,
dims=fourier_dims,
)
# Handle dimensions for the MMM model
dim_handler = create_dim_handler((self.date_dim_name, *mmm.dims))
return dim_handler(fourier_effect_det, fourier_dims)
[docs]
def set_data(self, mmm: Model, model: pm.Model, X: xr.Dataset) -> None:
"""Set the data for new predictions.
Parameters
----------
mmm : MMM
The MMM model instance
model : pm.Model
The PyMC model
X : xr.Dataset
The dataset for prediction
"""
# Get dates from the new dataset
new_dates = pd.to_datetime(model.coords[self.date_dim_name])
# Update the data
new_data = {
f"{self.fourier.prefix}_day": self.fourier._get_days_in_period(
new_dates
).to_numpy()
}
pm.set_data(new_data=new_data, model=model)
[docs]
class LinearTrendEffect:
"""Wrapper for LinearTrend to use with MMM's MuEffect protocol.
This class adapts the LinearTrend component to be used as an additive effect
in the MMM model.
Parameters
----------
trend : LinearTrend
The LinearTrend instance to wrap.
prefix : str
The prefix to use for variables in the model.
Examples
--------
Out of sample predictions:
.. note::
No new changepoints are used for the out of sample predictions. The trend
effect is linearly extrapolated from the last changepoint.
.. plot::
:include-source: True
:context: reset
import pandas as pd
import numpy as np
import matplotlib.pyplot as plt
import pymc as pm
from pymc_marketing.mmm.linear_trend import LinearTrend
from pymc_marketing.mmm.additive_effect import LinearTrendEffect
seed = sum(map(ord, "LinearTrend out of sample"))
rng = np.random.default_rng(seed)
class MockMMM:
pass
dates = pd.date_range("2025-01-01", periods=52, freq="W")
coords = {"date": dates}
model = pm.Model(coords=coords)
mock_mmm = MockMMM()
mock_mmm.dims = ()
mock_mmm.model = model
effect = LinearTrendEffect(
trend=LinearTrend(n_changepoints=8),
prefix="trend",
)
with mock_mmm.model:
effect.create_data(mock_mmm)
pm.Deterministic(
"effect",
effect.create_effect(mock_mmm),
dims="date",
)
idata = pm.sample_prior_predictive(random_seed=rng)
idata["posterior"] = idata.prior
n_new = 10 + 1
new_dates = pd.date_range(
dates.max(),
periods=n_new,
freq="W",
)
with mock_mmm.model:
mock_mmm.model.set_dim("date", n_new, new_dates)
effect.set_data(mock_mmm, mock_mmm.model, None)
pm.sample_posterior_predictive(
idata,
var_names=["effect"],
random_seed=rng,
extend_inferencedata=True,
)
draw = rng.choice(range(idata.posterior.sizes["draw"]))
sel = dict(chain=0, draw=draw)
before = idata.posterior.effect.sel(sel).to_series()
after = idata.posterior_predictive.effect.sel(sel).to_series()
ax = before.plot(color="C0")
after.plot(color="C0", linestyle="dashed", ax=ax)
plt.show()
"""
[docs]
def __init__(self, trend: LinearTrend, prefix: str, date_dim_name: str = "date"):
self.trend = trend
self.prefix = prefix
self.linear_trend_first_date: pd.Timestamp
self.date_dim_name: str = date_dim_name
[docs]
def create_data(self, mmm: Model) -> None:
"""Create the required data in the model.
Parameters
----------
mmm : MMM
The MMM model instance.
"""
model: pm.Model = mmm.model
# Create time index data (normalized between 0 and 1)
dates = pd.to_datetime(model.coords[self.date_dim_name])
self.linear_trend_first_date = dates[0]
t = (dates - self.linear_trend_first_date).days.astype(float)
pm.Data(f"{self.prefix}_t", t, dims=self.date_dim_name)
[docs]
def create_effect(self, mmm: Model) -> pt.TensorVariable:
"""Create the trend effect in the model.
Parameters
----------
mmm : MMM
The MMM model instance.
Returns
-------
pt.TensorVariable
The trend effect in the model.
"""
model: pm.Model = mmm.model
# Get the time data
t = model[f"{self.prefix}_t"]
t_max = t.max().eval()
t = t / t_max if t_max > 0 else t
# Apply the trend
trend_effect = self.trend.apply(t)
# Create deterministic for the trend effect
trend_dims = (self.date_dim_name, *self.trend.dims) # type: ignore
trend_non_broadcastable_dims = (
self.date_dim_name,
*self.trend.non_broadcastable_dims,
)
trend_effect = pm.Deterministic(
f"{self.prefix}_effect_contribution",
trend_effect[create_index(trend_dims, trend_non_broadcastable_dims)],
dims=trend_non_broadcastable_dims,
)
# Return the trend effect
dim_handler = create_dim_handler((self.date_dim_name, *mmm.dims))
return dim_handler(trend_effect, trend_non_broadcastable_dims)
[docs]
def set_data(self, mmm: Model, model: pm.Model, X: xr.Dataset) -> None:
"""Set the data for new predictions.
Parameters
----------
mmm : MMM
The MMM model instance.
model : pm.Model
The PyMC model.
X : xr.Dataset
The dataset for prediction.
"""
# Create normalized time index for new data
new_dates = pd.to_datetime(model.coords[self.date_dim_name])
t = (new_dates - self.linear_trend_first_date).days.astype(float)
# Update the data
pm.set_data({f"{self.prefix}_t": t}, model=model)
[docs]
class EventAdditiveEffect(BaseModel):
"""Event effect class for the MMM.
Parameters
----------
df_events : pd.DataFrame
The DataFrame containing the event data.
* `name`: name of the event. Used as the model coordinates.
* `start_date`: start date of the event
* `end_date`: end date of the event
prefix : str
The prefix to use for the event effect and associated variables.
effect : EventEffect
The event effect to apply.
reference_date : str
The arbitrary reference date to calculate distance from events in days. Default
is "2025-01-01".
date_dim_name : str
The name of the date dimension in the model. Default is "date".
"""
df_events: InstanceOf[pd.DataFrame]
prefix: str
effect: EventEffect
reference_date: str = "2025-01-01"
date_dim_name: str = "date"
[docs]
def model_post_init(self, context: Any, /) -> None:
"""Post initialization of the model."""
if missing_columns := set(["start_date", "end_date", "name"]).difference(
self.df_events.columns
):
raise ValueError(f"Columns {missing_columns} are missing in df_events.")
self.effect.basis.prefix = self.prefix
@property
def start_dates(self) -> pd.Series:
"""The start dates of the events."""
return pd.to_datetime(self.df_events["start_date"])
@property
def end_dates(self) -> pd.Series:
"""The end dates of the events."""
return pd.to_datetime(self.df_events["end_date"])
[docs]
def create_data(self, mmm: Model) -> None:
"""Create the required data in the model.
Parameters
----------
mmm : MMM
The MMM model instance.
"""
model: pm.Model = mmm.model
model_dates = pd.to_datetime(model.coords[self.date_dim_name])
model.add_coord(self.prefix, self.df_events["name"].to_numpy())
if "days" not in model:
pm.Data(
"days",
days_from_reference(model_dates, self.reference_date),
dims=self.date_dim_name,
)
pm.Data(
f"{self.prefix}_start_diff",
days_from_reference(self.start_dates, self.reference_date),
dims=self.prefix,
)
pm.Data(
f"{self.prefix}_end_diff",
days_from_reference(self.end_dates, self.reference_date),
dims=self.prefix,
)
[docs]
def create_effect(self, mmm: Model) -> pt.TensorVariable:
"""Create the event effect in the model.
Parameters
----------
mmm : MMM
The MMM model instance.
Returns
-------
pt.TensorVariable
The average event effect in the model.
"""
model: pm.Model = mmm.model
start_ref = model["days"][:, None] - model[f"{self.prefix}_start_diff"]
end_ref = model["days"][:, None] - model[f"{self.prefix}_end_diff"]
def create_basis_matrix(start_ref, end_ref):
return pt.where(
(start_ref >= 0) & (end_ref <= 0),
0,
pt.where(pt.abs(start_ref) < pt.abs(end_ref), start_ref, end_ref),
)
X = create_basis_matrix(start_ref, end_ref)
event_effect = self.effect.apply(X, name=self.prefix)
total_effect = pm.Deterministic(
f"{self.prefix}_total_effect",
event_effect.sum(axis=1),
dims=self.date_dim_name,
)
dim_handler = create_dim_handler((self.date_dim_name, *mmm.dims))
return dim_handler(total_effect, self.date_dim_name)
[docs]
def set_data(self, mmm: Model, model: pm.Model, X: xr.Dataset) -> None:
"""Set the data for new predictions."""
new_dates = pd.to_datetime(model.coords[self.date_dim_name])
new_data = {
"days": days_from_reference(new_dates, self.reference_date),
}
pm.set_data(new_data=new_data, model=model)
