Explanation

This section provides conceptual explanations of the methodologies and components used within the ammm library.

• Methodology: Overview of the core MMM concepts (Bayesian approach, adstock, saturation).
• Model Components: Deeper dive into baseline, seasonality, media effects, and control variables.
• LOO-CV & Model Checking: Understanding Leave-One-Out Cross-Validation and related metrics (ELPD, p_loo).
• Model Comparison: How ammm compares to other MMM approaches and tools.
• Optimisation Concepts: The theory behind the budget optimisation process.