How-to Guides

This section provides practical guides for specific tasks using the ammm library.

• Configuration: Detailed guide to setting up the config.yaml file.
• Running the Model: How to execute an MMM run.
• Interpreting Results: Understanding the output files and visualisations.
• Optimisation: Performing budget optimisation and understanding the results.
• Multi-Period Optimization: Planning budgets across multiple time periods with seasonality.
• Event Buildup Modeling: Modeling consumer anticipation effects for events like Black Friday.
• Hypothesis Testing: Testing hypotheses and interpreting uncertainty.
• Cross-Validation: How to set up and run cross-validation checks.
• Prior Calibration: Guidance on setting informative priors.
• Lift Test Calibration: Using lift tests to inform priors or validate results.