Model Specification

This section explains how PanelMMM is defined: the model structure, media transforms, priors, panel dimensions, optional time variation, and calibration hooks.

Pages

• Model Overview - The actual PanelMMM mean structure, scaled-space formulation, and optional components.
• Adstock and Saturation - Supported media transforms, their priors, and the adstock_first composition order.
• Priors and Configuration - Default prior keys, model_config, transform-prior overrides, and directional control priors.
• Time-Varying Parameters - How time_varying_intercept and time_varying_media use SoftPlusHSGP.
• Seasonality and Trends - Built-in yearly seasonality plus custom Fourier, trend, and event effects.
• Panel Dimensions - How dims change the shape of the data and parameters.
• Calibration - Lift-test and cost-per-target calibration for a built model.