google-meridian 1.0.9__py3-none-any.whl → 1.1.1__py3-none-any.whl

meridian/analysis/test_utils.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.
@@ -1515,13 +1515,13 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
         [
             1.991e02,
             5.116e02,
-            5.190e01,
+            5.191e01,
             6.623e02,
             1.969e02,
-            -7.194e05,
-            -1.927e04,
-            -1.809e03,
-            -3.006e04,
+            -2.250e05,
+            1.676e04,
+            1.058e04,
+            -4.475e03,
         ],
         [
             1.980e02,
@@ -1529,10 +1529,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             5.190e01,
             6.690e02,
             1.947e02,
-            -7.001e05,
-            -1.915e04,
-            -1.729e03,
-            -2.933e04,
+            -2.190e05,
+            1.669e04,
+            1.005e04,
+            -4.375e03,
         ],
         [
             1.984e02,
@@ -1540,10 +1540,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             5.186e01,
             6.678e02,
             1.950e02,
-            -7.005e05,
-            -1.901e04,
-            -1.737e03,
-            -3.111e04,
+            -2.191e05,
+            1.654e04,
+            1.011e04,
+            -4.644e03,
         ],
         [
             1.984e02,
@@ -1551,10 +1551,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             5.193e01,
             6.658e02,
             1.899e02,
-            -6.618e05,
-            -1.831e04,
-            -1.688e03,
-            -2.833e04,
+            -2.070e05,
+            1.575e04,
+            9.798e03,
+            -4.228e03,
         ],
         [
             1.980e02,
@@ -1562,10 +1562,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             5.196e01,
             6.697e02,
             1.898e02,
-            -6.748e05,
-            -1.849e04,
-            -1.660e03,
-            -3.077e04,
+            -2.111e05,
+            1.595e04,
+            9.621e03,
+            -4.596e03,
         ],
         [
             1.960e02,
@@ -1573,10 +1573,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             5.181e01,
             6.764e02,
             1.999e02,
-            -6.882e05,
-            -1.859e04,
-            -1.622e03,
-            -2.499e04,
+            -2.153e05,
+            1.596e04,
+            9.384e03,
+            -3.718e03,
         ],
         [
             1.988e02,
@@ -1584,10 +1584,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             5.180e01,
             6.780e02,
             1.979e02,
-            -6.667e05,
-            -1.809e04,
-            -1.600e03,
-            -2.555e04,
+            -2.085e05,
+            1.539e04,
+            9.246e03,
+            -3.802e03,
         ],
         [
             1.991e02,
@@ -1595,10 +1595,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             5.174e01,
             6.698e02,
             1.972e02,
-            -5.978e05,
-            -1.809e04,
-            -1.589e03,
-            -2.782e04,
+            -1.870e05,
+            1.525e04,
+            9.182e03,
+            -4.143e03,
         ],
         [
             1.986e02,
@@ -1606,10 +1606,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             5.175e01,
             6.669e02,
             1.948e02,
-            -6.080e05,
-            -1.806e04,
-            -1.619e03,
-            -2.830e04,
+            -1.902e05,
+            1.520e04,
+            9.380e03,
+            -4.212e03,
         ],
         [
             1.986e02,
@@ -1617,10 +1617,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             5.178e01,
             6.670e02,
             1.965e02,
-            -6.241e05,
-            -1.795e04,
-            -1.663e03,
-            -2.348e04,
+            -1.952e05,
+            1.512e04,
+            9.660e03,
+            -3.480e03,
         ],
     ],
     [
@@ -1630,10 +1630,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             2.222e02,
             2.692e02,
             1.240e02,
-            -6.622e05,
-            -3.899e04,
-            3.034e03,
-            -1.467e05,
+            -2.072e05,
+            4.133e04,
+            -2.037e04,
+            -2.202e04,
         ],
         [
             1.432e03,
@@ -1641,10 +1641,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             2.231e02,
             2.683e02,
             1.240e02,
-            -6.727e05,
-            -3.886e04,
-            3.040e03,
-            -1.444e05,
+            -2.105e05,
+            4.117e04,
+            -2.041e04,
+            -2.168e04,
         ],
         [
             1.430e03,
@@ -1652,10 +1652,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             2.248e02,
             2.675e02,
             1.235e02,
-            -6.444e05,
-            -3.858e04,
-            3.023e03,
-            -1.387e05,
+            -2.016e05,
+            4.092e04,
+            -2.030e04,
+            -2.085e04,
         ],
         [
             1.436e03,
@@ -1663,10 +1663,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             2.231e02,
             2.667e02,
             1.244e02,
-            -6.301e05,
-            -3.852e04,
-            3.006e03,
-            -1.275e05,
+            -1.972e05,
+            4.087e04,
+            -2.019e04,
+            -1.921e04,
         ],
         [
             1.447e03,
@@ -1674,10 +1674,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             2.226e02,
             2.650e02,
             1.254e02,
-            -5.698e05,
-            -3.717e04,
-            2.969e03,
-            -1.106e05,
+            -1.783e05,
+            3.951e04,
+            -1.994e04,
+            -1.672e04,
         ],
         [
             1.430e03,
@@ -1685,10 +1685,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             2.232e02,
             2.641e02,
             1.254e02,
-            -5.759e05,
-            -3.911e04,
-            2.974e03,
-            -1.045e05,
+            -1.802e05,
+            4.147e04,
+            -1.998e04,
+            -1.571e04,
         ],
         [
             1.457e03,
@@ -1696,10 +1696,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             2.258e02,
             2.621e02,
             1.247e02,
-            -5.770e05,
-            -3.842e04,
-            3.002e03,
-            -9.320e04,
+            -1.805e05,
+            4.070e04,
+            -2.015e04,
+            -1.398e04,
         ],
         [
             1.456e03,
@@ -1707,10 +1707,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             2.276e02,
             2.646e02,
             1.246e02,
-            -5.637e05,
-            -3.962e04,
-            2.988e03,
-            -8.621e04,
+            -1.764e05,
+            4.198e04,
+            -2.006e04,
+            -1.299e04,
         ],
         [
             1.484e03,
@@ -1718,10 +1718,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             2.252e02,
             2.668e02,
             1.241e02,
-            -5.527e05,
-            -4.099e04,
-            2.969e03,
-            -8.990e04,
+            -1.729e05,
+            4.340e04,
+            -1.995e04,
+            -1.352e04,
         ],
         [
             1.475e03,
@@ -1729,10 +1729,10 @@ INC_OUTCOME_NON_MEDIA_FIXED = np.array([
             2.238e02,
             2.669e02,
             1.244e02,
-            -5.546e05,
-            -4.105e04,
-            2.999e03,
-            -8.896e04,
+            -1.735e05,
+            4.349e04,
+            -2.014e04,
+            -1.338e04,
         ],
     ],
 ])

meridian/analysis/visualizer.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.
@@ -1405,7 +1405,7 @@ class MediaSummary:
       confidence_level: float = c.DEFAULT_CONFIDENCE_LEVEL,
       selected_times: Sequence[str] | None = None,
       marginal_roi_by_reach: bool = True,
-      non_media_baseline_values: Sequence[str | float] | None = None,
+      non_media_baseline_values: Sequence[float] | None = None,
   ):
     """Initializes the media summary metrics based on the model data and params.
 
@@ -1420,13 +1420,11 @@ class MediaSummary:
         next dollar spent only impacts reach, holding frequency constant.  If
         this argument is False, we assume the next dollar spent only impacts
         frequency, holding reach constant.
-      non_media_baseline_values: Optional list of shape (n_non_media_channels,).
-        Each element is either a float (which means that the fixed value will be
-        used as baseline for the given channel) or one of the strings "min" or
-        "max" (which mean that the global minimum or maximum value will be used
-        as baseline for the values of the given non_media treatment channel). If
-        None, the minimum value is used as baseline for each non_media treatment
-        channel.
+      non_media_baseline_values: Optional list of shape
+        `(n_non_media_channels,)`. Each element is a float denoting the fixed
+        value which will be used as baseline for the given channel. If `None`,
+        the values defined with `ModelSpec.non_media_baseline_values`
+        will be used.
     """
     self._meridian = meridian
     self._analyzer = analyzer.Analyzer(meridian)
@@ -1495,8 +1493,7 @@ class MediaSummary:
     Returns:
       An `xarray.Dataset` containing the following:
         - **Coordinates:** `channel`, `metric` (`mean`, `median`, `ci_lo`,
-        `ci_hi`),
-          `distribution` (`prior`, `posterior`)
+          `ci_hi`), `distribution` (`prior`, `posterior`)
         - **Data variables:** `incremental_outcome`, `pct_of_contribution`,
           `effectiveness`.
     """
@@ -1629,7 +1626,7 @@ class MediaSummary:
       confidence_level: float | None = None,
       selected_times: Sequence[str] | None = None,
       marginal_roi_by_reach: bool = True,
-      non_media_baseline_values: Sequence[str | float] | None = None,
+      non_media_baseline_values: Sequence[float] | None = None,
   ):
     """Runs the computation for the media summary metrics with new parameters.
 
@@ -1644,13 +1641,11 @@ class MediaSummary:
         dollar spent only impacts reach, holding frequency constant. If `False`,
         the assumption is the next dollar spent only impacts frequency, holding
         reach constant.
-      non_media_baseline_values: Optional list of shape (n_non_media_channels,).
-        Each element is either a float (which means that the fixed value will be
-        used as baseline for the given channel) or one of the strings "min" or
-        "max" (which mean that the global minimum or maximum value will be used
-        as baseline for the values of the given non_media treatment channel). If
-        None, the minimum value is used as baseline for each non_media treatment
-        channel.
+      non_media_baseline_values: Optional list of shape
+        `(n_non_media_channels,)`. Each element is a float denoting the fixed
+        value which will be used as baseline for the given channel. If `None`,
+        the values defined with `ModelSpec.non_media_baseline_values`
+        will be used.
     """
     self._confidence_level = confidence_level or self._confidence_level
     self._selected_times = selected_times

meridian/constants.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.
@@ -72,10 +72,10 @@ REVENUE = 'revenue'
 NON_REVENUE = 'non_revenue'
 REQUIRED_INPUT_DATA_ARRAY_NAMES = (
     KPI,
-    CONTROLS,
     POPULATION,
 )
 OPTIONAL_INPUT_DATA_ARRAY_NAMES = (
+    CONTROLS,
     REVENUE_PER_KPI,
     ORGANIC_MEDIA,
     ORGANIC_REACH,
@@ -148,7 +148,6 @@ REQUIRED_INPUT_DATA_COORD_NAMES = (
     GEO,
     TIME,
     MEDIA_TIME,
-    CONTROL_VARIABLE,
 )
 NON_PAID_MEDIA_INPUT_DATA_COORD_NAMES = (
     ORGANIC_MEDIA_CHANNEL,
@@ -159,6 +158,7 @@ MEDIA_INPUT_DATA_COORD_NAMES = (MEDIA_CHANNEL,)
 RF_INPUT_DATA_COORD_NAMES = (RF_CHANNEL,)
 POSSIBLE_INPUT_DATA_COORD_NAMES = (
     REQUIRED_INPUT_DATA_COORD_NAMES
+    + (CONTROL_VARIABLE,)
     + NON_PAID_MEDIA_INPUT_DATA_COORD_NAMES
     + MEDIA_INPUT_DATA_COORD_NAMES
     + RF_INPUT_DATA_COORD_NAMES
@@ -194,17 +194,23 @@ RF_ROI_CALIBRATION_PERIOD = 'rf_roi_calibration_period'
 KNOTS = 'knots'
 BASELINE_GEO = 'baseline_geo'
 
-# Media prior types.
-PAID_MEDIA_PRIOR_TYPE_ROI = 'roi'
-PAID_MEDIA_PRIOR_TYPE_MROI = 'mroi'
-PAID_MEDIA_PRIOR_TYPE_COEFFICIENT = 'coefficient'
-PAID_MEDIA_PRIOR_TYPES = frozenset({
-    PAID_MEDIA_PRIOR_TYPE_ROI,
-    PAID_MEDIA_PRIOR_TYPE_MROI,
-    PAID_MEDIA_PRIOR_TYPE_COEFFICIENT,
+# Treatment prior types.
+TREATMENT_PRIOR_TYPE_ROI = 'roi'
+TREATMENT_PRIOR_TYPE_MROI = 'mroi'
+TREATMENT_PRIOR_TYPE_COEFFICIENT = 'coefficient'
+TREATMENT_PRIOR_TYPE_CONTRIBUTION = 'contribution'
+PAID_TREATMENT_PRIOR_TYPES = frozenset({
+    TREATMENT_PRIOR_TYPE_ROI,
+    TREATMENT_PRIOR_TYPE_MROI,
+    TREATMENT_PRIOR_TYPE_COEFFICIENT,
+    TREATMENT_PRIOR_TYPE_CONTRIBUTION,
+})
+NON_PAID_TREATMENT_PRIOR_TYPES = frozenset({
+    TREATMENT_PRIOR_TYPE_COEFFICIENT,
+    TREATMENT_PRIOR_TYPE_CONTRIBUTION,
 })
 PAID_MEDIA_ROI_PRIOR_TYPES = frozenset(
-    {PAID_MEDIA_PRIOR_TYPE_ROI, PAID_MEDIA_PRIOR_TYPE_MROI}
+    {TREATMENT_PRIOR_TYPE_ROI, TREATMENT_PRIOR_TYPE_MROI}
 )
 # Represents a 1% increase in spend.
 MROI_FACTOR = 1.01
@@ -233,6 +239,11 @@ ROI_M = 'roi_m'
 ROI_RF = 'roi_rf'
 MROI_M = 'mroi_m'
 MROI_RF = 'mroi_rf'
+CONTRIBUTION_M = 'contribution_m'
+CONTRIBUTION_RF = 'contribution_rf'
+CONTRIBUTION_OM = 'contribution_om'
+CONTRIBUTION_ORF = 'contribution_orf'
+CONTRIBUTION_N = 'contribution_n'
 GAMMA_C = 'gamma_c'
 GAMMA_N = 'gamma_n'
 XI_C = 'xi_c'
@@ -301,7 +312,29 @@ RF_PARAMETER_NAMES = (
     BETA_RF,
     BETA_GRF,
 )
+
+MEDIA_PARAMETERS = (
+    ROI_M,
+    MROI_M,
+    CONTRIBUTION_M,
+    BETA_M,
+    ETA_M,
+    ALPHA_M,
+    EC_M,
+    SLOPE_M,
+)
+RF_PARAMETERS = (
+    ROI_RF,
+    MROI_RF,
+    CONTRIBUTION_RF,
+    BETA_RF,
+    ETA_RF,
+    ALPHA_RF,
+    EC_RF,
+    SLOPE_RF,
+)
 ORGANIC_MEDIA_PARAMETERS = (
+    CONTRIBUTION_OM,
     BETA_OM,
     ETA_OM,
     ALPHA_OM,
@@ -309,6 +342,7 @@ ORGANIC_MEDIA_PARAMETERS = (
     SLOPE_OM,
 )
 ORGANIC_RF_PARAMETERS = (
+    CONTRIBUTION_ORF,
     BETA_ORF,
     ETA_ORF,
     ALPHA_ORF,
@@ -316,13 +350,12 @@ ORGANIC_RF_PARAMETERS = (
     SLOPE_ORF,
 )
 NON_MEDIA_PARAMETERS = (
+    CONTRIBUTION_N,
     GAMMA_N,
     XI_N,
 )
 
 KNOTS_PARAMETERS = (KNOT_VALUES,)
-MEDIA_PARAMETERS = (ETA_M, BETA_M, ALPHA_M, EC_M, SLOPE_M, ROI_M, MROI_M)
-RF_PARAMETERS = (ETA_RF, BETA_RF, ALPHA_RF, EC_RF, SLOPE_RF, ROI_RF, MROI_RF)
 CONTROL_PARAMETERS = (GAMMA_C, XI_C)
 SIGMA_PARAMETERS = (SIGMA,)
 GEO_PARAMETERS = (
@@ -360,10 +393,61 @@ UNSAVED_PARAMETERS = (
     GAMMA_GN_DEV,
     TAU_G_EXCL_BASELINE,  # Used to derive TAU_G.
 )
-IGNORED_PRIORS = immutabledict.immutabledict({
-    PAID_MEDIA_PRIOR_TYPE_ROI: (BETA_M, BETA_RF, MROI_M, MROI_RF),
-    PAID_MEDIA_PRIOR_TYPE_MROI: (BETA_M, BETA_RF, ROI_M, ROI_RF),
-    PAID_MEDIA_PRIOR_TYPE_COEFFICIENT: (ROI_M, ROI_RF, MROI_M, MROI_RF),
+IGNORED_PRIORS_MEDIA = immutabledict.immutabledict({
+    TREATMENT_PRIOR_TYPE_ROI: (
+        BETA_M,
+        MROI_M,
+        CONTRIBUTION_M,
+    ),
+    TREATMENT_PRIOR_TYPE_MROI: (
+        BETA_M,
+        ROI_M,
+        CONTRIBUTION_M,
+    ),
+    TREATMENT_PRIOR_TYPE_CONTRIBUTION: (
+        BETA_M,
+        ROI_M,
+        MROI_M,
+    ),
+    TREATMENT_PRIOR_TYPE_COEFFICIENT: (
+        ROI_M,
+        MROI_M,
+        CONTRIBUTION_M,
+    ),
+})
+IGNORED_PRIORS_RF = immutabledict.immutabledict({
+    TREATMENT_PRIOR_TYPE_ROI: (
+        BETA_RF,
+        MROI_RF,
+        CONTRIBUTION_RF,
+    ),
+    TREATMENT_PRIOR_TYPE_MROI: (
+        BETA_RF,
+        ROI_RF,
+        CONTRIBUTION_RF,
+    ),
+    TREATMENT_PRIOR_TYPE_CONTRIBUTION: (
+        BETA_RF,
+        ROI_RF,
+        MROI_RF,
+    ),
+    TREATMENT_PRIOR_TYPE_COEFFICIENT: (
+        ROI_RF,
+        MROI_RF,
+        CONTRIBUTION_RF,
+    ),
+})
+IGNORED_PRIORS_ORGANIC_MEDIA = immutabledict.immutabledict({
+    TREATMENT_PRIOR_TYPE_CONTRIBUTION: (BETA_OM,),
+    TREATMENT_PRIOR_TYPE_COEFFICIENT: (CONTRIBUTION_OM,),
+})
+IGNORED_PRIORS_ORGANIC_RF = immutabledict.immutabledict({
+    TREATMENT_PRIOR_TYPE_CONTRIBUTION: (BETA_ORF,),
+    TREATMENT_PRIOR_TYPE_COEFFICIENT: (CONTRIBUTION_ORF,),
+})
+IGNORED_PRIORS_NON_MEDIA_TREATMENTS = immutabledict.immutabledict({
+    TREATMENT_PRIOR_TYPE_CONTRIBUTION: (GAMMA_N,),
+    TREATMENT_PRIOR_TYPE_COEFFICIENT: (CONTRIBUTION_N,),
 })
 
 # Inference data dimensions.
@@ -616,7 +700,7 @@ CARD_STATS = 'stats'
 # VegaLite common params.
 VEGALITE_FACET_DEFAULT_WIDTH = 400
 VEGALITE_FACET_LARGE_WIDTH = 500
-VEGALITE_FACET_EXTRA_LARGE_WIDTH = 900
+VEGALITE_FACET_EXTRA_LARGE_WIDTH = 700
 
 # Time Granularity Constants
 WEEKLY = 'weekly'

meridian/data/__init__.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.

meridian/data/arg_builder.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.