google-meridian 1.3.0__py3-none-any.whl → 1.3.2__py3-none-any.whl

google_meridian-1.3.2.dist-info/METADATA

@@ -0,0 +1,209 @@
+Metadata-Version: 2.4
+Name: google-meridian
+Version: 1.3.2
+Summary: Google's open source mixed marketing model library, helps you understand your return on investment and direct your ad spend with confidence. 
+Author-email: The Meridian Authors <no-reply@google.com>
+Project-URL: homepage, https://github.com/google/meridian
+Project-URL: repository, https://github.com/google/meridian
+Project-URL: changelog, https://github.com/google/meridian/blob/main/CHANGELOG.md
+Project-URL: documentation, https://developers.google.com/meridian
+Keywords: mmm
+Classifier: Programming Language :: Python :: 3
+Classifier: Programming Language :: Python :: 3 :: Only
+Classifier: Topic :: Other/Nonlisted Topic
+Classifier: Topic :: Scientific/Engineering :: Information Analysis
+Requires-Python: >=3.10
+Description-Content-Type: text/markdown
+License-File: LICENSE
+Requires-Dist: arviz
+Requires-Dist: altair>=5
+Requires-Dist: immutabledict
+Requires-Dist: joblib
+Requires-Dist: natsort<8,>=7.1.1
+Requires-Dist: numpy<3,>=2.0.2
+Requires-Dist: pandas<3,>=2.2.2
+Requires-Dist: patsy<1,>=0.5.3
+Requires-Dist: scipy<2,>=1.13.1
+Requires-Dist: statsmodels>=0.14.5
+Requires-Dist: tensorflow<2.21,>=2.18
+Requires-Dist: tensorflow-probability<0.26,>=0.25
+Requires-Dist: tf-keras<2.21,>=2.18
+Requires-Dist: xarray
+Provides-Extra: dev
+Requires-Dist: pytest>=8.0.0; extra == "dev"
+Requires-Dist: pytest-xdist; extra == "dev"
+Requires-Dist: pylint>=2.6.0; extra == "dev"
+Requires-Dist: pyink; extra == "dev"
+Provides-Extra: colab
+Requires-Dist: psutil; extra == "colab"
+Requires-Dist: python-calamine; extra == "colab"
+Provides-Extra: and-cuda
+Requires-Dist: tensorflow[and-cuda]<2.21,>=2.18; extra == "and-cuda"
+Provides-Extra: mlflow
+Requires-Dist: mlflow; extra == "mlflow"
+Provides-Extra: jax
+Requires-Dist: jax==0.5.3; extra == "jax"
+Requires-Dist: jaxlib==0.5.3; extra == "jax"
+Requires-Dist: tensorflow-probability[substrates-jax]==0.25.0; extra == "jax"
+Provides-Extra: schema
+Requires-Dist: mmm-proto-schema; extra == "schema"
+Requires-Dist: semver; extra == "schema"
+Dynamic: license-file
+
+# About Meridian
+
+Marketing mix modeling (MMM) is a statistical analysis technique that measures
+the impact of marketing campaigns and activities to guide budget planning
+decisions and improve overall media effectiveness. MMM uses aggregated data to
+measure impact across marketing channels and account for non-marketing factors
+that impact sales and other key performance indicators (KPIs). MMM is
+privacy-safe and does not use any cookie or user-level information.
+
+Meridian is an MMM framework that enables advertisers to set up and run their
+own in-house models. Meridian helps you answer key questions such as:
+
+*   How did the marketing channels drive my revenue or other KPI?
+*   What was my marketing return on investment (ROI)?
+*   How do I optimize my marketing budget allocation for the future?
+
+Meridian is a highly customizable modeling framework that is based on
+[Bayesian causal inference](https://developers.google.com/meridian/docs/causal-inference/bayesian-inference).
+It is capable of handling large scale geo-level data, which is encouraged if
+available, but it can also be used for national-level modeling. Meridian
+provides clear insights and visualizations to inform business decisions around
+marketing budget and planning. Additionally, Meridian provides methodologies to
+support calibration of MMM with experiments and other prior information, and to
+optimize target ad frequency by utilizing reach and frequency data.
+
+If you are using LightweightMMM, see the
+[migration guide](https://developers.google.com/meridian/docs/migrate) to help
+you understand the differences between these MMM projects.
+
+## Install Meridian
+
+Python 3.11 or 3.12 is required to use Meridian. We also recommend using a
+minimum of 1 GPU.
+
+Note: This project has been tested on T4 GPU using 16 GB of RAM.
+
+To install Meridian, run the following command to automatically install the
+latest release from PyPI.
+
+*   For Linux-GPU users:
+
+    Note: CUDA toolchain and a compatible GPU device is necessary for
+    `[and-cuda]` extra to activate.
+
+    ```sh
+    $ pip install --upgrade google-meridian[and-cuda]
+    ```
+
+*   For macOS and general CPU users:
+
+    Note: There is no official GPU support for macOS.
+
+    ```sh
+    $ pip install --upgrade google-meridian
+    ```
+
+Alternatively, run the following command to install the most recent, unreleased
+version from GitHub.
+
+*   For GPU users:
+
+    ```sh
+    $ pip install --upgrade "google-meridian[and-cuda] @ git+https://github.com/google/meridian.git"
+    ```
+
+*   For CPU users:
+
+    ```sh
+    $ pip install --upgrade git+https://github.com/google/meridian.git
+    ```
+
+We recommend to install Meridian in a fresh
+[virtual environment](https://virtualenv.pypa.io/en/latest/user_guide.html#quick-start)
+to make sure that correct versions of all the dependencies are installed, as
+defined in [pyproject.toml](https://github.com/google/meridian/blob/main/pyproject.toml).
+
+## How to use the Meridian library
+
+To get started with Meridian, you can run the code programmatically using sample
+data with the [Getting Started Colab][3].
+
+The Meridian model uses a holistic MCMC sampling approach called
+[No U Turn Sampler (NUTS)](https://www.tensorflow.org/probability/api_docs/python/tfp/experimental/mcmc/NoUTurnSampler)
+which can be compute intensive. To help with this, GPU support has been
+developed across the library (out-of-the-box) using tensors. We recommend
+running your Meridian model on GPUs to get real time optimization results and
+significantly reduce training time.
+
+## Meridian Documentation & Tutorials
+
+The following documentation, colab, and video resources will help you get
+started quickly with using Meridian:
+
+| Resource                    | Description                                    |
+| --------------------------- | ---------------------------------------------- |
+| [Meridian documentation][1] | Main landing page for Meridian documentation.  |
+| [Meridian basics][2]        | Learn about Meridian features, methodologies, and the model math. |
+| [Getting started colab][3]  | Install and quickly learn how to use Meridian with this colab tutorial using sample data. |
+| [User guide][4]             | A detailed walk-through of how to use Meridian and generating visualizations using your own data. |
+| [Pre-modeling][5]           | Prepare and analyze your data before modeling. |
+| [Modeling][6]               | Modeling guidance for model refinement and edge cases. |
+| [Post-modeling][7]          | Post-modeling guidance for model fit, visualizations, optimizations, refreshing the model, and debugging. |
+| [Migrate from LMMM][8]      | Learn about the differences between Meridian and LightweightMMM as you consider migrating. |
+| [API Reference][9]          | API reference documentation for the Meridian package. |
+| [Reference list][10]        | White papers and other referenced material.    |
+
+[1]: https://developers.google.com/meridian
+[2]: https://developers.google.com/meridian/docs/basics/meridian-introduction
+[3]: https://developers.google.com/meridian/notebook/meridian-getting-started
+[4]: https://developers.google.com/meridian/docs/user-guide/installing
+[5]: https://developers.google.com/meridian/docs/pre-modeling/collect-data
+[6]: https://developers.google.com/meridian/docs/advanced-modeling/control-variables
+[7]: https://developers.google.com/meridian/docs/post-modeling/model-fit
+[8]: https://developers.google.com/meridian/docs/migrate
+[9]: https://developers.google.com/meridian/reference/api/meridian
+[10]: https://developers.google.com/meridian/docs/reference-list
+
+## Support
+
+**Questions about methodology**: Please see the [Modeling](https://developers.google.com/meridian/docs/basics/meridian-introduction) tab in the technical documentation.
+
+**Issues installing or using Meridian**: Feel free to post questions in the
+[Discussions](https://github.com/google/meridian/discussions) or [Issues](https://github.com/google/meridian/issues) tabs of the Meridian GitHub repository. The Meridian team responds to
+these questions weekly in batches, so please be patient and don't reach out
+directly to your Google Account teams.
+
+**Bug reports**: Please post bug reports to the [Issues](https://github.com/google/meridian/issues)
+tab of the Meridian GitHub repository. We also encourage the community to share
+tips and advice with each other on the [Issues](https://github.com/google/meridian/issues)
+tab. When our team addresses or resolves a new bug, we will notify you through
+the comments on the issue.
+
+**Feature requests**: Please post these to the [Discussions](https://github.com/google/meridian/discussions)
+tab of the Meridian GitHub repository. We have an internal roadmap for Meridian
+development, but would love your inputs for new feature requests so that we can
+prioritize them based on the roadmap.
+
+**Pull requests**: These are appreciated but are very difficult for us to merge
+because the code in this repository is linked to Google internal systems and has
+to pass internal review. If you submit a pull request and we believe that we can
+incorporate a change in the base code, we will reach out to you directly about
+this.
+
+## Citing Meridian
+
+To cite this repository:
+
+<!-- mdlint off(SNIPPET_INVALID_LANGUAGE) -->
+```BibTeX
+@software{meridian_github,
+  author = {Google Meridian Marketing Mix Modeling Team},
+  title = {Meridian: Marketing Mix Modeling},
+  url = {https://github.com/google/meridian},
+  version = {1.3.2},
+  year = {2025},
+}
+```

google_meridian-1.3.2.dist-info/RECORD

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{google_meridian-1.3.0.dist-info → google_meridian-1.3.2.dist-info}/top_level.txt

@@ -1 +1,2 @@
 meridian
+schema

meridian/analysis/__init__.py

@@ -15,9 +15,8 @@
 """Meridian analysis API for trained models."""
 
 from meridian.analysis import analyzer
-from meridian.analysis import formatter
 from meridian.analysis import optimizer
 from meridian.analysis import review
 from meridian.analysis import summarizer
 from meridian.analysis import visualizer
-
+from meridian.templates import formatter

meridian/analysis/analyzer.py

@@ -53,7 +53,6 @@ def _validate_non_media_baseline_values_numbers(
       )
 
 
-# TODO: Refactor the related unit tests to be under DataTensors.
 @dataclasses.dataclass
 class DataTensors(backend.ExtensionType):
   """Container for data variable arguments of Analyzer methods.

meridian/analysis/optimizer.py

@@ -27,10 +27,10 @@ import jinja2
 from meridian import backend
 from meridian import constants as c
 from meridian.analysis import analyzer as analyzer_module
-from meridian.analysis import formatter
 from meridian.analysis import summary_text
 from meridian.data import time_coordinates as tc
 from meridian.model import model
+from meridian.templates import formatter
 import numpy as np
 import pandas as pd
 import xarray as xr
@@ -1174,10 +1174,12 @@ class OptimizationResults:
       diff = self.optimized_data.total_cpik - self.nonoptimized_data.total_cpik
       non_optimized_performance_title = summary_text.NON_OPTIMIZED_CPIK_LABEL
       non_optimized_performance_stat = (
-          f'${self.nonoptimized_data.total_cpik:.2f}'
+          f'{currency}{self.nonoptimized_data.total_cpik:.2f}'
       )
       optimized_performance_title = summary_text.OPTIMIZED_CPIK_LABEL
-      optimized_performance_stat = f'${self.optimized_data.total_cpik:.2f}'
+      optimized_performance_stat = (
+          f'{currency}{self.optimized_data.total_cpik:.2f}'
+      )
       optimized_performance_diff = formatter.compact_number(diff, 2, currency)
     non_optimized_performance = formatter.StatsSpec(
         title=non_optimized_performance_title,

meridian/analysis/review/checks.py

@@ -28,6 +28,7 @@ from meridian.analysis.review import constants as review_constants
 from meridian.analysis.review import results
 from meridian.model import model
 import numpy as np
+import pandas as pd
 
 ConfigType = TypeVar("ConfigType", bound=configs.BaseConfig)
 ResultType = TypeVar("ResultType", bound=results.CheckResult)
@@ -207,6 +208,51 @@ class BayesianPPPCheck(
 # ==============================================================================
 # Check: Goodness of Fit
 # ==============================================================================
+def _set_details_from_gof_dataframe(
+    details: dict[str, float],
+    gof_df: pd.DataFrame,
+    geo_granularity: str,
+    suffix: str | None = None,
+) -> None:
+  """Sets the `details` variable of the GoodnessOfFitCheckResult.
+
+  This method takes a DataFrame containing goodness of fit metrics and pivots it
+  to a Series, which is then added to the `details` variable of the
+  `GoodnessOfFitCheckResult`.
+
+  Args:
+    details: A dictionary to store the goodness of fit metrics in.
+    gof_df: A DataFrame containing predictive accuracy of the whole data (if
+      holdout set is not used) of filtered to a single evaluation set ("all",
+      "train", or "test").
+    geo_granularity: The geo granularity of the data ("geo" or "national").
+    suffix: A suffix to add to the metric names (e.g., "all", "train", "test").
+      If None, the metrics are added without a suffix.
+  """
+  gof_metrics_pivoted = gof_df.pivot(
+      index=constants.GEO_GRANULARITY,
+      columns=constants.METRIC,
+      values=constants.VALUE,
+  )
+  gof_metrics_series = gof_metrics_pivoted.loc[geo_granularity]
+  if suffix is not None:
+    details[f"{review_constants.R_SQUARED}_{suffix}"] = gof_metrics_series[
+        constants.R_SQUARED
+    ]
+    details[f"{review_constants.MAPE}_{suffix}"] = gof_metrics_series[
+        constants.MAPE
+    ]
+    details[f"{review_constants.WMAPE}_{suffix}"] = gof_metrics_series[
+        constants.WMAPE
+    ]
+  else:
+    details[review_constants.R_SQUARED] = gof_metrics_series[
+        constants.R_SQUARED
+    ]
+    details[review_constants.MAPE] = gof_metrics_series[constants.MAPE]
+    details[review_constants.WMAPE] = gof_metrics_series[constants.WMAPE]
+
+
 class GoodnessOfFitCheck(
     BaseCheck[configs.GoodnessOfFitConfig, results.GoodnessOfFitCheckResult]
 ):
@@ -221,38 +267,43 @@ class GoodnessOfFitCheck(
     )
 
     gof_metrics = gof_df[gof_df[constants.GEO_GRANULARITY] == geo_granularity]
-    if constants.EVALUATION_SET_VAR in gof_df.columns:
-      gof_metrics = gof_metrics[
-          gof_metrics[constants.EVALUATION_SET_VAR] == constants.ALL_DATA
-      ]
-
-    gof_metrics_pivoted = gof_metrics.pivot(
-        index=constants.GEO_GRANULARITY,
-        columns=constants.METRIC,
-        values=constants.VALUE,
-    )
-    gof_metrics_series = gof_metrics_pivoted.loc[geo_granularity]
-
-    r_squared = gof_metrics_series[constants.R_SQUARED]
-    mape = gof_metrics_series[constants.MAPE]
-    wmape = gof_metrics_series[constants.WMAPE]
-
-    details = {
-        review_constants.R_SQUARED: r_squared,
-        review_constants.MAPE: mape,
-        review_constants.WMAPE: wmape,
-    }
-
-    if r_squared > 0:
-      return results.GoodnessOfFitCheckResult(
-          case=results.GoodnessOfFitCases.PASS,
-          details=details,
-      )
-    else:  # r_squared <= 0
-      return results.GoodnessOfFitCheckResult(
-          case=results.GoodnessOfFitCases.REVIEW,
+    is_holdout = constants.EVALUATION_SET_VAR in gof_df.columns
+
+    details = {}
+    case = results.GoodnessOfFitCases.PASS
+
+    if is_holdout:
+      for evaluation_set, suffix in [
+          (constants.ALL_DATA, review_constants.ALL_SUFFIX),
+          (constants.TRAIN, review_constants.TRAIN_SUFFIX),
+          (constants.TEST, review_constants.TEST_SUFFIX),
+      ]:
+        set_metrics = gof_metrics[
+            gof_metrics[constants.EVALUATION_SET_VAR] == evaluation_set
+        ]
+        _set_details_from_gof_dataframe(
+            details=details,
+            gof_df=set_metrics,
+            geo_granularity=geo_granularity,
+            suffix=suffix,
+        )
+        if details[f"{review_constants.R_SQUARED}_{suffix}"] <= 0:
+          case = results.GoodnessOfFitCases.REVIEW
+    else:
+      _set_details_from_gof_dataframe(
           details=details,
+          gof_df=gof_metrics,
+          geo_granularity=geo_granularity,
+          suffix=None,
       )
+      if details[review_constants.R_SQUARED] <= 0:
+        case = results.GoodnessOfFitCases.REVIEW
+
+    return results.GoodnessOfFitCheckResult(
+        case=case,
+        details=details,
+        is_holdout=is_holdout,
+    )
 
 
 # ==============================================================================

meridian/analysis/review/constants.py

@@ -32,6 +32,10 @@ NEGATIVE_BASELINE_PROB_REVIEW_THRESHOLD = (
 R_SQUARED = "r_squared"
 MAPE = "mape"
 WMAPE = "wmape"
+ALL_SUFFIX = "all"
+TRAIN_SUFFIX = "train"
+TEST_SUFFIX = "test"
+EVALUATION_SET_SUFFIXES = (ALL_SUFFIX, TRAIN_SUFFIX, TEST_SUFFIX)
 MEAN = "mean"
 VARIANCE = "variance"
 MEDIAN = "median"

meridian/analysis/review/results.py

@@ -319,18 +319,12 @@ class GoodnessOfFitCases(ModelCheckCase, enum.Enum):
 
   PASS = (
       Status.PASS,
-      (
-          "R-squared = {r_squared:.4f}, MAPE = {mape:.4f}, and wMAPE ="
-          " {wmape:.4f}."
-      ),
+      "R-squared = {r_squared:.4f}, MAPE = {mape:.4f}, and wMAPE = {wmape:.4f}",
       _GOODNESS_OF_FIT_PASS_RECOMMENDATION,
   )
   REVIEW = (
       Status.REVIEW,
-      (
-          "R-squared = {r_squared:.4f}, MAPE = {mape:.4f}, and wMAPE ="
-          " {wmape:.4f}."
-      ),
+      "R-squared = {r_squared:.4f}, MAPE = {mape:.4f}, and wMAPE = {wmape:.4f}",
       _GOODNESS_OF_FIT_REVIEW_RECOMMENDATION,
   )
 
@@ -348,9 +342,28 @@ class GoodnessOfFitCheckResult(CheckResult):
   """The immutable result of the Goodness of Fit Check."""
 
   case: GoodnessOfFitCases
+  is_holdout: bool = False
 
   def __post_init__(self):
-    if any(
+    if self.is_holdout:
+      required_keys = []
+      for suffix in [
+          constants.ALL_SUFFIX,
+          constants.TRAIN_SUFFIX,
+          constants.TEST_SUFFIX,
+      ]:
+        required_keys.extend([
+            f"{constants.R_SQUARED}_{suffix}",
+            f"{constants.MAPE}_{suffix}",
+            f"{constants.WMAPE}_{suffix}",
+        ])
+      if any(key not in self.details for key in required_keys):
+        raise ValueError(
+            "The message template is missing required formatting arguments for"
+            f" holdout case. Required keys: {required_keys}. Details:"
+            f" {self.details}."
+        )
+    elif any(
         key not in self.details
         for key in (
             constants.R_SQUARED,
@@ -364,6 +377,24 @@ class GoodnessOfFitCheckResult(CheckResult):
           f" {self.details}."
       )
 
+  @property
+  def recommendation(self) -> str:
+    """Returns the check result message."""
+    if self.is_holdout:
+      report_str = (
+          "R-squared = {r_squared_all:.4f} (All),"
+          " {r_squared_train:.4f} (Train), {r_squared_test:.4f} (Test); MAPE"
+          " = {mape_all:.4f} (All), {mape_train:.4f} (Train),"
+          " {mape_test:.4f} (Test); wMAPE = {wmape_all:.4f} (All),"
+          " {wmape_train:.4f} (Train), {wmape_test:.4f} (Test)".format(
+              **self.details
+          )
+      )
+    else:
+      report_str = self.case.message_template.format(**self.details)
+
+    return f"{report_str}. {self.case.recommendation}"
+
 
 # ==============================================================================
 # Check: ROI Consistency

meridian/analysis/summarizer.py

@@ -21,11 +21,11 @@ import os
 import jinja2
 from meridian import constants as c
 from meridian.analysis import analyzer
-from meridian.analysis import formatter
 from meridian.analysis import summary_text
 from meridian.analysis import visualizer
 from meridian.data import time_coordinates as tc
 from meridian.model import model
+from meridian.templates import formatter
 import pandas as pd
 import xarray as xr
 

meridian/analysis/visualizer.py

@@ -22,9 +22,9 @@ import altair as alt
 from meridian import backend
 from meridian import constants as c
 from meridian.analysis import analyzer
-from meridian.analysis import formatter
 from meridian.analysis import summary_text
 from meridian.model import model
+from meridian.templates import formatter
 import numpy as np
 import pandas as pd
 import xarray as xr