google-meridian 1.3.2__py3-none-any.whl → 1.5.0__py3-none-any.whl

scenarioplanner/converters/dataframe/dataframe_model_converter.py

@@ -0,0 +1,70 @@
+# 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.
+# You may obtain a copy of the License at
+#
+#     http://www.apache.org/licenses/LICENSE-2.0
+#
+# Unless required by applicable law or agreed to in writing, software
+# distributed under the License is distributed on an "AS IS" BASIS,
+# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+# See the License for the specific language governing permissions and
+# limitations under the License.
+
+"""An output converter that denormalizes into flat data frame tables."""
+
+from collections.abc import Mapping, Sequence
+
+from scenarioplanner.converters import mmm_converter
+from scenarioplanner.converters.dataframe import budget_opt_converters
+from scenarioplanner.converters.dataframe import converter
+from scenarioplanner.converters.dataframe import marketing_analyses_converters
+from scenarioplanner.converters.dataframe import rf_opt_converters
+import pandas as pd
+
+
+__all__ = ["DataFrameModelConverter"]
+
+
+class DataFrameModelConverter(mmm_converter.ModelConverter[pd.DataFrame]):
+  """Converts a bound `Mmm` model into denormalized flat data frame tables.
+
+  The denormalized, two-dimensional data frame tables are intended to be
+  directly compiled into sheets in a Google Sheets file to be used as a data
+  source for a Looker Studio dashboard.
+
+  These data frame tables are:
+
+  *   "ModelDiagnostics"
+  *   "ModelFit"
+  *   "MediaOutcome"
+  *   "MediaSpend"
+  *   "MediaROI"
+  *   (Named Incremental Outcome Grids)
+  *   "budget_opt_specs"
+  *   "budget_opt_results"
+  *   "response_curves"
+  *   (Named R&F ROI Grids)
+  *   "rf_opt_specs"
+  *   "rf_opt_results"
+  """
+
+  _converters: Sequence[type[converter.Converter]] = (
+      marketing_analyses_converters.CONVERTERS
+      + budget_opt_converters.CONVERTERS
+      + rf_opt_converters.CONVERTERS
+  )
+
+  def __call__(self, **kwargs) -> Mapping[str, pd.DataFrame]:
+    """Converts bound `Mmm` model proto to named, flat data frame tables."""
+    output = {}
+
+    for converter_class in self._converters:
+      converter_instance = converter_class(self.mmm)  # pytype: disable=not-instantiable
+      for table_name, table_data in converter_instance():
+        if output.get(table_name) is not None:
+          raise ValueError(f"Duplicate table name: {table_name}")
+        output[table_name] = table_data
+
+    return output

scenarioplanner/converters/dataframe/marketing_analyses_converters.py

@@ -0,0 +1,543 @@
+# 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.
+# You may obtain a copy of the License at
+#
+#     http://www.apache.org/licenses/LICENSE-2.0
+#
+# Unless required by applicable law or agreed to in writing, software
+# distributed under the License is distributed on an "AS IS" BASIS,
+# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+# See the License for the specific language governing permissions and
+# limitations under the License.
+
+"""Marketing analyses converters.
+
+This module defines various classes that convert `MarketingAnalysis`s into flat
+dataframes.
+"""
+
+import abc
+from collections.abc import Iterator, Sequence
+import datetime
+import functools
+import math
+import warnings
+
+from meridian import constants as c
+from mmm.v1.fit import model_fit_pb2 as fit_pb
+from scenarioplanner.converters import mmm
+from scenarioplanner.converters.dataframe import constants as dc
+from scenarioplanner.converters.dataframe import converter
+import pandas as pd
+
+
+__all__ = [
+    "ModelDiagnosticsConverter",
+    "ModelFitConverter",
+    "MediaOutcomeConverter",
+    "MediaSpendConverter",
+    "MediaRoiConverter",
+]
+
+
+class ModelDiagnosticsConverter(converter.Converter):
+  """Outputs a "ModelDiagnostics" table.
+
+  When called, this converter yields a data frame with the columns:
+
+  *   "Dataset"
+  *   "R Squared"
+  *   "MAPE"
+  *   "wMAPE"
+  """
+
+  def __call__(self) -> Iterator[tuple[str, pd.DataFrame]]:
+    if not self._mmm.model_fit_results:
+      return
+
+    model_diagnostics_data = []
+    for name, result in self._mmm.model_fit_results.items():
+      model_diagnostics_data.append((
+          name,
+          result.performance.r_squared,
+          result.performance.mape,
+          result.performance.weighted_mape,
+      ))
+    yield (
+        dc.MODEL_DIAGNOSTICS,
+        pd.DataFrame(
+            model_diagnostics_data,
+            columns=[
+                dc.MODEL_DIAGNOSTICS_DATASET_COLUMN,
+                dc.MODEL_DIAGNOSTICS_R_SQUARED_COLUMN,
+                dc.MODEL_DIAGNOSTICS_MAPE_COLUMN,
+                dc.MODEL_DIAGNOSTICS_WMAPE_COLUMN,
+            ],
+        ),
+    )
+
+
+class ModelFitConverter(converter.Converter):
+  """Outputs a "ModelFit" table from an "All Data" (*) `Result` dataset.
+
+  Note: If there is no such result dataset, the first one available is used,
+  instead.
+
+  When called, this converter yields a data frame with the columns:
+
+  *   "Time"
+      A string formatted with Meridian date format: YYYY-mm-dd
+  *   "Expected CI Low"
+  *   "Expected CI High"
+  *   "Expected"
+  *   "Baseline"
+  *   "Actual"
+  """
+
+  def __call__(self) -> Iterator[tuple[str, pd.DataFrame]]:
+    if not self._mmm.model_fit_results:
+      return
+
+    model_fit_data = []
+    for prediction in self._select_model_fit_result().predictions:
+      time = datetime.datetime(
+          year=prediction.date_interval.start_date.year,
+          month=prediction.date_interval.start_date.month,
+          day=prediction.date_interval.start_date.day,
+      ).strftime(c.DATE_FORMAT)
+
+      if not prediction.predicted_outcome.uncertainties:
+        (expected_ci_lo, expected_ci_hi) = (math.nan, math.nan)
+      else:
+        if len(prediction.predicted_outcome.uncertainties) > 1:
+          warnings.warn(
+              "More than one `Estimate.uncertainties` found in a"
+              " `Prediction.predicted_outcome` in `ModelFit`; processing only"
+              " the first confidence interval value."
+          )
+        uncertainty = prediction.predicted_outcome.uncertainties[0]
+        expected_ci_lo = uncertainty.lowerbound
+        expected_ci_hi = uncertainty.upperbound
+      expected = prediction.predicted_outcome.value
+      actual = prediction.actual_value
+
+      baseline = prediction.predicted_baseline.value
+
+      model_fit_data.append(
+          (time, expected_ci_lo, expected_ci_hi, expected, baseline, actual)
+      )
+
+    yield (
+        dc.MODEL_FIT,
+        pd.DataFrame(
+            model_fit_data,
+            columns=[
+                dc.MODEL_FIT_TIME_COLUMN,
+                dc.MODEL_FIT_EXPECTED_CI_LOW_COLUMN,
+                dc.MODEL_FIT_EXPECTED_CI_HIGH_COLUMN,
+                dc.MODEL_FIT_EXPECTED_COLUMN,
+                dc.MODEL_FIT_BASELINE_COLUMN,
+                dc.MODEL_FIT_ACTUAL_COLUMN,
+            ],
+        ),
+    )
+
+  def _select_model_fit_result(self) -> fit_pb.Result:
+    """Returns the model fit `Result` dataset with name "All Data".
+
+    Or else, first available.
+    """
+    model_fit_results = self._mmm.model_fit_results
+    if not model_fit_results:
+      raise ValueError("Must have at least one `ModelFit.results` value.")
+    if c.ALL_DATA in model_fit_results:
+      result = model_fit_results[c.ALL_DATA]
+    else:
+      result = self._mmm.model_fit.results[0]
+      warnings.warn(f"Using a model fit `Result` with name: '{result.name}'")
+
+    return result
+
+
+class _MarketingAnalysisConverter(converter.Converter, abc.ABC):
+  """An abstract class for dealing with `MarketingAnalysis`."""
+
+  @functools.cached_property
+  def _is_revenue_kpi(self) -> bool:
+    """Returns true if analyses are using revenue KPI.
+
+    This is done heuristically: by looking at the (presumed existing) "baseline"
+    `NonMediaAnalysis` proto and seeing if `revenue_kpi` field is defined. If it
+    is, we assume that all other media analyses must have their `revenue_kpi`
+    fields defined, too.
+
+    Likewise: if the baseline analysis defines `non_revenue_kpi` and it does not
+    define `revenue_kpi`, we assume that all other media analyses are based on
+    a non-revenue KPI.
+
+    Note: This means that this output converter can only work with one type of
+    KPI as a whole. If a channel's media analysis has both revenue- and
+    nonrevenue-type KPI defined, for example, only the former will be outputted.
+    """
+    baseline_analysis = self._mmm.tagged_marketing_analyses[
+        dc.ANALYSIS_TAG_ALL
+    ].baseline_analysis
+    return baseline_analysis.maybe_revenue_outcome is not None
+
+  def __call__(self) -> Iterator[tuple[str, pd.DataFrame]]:
+    if not self._mmm.marketing_analyses:
+      return
+
+    yield from self._handle_marketing_analyses(self._mmm.marketing_analyses)
+
+  def _handle_marketing_analyses(
+      self, analyses: Sequence[mmm.MarketingAnalysis]
+  ) -> Iterator[tuple[str, pd.DataFrame]]:
+    raise NotImplementedError()
+
+
+class MediaOutcomeConverter(_MarketingAnalysisConverter):
+  """Outputs a "MediaOutcome" table.
+
+  When called, this converter yields a data frame with the columns:
+
+  *   "Channel Index"
+      This is to ensure "baseline" and "All Channels" can be sorted to appear
+      first and last, respectively, in LS dashboard.
+  *   "Channel"
+  *   "Incremental Outcome"
+  *   "Contribution Share"
+  *   "Analysis Period"
+      A human-readable analysis period.
+  *   "Analysis Date Start"
+      A string formatted with Meridian date format: YYYY-mm-dd
+  *   "Analysis Date End"
+      A string formatted with Meridian date format: YYYY-mm-dd
+
+  Note: If the underlying model analysis works with a revenue-type KPI (i.e.
+  dollar value), then all values in the columns of the output table should be
+  interpreted the same. Likewise, for non-revenue type KPI. While some
+  channels may define their outcome analyses in terms of both revenue- and
+  nonrevenue-type semantics, the output table here remains uniform.
+  """
+
+  def _handle_marketing_analyses(
+      self, analyses: Sequence[mmm.MarketingAnalysis]
+  ) -> Iterator[tuple[str, pd.DataFrame]]:
+    media_outcome_data = []
+    for marketing_analysis in analyses:
+      date_start, date_end = marketing_analysis.analysis_date_interval_str
+
+      baseline_outcome: mmm.Outcome = (
+          marketing_analysis.baseline_analysis.revenue_outcome
+          if self._is_revenue_kpi
+          else marketing_analysis.baseline_analysis.non_revenue_outcome
+      )
+      # "contribution" == incremental outcome
+      baseline_contrib = baseline_outcome.contribution_pb.value.value
+      baseline_contrib_share = baseline_outcome.contribution_pb.share.value
+
+      media_outcome_data.append((
+          dc.MEDIA_OUTCOME_BASELINE_PSEUDO_CHANNEL_INDEX,
+          c.BASELINE,
+          baseline_contrib,
+          baseline_contrib_share,
+          marketing_analysis.tag,
+          date_start,
+          date_end,
+      ))
+      media_analyses = list(
+          marketing_analysis.channel_mapped_media_analyses.items()
+      )
+      non_media_analyses = list(filter(
+          lambda x: x[0] != c.BASELINE,
+          list(marketing_analysis.channel_mapped_non_media_analyses.items()),
+      ))
+      all_analyses = media_analyses + non_media_analyses
+      for channel, media_analysis in all_analyses:
+        channel_index = (
+            dc.MEDIA_OUTCOME_ALL_CHANNELS_PSEUDO_CHANNEL_INDEX
+            if channel == c.ALL_CHANNELS
+            else dc.MEDIA_OUTCOME_CHANNEL_INDEX
+        )
+        # Note: use the same revenue- or nonrevenue-type outcome analysis as the
+        # baseline's.
+        try:
+          channel_outcome: mmm.Outcome = (
+              media_analysis.revenue_outcome
+              if self._is_revenue_kpi
+              else media_analysis.non_revenue_outcome
+          )
+        except ValueError:
+          warnings.warn(
+              f"No {'' if self._is_revenue_kpi else 'non'}revenue-type"
+              " `Outcome` found in the channel media analysis for"
+              f' "{channel}"'
+          )
+          channel_contrib = math.nan
+          channel_contrib_share = math.nan
+        else:
+          channel_contrib = channel_outcome.contribution_pb.value.value
+          channel_contrib_share = channel_outcome.contribution_pb.share.value
+
+        media_outcome_data.append((
+            channel_index,
+            channel,
+            channel_contrib,
+            channel_contrib_share,
+            marketing_analysis.tag,
+            date_start,
+            date_end,
+        ))
+
+    yield (
+        dc.MEDIA_OUTCOME,
+        pd.DataFrame(
+            media_outcome_data,
+            columns=[
+                dc.MEDIA_OUTCOME_CHANNEL_INDEX_COLUMN,
+                dc.MEDIA_OUTCOME_CHANNEL_COLUMN,
+                dc.MEDIA_OUTCOME_INCREMENTAL_OUTCOME_COLUMN,
+                dc.MEDIA_OUTCOME_CONTRIBUTION_SHARE_COLUMN,
+                dc.ANALYSIS_PERIOD_COLUMN,  # using the `tag` field
+                dc.ANALYSIS_DATE_START_COLUMN,
+                dc.ANALYSIS_DATE_END_COLUMN,
+            ],
+        ),
+    )
+
+
+class MediaSpendConverter(_MarketingAnalysisConverter):
+  """Outputs a "MediaSpend" table.
+
+  When called, this converter yields a data frame with the columns:
+
+  *   "Channel"
+  *   "Value"
+  *   "Label"
+      A human-readable label on what "Value" represents
+  *   "Analysis Period"
+      A human-readable analysis period.
+  *   "Analysis Date Start"
+      A string formatted with Meridian date format: YYYY-mm-dd
+  *   "Analysis Date End"
+      A string formatted with Meridian date format: YYYY-mm-dd
+
+  Note: If the underlying model analysis works with a revenue-type KPI (i.e.
+  dollar value), then all values in the columns of the output table should
+  be interpreted the same. Likewise, for non-revenue type KPI. While some
+  channels may define their outcome analyses in terms of both revenue- and
+  nonrevenue-type semantics, the output table here remains uniform.
+  """
+
+  _share_value_column_index = 1
+  _label_column_index = 2
+
+  def _handle_marketing_analyses(
+      self, analyses: Sequence[mmm.MarketingAnalysis]
+  ) -> Iterator[tuple[str, pd.DataFrame]]:
+    media_spend_data = []
+
+    for analysis in analyses:
+      date_start, date_end = analysis.analysis_date_interval_str
+      data = []
+      outcome_share_norm_term = 0.0
+
+      for (
+          channel,
+          media_analysis,
+      ) in analysis.channel_mapped_media_analyses.items():
+        # Ignore the "All Channels" pseudo-channel.
+        if channel == c.ALL_CHANNELS:
+          continue
+
+        spend_share = media_analysis.spend_info_pb.spend_share
+
+        try:
+          channel_outcome: mmm.Outcome = (
+              media_analysis.revenue_outcome
+              if self._is_revenue_kpi
+              else media_analysis.non_revenue_outcome
+          )
+        except ValueError:
+          warnings.warn(
+              f"No {'' if self._is_revenue_kpi else 'non'}revenue-type"
+              " `Outcome` found in the channel media analysis for"
+              f' "{channel}"'
+          )
+          outcome_share = math.nan
+        else:
+          outcome_share = channel_outcome.contribution_pb.share.value
+          outcome_share_norm_term += outcome_share
+
+        data.append([
+            channel,
+            spend_share,
+            dc.MEDIA_SPEND_LABEL_SPEND_SHARE,
+            analysis.tag,
+            date_start,
+            date_end,
+        ])
+        data.append([
+            channel,
+            outcome_share,
+            (
+                dc.MEDIA_SPEND_LABEL_REVENUE_SHARE
+                if self._is_revenue_kpi
+                else dc.MEDIA_SPEND_LABEL_KPI_SHARE
+            ),
+            analysis.tag,
+            date_start,
+            date_end,
+        ])
+
+      # Looker Studio media spend/revenue share charts expect the "revenue
+      # share" values to be normalized to 100%. This normaliztion provides
+      # additional information to what the contribution waterfall chart already
+      # provides.
+      for d in data:
+        if d[self._label_column_index] == dc.MEDIA_SPEND_LABEL_SPEND_SHARE:
+          continue
+        d[self._share_value_column_index] /= outcome_share_norm_term
+
+      media_spend_data.extend(data)
+
+    yield (
+        dc.MEDIA_SPEND,
+        pd.DataFrame(
+            media_spend_data,
+            columns=[
+                dc.MEDIA_SPEND_CHANNEL_COLUMN,
+                dc.MEDIA_SPEND_SHARE_VALUE_COLUMN,
+                dc.MEDIA_SPEND_LABEL_COLUMN,
+                dc.ANALYSIS_PERIOD_COLUMN,  # using the `tag` field
+                dc.ANALYSIS_DATE_START_COLUMN,
+                dc.ANALYSIS_DATE_END_COLUMN,
+            ],
+        ),
+    )
+
+
+class MediaRoiConverter(_MarketingAnalysisConverter):
+  """Outputs a "MediaROI" table.
+
+  When called, this converter yields a data frame with the columns:
+
+    *   "Channel"
+    *   "Spend"
+    *   "Effectiveness"
+    *   "ROI"
+    *   "ROI CI Low"
+        The confidence interval (low) of "ROI" above.
+    *   "ROI CI High"
+        The confidence interval (high) of "ROI" above.
+    *   "Marginal ROI"
+    *   "Is Revenue KPI"
+        A boolean indicating whether "ROI" refers to revenue or generic KPI.
+    *   "Analysis Period"
+        A human-readable analysis period.
+    *   "Analysis Date Start"
+        A string formatted with Meridian date format: YYYY-mm-dd
+    *   "Analysis Date End"
+        A string formatted with Meridian date format: YYYY-mm-dd
+
+  Note: If the underlying model analysis works with a revenue-type KPI (i.e.
+  dollar value), then all values in the columns of the output table should
+  be interpreted the same. Likewise, for non-revenue type KPI. While some
+  channels may define their outcome analyses in terms of both revenue- and
+  nonrevenue-type semantics, the output table here remains uniform.
+  """
+
+  def _handle_marketing_analyses(
+      self, analyses: Sequence[mmm.MarketingAnalysis]
+  ) -> Iterator[tuple[str, pd.DataFrame]]:
+    media_roi_data = []
+    for analysis in analyses:
+      date_start, date_end = analysis.analysis_date_interval_str
+
+      for (
+          channel,
+          media_analysis,
+      ) in analysis.channel_mapped_media_analyses.items():
+        # Ignore the "All Channels" pseudo-channel.
+        if channel == c.ALL_CHANNELS:
+          continue
+
+        spend = media_analysis.spend_info_pb.spend
+
+        try:
+          channel_outcome: mmm.Outcome = (
+              media_analysis.revenue_outcome
+              if self._is_revenue_kpi
+              else media_analysis.non_revenue_outcome
+          )
+        except ValueError as exc:
+          raise ValueError(
+              f"No {'' if self._is_revenue_kpi else 'non'}revenue-type"
+              " `Outcome` found in the channel media analysis for"
+              f' "{channel}"'
+          ) from exc
+        else:
+          effectiveness = channel_outcome.effectiveness_pb.value.value
+          roi_estimate = channel_outcome.roi_pb
+          if not roi_estimate.uncertainties:
+            (roi_ci_lo, roi_ci_hi) = (math.nan, math.nan)
+          else:
+            if len(roi_estimate.uncertainties) > 1:
+              warnings.warn(
+                  "More than one `Estimate.uncertainties` found in an"
+                  ' `Outcome.revenue_outcome.roi` in channel "{channel}".'
+                  " Using the first confidence interval value."
+              )
+            uncertainty = roi_estimate.uncertainties[0]
+            roi_ci_lo = uncertainty.lowerbound
+            roi_ci_hi = uncertainty.upperbound
+          roi = roi_estimate.value
+          marginal_roi = channel_outcome.marginal_roi_pb.value
+          is_revenue_kpi = channel_outcome.is_revenue_kpi
+
+        media_roi_data.append([
+            channel,
+            spend,
+            effectiveness,
+            roi,
+            roi_ci_lo,
+            roi_ci_hi,
+            marginal_roi,
+            is_revenue_kpi,
+            analysis.tag,
+            date_start,
+            date_end,
+        ])
+
+    yield (
+        dc.MEDIA_ROI,
+        pd.DataFrame(
+            media_roi_data,
+            columns=[
+                dc.MEDIA_ROI_CHANNEL_COLUMN,
+                dc.MEDIA_ROI_SPEND_COLUMN,
+                dc.MEDIA_ROI_EFFECTIVENESS_COLUMN,
+                dc.MEDIA_ROI_ROI_COLUMN,
+                dc.MEDIA_ROI_ROI_CI_LOW_COLUMN,
+                dc.MEDIA_ROI_ROI_CI_HIGH_COLUMN,
+                dc.MEDIA_ROI_MARGINAL_ROI_COLUMN,
+                dc.MEDIA_ROI_IS_REVENUE_KPI_COLUMN,
+                dc.ANALYSIS_PERIOD_COLUMN,
+                dc.ANALYSIS_DATE_START_COLUMN,
+                dc.ANALYSIS_DATE_END_COLUMN,
+            ],
+        ),
+    )
+
+
+CONVERTERS = [
+    # These converters create tables for the model analysis charts to use:
+    ModelDiagnosticsConverter,
+    ModelFitConverter,
+    MediaOutcomeConverter,
+    MediaSpendConverter,
+    MediaRoiConverter,
+]