ENH: Add Support for Organic Media in Budget Optimization #7692
Description
Before
After
Context for the issue:
Issue Summary
Currently, PyMC does not explicitly support organic media (non-paid media) as a feature in media mix modeling. Each time a user wants to integrate organic media effects, additional post-modeling work is required—especially in budget optimization. This extra step can be cumbersome and inefficient, as it requires manual adjustments to ensure organic media contributions are accounted for correctly.
Why is This Important?
In real-world media mix models, organic media plays a crucial role in influencing conversions and overall performance.
Many businesses rely on a combination of paid and organic media strategies, and excluding organic media from optimization leads to suboptimal budget allocations.
Automating the integration of organic media would improve usability and make PyMC-based budget optimization more comprehensive.
Proposed Feature
Introduce a built-in way to model organic media within PyMC’s media mix modeling framework.
Ensure budget optimization accounts for organic media alongside paid media.
Provide options to define organic media effects explicitly, possibly through additional priors or constraints.
Potential Implementation Ideas
Extend PyMC’s current MMM capabilities to allow organic media as an input feature.
Modify the budget allocation module to consider organic media alongside paid media.
Provide example workflows that showcase how to model and optimize budgets while including organic media.
Expected Benefits
Reduces the need for manual adjustments after modeling.
Improves budget allocation accuracy by considering both paid and organic media.
Enhances PyMC’s usability for marketing applications.