diff --git a/.github/workflows/test_notebook.yml b/.github/workflows/test_notebook.yml
index fd4294547..d4725d4c0 100644
--- a/.github/workflows/test_notebook.yml
+++ b/.github/workflows/test_notebook.yml
@@ -1,4 +1,4 @@
-name: Test Notebook
+name: Test Other Notebooks
 
 on:
   pull_request:
@@ -8,6 +8,7 @@ on:
      - "tests/**.py"
      - "pymc_marketing/**"
      - "docs/source/notebooks/**.ipynb"
+     - "!docs/source/notebooks/mmm/**.ipynb"
      - "!docs/source/notebooks/*/dev/**.ipynb"
   push:
     branches: [main]
@@ -16,6 +17,7 @@ on:
      - "tests/**.py"
      - "pymc_marketing/**"
      - "docs/source/notebooks/**.ipynb"
+     - "!docs/source/notebooks/mmm/**.ipynb"
      - "!docs/source/notebooks/*/dev/**.ipynb"
 
 concurrency:
@@ -23,7 +25,7 @@ concurrency:
   cancel-in-progress: true
 
 jobs:
-  example_notebooks:
+  other_notebooks:
     runs-on: ubuntu-latest
     steps:
     - uses: actions/checkout@v5
@@ -35,5 +37,5 @@ jobs:
       run: |
         sudo apt-get install graphviz graphviz-dev
         pip install -e .[docs,test,dag]
-    - name: Run notebooks
-      run: make run_notebooks
+    - name: Run non-MMM notebooks
+      run: make run_notebooks_other
diff --git a/.github/workflows/test_notebook_mmm.yml b/.github/workflows/test_notebook_mmm.yml
new file mode 100644
index 000000000..28d79b93f
--- /dev/null
+++ b/.github/workflows/test_notebook_mmm.yml
@@ -0,0 +1,39 @@
+name: Test MMM Notebooks
+
+on:
+  pull_request:
+    branches: [main]
+    paths:
+     - "pyproject.toml"
+     - "tests/**.py"
+     - "pymc_marketing/**"
+     - "docs/source/notebooks/mmm/**.ipynb"
+     - "!docs/source/notebooks/*/dev/**.ipynb"
+  push:
+    branches: [main]
+    paths:
+     - "pyproject.toml"
+     - "tests/**.py"
+     - "pymc_marketing/**"
+     - "docs/source/notebooks/mmm/**.ipynb"
+     - "!docs/source/notebooks/*/dev/**.ipynb"
+
+concurrency:
+  group: ${{ github.workflow }}-${{ github.event.pull_request.number || github.ref }}
+  cancel-in-progress: true
+
+jobs:
+  mmm_notebooks:
+    runs-on: ubuntu-latest
+    steps:
+    - uses: actions/checkout@v5
+    - name: Set up Python
+      uses: actions/setup-python@v6
+      with:
+        python-version: "3.12"
+    - name: Install dependencies
+      run: |
+        sudo apt-get install graphviz graphviz-dev
+        pip install -e .[docs,test,dag]
+    - name: Run MMM notebooks
+      run: make run_notebooks_mmm
diff --git a/Makefile b/Makefile
index 64d6d8140..51e4165b6 100644
--- a/Makefile
+++ b/Makefile
@@ -46,6 +46,12 @@ cleandocs: ## Clean the documentation build directories
 run_notebooks: ## Run Jupyter notebooks
 	python scripts/run_notebooks/runner.py
 
+run_notebooks_mmm: ## Run MMM Jupyter notebooks only
+	python scripts/run_notebooks/runner.py --exclude-dirs clv bass customer_choice general
+
+run_notebooks_other: ## Run non-MMM Jupyter notebooks
+	python scripts/run_notebooks/runner.py --exclude-dirs mmm
+
 uml: ## Install documentation dependencies and generate UML diagrams
 	pip install .[docs]
 	pyreverse pymc_marketing/mmm -d docs/source/uml -f 'ALL' -o png -p mmm
diff --git a/docs/source/notebooks/clv/clv_quickstart.ipynb b/docs/source/notebooks/clv/clv_quickstart.ipynb
index d86c8d1a4..d96aa40e9 100644
--- a/docs/source/notebooks/clv/clv_quickstart.ipynb
+++ b/docs/source/notebooks/clv/clv_quickstart.ipynb
@@ -38,7 +38,7 @@
   },
   {
    "cell_type": "code",
-   "execution_count": 47,
+   "execution_count": 1,
    "id": "65621d72",
    "metadata": {},
    "outputs": [],
@@ -3086,7 +3086,7 @@
   },
   {
    "cell_type": "code",
-   "execution_count": 46,
+   "execution_count": 2,
    "id": "d56da0f3-9f85-4972-898c-ba0490cdb12e",
    "metadata": {},
    "outputs": [
@@ -3094,22 +3094,21 @@
      "name": "stdout",
      "output_type": "stream",
      "text": [
-      "Last updated: Sun Jul 27 2025\n",
+      "Last updated: Wed Oct 08 2025\n",
       "\n",
       "Python implementation: CPython\n",
       "Python version       : 3.12.11\n",
-      "IPython version      : 9.4.0\n",
+      "IPython version      : 9.3.0\n",
       "\n",
       "pymc    : 5.25.1\n",
       "pytensor: 2.31.7\n",
       "\n",
-      "arviz         : 0.22.0\n",
-      "pandas        : 2.3.1\n",
-      "numpy         : 2.2.6\n",
-      "pymc_marketing: 0.15.1\n",
       "matplotlib    : 3.10.3\n",
-      "pytensor      : 2.31.7\n",
+      "arviz         : 0.21.0\n",
       "pymc_extras   : 0.4.0\n",
+      "pymc_marketing: 0.15.1\n",
+      "numpy         : 2.2.0\n",
+      "pandas        : 2.3.0\n",
       "\n",
       "Watermark: 2.5.0\n",
       "\n"
@@ -3125,7 +3124,7 @@
  "metadata": {
   "hide_input": false,
   "kernelspec": {
-   "display_name": "Python 3 (ipykernel)",
+   "display_name": "Python 3",
    "language": "python",
    "name": "python3"
   },
diff --git a/docs/source/notebooks/mmm/mmm_example.ipynb b/docs/source/notebooks/mmm/mmm_example.ipynb
index 2d56fbfb7..dd5ed3393 100644
--- a/docs/source/notebooks/mmm/mmm_example.ipynb
+++ b/docs/source/notebooks/mmm/mmm_example.ipynb
@@ -38,7 +38,7 @@
        "<?xml version=\"1.0\" encoding=\"UTF-8\" standalone=\"no\"?>\n",
        "<!DOCTYPE svg PUBLIC \"-//W3C//DTD SVG 1.1//EN\"\n",
        " \"http://www.w3.org/Graphics/SVG/1.1/DTD/svg11.dtd\">\n",
-       "<!-- Generated by graphviz version 13.1.1 (0)\n",
+       "<!-- Generated by graphviz version 14.0.0 (20250921.2048)\n",
        " -->\n",
        "<!-- Pages: 1 -->\n",
        "<svg width=\"451pt\" height=\"116pt\"\n",
@@ -91,7 +91,7 @@
        "</svg>\n"
       ],
       "text/plain": [
-       "<graphviz.graphs.Digraph at 0x10aab01d0>"
+       "<graphviz.graphs.Digraph at 0x104d4b380>"
       ]
      },
      "execution_count": 1,
@@ -12215,31 +12215,23 @@
   },
   {
    "cell_type": "code",
-   "execution_count": 64,
+   "execution_count": 2,
    "metadata": {},
    "outputs": [
     {
      "name": "stdout",
      "output_type": "stream",
      "text": [
-      "Last updated: Thu Aug 07 2025\n",
+      "Last updated: Wed Oct 08 2025\n",
       "\n",
       "Python implementation: CPython\n",
       "Python version       : 3.12.11\n",
-      "IPython version      : 9.4.0\n",
+      "IPython version      : 9.3.0\n",
       "\n",
       "pymc_marketing: 0.15.1\n",
       "pytensor      : 2.31.7\n",
       "\n",
-      "seaborn       : 0.13.2\n",
-      "pymc_extras   : 0.4.0\n",
-      "matplotlib    : 3.10.3\n",
-      "graphviz      : 0.21\n",
-      "arviz         : 0.22.0\n",
-      "pymc          : 5.25.1\n",
-      "pymc_marketing: 0.15.1\n",
-      "pandas        : 2.3.1\n",
-      "numpy         : 2.2.6\n",
+      "graphviz: 0.21\n",
       "\n",
       "Watermark: 2.5.0\n",
       "\n"
@@ -12255,7 +12247,7 @@
  "metadata": {
   "hide_input": false,
   "kernelspec": {
-   "display_name": "pymc-marketing-dev",
+   "display_name": "Python 3",
    "language": "python",
    "name": "python3"
   },
diff --git a/scripts/run_notebooks/runner.py b/scripts/run_notebooks/runner.py
index cdc3c286c..95b0a6b73 100644
--- a/scripts/run_notebooks/runner.py
+++ b/scripts/run_notebooks/runner.py
@@ -105,6 +105,12 @@ def parse_args():
         type=str,
         help="List of notebooks to run. If not provided, all notebooks will be run.",
     )
+    parser.add_argument(
+        "--exclude-dirs",
+        nargs="+",
+        type=str,
+        help="List of directories to exclude (e.g., mmm clv)",
+    )
     return parser.parse_args()
 
 
@@ -115,12 +121,22 @@ def parse_args():
     if args.notebooks:
         notebooks_to_run = [Path(notebook) for notebook in args.notebooks]
 
+    if args.exclude_dirs:
+        exclude_set = set(args.exclude_dirs)
+        notebooks_to_run = [
+            nb for nb in notebooks_to_run if nb.parent.name not in exclude_set
+        ]
+
     setup_logging()
     logging.info("Starting notebook runner")
     logging.info(f"Notebooks to run: {notebooks_to_run}")
-    Parallel(n_jobs=-1)(
+    results = Parallel(n_jobs=-1)(
         delayed(run_notebook)(**run_params)
         for run_params in run_parameters(notebooks_to_run)
     )
+    del results
+    import gc
+
+    gc.collect()
 
     logging.info("Notebooks run successfully!")