* add scaling into lift test method

* test scaling methods

* test change of MMM likelihood

* link up beta_channel parameters

* change name to sigma

* reorganize and edit

* closes #406

* address the feedback in docstrings

* add more to docstring

* format the docstring

* be verbose for future devs

* be explicit for the column max values

* incorporate the feedback

* hide cells and add to intro

* add conclusion

* switch to header 2

* run notebook through

* move the types together

* separate model estimated from empirical

* fix typos

* drop python 3.9

* try python 3.12

* undo try python 3.12

* improve nb

* rm warnings and add link to lifetimes quickstart

* address comments

* feedback part 3

* remove warnings manually

* add more info to the notebook

* hide plots code

* fix plot y labels

* fix plot outputs and remove model build

* improve final note probability plots

* address comments

* use quickstart dataset

* feedback part 3

* remowe warnings manually

* feedback part 4

* improve mmm docs init

* add more code examples to docstrings

* minor improvemeents

* typo

* better phrasing

* add thomas suggestion

* move fixtures to conftest

* docstrings and moved set_model_fit to conftest

* fixed pandas quickstart warnings

* revert to MockModel and add ParetoNBD support

* quickstart edit for issue 609

* notebook edit

remove ruff E501 ignore

updates:
- [github.com/astral-sh/ruff-pre-commit: v0.3.5 → v0.3.7](astral-sh/ruff-pre-commit@v0.3.5...v0.3.7)

Co-authored-by: pre-commit-ci[bot] <66853113+pre-commit-ci[bot]@users.noreply.github.com>
Co-authored-by: Juan Orduz <juanitorduz@gmail.com>

* fix potential bugs

* minor improvements

* remove rule for nb

* fix test

* improve tests syntax

* use stacklevel 2 for warnings

* use stacklevel 1 for warnings as they are used in public methods

* ignore B904

* undo change

* ricardos feedback

* use fit_posterior

* Update pymc_marketing/clv/models/gamma_gamma.py

Co-authored-by: Ricardo Vieira <28983449+ricardoV94@users.noreply.github.com>

* last fix XD

---------

Co-authored-by: Ricardo Vieira <28983449+ricardoV94@users.noreply.github.com>

* notebook opening and imports

* model definition markdown

* Data Load Notebook section

* WIP model fitting section

* added notebook to docs directory

* notebook edits and graph code

* ppc section and nb cleanup

* demz sampling and WIP plotting

* WIP predictive plots

* WIP heatmap plots

* predictive plots

* WIP covariates and nbqa-ruff edits

* covariate section

* plot additions

* fig sizes

* remove model file

…book (#651)

* add spaces, increase indentation, and fix number order

* explicit with 6

* Creating plot waterfall

Co-Authored-By: Carlos Trujillo <59846724+cetagostini@users.noreply.github.com>

* requested changes

* pre-commit

---------

Co-authored-by: Carlos Trujillo <59846724+cetagostini@users.noreply.github.com>

Databricks should have a lower-case b.

updates:
- [github.com/astral-sh/ruff-pre-commit: v0.4.1 → v0.4.2](astral-sh/ruff-pre-commit@v0.4.1...v0.4.2)
- [github.com/pre-commit/mirrors-mypy: v1.9.0 → v1.10.0](pre-commit/mirrors-mypy@v1.9.0...v1.10.0)

Co-authored-by: pre-commit-ci[bot] <66853113+pre-commit-ci[bot]@users.noreply.github.com>

* support for negative values and dates (if used)

* fix terrible spelling

* test dates in coords

* cover numpy objects

* consolidate the tests

Co-authored-by: Juan Orduz <juanitorduz@gmail.com>

* add quickstartt to readme

* add pymc labs logo

* typos

* add community links

* fixes

* Add contributors to README

* small code style improvements

* Add time-varying prior functionality to DelayedSaturatedMMM

* resolve wd's comments

* resolve failing pre-commits

* add tvp_kwargs to model_config

* fix typo

* replace softplus

* resolve minor review comments

* Add option to supply `ax` to `plot_posterior_predictive`

* bugfix: time_index was not set correctly for OOS

If provided `X` to `_data_setter` was *not* the immediate sequence following the training set, the time_index would we wrong. With this fix, the `date["time_index"]` which gets set upon providing a new `X`, is inferred from the `self.date_column` column of provided `X` (by comparing it to same date column in the training data `self.X`).

* Clean up example notebook

* Make utility function `transform_1d_array`

* 'tvp_kwargs' -> 'intercept_tvp_kwargs'

* move `infer_time_index` into utils

* add tests for new utils

* small fixes (found in tests)

* add tests to cover all added cases

* fix ruff check

* update typehints

* resolve review comments

* refactor model logic for tv intercept

* address review comment for util test

* .

* fix documentation link

* change variable name

* fix hsgp_dims

* update time_varying_prior to be centered on 1

* review fixes

* fix broken test

* add final tests

* fix coverage issues

* Update tests/mmm/test_tvp.py

Co-authored-by: Will Dean <57733339+wd60622@users.noreply.github.com>

* Update pymc_marketing/mmm/tvp.py

Co-authored-by: Will Dean <57733339+wd60622@users.noreply.github.com>

* Update tests/mmm/test_tvp.py

Co-authored-by: Will Dean <57733339+wd60622@users.noreply.github.com>

* Update tests/mmm/test_tvp.py

Co-authored-by: Will Dean <57733339+wd60622@users.noreply.github.com>

* significant improvements to notebook

* fix heading

* update notebook to make it EVEN better

* update legend, add watermark

* fix intro

* fix broken test

* copy sweep with grammarly

---------

Co-authored-by: Will Dean <57733339+wd60622@users.noreply.github.com>

* add tv intrecept to readme

* add to comparison table

* ignore non-implemented

* remove not implemented error from abstract classes

* simplify docstrings