Calibrating an inverse geo test for a PyMC MMM model

[cetagostini]

Hey @A_Bell you may know already but here its a good description.

Can I include lift test start and end date in building pymc marketing prior?

Hey, I came across this, and it really helps – thanks! I’m still curious though: why doesn’t time matter in the model? Like, if I sell sunglasses and run a lift test in December vs. August, the ad effect would probably change because of seasonality, no? How does the model handle that? Would love to hear your thoughts!