How we compare

Given the popularity of the Media Mix Modelling (MMM) approach, there are many packages available to perform MMM. Here’s a high-level overview of how PyMC-Marketing compares to some of the most popular packages.

	PyMC-Marketing	Lightweight-MMM	Robyn	Orbit KTR	Meridian
Language	Python	Python	R	Python	Python
Approach	Bayesian	Bayesian	Traditional ML	Bayesian	Bayesian
Foundation	PyMC	NumPyro/JAX		STAN/Pyro	Tensor Flow Probability
Company	PyMC Labs	Google	Meta	Uber	Google
Open source	✅	✅	✅	✅	✅
Model	🏗️ Build	🏗️ Build	🏗️ Build	🏗️ Build	🏗️ Build
Budget optimizer	✅	✅	✅	❌	✅
Time-varying intercept	✅	❌	❌	✅	✅
Time-varying coefficients	✅	❌	❌	✅	❌
Custom priors	✅	✅	❌	❌	✅
Lift-test calibration	✅	❌	✅	❌	✅
Out of sample predictions	✅	✅	❌	✅	❌
Unit-tested	✅	✅	❌	✅	✅