Add optimization notebook

[cluhmann]

Initial version of the optimization notebook. I have not yet added all the "bells and whistles" that are possible, because I want to get feedback on the core first. Then we can make it pretty.

One thing that I think can immediately be improved is to replace much of the manual contribution/ROAS calculation code with things like mmm.channel_contributions_forward_pass() etc. These helper functions didn't exist when the notebook was first created.

Also, I had planned on omitting all the MMM example notebook code, but realized I need to serialize the model, the inferenceData object, and the input data (and possibly more?). So I just kept the code but stripped it down to the essentials. Keeping all these cells also prevents "syncing" issues between this notebook and the MMM example notebook.

Todos:

• [ ] Replace objective function code with pymc-marketing functionality as possible
• [ ] Make objective function a compiled pytensor function to avoid eval()s
• [ ] Add additional exploration of optimization results (e.g., risk attitudes, diversification penalty, etc.)

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:books: Documentation preview :books:: https://pymc-marketing--358.org.readthedocs.build/en/358/

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Codecov Report

All modified and coverable lines are covered by tests :white_check_mark:

Project coverage is 94.58%. Comparing base (ac645c9) to head (3b5c92a).

Additional details and impacted files

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[wd60622]

This seems stale. Shall we close and turn into smaller issues? Thoughts @cluhmann @juanitorduz

[juanitorduz]

This notebook has many great ideas that I would like to explore further. Can we leave it open while I try to get some time? Maybe we can add a special label?

[juanitorduz]

Or actually, as it is a dev notebook, can we merge it into the dev folder (as the clv dev ones)?

[cluhmann]

Happy to help hammer this into something (more) useful.

[wd60622]

How about merge in since it is dev notebook and then create an issue or two?

[cluhmann]

Fine with me.