<!-- Release notes generated using configuration in .github/release.yml at main -->
What's Changed
Major Changes 🛠
* Bump pymc dependency by ricardoV94 in https://github.com/pymc-labs/pymc-marketing/pull/1269
* Budget optimizer refactor by ricardoV94 in https://github.com/pymc-labs/pymc-marketing/pull/1357
New Features 🎉
* add `hdi_list` kwarg to `plot_posterior_predictive` by drbenvincent in https://github.com/pymc-labs/pymc-marketing/pull/1096
* Allow Negative Values in Media Channels by louismagowan in https://github.com/pymc-labs/pymc-marketing/pull/1092
* Add `plot_expected_purchases_over_time` function by ColtAllen in https://github.com/pymc-labs/pymc-marketing/pull/1115
* Beta geo expected probability no purchase by DylanZammit in https://github.com/pymc-labs/pymc-marketing/pull/1094
* Harmonize prior and posterior predictive plots in MMM module by juanitorduz in https://github.com/pymc-labs/pymc-marketing/pull/1170
* Create load_from_idata method by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1211
* Add CLV `plot_expected_purchases_ppc` by ColtAllen in https://github.com/pymc-labs/pymc-marketing/pull/1222
* Include tvp scaling in contribution grid by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1253
* Make optimization based on the entire posterior and not on the marginal mean parameters. by cetagostini in https://github.com/pymc-labs/pymc-marketing/pull/1151
* HSGP as component by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1246
* Add Gradient-Free Fit Method to CLV Models by ColtAllen in https://github.com/pymc-labs/pymc-marketing/pull/1266
* Add `graphviz` method to `ModelBuilder` class by ColtAllen in https://github.com/pymc-labs/pymc-marketing/pull/1284
* Improved Default Priors for `BetaGeoModel` by ColtAllen in https://github.com/pymc-labs/pymc-marketing/pull/1264
* Non-centered ZeroSumNormal Prior support by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1290
* Allow non-Prior parameters in Prior and media transformations by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1292
* Deserialize arbitrary objects by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1296
* Modified Beta Geometric model by PabloRoque in https://github.com/pymc-labs/pymc-marketing/pull/1301
* Allow VariableFactory in FourierBase by aseyboldt in https://github.com/pymc-labs/pymc-marketing/pull/1304
* Add Censored wrapper for Prior class by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1309
* Register new media transformations automatically by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1320
* Add new `customer_choice` module by drbenvincent in https://github.com/pymc-labs/pymc-marketing/pull/803
* 1314 implement serialization for fourier classes by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1315
* Deprecate to/from_json of Prior class in favor of to/from_dict by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1338
* Add autologging for CLV models by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1354
* Introduce BetaGeoNBD Random Variable by PabloRoque in https://github.com/pymc-labs/pymc-marketing/pull/1317
* MMM Evaluation, Diagnostics and MLFlow Registry by louismagowan in https://github.com/pymc-labs/pymc-marketing/pull/1368
* MLflow logging *before* slow function calls by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1393
* Custom optimizer constraints by cetagostini in https://github.com/pymc-labs/pymc-marketing/pull/1358
* Creating Causal Identification module by cetagostini in https://github.com/pymc-labs/pymc-marketing/pull/1166
Bugfixes 🐛
* Fix LinearTrend rending issue by takechanman1228 in https://github.com/pymc-labs/pymc-marketing/pull/1173
* Fix bug in the "Causal Ladder" docs page by drbenvincent in https://github.com/pymc-labs/pymc-marketing/pull/1175
* Solving bug on optimization plot by cetagostini in https://github.com/pymc-labs/pymc-marketing/pull/1174
* patch values stacked plot by juanitorduz in https://github.com/pymc-labs/pymc-marketing/pull/1181
* [FIX] Wrong legend in the posterior predictive plot then we set gradient=True by juanitorduz in https://github.com/pymc-labs/pymc-marketing/pull/1212
* Fix budget allocation plot in case study by juanitorduz in https://github.com/pymc-labs/pymc-marketing/pull/1216
* Raise error when two dims are not compatible by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1249
* 1271 predictions=true for sample posterior predictive throws error by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1272
* Fix tanh component by aseyboldt in https://github.com/pymc-labs/pymc-marketing/pull/1303
* Enable transform `_sample_curve` to work with `VariableFactory` by lucianopaz in https://github.com/pymc-labs/pymc-marketing/pull/1362
* keep date column in test_scale_lift_measurements by malitsadok1 in https://github.com/pymc-labs/pymc-marketing/pull/1316
* Moved pyprojroot from docs to dependencies by nayan2167 in https://github.com/pymc-labs/pymc-marketing/pull/1417
* Remove sample_posterior_predictive_patch by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1414
Documentation 📖
* Expose Streamlit App in Documentation by louismagowan in https://github.com/pymc-labs/pymc-marketing/pull/1091
* Fix typos in MMM Example notebook by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1146
* add mention of GPU in documentation by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1152
* Update MMM docs to use graphviz method by takechanman1228 in https://github.com/pymc-labs/pymc-marketing/pull/1172
* MMM Case Study Fixes by juanitorduz in https://github.com/pymc-labs/pymc-marketing/pull/1169
* Run sBG with seed by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1189
* Fix beta ref mmm by juanitorduz in https://github.com/pymc-labs/pymc-marketing/pull/1194
* Fix minor typos in mmm example notebook by SangamSwadiK in https://github.com/pymc-labs/pymc-marketing/pull/1215
* CLV Quickstart Revisions by ColtAllen in https://github.com/pymc-labs/pymc-marketing/pull/1243
* fix typo and change first lines mood by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1254
* Link sBG Notebook in README and Index by ColtAllen in https://github.com/pymc-labs/pymc-marketing/pull/1265
* Update README.md (fix badges) by juanitorduz in https://github.com/pymc-labs/pymc-marketing/pull/1278
* [pre-commit.ci] pre-commit autoupdate by pre-commit-ci in https://github.com/pymc-labs/pymc-marketing/pull/1313
* customer choice: improve plots and harmonize colors by juanitorduz in https://github.com/pymc-labs/pymc-marketing/pull/1322
* Re-run TVP mmm notebook by juanitorduz in https://github.com/pymc-labs/pymc-marketing/pull/1324
* add customer choice to readme by juanitorduz in https://github.com/pymc-labs/pymc-marketing/pull/1326
* sort docs sections by juanitorduz in https://github.com/pymc-labs/pymc-marketing/pull/1327
* Generalize verbiage of installation instructions by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1335
* Prior predictive guide by juanitorduz in https://github.com/pymc-labs/pymc-marketing/pull/1334
* hot fix: budget allowcation notebooks by juanitorduz in https://github.com/pymc-labs/pymc-marketing/pull/1389
* Breakout and Document MLflow functions by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1396
* Relax the type that is needed for evaluation metric function by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1413
* Add CLV Roadmap by ColtAllen in https://github.com/pymc-labs/pymc-marketing/pull/1364
* CLV Documentation Revisions by ColtAllen in https://github.com/pymc-labs/pymc-marketing/pull/1419
Maintenance 🔧
* Remove duplicate attrs/functions from MMM by sreekailash in https://github.com/pymc-labs/pymc-marketing/pull/1336
* Move `fit_result` to `model_builder.py` and remove redundancies from CLV and MMM by sreekailash in https://github.com/pymc-labs/pymc-marketing/pull/1344
* Remove media transformation registration functions by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1378
* Add `load_from_idata` method by wd60622 in https://github.com/pymc-labs/pymc-marketing/pull/1379
* Add tests by juanitorduz in https://github.com/pymc-labs/pymc-marketing/pull/1391
* Implement ModifiedBetaGeoNBD and ModifiedBetaGeoNBDRV by PabloRoque in https://github.com/pymc-labs/pymc-marketing/pull/1375
New Contributors
* nhan295 made their first contribution in https://github.com/pymc-labs/pymc-marketing/pull/1114
* DylanZammit made their first contribution in https://github.com/pymc-labs/pymc-marketing/pull/1094
* dependabot made their first contribution in https://github.com/pymc-labs/pymc-marketing/pull/1134
* nataziel made their first contribution in https://github.com/pymc-labs/pymc-marketing/pull/1285
* aseyboldt made their first contribution in https://github.com/pymc-labs/pymc-marketing/pull/1303
* sreekailash made their first contribution in https://github.com/pymc-labs/pymc-marketing/pull/1336
* malitsadok1 made their first contribution in https://github.com/pymc-labs/pymc-marketing/pull/1316
* nayan2167 made their first contribution in https://github.com/pymc-labs/pymc-marketing/pull/1412
**Full Changelog**: https://github.com/pymc-labs/pymc-marketing/compare/0.10.0...0.11.0