---
title: "Guide"
source: PyMC-Marketing (Bayesian MMM)
source_url: https://github.com/pymc-labs/pymc-marketing
licence: Apache-2.0
domain: economics-and-strategy
subdomain: pymc-marketing
date_added: 2026-04-25
---

# Guide

Are you looking for introductory material on Marketing Mix Models or Customer Lifetime Value?
This section provides a guide to the concepts and techniques used in PyMC-Marketing.

:::{toctree}
:caption: Benefits of PyMC-Marketing
:maxdepth: 1

benefits/why_pymc_marketing
benefits/why_bayesian
benefits/why_open_source
benefits/model_deployment
:::

:::{toctree}
:caption: Media Mix Models
:maxdepth: 1

mmm/mmm_intro
mmm/resources
:::

:::{toctree}
:caption: Customer Lifetime Value
:maxdepth: 1

clv/clv_intro
:::

:::{toctree}
:caption: Customer Choice
:maxdepth: 1

customer_choice/incrementality_intro
customer_choice/mv_its_intro
:::
