//localhost:1313/index.html Documentation for DSAMbayes v1.2.2 — a Bayesian marketing mix modelling toolkit for R, built on Stan. DSAMbayes provides a unified interface for building, fitting, and interpreting MMM models. It supports single-market regression (BLM), multi-market hierarchical models with partial pooling, and pooled models with structured media coefficients. All model types share the same post-fit interface for posterior extraction, diagnostics, decomposition, and budget optimisation. Where to start You want to… Start here Install and run your first model Install and Setup → Your First BLM Model Understand the modelling framework Concepts → Model Classes Run a reproducible YAML-driven pipeline Quickstart → CLI Usage Interpret run outputs and plots Plot Catalogue → Interpret Diagnostics Configure priors, boundaries, or optimisation Config Schema Compare models and select a candidate Compare Runs What changed in v1.2.2 Key changes since v1.2.0 (see CHANGELOG.md for full details): Hugo en-gb //localhost:1313/getting-started/index.html Mon, 01 Jan 0001 00:00:00 +0000 //localhost:1313/getting-started/index.html Purpose Onboard a new user from install to first successful DSAMbayes run. Audience New DSAMbayes users. Analysts running DSAMbayes through R scripts or CLI. Pages Page Topic Install and Setup Prerequisites, installation commands, and verification Concepts What DSAMbayes does and how Bayesian MMM works Your First BLM Model Build, fit, and interpret a single-market model using the R API Your First Hierarchical Model Multi-market model with partial pooling and CRE Quickstart (YAML Runner) Minimal end-to-end CLI run from config to output inspection FAQ Answers to common questions //localhost:1313/runner/index.html Mon, 01 Jan 0001 00:00:00 +0000 //localhost:1313/runner/index.html Purpose Document CLI and YAML runner contracts for reproducible DSAMbayes runs. Audience Users operating DSAMbayes through scripts/dsambayes.R. Engineers maintaining runner config and artefact contracts. Pages Page Topic CLI Usage Commands, flags, exit codes, and error modes Config Schema YAML keys, defaults, and validation rules Output Artefacts Staged folder layout, file semantics, and precedence rules //localhost:1313/modelling/index.html Mon, 01 Jan 0001 00:00:00 +0000 //localhost:1313/modelling/index.html Purpose Describe model classes, inference contracts, diagnostics, and decision-layer semantics for DSAMbayes. Audience Practitioners building and interpreting DSAMbayes models. Reviewers validating modelling assumptions and outputs. Pages Page Topic Model Classes BLM, hierarchical, and pooled class constructors, fit support, and limitations Model Object Lifecycle State transitions from construction through fitting to post-fit extraction Priors and Boundaries Prior schema, defaults, overrides, boundary controls, and scale semantics Minimal-Prior Policy Governance guidance for prior specification in MMM Response Scale Semantics Identity vs log response, KPI-scale conversion, Jensen-safe reporting Diagnostics Gates Policy modes, threshold tables, identifiability gate, and remediation actions CRE / Mundlak Correlated random effects for hierarchical models Time Components Managed holiday feature generation and weekly anchoring Budget Optimisation Decision-layer budget allocation, objectives, risk scoring, and response transforms //localhost:1313/plots/index.html Mon, 01 Jan 0001 00:00:00 +0000 //localhost:1313/plots/index.html Purpose This section documents every plot the DSAMbayes runner produces. Each page covers one pipeline stage, describes what the plot shows, explains when and why the runner generates it, and gives practical interpretation guidance. The target reader is a modelling operator or analyst who needs to assess run quality without reading source code. Pipeline stages The runner writes artefacts into timestamped directories under results/. Plots are organised into six stages, each with its own subdirectory: //localhost:1313/how-to/index.html Mon, 01 Jan 0001 00:00:00 +0000 //localhost:1313/how-to/index.html Purpose Provide task-oriented recipes for common DSAMbayes operational workflows. Each guide starts from a user objective, gives minimal reproducible steps, and includes expected output artefacts and quick verification checks. Audience Users who know the concepts but need execution steps. Engineers debugging run and artefact issues. Pages Guide Objective Run from YAML Execute a complete runner workflow and verify staged outputs Interpret Diagnostics Read and act on diagnostics gate results Compare Runs Compare multiple runs and select a candidate model Debug Run Failures Diagnose and resolve common runner failure modes //localhost:1313/appendices/index.html Mon, 01 Jan 0001 00:00:00 +0000 //localhost:1313/appendices/index.html Purpose Provide reference material that supports core user guidance without duplicating operational instructions. Audience Readers needing precise terminology definitions Engineers orienting themselves in R/ source modules Reviewers validating implementation traceability Pages Glossary: canonical DSAMbayes terminology. R Module Index: logical map of package source files. Traceability Map: how to map issues and recommendations to implementation evidence. Usage rules Use appendices as reference pages, not primary process documentation. Keep operational runbooks in docs/getting-started/, docs/runner/, and docs/internal/. Prefer links to authoritative sources instead of duplicating constraints or commands. Related sections Getting Started Runner Modelling Internal (Engineering) //localhost:1313/internal/index.html Mon, 01 Jan 0001 00:00:00 +0000 //localhost:1313/internal/index.html Purpose Define quality gates and release-readiness checks for DSAMbayes v1.2.2. Audience Maintainers preparing and validating releases. Reviewers checking evidence before sign-off. Pages Page Topic Testing and Validation Quality-gate execution commands, expected outcomes, and evidence capture Quality Gates Gate definitions and pass/fail criteria Runner Smoke Tests Minimal runner validation runs CI Workflows Automated check and docs-build workflows Release Readiness Checklist Gate checklist and sign-off fields Release Evidence Pack Artefact collection for stakeholder review Release Playbook Step-by-step release process Sign-off Template Release sign-off record template