Add ITS lift testing notebook for MMM calibration (#547)

* initial stab at notebook

* misc formatting + text changes

* remove a heading

* formatting + cell tags

* remove lame reference section

* remove notion of scaling lift test results. pymc-marketing doesn't need that

* update to mean uplift and update exporting of lift test result dictionary

Author: drbenvincent

.pre-commit-config.yaml

@@ -22,7 +22,7 @@ repos:
         exclude_types: [svg]
       - id: check-yaml
       - id: check-added-large-files
-        exclude: &exclude_pattern 'iv_weak_instruments.ipynb'
+        exclude: &exclude_pattern '(iv_weak_instruments|its_lift_test)\.ipynb'
         args: ["--maxkb=1500"]
   - repo: https://github.com/astral-sh/ruff-pre-commit
     rev: v0.14.4

docs/source/notebooks/index.md

@@ -40,6 +40,7 @@ did_pymc_banks.ipynb
 its_skl.ipynb
 its_pymc.ipynb
 its_covid.ipynb
+its_lift_test.ipynb
 :::
 
 :::{toctree}