Streamlit_functions.py

import pandas as pd
import numpy as np
import matplotlib.pyplot as plt
from scipy.optimize import curve_fit
from sklearn.preprocessing import MinMaxScaler
import warnings
import warnings
warnings.filterwarnings("ignore")
import os
import plotly.graph_objects as go
from datetime import datetime,timedelta
from plotly.subplots import make_subplots
import pandas as pd
import json
from numerize.numerize import numerize 

# working_directory = r"C:\Users\PragyaJatav\Downloads\Deliverables\Deliverables\Response Curves 09_07_24\Response Curves Resources"
# os.chdir(working_directory)

## reading input data
df= pd.read_csv('response_curves_input_file.csv')
df.dropna(inplace=True)
df['Date'] = pd.to_datetime(df['Date'])
df.reset_index(inplace=True)
# df

spend_cols = ['tv_broadcast_spend', 
                'tv_cable_spend', 
                'stream_video_spend', 
                'olv_spend', 
                'disp_prospect_spend', 
                'disp_retarget_spend', 
                'social_prospect_spend', 
                'social_retarget_spend', 
                'search_brand_spend', 
                'search_nonbrand_spend', 
                'cm_spend', 
                'audio_spend', 
                'email_spend']
spend_cols2 = ['tv_broadcast_spend', 
                'tv_cable_spend', 
                'stream_video_spend', 
                'olv_spend', 
                'disp_prospect_spend', 
                'disp_retarget_spend', 
                'social_prospect_spend', 
                'social_retarget_spend', 
                'search_brand_spend', 
                'search_nonbrand_spend', 
                'cm_spend', 
                'audio_spend', 
                'email_spend', 'Date']
metric_cols = ['tv_broadcast_grp', 
                 'tv_cable_grp', 
                 'stream_video_imp', 
                 'olv_imp', 
                 'disp_prospect_imp', 
                 'disp_retarget_imp', 
                 'social_prospect_imp', 
                 'social_retarget_imp', 
                 'search_brand_imp', 
                 'search_nonbrand_imp', 
                 'cm_spend', 
                 'audio_imp', 
                 'email_imp']
channels = [
 'BROADCAST TV',
 'CABLE TV',
 'CONNECTED & OTT TV',
 'VIDEO',
 'DISPLAY PROSPECTING',
 'DISPLAY RETARGETING',
 'SOCIAL PROSPECTING',
 'SOCIAL RETARGETING',
 'SEARCH BRAND',
 'SEARCH NON-BRAND',
 'DIGITAL PARTNERS',
 'AUDIO',
 'EMAIL']
channels2 = [
 'BROADCAST TV',
 'CABLE TV',
 'CONNECTED & OTT TV',
 'VIDEO',
 'DISPLAY PROSPECTING',
 'DISPLAY RETARGETING',
 'SOCIAL PROSPECTING',
 'SOCIAL RETARGETING',
 'SEARCH BRAND',
 'SEARCH NON-BRAND',
 'DIGITAL PARTNERS',
 'AUDIO',
 'EMAIL','Date']
contribution_cols = [
 'Broadcast TV_Prospects',
 'Cable TV_Prospects',
 'Connected & OTT TV_Prospects',
 'Video_Prospects',
 'Display Prospecting_Prospects',
 'Display Retargeting_Prospects',
 'Social Prospecting_Prospects',
 'Social Retargeting_Prospects',
 'Search Brand_Prospects',
 'Search Non-brand_Prospects',
 'Digital Partners_Prospects',
 'Audio_Prospects',
 'Email_Prospects']

def get_date_range():
    return df['Date'].min(),df['Date'].max()+ timedelta(days=7)

def get_default_dates():
    return df['Date'].max()- timedelta(days=21),df['Date'].max()+ timedelta(days=6)


def pie_charts(start_date,end_date):
    start_date = pd.to_datetime(start_date)
    end_date = pd.to_datetime(end_date)
    import plotly.graph_objects as go
    from plotly.subplots import make_subplots
    cur_data = df[(df['Date'] >= start_date) & (df['Date'] <= end_date)]
    data1 = pd.DataFrame(cur_data[spend_cols].sum().transpose())
    data2 = pd.DataFrame(cur_data[contribution_cols].sum().transpose())

    data1.index = channels
    data1.columns = ["p"]
    
    data2.index = channels
    data2.columns = ["p"]

    colors = ['#ff2b2b',  # Pastel Peach
    '#0068c9',  # Pastel Blue
    '#83c9ff',  # Pastel Pink
    
    '#ffabab',  # Pastel Purple
    '#29b09d',  # Pastel Green
    '#7defa1',  # Pastel Yellow
    '#ff8700',  # Pastel Gray
    '#ffd16a',  # Pastel Red
    '#6d3fc0',  # Pastel Rose
    '#d5dae5',  # Pastel Lavender
    '#309bff',  # Pastel Mauve
    '#e9f5ff',  # Pastel Beige
    '#BEBADA'   # Pastel Lilac
    ]



    fig = make_subplots(rows=1, cols=2, specs=[[{'type':'domain'}, {'type':'domain'}]])

    fig.add_trace(go.Pie(labels=channels, 
                         values=data1["p"], 
                         name="t2",
                         hoverinfo='label+percent',
                        textinfo= 'label+percent',
                        showlegend= False,textfont=dict(size =10),
                        title="Distribution of Spends"
                        , marker=dict(colors=colors)
                        ), 1, 1)

    fig.add_trace(go.Pie(labels=channels, 
                         values=data2["p"], 
                         name="t2",
                         hoverinfo='label+percent',
                        textinfo= 'label+percent',
                        showlegend= False,
                        textfont=dict(size = 10),
                        title = "Distribution of Prospect Contributions", marker=dict(colors=colors)
                        ), 1, 2)
    # fig.update_layout(
    #     title="Distribution Of Spends And Prospect Contributions"
    # )

    fig.update_layout(
        # title="Distribution Of Spends"
        title={
                    'text': "Distribution Of Spends And Prospects",
                    'font': {
                    'size': 24,
                    'family': 'Arial',
                    'color': 'black',
                    # 'bold': True
                }
            }
            
    )

    fig.add_annotation(
        text=f"{start_date.strftime('%m-%d-%Y')} to {end_date.strftime('%m-%d-%Y')}",
        x=0,
        y=1.15,
        xref="x domain",
        yref="y domain",
        showarrow=False,
        font=dict(size=18),
        # align='left'
    )

    return fig

def pie_spend(start_date,end_date):
    colors = ['#ff2b2b',  # Pastel Peach
    '#0068c9',  # Pastel Blue
    '#83c9ff',  # Pastel Pink
    
    '#ffabab',  # Pastel Purple
    '#29b09d',  # Pastel Green
    '#7defa1',  # Pastel Yellow
    '#ff8700',  # Pastel Gray
    '#ffd16a',  # Pastel Red
    '#6d3fc0',  # Pastel Rose
    '#d5dae5',  # Pastel Lavender
    '#309bff',  # Pastel Mauve
    '#e9f5ff',  # Pastel Beige
    '#BEBADA'   # Pastel Lilac
    ]

    start_date = pd.to_datetime(start_date)
    end_date = pd.to_datetime(end_date)
    cur_data = df[(df['Date'] >= start_date) & (df['Date'] <= end_date)]
    data = pd.DataFrame(cur_data[spend_cols].sum().transpose())
    data.index = channels
    data.columns = ["p"]
    # Create a pie chart with custom options
    fig = go.Figure(data=[go.Pie(
        labels=channels, 
        values=data["p"],#ype(str)+'<br>'+data.index,
        hoverinfo='label+percent',
        textinfo= 'label+percent',
        showlegend= False,
        textfont=dict(size = 10)
        , marker=dict(colors=colors)
    )])

    # Customize the layout
    fig.update_layout(
        # title="Distribution Of Spends"
        title={
                    'text': "Distribution Of Spends",
                    'font': {
                    'size': 24,
                    'family': 'Arial',
                    'color': 'black',
                    # 'bold': True
                }
            }
            
    )

    fig.add_annotation(
        text=f"{start_date.strftime('%m-%d-%Y')} to {end_date.strftime('%m-%d-%Y')}",
        x=0,
        y=1.15,
        xref="x domain",
        yref="y domain",
        showarrow=False,
        font=dict(size=18),
        # align='left'
    )

    # Show the figure
    return fig
def pie_contributions(start_date,end_date):
    colors = ['#ff2b2b',  # Pastel Peach
    '#0068c9',  # Pastel Blue
    '#83c9ff',  # Pastel Pink
    
    '#ffabab',  # Pastel Purple
    '#29b09d',  # Pastel Green
    '#7defa1',  # Pastel Yellow
    '#ff8700',  # Pastel Gray
    '#ffd16a',  # Pastel Red
    '#6d3fc0',  # Pastel Rose
    '#d5dae5',  # Pastel Lavender
    '#309bff',  # Pastel Mauve
    '#e9f5ff',  # Pastel Beige
    '#BEBADA'   # Pastel Lilac
    ]
    start_date = pd.to_datetime(start_date)
    end_date = pd.to_datetime(end_date)
    cur_data = df[(df['Date'] >= start_date) & (df['Date'] <= end_date)]
    data = pd.DataFrame(cur_data[contribution_cols].sum().transpose())
    data.index = channels
    data.columns = ["p"]
    # Create a pie chart with custom options
    fig = go.Figure(data=[go.Pie(
        labels=channels, 
        values=data["p"],#ype(str)+'<br>'+data.index,
        hoverinfo='label+percent',
        textinfo= 'label+percent',
        textposition='auto',
        showlegend= False,
        textfont=dict(size = 10)
        , marker=dict(colors=colors)
    )])

    # fig.add_annotation(showarrow=False)
    # Customize the layout
    fig.update_layout(
        # title="Distribution Of Contributions",
        title={
                    'text': "Distribution of Prospects",
                    'font': {
                    'size': 24,
                    'family': 'Arial',
                    'color': 'black',
                    # 'bold': True
                }
            }
        # margin=dict(t=0, b=0, l=0, r=0)
    )
    
    fig.add_annotation(
        text=f"{start_date.strftime('%m-%d-%Y')} to {end_date.strftime('%m-%d-%Y')}",
        x=0,
        y=1.15,
        xref="x domain",
        yref="y domain",
        showarrow=False,
        font=dict(size=18),
        # align='left'
    )

    # Show the figure
    return fig
def waterfall2(start_date1,end_date1,start_date2,end_date2):
    btn_chart = "Month on Month" 
    # if pd.isnull(start_date) == True :
    #     start_date = datetime(2024, 1, 28)
    # if pd.isnull(end_date) == True :
    #     end_date = datetime(2024, 2, 24)
    # start_date = datetime.strptime(start_date, "%Y-%m-%d")
    # end_date = datetime.strptime(end_date, "%Y-%m-%d")
    # start_date = start_date.datetime.data
    # end_date = end_date.datetime.data
    start_date1 = pd.to_datetime(start_date1)
    end_date1 = pd.to_datetime(end_date1)
    start_date2 = pd.to_datetime(start_date2)
    end_date2 = pd.to_datetime(end_date2)

    # if btn_chart == "Month on Month":
    #     start_date_prev =  start_date +timedelta(weeks=-4)   
    #     end_date_prev = start_date +timedelta(days=-1)   
    # else:
    #     start_date_prev =  start_date +timedelta(weeks=-52)   
    #     end_date_prev = start_date_prev +timedelta(weeks=4) +timedelta(days=-1) 
        

    if start_date1 < df['Date'].min() : 
        return "a"

    cur_data = df[(df['Date'] >= start_date2) & (df['Date'] <= end_date2)]
    prev_data = df[(df['Date'] >= start_date1) & (df['Date'] <= end_date1)]


    # Example data for the waterfall chart
    data = [
        {'label': 'Previous Period', 'value': round(prev_data[contribution_cols].values.sum())},
        {'label': 'Broadcast TV', 'value': round(cur_data['Broadcast TV_Prospects'].sum()-prev_data['Broadcast TV_Prospects'].sum())},
        {'label': 'Cable TV', 'value': round(cur_data['Cable TV_Prospects'].sum()-prev_data['Cable TV_Prospects'].sum())},
        {'label': 'Connected & OTT TV', 'value': round(cur_data['Connected & OTT TV_Prospects'].sum()-prev_data['Connected & OTT TV_Prospects'].sum())}, 
        {'label': 'Video', 'value': round(cur_data['Video_Prospects'].sum()-prev_data['Video_Prospects'].sum())}, 
        {'label': 'Display Prospecting', 'value': round(cur_data['Display Prospecting_Prospects'].sum()-prev_data['Display Prospecting_Prospects'].sum())},
        {'label': 'Display Retargeting', 'value': round(cur_data['Display Retargeting_Prospects'].sum()-prev_data['Display Retargeting_Prospects'].sum())},
        {'label': 'Social Prospecting', 'value': round(cur_data['Social Prospecting_Prospects'].sum()-prev_data['Social Prospecting_Prospects'].sum())},
        {'label': 'Social Retargeting', 'value': round(cur_data['Social Retargeting_Prospects'].sum()-prev_data['Social Retargeting_Prospects'].sum())},
        {'label': 'Search Brand', 'value': round(cur_data['Search Brand_Prospects'].sum()-prev_data['Search Brand_Prospects'].sum())}, 
        {'label': 'Search Non-brand', 'value': round(cur_data['Search Non-brand_Prospects'].sum()-prev_data['Search Non-brand_Prospects'].sum())}, 
        {'label': 'Digital Partners', 'value': round(cur_data['Digital Partners_Prospects'].sum()-prev_data['Digital Partners_Prospects'].sum())}, 
        {'label': 'Audio', 'value': round(cur_data['Audio_Prospects'].sum()-prev_data['Audio_Prospects'].sum())}, 
        {'label': 'Email', 'value': round(cur_data['Email_Prospects'].sum()-prev_data['Email_Prospects'].sum())},
        {'label': 'Current Period', 'value': round(cur_data[contribution_cols].values.sum())}
    ]

    # Calculate cumulative values for the waterfall chart
    cumulative = [0]
    for i in range(len(data)):
        cumulative.append(cumulative[-1] + data[i]['value'])

    # Adjusting values to start from zero for both first and last columns
    cumulative[-1] = 0  # Set the last cumulative value to zero

    # Extracting labels and values
    labels = [item['label'] for item in data]
    values = [item['value'] for item in data]

    # Plotting the waterfall chart using go.Bar
    bars = []
    for i in range(len(data)):
        color = '#4A88D9' if i == 0 or i == len(data) - 1 else '#DC5537'  # Blue for first and last, gray for others
        hover_text = f"<b>{labels[i]}</b><br>Value: {abs(values[i])}"

        bars.append(go.Bar(
            x=[labels[i]],
            y=[cumulative[i+1] - cumulative[i]],
            base=[cumulative[i]],
            text=[f"{abs(values[i]):,}"],
            textposition='auto',
            hovertemplate=hover_text,
            marker=dict(color=color),
            showlegend=False
        ))

    # Creating the figure
    fig = go.Figure(data=bars)

    # Updating layout for black background and gray gridlines
    if btn_chart == "Month on Month":
        fig.update_layout(
            title=f"Change In MMM Estimated Prospect Contribution"
            ,showlegend=False,
            # plot_bgcolor='black',
            # paper_bgcolor='black',
            # font=dict(color='white'),  # Changing font color to white for better contrast
            xaxis=dict(
                showgrid=False,
                zeroline=False,  # Hiding the x-axis zero line
            ),
            yaxis=dict(
                title="Prospects",
                showgrid=True,
                gridcolor='lightgray',
                griddash='dot',  # Setting y-axis gridline color to gray
                zeroline=False,  # Hiding the y-axis zero line
                # range=[18000, max(max(cumulative), max(values)) + 1000] # Setting the y-axis range from 19k to slightly above the maximum value
            )
            )
        fig.add_annotation(
        text=f"{start_date2.strftime('%m-%d-%Y')} to {end_date2.strftime('%m-%d-%Y')} vs. {start_date1.strftime('%m-%d-%Y')} To {end_date1.strftime('%m-%d-%Y')}",
        x=0,
        y=1.15,
        xref="x domain",
        yref="y domain",
        showarrow=False,
        font=dict(size=16),
        # align='left'
    )
        # fig.update_xaxes(
        #         tickmode="array",
        #         # categoryorder="total ascending",
        #         tickvals=[f"{abs(values[i])}"],
        #         ticktext=[f"{abs(values[i])}"],
        #         ticklabelposition="outside",
        #         tickfont=dict(color="white"),
        # )
    else :
        fig.update_layout(
            showlegend=False,
            # plot_bgcolor='black',
            # paper_bgcolor='black',
            # font=dict(color='white'),  # Changing font color to white for better contrast
            xaxis=dict(
                showgrid=False,
                zeroline=False,  # Hiding the x-axis zero line
            ),
            yaxis=dict(
                title="Prospects",
                showgrid=True,
                gridcolor='lightgray',
                griddash='dot',  # Setting y-axis gridline color to gray
                zeroline=False,  # Hiding the y-axis zero line
                # range=[10000, max(cumulative)+1000]  # Setting the y-axis range from 19k to slightly above the maximum value
            )
        
        )
        fig.add_annotation(
        text=f"{start_date_prev.strftime('%m-%d-%Y')} to {end_date_prev.strftime('%m-%d-%Y')} vs. {start_date.strftime('%m-%d-%Y')} To {end_date.strftime('%m-%d-%Y')}",
        x=0,
        y=1.15,
        xref="x domain",
        yref="y domain",
        showarrow=False,
        font=dict(size=16),
        # align='left'
    )
    # # # # print(cur_data)
    # # # # print(prev_data)
    # fig.show()
    return fig
def waterfall(start_date,end_date,btn_chart):
    # if pd.isnull(start_date) == True :
    #     start_date = datetime(2024, 1, 28)
    # if pd.isnull(end_date) == True :
    #     end_date = datetime(2024, 2, 24)
    # start_date = datetime.strptime(start_date, "%Y-%m-%d")
    # end_date = datetime.strptime(end_date, "%Y-%m-%d")
    # start_date = start_date.datetime.data
    # end_date = end_date.datetime.data
    start_date = pd.to_datetime(start_date)
    end_date = pd.to_datetime(end_date)

    if btn_chart == "Month on Month":
        start_date_prev =  start_date +timedelta(weeks=-4)   
        end_date_prev = start_date +timedelta(days=-1)   
    else:
        start_date_prev =  start_date +timedelta(weeks=-52)   
        end_date_prev = start_date_prev +timedelta(weeks=4) +timedelta(days=-1) 
        

    # if start_date_prev < df['Date'].min() : 
    #     return "a"

    prev_data = df[(df['Date'] >= start_date_prev) & (df['Date'] <= end_date_prev)]
    cur_data = df[(df['Date'] >= start_date) & (df['Date'] <= end_date)]


    # Example data for the waterfall chart
    data = [
        {'label': 'Previous Period', 'value': round(prev_data[contribution_cols].values.sum())},
        {'label': 'Broadcast TV', 'value': round(cur_data['Broadcast TV_Prospects'].sum()-prev_data['Broadcast TV_Prospects'].sum())},
        {'label': 'Cable TV', 'value': round(cur_data['Cable TV_Prospects'].sum()-prev_data['Cable TV_Prospects'].sum())},
        {'label': 'Connected & OTT TV', 'value': round(cur_data['Connected & OTT TV_Prospects'].sum()-prev_data['Connected & OTT TV_Prospects'].sum())}, 
        {'label': 'Video', 'value': round(cur_data['Video_Prospects'].sum()-prev_data['Video_Prospects'].sum())}, 
        {'label': 'Display Prospecting', 'value': round(cur_data['Display Prospecting_Prospects'].sum()-prev_data['Display Prospecting_Prospects'].sum())},
        {'label': 'Display Retargeting', 'value': round(cur_data['Display Retargeting_Prospects'].sum()-prev_data['Display Retargeting_Prospects'].sum())},
        {'label': 'Social Prospecting', 'value': round(cur_data['Social Prospecting_Prospects'].sum()-prev_data['Social Prospecting_Prospects'].sum())},
        {'label': 'Social Retargeting', 'value': round(cur_data['Social Retargeting_Prospects'].sum()-prev_data['Social Retargeting_Prospects'].sum())},
        {'label': 'Search Brand', 'value': round(cur_data['Search Brand_Prospects'].sum()-prev_data['Search Brand_Prospects'].sum())}, 
        {'label': 'Search Non-brand', 'value': round(cur_data['Search Non-brand_Prospects'].sum()-prev_data['Search Non-brand_Prospects'].sum())}, 
        {'label': 'Digital Partners', 'value': round(cur_data['Digital Partners_Prospects'].sum()-prev_data['Digital Partners_Prospects'].sum())}, 
        {'label': 'Audio', 'value': round(cur_data['Audio_Prospects'].sum()-prev_data['Audio_Prospects'].sum())}, 
        {'label': 'Email', 'value': round(cur_data['Email_Prospects'].sum()-prev_data['Email_Prospects'].sum())},
        {'label': 'Current Period', 'value': round(cur_data[contribution_cols].values.sum())}
    ]

    # Calculate cumulative values for the waterfall chart
    cumulative = [0]
    for i in range(len(data)):
        cumulative.append(cumulative[-1] + data[i]['value'])

    # Adjusting values to start from zero for both first and last columns
    cumulative[-1] = 0  # Set the last cumulative value to zero

    # Extracting labels and values
    labels = [item['label'] for item in data]
    values = [item['value'] for item in data]

    # Plotting the waterfall chart using go.Bar
    bars = []
    for i in range(len(data)):
        color = '#4A88D9' if i == 0 or i == len(data) - 1 else '#DC5537'  # Blue for first and last, gray for others
        hover_text = f"<b>{labels[i]}</b><br>Value: {abs(values[i])}"

        bars.append(go.Bar(
            x=[labels[i]],
            y=[cumulative[i+1] - cumulative[i]],
            base=[cumulative[i]],
            text=[f"{abs(values[i]):,}"],
            textposition='auto',
            hovertemplate=hover_text,
            marker=dict(color=color),
            showlegend=False
        ))

    # Creating the figure
    fig = go.Figure(data=bars)

    # Updating layout for black background and gray gridlines
    if btn_chart == "Month on Month":
        fig.update_layout(
            title=f"Change In MMM Estimated Prospect Contribution"
            ,showlegend=False,
            # plot_bgcolor='black',
            # paper_bgcolor='black',
            # font=dict(color='white'),  # Changing font color to white for better contrast
            xaxis=dict(
                showgrid=False,
                zeroline=False,  # Hiding the x-axis zero line
            ),
            yaxis=dict(
                title="Prospects",
                showgrid=True,
                gridcolor='lightgray',
                griddash='dot',  # Setting y-axis gridline color to gray
                zeroline=False,  # Hiding the y-axis zero line
                # range=[18000, max(max(cumulative), max(values)) + 1000] # Setting the y-axis range from 19k to slightly above the maximum value
            )
            )
        fig.add_annotation(
        text=f"{start_date_prev.strftime('%m-%d-%Y')} to {end_date_prev.strftime('%m-%d-%Y')} vs. {start_date.strftime('%m-%d-%Y')} To {end_date.strftime('%m-%d-%Y')}",
        x=0,
        y=1.15,
        xref="x domain",
        yref="y domain",
        showarrow=False,
        font=dict(size=16),
        # align='left'
    )
        # fig.update_xaxes(
        #         tickmode="array",
        #         # categoryorder="total ascending",
        #         tickvals=[f"{abs(values[i])}"],
        #         ticktext=[f"{abs(values[i])}"],
        #         ticklabelposition="outside",
        #         tickfont=dict(color="white"),
        # )
    else :
        fig.update_layout(
            showlegend=False,
            # plot_bgcolor='black',
            # paper_bgcolor='black',
            # font=dict(color='white'),  # Changing font color to white for better contrast
            xaxis=dict(
                showgrid=False,
                zeroline=False,  # Hiding the x-axis zero line
            ),
            yaxis=dict(
                title="Prospects",
                showgrid=True,
                gridcolor='lightgray',
                griddash='dot',  # Setting y-axis gridline color to gray
                zeroline=False,  # Hiding the y-axis zero line
                # range=[10000, max(cumulative)+1000]  # Setting the y-axis range from 19k to slightly above the maximum value
            )
        
        )
        fig.add_annotation(
        text=f"{start_date_prev.strftime('%m-%d-%Y')} to {end_date_prev.strftime('%m-%d-%Y')} vs. {start_date.strftime('%m-%d-%Y')} To {end_date.strftime('%m-%d-%Y')}",
        x=0,
        y=1.15,
        xref="x domain",
        yref="y domain",
        showarrow=False,
        font=dict(size=16),
        # align='left'
    )
    # # # # print(cur_data)
    # # # # print(prev_data)
    # fig.show()
    return fig

def shares_df_func(start_date,end_date):
    # if pd.isnull(start_date) == True :
    #     start_date = datetime(2024, 1, 28)
    # if pd.isnull(end_date) == True :
    #     end_date = datetime(2024, 2, 24)

    start_date = pd.to_datetime(start_date)
    end_date = pd.to_datetime(end_date)

    start_date_prev =  start_date +timedelta(weeks=-4)   
    end_date_prev = start_date +timedelta(days=-1)   

    prev_data = df[(df['Date'] >= start_date_prev) & (df['Date'] <= end_date_prev)]
    cur_data = df[(df['Date'] >= start_date) & (df['Date'] <= end_date)]
    cur_df1 = pd.DataFrame(cur_data[spend_cols].sum()).reset_index()
    cur_df2 = pd.DataFrame(cur_data[metric_cols].sum()).reset_index()
    cur_df3 = pd.DataFrame(cur_data[contribution_cols].sum()).reset_index()

    cur_df1.columns = ["channels","cur_total_spend"]
    cur_df2.columns = ["channels","cur_total_support"]
    cur_df3.columns = ["channels","cur_total_contributions"]
    cur_df1["channels"] = channels
    cur_df2["channels"] = channels
    cur_df3["channels"] = channels

    cur_df1["cur_spend_share"] = (cur_df1["cur_total_spend"]/cur_df1["cur_total_spend"].sum())*100
    cur_df2["cur_support_share"] = (cur_df2["cur_total_support"]/cur_df2["cur_total_support"].sum())*100
    cur_df3["cur_contributions_share"] = (cur_df3["cur_total_contributions"]/cur_df3["cur_total_contributions"].sum())*100

    prev_df1 = pd.DataFrame(prev_data[spend_cols].sum()).reset_index()
    prev_df2 = pd.DataFrame(prev_data[metric_cols].sum()).reset_index()
    prev_df3 = pd.DataFrame(prev_data[contribution_cols].sum()).reset_index()

    prev_df1.columns = ["channels","prev_total_spend"]
    prev_df2.columns = ["channels","prev_total_support"]
    prev_df3.columns = ["channels","prev_total_contributions"]

    prev_df1["channels"] = channels
    prev_df2["channels"] = channels
    prev_df3["channels"] = channels

    prev_df1["prev_spend_share"] =  (prev_df1["prev_total_spend"]/prev_df1["prev_total_spend"].sum())*100
    prev_df2["prev_support_share"] = (prev_df2["prev_total_support"]/prev_df2["prev_total_support"].sum())*100
    prev_df3["prev_contributions_share"] = (prev_df3["prev_total_contributions"]/prev_df3["prev_total_contributions"].sum())*100

    cur_df = cur_df1.merge(cur_df2,on="channels",how = "inner")
    cur_df = cur_df.merge(cur_df3,on="channels",how = "inner")

    prev_df = prev_df1.merge(prev_df2,on="channels",how = "inner")
    prev_df = prev_df.merge(prev_df3,on="channels",how = "inner")

    shares_df = cur_df.merge(prev_df,on = "channels",how = "inner")
    shares_df["Contribution Change"] = (-shares_df["prev_contributions_share"]+shares_df["cur_contributions_share"])/shares_df["prev_contributions_share"]
    shares_df["Support Change"] = (-shares_df["prev_support_share"]+shares_df["cur_support_share"])/shares_df["prev_support_share"]
    shares_df["Spend Change"] = (-shares_df["prev_spend_share"]+shares_df["cur_spend_share"])/shares_df["prev_spend_share"]
    shares_df["Efficiency Index"] = shares_df["cur_contributions_share"]/shares_df["cur_spend_share"]
    shares_df["Effectiveness Index"] = shares_df["cur_support_share"]/shares_df["cur_spend_share"]
    return shares_df

def waterfall_table_func(shares_df):
    ### waterfall delta table
    # if pd.isnull(start_date) == True :
    #     start_date = datetime(2024, 1, 28)
    # if pd.isnull(end_date) == True :
    #     end_date = datetime(2024, 2, 24) 

    waterfall_delta_df = shares_df[["channels","Contribution Change","Support Change","Spend Change"]]
    waterfall_delta_df = waterfall_delta_df.rename(columns = {"channels":"METRIC"})
    waterfall_delta_df.index = waterfall_delta_df["METRIC"]
    waterfall_delta_df = waterfall_delta_df.round(2)
    return (waterfall_delta_df[["Contribution Change","Support Change","Spend Change"]].transpose())

 
def channel_contribution(start_date,end_date):

    # if pd.isnull(start_date) == True :
    #     start_date = datetime(2024, 1, 28)
    # if pd.isnull(end_date) == True :
    #     end_date = datetime(2024, 2, 24)
 
    start_date = pd.to_datetime(start_date)
    end_date = pd.to_datetime(end_date)

    cur_data = df[(df['Date'] >= start_date) & (df['Date'] <= end_date)]

    channel_df = pd.DataFrame(cur_data[contribution_cols].sum()).reset_index()
    channel_df.columns = ["channels","contributions"]
    channel_df["channels"] = channels

    # Creating the bar chart
    fig = go.Figure(data=[go.Bar(
        x=channel_df['channels'],
        y=round(channel_df['contributions']),
        marker=dict(color='rgb(74, 136, 217)'),  # Blue color for all bars
        text=(channel_df['contributions']).astype(int).apply(lambda x: f"{x:,}"),
        textposition='outside'
    )])

    # Updating layout for better visualization
    fig.update_layout(
        
        # title=f"Media Contribution",
        # plot_bgcolor='black',
        # paper_bgcolor='black',
        # font=dict(color='white'),  # Changing font color to white for better contrast
        title=
            {
                    'text': "Media Contribution",
                    'font': {
                    'size': 28,
                    'family': 'Arial',
                    'color': 'black',
                    # 'bold': True
                }
            },
        xaxis=dict(
            showgrid=False,
            gridcolor='gray',  # Setting x-axis gridline color to gray
            zeroline=False,  # Hiding the x-axis zero line
        ),
        yaxis=dict(
            title="Prospect",
            showgrid=True,
            gridcolor='lightgray',
            griddash='dot',   # Setting y-axis gridline color to gray
            zeroline=False,  # Hiding the y-axis zero line
        )
    )
    
            
    fig.add_annotation(
        text=f"{start_date.strftime('%m-%d-%Y')} to {end_date.strftime('%m-%d-%Y')}",
        x=0,
        y=1.15,
        xref="x domain",
        yref="y domain",
        showarrow=False,
        font=dict(size=16),
        # align='left'
    )

    return fig

def chanel_spends(start_date,end_date):

    # if pd.isnull(start_date) == True :
    #     start_date = datetime(2024, 1, 28)
    # if pd.isnull(end_date) == True :
    #     end_date = datetime(2024, 2, 24)
 
    start_date = pd.to_datetime(start_date)
    end_date = pd.to_datetime(end_date)

    cur_data = df[(df['Date'] >= start_date) & (df['Date'] <= end_date)]

    channel_df = pd.DataFrame(cur_data[spend_cols].sum()).reset_index()
    channel_df.columns = ["channels","spends"]
    channel_df["channels"] = channels

    # Creating the bar chart
    fig = go.Figure(data=[go.Bar(
        x=channel_df['channels'],
        y=round(channel_df['spends']),
        marker=dict(color='rgb(74, 136, 217)'),  # Blue color for all bars
        text=channel_df['spends'].apply(numerize),
        # text = (channel_df['spends']).astype(int).apply(lambda x: f"{x:,}"),
        textposition='outside'
    )])

    # Updating layout for better visualization
    fig.update_layout(
        # title=f"Media Spends",
        # plot_bgcolor='black',
        # paper_bgcolor='black',
        # font=dict(color='white'),  # Changing font color to white for better contrast
        title=
            {
                    'text': "Media Spends",
                    'font': {
                    'size': 28,
                    'family': 'Arial',
                    'color': 'black',
                    # 'bold': True
                }
            },
        xaxis=dict(
            showgrid=False,
            gridcolor='gray',  # Setting x-axis gridline color to gray
            zeroline=False,  # Hiding the x-axis zero line
        ),
        yaxis=dict(
            title="Spends ($)",
            showgrid=True,
            gridcolor='lightgray',
            griddash='dot',   # Setting y-axis gridline color to gray
            zeroline=False,  # Hiding the y-axis zero line
        )
    )
    fig.add_annotation(
        text=f"{start_date.strftime('%m-%d-%Y')} to {end_date.strftime('%m-%d-%Y')}",
        x=0,
        y=1.15,
        xref="x domain",
        yref="y domain",
        showarrow=False,
        font=dict(size=16),
        # align='left'
    )

    return fig

def shares_table_func(shares_df):

    # if pd.isnull(start_date) == True :
    #     start_date = datetime(2024, 1, 28)
    # if pd.isnull(end_date) == True :
    #     end_date = datetime(2024, 2, 24) 

    ### Shares tables
    shares_table_df = shares_df[["channels","cur_spend_share","cur_support_share","cur_contributions_share","Efficiency Index","Effectiveness Index"]]
    shares_table_df = shares_table_df.rename(columns = {"channels":"METRIC",
                                                    "cur_spend_share":"Spend Share",
                                                        "cur_support_share":"Support Share",
                                                        "cur_contributions_share":"Contribution Share"})
    shares_table_df.index = shares_table_df["METRIC"]
    for c in ["Spend Share","Support Share","Contribution Share"]:
        shares_table_df[c] = shares_table_df[c].astype(int)
        shares_table_df[c] = shares_table_df[c].astype(str)+'%'
    for c in ["Efficiency Index","Effectiveness Index"]:
        shares_table_df[c] = shares_table_df[c].round(2).astype(str)
    shares_table_df = shares_table_df[["Spend Share","Support Share","Contribution Share","Efficiency Index","Effectiveness Index"]].transpose()
    return (shares_table_df)

def eff_table_func(shares_df):

    # if pd.isnull(start_date) == True :
    #     start_date = datetime(2024, 1, 28)
    # if pd.isnull(end_date) == True :
    #     end_date = datetime(2024, 2, 24)

    media_df = shares_df[['channels', 'cur_total_spend',"cur_total_support", "cur_total_contributions" ,'cur_spend_share',
       'cur_support_share', 'cur_contributions_share',  'Efficiency Index', 'Effectiveness Index']]
    media_df = media_df.rename(columns = {"channels":"MEDIA",
                                                    "cur_total_spend":"TOTAL SPEND",
                                                    "cur_total_support":"TOTAL SUPPORT",
                                                    "cur_total_contributions":"TOTAL CONTRIBUTION",

                                                    "cur_spend_share":"SPEND SHARE",
                                                        "cur_support_share":"SUPPORT SHARE",
                                                        "cur_contributions_share":"CONTRIBUTION SHARE",
                                                     'Efficiency Index':'EFFICIENCY INDEX', 
                                                     'Effectiveness Index'  :'EFFECTIVENESS INDEX'  
                                                        })
   
    media_df.index = media_df["MEDIA"]
    media_df.drop(columns = ["MEDIA"],inplace = True)
    for c in ["TOTAL SPEND","TOTAL SUPPORT","TOTAL CONTRIBUTION"]:
        media_df[c] = media_df[c].astype(int)
    for c in ["SPEND SHARE","SUPPORT SHARE","CONTRIBUTION SHARE"]:
        media_df[c] = media_df[c].astype(int)
        media_df[c] = media_df[c].astype(str)+'%'
    for c in ['EFFICIENCY INDEX','EFFECTIVENESS INDEX']:
        media_df[c] = media_df[c].round(2).astype(str)
    return (media_df)

def cpp(start_date,end_date):
    # if pd.isnull(start_date) == True :
    #     start_date = datetime(2024, 1, 28)
    # if pd.isnull(end_date) == True :
    #     end_date = datetime(2024, 2, 24)


    start_date = pd.to_datetime(start_date)
    end_date = pd.to_datetime(end_date)

    cur_data = df[(df['Date'] >= start_date) & (df['Date'] <= end_date)]


    fig = go.Figure()
    colors = [
        'rgba(74, 136, 217, 0.8)',   # Blue
        'rgba(220, 85, 55, 0.8)',    # Red
        'rgba(67, 150, 80, 0.8)',    # Green
        'rgba(237, 151, 35, 0.8)',   # Orange
        'rgba(145, 68, 255, 0.8)',   # Purple
        'rgba(128, 128, 128, 0.8)',  # Gray
        'rgba(255, 165, 0, 0.8)',    # Amber
        'rgba(255, 192, 203, 0.8)',  # Pink
        'rgba(0, 191, 255, 0.8)',    # Deep Sky Blue
        'rgba(127, 255, 0, 0.8)',    # Chartreuse
        'rgba(255, 69, 0, 0.8)',     # Red-Orange
        'rgba(75, 0, 130, 0.8)',     # Indigo
        'rgba(240, 230, 140, 0.8)',   # Khaki
        'rgba(218, 112, 214, 0.8)'
    ]
    colors = ['#ff2b2b',  # Pastel Peach
    '#0068c9',  # Pastel Blue
    '#83c9ff',  # Pastel Pink
    
    '#ffabab',  # Pastel Purple
    '#29b09d',  # Pastel Green
    '#7defa1',  # Pastel Yellow
    '#ff8700',  # Pastel Gray
    '#ffd16a',  # Pastel Red
    '#6d3fc0',  # Pastel Rose
    '#d5dae5',  # Pastel Lavender
    '#309bff',  # Pastel Mauve
    '#e9f5ff',  # Pastel Beige
    '#BEBADA'   # Pastel Lilac
    ]

    for i in range(0,13):
        cpp_df = cur_data[['Date',spend_cols[i],contribution_cols[i]]]
        cpp_df[channels[i]+"_cpp"] = cpp_df[spend_cols[i]]/cpp_df[contribution_cols[i]]
        # Add each line trace
        fig.add_trace(go.Scatter(x=cpp_df['Date'], y=cpp_df[channels[i]+"_cpp"], mode='lines', name=channels[i], line=dict(color=colors[i])))

    # Update layout for better visualization
    fig.update_layout(
        # title=f"CPP Distribution"
        # ,
        title=
            {
                    'text': "Cost Per Prospect Distribution",
                    'font': {
                    'size': 28,
                    'family': 'Arial',
                    'color': 'black',
                    # 'bold': True
                }
            },
        # plot_bgcolor='black',
        # paper_bgcolor='black',
        # font=dict(color='white'),  # Changing font color to white for better contrast
        xaxis=dict(
            showgrid=False,
            gridcolor='lightgray',
            griddash='dot',   # Setting x-axis gridline color to gray
            zeroline=False,  # Hiding the x-axis zero line
        ),
        yaxis=dict(
            title="CPP",
            showgrid=True,
            gridcolor='lightgray',
                griddash='dot',   # Setting y-axis gridline color to gray
            zeroline=False,  # Hiding the y-axis zero line
        ),
        hovermode='x'  # Show hover info for all lines at a single point
    )
    fig.add_annotation(
        text=f"{start_date.strftime('%m-%d-%Y')} to {end_date.strftime('%m-%d-%Y')}",
        x=0,
        y=1.15,
        xref="x domain",
        yref="y domain",
        showarrow=False,
        font=dict(size=16),
        # align='left'
    )
    return fig

def base_decomp():

    # if pd.isnull(start_date) == True :
    #     start_date = datetime(2024, 1, 28)
    # if pd.isnull(end_date) == True :
    #     end_date = datetime(2024, 2, 24)

    base_decomp_df = df[['Date','Unemployment', 'Competition','Trend','Seasonality','Base_0']]
    fig = go.Figure()
    colors = ['#ff2b2b',  # Pastel Peach
    '#0068c9',  # Pastel Blue
    '#83c9ff',  # Pastel Pink
    ]
    # Add each line trace
    fig.add_trace(go.Scatter(x=base_decomp_df['Date'], y=base_decomp_df['Base_0'], mode='lines', name='Trend and Seasonality',line=dict(color=colors[0])))
    fig.add_trace(go.Scatter(x=base_decomp_df['Date'], y=base_decomp_df['Unemployment'], mode='lines', name='Unemployment',line=dict(color=colors[1])))
    fig.add_trace(go.Scatter(x=base_decomp_df['Date'], y=base_decomp_df['Competition'], mode='lines', name='Competition',line=dict(color=colors[2])))

    # Update layout for better visualization
    fig.update_layout(
        # title=f"Base Decomposition"
        # <br>{cur_data['Date'].min().strftime('%m-%d-%Y')} to {cur_data['Date'].max().strftime('%m-%d-%Y')}"
        # ,
        # plot_bgcolor='black',
        # paper_bgcolor='black',
        # font=dict(color='white'),  # Changing font color to white for better contrast
        title=
            {
                    'text': "Base Decomposition",
                    'font': {
                    'size': 28,
                    'family': 'Arial',
                    'color': 'black',
                    # 'bold': True
                }
            },
        xaxis=dict(
            showgrid=False,
            gridcolor='gray',  # Setting x-axis gridline color to gray
            zeroline=True,  # Hiding the x-axis zero line
        ),
        yaxis=dict(
            title="Prospect",
            showgrid=True,
            gridcolor='lightgray',
            griddash='dot',  # Setting y-axis gridline color to gray
            zeroline=False,  # Hiding the y-axis zero line
        ),
        hovermode='x'  # Show hover info for all lines at a single point
    )
    fig.add_annotation(
        text=f"{base_decomp_df['Date'].min().strftime('%m-%d-%Y')} to {(base_decomp_df['Date'].max()+timedelta(days=6)).strftime('%m-%d-%Y')}",
        x=0,
        y=1.15,
        xref="x domain",
        yref="y domain",
        showarrow=False,
        font=dict(size=16),
        # align='left'
    )
    return fig

def media_decomp():
    # if pd.isnull(start_date) == True :
    #     start_date = datetime(2024, 1, 28)
    # if pd.isnull(end_date) == True :
    #     end_date = datetime(2024, 2, 24)

    df['base'] = df[ 'Base_0']+df['Unemployment']+df['Competition']
    cols = ['Date',        
            'base',
    'Broadcast TV_Prospects',
    'Cable TV_Prospects',
    'Connected & OTT TV_Prospects',
    'Video_Prospects',
    'Display Prospecting_Prospects',
    'Display Retargeting_Prospects',
    'Social Prospecting_Prospects',
    'Social Retargeting_Prospects',
    'Search Brand_Prospects',
    'Search Non-brand_Prospects',
    'Digital Partners_Prospects',
    'Audio_Prospects',
    'Email_Prospects',
        ]
    media_decomp_df = df[cols]

        # Calculating the cumulative sum for stacking
    cumulative_df = media_decomp_df.copy()
    # for channel in media_decomp_df.columns[1:]:
    #     cumulative_df[channel] = cumulative_df[channel] + cumulative_df[channel].shift(1, fill_value=0)

    media_cols = media_decomp_df.columns
    for i in range(2,len(media_cols)):
    #     # # # print(media_cols[i])
        cumulative_df[media_cols[i]] = cumulative_df[media_cols[i]] + cumulative_df[media_cols[i-1]]
    # cumulative_df

    # Creating the stacked area chart
    fig = go.Figure()

    colors =colors = [
        'rgba(74, 136, 217, 0.8)',   # Blue
        'rgba(220, 85, 55, 0.8)',    # Red
        'rgba(67, 150, 80, 0.8)',    # Green
        'rgba(237, 151, 35, 0.8)',   # Orange
        'rgba(145, 68, 255, 0.8)',   # Purple
        'rgba(128, 128, 128, 0.8)',  # Gray
        'rgba(255, 165, 0, 0.8)',    # Amber
        'rgba(255, 192, 203, 0.8)',  # Pink
        'rgba(0, 191, 255, 0.8)',    # Deep Sky Blue
        'rgba(127, 255, 0, 0.8)',    # Chartreuse
        'rgba(255, 69, 0, 0.8)',     # Red-Orange
        'rgba(75, 0, 130, 0.8)',     # Indigo
        'rgba(240, 230, 140, 0.8)',   # Khaki
        'rgba(218, 112, 214, 0.8)'
    ]

    for idx, channel in enumerate(media_decomp_df.columns[1:]):
        fig.add_trace(go.Scatter(
            x=media_decomp_df['Date'],
            y=cumulative_df[channel],
            fill='tonexty' if idx > 0 else 'tozeroy',  # Fill to the previous curve
            mode='none',
            name=str.split(channel,'_')[0],
            text=media_decomp_df[channel],  # Adding text for each point
            hoverinfo='x+y+text',
            fillcolor=colors[idx]  # Different color for each channel
        ))

    # Updating layout for better visualization
    fig.update_layout(
        # title=f"Media Decomposition",# <br>{cur_data['Date'].min().strftime('%m-%d-%Y')} to {cur_data['Date'].max().strftime('%m-%d-%Y')}",
        title=
            {
                    'text': "Media Decomposition",
                    'font': {
                    'size': 28,
                    'family': 'Arial',
                    'color': 'black',
                    # 'bold': True
                }
            },
        # plot_bgcolor='black',
        # paper_bgcolor='black',
        # font=dict(color='white'),  # Changing font color to white for better contrast
        xaxis=dict(
            showgrid=False,
            gridcolor='gray',  # Setting x-axis gridline color to gray
            zeroline=False,  # Hiding the x-axis zero line
        ),
        yaxis=dict(
        title="Prospect",
            showgrid=True,
            gridcolor='lightgray',
            griddash='dot',   # Setting y-axis gridline color to gray
            zeroline=False,  # Hiding the y-axis zero line
        )
    )
    fig.add_annotation(
        text=f"{media_decomp_df['Date'].min().strftime('%m-%d-%Y')} to {(media_decomp_df['Date'].max()+timedelta(days=6)).strftime('%m-%d-%Y')}",
        x=0,
        y=1.15,
        xref="x domain",
        yref="y domain",
        showarrow=False,
        font=dict(size=16),
        # align='left'
    )
    return fig

def mmm_model_quality():
    base_df = df[['Date',"Y_hat","Y"]]
    fig = go.Figure()

    # Add each line trace
    fig.add_trace(go.Scatter(x=base_df['Date'], y=base_df['Y_hat'], mode='lines', name='Predicted',line=dict(color='#CC5500') ))
    fig.add_trace(go.Scatter(x=base_df['Date'], y=base_df['Y'], mode='lines', name='Actual (Prospect)',line=dict(color='#4B88FF')))


    # Update layout for better visualization
    fig.update_layout(
        title={
                    'text': "Model Predicted v/s Actual Prospects",
                    'font': {
                    'size': 24,
                    'family': 'Arial',
                    'color': 'black',
                    # 'bold': True
                }
            }
        # title=f"Model Predicted v/s Actual Prospects"
        ,
        # plot_bgcolor='black',
        # paper_bgcolor='black',
        # font=dict(color='white'),  # Changing font color to white for better contrast
        xaxis=dict(
            showgrid=False,
            gridcolor='gray',  # Setting x-axis gridline color to gray
            zeroline=False,  # Hiding the x-axis zero line
        ),
        yaxis=dict(
            title="Prospects",
            showgrid=True,
            gridcolor='lightgray',
            griddash='dot',  # Setting y-axis gridline color to gray
            zeroline=False,  # Hiding the y-axis zero line
        ),
        hovermode='x'  # Show hover info for all lines at a single point
    )

    return(fig)

def media_data():
    # Path to your JSON file
    json_file_path =  "all_solutions_2024-05-09.json"
    # Read the JSON file
    with open(json_file_path, 'r') as file:
        json_data = json.load(file)

    # Initialize a list to store the extracted data
    extracted_data = []

    # Extract half_life and coeff from media_params
    for params_type in ["control_params","other_params","media_params"]:
        for media, params in json_data['solution_0']['solution'][params_type].items():
            try:
                extracted_data.append({
                'category': media,# str.split(params_type,'_')[0],
                'half_life': params['half_life'],
                'coeff': params['coeff']
                })
            except:
                extracted_data.append({
                'category':media,# str.split(params_type,'_')[0],
                'half_life': None,
                'coeff': params['coeff']
                })

    media_df = pd.DataFrame(extracted_data)
    return media_df

def elasticity_and_media(media_df):
    # Create subplots
    fig = make_subplots(rows=1, cols=2, subplot_titles=("Chart 1", "Chart 2"))
    fig.add_trace(
    go.Bar(
        x=media_df['coeff'],
        y=media_df['category'],
        orientation='h',  # Setting the orientation to horizontal
        marker_color='rgba(75, 136, 257, 1)',  
        text= media_df['coeff'].round(2),
        textposition="outside"
    ),row=1, col=1
    )

    fig.add_trace(
    go.Bar(
        x=media_df[media_df['half_life'].isnull()==False]['half_life'],
        y=media_df[media_df['half_life'].isnull()==False]['category'],
        orientation='h',  # Setting the orientation to horizontal
        marker_color='rgba(75, 136, 257, 1)',  
        # text= media_df[media_df['half_life'].isnull()==False]['half_life'].round(2),
        textposition="outside"
    ),row=1, col=2
    )
    fig.update_layout(
    margin=dict(l=40, r=40, t=40, b=40),  # Adjust the margins
    )

    return fig

def elasticity(media_df):
    fig = go.Figure()
    # media_df = media_df[["category","coeff"]]
    fig.add_trace(go.Bar(
        
        x=media_df['coeff'],
        y=media_df['category'],
        orientation='h',  # Setting the orientation to horizontal
        marker_color='rgba(75, 136, 257, 1)',  
        text= media_df['coeff'].round(2),
        textposition="outside"
    ))

    # Updating layout for better visualization
    fig.update_layout(
        title={
                    'text': "Media And Baseline Elasticity",
                    'font': {
                    'size': 24,
                    'family': 'Arial',
                    'color': 'black',
                    # 'bold': True
                }
            }
            
            ,
        # title="Media And Baseline Elasticity",
        xaxis=dict(
            title="Elasticity (coefficient)",
            showgrid=True,
            gridcolor='lightgray',
            griddash='dot',  # Setting x-axis gridline color to gray
            zeroline=False,  # Hiding the x-axis zero line
        ),
        yaxis=dict(
            
            showgrid=False,
            gridcolor='gray',  # Setting y-axis gridline color to gray
            zeroline=False,  # Hiding the y-axis zero line
        ),
        margin=dict(r=10)
        # plot_bgcolor='black',
        # paper_bgcolor='black',
        # font=dict(color='lightgray')  # Changing font color to white for better contrast
    )
    return fig






def half_life(media_df):
    fig = go.Figure()
    # media_df = media_df[["category","coeff"]]
    fig.add_trace(go.Bar(
        
        x=media_df[media_df['half_life'].isnull()==False]['half_life'],
        y=media_df[media_df['half_life'].isnull()==False]['category'],
        orientation='h',  # Setting the orientation to horizontal
        marker_color='rgba(75, 136, 257, 1)',  
        text= media_df[media_df['half_life'].isnull()==False]['half_life'].round(2),
        textposition="outside"
    ))

    # Updating layout for better visualization
    fig.update_layout(
        title={
                    'text': "Media Half-life",
                    'font': {
                    'size': 24,
                    'family': 'Arial',
                    'color': 'black',
                    # 'bold': True
                }
            }
            
            ,
        xaxis=dict(
            title="Weeks",
            showgrid=True,
            gridcolor='lightgray',
            griddash='dot',  # Setting x-axis gridline color to gray
            zeroline=False,  # Hiding the x-axis zero line
        ),
        yaxis=dict(
            
            showgrid=False,
            gridcolor='gray',  # Setting y-axis gridline color to gray
            zeroline=False,  # Hiding the y-axis zero line
        ),margin=dict(l=20)
        # plot_bgcolor='black',
        # paper_bgcolor='black',
        # font=dict(color='lightgray')  # Changing font color to white for better contrast
    )
    return fig


# media metrics table
n = 104
k = 18

def calculate_aic(y, y_hat):
    n = len(y)
    sse = np.sum((y - y_hat) ** 2)
    aic = n * np.log(sse / n) + 2 * k
    return aic

def calculate_bic(y, y_hat):
    n = len(y)
    sse = np.sum((y - y_hat) ** 2)
    bic = n * np.log(sse / n) + k * np.log(n)
    return bic
def calculate_r_squared(y, y_hat):
    ss_total = np.sum((y - np.mean(y)) ** 2)
    ss_residual = np.sum((y - y_hat) ** 2)
    r_squared = 1 - (ss_residual / ss_total)
    return r_squared

# Function to calculate Adjusted R-squared
def calculate_adjusted_r_squared(y, y_hat):
    n = len(y)
    r_squared = calculate_r_squared(y, y_hat)
    adjusted_r_squared = 1 - ((1 - r_squared) * (n - 1) / (n - k - 1))
    return adjusted_r_squared

# Function to calculate MAPE
def calculate_mape(y, y_hat):
    mape = np.mean(np.abs((y - y_hat) / y)) * 100
    return mape

def model_metrics_table_func():
    model_metrics_df = pd.DataFrame([calculate_r_squared(df["Y"], df["Y_hat"]),
                                 calculate_adjusted_r_squared(df["Y"], df["Y_hat"]),
                                 calculate_mape(df["Y"], df["Y_hat"]),
                                 calculate_aic(df["Y"], df["Y_hat"]),
                                 calculate_bic(df["Y"], df["Y_hat"])])
    model_metrics_df.index = ["R-squared","Adjusted R-squared","MAPE","AIC","BIC"]
    model_metrics_df = model_metrics_df.transpose()
    # model_metrics_df.index = model_metrics_df["R-squared"]
    # model_metrics_df = model_metrics_df.drop(columns=["R-squared"])
    model_metrics_df2 = pd.DataFrame(model_metrics_df.values,columns=["R-squared","Adjusted R-squared","MAPE","AIC","BIC"] )

    # model_metrics_df2 = model_metrics_df2.round(2)
    model_metrics_df2["R-squared"] = model_metrics_df2["R-squared"].apply(lambda x: "{:.2%}".format(x))
    model_metrics_df2["Adjusted R-squared"] = model_metrics_df2["Adjusted R-squared"].apply(lambda x: "{:.2%}".format(x))
    model_metrics_df2["MAPE"] = (model_metrics_df2["MAPE"]/100).apply(lambda x: "{:.2%}".format(x))
    model_metrics_df2["AIC"] = model_metrics_df2["AIC"].round(0)
    model_metrics_df2["BIC"] = model_metrics_df2["BIC"].round(0)
    model_metrics_df2.index = [" "]
    # model_metrics_df2 = model_metrics_df2.reset_index(drop = True)
    return model_metrics_df2

def get_month_name(month_number):
        
        months = ["January", "February", "March", "April", "May", "June",
          "July", "August", "September", "October", "November", "December"]
        if 1 <= month_number <= 12:
            return months[month_number - 1]  
        else:
            return "Invalid month number"
    
    

def scenario_spend_forecasting(delta_df,start_date,end_date):
    
    key_df = pd.DataFrame()
    key_df["Channel_name"] = ["Email",
                              "DisplayRetargeting",
                          "\xa0Video",
                          "BroadcastTV",
                          "SocialRetargeting",
                          "Connected&OTTTV",
                          "SearchBrand",
                          "Audio",
                          "SocialProspecting",
                          "CableTV",
                          "DisplayProspecting",
                          "SearchNon-brand",
                          "DigitalPartners"]
    key_df["Channels"] = [
    "EMAIL",
    "DISPLAY RETARGETING",
    "VIDEO",
    "BROADCAST TV",
    "SOCIAL RETARGETING",
    "CONNECTED & OTT TV",
    "SEARCH BRAND",
    "AUDIO",
    "SOCIAL PROSPECTING",
    "CABLE TV",
    "DISPLAY PROSPECTING",
    "SEARCH NON-BRAND",
    "DIGITAL PARTNERS"
]

        
    start_date = pd.to_datetime(start_date)
    end_date = pd.to_datetime(end_date)

    cur_data = df[(df['Date'] >= start_date) & (df['Date'] <= end_date)]
    cur_data["Month"] = cur_data["Date"].dt.month
    # cur_data["Year"] = cur_data["Date"].dt.year
    cur_data["Month year"] = cur_data["Month"].apply(get_month_name) + ' ' +(cur_data["Date"].dt.year+1).astype(str)
    grp_cols = ['tv_broadcast_spend', 
                'tv_cable_spend', 
                'stream_video_spend', 
                'olv_spend', 
                'disp_prospect_spend', 
                'disp_retarget_spend', 
                'social_prospect_spend', 
                'social_retarget_spend', 
                'search_brand_spend', 
                'search_nonbrand_spend', 
                'cm_spend', 
                'audio_spend', 
                'email_spend',
                "Month",
                "Month year"]
    
    data2 = cur_data[grp_cols].groupby("Month year").sum()

    data2.columns = [
            'BROADCAST TV',
            'CABLE TV',
            'CONNECTED & OTT TV',
            'VIDEO',
            'DISPLAY PROSPECTING',
            'DISPLAY RETARGETING',
            'SOCIAL PROSPECTING',
            'SOCIAL RETARGETING',
            'SEARCH BRAND',
            'SEARCH NON-BRAND',
            'DIGITAL PARTNERS',
            'AUDIO',
            'EMAIL',
            "Month"]
    data2 = data2.sort_values("Month")
    data2.drop(columns = ["Month"], inplace = True)

    key_df = pd.DataFrame()
    key_df["Channel_name"] = ["Email","DisplayRetargeting","\xa0Video","BroadcastTV","SocialRetargeting","Connected&OTTTV","SearchBrand","Audio","SocialProspecting","CableTV","DisplayProspecting","SearchNon-brand","DigitalPartners"]
    key_df["Channels"] = ["EMAIL","DISPLAY RETARGETING","VIDEO","BROADCAST TV","SOCIAL RETARGETING","CONNECTED & OTT TV","SEARCH BRAND","AUDIO","SOCIAL PROSPECTING","CABLE TV","DISPLAY PROSPECTING","SEARCH NON-BRAND","DIGITAL PARTNERS"]
    delta_df = delta_df.merge(key_df,on = "Channel_name",how = "inner")
    # # print(delta_df)

    data3 = data2.copy()
    for channel in delta_df["Channels"]:
        # # print(channel)
        delta_percent = delta_df[delta_df["Channels"]==channel]["Delta_percent"].iloc[0]
        # # print(delta_percent)
        data3[channel] = data3[channel]*(1+delta_percent/100)
    # # print(data2)
    # # print(data3)


    ###### output dataframes
    output_df2 = data3.copy()

    #### percent change dataframe
    delta_df2 = pd.DataFrame(data = delta_df["Delta_percent"].values,index = delta_df["Channels"])
    # # print(delta_df2)
    output_df1 = (pd.DataFrame(data2.sum()).transpose()).append(pd.DataFrame(data3.sum()).transpose()).append(delta_df2.transpose())
    output_df1.index = ["Last Year Spends", "Forecasted Spends","Spends Change"]

      

    # # print(output_df1)
# 



    # # print (data3)
    # data3 = data2.append(key_df)
    # # print (data2)
    # cur_data = cur_data[spend_cols]
    # cur_data.columns = channels
    # data1 = pd.DataFrame(cur_data[channels].sum().transpose()).reset_index()
    # data1.columns = ["Channels","last_year_spends"]

    # df_modified = delta_df.merge(key_df,on = "Channel_name",how = "inner")
    # df_modified2 = df_modified.merge(data1,on = "Channels",how ="outer")
    # # df_modified2["Forecasted Spends"] =( df_modified2["last_year_spends"]*(1+df_modified2["Delta_percent"]/100)).astype(int)
    # df_modified2["Forecasted Spends"] =( df_modified2["last_year_spends"]*(1+df_modified2["Delta_percent"]/100)).apply(lambda x: "${:,.0f}".format(x))
    # df_modified2.index = df_modified2["Channels"]
    # df_modified2["Spend Change"] = (df_modified2["Delta_percent"]/100).apply(lambda x: "{:.0%}".format(x))
    # # df_modified2["Forecasted Spends"] = df_modified2["Forecasted Spends"].astype(int)
    # df_modified2["Last Year Spends"] = df_modified2["last_year_spends"].apply(lambda x: "${:,.0f}".format(x))
    # df_modified3 = df_modified2[["Last Year Spends","Forecasted Spends","Spend Change"]].transpose()
    # # df_modified2["forecasted_spends"] = 
    # # # df_modified = delta_percent
    # # # df_modified["Optimised Spends"] = df_modified["Current Spends"]*
    # df_modified3 = df_modified3[['BROADCAST TV', 'CABLE TV',
    #    'CONNECTED & OTT TV', 'VIDEO', 'DISPLAY PROSPECTING',
    #    'DISPLAY RETARGETING', 'SOCIAL PROSPECTING', 'SOCIAL RETARGETING',
    #    'SEARCH BRAND', 'SEARCH NON-BRAND', 'DIGITAL PARTNERS', 'AUDIO',
    #    'EMAIL']]

    return output_df1,output_df2

def scenario_spend_forecasting2(delta_df,start_date,end_date):
    
    key_df = pd.DataFrame()
    key_df["Channel_name"] = ["Email",
                              "DisplayRetargeting",
                          "\xa0Video",
                          "BroadcastTV",
                          "SocialRetargeting",
                          "Connected&OTTTV",
                          "SearchBrand",
                          "Audio",
                          "SocialProspecting",
                          "CableTV",
                          "DisplayProspecting",
                          "SearchNon-brand",
                          "DigitalPartners"]
    key_df["Channels"] = [
    "EMAIL",
    "DISPLAY RETARGETING",
    "VIDEO",
    "BROADCAST TV",
    "SOCIAL RETARGETING",
    "CONNECTED & OTT TV",
    "SEARCH BRAND",
    "AUDIO",
    "SOCIAL PROSPECTING",
    "CABLE TV",
    "DISPLAY PROSPECTING",
    "SEARCH NON-BRAND",
    "DIGITAL PARTNERS"
]

    # import math    
    # start_date = pd.to_datetime(start_date)
    # end_date = pd.to_datetime(end_date)

    # cur_data = df[(df['Date'] >= start_date) & (df['Date'] < end_date)]
    # cur_data = cur_data[spend_cols2]
    # cur_data.columns = channels2
    
    # cur_data["Date2"] = cur_data["Date"]+ pd.Timedelta(days=6)
    # cur_data["Month"] = cur_data["Date"].dt.month

    
    # # cur_data["Date"] = delta_df["Date"]
    # # cur_data["Date_diff"] = (cur_data["Date"]-start_date).dt.days
    # # cur_data["Date_diff_months"] =(np.ceil(cur_data["Date_diff"] / 30))

    # data2 = cur_data.groupby("Month").agg({
    #     'BROADCAST TV':"sum",
    #     'CABLE TV':"sum",
    #     'CONNECTED & OTT TV':"sum",
    #     'VIDEO':"sum",
    #     'DISPLAY PROSPECTING':"sum",
    #     'DISPLAY RETARGETING':"sum",
    #     'SOCIAL PROSPECTING':"sum",
    #     'SOCIAL RETARGETING':"sum",
    #     'SEARCH BRAND':"sum",
    #     'SEARCH NON-BRAND':"sum",
    #     'DIGITAL PARTNERS':"sum",
    #     'AUDIO':"sum",
    #     'EMAIL':"sum"
    # }).reset_index()

    # def get_month_name(month_number):
        
    #     months = ["January", "February", "March", "April", "May", "June",
    #       "July", "August", "September", "October", "November", "December"]
    #     if 1 <= month_number <= 12:
    #         return months[month_number - 1]  
    #     else:
    #         return "Invalid month number"
    
    # data2["Month year"] = data2["Month"].apply(get_month_name) + ' ' +(data2["Date"].dt.year+1).astype(str)   
    # # # # print(data2.columns)
    # data2 = data2[['Month year' ,'BROADCAST TV', 'CABLE TV',
    #    'CONNECTED & OTT TV', 'VIDEO', 'DISPLAY PROSPECTING',
    #    'DISPLAY RETARGETING', 'SOCIAL PROSPECTING', 'SOCIAL RETARGETING',
    #    'SEARCH BRAND', 'SEARCH NON-BRAND', 'DIGITAL PARTNERS', 'AUDIO',
    #    'EMAIL']]
    # data2.columns = ['Month          ','BROADCAST TV', 'CABLE TV',
    #    'CONNECTED & OTT TV', 'VIDEO', 'DISPLAY PROSPECTING',
    #    'DISPLAY RETARGETING', 'SOCIAL PROSPECTING', 'SOCIAL RETARGETING',
    #    'SEARCH BRAND', 'SEARCH NON-BRAND', 'DIGITAL PARTNERS', 'AUDIO',
    #    'EMAIL']
    
    # data2.set_index('Month          ', inplace=True)
    # for c in ['BROADCAST TV', 'CABLE TV',
    #    'CONNECTED & OTT TV', 'VIDEO', 'DISPLAY PROSPECTING',
    #    'DISPLAY RETARGETING', 'SOCIAL PROSPECTING', 'SOCIAL RETARGETING',
    #    'SEARCH BRAND', 'SEARCH NON-BRAND', 'DIGITAL PARTNERS', 'AUDIO',
    #    'EMAIL']:
    #     data2[c] = data2[c].apply(lambda x: "${:,.0f}".format(x))
    return key_df