Use Hatchling build-backend and fix README for PyPI

[maresb]

Description

See individual commits for a breakdown.

• Switch from setuptools to hatchling because setuptools is really crusty. (Note that Hatchling is just a build backend so it doesn't necessitate the use of Hatch or any other build front-end; you can keep using pip and python -m build as normal.)
• Clean up a bunch of the README links
• Set up some regex to automatically convert links

The result of the regex can be previewed with pipx run hatch-fancy-pypi-readme and the diff is

3c3
< ![PyMC-Marketing Logo](docs/source/_static/marketing-logo-light.jpg)
---
> ![PyMC-Marketing Logo](https://raw.githubusercontent.com/pymc-labs/pymc-marketing/main/docs/source/_static/marketing-logo-light.jpg)
30c30
<     <img src="docs/source/_static/labs-logo-light.png" width="50%" />
---
>     <img src="https://raw.githubusercontent.com/pymc-labs/pymc-marketing/main/docs/source/_static/labs-logo-light.png" width="50%" />
33c33
< For businesses looking to integrate PyMC-Marketing into their operational framework, [PyMC Labs](https://www.pymc-labs.com) offers expert consulting and training. Our team is proficient in state-of-the-art Bayesian modeling techniques, with a focus on Marketing Mix Models (MMMs) and Customer Lifetime Value (CLV). For more information see [here](README.md#-schedule-a-free-consultation-for-mmm--clv-strategy).
---
> For businesses looking to integrate PyMC-Marketing into their operational framework, [PyMC Labs](https://www.pymc-labs.com) offers expert consulting and training. Our team is proficient in state-of-the-art Bayesian modeling techniques, with a focus on Marketing Mix Models (MMMs) and Customer Lifetime Value (CLV). For more information see [here](https://github.com/pymc-labs/pymc-marketing/tree/main/README.md#-schedule-a-free-consultation-for-mmm--clv-strategy).
57c57
< We provide a `Dockerfile` to build a Docker image for PyMC-Marketing so that is accessible from a Jupyter Notebook. See [here](scripts/docker/README.md) for more details.
---
> We provide a `Dockerfile` to build a Docker image for PyMC-Marketing so that is accessible from a Jupyter Notebook. See [here](https://github.com/pymc-labs/pymc-marketing/tree/main/scripts/docker/README.md) for more details.
114c114
< ![](docs/source/_static/mmm_plot_components_contributions.png)
---
> ![](https://raw.githubusercontent.com/pymc-labs/pymc-marketing/main/docs/source/_static/mmm_plot_components_contributions.png)
119c119
<     <img src="docs/source/_static/mmm_plot_plot_channel_contributions_grid.png" width="80%" />
---
>     <img src="https://raw.githubusercontent.com/pymc-labs/pymc-marketing/main/docs/source/_static/mmm_plot_plot_channel_contributions_grid.png" width="80%" />
169c169
< ![](docs/source/_static/expected_purchases.png)
---
> ![](https://raw.githubusercontent.com/pymc-labs/pymc-marketing/main/docs/source/_static/expected_purchases.png)
175c175
< PyMC-Marketing is and will always be free for commercial use, licensed under [Apache 2.0](LICENSE). Developed by core developers behind the popular PyMC package and marketing experts, it provides state-of-the-art measurements and analytics for marketing teams.
---
> PyMC-Marketing is and will always be free for commercial use, licensed under [Apache 2.0](https://github.com/pymc-labs/pymc-marketing/tree/main/LICENSE). Developed by core developers behind the popular PyMC package and marketing experts, it provides state-of-the-art measurements and analytics for marketing teams.
199a200
> 

Related Issue

• Closes Broken images on PyPI #1048
• Closes Automatic module discovery in pyproject.toml #995

Checklist

• Checked that the pre-commit linting/style checks pass
• Included tests that prove the fix is effective or that the new feature works
• Added necessary documentation (docstrings and/or example notebooks)
• If you are a pro: each commit corresponds to a relevant logical change

Modules affected

• MMM
• CLV

Type of change

• New feature / enhancement
• Bug fix
• Documentation
• Maintenance
• Other (please specify):

---

📚 Documentation preview 📚: https://pymc-marketing--1051.org.readthedocs.build/en/1051/

[wd60622]

Not very familiar but logically makes sense

[wd60622]

Does pipx run hatch-fancy-pypi-readme have to be manually run again?

[maresb]

Nope, the only thing that command does is to print a preview of the modified README to stdout.

That command is useful for checking if the PyPI version of the README will come out as expected.

[juanitorduz]

Thanks @maresb ! Out of curiosity ... is this part of a plan to move to pixi or in your opinion is not necessary (I genuinely do not know)

[maresb]

It's independent. The pixi stuff should not and will not touch pyproject.toml. The environment management (pixi config) is independent from the package definition (pyproject.toml) except for the environment including the package.

Pixi does allow its config to be read from pyproject.toml by prepending tool.pixi. to all the table names, but I'm very opinionated that this is an awful idea due to the potential for confusion.

[maresb]

Ah I meant to link this. Here's what adding pixi looks like: pymc-labs/CausalPy#412

[juanitorduz]

I think this PR is failing because an unrelated issue (mmm.save("model.nc") in the example notebook). I had commented that line before so I'll patch this again tonight)

[codecov]

Codecov Report

All modified and coverable lines are covered by tests ✅

Project coverage is 95.60%. Comparing base (d0070ca) to head (8ed42e0).
Report is 4 commits behind head on main.

Additional details and impacted files

@@            Coverage Diff             @@
##             main    #1051      +/-   ##
==========================================
- Coverage   95.86%   95.60%   -0.27%     
==========================================
  Files          39       39              
  Lines        3940     3934       -6     
==========================================
- Hits         3777     3761      -16     
- Misses        163      173      +10     

☔ View full report in Codecov by Sentry.
📢 Have feedback on the report? Share it here.

[maresb]

Thanks @juanitorduz and @wd60622! All green now.

[juanitorduz]

Amazing! Thanks @maresb !