def run(self, data):
        """
        Returns:
            list of W, M*W
            ll
        """
        if self.normalize_data:
            data = cell_normalize(data)
        M, W, ll = poisson_estimate_state(data, **self.params)
        outputs = []
        if self.return_w:
            outputs.append(W)
        if self.return_m:
            outputs.append(M)
        if self.return_mw:
            outputs.append(M.dot(W))
        if self.return_mds:
            X = dim_reduce(M, W, 2)
            outputs.append(X.T.dot(W))
        return outputs, ll