Build a Causal Marketing Mix Model (MMM) to measure incremental returns across the marketing funnel and improve forecasting, budget allocation, and profitability decisions. Connect data from ad platforms and spreadsheets to create a unified view of marketing performance. Define the key performance indicator to optimize and identify paid, organic, and contextual factors that drive actual revenue rather than vanity metrics. Configure data inputs including granularity, seasonality effects, and promotional impacts with a Marketing Science team to attribute results to true performance drivers. Define relationships between marketing channels and contextual factors to distinguish causal influence from correlation. Incorporate incrementality test results from the past three months to calibrate the model and validate budget decisions based on incremental lift.