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hey there marketing analytics and marketing research students uh Dr Baker here in this video were going to briefly talk about the idea of model calibration and were going to do it in Excel by way of a worked example so either linked next to this video or maybe in the YouTube feed as well youll see a downloadable Excel file and youll see that there are three tabs along the bottom and Im starting here in the data tab each one of these tabs just sort of Builds on top of the other all right so what are we looking at here let me motivate our example so if you look over here in the upper left hand side we have some data that we have collected this is data from 20 different tweets with different underlying budgets being spent to try to on the Twitter platform to try to induce Twitter retweets of the content so for example this first one here is an example where we spent fifteen hundred dollars for our sponsored post budget and whatever that tweet was we were able to elicit five thousand