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Dr. Baker discusses model calibration in marketing analytics using an Excel tutorial. Viewers can download an accompanying Excel file with three tabs, each building on the previous one. The tutorial begins in the "data" tab, where Baker presents data from 20 tweets, each with varying budgets aimed at increasing retweets. For instance, one tweet had a budget of $1,500, which resulted in 5,000 retweets. The goal is to analyze the relationship between the budget spent and the subsequent engagement through retweets, establishing the foundation for model calibration in marketing research.