Define Learning Targets & Model Advertising Performance – Identify the customer decision and business intervention to influence; construct training labels and measurement windows; assess data quality, bias, and leakage; and develop predictive models that forecast campaign and creative performance across channels, audiences, placements, and objectives. Advance Modeling & Validation Best Practices – Shape our approach to forecasting, experimentation, feature engineering, model selection, and production data science, including holdout and backtesting design, calibration, uncertainty, failure modes, data drift, and decision thresholds before production or customer exposure.