How do you do Marketing Mix Modeling on a dataset when it contains other features in addition to the marketing spend columns? How do you handle those other, non-marketing channel, features?

I found out about MMM yesterday and I'm trying to understand how it works. So far, all the tutorials I have found and gone through make use of [this advertising dataset](https://github.com/imnikhilanand/Bayesian-Marketing-Mix-Modeling/blob/main/advertising_data.csv), which contains only 5 columns - a time column, a sales figures column, and 3 marketing channel columns. Or they use some version of it, with the same number of columns with maybe the name of a marketing channel changed, whatever.

But what if I have a dataset that …

datascience dataset features marketing marketing spend modeling