If you're using 0
and an empty string ''
and null
to designate undefined you've got a data problem. Just update the columns and fix your schema.
UPDATE pt.incentive_channel
SET pt.incentive_marketing = NULL
WHERE pt.incentive_marketing = '';
UPDATE pt.incentive_channel
SET pt.incentive_advertising = NULL
WHERE pt.incentive_marketing = '';
UPDATE pt.incentive_channel
SET pt.incentive_channel = NULL
WHERE pt.incentive_marketing = '';
This will make joining and selecting substantially easier moving forward.