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Marketing science is the robust use of data to make better marketing decisions that are grounded in data and science. In this course, you’ll learn the fundamental relationship between a business goal, the KPIs for that goal and the metrics to measure that KPI. You’ll also learn about different types of data you can expect to use in marketing and the Facebook data sources necessary to inform your analysis or conduct experiments. Last, you’ll learn about the difference between observational and experimental measurement methodologies.

This course is the first of four sessions designed to help learners prepare for the Facebook Certified Marketing Science Professional examination. This course isn’t a guarantee you pass the exam. There are more resources you can use to fill the gap between the content covered in this series and the content tested on the exam.

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[NOTE] The Facebook company is now Meta. While our company name is changing, we are continuing to offer the same products, including the Facebook app from Meta. Our Data Policy and Terms of Service remain in effect, and this name change does not affect how we use or share data. Learn more about Meta and our vision for the metaverse.