Welcome

Marketing analytics connects business decisions to evidence. The useful question is rarely “Which metric increased?” It is usually “What decision are we making, what would have happened otherwise, and how uncertain are we?”

This book is a compact study guide for data scientists working with marketing problems. It emphasizes measurement design, causal reasoning, model validation, and communication rather than platform-specific button clicking.

How to use this book

Run the synthetic examples and explain each result in plain language.
State the business decision before choosing a metric or method.
Separate descriptive, predictive, and causal claims.
Ask what assumptions could make a result misleading.
Use the interview checkpoints to practice concise answers.

The book began from coursework and personal notes, including the Meta Marketing Analytics Professional Certificate. The current chapters are rewritten summaries; linked material remains the work of its respective authors and publishers.