Part 1. Introduction

Laptop displaying an analytics dashboard on a glass-top table

Marketing Science sits at the intersection of statistics, machine learning, and business judgment — and the way it plays out in practice looks very different from general data science. The definitions matter, the industry context matters, and the quirks of marketing data matter, because they all shape how you approach real business problems.

After this part, you will be able to:

Define Marketing Science and explain how it differs from general Data Science
Recognize how data availability and experimentation ease vary by industry
Read marketing data through the lens of the funnel, and know which datasets and KPIs sit where
Understand the three characteristics of marketing data and factor them into your analytical approach