Data-Driven Marketing: Exploring the Educational Impact of Facebook Analytics to Marketing Students

<p><strong><span>Abstract.</span></strong></p> <p><span>This study investigates how Facebook Analytics enhances the analytical, ethical, and strategic competencies of marketing students at Eulogio "Amang" Rodriguez Institute of Science and Technology (EARIST). Using a descriptive cross-sectional survey of 175 participants, the study assessed students' awareness, utilization, and perceived learning outcomes of Facebook Analytics. Results revealed that students are highly aware and competent in applying data-driven marketing concepts, particularly in professional branding, privacy, and campaign integration. A significant positive relationship was found between students' awareness and their proficiency in data interpretation and marketing application. The study concludes that integrating Facebook Analytics into marketing curricula strengthens digital literacy, ethical responsibility, and analytical reasoning, aligning educational outcomes with industry demands in the digital economy.</span></p>