Mastering Adobe Analytics for Data-Driven Decision Making
You're under pressure. Stakeholders demand insights, not just data. Marketing teams want to know what’s working. Executives expect clear ROI. And you're stuck translating complex Adobe Analytics reports into meaningful narratives - without a clear framework, consistent methodology, or the confidence that your analysis will hold up under scrutiny. Guesswork leads to misallocated budgets, missed opportunities, and eroded credibility. But the reverse is also true. When you master Adobe Analytics with precision, you transform from data reporter to strategic advisor - the person who unlocks revenue, optimises customer journeys, and earns a seat at the decision-making table. Mastering Adobe Analytics for Data-Driven Decision Making is not another surface-level overview. It’s a battle-tested, step-by-step system designed to take you from overwhelmed and uncertain to fully in control - capable of building robust analytics strategies, extracting high-impact insights, and presenting findings that drive real business outcomes. Imagine turning raw clickstream data into board-ready recommendations within days, not months. One recent learner, Sarah Kim - Senior Digital Analyst at a global travel brand - used the framework in this course to pinpoint a 38% conversion leakage in their mobile funnel. Within two weeks, she led a revised tracking strategy that recovered $1.2M in lost annual revenue and earned her a promotion. This isn’t about learning features. It’s about gaining authority, influence, and measurable impact. You’ll go from uncertain analysis to delivering data-driven proposals that get funded, trusted, and acted upon - all within 30 days of starting the course. Here’s how this course is structured to help you get there.Course Format & Delivery Details Self-Paced. Immediate Online Access. Zero Time Conflicts. This course is designed for professionals like you - already busy, already responsible, already expected to deliver. No live sessions, no fixed schedules. You progress on your terms, from any device, at any time. What You Get
- On-demand access - Begin instantly, learn at your pace, revisit anytime
- Lifetime access - Never lose access to the course materials, including all future updates at no extra cost
- 24/7 global access - Secure login from any country, any timezone, any device
- Mobile-friendly - Study during commutes, lunch breaks, or quiet evenings - no desktop required
- Typical completion in 4–6 weeks - Most learners apply the first insights within 7 days
- Direct instructor guidance - Ask questions and receive detailed feedback from certified Adobe Analytics practitioners
- Certificate of Completion issued by The Art of Service - A globally recognised credential that validates your expertise and can be shared on LinkedIn, resumes, and performance reviews
Transparent, one-time pricing with no hidden fees. What you see is exactly what you pay - no recurring charges, no upsells, no surprise costs. This is an investment in your capability, not a subscription trap. Payment & Access
- Accepted payment methods: Visa, Mastercard, PayPal
- After enrollment, you’ll receive a confirmation email
- Your access details will be sent separately once your course materials are prepared
100% Money-Back Guarantee - Satisfied or Refunded. If you complete the first two modules and don’t feel you’ve gained actionable clarity, deeper confidence, and a stronger grasp of Adobe Analytics, simply request a full refund. No risk. No questions. No friction. Will This Work for Me?
Absolutely - even if: - You’re new to Adobe Analytics but need to get up to speed fast
- You’ve used it before but lack a structured methodology
- Your organisation relies on incomplete or inconsistent tracking
- You’re expected to present to leadership but feel anxious about your analysis
- You work in marketing, product, eCommerce, or CX and need to prove impact
This course works even if your current data setup is messy. We walk you through diagnosing gaps, rebuilding tracking with purpose, and extracting reliable insights - no matter where you start. Designed for hands-on professionals across roles: - Digital Analysts - Who turn data into narratives
- Marketing Managers - Who need to prove campaign ROI
- Product Owners - Who optimise user journeys
- Customer Experience Leads - Who reduce friction and increase retention
- Business Intelligence Specialists - Who integrate web data into broader reporting
- Agency Strategists - Who must deliver client-ready insights under pressure
You’re not buying content. You’re buying a proven system, trusted support, and a clear path to greater influence. With lifetime access and continuous updates, this course evolves as Adobe Analytics evolves - so your skills stay sharp, relevant, and competitive.
Module 1: Foundations of Data-Driven Thinking - Understanding the shift from intuition to insight in modern business
- The role of analytics in strategic decision making
- Defining success: from business goals to measurable KPIs
- Aligning stakeholders on data priorities and expectations
- Common pitfalls in reporting and how to avoid them
- Building a data mindset: curiosity, validation, and iteration
- Introduction to the Adobe Analytics ecosystem and its strategic value
- Overview of key components: data collection, processing, reporting, activation
- Differentiating Adobe Analytics from other tools in the stack
- Setting realistic expectations for data accuracy and latency
Module 2: Adobe Analytics Architecture & Data Model - Deep dive into the Adobe Experience Platform architecture
- Understanding Experience Data Models (XDM)
- How data flows from source to report
- Components of the data layer and their roles
- Event-driven vs. page-load data collection
- Understanding hits, visits, and visitors at scale
- How dimensions and metrics are structured
- The difference between persistent and non-persistent values
- Data processing rules and their business impact
- Configuring Experience Events in AEP
- Mapping business events to technical implementation
- How eVars, props, and custom events function
- Time spent calculations and session timeout logic
- Understanding attribution modes at the data level
- How marketing channel processing works in backend
Module 3: Implementation Planning & Requirements - Conducting stakeholder interviews to define tracking needs
- Translating business questions into technical requirements
- Creating a comprehensive analytics requirement document (ARD)
- Mapping user journeys to tracking opportunities
- Identifying key conversion events across touchpoints
- Defining success metrics for acquisition, engagement, and retention
- Standardising naming conventions across the organisation
- Version control and documentation best practices
- Working with development teams: communication frameworks
- Using mockups and prototypes to validate tracking design
- Creating reusable implementation blueprints
- Planning for scalability and future-proofing
- Setting up governance models for ongoing maintenance
- Establishing QA processes pre- and post-launch
Module 4: Data Collection & Tag Management - Overview of Adobe Experience Platform Web SDK
- Setting up datastreams and destinations
- Implementing tags using Adobe Experience Platform Launch
- Rule-based logic for events, conditions, and actions
- Triggering custom events based on user behaviour
- Tracking form interactions, scroll depth, and video plays
- Implementing error tracking and exit intent
- Enriching data with context like device, location, and referral
- Using data elements to capture dynamic values
- Managing environments: dev, staging, production
- Debugging implementation with browser tools
- Validating data transmission using network inspectors
- Setting up cross-domain tracking correctly
- Handling single-page applications (SPAs)
- Integrating server-side data collection
- Setting up mobile app tracking with AEP SDK
Module 5: Variable Configuration & Persistence - Choosing between eVars, props, and custom events
- Configuring expiration settings: visit, page view, event
- Setting allocation logic: last touch, first touch, linear
- Using merchandising eVars for product-level tracking
- Mapping success events to conversion paths
- Setting up custom conversion metrics
- Configuring traffic variables for channel reporting
- Using context data for flexible reporting
- Understanding s.contextData syntax and limits
- Setting up currency and numeric event types
- Creating counter vs. incrementor events
- Using event sequencing for funnel analysis
- Setting up order ID and purchase event tracking
- Configuring product string syntax correctly
- Using list variables for multi-value dimensions
Module 6: Report Building & Customisation in Analysis Workspace - Navigating Analysis Workspace interface and layout options
- Understanding panels, visualisations, and tabs
- Adding and configuring tables, line charts, and scatter plots
- Drag-and-drop dimension and metric placement
- Using segments to isolate specific user behaviours
- Creating calculated metrics with formulas
- Applying date comparisons and trends
- Using flow visualisations for path analysis
- Building fallout reports for funnel diagnostics
- Creating freeform tables with breakdowns
- Using anomaly detection to identify outliers
- Applying data thresholds and filters
- Using table calculations: percentages, deltas, running totals
- Creating custom date ranges and scheduling
- Exporting reports in PDF, CSV, PPT formats
- Saving and sharing templates across teams
Module 7: Segmentation Strategy & Application - Why segmentation is the foundation of insight
- Building rule-based segments: conditions and operators
- Creating sequence-based segments with pathing logic
- Using time constraints to refine audience definitions
- Building high-value customer segments
- Identifying churn-risk users with behavioural triggers
- Creating lookalike audiences from converters
- Using frequency and recency for lifecycle analysis
- Combining multiple dimensions in advanced segments
- Testing segment validity with sample data
- Applying segments across different reports
- Sharing and versioning segments in enterprise teams
- Setting up segment intelligence for automated insights
- Using segments in real-time dashboards
Module 8: Attribution & Multi-Touch Modelling - Understanding last-click bias and its limitations
- Overview of attribution models in Adobe Analytics
- Comparing last touch, first touch, linear, U-shaped, W-shaped
- Creating custom attribution models with model comparison
- Using time decay and position-based weighting
- Analysing assisted conversions across channels
- Measuring upper-funnel influence accurately
- Running cross-channel performance reports
- Using path length and conversion time analysis
- Identifying drop-off points in multi-touch journeys
- Validating models with holdout testing
- Presenting attribution findings to marketing leadership
- Integrating attribution insights into budget decisions
- Automating model recommendations with AI insights
- Linking attribution to CLV and LTV models
Module 9: Customer Journey & Path Analysis - Mapping the full customer lifecycle in Adobe Analytics
- Using flow visualisations to diagnose navigation patterns
- Identifying common entry and exit points
- Analysing drop-off between key stages
- Using fallout reports to quantify leakage
- Building path-to-conversion diagrams
- Analysing mobile vs. desktop journey differences
- Tracking cross-device behaviours
- Using sequence segments to isolate journey types
- Analysing time-to-convert distributions
- Linking journey data to satisfaction scores
- Identifying friction points with session replay logic
- Using pathing to optimise onboarding flows
- Measuring impact of UX changes on journey efficiency
- Forecasting journey completion rates
Module 10: Conversion Funnel Optimisation - Defining funnel stages based on business objectives
- Setting up funnel visualisations in Workspace
- Measuring conversion rate at each stage
- Calculating abandonment rate and leakage value
- Identifying top drop-off points with diagnostics
- Segmenting funnel performance by device, region, traffic source
- Testing hypotheses with before-and-after analysis
- Using cohorts to track retention across funnels
- Analysing cart abandonment with product-level detail
- Linking funnel data to customer support tickets
- Measuring impact of form field reduction
- Optimising checkout flow with session depth analysis
- Using A/B test results to validate funnel changes
- Reporting funnel ROI to finance stakeholders
- Building automated funnel alerts
Module 11: Advanced Metrics & Calculated Fields - Creating custom metrics with arithmetic operations
- Building ratios: conversion rate, bounce rate, exit rate
- Creating efficiency metrics: cost per conversion, revenue per visit
- Using conditional logic in calculated metrics
- Building rolling averages and trend indicators
- Setting up time-based metrics: minutes per session, pages per visit
- Creating cohort-based retention metrics
- Using percentile calculations for benchmarking
- Building health scores for digital properties
- Creating engagement indices from multiple signals
- Using delta calculations for performance tracking
- Validating metric accuracy with sample audits
- Documenting metric definitions for organisational consistency
- Sharing calculated metrics across projects
- Setting up metric alerts and thresholds
Module 12: Dashboarding & Executive Reporting - Designing dashboards for different audiences
- Choosing the right visualisation for the message
- Using colour, hierarchy, and whitespace effectively
- Building KPI scorecards for leadership
- Creating real-time monitoring dashboards
- Linking multiple panels with shared filters
- Using bookmarks to save dynamic views
- Scheduling automated report delivery
- Setting up daily, weekly, and monthly summaries
- Incorporating commentary and annotations
- Adding benchmarks and targets to visuals
- Using conditional formatting to highlight issues
- Building mobile-optimised dashboards
- Sharing dashboards securely with stakeholders
- Embedding dashboards in internal portals
Module 13: A/B Testing & Analytics Integration - Understanding Adobe Target and its integration with Analytics
- Setting up report suites for test validation
- Passing experience and activity data into Analytics
- Building custom reports for test performance
- Analysing lift, significance, and confidence intervals
- Comparing winner performance across segments
- Using calculated metrics to measure incremental revenue
- Linking test results to lifetime value
- Validating tracking consistency across variants
- Using segmentation to uncover hidden winners
- Creating post-test review templates
- Documenting learnings for future optimisation
- Integrating Test & Target with personalisation rules
- Scaling successful tests across markets
Module 14: Data Quality & Validation - Establishing data quality KPIs
- Checking for missing or duplicate tracking
- Validating event firing on key pages
- Using QA environments for pre-launch testing
- Running data accuracy audits quarterly
- Checking for inflated visit counts or bot traffic
- Monitoring sampling thresholds and data limits
- Setting up heartbeat monitoring for SDK health
- Using data filters to manage known issues
- Creating documentation for data anomalies
- Escalating issues to technical teams with evidence
- Implementing automated health checks
- Using anomaly detection to flag sudden drops
- Validating referral and campaign parameter parsing
- Ensuring consistent tagging across devices
Module 15: Predictive Analytics & AI Features - Introduction to Adobe Sensei and machine learning in AA
- Using anomaly detection to find hidden issues
- Interpreting automated insights and alerts
- Setting up predictive segments for churn and conversion
- Understanding confidence scores in AI output
- Using forecasting tools for trend projection
- Exploring next best action recommendations
- Validating AI insights with raw data
- Combining human judgment with AI suggestions
- Using predictive funnels to anticipate drop-offs
- Leveraging co-occurrence analysis for content optimisation
- Understanding limitations of automated modelling
- Setting up custom machine learning datasets
- Exporting predictive data for external analysis
- Building trust in AI-driven decisions
Module 16: Cross-Channel & Multi-Suite Integration - Integrating Adobe Analytics with Adobe Audiences
- Sharing segments with Adobe Campaign
- Feeding insights into Adobe Journey Optimizer
- Using Real-Time CDP for unified profiles
- Synchronizing data with Adobe Experience Platform
- Building unified customer views across touchpoints
- Linking web behaviour to email engagement
- Analysing offline conversions with match tables
- Using data sources to enrich Analytics reports
- Integrating CRM data for B2B analysis
- Connecting with Google Ads and Meta via APIs
- Using Data Prep for transformation rules
- Setting up data activation workflows
- Building closed-loop measurement across channels
- Measuring omnichannel ROI accurately
Module 17: Governance, Compliance & Security - Setting up user permissions and access roles
- Managing report suite access at scale
- Using Product Profiles for departmental separation
- Ensuring GDPR and CCPA compliance in tracking
- Implementing consent mode with AEP
- Managing data retention policies
- Handling PII and sensitive data safely
- Using data filters to mask information
- Auditing user activity and changes
- Documenting data lineage and ownership
- Creating data dictionaries for transparency
- Conducting internal compliance reviews
- Training teams on data ethics and policy
- Responding to data subject access requests
- Setting up backup and recovery procedures
Module 18: Real-World Projects & Portfolio Building - Project 1: Audit an existing implementation and recommend fixes
- Project 2: Build a complete tracking plan for an eCommerce site
- Project 3: Analyse a funnel and identify top leakage points
- Project 4: Create an attribution model comparison report
- Project 5: Design a leadership dashboard with real data
- Project 6: Diagnose a data quality issue and document root cause
- Project 7: Build a customer journey map using flow reports
- Project 8: Recommend optimisation steps based on insights
- Creating visual case studies from project work
- Writing executive summaries for non-technical audiences
- Sharing findings in presentation-ready formats
- Building a personal analytics portfolio
- Preparing for performance reviews with evidence
- Using projects in job applications and interviews
Module 19: Certification Preparation & Career Advancement - Overview of official Adobe certification paths
- Mapping course content to exam objectives
- Practice quiz questions with detailed explanations
- Time management strategies for certification exams
- Common misconceptions and how to avoid them
- How to use the Certificate of Completion effectively
- Adding credentials to LinkedIn and resumes
- Networking with other certified professionals
- Leveraging certification for salary negotiations
- Positioning yourself as a trusted analytics leader
- Transitioning from analyst to strategist role
- Presenting your certification in performance reviews
- Joining exclusive industry groups and forums
- Planning ongoing learning beyond this course
Module 20: Final Integration & Next Steps - Conducting a personal skill audit
- Creating your 90-day implementation roadmap
- Setting measurable goals for ROI delivery
- Building stakeholder adoption plans
- Scaling insights across departments
- Establishing regular insight review cycles
- Automating recurring reports and alerts
- Integrating with business planning processes
- Staying updated with Adobe release notes
- Joining user groups and communities
- Accessing expert office hours (optional add-on)
- Revisiting modules as your role evolves
- Using lifetime access for refresher learning
- Tracking career progress with milestone templates
- Finalising your Certificate of Completion issued by The Art of Service
- Understanding the shift from intuition to insight in modern business
- The role of analytics in strategic decision making
- Defining success: from business goals to measurable KPIs
- Aligning stakeholders on data priorities and expectations
- Common pitfalls in reporting and how to avoid them
- Building a data mindset: curiosity, validation, and iteration
- Introduction to the Adobe Analytics ecosystem and its strategic value
- Overview of key components: data collection, processing, reporting, activation
- Differentiating Adobe Analytics from other tools in the stack
- Setting realistic expectations for data accuracy and latency
Module 2: Adobe Analytics Architecture & Data Model - Deep dive into the Adobe Experience Platform architecture
- Understanding Experience Data Models (XDM)
- How data flows from source to report
- Components of the data layer and their roles
- Event-driven vs. page-load data collection
- Understanding hits, visits, and visitors at scale
- How dimensions and metrics are structured
- The difference between persistent and non-persistent values
- Data processing rules and their business impact
- Configuring Experience Events in AEP
- Mapping business events to technical implementation
- How eVars, props, and custom events function
- Time spent calculations and session timeout logic
- Understanding attribution modes at the data level
- How marketing channel processing works in backend
Module 3: Implementation Planning & Requirements - Conducting stakeholder interviews to define tracking needs
- Translating business questions into technical requirements
- Creating a comprehensive analytics requirement document (ARD)
- Mapping user journeys to tracking opportunities
- Identifying key conversion events across touchpoints
- Defining success metrics for acquisition, engagement, and retention
- Standardising naming conventions across the organisation
- Version control and documentation best practices
- Working with development teams: communication frameworks
- Using mockups and prototypes to validate tracking design
- Creating reusable implementation blueprints
- Planning for scalability and future-proofing
- Setting up governance models for ongoing maintenance
- Establishing QA processes pre- and post-launch
Module 4: Data Collection & Tag Management - Overview of Adobe Experience Platform Web SDK
- Setting up datastreams and destinations
- Implementing tags using Adobe Experience Platform Launch
- Rule-based logic for events, conditions, and actions
- Triggering custom events based on user behaviour
- Tracking form interactions, scroll depth, and video plays
- Implementing error tracking and exit intent
- Enriching data with context like device, location, and referral
- Using data elements to capture dynamic values
- Managing environments: dev, staging, production
- Debugging implementation with browser tools
- Validating data transmission using network inspectors
- Setting up cross-domain tracking correctly
- Handling single-page applications (SPAs)
- Integrating server-side data collection
- Setting up mobile app tracking with AEP SDK
Module 5: Variable Configuration & Persistence - Choosing between eVars, props, and custom events
- Configuring expiration settings: visit, page view, event
- Setting allocation logic: last touch, first touch, linear
- Using merchandising eVars for product-level tracking
- Mapping success events to conversion paths
- Setting up custom conversion metrics
- Configuring traffic variables for channel reporting
- Using context data for flexible reporting
- Understanding s.contextData syntax and limits
- Setting up currency and numeric event types
- Creating counter vs. incrementor events
- Using event sequencing for funnel analysis
- Setting up order ID and purchase event tracking
- Configuring product string syntax correctly
- Using list variables for multi-value dimensions
Module 6: Report Building & Customisation in Analysis Workspace - Navigating Analysis Workspace interface and layout options
- Understanding panels, visualisations, and tabs
- Adding and configuring tables, line charts, and scatter plots
- Drag-and-drop dimension and metric placement
- Using segments to isolate specific user behaviours
- Creating calculated metrics with formulas
- Applying date comparisons and trends
- Using flow visualisations for path analysis
- Building fallout reports for funnel diagnostics
- Creating freeform tables with breakdowns
- Using anomaly detection to identify outliers
- Applying data thresholds and filters
- Using table calculations: percentages, deltas, running totals
- Creating custom date ranges and scheduling
- Exporting reports in PDF, CSV, PPT formats
- Saving and sharing templates across teams
Module 7: Segmentation Strategy & Application - Why segmentation is the foundation of insight
- Building rule-based segments: conditions and operators
- Creating sequence-based segments with pathing logic
- Using time constraints to refine audience definitions
- Building high-value customer segments
- Identifying churn-risk users with behavioural triggers
- Creating lookalike audiences from converters
- Using frequency and recency for lifecycle analysis
- Combining multiple dimensions in advanced segments
- Testing segment validity with sample data
- Applying segments across different reports
- Sharing and versioning segments in enterprise teams
- Setting up segment intelligence for automated insights
- Using segments in real-time dashboards
Module 8: Attribution & Multi-Touch Modelling - Understanding last-click bias and its limitations
- Overview of attribution models in Adobe Analytics
- Comparing last touch, first touch, linear, U-shaped, W-shaped
- Creating custom attribution models with model comparison
- Using time decay and position-based weighting
- Analysing assisted conversions across channels
- Measuring upper-funnel influence accurately
- Running cross-channel performance reports
- Using path length and conversion time analysis
- Identifying drop-off points in multi-touch journeys
- Validating models with holdout testing
- Presenting attribution findings to marketing leadership
- Integrating attribution insights into budget decisions
- Automating model recommendations with AI insights
- Linking attribution to CLV and LTV models
Module 9: Customer Journey & Path Analysis - Mapping the full customer lifecycle in Adobe Analytics
- Using flow visualisations to diagnose navigation patterns
- Identifying common entry and exit points
- Analysing drop-off between key stages
- Using fallout reports to quantify leakage
- Building path-to-conversion diagrams
- Analysing mobile vs. desktop journey differences
- Tracking cross-device behaviours
- Using sequence segments to isolate journey types
- Analysing time-to-convert distributions
- Linking journey data to satisfaction scores
- Identifying friction points with session replay logic
- Using pathing to optimise onboarding flows
- Measuring impact of UX changes on journey efficiency
- Forecasting journey completion rates
Module 10: Conversion Funnel Optimisation - Defining funnel stages based on business objectives
- Setting up funnel visualisations in Workspace
- Measuring conversion rate at each stage
- Calculating abandonment rate and leakage value
- Identifying top drop-off points with diagnostics
- Segmenting funnel performance by device, region, traffic source
- Testing hypotheses with before-and-after analysis
- Using cohorts to track retention across funnels
- Analysing cart abandonment with product-level detail
- Linking funnel data to customer support tickets
- Measuring impact of form field reduction
- Optimising checkout flow with session depth analysis
- Using A/B test results to validate funnel changes
- Reporting funnel ROI to finance stakeholders
- Building automated funnel alerts
Module 11: Advanced Metrics & Calculated Fields - Creating custom metrics with arithmetic operations
- Building ratios: conversion rate, bounce rate, exit rate
- Creating efficiency metrics: cost per conversion, revenue per visit
- Using conditional logic in calculated metrics
- Building rolling averages and trend indicators
- Setting up time-based metrics: minutes per session, pages per visit
- Creating cohort-based retention metrics
- Using percentile calculations for benchmarking
- Building health scores for digital properties
- Creating engagement indices from multiple signals
- Using delta calculations for performance tracking
- Validating metric accuracy with sample audits
- Documenting metric definitions for organisational consistency
- Sharing calculated metrics across projects
- Setting up metric alerts and thresholds
Module 12: Dashboarding & Executive Reporting - Designing dashboards for different audiences
- Choosing the right visualisation for the message
- Using colour, hierarchy, and whitespace effectively
- Building KPI scorecards for leadership
- Creating real-time monitoring dashboards
- Linking multiple panels with shared filters
- Using bookmarks to save dynamic views
- Scheduling automated report delivery
- Setting up daily, weekly, and monthly summaries
- Incorporating commentary and annotations
- Adding benchmarks and targets to visuals
- Using conditional formatting to highlight issues
- Building mobile-optimised dashboards
- Sharing dashboards securely with stakeholders
- Embedding dashboards in internal portals
Module 13: A/B Testing & Analytics Integration - Understanding Adobe Target and its integration with Analytics
- Setting up report suites for test validation
- Passing experience and activity data into Analytics
- Building custom reports for test performance
- Analysing lift, significance, and confidence intervals
- Comparing winner performance across segments
- Using calculated metrics to measure incremental revenue
- Linking test results to lifetime value
- Validating tracking consistency across variants
- Using segmentation to uncover hidden winners
- Creating post-test review templates
- Documenting learnings for future optimisation
- Integrating Test & Target with personalisation rules
- Scaling successful tests across markets
Module 14: Data Quality & Validation - Establishing data quality KPIs
- Checking for missing or duplicate tracking
- Validating event firing on key pages
- Using QA environments for pre-launch testing
- Running data accuracy audits quarterly
- Checking for inflated visit counts or bot traffic
- Monitoring sampling thresholds and data limits
- Setting up heartbeat monitoring for SDK health
- Using data filters to manage known issues
- Creating documentation for data anomalies
- Escalating issues to technical teams with evidence
- Implementing automated health checks
- Using anomaly detection to flag sudden drops
- Validating referral and campaign parameter parsing
- Ensuring consistent tagging across devices
Module 15: Predictive Analytics & AI Features - Introduction to Adobe Sensei and machine learning in AA
- Using anomaly detection to find hidden issues
- Interpreting automated insights and alerts
- Setting up predictive segments for churn and conversion
- Understanding confidence scores in AI output
- Using forecasting tools for trend projection
- Exploring next best action recommendations
- Validating AI insights with raw data
- Combining human judgment with AI suggestions
- Using predictive funnels to anticipate drop-offs
- Leveraging co-occurrence analysis for content optimisation
- Understanding limitations of automated modelling
- Setting up custom machine learning datasets
- Exporting predictive data for external analysis
- Building trust in AI-driven decisions
Module 16: Cross-Channel & Multi-Suite Integration - Integrating Adobe Analytics with Adobe Audiences
- Sharing segments with Adobe Campaign
- Feeding insights into Adobe Journey Optimizer
- Using Real-Time CDP for unified profiles
- Synchronizing data with Adobe Experience Platform
- Building unified customer views across touchpoints
- Linking web behaviour to email engagement
- Analysing offline conversions with match tables
- Using data sources to enrich Analytics reports
- Integrating CRM data for B2B analysis
- Connecting with Google Ads and Meta via APIs
- Using Data Prep for transformation rules
- Setting up data activation workflows
- Building closed-loop measurement across channels
- Measuring omnichannel ROI accurately
Module 17: Governance, Compliance & Security - Setting up user permissions and access roles
- Managing report suite access at scale
- Using Product Profiles for departmental separation
- Ensuring GDPR and CCPA compliance in tracking
- Implementing consent mode with AEP
- Managing data retention policies
- Handling PII and sensitive data safely
- Using data filters to mask information
- Auditing user activity and changes
- Documenting data lineage and ownership
- Creating data dictionaries for transparency
- Conducting internal compliance reviews
- Training teams on data ethics and policy
- Responding to data subject access requests
- Setting up backup and recovery procedures
Module 18: Real-World Projects & Portfolio Building - Project 1: Audit an existing implementation and recommend fixes
- Project 2: Build a complete tracking plan for an eCommerce site
- Project 3: Analyse a funnel and identify top leakage points
- Project 4: Create an attribution model comparison report
- Project 5: Design a leadership dashboard with real data
- Project 6: Diagnose a data quality issue and document root cause
- Project 7: Build a customer journey map using flow reports
- Project 8: Recommend optimisation steps based on insights
- Creating visual case studies from project work
- Writing executive summaries for non-technical audiences
- Sharing findings in presentation-ready formats
- Building a personal analytics portfolio
- Preparing for performance reviews with evidence
- Using projects in job applications and interviews
Module 19: Certification Preparation & Career Advancement - Overview of official Adobe certification paths
- Mapping course content to exam objectives
- Practice quiz questions with detailed explanations
- Time management strategies for certification exams
- Common misconceptions and how to avoid them
- How to use the Certificate of Completion effectively
- Adding credentials to LinkedIn and resumes
- Networking with other certified professionals
- Leveraging certification for salary negotiations
- Positioning yourself as a trusted analytics leader
- Transitioning from analyst to strategist role
- Presenting your certification in performance reviews
- Joining exclusive industry groups and forums
- Planning ongoing learning beyond this course
Module 20: Final Integration & Next Steps - Conducting a personal skill audit
- Creating your 90-day implementation roadmap
- Setting measurable goals for ROI delivery
- Building stakeholder adoption plans
- Scaling insights across departments
- Establishing regular insight review cycles
- Automating recurring reports and alerts
- Integrating with business planning processes
- Staying updated with Adobe release notes
- Joining user groups and communities
- Accessing expert office hours (optional add-on)
- Revisiting modules as your role evolves
- Using lifetime access for refresher learning
- Tracking career progress with milestone templates
- Finalising your Certificate of Completion issued by The Art of Service
- Conducting stakeholder interviews to define tracking needs
- Translating business questions into technical requirements
- Creating a comprehensive analytics requirement document (ARD)
- Mapping user journeys to tracking opportunities
- Identifying key conversion events across touchpoints
- Defining success metrics for acquisition, engagement, and retention
- Standardising naming conventions across the organisation
- Version control and documentation best practices
- Working with development teams: communication frameworks
- Using mockups and prototypes to validate tracking design
- Creating reusable implementation blueprints
- Planning for scalability and future-proofing
- Setting up governance models for ongoing maintenance
- Establishing QA processes pre- and post-launch
Module 4: Data Collection & Tag Management - Overview of Adobe Experience Platform Web SDK
- Setting up datastreams and destinations
- Implementing tags using Adobe Experience Platform Launch
- Rule-based logic for events, conditions, and actions
- Triggering custom events based on user behaviour
- Tracking form interactions, scroll depth, and video plays
- Implementing error tracking and exit intent
- Enriching data with context like device, location, and referral
- Using data elements to capture dynamic values
- Managing environments: dev, staging, production
- Debugging implementation with browser tools
- Validating data transmission using network inspectors
- Setting up cross-domain tracking correctly
- Handling single-page applications (SPAs)
- Integrating server-side data collection
- Setting up mobile app tracking with AEP SDK
Module 5: Variable Configuration & Persistence - Choosing between eVars, props, and custom events
- Configuring expiration settings: visit, page view, event
- Setting allocation logic: last touch, first touch, linear
- Using merchandising eVars for product-level tracking
- Mapping success events to conversion paths
- Setting up custom conversion metrics
- Configuring traffic variables for channel reporting
- Using context data for flexible reporting
- Understanding s.contextData syntax and limits
- Setting up currency and numeric event types
- Creating counter vs. incrementor events
- Using event sequencing for funnel analysis
- Setting up order ID and purchase event tracking
- Configuring product string syntax correctly
- Using list variables for multi-value dimensions
Module 6: Report Building & Customisation in Analysis Workspace - Navigating Analysis Workspace interface and layout options
- Understanding panels, visualisations, and tabs
- Adding and configuring tables, line charts, and scatter plots
- Drag-and-drop dimension and metric placement
- Using segments to isolate specific user behaviours
- Creating calculated metrics with formulas
- Applying date comparisons and trends
- Using flow visualisations for path analysis
- Building fallout reports for funnel diagnostics
- Creating freeform tables with breakdowns
- Using anomaly detection to identify outliers
- Applying data thresholds and filters
- Using table calculations: percentages, deltas, running totals
- Creating custom date ranges and scheduling
- Exporting reports in PDF, CSV, PPT formats
- Saving and sharing templates across teams
Module 7: Segmentation Strategy & Application - Why segmentation is the foundation of insight
- Building rule-based segments: conditions and operators
- Creating sequence-based segments with pathing logic
- Using time constraints to refine audience definitions
- Building high-value customer segments
- Identifying churn-risk users with behavioural triggers
- Creating lookalike audiences from converters
- Using frequency and recency for lifecycle analysis
- Combining multiple dimensions in advanced segments
- Testing segment validity with sample data
- Applying segments across different reports
- Sharing and versioning segments in enterprise teams
- Setting up segment intelligence for automated insights
- Using segments in real-time dashboards
Module 8: Attribution & Multi-Touch Modelling - Understanding last-click bias and its limitations
- Overview of attribution models in Adobe Analytics
- Comparing last touch, first touch, linear, U-shaped, W-shaped
- Creating custom attribution models with model comparison
- Using time decay and position-based weighting
- Analysing assisted conversions across channels
- Measuring upper-funnel influence accurately
- Running cross-channel performance reports
- Using path length and conversion time analysis
- Identifying drop-off points in multi-touch journeys
- Validating models with holdout testing
- Presenting attribution findings to marketing leadership
- Integrating attribution insights into budget decisions
- Automating model recommendations with AI insights
- Linking attribution to CLV and LTV models
Module 9: Customer Journey & Path Analysis - Mapping the full customer lifecycle in Adobe Analytics
- Using flow visualisations to diagnose navigation patterns
- Identifying common entry and exit points
- Analysing drop-off between key stages
- Using fallout reports to quantify leakage
- Building path-to-conversion diagrams
- Analysing mobile vs. desktop journey differences
- Tracking cross-device behaviours
- Using sequence segments to isolate journey types
- Analysing time-to-convert distributions
- Linking journey data to satisfaction scores
- Identifying friction points with session replay logic
- Using pathing to optimise onboarding flows
- Measuring impact of UX changes on journey efficiency
- Forecasting journey completion rates
Module 10: Conversion Funnel Optimisation - Defining funnel stages based on business objectives
- Setting up funnel visualisations in Workspace
- Measuring conversion rate at each stage
- Calculating abandonment rate and leakage value
- Identifying top drop-off points with diagnostics
- Segmenting funnel performance by device, region, traffic source
- Testing hypotheses with before-and-after analysis
- Using cohorts to track retention across funnels
- Analysing cart abandonment with product-level detail
- Linking funnel data to customer support tickets
- Measuring impact of form field reduction
- Optimising checkout flow with session depth analysis
- Using A/B test results to validate funnel changes
- Reporting funnel ROI to finance stakeholders
- Building automated funnel alerts
Module 11: Advanced Metrics & Calculated Fields - Creating custom metrics with arithmetic operations
- Building ratios: conversion rate, bounce rate, exit rate
- Creating efficiency metrics: cost per conversion, revenue per visit
- Using conditional logic in calculated metrics
- Building rolling averages and trend indicators
- Setting up time-based metrics: minutes per session, pages per visit
- Creating cohort-based retention metrics
- Using percentile calculations for benchmarking
- Building health scores for digital properties
- Creating engagement indices from multiple signals
- Using delta calculations for performance tracking
- Validating metric accuracy with sample audits
- Documenting metric definitions for organisational consistency
- Sharing calculated metrics across projects
- Setting up metric alerts and thresholds
Module 12: Dashboarding & Executive Reporting - Designing dashboards for different audiences
- Choosing the right visualisation for the message
- Using colour, hierarchy, and whitespace effectively
- Building KPI scorecards for leadership
- Creating real-time monitoring dashboards
- Linking multiple panels with shared filters
- Using bookmarks to save dynamic views
- Scheduling automated report delivery
- Setting up daily, weekly, and monthly summaries
- Incorporating commentary and annotations
- Adding benchmarks and targets to visuals
- Using conditional formatting to highlight issues
- Building mobile-optimised dashboards
- Sharing dashboards securely with stakeholders
- Embedding dashboards in internal portals
Module 13: A/B Testing & Analytics Integration - Understanding Adobe Target and its integration with Analytics
- Setting up report suites for test validation
- Passing experience and activity data into Analytics
- Building custom reports for test performance
- Analysing lift, significance, and confidence intervals
- Comparing winner performance across segments
- Using calculated metrics to measure incremental revenue
- Linking test results to lifetime value
- Validating tracking consistency across variants
- Using segmentation to uncover hidden winners
- Creating post-test review templates
- Documenting learnings for future optimisation
- Integrating Test & Target with personalisation rules
- Scaling successful tests across markets
Module 14: Data Quality & Validation - Establishing data quality KPIs
- Checking for missing or duplicate tracking
- Validating event firing on key pages
- Using QA environments for pre-launch testing
- Running data accuracy audits quarterly
- Checking for inflated visit counts or bot traffic
- Monitoring sampling thresholds and data limits
- Setting up heartbeat monitoring for SDK health
- Using data filters to manage known issues
- Creating documentation for data anomalies
- Escalating issues to technical teams with evidence
- Implementing automated health checks
- Using anomaly detection to flag sudden drops
- Validating referral and campaign parameter parsing
- Ensuring consistent tagging across devices
Module 15: Predictive Analytics & AI Features - Introduction to Adobe Sensei and machine learning in AA
- Using anomaly detection to find hidden issues
- Interpreting automated insights and alerts
- Setting up predictive segments for churn and conversion
- Understanding confidence scores in AI output
- Using forecasting tools for trend projection
- Exploring next best action recommendations
- Validating AI insights with raw data
- Combining human judgment with AI suggestions
- Using predictive funnels to anticipate drop-offs
- Leveraging co-occurrence analysis for content optimisation
- Understanding limitations of automated modelling
- Setting up custom machine learning datasets
- Exporting predictive data for external analysis
- Building trust in AI-driven decisions
Module 16: Cross-Channel & Multi-Suite Integration - Integrating Adobe Analytics with Adobe Audiences
- Sharing segments with Adobe Campaign
- Feeding insights into Adobe Journey Optimizer
- Using Real-Time CDP for unified profiles
- Synchronizing data with Adobe Experience Platform
- Building unified customer views across touchpoints
- Linking web behaviour to email engagement
- Analysing offline conversions with match tables
- Using data sources to enrich Analytics reports
- Integrating CRM data for B2B analysis
- Connecting with Google Ads and Meta via APIs
- Using Data Prep for transformation rules
- Setting up data activation workflows
- Building closed-loop measurement across channels
- Measuring omnichannel ROI accurately
Module 17: Governance, Compliance & Security - Setting up user permissions and access roles
- Managing report suite access at scale
- Using Product Profiles for departmental separation
- Ensuring GDPR and CCPA compliance in tracking
- Implementing consent mode with AEP
- Managing data retention policies
- Handling PII and sensitive data safely
- Using data filters to mask information
- Auditing user activity and changes
- Documenting data lineage and ownership
- Creating data dictionaries for transparency
- Conducting internal compliance reviews
- Training teams on data ethics and policy
- Responding to data subject access requests
- Setting up backup and recovery procedures
Module 18: Real-World Projects & Portfolio Building - Project 1: Audit an existing implementation and recommend fixes
- Project 2: Build a complete tracking plan for an eCommerce site
- Project 3: Analyse a funnel and identify top leakage points
- Project 4: Create an attribution model comparison report
- Project 5: Design a leadership dashboard with real data
- Project 6: Diagnose a data quality issue and document root cause
- Project 7: Build a customer journey map using flow reports
- Project 8: Recommend optimisation steps based on insights
- Creating visual case studies from project work
- Writing executive summaries for non-technical audiences
- Sharing findings in presentation-ready formats
- Building a personal analytics portfolio
- Preparing for performance reviews with evidence
- Using projects in job applications and interviews
Module 19: Certification Preparation & Career Advancement - Overview of official Adobe certification paths
- Mapping course content to exam objectives
- Practice quiz questions with detailed explanations
- Time management strategies for certification exams
- Common misconceptions and how to avoid them
- How to use the Certificate of Completion effectively
- Adding credentials to LinkedIn and resumes
- Networking with other certified professionals
- Leveraging certification for salary negotiations
- Positioning yourself as a trusted analytics leader
- Transitioning from analyst to strategist role
- Presenting your certification in performance reviews
- Joining exclusive industry groups and forums
- Planning ongoing learning beyond this course
Module 20: Final Integration & Next Steps - Conducting a personal skill audit
- Creating your 90-day implementation roadmap
- Setting measurable goals for ROI delivery
- Building stakeholder adoption plans
- Scaling insights across departments
- Establishing regular insight review cycles
- Automating recurring reports and alerts
- Integrating with business planning processes
- Staying updated with Adobe release notes
- Joining user groups and communities
- Accessing expert office hours (optional add-on)
- Revisiting modules as your role evolves
- Using lifetime access for refresher learning
- Tracking career progress with milestone templates
- Finalising your Certificate of Completion issued by The Art of Service
- Choosing between eVars, props, and custom events
- Configuring expiration settings: visit, page view, event
- Setting allocation logic: last touch, first touch, linear
- Using merchandising eVars for product-level tracking
- Mapping success events to conversion paths
- Setting up custom conversion metrics
- Configuring traffic variables for channel reporting
- Using context data for flexible reporting
- Understanding s.contextData syntax and limits
- Setting up currency and numeric event types
- Creating counter vs. incrementor events
- Using event sequencing for funnel analysis
- Setting up order ID and purchase event tracking
- Configuring product string syntax correctly
- Using list variables for multi-value dimensions
Module 6: Report Building & Customisation in Analysis Workspace - Navigating Analysis Workspace interface and layout options
- Understanding panels, visualisations, and tabs
- Adding and configuring tables, line charts, and scatter plots
- Drag-and-drop dimension and metric placement
- Using segments to isolate specific user behaviours
- Creating calculated metrics with formulas
- Applying date comparisons and trends
- Using flow visualisations for path analysis
- Building fallout reports for funnel diagnostics
- Creating freeform tables with breakdowns
- Using anomaly detection to identify outliers
- Applying data thresholds and filters
- Using table calculations: percentages, deltas, running totals
- Creating custom date ranges and scheduling
- Exporting reports in PDF, CSV, PPT formats
- Saving and sharing templates across teams
Module 7: Segmentation Strategy & Application - Why segmentation is the foundation of insight
- Building rule-based segments: conditions and operators
- Creating sequence-based segments with pathing logic
- Using time constraints to refine audience definitions
- Building high-value customer segments
- Identifying churn-risk users with behavioural triggers
- Creating lookalike audiences from converters
- Using frequency and recency for lifecycle analysis
- Combining multiple dimensions in advanced segments
- Testing segment validity with sample data
- Applying segments across different reports
- Sharing and versioning segments in enterprise teams
- Setting up segment intelligence for automated insights
- Using segments in real-time dashboards
Module 8: Attribution & Multi-Touch Modelling - Understanding last-click bias and its limitations
- Overview of attribution models in Adobe Analytics
- Comparing last touch, first touch, linear, U-shaped, W-shaped
- Creating custom attribution models with model comparison
- Using time decay and position-based weighting
- Analysing assisted conversions across channels
- Measuring upper-funnel influence accurately
- Running cross-channel performance reports
- Using path length and conversion time analysis
- Identifying drop-off points in multi-touch journeys
- Validating models with holdout testing
- Presenting attribution findings to marketing leadership
- Integrating attribution insights into budget decisions
- Automating model recommendations with AI insights
- Linking attribution to CLV and LTV models
Module 9: Customer Journey & Path Analysis - Mapping the full customer lifecycle in Adobe Analytics
- Using flow visualisations to diagnose navigation patterns
- Identifying common entry and exit points
- Analysing drop-off between key stages
- Using fallout reports to quantify leakage
- Building path-to-conversion diagrams
- Analysing mobile vs. desktop journey differences
- Tracking cross-device behaviours
- Using sequence segments to isolate journey types
- Analysing time-to-convert distributions
- Linking journey data to satisfaction scores
- Identifying friction points with session replay logic
- Using pathing to optimise onboarding flows
- Measuring impact of UX changes on journey efficiency
- Forecasting journey completion rates
Module 10: Conversion Funnel Optimisation - Defining funnel stages based on business objectives
- Setting up funnel visualisations in Workspace
- Measuring conversion rate at each stage
- Calculating abandonment rate and leakage value
- Identifying top drop-off points with diagnostics
- Segmenting funnel performance by device, region, traffic source
- Testing hypotheses with before-and-after analysis
- Using cohorts to track retention across funnels
- Analysing cart abandonment with product-level detail
- Linking funnel data to customer support tickets
- Measuring impact of form field reduction
- Optimising checkout flow with session depth analysis
- Using A/B test results to validate funnel changes
- Reporting funnel ROI to finance stakeholders
- Building automated funnel alerts
Module 11: Advanced Metrics & Calculated Fields - Creating custom metrics with arithmetic operations
- Building ratios: conversion rate, bounce rate, exit rate
- Creating efficiency metrics: cost per conversion, revenue per visit
- Using conditional logic in calculated metrics
- Building rolling averages and trend indicators
- Setting up time-based metrics: minutes per session, pages per visit
- Creating cohort-based retention metrics
- Using percentile calculations for benchmarking
- Building health scores for digital properties
- Creating engagement indices from multiple signals
- Using delta calculations for performance tracking
- Validating metric accuracy with sample audits
- Documenting metric definitions for organisational consistency
- Sharing calculated metrics across projects
- Setting up metric alerts and thresholds
Module 12: Dashboarding & Executive Reporting - Designing dashboards for different audiences
- Choosing the right visualisation for the message
- Using colour, hierarchy, and whitespace effectively
- Building KPI scorecards for leadership
- Creating real-time monitoring dashboards
- Linking multiple panels with shared filters
- Using bookmarks to save dynamic views
- Scheduling automated report delivery
- Setting up daily, weekly, and monthly summaries
- Incorporating commentary and annotations
- Adding benchmarks and targets to visuals
- Using conditional formatting to highlight issues
- Building mobile-optimised dashboards
- Sharing dashboards securely with stakeholders
- Embedding dashboards in internal portals
Module 13: A/B Testing & Analytics Integration - Understanding Adobe Target and its integration with Analytics
- Setting up report suites for test validation
- Passing experience and activity data into Analytics
- Building custom reports for test performance
- Analysing lift, significance, and confidence intervals
- Comparing winner performance across segments
- Using calculated metrics to measure incremental revenue
- Linking test results to lifetime value
- Validating tracking consistency across variants
- Using segmentation to uncover hidden winners
- Creating post-test review templates
- Documenting learnings for future optimisation
- Integrating Test & Target with personalisation rules
- Scaling successful tests across markets
Module 14: Data Quality & Validation - Establishing data quality KPIs
- Checking for missing or duplicate tracking
- Validating event firing on key pages
- Using QA environments for pre-launch testing
- Running data accuracy audits quarterly
- Checking for inflated visit counts or bot traffic
- Monitoring sampling thresholds and data limits
- Setting up heartbeat monitoring for SDK health
- Using data filters to manage known issues
- Creating documentation for data anomalies
- Escalating issues to technical teams with evidence
- Implementing automated health checks
- Using anomaly detection to flag sudden drops
- Validating referral and campaign parameter parsing
- Ensuring consistent tagging across devices
Module 15: Predictive Analytics & AI Features - Introduction to Adobe Sensei and machine learning in AA
- Using anomaly detection to find hidden issues
- Interpreting automated insights and alerts
- Setting up predictive segments for churn and conversion
- Understanding confidence scores in AI output
- Using forecasting tools for trend projection
- Exploring next best action recommendations
- Validating AI insights with raw data
- Combining human judgment with AI suggestions
- Using predictive funnels to anticipate drop-offs
- Leveraging co-occurrence analysis for content optimisation
- Understanding limitations of automated modelling
- Setting up custom machine learning datasets
- Exporting predictive data for external analysis
- Building trust in AI-driven decisions
Module 16: Cross-Channel & Multi-Suite Integration - Integrating Adobe Analytics with Adobe Audiences
- Sharing segments with Adobe Campaign
- Feeding insights into Adobe Journey Optimizer
- Using Real-Time CDP for unified profiles
- Synchronizing data with Adobe Experience Platform
- Building unified customer views across touchpoints
- Linking web behaviour to email engagement
- Analysing offline conversions with match tables
- Using data sources to enrich Analytics reports
- Integrating CRM data for B2B analysis
- Connecting with Google Ads and Meta via APIs
- Using Data Prep for transformation rules
- Setting up data activation workflows
- Building closed-loop measurement across channels
- Measuring omnichannel ROI accurately
Module 17: Governance, Compliance & Security - Setting up user permissions and access roles
- Managing report suite access at scale
- Using Product Profiles for departmental separation
- Ensuring GDPR and CCPA compliance in tracking
- Implementing consent mode with AEP
- Managing data retention policies
- Handling PII and sensitive data safely
- Using data filters to mask information
- Auditing user activity and changes
- Documenting data lineage and ownership
- Creating data dictionaries for transparency
- Conducting internal compliance reviews
- Training teams on data ethics and policy
- Responding to data subject access requests
- Setting up backup and recovery procedures
Module 18: Real-World Projects & Portfolio Building - Project 1: Audit an existing implementation and recommend fixes
- Project 2: Build a complete tracking plan for an eCommerce site
- Project 3: Analyse a funnel and identify top leakage points
- Project 4: Create an attribution model comparison report
- Project 5: Design a leadership dashboard with real data
- Project 6: Diagnose a data quality issue and document root cause
- Project 7: Build a customer journey map using flow reports
- Project 8: Recommend optimisation steps based on insights
- Creating visual case studies from project work
- Writing executive summaries for non-technical audiences
- Sharing findings in presentation-ready formats
- Building a personal analytics portfolio
- Preparing for performance reviews with evidence
- Using projects in job applications and interviews
Module 19: Certification Preparation & Career Advancement - Overview of official Adobe certification paths
- Mapping course content to exam objectives
- Practice quiz questions with detailed explanations
- Time management strategies for certification exams
- Common misconceptions and how to avoid them
- How to use the Certificate of Completion effectively
- Adding credentials to LinkedIn and resumes
- Networking with other certified professionals
- Leveraging certification for salary negotiations
- Positioning yourself as a trusted analytics leader
- Transitioning from analyst to strategist role
- Presenting your certification in performance reviews
- Joining exclusive industry groups and forums
- Planning ongoing learning beyond this course
Module 20: Final Integration & Next Steps - Conducting a personal skill audit
- Creating your 90-day implementation roadmap
- Setting measurable goals for ROI delivery
- Building stakeholder adoption plans
- Scaling insights across departments
- Establishing regular insight review cycles
- Automating recurring reports and alerts
- Integrating with business planning processes
- Staying updated with Adobe release notes
- Joining user groups and communities
- Accessing expert office hours (optional add-on)
- Revisiting modules as your role evolves
- Using lifetime access for refresher learning
- Tracking career progress with milestone templates
- Finalising your Certificate of Completion issued by The Art of Service
- Why segmentation is the foundation of insight
- Building rule-based segments: conditions and operators
- Creating sequence-based segments with pathing logic
- Using time constraints to refine audience definitions
- Building high-value customer segments
- Identifying churn-risk users with behavioural triggers
- Creating lookalike audiences from converters
- Using frequency and recency for lifecycle analysis
- Combining multiple dimensions in advanced segments
- Testing segment validity with sample data
- Applying segments across different reports
- Sharing and versioning segments in enterprise teams
- Setting up segment intelligence for automated insights
- Using segments in real-time dashboards
Module 8: Attribution & Multi-Touch Modelling - Understanding last-click bias and its limitations
- Overview of attribution models in Adobe Analytics
- Comparing last touch, first touch, linear, U-shaped, W-shaped
- Creating custom attribution models with model comparison
- Using time decay and position-based weighting
- Analysing assisted conversions across channels
- Measuring upper-funnel influence accurately
- Running cross-channel performance reports
- Using path length and conversion time analysis
- Identifying drop-off points in multi-touch journeys
- Validating models with holdout testing
- Presenting attribution findings to marketing leadership
- Integrating attribution insights into budget decisions
- Automating model recommendations with AI insights
- Linking attribution to CLV and LTV models
Module 9: Customer Journey & Path Analysis - Mapping the full customer lifecycle in Adobe Analytics
- Using flow visualisations to diagnose navigation patterns
- Identifying common entry and exit points
- Analysing drop-off between key stages
- Using fallout reports to quantify leakage
- Building path-to-conversion diagrams
- Analysing mobile vs. desktop journey differences
- Tracking cross-device behaviours
- Using sequence segments to isolate journey types
- Analysing time-to-convert distributions
- Linking journey data to satisfaction scores
- Identifying friction points with session replay logic
- Using pathing to optimise onboarding flows
- Measuring impact of UX changes on journey efficiency
- Forecasting journey completion rates
Module 10: Conversion Funnel Optimisation - Defining funnel stages based on business objectives
- Setting up funnel visualisations in Workspace
- Measuring conversion rate at each stage
- Calculating abandonment rate and leakage value
- Identifying top drop-off points with diagnostics
- Segmenting funnel performance by device, region, traffic source
- Testing hypotheses with before-and-after analysis
- Using cohorts to track retention across funnels
- Analysing cart abandonment with product-level detail
- Linking funnel data to customer support tickets
- Measuring impact of form field reduction
- Optimising checkout flow with session depth analysis
- Using A/B test results to validate funnel changes
- Reporting funnel ROI to finance stakeholders
- Building automated funnel alerts
Module 11: Advanced Metrics & Calculated Fields - Creating custom metrics with arithmetic operations
- Building ratios: conversion rate, bounce rate, exit rate
- Creating efficiency metrics: cost per conversion, revenue per visit
- Using conditional logic in calculated metrics
- Building rolling averages and trend indicators
- Setting up time-based metrics: minutes per session, pages per visit
- Creating cohort-based retention metrics
- Using percentile calculations for benchmarking
- Building health scores for digital properties
- Creating engagement indices from multiple signals
- Using delta calculations for performance tracking
- Validating metric accuracy with sample audits
- Documenting metric definitions for organisational consistency
- Sharing calculated metrics across projects
- Setting up metric alerts and thresholds
Module 12: Dashboarding & Executive Reporting - Designing dashboards for different audiences
- Choosing the right visualisation for the message
- Using colour, hierarchy, and whitespace effectively
- Building KPI scorecards for leadership
- Creating real-time monitoring dashboards
- Linking multiple panels with shared filters
- Using bookmarks to save dynamic views
- Scheduling automated report delivery
- Setting up daily, weekly, and monthly summaries
- Incorporating commentary and annotations
- Adding benchmarks and targets to visuals
- Using conditional formatting to highlight issues
- Building mobile-optimised dashboards
- Sharing dashboards securely with stakeholders
- Embedding dashboards in internal portals
Module 13: A/B Testing & Analytics Integration - Understanding Adobe Target and its integration with Analytics
- Setting up report suites for test validation
- Passing experience and activity data into Analytics
- Building custom reports for test performance
- Analysing lift, significance, and confidence intervals
- Comparing winner performance across segments
- Using calculated metrics to measure incremental revenue
- Linking test results to lifetime value
- Validating tracking consistency across variants
- Using segmentation to uncover hidden winners
- Creating post-test review templates
- Documenting learnings for future optimisation
- Integrating Test & Target with personalisation rules
- Scaling successful tests across markets
Module 14: Data Quality & Validation - Establishing data quality KPIs
- Checking for missing or duplicate tracking
- Validating event firing on key pages
- Using QA environments for pre-launch testing
- Running data accuracy audits quarterly
- Checking for inflated visit counts or bot traffic
- Monitoring sampling thresholds and data limits
- Setting up heartbeat monitoring for SDK health
- Using data filters to manage known issues
- Creating documentation for data anomalies
- Escalating issues to technical teams with evidence
- Implementing automated health checks
- Using anomaly detection to flag sudden drops
- Validating referral and campaign parameter parsing
- Ensuring consistent tagging across devices
Module 15: Predictive Analytics & AI Features - Introduction to Adobe Sensei and machine learning in AA
- Using anomaly detection to find hidden issues
- Interpreting automated insights and alerts
- Setting up predictive segments for churn and conversion
- Understanding confidence scores in AI output
- Using forecasting tools for trend projection
- Exploring next best action recommendations
- Validating AI insights with raw data
- Combining human judgment with AI suggestions
- Using predictive funnels to anticipate drop-offs
- Leveraging co-occurrence analysis for content optimisation
- Understanding limitations of automated modelling
- Setting up custom machine learning datasets
- Exporting predictive data for external analysis
- Building trust in AI-driven decisions
Module 16: Cross-Channel & Multi-Suite Integration - Integrating Adobe Analytics with Adobe Audiences
- Sharing segments with Adobe Campaign
- Feeding insights into Adobe Journey Optimizer
- Using Real-Time CDP for unified profiles
- Synchronizing data with Adobe Experience Platform
- Building unified customer views across touchpoints
- Linking web behaviour to email engagement
- Analysing offline conversions with match tables
- Using data sources to enrich Analytics reports
- Integrating CRM data for B2B analysis
- Connecting with Google Ads and Meta via APIs
- Using Data Prep for transformation rules
- Setting up data activation workflows
- Building closed-loop measurement across channels
- Measuring omnichannel ROI accurately
Module 17: Governance, Compliance & Security - Setting up user permissions and access roles
- Managing report suite access at scale
- Using Product Profiles for departmental separation
- Ensuring GDPR and CCPA compliance in tracking
- Implementing consent mode with AEP
- Managing data retention policies
- Handling PII and sensitive data safely
- Using data filters to mask information
- Auditing user activity and changes
- Documenting data lineage and ownership
- Creating data dictionaries for transparency
- Conducting internal compliance reviews
- Training teams on data ethics and policy
- Responding to data subject access requests
- Setting up backup and recovery procedures
Module 18: Real-World Projects & Portfolio Building - Project 1: Audit an existing implementation and recommend fixes
- Project 2: Build a complete tracking plan for an eCommerce site
- Project 3: Analyse a funnel and identify top leakage points
- Project 4: Create an attribution model comparison report
- Project 5: Design a leadership dashboard with real data
- Project 6: Diagnose a data quality issue and document root cause
- Project 7: Build a customer journey map using flow reports
- Project 8: Recommend optimisation steps based on insights
- Creating visual case studies from project work
- Writing executive summaries for non-technical audiences
- Sharing findings in presentation-ready formats
- Building a personal analytics portfolio
- Preparing for performance reviews with evidence
- Using projects in job applications and interviews
Module 19: Certification Preparation & Career Advancement - Overview of official Adobe certification paths
- Mapping course content to exam objectives
- Practice quiz questions with detailed explanations
- Time management strategies for certification exams
- Common misconceptions and how to avoid them
- How to use the Certificate of Completion effectively
- Adding credentials to LinkedIn and resumes
- Networking with other certified professionals
- Leveraging certification for salary negotiations
- Positioning yourself as a trusted analytics leader
- Transitioning from analyst to strategist role
- Presenting your certification in performance reviews
- Joining exclusive industry groups and forums
- Planning ongoing learning beyond this course
Module 20: Final Integration & Next Steps - Conducting a personal skill audit
- Creating your 90-day implementation roadmap
- Setting measurable goals for ROI delivery
- Building stakeholder adoption plans
- Scaling insights across departments
- Establishing regular insight review cycles
- Automating recurring reports and alerts
- Integrating with business planning processes
- Staying updated with Adobe release notes
- Joining user groups and communities
- Accessing expert office hours (optional add-on)
- Revisiting modules as your role evolves
- Using lifetime access for refresher learning
- Tracking career progress with milestone templates
- Finalising your Certificate of Completion issued by The Art of Service
- Mapping the full customer lifecycle in Adobe Analytics
- Using flow visualisations to diagnose navigation patterns
- Identifying common entry and exit points
- Analysing drop-off between key stages
- Using fallout reports to quantify leakage
- Building path-to-conversion diagrams
- Analysing mobile vs. desktop journey differences
- Tracking cross-device behaviours
- Using sequence segments to isolate journey types
- Analysing time-to-convert distributions
- Linking journey data to satisfaction scores
- Identifying friction points with session replay logic
- Using pathing to optimise onboarding flows
- Measuring impact of UX changes on journey efficiency
- Forecasting journey completion rates
Module 10: Conversion Funnel Optimisation - Defining funnel stages based on business objectives
- Setting up funnel visualisations in Workspace
- Measuring conversion rate at each stage
- Calculating abandonment rate and leakage value
- Identifying top drop-off points with diagnostics
- Segmenting funnel performance by device, region, traffic source
- Testing hypotheses with before-and-after analysis
- Using cohorts to track retention across funnels
- Analysing cart abandonment with product-level detail
- Linking funnel data to customer support tickets
- Measuring impact of form field reduction
- Optimising checkout flow with session depth analysis
- Using A/B test results to validate funnel changes
- Reporting funnel ROI to finance stakeholders
- Building automated funnel alerts
Module 11: Advanced Metrics & Calculated Fields - Creating custom metrics with arithmetic operations
- Building ratios: conversion rate, bounce rate, exit rate
- Creating efficiency metrics: cost per conversion, revenue per visit
- Using conditional logic in calculated metrics
- Building rolling averages and trend indicators
- Setting up time-based metrics: minutes per session, pages per visit
- Creating cohort-based retention metrics
- Using percentile calculations for benchmarking
- Building health scores for digital properties
- Creating engagement indices from multiple signals
- Using delta calculations for performance tracking
- Validating metric accuracy with sample audits
- Documenting metric definitions for organisational consistency
- Sharing calculated metrics across projects
- Setting up metric alerts and thresholds
Module 12: Dashboarding & Executive Reporting - Designing dashboards for different audiences
- Choosing the right visualisation for the message
- Using colour, hierarchy, and whitespace effectively
- Building KPI scorecards for leadership
- Creating real-time monitoring dashboards
- Linking multiple panels with shared filters
- Using bookmarks to save dynamic views
- Scheduling automated report delivery
- Setting up daily, weekly, and monthly summaries
- Incorporating commentary and annotations
- Adding benchmarks and targets to visuals
- Using conditional formatting to highlight issues
- Building mobile-optimised dashboards
- Sharing dashboards securely with stakeholders
- Embedding dashboards in internal portals
Module 13: A/B Testing & Analytics Integration - Understanding Adobe Target and its integration with Analytics
- Setting up report suites for test validation
- Passing experience and activity data into Analytics
- Building custom reports for test performance
- Analysing lift, significance, and confidence intervals
- Comparing winner performance across segments
- Using calculated metrics to measure incremental revenue
- Linking test results to lifetime value
- Validating tracking consistency across variants
- Using segmentation to uncover hidden winners
- Creating post-test review templates
- Documenting learnings for future optimisation
- Integrating Test & Target with personalisation rules
- Scaling successful tests across markets
Module 14: Data Quality & Validation - Establishing data quality KPIs
- Checking for missing or duplicate tracking
- Validating event firing on key pages
- Using QA environments for pre-launch testing
- Running data accuracy audits quarterly
- Checking for inflated visit counts or bot traffic
- Monitoring sampling thresholds and data limits
- Setting up heartbeat monitoring for SDK health
- Using data filters to manage known issues
- Creating documentation for data anomalies
- Escalating issues to technical teams with evidence
- Implementing automated health checks
- Using anomaly detection to flag sudden drops
- Validating referral and campaign parameter parsing
- Ensuring consistent tagging across devices
Module 15: Predictive Analytics & AI Features - Introduction to Adobe Sensei and machine learning in AA
- Using anomaly detection to find hidden issues
- Interpreting automated insights and alerts
- Setting up predictive segments for churn and conversion
- Understanding confidence scores in AI output
- Using forecasting tools for trend projection
- Exploring next best action recommendations
- Validating AI insights with raw data
- Combining human judgment with AI suggestions
- Using predictive funnels to anticipate drop-offs
- Leveraging co-occurrence analysis for content optimisation
- Understanding limitations of automated modelling
- Setting up custom machine learning datasets
- Exporting predictive data for external analysis
- Building trust in AI-driven decisions
Module 16: Cross-Channel & Multi-Suite Integration - Integrating Adobe Analytics with Adobe Audiences
- Sharing segments with Adobe Campaign
- Feeding insights into Adobe Journey Optimizer
- Using Real-Time CDP for unified profiles
- Synchronizing data with Adobe Experience Platform
- Building unified customer views across touchpoints
- Linking web behaviour to email engagement
- Analysing offline conversions with match tables
- Using data sources to enrich Analytics reports
- Integrating CRM data for B2B analysis
- Connecting with Google Ads and Meta via APIs
- Using Data Prep for transformation rules
- Setting up data activation workflows
- Building closed-loop measurement across channels
- Measuring omnichannel ROI accurately
Module 17: Governance, Compliance & Security - Setting up user permissions and access roles
- Managing report suite access at scale
- Using Product Profiles for departmental separation
- Ensuring GDPR and CCPA compliance in tracking
- Implementing consent mode with AEP
- Managing data retention policies
- Handling PII and sensitive data safely
- Using data filters to mask information
- Auditing user activity and changes
- Documenting data lineage and ownership
- Creating data dictionaries for transparency
- Conducting internal compliance reviews
- Training teams on data ethics and policy
- Responding to data subject access requests
- Setting up backup and recovery procedures
Module 18: Real-World Projects & Portfolio Building - Project 1: Audit an existing implementation and recommend fixes
- Project 2: Build a complete tracking plan for an eCommerce site
- Project 3: Analyse a funnel and identify top leakage points
- Project 4: Create an attribution model comparison report
- Project 5: Design a leadership dashboard with real data
- Project 6: Diagnose a data quality issue and document root cause
- Project 7: Build a customer journey map using flow reports
- Project 8: Recommend optimisation steps based on insights
- Creating visual case studies from project work
- Writing executive summaries for non-technical audiences
- Sharing findings in presentation-ready formats
- Building a personal analytics portfolio
- Preparing for performance reviews with evidence
- Using projects in job applications and interviews
Module 19: Certification Preparation & Career Advancement - Overview of official Adobe certification paths
- Mapping course content to exam objectives
- Practice quiz questions with detailed explanations
- Time management strategies for certification exams
- Common misconceptions and how to avoid them
- How to use the Certificate of Completion effectively
- Adding credentials to LinkedIn and resumes
- Networking with other certified professionals
- Leveraging certification for salary negotiations
- Positioning yourself as a trusted analytics leader
- Transitioning from analyst to strategist role
- Presenting your certification in performance reviews
- Joining exclusive industry groups and forums
- Planning ongoing learning beyond this course
Module 20: Final Integration & Next Steps - Conducting a personal skill audit
- Creating your 90-day implementation roadmap
- Setting measurable goals for ROI delivery
- Building stakeholder adoption plans
- Scaling insights across departments
- Establishing regular insight review cycles
- Automating recurring reports and alerts
- Integrating with business planning processes
- Staying updated with Adobe release notes
- Joining user groups and communities
- Accessing expert office hours (optional add-on)
- Revisiting modules as your role evolves
- Using lifetime access for refresher learning
- Tracking career progress with milestone templates
- Finalising your Certificate of Completion issued by The Art of Service
- Creating custom metrics with arithmetic operations
- Building ratios: conversion rate, bounce rate, exit rate
- Creating efficiency metrics: cost per conversion, revenue per visit
- Using conditional logic in calculated metrics
- Building rolling averages and trend indicators
- Setting up time-based metrics: minutes per session, pages per visit
- Creating cohort-based retention metrics
- Using percentile calculations for benchmarking
- Building health scores for digital properties
- Creating engagement indices from multiple signals
- Using delta calculations for performance tracking
- Validating metric accuracy with sample audits
- Documenting metric definitions for organisational consistency
- Sharing calculated metrics across projects
- Setting up metric alerts and thresholds
Module 12: Dashboarding & Executive Reporting - Designing dashboards for different audiences
- Choosing the right visualisation for the message
- Using colour, hierarchy, and whitespace effectively
- Building KPI scorecards for leadership
- Creating real-time monitoring dashboards
- Linking multiple panels with shared filters
- Using bookmarks to save dynamic views
- Scheduling automated report delivery
- Setting up daily, weekly, and monthly summaries
- Incorporating commentary and annotations
- Adding benchmarks and targets to visuals
- Using conditional formatting to highlight issues
- Building mobile-optimised dashboards
- Sharing dashboards securely with stakeholders
- Embedding dashboards in internal portals
Module 13: A/B Testing & Analytics Integration - Understanding Adobe Target and its integration with Analytics
- Setting up report suites for test validation
- Passing experience and activity data into Analytics
- Building custom reports for test performance
- Analysing lift, significance, and confidence intervals
- Comparing winner performance across segments
- Using calculated metrics to measure incremental revenue
- Linking test results to lifetime value
- Validating tracking consistency across variants
- Using segmentation to uncover hidden winners
- Creating post-test review templates
- Documenting learnings for future optimisation
- Integrating Test & Target with personalisation rules
- Scaling successful tests across markets
Module 14: Data Quality & Validation - Establishing data quality KPIs
- Checking for missing or duplicate tracking
- Validating event firing on key pages
- Using QA environments for pre-launch testing
- Running data accuracy audits quarterly
- Checking for inflated visit counts or bot traffic
- Monitoring sampling thresholds and data limits
- Setting up heartbeat monitoring for SDK health
- Using data filters to manage known issues
- Creating documentation for data anomalies
- Escalating issues to technical teams with evidence
- Implementing automated health checks
- Using anomaly detection to flag sudden drops
- Validating referral and campaign parameter parsing
- Ensuring consistent tagging across devices
Module 15: Predictive Analytics & AI Features - Introduction to Adobe Sensei and machine learning in AA
- Using anomaly detection to find hidden issues
- Interpreting automated insights and alerts
- Setting up predictive segments for churn and conversion
- Understanding confidence scores in AI output
- Using forecasting tools for trend projection
- Exploring next best action recommendations
- Validating AI insights with raw data
- Combining human judgment with AI suggestions
- Using predictive funnels to anticipate drop-offs
- Leveraging co-occurrence analysis for content optimisation
- Understanding limitations of automated modelling
- Setting up custom machine learning datasets
- Exporting predictive data for external analysis
- Building trust in AI-driven decisions
Module 16: Cross-Channel & Multi-Suite Integration - Integrating Adobe Analytics with Adobe Audiences
- Sharing segments with Adobe Campaign
- Feeding insights into Adobe Journey Optimizer
- Using Real-Time CDP for unified profiles
- Synchronizing data with Adobe Experience Platform
- Building unified customer views across touchpoints
- Linking web behaviour to email engagement
- Analysing offline conversions with match tables
- Using data sources to enrich Analytics reports
- Integrating CRM data for B2B analysis
- Connecting with Google Ads and Meta via APIs
- Using Data Prep for transformation rules
- Setting up data activation workflows
- Building closed-loop measurement across channels
- Measuring omnichannel ROI accurately
Module 17: Governance, Compliance & Security - Setting up user permissions and access roles
- Managing report suite access at scale
- Using Product Profiles for departmental separation
- Ensuring GDPR and CCPA compliance in tracking
- Implementing consent mode with AEP
- Managing data retention policies
- Handling PII and sensitive data safely
- Using data filters to mask information
- Auditing user activity and changes
- Documenting data lineage and ownership
- Creating data dictionaries for transparency
- Conducting internal compliance reviews
- Training teams on data ethics and policy
- Responding to data subject access requests
- Setting up backup and recovery procedures
Module 18: Real-World Projects & Portfolio Building - Project 1: Audit an existing implementation and recommend fixes
- Project 2: Build a complete tracking plan for an eCommerce site
- Project 3: Analyse a funnel and identify top leakage points
- Project 4: Create an attribution model comparison report
- Project 5: Design a leadership dashboard with real data
- Project 6: Diagnose a data quality issue and document root cause
- Project 7: Build a customer journey map using flow reports
- Project 8: Recommend optimisation steps based on insights
- Creating visual case studies from project work
- Writing executive summaries for non-technical audiences
- Sharing findings in presentation-ready formats
- Building a personal analytics portfolio
- Preparing for performance reviews with evidence
- Using projects in job applications and interviews
Module 19: Certification Preparation & Career Advancement - Overview of official Adobe certification paths
- Mapping course content to exam objectives
- Practice quiz questions with detailed explanations
- Time management strategies for certification exams
- Common misconceptions and how to avoid them
- How to use the Certificate of Completion effectively
- Adding credentials to LinkedIn and resumes
- Networking with other certified professionals
- Leveraging certification for salary negotiations
- Positioning yourself as a trusted analytics leader
- Transitioning from analyst to strategist role
- Presenting your certification in performance reviews
- Joining exclusive industry groups and forums
- Planning ongoing learning beyond this course
Module 20: Final Integration & Next Steps - Conducting a personal skill audit
- Creating your 90-day implementation roadmap
- Setting measurable goals for ROI delivery
- Building stakeholder adoption plans
- Scaling insights across departments
- Establishing regular insight review cycles
- Automating recurring reports and alerts
- Integrating with business planning processes
- Staying updated with Adobe release notes
- Joining user groups and communities
- Accessing expert office hours (optional add-on)
- Revisiting modules as your role evolves
- Using lifetime access for refresher learning
- Tracking career progress with milestone templates
- Finalising your Certificate of Completion issued by The Art of Service
- Understanding Adobe Target and its integration with Analytics
- Setting up report suites for test validation
- Passing experience and activity data into Analytics
- Building custom reports for test performance
- Analysing lift, significance, and confidence intervals
- Comparing winner performance across segments
- Using calculated metrics to measure incremental revenue
- Linking test results to lifetime value
- Validating tracking consistency across variants
- Using segmentation to uncover hidden winners
- Creating post-test review templates
- Documenting learnings for future optimisation
- Integrating Test & Target with personalisation rules
- Scaling successful tests across markets
Module 14: Data Quality & Validation - Establishing data quality KPIs
- Checking for missing or duplicate tracking
- Validating event firing on key pages
- Using QA environments for pre-launch testing
- Running data accuracy audits quarterly
- Checking for inflated visit counts or bot traffic
- Monitoring sampling thresholds and data limits
- Setting up heartbeat monitoring for SDK health
- Using data filters to manage known issues
- Creating documentation for data anomalies
- Escalating issues to technical teams with evidence
- Implementing automated health checks
- Using anomaly detection to flag sudden drops
- Validating referral and campaign parameter parsing
- Ensuring consistent tagging across devices
Module 15: Predictive Analytics & AI Features - Introduction to Adobe Sensei and machine learning in AA
- Using anomaly detection to find hidden issues
- Interpreting automated insights and alerts
- Setting up predictive segments for churn and conversion
- Understanding confidence scores in AI output
- Using forecasting tools for trend projection
- Exploring next best action recommendations
- Validating AI insights with raw data
- Combining human judgment with AI suggestions
- Using predictive funnels to anticipate drop-offs
- Leveraging co-occurrence analysis for content optimisation
- Understanding limitations of automated modelling
- Setting up custom machine learning datasets
- Exporting predictive data for external analysis
- Building trust in AI-driven decisions
Module 16: Cross-Channel & Multi-Suite Integration - Integrating Adobe Analytics with Adobe Audiences
- Sharing segments with Adobe Campaign
- Feeding insights into Adobe Journey Optimizer
- Using Real-Time CDP for unified profiles
- Synchronizing data with Adobe Experience Platform
- Building unified customer views across touchpoints
- Linking web behaviour to email engagement
- Analysing offline conversions with match tables
- Using data sources to enrich Analytics reports
- Integrating CRM data for B2B analysis
- Connecting with Google Ads and Meta via APIs
- Using Data Prep for transformation rules
- Setting up data activation workflows
- Building closed-loop measurement across channels
- Measuring omnichannel ROI accurately
Module 17: Governance, Compliance & Security - Setting up user permissions and access roles
- Managing report suite access at scale
- Using Product Profiles for departmental separation
- Ensuring GDPR and CCPA compliance in tracking
- Implementing consent mode with AEP
- Managing data retention policies
- Handling PII and sensitive data safely
- Using data filters to mask information
- Auditing user activity and changes
- Documenting data lineage and ownership
- Creating data dictionaries for transparency
- Conducting internal compliance reviews
- Training teams on data ethics and policy
- Responding to data subject access requests
- Setting up backup and recovery procedures
Module 18: Real-World Projects & Portfolio Building - Project 1: Audit an existing implementation and recommend fixes
- Project 2: Build a complete tracking plan for an eCommerce site
- Project 3: Analyse a funnel and identify top leakage points
- Project 4: Create an attribution model comparison report
- Project 5: Design a leadership dashboard with real data
- Project 6: Diagnose a data quality issue and document root cause
- Project 7: Build a customer journey map using flow reports
- Project 8: Recommend optimisation steps based on insights
- Creating visual case studies from project work
- Writing executive summaries for non-technical audiences
- Sharing findings in presentation-ready formats
- Building a personal analytics portfolio
- Preparing for performance reviews with evidence
- Using projects in job applications and interviews
Module 19: Certification Preparation & Career Advancement - Overview of official Adobe certification paths
- Mapping course content to exam objectives
- Practice quiz questions with detailed explanations
- Time management strategies for certification exams
- Common misconceptions and how to avoid them
- How to use the Certificate of Completion effectively
- Adding credentials to LinkedIn and resumes
- Networking with other certified professionals
- Leveraging certification for salary negotiations
- Positioning yourself as a trusted analytics leader
- Transitioning from analyst to strategist role
- Presenting your certification in performance reviews
- Joining exclusive industry groups and forums
- Planning ongoing learning beyond this course
Module 20: Final Integration & Next Steps - Conducting a personal skill audit
- Creating your 90-day implementation roadmap
- Setting measurable goals for ROI delivery
- Building stakeholder adoption plans
- Scaling insights across departments
- Establishing regular insight review cycles
- Automating recurring reports and alerts
- Integrating with business planning processes
- Staying updated with Adobe release notes
- Joining user groups and communities
- Accessing expert office hours (optional add-on)
- Revisiting modules as your role evolves
- Using lifetime access for refresher learning
- Tracking career progress with milestone templates
- Finalising your Certificate of Completion issued by The Art of Service
- Introduction to Adobe Sensei and machine learning in AA
- Using anomaly detection to find hidden issues
- Interpreting automated insights and alerts
- Setting up predictive segments for churn and conversion
- Understanding confidence scores in AI output
- Using forecasting tools for trend projection
- Exploring next best action recommendations
- Validating AI insights with raw data
- Combining human judgment with AI suggestions
- Using predictive funnels to anticipate drop-offs
- Leveraging co-occurrence analysis for content optimisation
- Understanding limitations of automated modelling
- Setting up custom machine learning datasets
- Exporting predictive data for external analysis
- Building trust in AI-driven decisions
Module 16: Cross-Channel & Multi-Suite Integration - Integrating Adobe Analytics with Adobe Audiences
- Sharing segments with Adobe Campaign
- Feeding insights into Adobe Journey Optimizer
- Using Real-Time CDP for unified profiles
- Synchronizing data with Adobe Experience Platform
- Building unified customer views across touchpoints
- Linking web behaviour to email engagement
- Analysing offline conversions with match tables
- Using data sources to enrich Analytics reports
- Integrating CRM data for B2B analysis
- Connecting with Google Ads and Meta via APIs
- Using Data Prep for transformation rules
- Setting up data activation workflows
- Building closed-loop measurement across channels
- Measuring omnichannel ROI accurately
Module 17: Governance, Compliance & Security - Setting up user permissions and access roles
- Managing report suite access at scale
- Using Product Profiles for departmental separation
- Ensuring GDPR and CCPA compliance in tracking
- Implementing consent mode with AEP
- Managing data retention policies
- Handling PII and sensitive data safely
- Using data filters to mask information
- Auditing user activity and changes
- Documenting data lineage and ownership
- Creating data dictionaries for transparency
- Conducting internal compliance reviews
- Training teams on data ethics and policy
- Responding to data subject access requests
- Setting up backup and recovery procedures
Module 18: Real-World Projects & Portfolio Building - Project 1: Audit an existing implementation and recommend fixes
- Project 2: Build a complete tracking plan for an eCommerce site
- Project 3: Analyse a funnel and identify top leakage points
- Project 4: Create an attribution model comparison report
- Project 5: Design a leadership dashboard with real data
- Project 6: Diagnose a data quality issue and document root cause
- Project 7: Build a customer journey map using flow reports
- Project 8: Recommend optimisation steps based on insights
- Creating visual case studies from project work
- Writing executive summaries for non-technical audiences
- Sharing findings in presentation-ready formats
- Building a personal analytics portfolio
- Preparing for performance reviews with evidence
- Using projects in job applications and interviews
Module 19: Certification Preparation & Career Advancement - Overview of official Adobe certification paths
- Mapping course content to exam objectives
- Practice quiz questions with detailed explanations
- Time management strategies for certification exams
- Common misconceptions and how to avoid them
- How to use the Certificate of Completion effectively
- Adding credentials to LinkedIn and resumes
- Networking with other certified professionals
- Leveraging certification for salary negotiations
- Positioning yourself as a trusted analytics leader
- Transitioning from analyst to strategist role
- Presenting your certification in performance reviews
- Joining exclusive industry groups and forums
- Planning ongoing learning beyond this course
Module 20: Final Integration & Next Steps - Conducting a personal skill audit
- Creating your 90-day implementation roadmap
- Setting measurable goals for ROI delivery
- Building stakeholder adoption plans
- Scaling insights across departments
- Establishing regular insight review cycles
- Automating recurring reports and alerts
- Integrating with business planning processes
- Staying updated with Adobe release notes
- Joining user groups and communities
- Accessing expert office hours (optional add-on)
- Revisiting modules as your role evolves
- Using lifetime access for refresher learning
- Tracking career progress with milestone templates
- Finalising your Certificate of Completion issued by The Art of Service
- Setting up user permissions and access roles
- Managing report suite access at scale
- Using Product Profiles for departmental separation
- Ensuring GDPR and CCPA compliance in tracking
- Implementing consent mode with AEP
- Managing data retention policies
- Handling PII and sensitive data safely
- Using data filters to mask information
- Auditing user activity and changes
- Documenting data lineage and ownership
- Creating data dictionaries for transparency
- Conducting internal compliance reviews
- Training teams on data ethics and policy
- Responding to data subject access requests
- Setting up backup and recovery procedures
Module 18: Real-World Projects & Portfolio Building - Project 1: Audit an existing implementation and recommend fixes
- Project 2: Build a complete tracking plan for an eCommerce site
- Project 3: Analyse a funnel and identify top leakage points
- Project 4: Create an attribution model comparison report
- Project 5: Design a leadership dashboard with real data
- Project 6: Diagnose a data quality issue and document root cause
- Project 7: Build a customer journey map using flow reports
- Project 8: Recommend optimisation steps based on insights
- Creating visual case studies from project work
- Writing executive summaries for non-technical audiences
- Sharing findings in presentation-ready formats
- Building a personal analytics portfolio
- Preparing for performance reviews with evidence
- Using projects in job applications and interviews
Module 19: Certification Preparation & Career Advancement - Overview of official Adobe certification paths
- Mapping course content to exam objectives
- Practice quiz questions with detailed explanations
- Time management strategies for certification exams
- Common misconceptions and how to avoid them
- How to use the Certificate of Completion effectively
- Adding credentials to LinkedIn and resumes
- Networking with other certified professionals
- Leveraging certification for salary negotiations
- Positioning yourself as a trusted analytics leader
- Transitioning from analyst to strategist role
- Presenting your certification in performance reviews
- Joining exclusive industry groups and forums
- Planning ongoing learning beyond this course
Module 20: Final Integration & Next Steps - Conducting a personal skill audit
- Creating your 90-day implementation roadmap
- Setting measurable goals for ROI delivery
- Building stakeholder adoption plans
- Scaling insights across departments
- Establishing regular insight review cycles
- Automating recurring reports and alerts
- Integrating with business planning processes
- Staying updated with Adobe release notes
- Joining user groups and communities
- Accessing expert office hours (optional add-on)
- Revisiting modules as your role evolves
- Using lifetime access for refresher learning
- Tracking career progress with milestone templates
- Finalising your Certificate of Completion issued by The Art of Service
- Overview of official Adobe certification paths
- Mapping course content to exam objectives
- Practice quiz questions with detailed explanations
- Time management strategies for certification exams
- Common misconceptions and how to avoid them
- How to use the Certificate of Completion effectively
- Adding credentials to LinkedIn and resumes
- Networking with other certified professionals
- Leveraging certification for salary negotiations
- Positioning yourself as a trusted analytics leader
- Transitioning from analyst to strategist role
- Presenting your certification in performance reviews
- Joining exclusive industry groups and forums
- Planning ongoing learning beyond this course