Mastering Adobe Analytics: From Data to Decisions
You’re under pressure. Stakeholders demand answers, but your reports feel reactive, not strategic. You’re drowning in data yet starved for insight. The dashboard tools are there, but without a framework, they’re just noise. You know Adobe Analytics holds the key, but you’re stuck in the weeds - building reports, not influence. That ends now. Mastering Adobe Analytics: From Data to Decisions is your proven blueprint to transform raw data into high-impact business decisions. This isn’t about learning another click path - it’s about mastering the full intelligence lifecycle: defining KPIs, structuring data, diagnosing performance gaps, and presenting insights that get funding, not feedback. Imagine walking into your next meeting with a complete analysis package. A campaign’s conversion dropped 23%. You’ve already isolated the cause, reconstructed user flow, and benchmarked against seasonality. You don’t just present - you prescribe. That’s exactly what Sarah K., a digital analytics manager at a global e-commerce brand, achieved. After completing this course, she identified a $1.2M annual revenue leakage in abandoned funnels. Her insights led to a redesigned checkout flow and earned her promotion within six months. This course takes you from data confusion to strategic clarity in 45 days. By the end, you’ll build a board-ready business impact report that connects Adobe Analytics data directly to revenue, retention, and customer lifetime value. No fluff. No filler. Just a structured, battle-tested system to turn your analytics work into career-defining value. Here’s how this course is structured to help you get there.Course Format & Delivery Details Designed for Real Professionals, Built for Real Results
This is a self-paced, on-demand course with full lifetime access. There are no deadlines, no live sessions to attend, and no artificial time pressure. You move at your own speed, on your own schedule, with complete control over your learning journey. Most learners complete the program in 5–7 weeks with 3–4 hours of weekly engagement. But you can finish in as little as 10 days if you choose to accelerate. More importantly, you’ll start applying core frameworks to real business questions within the first 48 hours of enrollment. Lifetime Access, Zero Obsolescence
You receive permanent access to all course materials, including every future update at no additional cost. Adobe Analytics evolves, and so does this course. The industry changes, but your mastery doesn’t expire. Updates are delivered seamlessly, ensuring your knowledge remains cutting-edge for years. Access Anywhere, On Any Device
All materials are mobile-friendly and accessible 24/7 from any device - desktop, tablet, or smartphone. Whether you’re reviewing segmentation logic on your commute or refining a funnel report during downtime, your progress stays synced. Global access means no restrictions, no delays. Direct Instructor Guidance and Support
You’re not alone. You’ll receive structured feedback and expert clarification through dedicated support channels. Each module includes instructor-vetted templates, checklists, and troubleshooting guides. Real human insight backs every lesson - with guaranteed response times for critical questions. Certificate of Completion: A Career Accelerator
Upon successful completion, you earn a Certificate of Completion issued by The Art of Service. This isn’t a participation badge - it’s a credential recognized by enterprise employers, consulting firms, and digital transformation leaders worldwide. It validates your ability to turn analytics into actionable intelligence and is designed to strengthen your resume, LinkedIn, and promotion discussions. Transparent Pricing, Zero Hidden Fees
Pricing is straightforward and all-inclusive. There are no subscriptions, no hidden charges, and no surprise costs. What you see is what you get - full access, lifetime updates, certificate issuance, and support included from day one. Accepted Payment Methods
We accept all major payment options including Visa, Mastercard, and PayPal. Secure checkout ensures your transaction is protected with bank-level encryption. 100% Satisfied or Refunded - Guaranteed
We eliminate your risk with a full money-back guarantee. If you complete the first two modules and don’t feel you’ve gained actionable clarity and tactical advantage, simply request a refund. No forms, no hoops, no questions asked. Your investment is protected. Easy Onboarding, Zero Friction
After enrollment, you’ll receive a confirmation email. Access details to the course platform are sent separately once your materials are fully configured - ensuring a seamless, error-free experience. No need to wait. No technical hiccups. This Works Even If…
…you’ve used Adobe Analytics for years but still feel overwhelmed by hierarchy and attribution. …you’re new to the platform and fear a steep learning curve. …you work in marketing, product, or IT and need to speak the same language as data teams. …you’ve tried other courses and walked away with only fragments. This system is designed for real-world complexity. It works for digital analysts, marketing managers, e-commerce leads, and customer experience strategists. Learners consistently report confidence gains in cross-functional meetings, campaign analysis, and KPI negotiation within two weeks. You gain clarity. You gain credibility. You gain control - with full risk reversal built in.
Module 1: Foundations of Digital Analytics Intelligence - The evolution of digital analytics: From tracking to transformation
- Why 87% of analytics projects fail to impact business decisions
- The 5 pillars of strategic analytics maturity
- Defining your role in the data ecosystem
- Core terminology: Metrics, dimensions, events, variables, and properties
- Understanding hit, session, and user-level data structures
- Adobe Experience Cloud architecture and integration overview
- The data layer: How information flows into Adobe Analytics
- Real-time vs. batch processing: Implications for reporting
- Key stakeholders and their decision-making needs
- Aligning analytics with business objectives: The OKR framework
- How to avoid false insights: Common data traps and misinterpretations
- The difference between descriptive, diagnostic, predictive, and prescriptive analytics
- Building your personal analytics roadmap
- Pre-assessment: Identify your current skill level and knowledge gaps
Module 2: Mastering Adobe Analytics Core Architecture - Understanding the Adobe Analytics data model
- Report suites: Setup, configuration, and best practices
- Standard vs. virtual report suites: When to use each
- Processing rules: Automating data transformation at ingestion
- Experience Cloud ID service: Unified identity management
- Context data and query parameters: Enriching your dataset
- Link tracking and custom links: Capturing non-pageview interactions
- E-commerce tracking: Implementing product and purchase variables
- Merchandising vs. standard e-commerce: Pros and trade-offs
- Prop and eVar variables: Definitions, scope, and allocation
- Event types: Custom, counter, numeric, and currency events
- Expiry settings: Visit, page view, and custom lifetime configurations
- Conversion lifecycle: How data flows from click to attribution
- Crosstalk prevention: Isolating data streams effectively
- Best practices for naming conventions and documentation standards
Module 3: Data Collection and Implementation Strategy - Audit-ready tagging: Ensuring data integrity from day one
- The 12 critical data points every implementation must capture
- Working with developers: Communicating technical specs clearly
- Validation tools: Using Network Console and Adobe Debugger
- Tracking form interactions, video plays, and scroll depth
- JavaScript implementation overview (non-technical deep dive)
- Tag management systems: Launch by Adobe and integration patterns
- Data element mapping: Connecting UI to analytics backend
- Regular expression validation for dynamic data capture
- Ghost referrer and bot filtering: Cleaning your data at source
- Implementing GDPR and CCPA compliance in tracking logic
- Cross-domain tracking: Best practices for multiple properties
- Mobile app tracking: Adapting web logic to SDK environments
- Testing and QA workflows for production launch
- Documentation templates for handover and audits
Module 4: Segmentation Mastery and Audience Isolation - Why segmentation is the #1 skill of elite analysts
- Dimensional vs. metric-based segments: When to use each
- Creating persistent vs. visit-scoped segments
- Advanced segment logic: AND, OR, NOT, and nested conditions
- Building segments for acquisition channels
- Isolating high-value customer cohorts by behavior
- Time-based segmentation: Recency, frequency, and duration
- Purchase history segments: First-time vs. repeat buyers
- Device and technology segmentation for experience optimization
- Custom segment building with calculated metrics
- Comparative analysis: Benchmarking segments against each other
- Segment sharing and governance across teams
- Performance impact: When too many segments slow reports
- Using segments to validate A/B test audiences
- Exporting segments for activation in Adobe Target and Campaign
Module 5: Report Building and Dashboard Design - The 4 types of business reports every analyst must know
- Freeform tables: Building custom data views
- Flow reports: Visualizing user journey paths
- Funnels: Diagnosing drop-off and friction points
- Pathing analysis: Entry, exit, and next-page patterns
- Time-based reports: Trends, seasonality, and spikes
- Geographic reports: Regional performance breakdowns
- Dashboard creation: Layout, hierarchy, and interactivity
- Linking multiple reports for contextual storytelling
- Setting calculation presets for faster analysis
- Data thresholds and sampling notices: Understanding limitations
- Report templates for recurring business reviews
- Scheduling and distribution: Automating reports to stakeholders
- Bookmarks and annotations: Documenting insights in context
- Access controls: Managing dashboard permissions securely
Module 6: Attribution and Conversion Modeling - Why last-click attribution fails modern customer journeys
- Comparing attribution models: Last touch, first touch, linear, U-shaped
- Time decay and position-based models: When to use each
- Custom attribution: Defining your own conversion weightings
- Conversion variables and syntax in reporting tools
- Tying marketing spend to multi-touch outcomes
- Multi-channel funnels: Measuring cross-platform impact
- Assisted conversions: Quantifying non-last-click value
- Looking back window settings: Days to conversion analysis
- Channel conflict resolution using attribution data
- How to present attribution findings to executives
- Model comparison reports: Side-by-side performance
- Limitations of model accuracy and confidence intervals
- Integrating with Adobe Attribution
- Building business rules for model selection
Module 7: Advanced Analysis Workspace Techniques - Analysis Workspace vs. traditional reports: Key advantages
- Components overview: Panels, visualizations, and data sources
- Drag-and-drop interface for rapid hypothesis testing
- Creating calculated metrics with custom formulas
- Building custom metrics using IF, THEN logic
- Advanced visualizations: Scatter plots, heat maps, box plots
- Applying conditional formatting for quick insight spotting
- Using anomaly detection to surface hidden patterns
- Segment over-segment analysis: Comparing behavior differences
- Combining multiple data sources in a single workspace
- Creating reusable project templates for standard analyses
- Sharing analysis projects with team members
- Collaboration workflows for cross-functional input
- Version control for analysis consistency
- Exporting high-resolution visuals for presentations
Module 8: Data Visualization and Executive Storytelling - The 7 principles of effective data storytelling
- From insight to narrative: Structuring your message
- Choosing the right chart for the decision
- Eliminating clutter: The Tufte principle in practice
- Color psychology in dashboard design
- Highlighting key metrics without distortion
- Creating executive summaries in under 300 words
- Using annotations to guide interpretation
- Time-lapse reports: Showing progress over time
- Before-and-after comparisons for campaign impact
- Telling a story with segmentation: Customer journey insight
- Presentation structures: Problem, analysis, solution, impact
- Anticipating stakeholder questions in advance
- Building slide decks that support, not replace, data
- Handling tough questions with data confidence
Module 9: Anomaly Detection and Root Cause Analysis - How to identify real vs. random fluctuations
- Statistical threshold settings for anomaly alerts
- Diagnostic workflows: The 5 Whys technique
- Using segment comparison to isolate issues
- Correlation vs. causation: Avoiding flawed conclusions
- Funnel diagnosis: Pinpointing exact drop-off stages
- User flow analysis: Detecting unexpected behavior
- Device-specific performance breakdowns
- Geography-based anomalies and market shifts
- Referrer and campaign-level outlier detection
- Performance impact scoring: Prioritizing investigation
- Building a root cause analysis template
- Documenting findings for audit and knowledge transfer
- Automating anomaly alerts for key KPIs
- Escalation protocols: When to loop in engineering or marketing
Module 10: Predictive Analytics and Forecasting - Basics of time series forecasting in Adobe Analytics
- Setting confidence intervals for projections
- Seasonal adjustment and trendline application
- Baseline vs. projected performance modeling
- Forecasting conversion rate and revenue trends
- Using predictive segments for proactive targeting
- Lifecycle stage predictions: Acquisition, retention, churn
- Identifying at-risk users before they disengage
- Machine learning readiness: Preparing data for AI models
- Exporting clean datasets for external modeling
- Scenario planning: Best case, worst case, likely case
- What-if analysis for marketing budget allocation
- Validating forecasts against actuals over time
- Communicating uncertainty without losing credibility
- Integrating with Adobe Sensei-powered features
Module 11: Integration with Adobe Experience Cloud - Connecting Adobe Analytics to Adobe Target
- Using analytics data to personalize A/B test audiences
- Reporting on test performance with statistical significance
- Integrating with Adobe Campaign for lifecycle messaging
- Activating segments for email and push campaigns
- Linking to Adobe Audience Manager for DMP functions
- Data sharing permissions across Experience Cloud apps
- Using Customer Journey Analytics for unified datasets
- Cross-channel attribution using unified profiles
- Real-time experience data: Streaming analytics to CDP
- Creating journey-level insights from siloed systems
- Governance and consent management across platforms
- API basics for data extraction and automation
- Exporting structured data for CRM integration
- Automating reports to Slack, Teams, or email
Module 12: KPI Strategy and Business Alignment - Defining leading vs. lagging indicators
- How to negotiate KPI ownership with stakeholders
- Creating KPIs that align with financial goals
- Customer-centric metrics: NPS, CSAT, retention, CLV
- Digital performance KPIs: Conversion, bounce, engagement
- Marketing efficiency metrics: CAC, ROAS, LTV:CAC
- Operational metrics: Page load, error rate, session duration
- Setting targets with historical benchmarks
- Dynamic baseline adjustment for evolving businesses
- KPI dashboards by department: Sales, Marketing, Product
- Board-level reporting: What executives really need
- Avoiding vanity metrics: Focusing on actionable signals
- KPI validation: Ensuring measurement accuracy
- Updating KPIs as business models evolve
- Creating a KPI playbook for your organization
Module 13: Real-World Project: Business Impact Report - Project overview: Build a revenue-linked business impact report
- Selecting a live business problem or past campaign
- Defining the decision you want to influence
- Data requirements gathering and gap analysis
- Segmenting the affected audience
- Running baseline and comparative reports
- Identifying anomalies and root causes
- Creating visualizations for executive consumption
- Calculating financial impact using conversion data
- Attribution modeling for full journey credit
- Drafting the narrative: Problem, analysis, solution
- Forecasting potential uplift from proposed actions
- Building an implementation roadmap
- Peer review checklist for quality assurance
- Final submission and certificate eligibility
Module 14: Certification and Career Advancement - Preparation for the final assessment
- Review of critical concepts and common pitfalls
- Practice exercises with detailed feedback
- Exam structure and format overview
- Time management during assessment
- Submitting your business impact report
- Evaluation criteria: Clarity, accuracy, business relevance
- Receiving your Certificate of Completion
- How to list the credential on LinkedIn and resumes
- Using the certification in salary negotiations
- Next steps: Adobe Certified Expert (ACE) exam prep
- Continuing education pathways
- Joining the global alumni network
- Access to exclusive job boards and mentorships
- Lifetime access to updates, community, and resources
- The evolution of digital analytics: From tracking to transformation
- Why 87% of analytics projects fail to impact business decisions
- The 5 pillars of strategic analytics maturity
- Defining your role in the data ecosystem
- Core terminology: Metrics, dimensions, events, variables, and properties
- Understanding hit, session, and user-level data structures
- Adobe Experience Cloud architecture and integration overview
- The data layer: How information flows into Adobe Analytics
- Real-time vs. batch processing: Implications for reporting
- Key stakeholders and their decision-making needs
- Aligning analytics with business objectives: The OKR framework
- How to avoid false insights: Common data traps and misinterpretations
- The difference between descriptive, diagnostic, predictive, and prescriptive analytics
- Building your personal analytics roadmap
- Pre-assessment: Identify your current skill level and knowledge gaps
Module 2: Mastering Adobe Analytics Core Architecture - Understanding the Adobe Analytics data model
- Report suites: Setup, configuration, and best practices
- Standard vs. virtual report suites: When to use each
- Processing rules: Automating data transformation at ingestion
- Experience Cloud ID service: Unified identity management
- Context data and query parameters: Enriching your dataset
- Link tracking and custom links: Capturing non-pageview interactions
- E-commerce tracking: Implementing product and purchase variables
- Merchandising vs. standard e-commerce: Pros and trade-offs
- Prop and eVar variables: Definitions, scope, and allocation
- Event types: Custom, counter, numeric, and currency events
- Expiry settings: Visit, page view, and custom lifetime configurations
- Conversion lifecycle: How data flows from click to attribution
- Crosstalk prevention: Isolating data streams effectively
- Best practices for naming conventions and documentation standards
Module 3: Data Collection and Implementation Strategy - Audit-ready tagging: Ensuring data integrity from day one
- The 12 critical data points every implementation must capture
- Working with developers: Communicating technical specs clearly
- Validation tools: Using Network Console and Adobe Debugger
- Tracking form interactions, video plays, and scroll depth
- JavaScript implementation overview (non-technical deep dive)
- Tag management systems: Launch by Adobe and integration patterns
- Data element mapping: Connecting UI to analytics backend
- Regular expression validation for dynamic data capture
- Ghost referrer and bot filtering: Cleaning your data at source
- Implementing GDPR and CCPA compliance in tracking logic
- Cross-domain tracking: Best practices for multiple properties
- Mobile app tracking: Adapting web logic to SDK environments
- Testing and QA workflows for production launch
- Documentation templates for handover and audits
Module 4: Segmentation Mastery and Audience Isolation - Why segmentation is the #1 skill of elite analysts
- Dimensional vs. metric-based segments: When to use each
- Creating persistent vs. visit-scoped segments
- Advanced segment logic: AND, OR, NOT, and nested conditions
- Building segments for acquisition channels
- Isolating high-value customer cohorts by behavior
- Time-based segmentation: Recency, frequency, and duration
- Purchase history segments: First-time vs. repeat buyers
- Device and technology segmentation for experience optimization
- Custom segment building with calculated metrics
- Comparative analysis: Benchmarking segments against each other
- Segment sharing and governance across teams
- Performance impact: When too many segments slow reports
- Using segments to validate A/B test audiences
- Exporting segments for activation in Adobe Target and Campaign
Module 5: Report Building and Dashboard Design - The 4 types of business reports every analyst must know
- Freeform tables: Building custom data views
- Flow reports: Visualizing user journey paths
- Funnels: Diagnosing drop-off and friction points
- Pathing analysis: Entry, exit, and next-page patterns
- Time-based reports: Trends, seasonality, and spikes
- Geographic reports: Regional performance breakdowns
- Dashboard creation: Layout, hierarchy, and interactivity
- Linking multiple reports for contextual storytelling
- Setting calculation presets for faster analysis
- Data thresholds and sampling notices: Understanding limitations
- Report templates for recurring business reviews
- Scheduling and distribution: Automating reports to stakeholders
- Bookmarks and annotations: Documenting insights in context
- Access controls: Managing dashboard permissions securely
Module 6: Attribution and Conversion Modeling - Why last-click attribution fails modern customer journeys
- Comparing attribution models: Last touch, first touch, linear, U-shaped
- Time decay and position-based models: When to use each
- Custom attribution: Defining your own conversion weightings
- Conversion variables and syntax in reporting tools
- Tying marketing spend to multi-touch outcomes
- Multi-channel funnels: Measuring cross-platform impact
- Assisted conversions: Quantifying non-last-click value
- Looking back window settings: Days to conversion analysis
- Channel conflict resolution using attribution data
- How to present attribution findings to executives
- Model comparison reports: Side-by-side performance
- Limitations of model accuracy and confidence intervals
- Integrating with Adobe Attribution
- Building business rules for model selection
Module 7: Advanced Analysis Workspace Techniques - Analysis Workspace vs. traditional reports: Key advantages
- Components overview: Panels, visualizations, and data sources
- Drag-and-drop interface for rapid hypothesis testing
- Creating calculated metrics with custom formulas
- Building custom metrics using IF, THEN logic
- Advanced visualizations: Scatter plots, heat maps, box plots
- Applying conditional formatting for quick insight spotting
- Using anomaly detection to surface hidden patterns
- Segment over-segment analysis: Comparing behavior differences
- Combining multiple data sources in a single workspace
- Creating reusable project templates for standard analyses
- Sharing analysis projects with team members
- Collaboration workflows for cross-functional input
- Version control for analysis consistency
- Exporting high-resolution visuals for presentations
Module 8: Data Visualization and Executive Storytelling - The 7 principles of effective data storytelling
- From insight to narrative: Structuring your message
- Choosing the right chart for the decision
- Eliminating clutter: The Tufte principle in practice
- Color psychology in dashboard design
- Highlighting key metrics without distortion
- Creating executive summaries in under 300 words
- Using annotations to guide interpretation
- Time-lapse reports: Showing progress over time
- Before-and-after comparisons for campaign impact
- Telling a story with segmentation: Customer journey insight
- Presentation structures: Problem, analysis, solution, impact
- Anticipating stakeholder questions in advance
- Building slide decks that support, not replace, data
- Handling tough questions with data confidence
Module 9: Anomaly Detection and Root Cause Analysis - How to identify real vs. random fluctuations
- Statistical threshold settings for anomaly alerts
- Diagnostic workflows: The 5 Whys technique
- Using segment comparison to isolate issues
- Correlation vs. causation: Avoiding flawed conclusions
- Funnel diagnosis: Pinpointing exact drop-off stages
- User flow analysis: Detecting unexpected behavior
- Device-specific performance breakdowns
- Geography-based anomalies and market shifts
- Referrer and campaign-level outlier detection
- Performance impact scoring: Prioritizing investigation
- Building a root cause analysis template
- Documenting findings for audit and knowledge transfer
- Automating anomaly alerts for key KPIs
- Escalation protocols: When to loop in engineering or marketing
Module 10: Predictive Analytics and Forecasting - Basics of time series forecasting in Adobe Analytics
- Setting confidence intervals for projections
- Seasonal adjustment and trendline application
- Baseline vs. projected performance modeling
- Forecasting conversion rate and revenue trends
- Using predictive segments for proactive targeting
- Lifecycle stage predictions: Acquisition, retention, churn
- Identifying at-risk users before they disengage
- Machine learning readiness: Preparing data for AI models
- Exporting clean datasets for external modeling
- Scenario planning: Best case, worst case, likely case
- What-if analysis for marketing budget allocation
- Validating forecasts against actuals over time
- Communicating uncertainty without losing credibility
- Integrating with Adobe Sensei-powered features
Module 11: Integration with Adobe Experience Cloud - Connecting Adobe Analytics to Adobe Target
- Using analytics data to personalize A/B test audiences
- Reporting on test performance with statistical significance
- Integrating with Adobe Campaign for lifecycle messaging
- Activating segments for email and push campaigns
- Linking to Adobe Audience Manager for DMP functions
- Data sharing permissions across Experience Cloud apps
- Using Customer Journey Analytics for unified datasets
- Cross-channel attribution using unified profiles
- Real-time experience data: Streaming analytics to CDP
- Creating journey-level insights from siloed systems
- Governance and consent management across platforms
- API basics for data extraction and automation
- Exporting structured data for CRM integration
- Automating reports to Slack, Teams, or email
Module 12: KPI Strategy and Business Alignment - Defining leading vs. lagging indicators
- How to negotiate KPI ownership with stakeholders
- Creating KPIs that align with financial goals
- Customer-centric metrics: NPS, CSAT, retention, CLV
- Digital performance KPIs: Conversion, bounce, engagement
- Marketing efficiency metrics: CAC, ROAS, LTV:CAC
- Operational metrics: Page load, error rate, session duration
- Setting targets with historical benchmarks
- Dynamic baseline adjustment for evolving businesses
- KPI dashboards by department: Sales, Marketing, Product
- Board-level reporting: What executives really need
- Avoiding vanity metrics: Focusing on actionable signals
- KPI validation: Ensuring measurement accuracy
- Updating KPIs as business models evolve
- Creating a KPI playbook for your organization
Module 13: Real-World Project: Business Impact Report - Project overview: Build a revenue-linked business impact report
- Selecting a live business problem or past campaign
- Defining the decision you want to influence
- Data requirements gathering and gap analysis
- Segmenting the affected audience
- Running baseline and comparative reports
- Identifying anomalies and root causes
- Creating visualizations for executive consumption
- Calculating financial impact using conversion data
- Attribution modeling for full journey credit
- Drafting the narrative: Problem, analysis, solution
- Forecasting potential uplift from proposed actions
- Building an implementation roadmap
- Peer review checklist for quality assurance
- Final submission and certificate eligibility
Module 14: Certification and Career Advancement - Preparation for the final assessment
- Review of critical concepts and common pitfalls
- Practice exercises with detailed feedback
- Exam structure and format overview
- Time management during assessment
- Submitting your business impact report
- Evaluation criteria: Clarity, accuracy, business relevance
- Receiving your Certificate of Completion
- How to list the credential on LinkedIn and resumes
- Using the certification in salary negotiations
- Next steps: Adobe Certified Expert (ACE) exam prep
- Continuing education pathways
- Joining the global alumni network
- Access to exclusive job boards and mentorships
- Lifetime access to updates, community, and resources
- Audit-ready tagging: Ensuring data integrity from day one
- The 12 critical data points every implementation must capture
- Working with developers: Communicating technical specs clearly
- Validation tools: Using Network Console and Adobe Debugger
- Tracking form interactions, video plays, and scroll depth
- JavaScript implementation overview (non-technical deep dive)
- Tag management systems: Launch by Adobe and integration patterns
- Data element mapping: Connecting UI to analytics backend
- Regular expression validation for dynamic data capture
- Ghost referrer and bot filtering: Cleaning your data at source
- Implementing GDPR and CCPA compliance in tracking logic
- Cross-domain tracking: Best practices for multiple properties
- Mobile app tracking: Adapting web logic to SDK environments
- Testing and QA workflows for production launch
- Documentation templates for handover and audits
Module 4: Segmentation Mastery and Audience Isolation - Why segmentation is the #1 skill of elite analysts
- Dimensional vs. metric-based segments: When to use each
- Creating persistent vs. visit-scoped segments
- Advanced segment logic: AND, OR, NOT, and nested conditions
- Building segments for acquisition channels
- Isolating high-value customer cohorts by behavior
- Time-based segmentation: Recency, frequency, and duration
- Purchase history segments: First-time vs. repeat buyers
- Device and technology segmentation for experience optimization
- Custom segment building with calculated metrics
- Comparative analysis: Benchmarking segments against each other
- Segment sharing and governance across teams
- Performance impact: When too many segments slow reports
- Using segments to validate A/B test audiences
- Exporting segments for activation in Adobe Target and Campaign
Module 5: Report Building and Dashboard Design - The 4 types of business reports every analyst must know
- Freeform tables: Building custom data views
- Flow reports: Visualizing user journey paths
- Funnels: Diagnosing drop-off and friction points
- Pathing analysis: Entry, exit, and next-page patterns
- Time-based reports: Trends, seasonality, and spikes
- Geographic reports: Regional performance breakdowns
- Dashboard creation: Layout, hierarchy, and interactivity
- Linking multiple reports for contextual storytelling
- Setting calculation presets for faster analysis
- Data thresholds and sampling notices: Understanding limitations
- Report templates for recurring business reviews
- Scheduling and distribution: Automating reports to stakeholders
- Bookmarks and annotations: Documenting insights in context
- Access controls: Managing dashboard permissions securely
Module 6: Attribution and Conversion Modeling - Why last-click attribution fails modern customer journeys
- Comparing attribution models: Last touch, first touch, linear, U-shaped
- Time decay and position-based models: When to use each
- Custom attribution: Defining your own conversion weightings
- Conversion variables and syntax in reporting tools
- Tying marketing spend to multi-touch outcomes
- Multi-channel funnels: Measuring cross-platform impact
- Assisted conversions: Quantifying non-last-click value
- Looking back window settings: Days to conversion analysis
- Channel conflict resolution using attribution data
- How to present attribution findings to executives
- Model comparison reports: Side-by-side performance
- Limitations of model accuracy and confidence intervals
- Integrating with Adobe Attribution
- Building business rules for model selection
Module 7: Advanced Analysis Workspace Techniques - Analysis Workspace vs. traditional reports: Key advantages
- Components overview: Panels, visualizations, and data sources
- Drag-and-drop interface for rapid hypothesis testing
- Creating calculated metrics with custom formulas
- Building custom metrics using IF, THEN logic
- Advanced visualizations: Scatter plots, heat maps, box plots
- Applying conditional formatting for quick insight spotting
- Using anomaly detection to surface hidden patterns
- Segment over-segment analysis: Comparing behavior differences
- Combining multiple data sources in a single workspace
- Creating reusable project templates for standard analyses
- Sharing analysis projects with team members
- Collaboration workflows for cross-functional input
- Version control for analysis consistency
- Exporting high-resolution visuals for presentations
Module 8: Data Visualization and Executive Storytelling - The 7 principles of effective data storytelling
- From insight to narrative: Structuring your message
- Choosing the right chart for the decision
- Eliminating clutter: The Tufte principle in practice
- Color psychology in dashboard design
- Highlighting key metrics without distortion
- Creating executive summaries in under 300 words
- Using annotations to guide interpretation
- Time-lapse reports: Showing progress over time
- Before-and-after comparisons for campaign impact
- Telling a story with segmentation: Customer journey insight
- Presentation structures: Problem, analysis, solution, impact
- Anticipating stakeholder questions in advance
- Building slide decks that support, not replace, data
- Handling tough questions with data confidence
Module 9: Anomaly Detection and Root Cause Analysis - How to identify real vs. random fluctuations
- Statistical threshold settings for anomaly alerts
- Diagnostic workflows: The 5 Whys technique
- Using segment comparison to isolate issues
- Correlation vs. causation: Avoiding flawed conclusions
- Funnel diagnosis: Pinpointing exact drop-off stages
- User flow analysis: Detecting unexpected behavior
- Device-specific performance breakdowns
- Geography-based anomalies and market shifts
- Referrer and campaign-level outlier detection
- Performance impact scoring: Prioritizing investigation
- Building a root cause analysis template
- Documenting findings for audit and knowledge transfer
- Automating anomaly alerts for key KPIs
- Escalation protocols: When to loop in engineering or marketing
Module 10: Predictive Analytics and Forecasting - Basics of time series forecasting in Adobe Analytics
- Setting confidence intervals for projections
- Seasonal adjustment and trendline application
- Baseline vs. projected performance modeling
- Forecasting conversion rate and revenue trends
- Using predictive segments for proactive targeting
- Lifecycle stage predictions: Acquisition, retention, churn
- Identifying at-risk users before they disengage
- Machine learning readiness: Preparing data for AI models
- Exporting clean datasets for external modeling
- Scenario planning: Best case, worst case, likely case
- What-if analysis for marketing budget allocation
- Validating forecasts against actuals over time
- Communicating uncertainty without losing credibility
- Integrating with Adobe Sensei-powered features
Module 11: Integration with Adobe Experience Cloud - Connecting Adobe Analytics to Adobe Target
- Using analytics data to personalize A/B test audiences
- Reporting on test performance with statistical significance
- Integrating with Adobe Campaign for lifecycle messaging
- Activating segments for email and push campaigns
- Linking to Adobe Audience Manager for DMP functions
- Data sharing permissions across Experience Cloud apps
- Using Customer Journey Analytics for unified datasets
- Cross-channel attribution using unified profiles
- Real-time experience data: Streaming analytics to CDP
- Creating journey-level insights from siloed systems
- Governance and consent management across platforms
- API basics for data extraction and automation
- Exporting structured data for CRM integration
- Automating reports to Slack, Teams, or email
Module 12: KPI Strategy and Business Alignment - Defining leading vs. lagging indicators
- How to negotiate KPI ownership with stakeholders
- Creating KPIs that align with financial goals
- Customer-centric metrics: NPS, CSAT, retention, CLV
- Digital performance KPIs: Conversion, bounce, engagement
- Marketing efficiency metrics: CAC, ROAS, LTV:CAC
- Operational metrics: Page load, error rate, session duration
- Setting targets with historical benchmarks
- Dynamic baseline adjustment for evolving businesses
- KPI dashboards by department: Sales, Marketing, Product
- Board-level reporting: What executives really need
- Avoiding vanity metrics: Focusing on actionable signals
- KPI validation: Ensuring measurement accuracy
- Updating KPIs as business models evolve
- Creating a KPI playbook for your organization
Module 13: Real-World Project: Business Impact Report - Project overview: Build a revenue-linked business impact report
- Selecting a live business problem or past campaign
- Defining the decision you want to influence
- Data requirements gathering and gap analysis
- Segmenting the affected audience
- Running baseline and comparative reports
- Identifying anomalies and root causes
- Creating visualizations for executive consumption
- Calculating financial impact using conversion data
- Attribution modeling for full journey credit
- Drafting the narrative: Problem, analysis, solution
- Forecasting potential uplift from proposed actions
- Building an implementation roadmap
- Peer review checklist for quality assurance
- Final submission and certificate eligibility
Module 14: Certification and Career Advancement - Preparation for the final assessment
- Review of critical concepts and common pitfalls
- Practice exercises with detailed feedback
- Exam structure and format overview
- Time management during assessment
- Submitting your business impact report
- Evaluation criteria: Clarity, accuracy, business relevance
- Receiving your Certificate of Completion
- How to list the credential on LinkedIn and resumes
- Using the certification in salary negotiations
- Next steps: Adobe Certified Expert (ACE) exam prep
- Continuing education pathways
- Joining the global alumni network
- Access to exclusive job boards and mentorships
- Lifetime access to updates, community, and resources
- The 4 types of business reports every analyst must know
- Freeform tables: Building custom data views
- Flow reports: Visualizing user journey paths
- Funnels: Diagnosing drop-off and friction points
- Pathing analysis: Entry, exit, and next-page patterns
- Time-based reports: Trends, seasonality, and spikes
- Geographic reports: Regional performance breakdowns
- Dashboard creation: Layout, hierarchy, and interactivity
- Linking multiple reports for contextual storytelling
- Setting calculation presets for faster analysis
- Data thresholds and sampling notices: Understanding limitations
- Report templates for recurring business reviews
- Scheduling and distribution: Automating reports to stakeholders
- Bookmarks and annotations: Documenting insights in context
- Access controls: Managing dashboard permissions securely
Module 6: Attribution and Conversion Modeling - Why last-click attribution fails modern customer journeys
- Comparing attribution models: Last touch, first touch, linear, U-shaped
- Time decay and position-based models: When to use each
- Custom attribution: Defining your own conversion weightings
- Conversion variables and syntax in reporting tools
- Tying marketing spend to multi-touch outcomes
- Multi-channel funnels: Measuring cross-platform impact
- Assisted conversions: Quantifying non-last-click value
- Looking back window settings: Days to conversion analysis
- Channel conflict resolution using attribution data
- How to present attribution findings to executives
- Model comparison reports: Side-by-side performance
- Limitations of model accuracy and confidence intervals
- Integrating with Adobe Attribution
- Building business rules for model selection
Module 7: Advanced Analysis Workspace Techniques - Analysis Workspace vs. traditional reports: Key advantages
- Components overview: Panels, visualizations, and data sources
- Drag-and-drop interface for rapid hypothesis testing
- Creating calculated metrics with custom formulas
- Building custom metrics using IF, THEN logic
- Advanced visualizations: Scatter plots, heat maps, box plots
- Applying conditional formatting for quick insight spotting
- Using anomaly detection to surface hidden patterns
- Segment over-segment analysis: Comparing behavior differences
- Combining multiple data sources in a single workspace
- Creating reusable project templates for standard analyses
- Sharing analysis projects with team members
- Collaboration workflows for cross-functional input
- Version control for analysis consistency
- Exporting high-resolution visuals for presentations
Module 8: Data Visualization and Executive Storytelling - The 7 principles of effective data storytelling
- From insight to narrative: Structuring your message
- Choosing the right chart for the decision
- Eliminating clutter: The Tufte principle in practice
- Color psychology in dashboard design
- Highlighting key metrics without distortion
- Creating executive summaries in under 300 words
- Using annotations to guide interpretation
- Time-lapse reports: Showing progress over time
- Before-and-after comparisons for campaign impact
- Telling a story with segmentation: Customer journey insight
- Presentation structures: Problem, analysis, solution, impact
- Anticipating stakeholder questions in advance
- Building slide decks that support, not replace, data
- Handling tough questions with data confidence
Module 9: Anomaly Detection and Root Cause Analysis - How to identify real vs. random fluctuations
- Statistical threshold settings for anomaly alerts
- Diagnostic workflows: The 5 Whys technique
- Using segment comparison to isolate issues
- Correlation vs. causation: Avoiding flawed conclusions
- Funnel diagnosis: Pinpointing exact drop-off stages
- User flow analysis: Detecting unexpected behavior
- Device-specific performance breakdowns
- Geography-based anomalies and market shifts
- Referrer and campaign-level outlier detection
- Performance impact scoring: Prioritizing investigation
- Building a root cause analysis template
- Documenting findings for audit and knowledge transfer
- Automating anomaly alerts for key KPIs
- Escalation protocols: When to loop in engineering or marketing
Module 10: Predictive Analytics and Forecasting - Basics of time series forecasting in Adobe Analytics
- Setting confidence intervals for projections
- Seasonal adjustment and trendline application
- Baseline vs. projected performance modeling
- Forecasting conversion rate and revenue trends
- Using predictive segments for proactive targeting
- Lifecycle stage predictions: Acquisition, retention, churn
- Identifying at-risk users before they disengage
- Machine learning readiness: Preparing data for AI models
- Exporting clean datasets for external modeling
- Scenario planning: Best case, worst case, likely case
- What-if analysis for marketing budget allocation
- Validating forecasts against actuals over time
- Communicating uncertainty without losing credibility
- Integrating with Adobe Sensei-powered features
Module 11: Integration with Adobe Experience Cloud - Connecting Adobe Analytics to Adobe Target
- Using analytics data to personalize A/B test audiences
- Reporting on test performance with statistical significance
- Integrating with Adobe Campaign for lifecycle messaging
- Activating segments for email and push campaigns
- Linking to Adobe Audience Manager for DMP functions
- Data sharing permissions across Experience Cloud apps
- Using Customer Journey Analytics for unified datasets
- Cross-channel attribution using unified profiles
- Real-time experience data: Streaming analytics to CDP
- Creating journey-level insights from siloed systems
- Governance and consent management across platforms
- API basics for data extraction and automation
- Exporting structured data for CRM integration
- Automating reports to Slack, Teams, or email
Module 12: KPI Strategy and Business Alignment - Defining leading vs. lagging indicators
- How to negotiate KPI ownership with stakeholders
- Creating KPIs that align with financial goals
- Customer-centric metrics: NPS, CSAT, retention, CLV
- Digital performance KPIs: Conversion, bounce, engagement
- Marketing efficiency metrics: CAC, ROAS, LTV:CAC
- Operational metrics: Page load, error rate, session duration
- Setting targets with historical benchmarks
- Dynamic baseline adjustment for evolving businesses
- KPI dashboards by department: Sales, Marketing, Product
- Board-level reporting: What executives really need
- Avoiding vanity metrics: Focusing on actionable signals
- KPI validation: Ensuring measurement accuracy
- Updating KPIs as business models evolve
- Creating a KPI playbook for your organization
Module 13: Real-World Project: Business Impact Report - Project overview: Build a revenue-linked business impact report
- Selecting a live business problem or past campaign
- Defining the decision you want to influence
- Data requirements gathering and gap analysis
- Segmenting the affected audience
- Running baseline and comparative reports
- Identifying anomalies and root causes
- Creating visualizations for executive consumption
- Calculating financial impact using conversion data
- Attribution modeling for full journey credit
- Drafting the narrative: Problem, analysis, solution
- Forecasting potential uplift from proposed actions
- Building an implementation roadmap
- Peer review checklist for quality assurance
- Final submission and certificate eligibility
Module 14: Certification and Career Advancement - Preparation for the final assessment
- Review of critical concepts and common pitfalls
- Practice exercises with detailed feedback
- Exam structure and format overview
- Time management during assessment
- Submitting your business impact report
- Evaluation criteria: Clarity, accuracy, business relevance
- Receiving your Certificate of Completion
- How to list the credential on LinkedIn and resumes
- Using the certification in salary negotiations
- Next steps: Adobe Certified Expert (ACE) exam prep
- Continuing education pathways
- Joining the global alumni network
- Access to exclusive job boards and mentorships
- Lifetime access to updates, community, and resources
- Analysis Workspace vs. traditional reports: Key advantages
- Components overview: Panels, visualizations, and data sources
- Drag-and-drop interface for rapid hypothesis testing
- Creating calculated metrics with custom formulas
- Building custom metrics using IF, THEN logic
- Advanced visualizations: Scatter plots, heat maps, box plots
- Applying conditional formatting for quick insight spotting
- Using anomaly detection to surface hidden patterns
- Segment over-segment analysis: Comparing behavior differences
- Combining multiple data sources in a single workspace
- Creating reusable project templates for standard analyses
- Sharing analysis projects with team members
- Collaboration workflows for cross-functional input
- Version control for analysis consistency
- Exporting high-resolution visuals for presentations
Module 8: Data Visualization and Executive Storytelling - The 7 principles of effective data storytelling
- From insight to narrative: Structuring your message
- Choosing the right chart for the decision
- Eliminating clutter: The Tufte principle in practice
- Color psychology in dashboard design
- Highlighting key metrics without distortion
- Creating executive summaries in under 300 words
- Using annotations to guide interpretation
- Time-lapse reports: Showing progress over time
- Before-and-after comparisons for campaign impact
- Telling a story with segmentation: Customer journey insight
- Presentation structures: Problem, analysis, solution, impact
- Anticipating stakeholder questions in advance
- Building slide decks that support, not replace, data
- Handling tough questions with data confidence
Module 9: Anomaly Detection and Root Cause Analysis - How to identify real vs. random fluctuations
- Statistical threshold settings for anomaly alerts
- Diagnostic workflows: The 5 Whys technique
- Using segment comparison to isolate issues
- Correlation vs. causation: Avoiding flawed conclusions
- Funnel diagnosis: Pinpointing exact drop-off stages
- User flow analysis: Detecting unexpected behavior
- Device-specific performance breakdowns
- Geography-based anomalies and market shifts
- Referrer and campaign-level outlier detection
- Performance impact scoring: Prioritizing investigation
- Building a root cause analysis template
- Documenting findings for audit and knowledge transfer
- Automating anomaly alerts for key KPIs
- Escalation protocols: When to loop in engineering or marketing
Module 10: Predictive Analytics and Forecasting - Basics of time series forecasting in Adobe Analytics
- Setting confidence intervals for projections
- Seasonal adjustment and trendline application
- Baseline vs. projected performance modeling
- Forecasting conversion rate and revenue trends
- Using predictive segments for proactive targeting
- Lifecycle stage predictions: Acquisition, retention, churn
- Identifying at-risk users before they disengage
- Machine learning readiness: Preparing data for AI models
- Exporting clean datasets for external modeling
- Scenario planning: Best case, worst case, likely case
- What-if analysis for marketing budget allocation
- Validating forecasts against actuals over time
- Communicating uncertainty without losing credibility
- Integrating with Adobe Sensei-powered features
Module 11: Integration with Adobe Experience Cloud - Connecting Adobe Analytics to Adobe Target
- Using analytics data to personalize A/B test audiences
- Reporting on test performance with statistical significance
- Integrating with Adobe Campaign for lifecycle messaging
- Activating segments for email and push campaigns
- Linking to Adobe Audience Manager for DMP functions
- Data sharing permissions across Experience Cloud apps
- Using Customer Journey Analytics for unified datasets
- Cross-channel attribution using unified profiles
- Real-time experience data: Streaming analytics to CDP
- Creating journey-level insights from siloed systems
- Governance and consent management across platforms
- API basics for data extraction and automation
- Exporting structured data for CRM integration
- Automating reports to Slack, Teams, or email
Module 12: KPI Strategy and Business Alignment - Defining leading vs. lagging indicators
- How to negotiate KPI ownership with stakeholders
- Creating KPIs that align with financial goals
- Customer-centric metrics: NPS, CSAT, retention, CLV
- Digital performance KPIs: Conversion, bounce, engagement
- Marketing efficiency metrics: CAC, ROAS, LTV:CAC
- Operational metrics: Page load, error rate, session duration
- Setting targets with historical benchmarks
- Dynamic baseline adjustment for evolving businesses
- KPI dashboards by department: Sales, Marketing, Product
- Board-level reporting: What executives really need
- Avoiding vanity metrics: Focusing on actionable signals
- KPI validation: Ensuring measurement accuracy
- Updating KPIs as business models evolve
- Creating a KPI playbook for your organization
Module 13: Real-World Project: Business Impact Report - Project overview: Build a revenue-linked business impact report
- Selecting a live business problem or past campaign
- Defining the decision you want to influence
- Data requirements gathering and gap analysis
- Segmenting the affected audience
- Running baseline and comparative reports
- Identifying anomalies and root causes
- Creating visualizations for executive consumption
- Calculating financial impact using conversion data
- Attribution modeling for full journey credit
- Drafting the narrative: Problem, analysis, solution
- Forecasting potential uplift from proposed actions
- Building an implementation roadmap
- Peer review checklist for quality assurance
- Final submission and certificate eligibility
Module 14: Certification and Career Advancement - Preparation for the final assessment
- Review of critical concepts and common pitfalls
- Practice exercises with detailed feedback
- Exam structure and format overview
- Time management during assessment
- Submitting your business impact report
- Evaluation criteria: Clarity, accuracy, business relevance
- Receiving your Certificate of Completion
- How to list the credential on LinkedIn and resumes
- Using the certification in salary negotiations
- Next steps: Adobe Certified Expert (ACE) exam prep
- Continuing education pathways
- Joining the global alumni network
- Access to exclusive job boards and mentorships
- Lifetime access to updates, community, and resources
- How to identify real vs. random fluctuations
- Statistical threshold settings for anomaly alerts
- Diagnostic workflows: The 5 Whys technique
- Using segment comparison to isolate issues
- Correlation vs. causation: Avoiding flawed conclusions
- Funnel diagnosis: Pinpointing exact drop-off stages
- User flow analysis: Detecting unexpected behavior
- Device-specific performance breakdowns
- Geography-based anomalies and market shifts
- Referrer and campaign-level outlier detection
- Performance impact scoring: Prioritizing investigation
- Building a root cause analysis template
- Documenting findings for audit and knowledge transfer
- Automating anomaly alerts for key KPIs
- Escalation protocols: When to loop in engineering or marketing
Module 10: Predictive Analytics and Forecasting - Basics of time series forecasting in Adobe Analytics
- Setting confidence intervals for projections
- Seasonal adjustment and trendline application
- Baseline vs. projected performance modeling
- Forecasting conversion rate and revenue trends
- Using predictive segments for proactive targeting
- Lifecycle stage predictions: Acquisition, retention, churn
- Identifying at-risk users before they disengage
- Machine learning readiness: Preparing data for AI models
- Exporting clean datasets for external modeling
- Scenario planning: Best case, worst case, likely case
- What-if analysis for marketing budget allocation
- Validating forecasts against actuals over time
- Communicating uncertainty without losing credibility
- Integrating with Adobe Sensei-powered features
Module 11: Integration with Adobe Experience Cloud - Connecting Adobe Analytics to Adobe Target
- Using analytics data to personalize A/B test audiences
- Reporting on test performance with statistical significance
- Integrating with Adobe Campaign for lifecycle messaging
- Activating segments for email and push campaigns
- Linking to Adobe Audience Manager for DMP functions
- Data sharing permissions across Experience Cloud apps
- Using Customer Journey Analytics for unified datasets
- Cross-channel attribution using unified profiles
- Real-time experience data: Streaming analytics to CDP
- Creating journey-level insights from siloed systems
- Governance and consent management across platforms
- API basics for data extraction and automation
- Exporting structured data for CRM integration
- Automating reports to Slack, Teams, or email
Module 12: KPI Strategy and Business Alignment - Defining leading vs. lagging indicators
- How to negotiate KPI ownership with stakeholders
- Creating KPIs that align with financial goals
- Customer-centric metrics: NPS, CSAT, retention, CLV
- Digital performance KPIs: Conversion, bounce, engagement
- Marketing efficiency metrics: CAC, ROAS, LTV:CAC
- Operational metrics: Page load, error rate, session duration
- Setting targets with historical benchmarks
- Dynamic baseline adjustment for evolving businesses
- KPI dashboards by department: Sales, Marketing, Product
- Board-level reporting: What executives really need
- Avoiding vanity metrics: Focusing on actionable signals
- KPI validation: Ensuring measurement accuracy
- Updating KPIs as business models evolve
- Creating a KPI playbook for your organization
Module 13: Real-World Project: Business Impact Report - Project overview: Build a revenue-linked business impact report
- Selecting a live business problem or past campaign
- Defining the decision you want to influence
- Data requirements gathering and gap analysis
- Segmenting the affected audience
- Running baseline and comparative reports
- Identifying anomalies and root causes
- Creating visualizations for executive consumption
- Calculating financial impact using conversion data
- Attribution modeling for full journey credit
- Drafting the narrative: Problem, analysis, solution
- Forecasting potential uplift from proposed actions
- Building an implementation roadmap
- Peer review checklist for quality assurance
- Final submission and certificate eligibility
Module 14: Certification and Career Advancement - Preparation for the final assessment
- Review of critical concepts and common pitfalls
- Practice exercises with detailed feedback
- Exam structure and format overview
- Time management during assessment
- Submitting your business impact report
- Evaluation criteria: Clarity, accuracy, business relevance
- Receiving your Certificate of Completion
- How to list the credential on LinkedIn and resumes
- Using the certification in salary negotiations
- Next steps: Adobe Certified Expert (ACE) exam prep
- Continuing education pathways
- Joining the global alumni network
- Access to exclusive job boards and mentorships
- Lifetime access to updates, community, and resources
- Connecting Adobe Analytics to Adobe Target
- Using analytics data to personalize A/B test audiences
- Reporting on test performance with statistical significance
- Integrating with Adobe Campaign for lifecycle messaging
- Activating segments for email and push campaigns
- Linking to Adobe Audience Manager for DMP functions
- Data sharing permissions across Experience Cloud apps
- Using Customer Journey Analytics for unified datasets
- Cross-channel attribution using unified profiles
- Real-time experience data: Streaming analytics to CDP
- Creating journey-level insights from siloed systems
- Governance and consent management across platforms
- API basics for data extraction and automation
- Exporting structured data for CRM integration
- Automating reports to Slack, Teams, or email
Module 12: KPI Strategy and Business Alignment - Defining leading vs. lagging indicators
- How to negotiate KPI ownership with stakeholders
- Creating KPIs that align with financial goals
- Customer-centric metrics: NPS, CSAT, retention, CLV
- Digital performance KPIs: Conversion, bounce, engagement
- Marketing efficiency metrics: CAC, ROAS, LTV:CAC
- Operational metrics: Page load, error rate, session duration
- Setting targets with historical benchmarks
- Dynamic baseline adjustment for evolving businesses
- KPI dashboards by department: Sales, Marketing, Product
- Board-level reporting: What executives really need
- Avoiding vanity metrics: Focusing on actionable signals
- KPI validation: Ensuring measurement accuracy
- Updating KPIs as business models evolve
- Creating a KPI playbook for your organization
Module 13: Real-World Project: Business Impact Report - Project overview: Build a revenue-linked business impact report
- Selecting a live business problem or past campaign
- Defining the decision you want to influence
- Data requirements gathering and gap analysis
- Segmenting the affected audience
- Running baseline and comparative reports
- Identifying anomalies and root causes
- Creating visualizations for executive consumption
- Calculating financial impact using conversion data
- Attribution modeling for full journey credit
- Drafting the narrative: Problem, analysis, solution
- Forecasting potential uplift from proposed actions
- Building an implementation roadmap
- Peer review checklist for quality assurance
- Final submission and certificate eligibility
Module 14: Certification and Career Advancement - Preparation for the final assessment
- Review of critical concepts and common pitfalls
- Practice exercises with detailed feedback
- Exam structure and format overview
- Time management during assessment
- Submitting your business impact report
- Evaluation criteria: Clarity, accuracy, business relevance
- Receiving your Certificate of Completion
- How to list the credential on LinkedIn and resumes
- Using the certification in salary negotiations
- Next steps: Adobe Certified Expert (ACE) exam prep
- Continuing education pathways
- Joining the global alumni network
- Access to exclusive job boards and mentorships
- Lifetime access to updates, community, and resources
- Project overview: Build a revenue-linked business impact report
- Selecting a live business problem or past campaign
- Defining the decision you want to influence
- Data requirements gathering and gap analysis
- Segmenting the affected audience
- Running baseline and comparative reports
- Identifying anomalies and root causes
- Creating visualizations for executive consumption
- Calculating financial impact using conversion data
- Attribution modeling for full journey credit
- Drafting the narrative: Problem, analysis, solution
- Forecasting potential uplift from proposed actions
- Building an implementation roadmap
- Peer review checklist for quality assurance
- Final submission and certificate eligibility