Mastering Adobe Analytics From Data to Decisions
You're not behind because you're not trying hard enough. You're behind because the tools keep changing, the data keeps growing, and the pressure to prove ROI is relentless. Every campaign, every budget request, every executive conversation rides on your ability to turn raw numbers into clear action. Suddenly you're expected to be fluent in attribution, segmentation, funnel analysis, and stakeholder storytelling - all while managing tracking tags, debugging implementations, and justifying your insights to leaders who demand certainty. Most training leaves you with theory. This doesn’t. Mastering Adobe Analytics From Data to Decisions is built for people who need to move fast, speak with authority, and own the room when it’s time to present insights. This is the course that helped Maria Chen, Digital Analytics Manager at a Fortune 500 retailer, transform a fragmented Adobe Analytics implementation into a board-ready dashboard suite that identified $2.3M in underperforming ad spend - and earned her a promotion in just 4 months. The bridge from data chaos to decision confidence isn’t built with more time. It’s built with the right framework, the right tools, and the right method. Here’s how this course is structured to help you get there.COURSE FORMAT & DELIVERY DETAILS Self-paced. On-demand. Always accessible. You enroll today and gain structured, immediate online access to the complete learning journey. No fixed start dates, no live sessions to schedule around, no time zone conflicts. You decide when and where you progress - whether that’s 20 minutes during lunch or deep work on the weekend. Designed for Real Professionals with Real Workloads
This is not a crash course or a surface-level overview. You can complete the full experience in approximately 25 to 30 hours, but the real value starts much sooner. Most learners implement their first high-impact report or fix a critical tracking gap within the first 72 hours of enrolment. - Lifetime access to all course content, including future updates at no additional cost
- Access from any device - desktop, tablet, or mobile - with seamless syncing across platforms
- 24/7 global availability, so your progress never waits on office hours or time zones
Expert Guidance Built In
You’re not learning in isolation. Extended instructor support ensures your toughest implementation questions are answered. Through curated guidance notes, contextual deep-dives, and real-world troubleshooting pathways, you receive the kind of insight usually reserved for enterprise consultants. Certificate of Completion Issued by The Art of Service
Upon finishing the course, you will earn a verifiable Certificate of Completion issued by The Art of Service - a globally recognised credential trusted by professionals in over 120 countries. This certification is widely respected for its rigor, precision, and practical alignment with enterprise analytics standards. No Risk. No Hidden Costs. No Compromises.
The pricing model is simple: one transparent cost, no recurring fees, no surprise upgrades. You pay once, own it forever. - We accept Visa, Mastercard, and PayPal - secure, straightforward, no friction
- You receive a confirmation email immediately after enrollment
- Your access credentials and course entry details are delivered separately once your learner profile is fully activated
Satisfied or refunded - 30-day guarantee. If this course doesn’t meet your expectations, or if you find it’s not delivering the clarity and control you need, simply request a full refund. No forms. No interviews. No guilt. Will This Work for Me?
Yes. Even if: - You’re switching from Google Analytics and feel overwhelmed by Adobe’s interface and terminology
- Your current implementation has inconsistent tracking and you don’t know where to start
- You’re confident in data retrieval but struggle to communicate insights to leadership
- You’re not a developer but need to understand how tags and variables impact your reports
This program works because it’s not theoretical. It’s built on repeatable workflows used by senior analysts at leading brands to clean data, defend insights, and influence decision-making. Real learners in real roles - like Jason Lee, Revenue Analyst at a SaaS scale-up - used this course to build a customer journey report that reduced churn attribution ambiguity by 68%, leading to a cross-functional mandate and a 22% salary increase. With structured learning, proven methodologies, and zero reliance on fluff, you’re not betting on inspiration. You’re investing in execution.
Module 1: Foundations of Digital Analytics Strategy - Defining the business problem behind every analytics initiative
- Aligning KPIs to revenue, retention, and growth objectives
- Differentiating strategic metrics from vanity metrics
- Mapping stakeholder needs to reporting requirements
- Understanding the lifecycle of data in enterprise analytics
- Key differences between Adobe Analytics and other platforms
- How Adobe Analytics supports multi-channel attribution
- Core architecture: reports, dimensions, metrics, and processing rules
- Navigating the Adobe Experience Cloud interface confidently
- Setting up role-based access and workspace permissions
Module 2: Data Collection Architecture and Implementation - How data flows from user interaction to reportable insight
- Understanding the role of tags, SDKs, and beacons
- Implementing Adobe AppMeasurement scripts correctly
- Choosing between client-side and server-side data collection
- Configuring tracking for web, mobile, and voice interfaces
- Setting up eVars, props, and events with intent
- Best practices for context data and custom parameters
- Using processing rules to transform raw data efficiently
- Mapping data layers to analytics variables
- Troubleshooting missing or duplicated hits
Module 3: Adobe Analytics Interface Mastery - Deep dive into Report Builder and Analysis Workspace
- Customising dashboards for executive and operational use
- Using segments to isolate high-value user behaviour
- Creating reusable components and project templates
- Configuring metric and dimension call exclusivity
- Mastering drag-and-drop analysis workflows
- Using the Assistant Panel for faster insight discovery
- Setting up scheduled reports and email distribution
- Managing sharing permissions and collaboration settings
- Using bookmarks and project versioning effectively
Module 4: Segmentation and Audience Targeting - Building dynamic segments based on behavioural triggers
- Differentiating between visit, visitor, and hit-level segmentation
- Using inclusion and exclusion rules with precision
- Creating segments from custom events and calculated metrics
- Validating segment accuracy with sample data sets
- Applying segments across multiple reports simultaneously
- Using segments in audience activation for Adobe Experience Platform
- Saving and sharing segment definitions securely
- Automating segment refreshes based on business rules
- Using segments to debug tracking inconsistencies
Module 5: Report Building and Custom Visualisation - Designing reports that tell a story, not just show data
- Selecting the right visualisation type for each insight
- Combining tables, line charts, and heatmaps effectively
- Using calculated metrics to derive new business KPIs
- Formatting data for clarity: precision, rounding, labels
- Adding annotations to explain performance shifts
- Using trend lines and confidence intervals
- Creating waterfall reports for conversion breakdowns
- Building before-and-after reports for campaign analysis
- Customising colour schemes for brand alignment
Module 6: Conversion and Pathing Analysis - Configuring conversion variables (eVars) with persistence
- Setting expiration models: visit, trip, specific time, or none
- Analysing conversion paths using Flow reports
- Measuring touchpoint influence with Multi-Touch Attribution
- Comparing last-touch vs. linear vs. time-decay models
- Building path-to-conversion funnels with drop-off markers
- Identifying unexpected exit points and friction zones
- Using Fallout reports to visualise funnel erosion
- Calculating assisted vs. last-click conversions
- Using attribution in stakeholder presentations
Module 7: Mobile App and Cross-Device Analytics - Implementing Adobe SDKs for iOS and Android
- Tracking app launches, screen views, and user sessions
- Measuring in-app purchases and subscription events
- Setting up push notification tracking
- Understanding device graphs and identity resolution
- Analysing user journeys across web and mobile
- Using unified profile views in Customer Journey Analytics
- Debugging mobile tracking with loggers and inspectors
- Configuring application crash and error reporting
- Measuring offline and background session behaviour
Module 8: Advanced Analysis Workspace Techniques - Using the Freeform Table for exploratory analysis
- Applying breakdowns to segment-level data
- Creating custom calculated columns
- Using data labels and dual axes for clarity
- Applying attribution models directly in visualisations
- Using the Segment Comparison panel effectively
- Building cohort-based retention curves
- Creating forecast models using trend lines
- Using anomalies detection to surface insight
- Building reusable project templates for teams
Module 9: Data Governance and Compliance - Understanding GDPR, CCPA, and global privacy regulations
- Configuring opt-in and opt-out tracking flows
- Implementing consent management platforms (CMPs)
- Using data deletion and data retention policies
- Classifying data elements by sensitivity level
- Setting up audit trails for compliance reporting
- Managing data permissions across teams
- Using anonymisation and pseudonymisation features
- Documenting data lineage and ownership
- Preparing for internal and external audits
Module 10: Troubleshooting and Quality Assurance - Validating tracking implementation with browser tools
- Using Adobe Debugger and Network Monitor
- Interpreting HTTP request headers and payload data
- Identifying missing variables and duplicated calls
- Testing tracking across browsers, devices, and OS versions
- Debugging custom JavaScript and event listeners
- Using test cases and QA checklists
- Validating eVar and prop persistence logic
- Monitoring data accuracy over time
- Creating automated validation workflows
Module 11: Key Performance Indicators and Business Reporting - Defining KPIs for acquisition, engagement, and monetisation
- Building dashboards for marketing, product, and leadership
- Using scorecards to track goal achievement
- Setting up benchmarking and target indicators
- Creating custom business calendars for analysis
- Measuring seasonality and year-over-year trends
- Using variance analysis to detect underperformance
- Reporting on customer lifetime value (CLV)
- Analysing cost per acquisition (CPA) effectiveness
- Integrating financial data with digital performance
Module 12: Integrating Adobe Analytics with Marketing Tools - Connecting Adobe Analytics to Adobe Target
- Using analytics data to power personalisation experiences
- Linking conversion data to Adobe Campaign
- Using Analytics as a data source for A/B tests
- Synchronising audiences with Adobe Real-Time CDP
- Exporting data to Power BI and Tableau
- Using Adobe Analytics API for custom integrations
- Automating data exports with FTP and SFTP
- Integrating with CRM systems like Salesforce
- Building closed-loop feedback for paid media platforms
Module 13: Customer Journey and Behavioural Analytics - Mapping full customer journeys across touchpoints
- Analysing micro-conversions and engagement signals
- Using time-to-event analysis for conversion pacing
- Measuring feature adoption in digital products
- Building customer satisfaction indicators
- Analysing content consumption patterns
- Tracking cross-channel engagement intensity
- Using engagement time as a health metric
- Identifying power users and at-risk segments
- Building behaviour-based retention models
Module 14: Retention, Churn, and Loyalty Analytics - Defining active users and engagement thresholds
- Building retention cohorts by acquisition source
- Measuring churn rate and predicting churn risk
- Analysing the impact of onboarding flows
- Using login frequency and session depth as signals
- Creating retention dashboards for leadership
- Identifying recovery pathways for churned users
- Measuring loyalty program effectiveness
- Analysing subscription renewal patterns
- Using retention data in forecasting models
Module 15: Predictive Analytics and Insight Generation - Using Anomaly Detection to find unexpected trends
- Interpreting machine learning-driven insights
- Validating predictive model outputs with historical data
- Using predictive segments in targeting campaigns
- Setting up automated alerting for performance shifts
- Building forecast models for revenue and traffic
- Applying clustering techniques to user behaviour
- Estimating conversion probability
- Integrating predictions into stakeholder reports
- Communicating uncertainty and confidence levels
Module 16: Executive Communication and Storytelling - Translating technical data into business impact
- Structuring narratives around opportunity and risk
- Using the Pyramid Principle for clarity
- Designing board-ready presentations
- Selecting the right KPIs for each audience
- Using headlines to state conclusions first
- Creating one-page executive summaries
- Anticipating and answering executive questions
- Building confidence in data credibility
- Leveraging visual design principles for emphasis
Module 17: E-commerce and Monetisation Tracking - Implementing Product and Purchase event tracking
- Configuring currency and revenue variables correctly
- Tracking cart additions, removals, and checkouts
- Measuring average order value (AOV) and product affinity
- Analysing checkout funnel abandonment
- Using merchandising eVars for product reporting
- Tracking promo code usage and discount impact
- Measuring cross-sell and upsell effectiveness
- Analysing customer acquisition cost (CAC) vs. LTV
- Building profitability dashboards by product line
Module 18: Campaign and Channel Performance Analysis - Using tracking codes and campaign variables (s.campaign)
- Validating UTM parameter mapping
- Measuring ROI by channel: paid, organic, social, email
- Analysing assisted vs. last-touch performance
- Identifying inefficient spend using attribution
- Using cost data integration for true ROI calculation
- Comparing channels by conversion rate and volume
- Building campaign performance dashboards
- Analysing creative effectiveness within campaigns
- Using cohort analysis to measure long-term channel value
Module 19: A/B Testing and Optimisation Analytics - Setting up goals and success metrics for experiments
- Integrating Adobe Analytics with testing tools
- Measuring lift, statistical significance, and confidence
- Analysing behavioural differences between variants
- Tracking secondary metrics to avoid negative impact
- Using segmentation to analyse winner performance
- Reporting on experiment success to stakeholders
- Archiving and reusing test learnings
- Building a culture of data-driven experimentation
- Using past test data to inform future hypotheses
Module 20: Certification and Career Advancement - Preparing for the Adobe Certified Expert (ACE) exam
- Reviewing core concepts and exam domains
- Practicing with real-world scenarios and case studies
- Building a portfolio of dashboards and reports
- Crafting your analytics professional narrative
- Leveraging your Certification of Completion from The Art of Service
- Using certification to negotiate promotions or raises
- Connecting with enterprise analytics communities
- Accessing exclusive job boards and networking channels
- Establishing yourself as the go-to analytics authority
- Defining the business problem behind every analytics initiative
- Aligning KPIs to revenue, retention, and growth objectives
- Differentiating strategic metrics from vanity metrics
- Mapping stakeholder needs to reporting requirements
- Understanding the lifecycle of data in enterprise analytics
- Key differences between Adobe Analytics and other platforms
- How Adobe Analytics supports multi-channel attribution
- Core architecture: reports, dimensions, metrics, and processing rules
- Navigating the Adobe Experience Cloud interface confidently
- Setting up role-based access and workspace permissions
Module 2: Data Collection Architecture and Implementation - How data flows from user interaction to reportable insight
- Understanding the role of tags, SDKs, and beacons
- Implementing Adobe AppMeasurement scripts correctly
- Choosing between client-side and server-side data collection
- Configuring tracking for web, mobile, and voice interfaces
- Setting up eVars, props, and events with intent
- Best practices for context data and custom parameters
- Using processing rules to transform raw data efficiently
- Mapping data layers to analytics variables
- Troubleshooting missing or duplicated hits
Module 3: Adobe Analytics Interface Mastery - Deep dive into Report Builder and Analysis Workspace
- Customising dashboards for executive and operational use
- Using segments to isolate high-value user behaviour
- Creating reusable components and project templates
- Configuring metric and dimension call exclusivity
- Mastering drag-and-drop analysis workflows
- Using the Assistant Panel for faster insight discovery
- Setting up scheduled reports and email distribution
- Managing sharing permissions and collaboration settings
- Using bookmarks and project versioning effectively
Module 4: Segmentation and Audience Targeting - Building dynamic segments based on behavioural triggers
- Differentiating between visit, visitor, and hit-level segmentation
- Using inclusion and exclusion rules with precision
- Creating segments from custom events and calculated metrics
- Validating segment accuracy with sample data sets
- Applying segments across multiple reports simultaneously
- Using segments in audience activation for Adobe Experience Platform
- Saving and sharing segment definitions securely
- Automating segment refreshes based on business rules
- Using segments to debug tracking inconsistencies
Module 5: Report Building and Custom Visualisation - Designing reports that tell a story, not just show data
- Selecting the right visualisation type for each insight
- Combining tables, line charts, and heatmaps effectively
- Using calculated metrics to derive new business KPIs
- Formatting data for clarity: precision, rounding, labels
- Adding annotations to explain performance shifts
- Using trend lines and confidence intervals
- Creating waterfall reports for conversion breakdowns
- Building before-and-after reports for campaign analysis
- Customising colour schemes for brand alignment
Module 6: Conversion and Pathing Analysis - Configuring conversion variables (eVars) with persistence
- Setting expiration models: visit, trip, specific time, or none
- Analysing conversion paths using Flow reports
- Measuring touchpoint influence with Multi-Touch Attribution
- Comparing last-touch vs. linear vs. time-decay models
- Building path-to-conversion funnels with drop-off markers
- Identifying unexpected exit points and friction zones
- Using Fallout reports to visualise funnel erosion
- Calculating assisted vs. last-click conversions
- Using attribution in stakeholder presentations
Module 7: Mobile App and Cross-Device Analytics - Implementing Adobe SDKs for iOS and Android
- Tracking app launches, screen views, and user sessions
- Measuring in-app purchases and subscription events
- Setting up push notification tracking
- Understanding device graphs and identity resolution
- Analysing user journeys across web and mobile
- Using unified profile views in Customer Journey Analytics
- Debugging mobile tracking with loggers and inspectors
- Configuring application crash and error reporting
- Measuring offline and background session behaviour
Module 8: Advanced Analysis Workspace Techniques - Using the Freeform Table for exploratory analysis
- Applying breakdowns to segment-level data
- Creating custom calculated columns
- Using data labels and dual axes for clarity
- Applying attribution models directly in visualisations
- Using the Segment Comparison panel effectively
- Building cohort-based retention curves
- Creating forecast models using trend lines
- Using anomalies detection to surface insight
- Building reusable project templates for teams
Module 9: Data Governance and Compliance - Understanding GDPR, CCPA, and global privacy regulations
- Configuring opt-in and opt-out tracking flows
- Implementing consent management platforms (CMPs)
- Using data deletion and data retention policies
- Classifying data elements by sensitivity level
- Setting up audit trails for compliance reporting
- Managing data permissions across teams
- Using anonymisation and pseudonymisation features
- Documenting data lineage and ownership
- Preparing for internal and external audits
Module 10: Troubleshooting and Quality Assurance - Validating tracking implementation with browser tools
- Using Adobe Debugger and Network Monitor
- Interpreting HTTP request headers and payload data
- Identifying missing variables and duplicated calls
- Testing tracking across browsers, devices, and OS versions
- Debugging custom JavaScript and event listeners
- Using test cases and QA checklists
- Validating eVar and prop persistence logic
- Monitoring data accuracy over time
- Creating automated validation workflows
Module 11: Key Performance Indicators and Business Reporting - Defining KPIs for acquisition, engagement, and monetisation
- Building dashboards for marketing, product, and leadership
- Using scorecards to track goal achievement
- Setting up benchmarking and target indicators
- Creating custom business calendars for analysis
- Measuring seasonality and year-over-year trends
- Using variance analysis to detect underperformance
- Reporting on customer lifetime value (CLV)
- Analysing cost per acquisition (CPA) effectiveness
- Integrating financial data with digital performance
Module 12: Integrating Adobe Analytics with Marketing Tools - Connecting Adobe Analytics to Adobe Target
- Using analytics data to power personalisation experiences
- Linking conversion data to Adobe Campaign
- Using Analytics as a data source for A/B tests
- Synchronising audiences with Adobe Real-Time CDP
- Exporting data to Power BI and Tableau
- Using Adobe Analytics API for custom integrations
- Automating data exports with FTP and SFTP
- Integrating with CRM systems like Salesforce
- Building closed-loop feedback for paid media platforms
Module 13: Customer Journey and Behavioural Analytics - Mapping full customer journeys across touchpoints
- Analysing micro-conversions and engagement signals
- Using time-to-event analysis for conversion pacing
- Measuring feature adoption in digital products
- Building customer satisfaction indicators
- Analysing content consumption patterns
- Tracking cross-channel engagement intensity
- Using engagement time as a health metric
- Identifying power users and at-risk segments
- Building behaviour-based retention models
Module 14: Retention, Churn, and Loyalty Analytics - Defining active users and engagement thresholds
- Building retention cohorts by acquisition source
- Measuring churn rate and predicting churn risk
- Analysing the impact of onboarding flows
- Using login frequency and session depth as signals
- Creating retention dashboards for leadership
- Identifying recovery pathways for churned users
- Measuring loyalty program effectiveness
- Analysing subscription renewal patterns
- Using retention data in forecasting models
Module 15: Predictive Analytics and Insight Generation - Using Anomaly Detection to find unexpected trends
- Interpreting machine learning-driven insights
- Validating predictive model outputs with historical data
- Using predictive segments in targeting campaigns
- Setting up automated alerting for performance shifts
- Building forecast models for revenue and traffic
- Applying clustering techniques to user behaviour
- Estimating conversion probability
- Integrating predictions into stakeholder reports
- Communicating uncertainty and confidence levels
Module 16: Executive Communication and Storytelling - Translating technical data into business impact
- Structuring narratives around opportunity and risk
- Using the Pyramid Principle for clarity
- Designing board-ready presentations
- Selecting the right KPIs for each audience
- Using headlines to state conclusions first
- Creating one-page executive summaries
- Anticipating and answering executive questions
- Building confidence in data credibility
- Leveraging visual design principles for emphasis
Module 17: E-commerce and Monetisation Tracking - Implementing Product and Purchase event tracking
- Configuring currency and revenue variables correctly
- Tracking cart additions, removals, and checkouts
- Measuring average order value (AOV) and product affinity
- Analysing checkout funnel abandonment
- Using merchandising eVars for product reporting
- Tracking promo code usage and discount impact
- Measuring cross-sell and upsell effectiveness
- Analysing customer acquisition cost (CAC) vs. LTV
- Building profitability dashboards by product line
Module 18: Campaign and Channel Performance Analysis - Using tracking codes and campaign variables (s.campaign)
- Validating UTM parameter mapping
- Measuring ROI by channel: paid, organic, social, email
- Analysing assisted vs. last-touch performance
- Identifying inefficient spend using attribution
- Using cost data integration for true ROI calculation
- Comparing channels by conversion rate and volume
- Building campaign performance dashboards
- Analysing creative effectiveness within campaigns
- Using cohort analysis to measure long-term channel value
Module 19: A/B Testing and Optimisation Analytics - Setting up goals and success metrics for experiments
- Integrating Adobe Analytics with testing tools
- Measuring lift, statistical significance, and confidence
- Analysing behavioural differences between variants
- Tracking secondary metrics to avoid negative impact
- Using segmentation to analyse winner performance
- Reporting on experiment success to stakeholders
- Archiving and reusing test learnings
- Building a culture of data-driven experimentation
- Using past test data to inform future hypotheses
Module 20: Certification and Career Advancement - Preparing for the Adobe Certified Expert (ACE) exam
- Reviewing core concepts and exam domains
- Practicing with real-world scenarios and case studies
- Building a portfolio of dashboards and reports
- Crafting your analytics professional narrative
- Leveraging your Certification of Completion from The Art of Service
- Using certification to negotiate promotions or raises
- Connecting with enterprise analytics communities
- Accessing exclusive job boards and networking channels
- Establishing yourself as the go-to analytics authority
- Deep dive into Report Builder and Analysis Workspace
- Customising dashboards for executive and operational use
- Using segments to isolate high-value user behaviour
- Creating reusable components and project templates
- Configuring metric and dimension call exclusivity
- Mastering drag-and-drop analysis workflows
- Using the Assistant Panel for faster insight discovery
- Setting up scheduled reports and email distribution
- Managing sharing permissions and collaboration settings
- Using bookmarks and project versioning effectively
Module 4: Segmentation and Audience Targeting - Building dynamic segments based on behavioural triggers
- Differentiating between visit, visitor, and hit-level segmentation
- Using inclusion and exclusion rules with precision
- Creating segments from custom events and calculated metrics
- Validating segment accuracy with sample data sets
- Applying segments across multiple reports simultaneously
- Using segments in audience activation for Adobe Experience Platform
- Saving and sharing segment definitions securely
- Automating segment refreshes based on business rules
- Using segments to debug tracking inconsistencies
Module 5: Report Building and Custom Visualisation - Designing reports that tell a story, not just show data
- Selecting the right visualisation type for each insight
- Combining tables, line charts, and heatmaps effectively
- Using calculated metrics to derive new business KPIs
- Formatting data for clarity: precision, rounding, labels
- Adding annotations to explain performance shifts
- Using trend lines and confidence intervals
- Creating waterfall reports for conversion breakdowns
- Building before-and-after reports for campaign analysis
- Customising colour schemes for brand alignment
Module 6: Conversion and Pathing Analysis - Configuring conversion variables (eVars) with persistence
- Setting expiration models: visit, trip, specific time, or none
- Analysing conversion paths using Flow reports
- Measuring touchpoint influence with Multi-Touch Attribution
- Comparing last-touch vs. linear vs. time-decay models
- Building path-to-conversion funnels with drop-off markers
- Identifying unexpected exit points and friction zones
- Using Fallout reports to visualise funnel erosion
- Calculating assisted vs. last-click conversions
- Using attribution in stakeholder presentations
Module 7: Mobile App and Cross-Device Analytics - Implementing Adobe SDKs for iOS and Android
- Tracking app launches, screen views, and user sessions
- Measuring in-app purchases and subscription events
- Setting up push notification tracking
- Understanding device graphs and identity resolution
- Analysing user journeys across web and mobile
- Using unified profile views in Customer Journey Analytics
- Debugging mobile tracking with loggers and inspectors
- Configuring application crash and error reporting
- Measuring offline and background session behaviour
Module 8: Advanced Analysis Workspace Techniques - Using the Freeform Table for exploratory analysis
- Applying breakdowns to segment-level data
- Creating custom calculated columns
- Using data labels and dual axes for clarity
- Applying attribution models directly in visualisations
- Using the Segment Comparison panel effectively
- Building cohort-based retention curves
- Creating forecast models using trend lines
- Using anomalies detection to surface insight
- Building reusable project templates for teams
Module 9: Data Governance and Compliance - Understanding GDPR, CCPA, and global privacy regulations
- Configuring opt-in and opt-out tracking flows
- Implementing consent management platforms (CMPs)
- Using data deletion and data retention policies
- Classifying data elements by sensitivity level
- Setting up audit trails for compliance reporting
- Managing data permissions across teams
- Using anonymisation and pseudonymisation features
- Documenting data lineage and ownership
- Preparing for internal and external audits
Module 10: Troubleshooting and Quality Assurance - Validating tracking implementation with browser tools
- Using Adobe Debugger and Network Monitor
- Interpreting HTTP request headers and payload data
- Identifying missing variables and duplicated calls
- Testing tracking across browsers, devices, and OS versions
- Debugging custom JavaScript and event listeners
- Using test cases and QA checklists
- Validating eVar and prop persistence logic
- Monitoring data accuracy over time
- Creating automated validation workflows
Module 11: Key Performance Indicators and Business Reporting - Defining KPIs for acquisition, engagement, and monetisation
- Building dashboards for marketing, product, and leadership
- Using scorecards to track goal achievement
- Setting up benchmarking and target indicators
- Creating custom business calendars for analysis
- Measuring seasonality and year-over-year trends
- Using variance analysis to detect underperformance
- Reporting on customer lifetime value (CLV)
- Analysing cost per acquisition (CPA) effectiveness
- Integrating financial data with digital performance
Module 12: Integrating Adobe Analytics with Marketing Tools - Connecting Adobe Analytics to Adobe Target
- Using analytics data to power personalisation experiences
- Linking conversion data to Adobe Campaign
- Using Analytics as a data source for A/B tests
- Synchronising audiences with Adobe Real-Time CDP
- Exporting data to Power BI and Tableau
- Using Adobe Analytics API for custom integrations
- Automating data exports with FTP and SFTP
- Integrating with CRM systems like Salesforce
- Building closed-loop feedback for paid media platforms
Module 13: Customer Journey and Behavioural Analytics - Mapping full customer journeys across touchpoints
- Analysing micro-conversions and engagement signals
- Using time-to-event analysis for conversion pacing
- Measuring feature adoption in digital products
- Building customer satisfaction indicators
- Analysing content consumption patterns
- Tracking cross-channel engagement intensity
- Using engagement time as a health metric
- Identifying power users and at-risk segments
- Building behaviour-based retention models
Module 14: Retention, Churn, and Loyalty Analytics - Defining active users and engagement thresholds
- Building retention cohorts by acquisition source
- Measuring churn rate and predicting churn risk
- Analysing the impact of onboarding flows
- Using login frequency and session depth as signals
- Creating retention dashboards for leadership
- Identifying recovery pathways for churned users
- Measuring loyalty program effectiveness
- Analysing subscription renewal patterns
- Using retention data in forecasting models
Module 15: Predictive Analytics and Insight Generation - Using Anomaly Detection to find unexpected trends
- Interpreting machine learning-driven insights
- Validating predictive model outputs with historical data
- Using predictive segments in targeting campaigns
- Setting up automated alerting for performance shifts
- Building forecast models for revenue and traffic
- Applying clustering techniques to user behaviour
- Estimating conversion probability
- Integrating predictions into stakeholder reports
- Communicating uncertainty and confidence levels
Module 16: Executive Communication and Storytelling - Translating technical data into business impact
- Structuring narratives around opportunity and risk
- Using the Pyramid Principle for clarity
- Designing board-ready presentations
- Selecting the right KPIs for each audience
- Using headlines to state conclusions first
- Creating one-page executive summaries
- Anticipating and answering executive questions
- Building confidence in data credibility
- Leveraging visual design principles for emphasis
Module 17: E-commerce and Monetisation Tracking - Implementing Product and Purchase event tracking
- Configuring currency and revenue variables correctly
- Tracking cart additions, removals, and checkouts
- Measuring average order value (AOV) and product affinity
- Analysing checkout funnel abandonment
- Using merchandising eVars for product reporting
- Tracking promo code usage and discount impact
- Measuring cross-sell and upsell effectiveness
- Analysing customer acquisition cost (CAC) vs. LTV
- Building profitability dashboards by product line
Module 18: Campaign and Channel Performance Analysis - Using tracking codes and campaign variables (s.campaign)
- Validating UTM parameter mapping
- Measuring ROI by channel: paid, organic, social, email
- Analysing assisted vs. last-touch performance
- Identifying inefficient spend using attribution
- Using cost data integration for true ROI calculation
- Comparing channels by conversion rate and volume
- Building campaign performance dashboards
- Analysing creative effectiveness within campaigns
- Using cohort analysis to measure long-term channel value
Module 19: A/B Testing and Optimisation Analytics - Setting up goals and success metrics for experiments
- Integrating Adobe Analytics with testing tools
- Measuring lift, statistical significance, and confidence
- Analysing behavioural differences between variants
- Tracking secondary metrics to avoid negative impact
- Using segmentation to analyse winner performance
- Reporting on experiment success to stakeholders
- Archiving and reusing test learnings
- Building a culture of data-driven experimentation
- Using past test data to inform future hypotheses
Module 20: Certification and Career Advancement - Preparing for the Adobe Certified Expert (ACE) exam
- Reviewing core concepts and exam domains
- Practicing with real-world scenarios and case studies
- Building a portfolio of dashboards and reports
- Crafting your analytics professional narrative
- Leveraging your Certification of Completion from The Art of Service
- Using certification to negotiate promotions or raises
- Connecting with enterprise analytics communities
- Accessing exclusive job boards and networking channels
- Establishing yourself as the go-to analytics authority
- Designing reports that tell a story, not just show data
- Selecting the right visualisation type for each insight
- Combining tables, line charts, and heatmaps effectively
- Using calculated metrics to derive new business KPIs
- Formatting data for clarity: precision, rounding, labels
- Adding annotations to explain performance shifts
- Using trend lines and confidence intervals
- Creating waterfall reports for conversion breakdowns
- Building before-and-after reports for campaign analysis
- Customising colour schemes for brand alignment
Module 6: Conversion and Pathing Analysis - Configuring conversion variables (eVars) with persistence
- Setting expiration models: visit, trip, specific time, or none
- Analysing conversion paths using Flow reports
- Measuring touchpoint influence with Multi-Touch Attribution
- Comparing last-touch vs. linear vs. time-decay models
- Building path-to-conversion funnels with drop-off markers
- Identifying unexpected exit points and friction zones
- Using Fallout reports to visualise funnel erosion
- Calculating assisted vs. last-click conversions
- Using attribution in stakeholder presentations
Module 7: Mobile App and Cross-Device Analytics - Implementing Adobe SDKs for iOS and Android
- Tracking app launches, screen views, and user sessions
- Measuring in-app purchases and subscription events
- Setting up push notification tracking
- Understanding device graphs and identity resolution
- Analysing user journeys across web and mobile
- Using unified profile views in Customer Journey Analytics
- Debugging mobile tracking with loggers and inspectors
- Configuring application crash and error reporting
- Measuring offline and background session behaviour
Module 8: Advanced Analysis Workspace Techniques - Using the Freeform Table for exploratory analysis
- Applying breakdowns to segment-level data
- Creating custom calculated columns
- Using data labels and dual axes for clarity
- Applying attribution models directly in visualisations
- Using the Segment Comparison panel effectively
- Building cohort-based retention curves
- Creating forecast models using trend lines
- Using anomalies detection to surface insight
- Building reusable project templates for teams
Module 9: Data Governance and Compliance - Understanding GDPR, CCPA, and global privacy regulations
- Configuring opt-in and opt-out tracking flows
- Implementing consent management platforms (CMPs)
- Using data deletion and data retention policies
- Classifying data elements by sensitivity level
- Setting up audit trails for compliance reporting
- Managing data permissions across teams
- Using anonymisation and pseudonymisation features
- Documenting data lineage and ownership
- Preparing for internal and external audits
Module 10: Troubleshooting and Quality Assurance - Validating tracking implementation with browser tools
- Using Adobe Debugger and Network Monitor
- Interpreting HTTP request headers and payload data
- Identifying missing variables and duplicated calls
- Testing tracking across browsers, devices, and OS versions
- Debugging custom JavaScript and event listeners
- Using test cases and QA checklists
- Validating eVar and prop persistence logic
- Monitoring data accuracy over time
- Creating automated validation workflows
Module 11: Key Performance Indicators and Business Reporting - Defining KPIs for acquisition, engagement, and monetisation
- Building dashboards for marketing, product, and leadership
- Using scorecards to track goal achievement
- Setting up benchmarking and target indicators
- Creating custom business calendars for analysis
- Measuring seasonality and year-over-year trends
- Using variance analysis to detect underperformance
- Reporting on customer lifetime value (CLV)
- Analysing cost per acquisition (CPA) effectiveness
- Integrating financial data with digital performance
Module 12: Integrating Adobe Analytics with Marketing Tools - Connecting Adobe Analytics to Adobe Target
- Using analytics data to power personalisation experiences
- Linking conversion data to Adobe Campaign
- Using Analytics as a data source for A/B tests
- Synchronising audiences with Adobe Real-Time CDP
- Exporting data to Power BI and Tableau
- Using Adobe Analytics API for custom integrations
- Automating data exports with FTP and SFTP
- Integrating with CRM systems like Salesforce
- Building closed-loop feedback for paid media platforms
Module 13: Customer Journey and Behavioural Analytics - Mapping full customer journeys across touchpoints
- Analysing micro-conversions and engagement signals
- Using time-to-event analysis for conversion pacing
- Measuring feature adoption in digital products
- Building customer satisfaction indicators
- Analysing content consumption patterns
- Tracking cross-channel engagement intensity
- Using engagement time as a health metric
- Identifying power users and at-risk segments
- Building behaviour-based retention models
Module 14: Retention, Churn, and Loyalty Analytics - Defining active users and engagement thresholds
- Building retention cohorts by acquisition source
- Measuring churn rate and predicting churn risk
- Analysing the impact of onboarding flows
- Using login frequency and session depth as signals
- Creating retention dashboards for leadership
- Identifying recovery pathways for churned users
- Measuring loyalty program effectiveness
- Analysing subscription renewal patterns
- Using retention data in forecasting models
Module 15: Predictive Analytics and Insight Generation - Using Anomaly Detection to find unexpected trends
- Interpreting machine learning-driven insights
- Validating predictive model outputs with historical data
- Using predictive segments in targeting campaigns
- Setting up automated alerting for performance shifts
- Building forecast models for revenue and traffic
- Applying clustering techniques to user behaviour
- Estimating conversion probability
- Integrating predictions into stakeholder reports
- Communicating uncertainty and confidence levels
Module 16: Executive Communication and Storytelling - Translating technical data into business impact
- Structuring narratives around opportunity and risk
- Using the Pyramid Principle for clarity
- Designing board-ready presentations
- Selecting the right KPIs for each audience
- Using headlines to state conclusions first
- Creating one-page executive summaries
- Anticipating and answering executive questions
- Building confidence in data credibility
- Leveraging visual design principles for emphasis
Module 17: E-commerce and Monetisation Tracking - Implementing Product and Purchase event tracking
- Configuring currency and revenue variables correctly
- Tracking cart additions, removals, and checkouts
- Measuring average order value (AOV) and product affinity
- Analysing checkout funnel abandonment
- Using merchandising eVars for product reporting
- Tracking promo code usage and discount impact
- Measuring cross-sell and upsell effectiveness
- Analysing customer acquisition cost (CAC) vs. LTV
- Building profitability dashboards by product line
Module 18: Campaign and Channel Performance Analysis - Using tracking codes and campaign variables (s.campaign)
- Validating UTM parameter mapping
- Measuring ROI by channel: paid, organic, social, email
- Analysing assisted vs. last-touch performance
- Identifying inefficient spend using attribution
- Using cost data integration for true ROI calculation
- Comparing channels by conversion rate and volume
- Building campaign performance dashboards
- Analysing creative effectiveness within campaigns
- Using cohort analysis to measure long-term channel value
Module 19: A/B Testing and Optimisation Analytics - Setting up goals and success metrics for experiments
- Integrating Adobe Analytics with testing tools
- Measuring lift, statistical significance, and confidence
- Analysing behavioural differences between variants
- Tracking secondary metrics to avoid negative impact
- Using segmentation to analyse winner performance
- Reporting on experiment success to stakeholders
- Archiving and reusing test learnings
- Building a culture of data-driven experimentation
- Using past test data to inform future hypotheses
Module 20: Certification and Career Advancement - Preparing for the Adobe Certified Expert (ACE) exam
- Reviewing core concepts and exam domains
- Practicing with real-world scenarios and case studies
- Building a portfolio of dashboards and reports
- Crafting your analytics professional narrative
- Leveraging your Certification of Completion from The Art of Service
- Using certification to negotiate promotions or raises
- Connecting with enterprise analytics communities
- Accessing exclusive job boards and networking channels
- Establishing yourself as the go-to analytics authority
- Implementing Adobe SDKs for iOS and Android
- Tracking app launches, screen views, and user sessions
- Measuring in-app purchases and subscription events
- Setting up push notification tracking
- Understanding device graphs and identity resolution
- Analysing user journeys across web and mobile
- Using unified profile views in Customer Journey Analytics
- Debugging mobile tracking with loggers and inspectors
- Configuring application crash and error reporting
- Measuring offline and background session behaviour
Module 8: Advanced Analysis Workspace Techniques - Using the Freeform Table for exploratory analysis
- Applying breakdowns to segment-level data
- Creating custom calculated columns
- Using data labels and dual axes for clarity
- Applying attribution models directly in visualisations
- Using the Segment Comparison panel effectively
- Building cohort-based retention curves
- Creating forecast models using trend lines
- Using anomalies detection to surface insight
- Building reusable project templates for teams
Module 9: Data Governance and Compliance - Understanding GDPR, CCPA, and global privacy regulations
- Configuring opt-in and opt-out tracking flows
- Implementing consent management platforms (CMPs)
- Using data deletion and data retention policies
- Classifying data elements by sensitivity level
- Setting up audit trails for compliance reporting
- Managing data permissions across teams
- Using anonymisation and pseudonymisation features
- Documenting data lineage and ownership
- Preparing for internal and external audits
Module 10: Troubleshooting and Quality Assurance - Validating tracking implementation with browser tools
- Using Adobe Debugger and Network Monitor
- Interpreting HTTP request headers and payload data
- Identifying missing variables and duplicated calls
- Testing tracking across browsers, devices, and OS versions
- Debugging custom JavaScript and event listeners
- Using test cases and QA checklists
- Validating eVar and prop persistence logic
- Monitoring data accuracy over time
- Creating automated validation workflows
Module 11: Key Performance Indicators and Business Reporting - Defining KPIs for acquisition, engagement, and monetisation
- Building dashboards for marketing, product, and leadership
- Using scorecards to track goal achievement
- Setting up benchmarking and target indicators
- Creating custom business calendars for analysis
- Measuring seasonality and year-over-year trends
- Using variance analysis to detect underperformance
- Reporting on customer lifetime value (CLV)
- Analysing cost per acquisition (CPA) effectiveness
- Integrating financial data with digital performance
Module 12: Integrating Adobe Analytics with Marketing Tools - Connecting Adobe Analytics to Adobe Target
- Using analytics data to power personalisation experiences
- Linking conversion data to Adobe Campaign
- Using Analytics as a data source for A/B tests
- Synchronising audiences with Adobe Real-Time CDP
- Exporting data to Power BI and Tableau
- Using Adobe Analytics API for custom integrations
- Automating data exports with FTP and SFTP
- Integrating with CRM systems like Salesforce
- Building closed-loop feedback for paid media platforms
Module 13: Customer Journey and Behavioural Analytics - Mapping full customer journeys across touchpoints
- Analysing micro-conversions and engagement signals
- Using time-to-event analysis for conversion pacing
- Measuring feature adoption in digital products
- Building customer satisfaction indicators
- Analysing content consumption patterns
- Tracking cross-channel engagement intensity
- Using engagement time as a health metric
- Identifying power users and at-risk segments
- Building behaviour-based retention models
Module 14: Retention, Churn, and Loyalty Analytics - Defining active users and engagement thresholds
- Building retention cohorts by acquisition source
- Measuring churn rate and predicting churn risk
- Analysing the impact of onboarding flows
- Using login frequency and session depth as signals
- Creating retention dashboards for leadership
- Identifying recovery pathways for churned users
- Measuring loyalty program effectiveness
- Analysing subscription renewal patterns
- Using retention data in forecasting models
Module 15: Predictive Analytics and Insight Generation - Using Anomaly Detection to find unexpected trends
- Interpreting machine learning-driven insights
- Validating predictive model outputs with historical data
- Using predictive segments in targeting campaigns
- Setting up automated alerting for performance shifts
- Building forecast models for revenue and traffic
- Applying clustering techniques to user behaviour
- Estimating conversion probability
- Integrating predictions into stakeholder reports
- Communicating uncertainty and confidence levels
Module 16: Executive Communication and Storytelling - Translating technical data into business impact
- Structuring narratives around opportunity and risk
- Using the Pyramid Principle for clarity
- Designing board-ready presentations
- Selecting the right KPIs for each audience
- Using headlines to state conclusions first
- Creating one-page executive summaries
- Anticipating and answering executive questions
- Building confidence in data credibility
- Leveraging visual design principles for emphasis
Module 17: E-commerce and Monetisation Tracking - Implementing Product and Purchase event tracking
- Configuring currency and revenue variables correctly
- Tracking cart additions, removals, and checkouts
- Measuring average order value (AOV) and product affinity
- Analysing checkout funnel abandonment
- Using merchandising eVars for product reporting
- Tracking promo code usage and discount impact
- Measuring cross-sell and upsell effectiveness
- Analysing customer acquisition cost (CAC) vs. LTV
- Building profitability dashboards by product line
Module 18: Campaign and Channel Performance Analysis - Using tracking codes and campaign variables (s.campaign)
- Validating UTM parameter mapping
- Measuring ROI by channel: paid, organic, social, email
- Analysing assisted vs. last-touch performance
- Identifying inefficient spend using attribution
- Using cost data integration for true ROI calculation
- Comparing channels by conversion rate and volume
- Building campaign performance dashboards
- Analysing creative effectiveness within campaigns
- Using cohort analysis to measure long-term channel value
Module 19: A/B Testing and Optimisation Analytics - Setting up goals and success metrics for experiments
- Integrating Adobe Analytics with testing tools
- Measuring lift, statistical significance, and confidence
- Analysing behavioural differences between variants
- Tracking secondary metrics to avoid negative impact
- Using segmentation to analyse winner performance
- Reporting on experiment success to stakeholders
- Archiving and reusing test learnings
- Building a culture of data-driven experimentation
- Using past test data to inform future hypotheses
Module 20: Certification and Career Advancement - Preparing for the Adobe Certified Expert (ACE) exam
- Reviewing core concepts and exam domains
- Practicing with real-world scenarios and case studies
- Building a portfolio of dashboards and reports
- Crafting your analytics professional narrative
- Leveraging your Certification of Completion from The Art of Service
- Using certification to negotiate promotions or raises
- Connecting with enterprise analytics communities
- Accessing exclusive job boards and networking channels
- Establishing yourself as the go-to analytics authority
- Understanding GDPR, CCPA, and global privacy regulations
- Configuring opt-in and opt-out tracking flows
- Implementing consent management platforms (CMPs)
- Using data deletion and data retention policies
- Classifying data elements by sensitivity level
- Setting up audit trails for compliance reporting
- Managing data permissions across teams
- Using anonymisation and pseudonymisation features
- Documenting data lineage and ownership
- Preparing for internal and external audits
Module 10: Troubleshooting and Quality Assurance - Validating tracking implementation with browser tools
- Using Adobe Debugger and Network Monitor
- Interpreting HTTP request headers and payload data
- Identifying missing variables and duplicated calls
- Testing tracking across browsers, devices, and OS versions
- Debugging custom JavaScript and event listeners
- Using test cases and QA checklists
- Validating eVar and prop persistence logic
- Monitoring data accuracy over time
- Creating automated validation workflows
Module 11: Key Performance Indicators and Business Reporting - Defining KPIs for acquisition, engagement, and monetisation
- Building dashboards for marketing, product, and leadership
- Using scorecards to track goal achievement
- Setting up benchmarking and target indicators
- Creating custom business calendars for analysis
- Measuring seasonality and year-over-year trends
- Using variance analysis to detect underperformance
- Reporting on customer lifetime value (CLV)
- Analysing cost per acquisition (CPA) effectiveness
- Integrating financial data with digital performance
Module 12: Integrating Adobe Analytics with Marketing Tools - Connecting Adobe Analytics to Adobe Target
- Using analytics data to power personalisation experiences
- Linking conversion data to Adobe Campaign
- Using Analytics as a data source for A/B tests
- Synchronising audiences with Adobe Real-Time CDP
- Exporting data to Power BI and Tableau
- Using Adobe Analytics API for custom integrations
- Automating data exports with FTP and SFTP
- Integrating with CRM systems like Salesforce
- Building closed-loop feedback for paid media platforms
Module 13: Customer Journey and Behavioural Analytics - Mapping full customer journeys across touchpoints
- Analysing micro-conversions and engagement signals
- Using time-to-event analysis for conversion pacing
- Measuring feature adoption in digital products
- Building customer satisfaction indicators
- Analysing content consumption patterns
- Tracking cross-channel engagement intensity
- Using engagement time as a health metric
- Identifying power users and at-risk segments
- Building behaviour-based retention models
Module 14: Retention, Churn, and Loyalty Analytics - Defining active users and engagement thresholds
- Building retention cohorts by acquisition source
- Measuring churn rate and predicting churn risk
- Analysing the impact of onboarding flows
- Using login frequency and session depth as signals
- Creating retention dashboards for leadership
- Identifying recovery pathways for churned users
- Measuring loyalty program effectiveness
- Analysing subscription renewal patterns
- Using retention data in forecasting models
Module 15: Predictive Analytics and Insight Generation - Using Anomaly Detection to find unexpected trends
- Interpreting machine learning-driven insights
- Validating predictive model outputs with historical data
- Using predictive segments in targeting campaigns
- Setting up automated alerting for performance shifts
- Building forecast models for revenue and traffic
- Applying clustering techniques to user behaviour
- Estimating conversion probability
- Integrating predictions into stakeholder reports
- Communicating uncertainty and confidence levels
Module 16: Executive Communication and Storytelling - Translating technical data into business impact
- Structuring narratives around opportunity and risk
- Using the Pyramid Principle for clarity
- Designing board-ready presentations
- Selecting the right KPIs for each audience
- Using headlines to state conclusions first
- Creating one-page executive summaries
- Anticipating and answering executive questions
- Building confidence in data credibility
- Leveraging visual design principles for emphasis
Module 17: E-commerce and Monetisation Tracking - Implementing Product and Purchase event tracking
- Configuring currency and revenue variables correctly
- Tracking cart additions, removals, and checkouts
- Measuring average order value (AOV) and product affinity
- Analysing checkout funnel abandonment
- Using merchandising eVars for product reporting
- Tracking promo code usage and discount impact
- Measuring cross-sell and upsell effectiveness
- Analysing customer acquisition cost (CAC) vs. LTV
- Building profitability dashboards by product line
Module 18: Campaign and Channel Performance Analysis - Using tracking codes and campaign variables (s.campaign)
- Validating UTM parameter mapping
- Measuring ROI by channel: paid, organic, social, email
- Analysing assisted vs. last-touch performance
- Identifying inefficient spend using attribution
- Using cost data integration for true ROI calculation
- Comparing channels by conversion rate and volume
- Building campaign performance dashboards
- Analysing creative effectiveness within campaigns
- Using cohort analysis to measure long-term channel value
Module 19: A/B Testing and Optimisation Analytics - Setting up goals and success metrics for experiments
- Integrating Adobe Analytics with testing tools
- Measuring lift, statistical significance, and confidence
- Analysing behavioural differences between variants
- Tracking secondary metrics to avoid negative impact
- Using segmentation to analyse winner performance
- Reporting on experiment success to stakeholders
- Archiving and reusing test learnings
- Building a culture of data-driven experimentation
- Using past test data to inform future hypotheses
Module 20: Certification and Career Advancement - Preparing for the Adobe Certified Expert (ACE) exam
- Reviewing core concepts and exam domains
- Practicing with real-world scenarios and case studies
- Building a portfolio of dashboards and reports
- Crafting your analytics professional narrative
- Leveraging your Certification of Completion from The Art of Service
- Using certification to negotiate promotions or raises
- Connecting with enterprise analytics communities
- Accessing exclusive job boards and networking channels
- Establishing yourself as the go-to analytics authority
- Defining KPIs for acquisition, engagement, and monetisation
- Building dashboards for marketing, product, and leadership
- Using scorecards to track goal achievement
- Setting up benchmarking and target indicators
- Creating custom business calendars for analysis
- Measuring seasonality and year-over-year trends
- Using variance analysis to detect underperformance
- Reporting on customer lifetime value (CLV)
- Analysing cost per acquisition (CPA) effectiveness
- Integrating financial data with digital performance
Module 12: Integrating Adobe Analytics with Marketing Tools - Connecting Adobe Analytics to Adobe Target
- Using analytics data to power personalisation experiences
- Linking conversion data to Adobe Campaign
- Using Analytics as a data source for A/B tests
- Synchronising audiences with Adobe Real-Time CDP
- Exporting data to Power BI and Tableau
- Using Adobe Analytics API for custom integrations
- Automating data exports with FTP and SFTP
- Integrating with CRM systems like Salesforce
- Building closed-loop feedback for paid media platforms
Module 13: Customer Journey and Behavioural Analytics - Mapping full customer journeys across touchpoints
- Analysing micro-conversions and engagement signals
- Using time-to-event analysis for conversion pacing
- Measuring feature adoption in digital products
- Building customer satisfaction indicators
- Analysing content consumption patterns
- Tracking cross-channel engagement intensity
- Using engagement time as a health metric
- Identifying power users and at-risk segments
- Building behaviour-based retention models
Module 14: Retention, Churn, and Loyalty Analytics - Defining active users and engagement thresholds
- Building retention cohorts by acquisition source
- Measuring churn rate and predicting churn risk
- Analysing the impact of onboarding flows
- Using login frequency and session depth as signals
- Creating retention dashboards for leadership
- Identifying recovery pathways for churned users
- Measuring loyalty program effectiveness
- Analysing subscription renewal patterns
- Using retention data in forecasting models
Module 15: Predictive Analytics and Insight Generation - Using Anomaly Detection to find unexpected trends
- Interpreting machine learning-driven insights
- Validating predictive model outputs with historical data
- Using predictive segments in targeting campaigns
- Setting up automated alerting for performance shifts
- Building forecast models for revenue and traffic
- Applying clustering techniques to user behaviour
- Estimating conversion probability
- Integrating predictions into stakeholder reports
- Communicating uncertainty and confidence levels
Module 16: Executive Communication and Storytelling - Translating technical data into business impact
- Structuring narratives around opportunity and risk
- Using the Pyramid Principle for clarity
- Designing board-ready presentations
- Selecting the right KPIs for each audience
- Using headlines to state conclusions first
- Creating one-page executive summaries
- Anticipating and answering executive questions
- Building confidence in data credibility
- Leveraging visual design principles for emphasis
Module 17: E-commerce and Monetisation Tracking - Implementing Product and Purchase event tracking
- Configuring currency and revenue variables correctly
- Tracking cart additions, removals, and checkouts
- Measuring average order value (AOV) and product affinity
- Analysing checkout funnel abandonment
- Using merchandising eVars for product reporting
- Tracking promo code usage and discount impact
- Measuring cross-sell and upsell effectiveness
- Analysing customer acquisition cost (CAC) vs. LTV
- Building profitability dashboards by product line
Module 18: Campaign and Channel Performance Analysis - Using tracking codes and campaign variables (s.campaign)
- Validating UTM parameter mapping
- Measuring ROI by channel: paid, organic, social, email
- Analysing assisted vs. last-touch performance
- Identifying inefficient spend using attribution
- Using cost data integration for true ROI calculation
- Comparing channels by conversion rate and volume
- Building campaign performance dashboards
- Analysing creative effectiveness within campaigns
- Using cohort analysis to measure long-term channel value
Module 19: A/B Testing and Optimisation Analytics - Setting up goals and success metrics for experiments
- Integrating Adobe Analytics with testing tools
- Measuring lift, statistical significance, and confidence
- Analysing behavioural differences between variants
- Tracking secondary metrics to avoid negative impact
- Using segmentation to analyse winner performance
- Reporting on experiment success to stakeholders
- Archiving and reusing test learnings
- Building a culture of data-driven experimentation
- Using past test data to inform future hypotheses
Module 20: Certification and Career Advancement - Preparing for the Adobe Certified Expert (ACE) exam
- Reviewing core concepts and exam domains
- Practicing with real-world scenarios and case studies
- Building a portfolio of dashboards and reports
- Crafting your analytics professional narrative
- Leveraging your Certification of Completion from The Art of Service
- Using certification to negotiate promotions or raises
- Connecting with enterprise analytics communities
- Accessing exclusive job boards and networking channels
- Establishing yourself as the go-to analytics authority
- Mapping full customer journeys across touchpoints
- Analysing micro-conversions and engagement signals
- Using time-to-event analysis for conversion pacing
- Measuring feature adoption in digital products
- Building customer satisfaction indicators
- Analysing content consumption patterns
- Tracking cross-channel engagement intensity
- Using engagement time as a health metric
- Identifying power users and at-risk segments
- Building behaviour-based retention models
Module 14: Retention, Churn, and Loyalty Analytics - Defining active users and engagement thresholds
- Building retention cohorts by acquisition source
- Measuring churn rate and predicting churn risk
- Analysing the impact of onboarding flows
- Using login frequency and session depth as signals
- Creating retention dashboards for leadership
- Identifying recovery pathways for churned users
- Measuring loyalty program effectiveness
- Analysing subscription renewal patterns
- Using retention data in forecasting models
Module 15: Predictive Analytics and Insight Generation - Using Anomaly Detection to find unexpected trends
- Interpreting machine learning-driven insights
- Validating predictive model outputs with historical data
- Using predictive segments in targeting campaigns
- Setting up automated alerting for performance shifts
- Building forecast models for revenue and traffic
- Applying clustering techniques to user behaviour
- Estimating conversion probability
- Integrating predictions into stakeholder reports
- Communicating uncertainty and confidence levels
Module 16: Executive Communication and Storytelling - Translating technical data into business impact
- Structuring narratives around opportunity and risk
- Using the Pyramid Principle for clarity
- Designing board-ready presentations
- Selecting the right KPIs for each audience
- Using headlines to state conclusions first
- Creating one-page executive summaries
- Anticipating and answering executive questions
- Building confidence in data credibility
- Leveraging visual design principles for emphasis
Module 17: E-commerce and Monetisation Tracking - Implementing Product and Purchase event tracking
- Configuring currency and revenue variables correctly
- Tracking cart additions, removals, and checkouts
- Measuring average order value (AOV) and product affinity
- Analysing checkout funnel abandonment
- Using merchandising eVars for product reporting
- Tracking promo code usage and discount impact
- Measuring cross-sell and upsell effectiveness
- Analysing customer acquisition cost (CAC) vs. LTV
- Building profitability dashboards by product line
Module 18: Campaign and Channel Performance Analysis - Using tracking codes and campaign variables (s.campaign)
- Validating UTM parameter mapping
- Measuring ROI by channel: paid, organic, social, email
- Analysing assisted vs. last-touch performance
- Identifying inefficient spend using attribution
- Using cost data integration for true ROI calculation
- Comparing channels by conversion rate and volume
- Building campaign performance dashboards
- Analysing creative effectiveness within campaigns
- Using cohort analysis to measure long-term channel value
Module 19: A/B Testing and Optimisation Analytics - Setting up goals and success metrics for experiments
- Integrating Adobe Analytics with testing tools
- Measuring lift, statistical significance, and confidence
- Analysing behavioural differences between variants
- Tracking secondary metrics to avoid negative impact
- Using segmentation to analyse winner performance
- Reporting on experiment success to stakeholders
- Archiving and reusing test learnings
- Building a culture of data-driven experimentation
- Using past test data to inform future hypotheses
Module 20: Certification and Career Advancement - Preparing for the Adobe Certified Expert (ACE) exam
- Reviewing core concepts and exam domains
- Practicing with real-world scenarios and case studies
- Building a portfolio of dashboards and reports
- Crafting your analytics professional narrative
- Leveraging your Certification of Completion from The Art of Service
- Using certification to negotiate promotions or raises
- Connecting with enterprise analytics communities
- Accessing exclusive job boards and networking channels
- Establishing yourself as the go-to analytics authority
- Using Anomaly Detection to find unexpected trends
- Interpreting machine learning-driven insights
- Validating predictive model outputs with historical data
- Using predictive segments in targeting campaigns
- Setting up automated alerting for performance shifts
- Building forecast models for revenue and traffic
- Applying clustering techniques to user behaviour
- Estimating conversion probability
- Integrating predictions into stakeholder reports
- Communicating uncertainty and confidence levels
Module 16: Executive Communication and Storytelling - Translating technical data into business impact
- Structuring narratives around opportunity and risk
- Using the Pyramid Principle for clarity
- Designing board-ready presentations
- Selecting the right KPIs for each audience
- Using headlines to state conclusions first
- Creating one-page executive summaries
- Anticipating and answering executive questions
- Building confidence in data credibility
- Leveraging visual design principles for emphasis
Module 17: E-commerce and Monetisation Tracking - Implementing Product and Purchase event tracking
- Configuring currency and revenue variables correctly
- Tracking cart additions, removals, and checkouts
- Measuring average order value (AOV) and product affinity
- Analysing checkout funnel abandonment
- Using merchandising eVars for product reporting
- Tracking promo code usage and discount impact
- Measuring cross-sell and upsell effectiveness
- Analysing customer acquisition cost (CAC) vs. LTV
- Building profitability dashboards by product line
Module 18: Campaign and Channel Performance Analysis - Using tracking codes and campaign variables (s.campaign)
- Validating UTM parameter mapping
- Measuring ROI by channel: paid, organic, social, email
- Analysing assisted vs. last-touch performance
- Identifying inefficient spend using attribution
- Using cost data integration for true ROI calculation
- Comparing channels by conversion rate and volume
- Building campaign performance dashboards
- Analysing creative effectiveness within campaigns
- Using cohort analysis to measure long-term channel value
Module 19: A/B Testing and Optimisation Analytics - Setting up goals and success metrics for experiments
- Integrating Adobe Analytics with testing tools
- Measuring lift, statistical significance, and confidence
- Analysing behavioural differences between variants
- Tracking secondary metrics to avoid negative impact
- Using segmentation to analyse winner performance
- Reporting on experiment success to stakeholders
- Archiving and reusing test learnings
- Building a culture of data-driven experimentation
- Using past test data to inform future hypotheses
Module 20: Certification and Career Advancement - Preparing for the Adobe Certified Expert (ACE) exam
- Reviewing core concepts and exam domains
- Practicing with real-world scenarios and case studies
- Building a portfolio of dashboards and reports
- Crafting your analytics professional narrative
- Leveraging your Certification of Completion from The Art of Service
- Using certification to negotiate promotions or raises
- Connecting with enterprise analytics communities
- Accessing exclusive job boards and networking channels
- Establishing yourself as the go-to analytics authority
- Implementing Product and Purchase event tracking
- Configuring currency and revenue variables correctly
- Tracking cart additions, removals, and checkouts
- Measuring average order value (AOV) and product affinity
- Analysing checkout funnel abandonment
- Using merchandising eVars for product reporting
- Tracking promo code usage and discount impact
- Measuring cross-sell and upsell effectiveness
- Analysing customer acquisition cost (CAC) vs. LTV
- Building profitability dashboards by product line
Module 18: Campaign and Channel Performance Analysis - Using tracking codes and campaign variables (s.campaign)
- Validating UTM parameter mapping
- Measuring ROI by channel: paid, organic, social, email
- Analysing assisted vs. last-touch performance
- Identifying inefficient spend using attribution
- Using cost data integration for true ROI calculation
- Comparing channels by conversion rate and volume
- Building campaign performance dashboards
- Analysing creative effectiveness within campaigns
- Using cohort analysis to measure long-term channel value
Module 19: A/B Testing and Optimisation Analytics - Setting up goals and success metrics for experiments
- Integrating Adobe Analytics with testing tools
- Measuring lift, statistical significance, and confidence
- Analysing behavioural differences between variants
- Tracking secondary metrics to avoid negative impact
- Using segmentation to analyse winner performance
- Reporting on experiment success to stakeholders
- Archiving and reusing test learnings
- Building a culture of data-driven experimentation
- Using past test data to inform future hypotheses
Module 20: Certification and Career Advancement - Preparing for the Adobe Certified Expert (ACE) exam
- Reviewing core concepts and exam domains
- Practicing with real-world scenarios and case studies
- Building a portfolio of dashboards and reports
- Crafting your analytics professional narrative
- Leveraging your Certification of Completion from The Art of Service
- Using certification to negotiate promotions or raises
- Connecting with enterprise analytics communities
- Accessing exclusive job boards and networking channels
- Establishing yourself as the go-to analytics authority
- Setting up goals and success metrics for experiments
- Integrating Adobe Analytics with testing tools
- Measuring lift, statistical significance, and confidence
- Analysing behavioural differences between variants
- Tracking secondary metrics to avoid negative impact
- Using segmentation to analyse winner performance
- Reporting on experiment success to stakeholders
- Archiving and reusing test learnings
- Building a culture of data-driven experimentation
- Using past test data to inform future hypotheses