Adobe Analytics Mastery Workshop

Course overview

• Adobe Analytics is a leading tool in the analytics industry. Like many enterprise-level tools, maximizing its value requires a deep understanding of its features.
• This workshop will uncover the true potential of Adobe Analytics: how to configure it optimally, extract insights from its reports, and leverage data for continuous business improvement.
• This hands-on course is filled with practical tips and advice to help you use Adobe Analytics proficiently.

Benefits

• Gain a comprehensive understanding of Adobe Analytics terminology and metrics
• Learn to create and manipulate various reports
• Effectively apply and manage segmentation
• Develop management reporting dashboards
• Set up and analyze conversion funnels for sales, leads, and other outcomes
• Understand customer behavior in key conversion journeys
• Measure and monetize channel performance

Curriculum

Adobe Analytics Basics

• An in-depth look at Adobe Analytics' unique reporting variables and metrics structure
• Introduction to Custom Variables – how data is collected, processed, and used in reporting
• Tracking events such as downloads, video views, external URL clicks, and other interactions
• Using in-browser debugging to see what data Adobe Analytics is collecting

Analyzing Visitor Behavior and Content Performance

• Overview of the Analysis Workspace interface and features
• Building Projects, Panels, and Calculated Metrics
• Interpreting customer journeys to gain insights into online needs and frustrations
• Creating conversion funnels and fallout reports

Evaluating Traffic Sources and Campaign Performance

• Overview of key traffic source reports
• Measuring online marketing campaigns with tracking parameters
• Tracking offline marketing and onsite promotions
• Using the Marketing Channels report for marketing attribution

Segmentation: Unlocking the Power of Adobe Analytics

• How segmentation can benefit your business
• Creating segments from existing reports
• Identifying optimization opportunities using segment comparison in Analysis Workspace

Daily Use of Adobe Analytics

• Creating, modifying, and distributing online data dashboards within your organization
• Creating and sharing bookmarked reports, alerts, targets, and notifications
• Utilizing Knowledge Base and other help resources
• Managing user administration

Who will benefit from this course?

• If you believe there's more to Adobe Analytics than the occasional reports you view, but you'reunsure where to start, this course is for you."
• This course is tailored for marketers, product managers, IT, and communications professionals whoneed to better understand their customers' online behavior, web content performance, and campaign ROI using Adobe Analytics."
• Participants are encouraged to bring a WiFi-enabled laptop to complete exercises.