×
Develop a clear knowledge of how to plan, implement, and track online campaign through the use of Google Marketing Platform tools. Find out how DV360 allows accurate media purchasing, how CM360 helps with managing and tracking a campaign, and how GA4 gives an in-depth insight into user activity and performance. Combinations of these tools form a network that increases the efficiency of media, better targeting and more informed decisions to achieve greater campaign results.
Take a step further than basic metrics such as pageviews to understand how to track meaningful interactions with your users in GA4 using event tracking. It involves the creation of custom events, audience segmentations on the basis of behavior and user journey analysis across platforms. You will additionally learn to create insight-driven reports, use attribution models to identify impact, and incorporate effective data governance capabilities to maintain accuracy, compliance, and sustained success in measurement throughout your marketing initiatives.
Discover how you can confidently query and analyze large amounts of marketing data via SQL, in BigQuery. We introduce you to composing effective queries, combining data between disparate sources, and discovering meaningful trends that can influence more intelligent decisions. Practice and real-life scenarios will help you to achieve proficiency in deriving insight, improving performance, and driving data-based strategies that will propel your marketing to the next level.
Learn how to develop impactful, real-time dashboards that enable the translation of raw data into the clear visual story. Discover how to integrate and combine various data sources, create dashboards that could focus on the most important metrics, as well as automate reporting processes which address the needs of various stakeholders. You will be in a position to provide insights that are time sensitive and easy to act upon that are presented in a way that is easy to understand whether you are tracking campaign performance or presenting an executive summary.
Learn the fundamentals of a successful digital advertising campaign in depth. Discover how to organize campaigns to have better control and transparency, learn more about different bidding strategies that could fit your business goals and learn how to segment your audiences to target them most accurately. You will also learn to configure and optimise conversion tracking, so that you can track performance and refine your efforts accordingly. The session is ideal when it comes to the performance marketers who have a goal of scale.
Become well-grounded in Adobe data infrastructure and how it drives connected customer experiences. Learn how real-time customer profiles combine data across data sources, how XDM schemas are used to provide structure within which to collect specific data, and how identifying graphs are used to unify user identities across channels and devices. Being able to master these components will ensure that you are in a better position to unify customer information, personalisation on a large scale, and take smarter marketing decisions throughout the customer journey.
Acquire the skills of developing advanced audiences, building calculated metrics, and crafting analytical workspace dashboards in Adobe Analytics and take your analysis capabilities to the new level. This session takes reporting a step beyond data to align the numbers with what really matters to your business KPIs and drive performance improvements. Using step-by-step instructions and practical examples, the book will help you make sense of complex information to turn it into clear and interpretable data.
Find out how you can unify Adobe Analytics data with other data sources in Customer Journey Analytics (CJA) to understand your complete picture of customer interactions. This session can be used to discuss how to combine online and offline data, create integrated data sets and use Analysis Workspace to explore end-to-end user paths. You will be able to see trends, drop-off points and cross-channel performance, and measure it all in a holistic way to make smarter, better informed marketing decisions.
Learn how to open unified customer profiles in a wide variety of marketing channels with the help of Adobe Experience Platform. This session will take you through advanced audience segmentation strategies, the set up of destinations where you want to use the data in terms of data activation, and deploying governance policies to ensure compliance and control. You will discover how you can create personally-relevant engagements at scale and still uphold data integrity so that your marketing can be effective and responsible across every engagement point.
Learn how Adobe Experience Manager (AEM) supports the entire content lifecycle—from creation and management to dynamic personalization across channels. Explore how authors and strategists structure content, how developers build reusable components, and how UX teams ensure consistency across devices. This session is ideal for teams looking to streamline workflows, maintain brand consistency, and deliver tailored experiences that resonate with different audience segments in real time.
Learn how to create and test personalized experiences using Adobe Target. This hands-on session covers the fundamentals of A/B testing, setting up product recommendations, and applying behavioral targeting to improve relevance. You'll explore how to deliver the right content to the right audience, measure performance in real time, and continuously optimize user experiences across web and app channels—all backed by actionable data insights. Ideal for marketers and optimization teams.
Gain the skills to orchestrate personalized, multi-channel campaigns using tools like Adobe Campaign. Learn how to design customer journeys that adapt to user behavior, manage data flows across systems for seamless execution, and track performance metrics to optimize results. This session equips you to deliver consistent messaging across email, SMS, push, and other channels while maintaining data accuracy and maximizing campaign impact at scale.
Explore the essentials of mobile lifecycle marketing tailored for mobile-first brands. Learn how to segment users based on real-time events and behaviors, craft personalized push and in-app messaging strategies, and track campaign performance to refine your approach. This session will help you engage users at every stage of their journey, increase retention, and drive meaningful conversions by combining data, automation, and thoughtful messaging across mobile channels.
Get a complete understanding of how to use journey builder tools to map personalized customer journeys that drive long-term engagement. Learn how predictive segmentation helps you identify high-value audiences, orchestrate campaigns across channels like email, mobile, and web, and access deep campaign insights to fine-tune your strategy. This session is focused on helping you boost retention and customer lifetime value through smarter, data-driven journey management.
Dive deep into product analytics to understand how users interact with your digital products. Learn how to track key behaviors, build funnels that reveal drop-off points, create cohorts to analyze user trends over time, and generate retention reports that highlight engagement patterns. This session equips you with the tools and techniques needed to uncover actionable insights, improve product experiences, and drive stronger adoption and long-term user value.
Gain a solid grasp of consent management, cookie compliance, and privacy workflows to keep your marketing practices aligned with global regulations. Learn how to implement consent banners, manage user preferences across platforms, and automate data privacy workflows within your martech stack. This session prepares you to handle evolving compliance requirements with confidence, ensuring your data collection and activation strategies remain transparent, user-friendly, and future-proof.
