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Gain a clear understanding of how to plan, execute, and measure digital campaigns using Google Marketing Platform tools. Learn how DV360 enables precise media buying, how CM360 streamlines campaign management and tracking, and how GA4 provides deep insights into user behavior and performance. When used together, these tools create a connected ecosystem that enhances media efficiency, improves targeting accuracy, and helps you make smarter, data-driven decisions for better campaign outcomes.
Go beyond basic metrics like pageviews and learn how to capture meaningful user interactions through event tracking in GA4. This includes setting up custom events, building audience segments based on behavior, and analyzing complete user journeys across platforms. You’ll also explore how to generate insightful reports, apply attribution models to understand impact, and implement strong data governance practices to ensure accuracy, compliance, and long-term measurement success across your marketing efforts.
Learn how to query and analyze large volumes of data with confidence using SQL in BigQuery, specifically tailored for marketing use cases. We guide you through writing efficient queries, joining complex datasets, and uncovering patterns that drive smarter decision-making. With hands-on practice and real-world examples, you'll gain the skills to extract valuable insights, optimize performance, and support data-driven strategies that move your marketing forward.
Develop the skills to build impactful, real-time dashboards that turn raw data into clear visual stories. Learn how to connect and merge multiple data sources, design dashboards that highlight the right metrics, and automate reporting workflows for different stakeholder needs. Whether you're tracking campaign performance or presenting executive summaries, you'll be equipped to deliver insights that are timely, actionable, and easy to understand.
Take a comprehensive dive into the core elements of successful digital advertising campaigns. Learn how to structure campaigns effectively for better control and clarity, explore various bidding strategies that align with your goals, and master audience segmentation to target users more precisely. You'll also gain expertise in setting up and optimizing conversion tracking, helping you measure performance accurately and fine-tune your efforts. This session is perfect for performance marketers aiming to scale results.
Gain a solid understanding of Adobe’s data infrastructure and how it powers connected customer experiences. Explore how real-time customer profiles bring together data from multiple sources, how XDM schemas provide structure for consistent data collection, and how identity graphs resolve user identities across devices and channels. By mastering these components, you’ll be better equipped to unify customer data, enable personalization at scale, and drive smarter marketing decisions across the entire customer journey.
Take your analytics skills to the next level by learning how to build advanced audience segments, create calculated metrics tailored to your goals, and design insightful workspace dashboards in Adobe Analytics. This session goes beyond standard reporting to help you align data with real business KPIs, uncover deeper trends, and drive performance improvements. With practical examples and hands-on guidance, you'll be equipped to turn complex data into clear, actionable insights.
Learn how to integrate Adobe Analytics data with additional data sources in Customer Journey Analytics (CJA) to gain a complete view of your customer interactions. This session covers how to bring together online and offline data, build unified datasets, and use Analysis Workspace to explore end-to-end user journeys. You’ll uncover patterns, identify drop-off points, and measure cross-channel performance to make smarter, more impactful marketing decisions based on a truly holistic view.
Discover how to activate unified customer profiles across multiple marketing channels using Adobe Experience Platform. This session walks you through advanced audience segmentation techniques, setting up destinations for data activation, and applying governance policies to ensure compliance and control. You’ll learn how to deliver consistent, personalized experiences at scale while maintaining data integrity, helping your marketing stay both effective and responsible across every touchpoint.
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.
