• Introduction adobe analytics
• Reporting best practices
• Introduction to KPI’s, metrics
• Conversion metrics
• Overview of other analytics solutions in the market
• Web analytics life cycle
• What your client/business exactly wants (analysts vs reporting robots)
• Test time: case studies/problem solving on multiple metrics/ KPI’s
• Dashboard creation & why dashboards?
• Effective alerts
• How clustering/segmentation can change your business?? (The google,
• amazon way)
• Segmentations
• Segment builder
• Datawarehouse (Adobe cloud) / Teradata / Hadoop
• Pre-analysis
• Analysis
• Consulting & Business recommendations (The real value addition to
• business)
• Page analysis
• Browser conversion rate analysis
• Checkout path analysis
• How to prevent fallout on your website
• External campaign analysis
• Below the page fold analysis
• Internal search analysis
• Content affinity (do you want to increase your website revenue by 3%?)
• Geo segmentation analysis
• Understanding the basis of adobe site catalyst implementation
• Self-evaluation test

• Client and server side of web analytics
• Internet protocol
• Packet sniffers
• Web browsers
• Charles
• DOM
• Debug troubleshoot
• Cookies 101
• Architecture, content and variables – along with admin module
• Introduction to sitecatalyst admin
• Beacon anatomy
• Sitecatalyst cookies
• Sitecatalyst first party cookie
• Regional data centers (RDC)
• Sitecatalyst code deepdive
• Macro and micro level link tracking
• Sitecatalyst content identification
• Sitecatalyst manual link tracking
• Automatic link tracking
• Datatypes in Sitecatalyst
• Content identification
• Traffic variables – props
• Conversion variables – eVars
• Success event
• Sitecatalyst product variable
• List vars in sitecatalyst
• OtherSCVars
• SAINT classifications / classification importers
• Report suite architecture – MST, roll up, virtual
• Debug logs
• Advanced settings
• Event serialization
• Important KBR overview
• Questions and review tests (Will be done after each chapter)
• Translating requirements into tech architecture
• Optimizing the use of variables
• Managing the behaviour of the variables
• Identifying tracking issues (without using source code and admin access)
• Cases related to the business vertical

• Fundamentals and tag management architecture
• DTM roles, approval history and publishing workflow
• Debugging using DTM switch
• Embed code, file hosting options and web properties
• Data elements – js object, css selector, url parameter, custom script
• Adding different tools via dtm - analytics, target, audience manager
• Rules within the dtm and usage
• Page load rules
• Event based rules
• Direct call rules

• Introduction to test & target
• Terminology, Test & Target basics
• Creating basic campaigns and filters
• Other different types of campaigns
• Segments
• Parameters
• Targeting
• Reports & results analysis
• Using success metrics
• Multivariate campaigns
• Ad testing
• Real time case studies and next steps

• Leveraging adobe analytics data in adobe audience manager
• Leveraging adobe audience manager data in adobe analytics
• The core services of a DMP
• Overview of the interface
• Adobe audience manager use cases
• Define and create data source
• Signals, traits and segments
• Interpreting segment performance data
• Destination types
• Trend reports
• Unused signal reports
• Overlap reports
• General reports
• Audience market place and creating datafeeds
• Adobe campaign overview
• Adobe experience manager overview

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