Martech leader Adobe launches Adobe Analytics


Adobe (Nasdaq: ADBE) today announced the Adobe Analytics for Education Program, a global program that supports the future workforce with in-demand data science skills. As part of the next generation Adobe Education Exchange, educators and students will be able to use Adobe Analytics, the industry’s leading customer data analytics platform, for free, and access the curriculum with hands-on activities. Students will learn to use data to make business decisions and gain skills for careers ranging from data science to marketing and product management. The program is an extension of the Adobe Creative Campus program, which advances digital literacy through access to Adobe Creative Cloud in the classroom.

“Adobe is driving the digital transformation of big brands across all industries, and what we hear all the time is how difficult it is to hire the right talent,” said Amit Ahuja, vice president, Experience Cloud Platform and Products at Adobe. “Digital literacy is paramount for students in today’s digital economy, and this program meets the needs of today’s employers while exposing students to careers they may not have. not considered.

The program was developed as part of the Adobe Analytics Challenge, launched in 2005. The popular competition gives students the opportunity to work with real data to solve business problems, emanating from companies such as Nike, Major League Baseball and Sony Playstation. Alumni have used the experience to land careers at Home Depot, Boston Consulting Group, Amazon, and nonprofits like Learning Forward. The success of the event aroused the interest of higher education teachers, who wanted to include elements of the Challenge in their curriculum.

Professors from institutions such as the University of Wisconsin-Madison, the University of Utah, and the University of Michigan have partnered with Adobe to develop the program, helping to shape the program to ensure its implementation. easy work in any college or university.

“The pandemic has reshaped economies and exposed consumers to an exclusively digital reality, prompting organizations to transform in no time and seek new types of talent,” said Neeraj Arora, professor of marketing at the University. of Wisconsin-Madison. “The digital skills that students can acquire through the Adobe program will go a long way in helping them succeed in professional fields such as marketing. “

“The ability to deliver great digital experiences is absolutely crucial for businesses, government agencies, and small businesses,” said Paul Hu, David Eccles Professor at the University of Utah. “Data is a valuable asset in today’s digital economy, and the Adobe Analytics for Education curriculum will play a major role in helping students develop skills that dramatically expand their career opportunities and their development. “

The program includes four core modules that can be integrated into any study program. Participants have access to a sandbox environment, which allows students to use Adobe Analytics with rich demo data. It is expected to adapt to its own pace and instructors can choose any of the modules to incorporate into their courses. The modules focus on:

  • Data gathering: Organizations need to connect data from different sources and different departments such as marketing, customer service, sales, human resources, etc., all of which require proper governance and privacy controls. In this module, students will learn the basics of data collection, warehousing and cleaning, as well as implementation.
  • Data Strategy and Architecture: Once the data is collected, teams need to set up a data structure to make the data usable across an organization. Students can combine metrics across consumer touchpoints, for example, to understand how online promotional offers drive in-store traffic. It also gives students the opportunity to define key performance indicators and determine how goals are structured and achieved.
  • Standard metrics and features: This module focuses on reporting and how data is presented to an organization as a whole, covering functions such as marketing, product development, e-commerce, and design. Students will continue to make sense of numbers and show how ideas can lead to real action.
  • Basics of the Analysis Workspace: Analysis Workspace is a unique drag-and-drop interface in Adobe Analytics. Inspired by Photoshop, users can organize different sets of data and take on a detective role to uncover data anomalies and other information. This module provides students with the opportunity to conserve data, collaborate with others, produce new visualizations, and discover insights that advance business goals.

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