BIG DATA MANAGEMENT

Adobe Analytics Launched by Adobe for Higher Education to Advance Literacy

Adobe | July 23, 2021

Adobe Analytics curriculum for education was announced by Adobe today. It is a global program that supports the future workforce with in-demand data science skills. The Adobe Education Exchange will allow college students and professors to use Adobe Analytics- the industry-leading customer data analytics platform- for free and get access to the course curriculum with hands-on activities. Students will learn how to use data to drive business decisions and learn new skills for a career spanning data science to marketing and product management. This program is an extension of the Adobe Creative Campus program which advances digital literacy through access to Adobe Creative Cloud in the classroom.

The Adobe Analytics Challenge, which launched in 2005, facilitated the development of this program. The competition presents college students with a chance to work with real data to solve business challenges from companies like Nike, Major League Baseball, and Sony PlayStation. This experience has helped the past participants to land careers at The Home Depot, Boston Consulting Group, Amazon, and nonprofits like Learning Forward. The success of this event drove the higher education instructors to include elements of the Challenge in their coursework.

Professors from institutions like the University of Wisconsin-Madison, University of Utah, and the University of Michigan partnered with Adobe to develop the curriculum, helping shape the program to ensure it is easy to implement among any college or university.

The program has four core modules that can be incorporated into any curriculum. Participants get access to a sandbox environment, which allows students to use Adobe Analytics with rich demo data. It is meant to be self-paced, and instructors can pick and choose any of the modules to incorporate into their coursework. The modules focus on:

Data Collection: Organizations have to collect data from different sources and across departments such as marketing, customer service, sales, human resources and more – all of which require proper governance and privacy controls. This module will help students learn the fundamentals of data collection, warehousing and cleaning, as well as implementation.

Data Strategy and Architecture: Once data is collected, teams have to set up a data structure to make the data consumable across an organization. Students can combine metrics across consumer touchpoints, for instance, to understand how promotional offers online drive in-store foot traffic. It also gives students a chance to define key performance indicators and shape how goals are structured and achieved.

Standard Metrics and Functionality: This module focuses on reporting and how data is presented to an organization at large, spanning functions such as marketing, product development, eCommerce and design. Students will continue to layer meaning into numbers and showcase how insights can drive real action.

Analysis Workspace Fundamentals: Analysis Workspace is a unique drag-and-drop interface in Adobe Analytics. Inspired by Photoshop, users can curate different data sets and take on a detective role in uncovering data anomalies and other insights. This module provides students with an opportunity to curate data, collaborate with others, produce new visualizations and uncover insights that advance business objectives.


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Building AI systems involves more than learning how to perform a specific task from data — it requires an infrastructure. Learn how to take your enterprise from data to AI by building your AI ladder.

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