Lesson 1Monetary variables and value-based signals: order value, average order value, lifetime value, margin bucketsThis lesson covers monetary variables and value signals, teaching computation of order value, average order value, margin buckets, and revenue segments for bidding and customer plans.
Gross order value and net revenueAverage order value and basket metricsCustomer lifetime value model choicesMargin buckets and profitability tiersValue-based bidding and ROAS targetsLesson 2First- and third-party behavioral signals: product views, category visits, cart events, search queries, time on pageThis lesson details first- and third-party behaviour signals, tracking product views, cart events, searches, time on page, and enriching with third-party intent data.
Product and category view event designCart additions, removals and checkout stepsOn-site search queries and filters usedTime on page, scroll depth and engagementThird-party intent and contextual signalsLesson 3Temporal and recency variables: last visit, last purchase, days since last open/click, session recencyThis lesson explains time and recency variables for recent user interactions, computing last visit, purchase, days since actions, and using for segments and predictions.
Timestamps and event time normalizationLast visit and last session calculationsLast purchase and order recency metricsDays since last open, click or loginRecency-based segmentation and RFM useLesson 4Technical and contextual variables: device type, OS, browser, screen size, connection type, geo (city/region), local timeThis lesson covers technical and context variables for user environment, how device, OS, browser, connection, location, time impact tracking, attribution, and optimisation.
Device type and form factor taxonomiesOperating system and version detectionBrowser, user agent and feature supportScreen size, resolution and viewport groupsConnection type, IP-based geo and local timeLesson 5Email and marketing automation data: open rate, click-through, send history, engagement segments, unsubscribe eventsThis lesson examines email and automation data, how opens, clicks, bounces, unsubscribes are stored, journeys modelled, and engagement segments used for targeting.
Send, open, click and bounce eventsUnsubscribe, spam and preference dataJourney and workflow state trackingEngagement segments and lead stagesDeliverability and reputation indicatorsLesson 6Ad platform data: available fields in Google Ads and Meta Ads (keywords, creative, placements, bid, impressions, clicks, conversions)This lesson explores ad platform data from Google Ads, Meta Ads, covering fields for campaigns, creatives, bids, audiences, conversions, and joining with first-party data.
Campaign, ad set and ad level fieldsKeywords, audiences and placements dataCreative variants, formats and metadataBids, budgets and pacing indicatorsImpressions, clicks and conversion logsLesson 7Audience and interest data: inferred interests, affinity categories, custom audiences, lookalikes and API-derived signalsThis lesson explores audience and interest data from analytics, ads, APIs, how inferred interests, affinity groups, custom audiences, lookalikes are built and activated.
Inferred interests from on-site behaviorAffinity and in-market category taxonomiesBuilding and refreshing custom audiencesLookalike modeling inputs and controlsAPI-derived intent and contextual signalsLesson 8Privacy and identifier variables: user IDs, cookie IDs, hashed emails, mobile ad IDs, consent flagsThis lesson covers privacy and ID variables linking events to people, user IDs, cookies, hashed emails, mobile IDs, consent flags, and compliant identity plans.
First-party user IDs and login identifiersCookie IDs and browser storage limitsHashed emails and identity resolutionMobile ad IDs and app tracking signalsConsent flags, TCF strings and policiesLesson 9Engagement scoring and cohort indicators: email engagement score, site engagement score, churn risk, frequency bucketsThis lesson covers engagement scores and cohorts summarising behaviour, designing scoring, frequency buckets, churn risk, cohorts for lifecycle analysis.
Designing email engagement scoring modelsSite engagement scores from web behaviorFrequency buckets and intensity tiersChurn risk flags and propensity scoresCohort definitions and tracking windowsLesson 10CRM and transaction systems: user profiles, purchase history, lifetime value, order frequency, returnsThis lesson details CRM and transaction data, profiles, orders, returns, lifetime value structures, connecting to marketing for targeting and measurement.
Customer master records and keysOrder, line item and invoice structuresReturns, cancellations and refunds dataLifetime value and tenure calculationsSyncing CRM data to marketing toolsLesson 11Web analytics data: Google Analytics/GTM variables (pageviews, events, sessions, traffic source, device, behavior flows)This lesson focuses on web analytics, Google Analytics, GTM, key metrics, events, traffic sources, designing tracking for marketing and attribution.
Core pageview, session and user metricsEvent design, parameters and namingTraffic source and campaign UTM fieldsBehavior flows, funnels and pathing dataCustom dimensions and enhanced ecommerce
