Lesson 1Monetary variables and value-based signals: order value, average order value, lifetime value, margin bucketsDis section explain monetary variables an' value-based signals. Yuh wi learn how fi compute order value, average order value, margin buckets, an' revenue-based segments to guide biddin' an' customer strategies.
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 pageDis section detail first- an' third-party behavioral signals. Yuh wi learn how fi track product views, cart events, searches, an' time on page, an' how fi enrich dem wid third-party intent an' contextual 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 recencyDis section explain temporal an' recency variables dat capture how recent users interact. Yuh wi learn fi compute last visit, last purchase, an' days since actions, an' how fi use recency fi segmentation an' predictive models.
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 timeDis section detail technical an' contextual variables dat describe di user’s environment. Yuh wi learn how device, OS, browser, connection, location, an' local time affect trackin' quality, attribution, an' campaign optimization.
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 eventsDis section examine email an' marketing automation data. Yuh wi learn how opens, clicks, bounces, an' unsubscribes store, how journeys model, an' how fi use engagement segments fi targetin' an' testin'.
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)Dis section explore ad platform data from Google Ads, Meta Ads an' others. Yuh wi learn bout fields fi campaigns, creatives, bids, audiences, an' conversions, an' how fi export an' join dem wid 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 signalsDis section explore audience an' interest data from analytics, ad platforms, an' APIs. Yuh wi learn how inferred interests, affinity groups, custom audiences, an' lookalikes build an' how fi activate dem in campaigns.
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 flagsDis section cover privacy an' identifier variables dat link events to people. Yuh wi learn bout user IDs, cookies, hashed emails, mobile ad IDs, an' consent flags, an' how fi design compliant identity strategies.
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 bucketsDis section cover engagement scores an' cohort indicators dat summarize user behavior. Yuh wi learn how fi design scorin' models, define frequency buckets, track churn risk, an' build cohorts fi lifecycle an' retention 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, returnsDis section detail CRM an' transaction system data. Yuh wi learn how profiles, orders, returns, an' lifetime value structure, an' how fi connect dese records to marketing platforms fi targetin' an' 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)Dis section focus on web analytics data, especially Google Analytics an' GTM. Yuh wi learn key metrics, event structures, traffic source fields, an' how fi design trackin' plans dat support marketing an' 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
