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Adobe announces analytics curriculum for education to develop digital skills

Adobe is introducing the Adobe Analytics Curriculum for Education, a global program designed to develop data analytics skills for the future workforce. Students and professors can use the industry-leading Adobe Analytics platform, for example, to learn more about sensible use of data in business decisions and to develop skills for starting a career in data science, marketing and product management. The program expands the Adobe Creative Campus application, which already supports the digital skills of teachers and students with the possibilities of the Creative Cloud.

‘Our society and especially the economy in particular is digitising rapidly and generating more and more data. The ability to properly analyse and interpret this emergence is becoming increasingly essential in a wide variety of industries and occupations. Data helps to identify correlations and emerging trends, to better understand patterns or customer preferences and to be able to make informed decisions. And the whole thing taking into account the current possibilities of artificial intelligence. With the Adobe Analytics Curriculum for Education, we offer students a unique opportunity to develop and expand skills in this area at an early stage in order to ensure optimal preparation for their professional future,’says Christoph Kull, Managing Director and VP Central Europe at Adobe.

The program emerged from the Adobe Analytics Challenge initiated in 2005. The competition gives students the chance to work with real data and solve business challenges from popular companies such as Nike, Major League Baseball and Sony Playstation. Previous participants have already used this experience to start their careers at The Home Depot, Boston Consulting Group, Amazon or non-profit organisations such as Learning Forward. This aroused the interest of numerous university professors in including this challenge in a course.

Faculty at the University of Wisconsin-Madison, the University of Utah, and the University of Michigan worked with Adobe to design the curriculum to make the program accessible to every college and university.

‘The pandemic has changed the economy and exposed consumers to a purely digital reality. This is forcing companies to change now and look for new types of talent. The digital skills students learn in Adobe’s program will help them be more successful in industries like marketing,’said Neeraj Arora, professor of marketing at the University of Wisconsin-Madison.

‘The ability to deliver great digital experiences is critical for corporations, government agencies and small businesses alike,’ said Paul Hu, Chair Professor at the David Eccles School of Business. ‘Today, data is a valuable asset in the digital economy. The Adobe Analytics Curriculum for Education will play an important role in equipping students with new skills for qualified career opportunities.’

Dr. Alexander Grous, lecturer and researcher at the Department of Media and Communications at the London School of Economics, emphasises how important it is to train the next generation with industry-relevant analytical skills: ‘In order to be able to work successfully in an increasingly digital world, state-of-the-art analytical skills are required Skills essential. These skills are therefore in great demand among companies that need to do more with their data for economic wellbeing. Our current study with Adobe shows that speed, agility and personalisation are key to keeping pace with customer expectations and anticipating their behaviour. Companies that employ employees with strong analytical skills have the best chance of being successful.’

The program includes four core modules that can be incorporated into any curriculum. The participants get access to a sandbox environment that enables them to use Adobe Analytics with extensive demo data. With the application, students can work independently or lecturers can integrate individual modules into their courses.

The modules concentrate on the following content:

Data acquisition: Companies need to receive data from various sources and different departments, e.g. Linking marketing, customer service, sales or human resources – all of this requires adequate management and data protection controls. In this module, students learn the basics of data acquisition, storage and cleansing, as well as data implementation.

Data strategy and architecture: As soon as data is collected, it must be integrated into a structure in order to make it usable throughout the company. Students can combine metrics with one another to e.g. Understand how promotional offers on the Internet increase visitor numbers in stores. In addition, key performance indicators can be defined in order to find out more about the design of target structures.

Standard Metrics and Functionality: This module focuses on reporting and how data is presented within a company, including marketing, product development, eCommerce and design. In addition to the meaning of numbers, students are also explained the process between findings and the resulting measures.

Analysis basics: With the “Analysis Workspace” drag-and-drop interface in Adobe Analytics, users can manage a wide variety of data sets and uncover data anomalies. This module gives participants the opportunity to curate data, collaborate with others, create new visualisations, and gain insights that will advance business goals.

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