Hero decoration
Hero decoration
Analytics Academy

The right place
to learn analytics

Learn from top industry experts and level-up your analytics knowledge - for free.
  • 6 courses
  • 38 lessons
  • Real-life examples and data
Thanks! You'll be hearing from us soon.
Browse courses online Browse courses
Analytics Academy
Icon skew line

A quick preview of what you’ll learn
from our courses

Our handcrafted courses include basics of analytics as well as more advanced processes and strategies, to help your business grow faster. Our handcrafted courses include basics of analytics as well as more advanced processes and strategies, to help your business skyrocket in no time!

Courses

Course icon
Course 1 7 Lessons
Intro to analytics

In this course you’ll learn:

Lesson 1
4 min. read

Choosing metrics that matter

Everyone loves their wall-mounted dashboards, but we rarely pick the right metrics to track. And tracking the wrong metrics is almost as bad as tracking nothing at all. Here's what you need to know about selecting actionable metrics.
Lesson 2
3 min. read

How to think about analytics

You need to think about analytics differently. In this lesson, you'll learn what a successful analytics process looks like and how to do it yourself.
Lesson 3
4 min. read

Making the most of your customer data

Customer data is becoming useful in more and more tools—analytics, sending personalized emails, running A/B tests, etc. But this introduces some complexity in data management. Here are best practices in maintaining consistent and high-quality customer data, so you can focus on growing your business.
Lesson 4
4 min. read

Measuring product-market fit

In this lesson, you'll learn how to use analytics to quantify product-market fit. As we learned the hard way, this knowledge can save you years of time and hundreds of thousands of dollars.
Lesson 5
5 min. read

The analytics quickstart guide

Getting the right message to the right person at the right time requires that your tools are working off the right audiences. While 1:1 communication may be out of the question as you scale. It doesn't mean you can't engage users in personal and relevant ways. Check out this lesson to learn more about the audiences that every B2C and B2B company can use to guarantee high engagement.
Lesson 6
3 min. read

When to use SQL for analysis

There comes a day where your existing analytics tools won’t be able to answer your questions. But for a while, out-of-the-box analytics tools are all you need. When should you level up to SQL? When you hit one of these blockers.
Lesson 7
4 min. read

Why you should own your data

Though the sharing economy is ushering us into a world of letting foreigners sleep in your bed, riding in cars with strangers, and generally eschewing the notion of “ownership,” we strongly believe that when it comes to analytics data, you should own it.
Course icon
Course 2 8 Lessons
Collecting the right data

In this course you’ll learn:

Lesson 1
3 min. read

Customer data and the GDPR

Regulations like the GDPR give your customers new rights over how you collect and process their data. Make sure you’re prepared to respect your customers’ rights and their privacy.
Lesson 2
4 min. read

How to create a tracking plan

When getting started with analytics, the most successful teams front-load the planning. Forming a hypothesis and setting goals help determine the metrics to measure and the events to track. Here's how a tracking plan can help you succeed.
Lesson 3
2 min. read

Leveraging interaction data

Connect certain Destinations as Sources to leverage additional signals about customer engagement
Lesson 4
4 min. read

Naming conventions: one step towards clean data

To speed up your time to insight, you should enforce a naming convention when instrumenting analytics. In this lesson, we’ll go over why you need a naming standard and our preferred approach, the object-action framework.
Lesson 5
2 min. read

Scalable data governance

High-quality data requires alignment, validation, and enforcement. Learn what it takes to keep your customer data squeaky clean.
Lesson 6
4 min. read

The anatomy of a `.track()` call

You can answer anything and keep your analytics scope manageable if you include the right data in your `.track()` call. We’ll provide examples and reveal a little bit about what is going on beneath the hood.
Lesson 7
2 min. read

Tracking plans for B2B companies

Learn how to setup your tracking if you are a business that sells to other businesses.
Lesson 8
5 min. read

When to track on the client vs. server

When deciding whether to track users on the server or on the client, there are many gotchas and factors to consider. Here is a short guide with pros and cons of each.
Course icon
Course 3 7 Lessons
Choosing the right stack

In this course you’ll learn:

Lesson 1
5 min. read

How stacks evolve

Founders always ask us to recommend the “ideal” growth stack for startups. While this will vary among startups, we’ve identified a few stack trends across fast-growing startups that are valuable to know in the early stages.
Lesson 2
5 min. read

How to choose the best attribution provider

You need to know what marketing campaigns are working so you can do more of them, but how? Learn about the attribution vendor landscape with insights on what tool might be best for your team.
Lesson 3
3 min. read

How to choose the best performance monitoring tool

Performance issues destroy your customer experience. So stop them in their tracks! This lesson will give you insight into the performance monitoring vendor landscape and walk through some key considerations when it comes to selecting the right tool for your business.
Lesson 4
4 min. read

How to choose the right business intelligence tool

This lesson will give you a framework for evaluating BI tools and share details on some of the key players in the market.
Lesson 5
5 min. read

How to choose the right data warehouse

Choosing the right data warehouse for your business is no easy task. Not only are there quite a few options on the market, but each has a slightly different set of features to consider. Continue your journey through Analytics Academy to see which one is right for you!
Lesson 6
3 min. read

How to navigate the sea of customer data tools

There are nearly 7,000 customer data tools to choose from and it can be overwhelming. In this lesson, you’ll learn how to think about selecting a tech stack for your needs today versus those you’ll need tomorrow.
Lesson 7
5 min. read

How to choose the right email service provider

There are a number of solid email service providers to choose from. How do you decide which is the best for your team, user base, and budget? This lesson will give you insight into the vendor landscape and walk through some key considerations when it comes to selecting an email tool.
Course icon
Course 4 5 Lessons
Building a data driven company

In this course you’ll learn:

Course icon
Course 5 7 Lessons
Grow using data

In this course you’ll learn:

Lesson 1
5 min. read

Boosting return on ad spend

To drive continued and sustained growth, you need to get digital advertising right. A good indicator that you’ve done that is a strong return on ad spend (ROAS). In this chapter, we’ll cover some tips and tricks that will help you maximize your ROAS and keep those new users flowing in.
Lesson 2
6 min. read

Finding growth opportunities in your product with data

How to think about increasing product adoption, the different possible levers of growth, and the tools available.
Lesson 3
7 min. read

How to create the best audiences for your campaigns

Getting the right message to the right person at the right time requires that your tools are working off the right audiences. While 1:1 communication may be out of the question as you scale, it doesn’t mean you can’t engage users and personal and relevant ways. Check out this lesson to learn more about the audiences every B2C and B2B company can use to guarantee high engagement.
Lesson 4
6 min. read

Identify your company’s growth model

This lesson walks through what a growth model is, some great examples, and most importantly how to identify and build your own growth model.
Lesson 5
2 min. read

Personalize your campaigns with your data warehouse

Make your marketing campaigns even more powerful by importing data from your data warehouse using Personas SQL Traits.
Lesson 6
5 min. read

The quickest wins in SEO

Want to punch above your weight in the SEO game? This lesson will walk through some quick wins when it comes to your SEO strategy, from quick technical fixes to ongoing optimization strategies.
Lesson 7
3 min. read

Three simple email campaigns that can help improve retention

If you could boost conversion 30% for $50 a month, would you? Check out these three quick and easy email campaigns that every company should try running in order to successfully onboard and engage more of your users.
Course icon

In this course you’ll learn:

Lesson 1 4 min. read

Choosing metrics that matter

Everyone loves their wall-mounted dashboards, but we rarely pick the right metrics to track. And tracking the wrong metrics is almost as bad as tracking nothing at all. Here's what you need to know about selecting actionable metrics. Icon arrow
Lesson 2 3 min. read

How to think about analytics

You need to think about analytics differently. In this lesson, you'll learn what a successful analytics process looks like and how to do it yourself. Icon arrow
Lesson 3 4 min. read

Making the most of your customer data

Customer data is becoming useful in more and more tools—analytics, sending personalized emails, running A/B tests, etc. But this introduces some complexity in data management. Here are best practices in maintaining consistent and high-quality customer data, so you can focus on growing your business. Icon arrow
Lesson 4 4 min. read

Measuring product-market fit

In this lesson, you'll learn how to use analytics to quantify product-market fit. As we learned the hard way, this knowledge can save you years of time and hundreds of thousands of dollars. Icon arrow
Lesson 5 5 min. read

The analytics quickstart guide

Getting the right message to the right person at the right time requires that your tools are working off the right audiences. While 1:1 communication may be out of the question as you scale. It doesn't mean you can't engage users in personal and relevant ways. Check out this lesson to learn more about the audiences that every B2C and B2B company can use to guarantee high engagement. Icon arrow
Lesson 6 3 min. read

When to use SQL for analysis

There comes a day where your existing analytics tools won’t be able to answer your questions. But for a while, out-of-the-box analytics tools are all you need. When should you level up to SQL? When you hit one of these blockers. Icon arrow
Lesson 7 4 min. read

Why you should own your data

Though the sharing economy is ushering us into a world of letting foreigners sleep in your bed, riding in cars with strangers, and generally eschewing the notion of “ownership,” we strongly believe that when it comes to analytics data, you should own it. Icon arrow
Course icon

In this course you’ll learn:

Lesson 1 3 min. read

Customer data and the GDPR

Regulations like the GDPR give your customers new rights over how you collect and process their data. Make sure you’re prepared to respect your customers’ rights and their privacy. Icon arrow
Lesson 2 4 min. read

How to create a tracking plan

When getting started with analytics, the most successful teams front-load the planning. Forming a hypothesis and setting goals help determine the metrics to measure and the events to track. Here's how a tracking plan can help you succeed. Icon arrow
Lesson 3 2 min. read

Leveraging interaction data

Connect certain Destinations as Sources to leverage additional signals about customer engagement Icon arrow
Lesson 4 4 min. read

Naming conventions: one step towards clean data

To speed up your time to insight, you should enforce a naming convention when instrumenting analytics. In this lesson, we’ll go over why you need a naming standard and our preferred approach, the object-action framework. Icon arrow
Lesson 5 2 min. read

Scalable data governance

High-quality data requires alignment, validation, and enforcement. Learn what it takes to keep your customer data squeaky clean. Icon arrow
Lesson 6 4 min. read

The anatomy of a `.track()` call

You can answer anything and keep your analytics scope manageable if you include the right data in your `.track()` call. We’ll provide examples and reveal a little bit about what is going on beneath the hood. Icon arrow
Lesson 7 2 min. read

Tracking plans for B2B companies

Learn how to setup your tracking if you are a business that sells to other businesses. Icon arrow
Lesson 8 5 min. read

When to track on the client vs. server

When deciding whether to track users on the server or on the client, there are many gotchas and factors to consider. Here is a short guide with pros and cons of each. Icon arrow
Course icon

In this course you’ll learn:

Lesson 1 5 min. read

How stacks evolve

Founders always ask us to recommend the “ideal” growth stack for startups. While this will vary among startups, we’ve identified a few stack trends across fast-growing startups that are valuable to know in the early stages. Icon arrow
Lesson 2 5 min. read

How to choose the best attribution provider

You need to know what marketing campaigns are working so you can do more of them, but how? Learn about the attribution vendor landscape with insights on what tool might be best for your team. Icon arrow
Lesson 3 3 min. read

How to choose the best performance monitoring tool

Performance issues destroy your customer experience. So stop them in their tracks! This lesson will give you insight into the performance monitoring vendor landscape and walk through some key considerations when it comes to selecting the right tool for your business. Icon arrow
Lesson 4 4 min. read

How to choose the right business intelligence tool

This lesson will give you a framework for evaluating BI tools and share details on some of the key players in the market. Icon arrow
Lesson 5 5 min. read

How to choose the right data warehouse

Choosing the right data warehouse for your business is no easy task. Not only are there quite a few options on the market, but each has a slightly different set of features to consider. Continue your journey through Analytics Academy to see which one is right for you! Icon arrow
Lesson 6 3 min. read

How to navigate the sea of customer data tools

There are nearly 7,000 customer data tools to choose from and it can be overwhelming. In this lesson, you’ll learn how to think about selecting a tech stack for your needs today versus those you’ll need tomorrow. Icon arrow
Lesson 7 5 min. read

How to choose the right email service provider

There are a number of solid email service providers to choose from. How do you decide which is the best for your team, user base, and budget? This lesson will give you insight into the vendor landscape and walk through some key considerations when it comes to selecting an email tool. Icon arrow
Course icon

In this course you’ll learn:

Course icon

In this course you’ll learn:

Lesson 1 5 min. read

Boosting return on ad spend

To drive continued and sustained growth, you need to get digital advertising right. A good indicator that you’ve done that is a strong return on ad spend (ROAS). In this chapter, we’ll cover some tips and tricks that will help you maximize your ROAS and keep those new users flowing in. Icon arrow
Lesson 2 6 min. read

Finding growth opportunities in your product with data

How to think about increasing product adoption, the different possible levers of growth, and the tools available. Icon arrow
Lesson 3 7 min. read

How to create the best audiences for your campaigns

Getting the right message to the right person at the right time requires that your tools are working off the right audiences. While 1:1 communication may be out of the question as you scale, it doesn’t mean you can’t engage users and personal and relevant ways. Check out this lesson to learn more about the audiences every B2C and B2B company can use to guarantee high engagement. Icon arrow
Lesson 4 6 min. read

Identify your company’s growth model

This lesson walks through what a growth model is, some great examples, and most importantly how to identify and build your own growth model. Icon arrow
Lesson 5 2 min. read

Personalize your campaigns with your data warehouse

Make your marketing campaigns even more powerful by importing data from your data warehouse using Personas SQL Traits. Icon arrow
Lesson 6 5 min. read

The quickest wins in SEO

Want to punch above your weight in the SEO game? This lesson will walk through some quick wins when it comes to your SEO strategy, from quick technical fixes to ongoing optimization strategies. Icon arrow
Lesson 7 3 min. read

Three simple email campaigns that can help improve retention

If you could boost conversion 30% for $50 a month, would you? Check out these three quick and easy email campaigns that every company should try running in order to successfully onboard and engage more of your users. Icon arrow

Get every lesson
delivered to your inbox

Enter your email below and we’ll send Analytics Academy lessons directly to you so you can learn at your own pace.
Thanks! You'll be hearing from us soon.
Get every lesson
Icon skew line

We empower every
team with good data

Segment is the best infrastructure for your customer data. We collect user events from your web & mobile apps and provide a complete data toolkit to every team in your company.
Segment is a customer data platform that helps your entire company become analytics experts. We collect user events from your web and mobile apps, and make it possible for every team to use that data to make decisions, power tools, and drive growth.

The best companies are built on unified customer data

Logo IBM Logo Digital Ocean Logo Atlassian
Logo Trivago Logo Levis Logo Fox
Get every lesson Get every lesson

Get every lesson
delivered to your inbox

Enter your email below and we’ll send Analytics Academy lessons directly to you so you can learn at your own pace.
Thanks! You'll be hearing from us soon.