amitdusane.com

Amit G Dusane

Adobe Experience Platform architect · Customer Journey Analytics practitioner · digital analytics

I have watched this platform change shape for sixteen years. That is the whole reason this site exists.

Why this site exists

Almost all of my sixteen years in digital analytics have gone into Adobe Analytics, and in recent years into the wider Experience Platform stack that has grown around it: the Web SDK and the Edge, XDM and datastreams, and Customer Journey Analytics. Most of that time I have spent explaining it, to developers, to marketers, and to stakeholders who needed a decision rather than a feature list.

What I kept running into is that the documentation answers how, and the question in the room is nearly always why. Why does this feature exist, what problem was it built for, and what does it cost you to get the decision wrong. Those answers were in my head and in my notes, and nowhere a stranger could reach them. That is what these guides are: the reasoning, written down, free to read, and meant to sit beside the official documentation rather than in front of it.

I also write them to think properly. Explaining something to somebody who does not already know it is the fastest way to find the parts you only half understood.

The platform I grew up with

My career covers the full arc, from Omniture SiteCatalyst to the Web SDK and the Experience Platform. I have implemented, migrated or rebuilt on every side of these transitions:

  • Hand-coded JavaScriptTag management
  • DTMAdobe Launch
  • AppMeasurementWeb SDK
  • Excel plug-in reportingAnalysis Workspace
  • Reports & AnalyticsWorkspace projects
  • Ad Hoc AnalysisRetired into Workspace
  • Pathing reportsFlow visualisations
  • SAINT classificationsClassification sets
  • Marketing ChannelsAttribution IQ

Alongside those, the parts that did not get replaced so much as deepened: Data Warehouse and data feeds, and segmentation as it grew from a filter into the thing half of Workspace now rests on.

Having been there for the transitions is not nostalgia. It is why I can tell you why a feature behaves the way it does, which constraint it was built around, and which of its rough edges are deliberate. That is the difference between knowing the current screen and understanding the system underneath it.

Certifications

  • Adobe Customer Journey Analytics Business PractitionerAD0-E608
  • Adobe Analytics Developer ExpertAD0-E209

Where I have worked

Senior consulting, architect and leadership roles, including seven years inside Adobe itself:

  • Adobe Systems
  • Accenture
  • Publicis Sapient
  • Hexaware
  • Syntel
  • Ogilvy
  • Franklin Templeton
  • eClerx

The work has been designing and leading Adobe Analytics and Experience Platform implementations, defining data models and governance that last, turning business requirements into something a developer can build, and mentoring the teams who take it over afterwards.

Get in touch

Questions about a guide, a topic you would like to see covered, or an implementation you are stuck on.