Adobe Target - Business Practitioner Expert Certification

Exam details	Level: Expert (1-3 years’ experience) Passing Score: 46/68 Time: 136 mins Delivery: Online proctored (requires camera access) Available languages: English, Japanese Cost: $225 (global) / $150 (India) Exam ID: AD0-E406 (English), AD0-E406-J (Japanese)
Intended audience	The intended candidates for this certification include members of the following teams/organizations: Optimization Personalization Analytics Digital and product marketing
Minimum experience	You should have: 2+ years’ experience with optimization platforms, including Adobe Target Hands-on experience with Adobe Target 2+ years’ experience leading/contributing to optimization programs An understanding of basics of Target/Adobe Marketing Cloud administrative tasks (preferences, user roles and permissions, settings) The ability to understand and translate business KPIs into optimization goals The ability to make suggestions based on needs assessment The ability to determine the appropriate Adobe Target activity types based on optimization goals Knowledge of how HTML and CSS can be used to optimize the user experience Understanding of JavaScript as a concept The knowledge of statistical concepts and data analysis as it applies to optimization An in-depth knowledge of the three-step workflow (experiences, targeting, goals and settings, including all reporting sources) The ability to translate Activity reporting results into actionable insights and suggestions An understanding of the impact of changing technologies on Target (ITP, GDPR/CCPA, SPA) An understanding of how Recommendation Activities can be used as a solution Additionally, you should be familiar with the following technologies and environments: Technologies: Marketing cloud debugger/also called Adobe Experience Cloud debugger Adobe Analytics as a reporting source for Target specifically A4T integration Browser’s console/Browser developer tools such as console, network tab Network tools in browser Basic understanding of other Adobe Tools Developer Console (any web browser) Adobe Target sample calculator Adobe Audience Manager fundamentals Adobe Experience Cloud (as audience source for Target) Adobe Experience Manager Basic knowledge of terminology used in statistics as related to Target Basic knowledge of cookies behavior How to read a Solution Design Reference Environments: Desktop/Website including desktops and mobile devices Mobile App (basic understanding)/Use of Target for mobile devices Staging-development Production Production environments across mobile devices, tablet devices and desktop devices Related hosting platforms Use of target for single page applications Email
Exam objectives and scope	This section provides information on the exam content. Section 1: Planning and strategy (31%) Identify business KPIs and successfully translate these into optimization goals given key business requirements Identify opportunities for optimization based on business KPIs and data analysis Prioritize test ideas based on business needs, level of effort, and potential for lift Based on the Adobe Sample Size Calculator, determine how variables impact the activity Construct test hypotheses based on a given scenario and identify hypotheses elements Analyze a test hypothesis based on a given scenario and identify aspects of a valid hypothesis Determine KPI-based primary and secondary success metrics Assess audience requirements Determine the appropriate analytics reporting sources (that is, Target or Adobe Analytics) Section 2: Configuring, executing and managing (42%) Explain the use of Form-Based Experience Composer vs. the Visual Experience Composer Apply procedures to create an experience using VEC Apply procedures to create an experience using Form-Based Composer Apply procedures to manage experiences within an experience composer Describe the workflow that applies to creating Target Activities Apply procedures to create an A/B test activity Apply procedures to create an XT activity Apply procedures to create an MVT activity Understand how AP is used for solutions Apply procedures to create a Recommendation activity Apply procedures to create an Audience in Target Apply procedures to set Goals and Settings Apply procedures to conduct Activity QA Apply procedures to manage Activities and Audiences within Target Section 3: Analyzing and reporting (17%) Define and evaluate report settings to help set the elements that appear in a report Evaluate and compare Adobe Target Sample Size Calculator settings when both planning Target activities and validating Target activities reports Evaluate and identify common problems associated with A/B testing and how to avoid them Understand how Automated Personalization Summary reports differ from other reports Evaluate Experience Performance reports (MVT) Determine the winning variation based on the observed lift, confidence levels and business objectives Section 4: Troubleshooting (10%) Diagnose activity qualification issues Use browser debugging tools (including Experience Cloud Debugger) to verify implementation Verify metrics and reporting