Exam details
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- Level: Professional (0-12 months’ experience)
- Passing Score: 31/50
- Time: 100 mins
- Delivery: Online proctored (requires camera access)
- Available languages: English, Japanese
- Cost: $125 (global) / $95 (India)
- Exam ID: AD0-E408 (English), AD0-E408-J (Japanese)
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Intended audience
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The intended candidates for this certification include members of the following teams/organizations:
- Optimization
- Personalization
- Analytics
- Digital and product marketing
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Minimum experience
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- 0-12 months experience with optimization platforms, including Adobe Target
- Supervised hands-on experience with Adobe Target
- 0-12 months experience leading/contributing to optimization programs
- Ability to identify basic Target/Adobe Marketing Cloud administrative tasks (preferences, user roles and permissions, settings)
- A basic knowledge of the three-step workflow (experiences, targeting, and goals and settings, including all reporting sources)
- The ability to read and understand Activity reporting results
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Exam objectives and scope
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This section provides information on the exam content.
Section 1: Planning and strategy (26%)
- Identify business KPIs
- Given a scenario of business KPIs and data analysis, identify opportunities for optimization
- Describe how variables impact an activity
- Construct test hypotheses based on a given scenario
- Identify hypotheses elements
- Describe KPI-based primary and secondary success metrics
- Given a scenario, assess audience requirements
- Describe appropriate analytics reporting sources (that is, Target or Adobe Analytics)
Section 2: Configuring, executing and managing (50%)
- Explain the use of Form-Based Experience Composer vs. the Visual Experience Composer
- Describe procedures to create an experience using VEC
- Describe procedures to create an experience using Form-Based Composer
- Describe procedures to manage experiences within an experience composer
- Describe the workflow that applies to creating Target Activities
- Given a scenario, apply procedures to create an A/B test activity
- Given a scenario, apply procedures to create an XT activity
- Given a scenario, apply procedures to create an MVT activity
- Identify how AP is used for solutions
- Identify when to use the Recommendation activity
- Describe procedures to create an Audience in Target
- Describe procedures to set Goals and Settings
- Describe procedures to conduct Activity QA
- Describe procedures to manage Activities and Audiences within Target
Section 3: Analyzing and reporting (16%)
- Describe settings to help set the elements that appear in a report
- Describe the difference in Adobe Target Sample Size Calculator settings between planning and validating
- Describe common problems associated with A/B testing
- Identify how Automated Personalization Summary reports differ from other reports
- Describe the features of Experience Performance reports (MVT)
- Describe best practices that should be followed in A/B testing execution
Section 4: Troubleshooting (8%)
- Given a scenario, identify activity qualification issues
- Identify the features of browser debugging tools (including Experience Cloud Debugger)
- Identify metrics and reporting
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