Exam Preparation Guide: Adobe Target Business Practitioner - Certified Expert AD0-E406

Introduction

The Adobe Certified Expert - Business Practitioner exam guide provides potential candidates with information they need to prepare for the certification exam.

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Exam Guide Sections:

Minimum candidate experience
Intended audience
Exam information
Exam objectives and scope
Online practice test
Preparing for the exam

Minimum Candidate Experience

At a minimum, the candidate seeking to become certified as a Target Business Practitioner has:

Typically 2+ years’ experience with optimization platforms, including Adobe Target
Hands-on experience with Adobe Target
Typically 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 (1) to understand and translate business KPIs into optimization goals and (2) 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 (e.g., ITP, GDPR/CCPA, SPA)
An understanding of how Recommendation Activities can be used as a solution

The candidate 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

Intended Audience

Potential candidates for this credential are members of the following teams/organizations:

Optimization
Personalization
Analytics
Digital and product marketing

Exam Information

Exam number: AD0-E406
Exam name: Adobe Target Business Practitioner
Certificate level: Certified Expert
Status: Active
Available languages: English
Number of questions: 68
Formats: Multiple choice and multiple select
Duration: 136 minutes
Delivery: Online proctored (requires camera access) or test center proctored
Passing mark: 46/68
Price: $225 USD / $150 USD (India)

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Exam Objectives and Scope

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 (i.e., 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

Online Practice Test

We are excited to offer free practice tests and provide a detailed coaching report upon completion of each one. You will have unlimited access to all available practice tests for Adobe’s expert-level exams. Our practice tests are developed from the same blueprints as the live exams, so they can help you gauge how you are doing in each topic area. However, taking a practice test does not guarantee that you will pass the certification exam.

Go to the Adobe Credential Management System to launch a practice test.

Go to the Scheduling Page > Practice Tests > Adobe Certification Prep Portal > click on Launch Adobe Exam Prep Portal (on the far-right side).

How to Prepare for the Exam

You are not required to complete training before taking the exam, and training alone will not provide you with the knowledge and skills required to pass the exam. A combination of training and successful, on-the-job experience are critical to providing you with the repository needed to pass the exam. Here are some suggested resources to help you prepare:

Section 1: Planning and Strategy

Section 2: Configuring, Executing, and Managing

Section 3: Analyzing and Reporting

Section 4: Troubleshooting

Questions?

Please contact the Adobe Credential Program Customer Support team.

The content of this exam guide is subject to changes and updates. Last update February 2023.

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