Introduction
This study guide provides interested candidates with detailed descriptions and recommendations for preparing to take the Adobe Certified Expert – Campaign Classic Business Practitioner exam. Adobe certification exams are developed with the participation of subject matter experts worldwide, following industry standards in developing fair and valid tests. Visit our FAQ page for more information.
Certificate purpose
An official Adobe Certified designation acknowledges your established expertise to help current and future business clients succeed. Certification demonstrates to the marketplace that you're able to perform a job role using Adobe's leading solutions. Get recognized for your expertise with Adobe products and differentiate yourself from the crowd. The exam validates skills and knowledge covering the most critical and frequently performed tasks at the Professional level.
Solution partner program
Partners that are part of the SPP program and have bronze and above status qualify for a 33% discount on all certification exam pricing. Email spphelp@adobe.com to request your discount(s).
Where to start? Check out the Partner Learner Journey from the Adobe Solution Partner Program today.
Exam Guide Sections:
- Intended audience
- Minimum candidate experience
- Why get the certification?
- How to use the study guide
- Exam Information
- What to Expect During the Exam
- Recommended Preparation
- Exam Scope
Intended Audience
The study guide is intended for candidates with broad experience in Campaign Classic Business Practitioner as a Business consultant, Interaction manager, or Business practitioner. Typical roles of candidates preparing for this certificate include:
- Business consultant
- Business analyst
- Interaction manager
- Campaign manager
- Database marketer
- Business practitioner
Minimum Candidate Experience
At a minimum, the candidate seeking to become certified as a Campaign Classic Business Practitioner - Certified Professional has:
- Interpreting/translating business requirements to actionable Campaign deliverables
- Experience with marketing metrics such as ROI, click-through rates, and conversion
- An understanding of typology application, access management, web technologies and database marketing
- An awareness of the legal and ethical guidelines for marketing
Why get the certification?
Certified Campaign Classic Business Practitioner Expert have demonstrated a level of proficiency with Audience creation that makes them trusted advisors. In a recent survey, three out of four Adobe Certified individuals report that certification has had a positive impact on their reputations, and 96% would recommend certification to colleagues. Having an Campaign Classic Business Practitioner sets you apart.
How to use the study guide
Each section of this guide is labeled for easy identification. Read the entire guide for general understanding of the test and how to prepare for it. Each section of the exam has a different number of questions, so divide your study time appropriately. For each exam section, there are suggested resources for further training and information. Review the documentation, videos, and courses recommended at your own pace. These are given as a guide, and there are many more resources available on Adobe Experience League site.
Exam Information
- Exam number: AD0-E314
- Exam name: Adobe Campaign Classic Business Practitioner
- Certificate level: Certified Expert
- Status: Active
- Available languages: English
- Number of questions: 50
- Formats: Multiple choice and multiple select
- Duration: 120 minutes
- Delivery: Online proctored (requires camera access) or test center proctored
- Passing mark: 31/50
- Price: $225 USD / $150 USD (India)
What to Expect During the Exam
Once you register, you will receive a confirmation email with detailed instructions on your exam. For those who go to an in-person testing center, there will be strict controls in place including verification of tester identification, and no purses, bags, cell phones or outside papers allowed in the test area. Please read the instructions carefully before going to the testing center.
Remote exams are available and require a careful preparation of your work area. You will need a functioning web cam, a clear desk (no papers or extra monitors allowed). After registering, you will receive detailed information on the protocols for remote testing. Before you begin your exam, the online proctor will review the protocols again and verify that your workspace is clear.
There are no refunds for candidates who are dismissed from an exam for not adhering to the remote or in-person testing guidelines.
Are you ready to schedule your exam? Click here.
Recommended Preparation
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.
For partners, training options are available in the Partner Learner Journeys.
Need more training? Visit Adobe Workfront One for learning paths, single-topic videos, extensive documentation, and user forums.
Exam Scope
The exam covers six domains: Campaign Management, Workflow Management, Data Management, Reporting, Delivery Management, and Administration. Each section below lists documentation and videos that will cover the information related to the exam. When following a Learning Path, there are also guides and documentation to supplement the course. Reviewing these is a good way to reinforce your knowledge. The organization and breakdown of the exam sections is as follows.
Section 1: Campaign Management (14%)
1.1 Apply best practices to build a campaign
Adobe Campaign relies on external databases. It has no limitation on the size of tables. To optimize performance, large tables need to have a specific design. Below are the ways to optimize the database design for larger volumes.
- Size of tables:- It is a best practice to design large tables with fewer fields and more numeric data.
- Choice of Data Types:- A large table should have mostly numeric fields and contain links to reference tables.You can use "expr" attributes to avoid duplicating fields. The "XML" type is a good trick to avoid creating too many fields.
- Choice of fields:- The drivers to ensure that a field is required to be stored in a table are targeting purpose or personalization purpose. You have to consider that this field is useless and takes up disk space for nothing.
- Choice of keys:- Efficient keys are essential for performance. Numeric data types should always be preferred as keys for tables.
- Indexes:- Indexes should be limited in size and number because this impacts the performance during the insertion of data.
Recommended preparation for more information:
- Documentation: Build a campaign Process Learning Path
1.2 Given a scenario, determine the correct campaign template
A delivery configuration can be saved in a delivery template in order to be re-used. The template may contain a complete or partial configuration of the delivery.
The delivery template may be executed manually. Delivery templates can be configured via the Resources > Templates > Delivery templates node in the tree.
There are two types of template:
- Adobe Campaign native delivery templates :- Native templates MUST NOT be deleted from the system. They include a minimum configuration for each delivery channel. Native scenarios appear in bold in the list of templates. They must be duplicated in order to modify them.
- Predefined delivery templates :- The Adobe Campaign administrator can create new delivery templates. They can be reused by operators or automatically by server processes.
When creating a Landing Page type Web application, the user can choose any one templates.
Recommended preparation for more information:
- Documentation: Delivery Template Learning Path
1.3 Explain the importance of typologies
Typologies are sets of typology rules, that are executed during the message analysis phase. They allow you to make sure your emails always contain certain or filtering rules to exclude groups from your intended target.
With Adobe Campaign you can design and apply four types of typology rules:
- Filtering rules which let you exclude part of the target based on criteria.
- Pressure rules which let you control marketing fatigue.
- Capacity rules which let you limit loads to guarantee optimal processing conditions.
- Control rules which let you check the validity of messages before they are sent.
Once they have been created, typology rules are grouped in campaign typologies
Steps to create and apply a typology to your deliveries are listed below:
- Create typology rules.
- Create a typology and reference the rules you created into it.
- Configure your delivery to use the typology you created.
- Test and control the behavior through campaign simulations.
Recommended preparation for more information:
- Documentation: Get started with typologies and videos
1.4 Describe target mapping
Target mapping creation is necessary in two cases:
- if you use a recipient table other than the one provided by Adobe Campaign,
- if you configure a filtering dimension which is different from the standard targeting dimension on the target mapping screen.
The target mapping creation wizard will help you create all schemas required to use your custom table.
Recommended preparation for more information:
- Documentation: Target mapping creation
Section 2: Workflow Management (30%)
2.1 Evaluate a given set of campaign requirements and recommend the course of action
2.2 Given the Scenario, Analyze workflow errors
When an error occurs, the workflow is paused and the activity being executed when the error occurred flashes red. In the workflow overview, under the Monitoring tab .
Workflows link, you can display workflows with errors only.
In the Adobe Campaign Explorer, the workflow list displays a Failed column by default.
When a workflow is in error, the operator(s) belonging to the workflow supervision group are notified by email, as long as their email address is listed in their profile. This group is selected in the Supervisor(s) field of the workflow properties.
You can configure the workflow so that it does not pause and continues execution in case of errors. To do this, edit workflow Properties and, in the Error management section, select the Ignore option in the In case of error field.
Recommended preparation for more information:
- Documentation: Monitoring workflow execution
2.3 Given a set of campaign requirements, determine the correct design of a marketing workflow
Campaigns include actions and processes as well as resources. They are used in marketing campaigns. Campaigns are part of a program, and programs are included in a campaign plan.
To create a marketing campaign:
- Create a campaign: discover campaigns and their characteristics: label, type, start and end dates, budget, associated resources, manager and participants.
- Define target population: create a workflow with targeting queries.
- Create deliveries: select channel and define the content to be sent.
- Approve deliveries.
- Monitor deliveries.
Recommended preparation for more information:
- Documentation: Marketing campaigns workflow
2.4 Apply recommended practices in executing workflows
It is a best practice not to schedule a workflow to run more than every 15 minutes because it may impede overall system performance and create blocks in the database.
Avoid leaving your workflows in a paused state. If you create a temporary workflow, make sure it will be able to finish correctly and not stay in a paused state. If it is paused, it would imply that you need to keep the temporary tables and thus increase the size of the database. Assign Workflow Supervisors under Workflow Properties to send an alert when a workflow fails or is paused by the system.
To avoid having workflows in a paused state:
- Check your workflows on a regular basis to ensure there are no unexpected errors.
- Keep your workflows as simple as possible, for example by splitting large workflows in several different workflows. You can use External signal activities trigger their execution based on other workflows’ execution.
- Avoid having disabled activities with flows in your workflows leaving threads open and leading to many temporary tables that can consume a lot of space. Do not keep activities in Do not enable or Enable but do not execute states in your workflows.
Recommended preparation for more information:
- Documentation: Monitoring workflow execution
Section 3: Data Management (16%)
3.1 Explain the core concepts of relational databases (Cardinality, key management (PK/FK), enumerations
Cardinality:- – A link describes the association between one table and another. The various types of associations (known as “cardinalities”) are as follows:-
- Cardinality 1-1: one occurrence of the source table can have at most one corresponding occurrence of the target table.
- Cardinality 1-N: one occurrence of the source table can have several corresponding occurrences of the target table, but one occurrence of the target table can have at most one corresponding occurrence of the source table.
- Cardinality N-N: one occurrence of the source table can have several corresponding occurrences of the target table, and vice-versa.
Enumeration: –
An enumeration is a list of values suggested by the system to populate certain fields. Enumerations let you standardize the values of these fields and help with data input or use within queries.
The list of values appears as a drop-down list from which you can select the value to be entered in the field. The drop-down list also enables predictive input, where the operator enters the first few letters, and the application fills in the rest.
Recommended preparation for more information:
- Documentation: Core concepts of relational databases
3.2 Determine the different sources of data that a workflow can access
3.3 Identify the correct method to export data
A Workflows can be a useful way to automate some of your export processes or to export precise sets of data after using some of the available data management activities available to transform your data.
Export operations are performed using a Data extraction activity. For more on how to configure and use the activity,For more details refer this page Data extraction (file) | Adobe Campaign
Recommended preparation for more information:
- Documentation: What is the correct method to export data
3.4 Determine how to perform data investigation
3.5 Apply best practices to create lists
A list is a static set of profiles that can be targeted in delivery actions or updated during import operations or during workflow execution.
Lists are created and managed via the Lists link in the Profiles and targets tab.
Two types of lists are available in Adobe Campaign:
- Group Type
- List Type
Group type lists created via the Profiles and targets link must be based on the default Adobe Campaign profile table
To create lists containing other types of data, you must run a workflow
Linking data to a list can only been done with a Group type list.
Recommended preparation for more information:
- Documentation: Apply best practices to create lists
3.6 Apply the steps to configure a predefined filter
Predefined filters let you create eligibility rules for the target population that can easily be re-used during offer creation. They are specific to each environment and take the offer parameters into account.
To create a filter, apply the following process:
- Go to the Administration folder and select Pre-defined offer filters.
- Click New.
- Change the label to be able to identify the filter later.
- Select the field that the filtering condition will concern.
- Select an operator and a value if necessary, then save the query.
- Click Preview to view the result of the filter.
Recommended preparation for more information:
- Documentation: Predefined filter
Section 4: Reporting (8%)
4.1 Given a scenario, determine the appropriate report(s) to generate
To produce statistics on the data in your Campaign database, you can create reports and adapt their content and layout based on your needs. These reports can be shared with other operators.To create, publish and deliver an analysis report on your data, apply the following steps:
- Create a new report
- Collect the data to analyze
- Define the content of the report with the activities and their containers
- Configure the display options: display type, shared reports
- Publish the report (publication wizard)
- Convert the report: export, history, display in a browser
Recommended preparation for more information:
- Documentation: About reports creation in Campaign | Adobe Campaign
4.2 Interpret built-in reports
Adobe Campaign offers several types of reports, accessible via the customer console or an internet browser.
The following types of report are available:
- Reports on the entire platform
- Delivery reports
- Cumulated reports
You can access reports from the client console home page, the reports dashboard or the delivery list. The display mode of a report depends on its context. The list of main reports is available on the home page.
- To access Campaign built-in reports:
- Select the Reports tab of the Adobe Campaign interface.
- Use the search fields to filter the displayed reports.
- Then click the report you want to display.
- Click the Back link at the top of the screen takes you back to the list of reports.
Recommended preparation for more information:
- Documentation: About Campaign built-in reports | Adobe Campaign
4.3 Explain the impact of logs clean-up/purge to reporting
Section 5: Delivery Management (26%)
5.1 Apply the steps to create/configure deliveries
5.2 Select the appropriate proof audience for approvals
Approvals enable operators to make decisions governing a workflow or to confirm its continued execution. A message is sent to a group of operators and the workflow waits for a response before resuming . The workflow is not stopped and other operations can take place.
An approval can contain multiple options for the operator to choose. However, it is possible to restrict the number of choices to one in order to submit a task to be performed to an operator, such as performing targeting. The operator can then respond once the task is performed.
Recommended preparation for more information:
- Documentation: Defining approvals | Adobe Campaign
5.3 Apply the steps to set-up approvals
An Approval task requires the participation of an operator. The operator is assigned a task and can respond by email, using the Web page linked in the email message, or via the console
By default, approval is assigned to a group of operators. This group represents a role. Each operator in the group can answer, but only the first reply is taken into account.
You can assign the approval task to a single operator or a set of operators defined by a filter.
- To select a single operator, select the Operator value in the Assignment type field and select the relevant operator in the drop-down list of the Assignee field.
- You can define a query for filtering approving operators. To do this, select the Filter value in the Assignment type field and click the Advanced parameters
In the event of single approval, the transition corresponding to the choice of operator is activated and the task is finished: the other operators cannot reply.
In the event of multiple approvals, transitions corresponding to choice of each operator are enabled. task is finished when all operators of group have replied /when the task has expired.
Recommended preparation for more information:
- Documentation: Approval | Adobe Campaign
5.4 Analyze and interpret delivery audits
The Audit tab contains the delivery log and all the messages concerning the proofs. The Refresh button lets you update the data. Use the Filters button to define a filter on the data. Special icons enable you to identify errors or warnings. See Analyzing the delivery. The Proofs sub-tab lets you view the list of proofs that have been sent. You can modify the information displayed in this window by selecting the columns to be displayed.
Recommended preparation for more information:
- Documentation: Delivery dashboard | Adobe Campaign
Section 6: Administration (6%)
6.1 Describe the requirements and processes to manage users
Adobe Campaign allows you to assign a set of roles to your users to define which part of the interface they can access.
Administrators can manage users from the Admin Console. Users are then automatically synchronized with Adobe Campaign.
Administrators can manage users from the Admin Console. Users are then automatically synchronized with Adobe Campaign
Type of users
We will rather focus on how the different tasks in Adobe Campaign are split between three main user types:
- Functional administrators: among all your organization’s users, they are the most technical.
- Advanced users: they set up all the elements that marketers need to send and monitor their deliveries.
- Basic users: they are the marketers who personalize, deliver and monitor their campaigns.
Recommended preparation for more information:
- Documentation: Users management | Adobe Campaign
6.2 Describe the processes involved in managing the folder structure
Before you jump in and start uploading all your content, it’s wise to consider the folder structure you’ll use and particularly your file naming convention. It’ll likely save you time and having to redo tasks later. It’s best to coordinate these decisions across all groups.
To create a marketing campaign:
- Folder Hierarchy:- Folder hierarchy is important to you and your company for organizational purposes only — your Dynamic Media Classic URLs only reference the asset name, not the folder or path. Regardless of where you upload a file, the URL will be the same.
Another important consideration is the number of assets or folders to store in each folder. If many assets are stored in a folder, performance will degrade when viewing assets in Dynamic Media Classic. Do not store thousands of assets in a folder. Instead, develop an organizational hierarchy with fewer than around 500 assets or folders within a given branch of your hierarchy.
- Folder Strategies:- For your folder strategy consider what makes sense to your organization.
Here are some common folder naming scenarios:
- Mirror web site or product breakdown.
- SKU or Product ID based strategy.
- Brand strategy
Recommended preparation for more information:
- Documentation: Determine Your Folder Structure and File Naming Convention | Adobe Experience Manager
Questions and Inquiries?
Please contact the Adobe Credential Program Customer Support team.
The content of this exam guide is subject to changes and updates. Last update September 2021
Are you ready to schedule your exam? Click here.
This guide was prepared with
Adobe Workfront Partner of the Year 2020 and 2021