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

Adobe certification exams are developed with the participation of

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developing fair and valid tests. Visit our FAQ page for more
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Exam Guide Sections:

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

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 only)
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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

Familiarity 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

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

Preparing 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.

Recommended Preparation:

 Adobe Target Product Documentation

 Adobe Target Learn and Support

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 April 2021.
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