Adobe Campaign Business Practitioner Adobe Certified Expert Exam Guide. Exam number: 9A0-395

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1 Adobe Campaign Business Practitioner Adobe Certified Expert Exam Guide Exam number: 9A0-395 Revised 08 September 2016

2 About Adobe Certified Expert Exams To be an Adobe Certified Expert is to demonstrate expertise in helping clients realize value in an Adobe solutions. Adobe's Certification exams follow industry-accepted procedures to ensure validity and reliability. We work with industry experts to create our exams, which represent real-world requirements and objectives for the job roles we certify. This guide is designed to provide the recommendations needed to prepare for your Adobe Certified Expert exam, and help you determine when you are ready to take the exam. It will outline the knowledge and skills required of a "minimally qualified candidate" for a specific job role, which will be evaluated in the exam. How is the Campaign Business Practitioner Exam Structured? Number of questions: 46 Time limit: 75 minutes Passing score: 63% How Do I Register for the Exam? Our exams are delivered worldwide by Pearson VUE. Exam name: Adobe Campaign Business Practitioner Exam number: 9A0-395 Exam cost: $180 (US Dollars) To register for the exam at a Pearson VUE testing center: 1. Visit Adobe s landing page on the Pearson VUE website. 2. Sign in with your Pearson VUE account, or select "Create an Account" if you are new to Pearson VUE. 3. Select "View Exams" 4. Find and select your desired exam 5. Click on the Schedule this Exam button 6. Select "Schedule this Exam" 7. Choose a date and time for your exam 1

3 8. Click on Proceed to Checkout 9. Review and click the checkbox to agree to the exam policies, then click Next 10. Choose your method of payment. If you have a voucher or promotion code, Click on the Add Voucher or Promo Code and enter the voucher number into the text box and click Apply What topics are covered on the Adobe Campaign Business Practitioner exam? The tasks measured on the exam are grouped into the following domains: Installing, accessing, and navigating the Adobe Campaign client Planning marketing programs Segmenting campaign audiences Devising a contact strategy Configuring a delivery Executing and monitoring a campaign Measuring campaign results Within each domain, there are specific tasks that you should be able to perform as an Adobe Campaign Business Practitioner: Installing, accessing, and navigating the Adobe Campaign client You should be able to download and install the Adobe Campaign client, and add a connection to an environment. You should also be able to navigate the client console, and configure, sort and filter a list view. Planning marketing programs You should be able to create a campaign and also create a plan/program hierarchy. You should also be able to configure an approval cycle and configure a control group. In addition you should be able to add a seed list. Segmenting campaign audiences You should be able to create a campaign workflow and edit a query. You should also be able to combine and exclude populations, execute a workflow, and import a list. Devising a contact strategy You should be able to configure an A/B test. You should also be able to configure a multi-channel and a cross-.channel campaign. In addition you should be able to configure a recurring campaign. Configuring a delivery You should able to add a delivery to a campaign. You should be able to use the WYSIWYG editor to compose content and personalize content. In addition you should be able to send a proof and format an extraction file. 2

4 Executing and monitoring a campaign You should be able to approve steps in a campaign, execute a delivery in a campaign workflow, and monitor the delivery logs. Measuring campaign result You should be able to display reports, understand how report elements were calculated, and interpret report results. You should also be able to adjust campaign tactics. You should be able to write ad-hoc reports. Distribution of content covered on the exam: The questions on the exam are distributed as follows for each domain. (Note: each question carries the same weight and there is no partial credit for any question) Domain Percent of Exam Installing accessing and navigating the Adobe Campaign client 11% Planning marketing programs 13% Segmenting campaign audiences 22% Devising a contact strategy 13% Configuring a delivery 17% Executing and monitoring a campaign 11% Measuring campaign results 13% The Adobe Campaign Business Practitioner job role This exam is designed for individuals who are currently performing or have previous work experience with the job responsibilities of an Adobe Campaign Business Practitioner. The Minimally Qualified Candidate To pass the exam, you must possess the minimum level of knowledge, skills, and abilities required of an Adobe Campaign Business Practitioner, which are outlined below. Adobe Campaign Business Practitioner you should be able to perform the following tasks without any assistance: Plan marketing programs 3

5 Populate a delivery with content Personalize a delivery by using simple attributes Create and use a segment for targeting Send a proof of the delivery Execute campaigns Assess the success of a campaign based on available reports Configure control groups, seed addresses, and approval cycles Format an extraction file for direct mail Implement campaign tactics in the workflow (e.g. identifying responders, and identifying buyers) Import and export lists You should also be familiar with Microsoft Excel, using a web browser, and working in the Microsoft Windows environment. What is the typical job experience for minimally qualified candidates taking this exam? A minimally qualified Adobe Campaign Business Practitioner typically has the following work experience: Minimum 3+ years digital marketing experience with a minimum 1 year experience with Adobe Campaign. Minimum 1+ year database analysis skills. Familiar with marketing campaign tactics such as multi-touch, life cycle, and reactivation. Understands marketing metrics such as ROI, click-through rates, conversion. Is aware of and can conform to ethical and legal guidelines for marketing (e.g., CAN-SPAM). What training is available to help me prepare for the exam? Is training required? You are not required to complete training before taking the exam; however, training can significantly increase your knowledge of and skills with Adobe Campaign. It is important to note that training alone will not provide you with the knowledge and skills required to pass an exam. Successful, on-the-job experience is critical to providing you the knowledge needed to pass the exam. Training for Adobe Partners 4

6 Partners at the Business Level and above are eligible to receive additional training through Adobe Partner Enablement. To access these courses, you will need to log into the Adobe Partner Training Center with your personal log in. For more information about the Adobe Partner Training Center and instructions on how to access the training courses, refer to the Solution Partner Portal. Training Courses Available to the Public The following courses are relevant to the Adobe Campaign Business Practitioner job role. Compare the course descriptions to your current knowledge and skill level to determine which courses are best for you. You can find a complete list of all Adobe training and tutorials here: Adobe Campaign: Intro to Cross-Channel Marketing Optimization Adobe Campaign: Data Management / Workflows How do I know if I am ready to take the exam? Nothing can guarantee that you will pass your test, however; the more practical work experience you have and the more training you complete, the better your chances are to pass the test. Use the selfassessment preparation worksheet (below) to evaluate your level of readiness. On-the-Job Experience Since Adobe exams measure knowledge and skills for a specific job role, one of the best ways to prepare for the exam is to ensure you have the minimum work experience, as described in this guide. Self-Assessment Preparation Worksheet Use the following worksheet to review the exam topics, and assess your own readiness. If you need to prepare more for a certain topic, determine if you need training, on the-job-experience, or both. Installing, accessing, and navigating the Campaign client I can download and install the Adobe Campaign client I can add a connection to an environment I can navigate the client console I can configure, Sort and filter a list view Planning marketing programs I can create a plan/program hierarchy I can create a campaign I can Configure an approval cycle 5

7 I can configure a control group I can add a seed list Segmenting campaign audiences I can create a campaign workflow I can edit a query I can combine and exclude populations I can execute a workflow I can import a list Devising a contact strategy I can configure an A/B test I can configure a multi-channel campaign I can configure a cross-channel campaign Send a proof I can configure a recurring campaign Configuring a delivery I can add a delivery to a campaign I can use the WYSIWYG editor to compose content I can personalize content I can use the digital content editor to compose content I can send a proof I can format an extraction file Executing and monitoring a campaign I can approve steps in a campaign I can execute a delivery in campaign workflow I can monitor the delivery logs Measuring campaign results I can display reports I can understand how report elements were calculated I can interpret report results I can adjust campaign tactics I can write ad-hoc reports 6

8 Sample questions Try out these practice questions to get a feel for the types of questions on the exam. Please note that your performance here does not indicate how you will do on the actual exam. To fully prepare for the exam, closely review the topic areas and objectives in this Exam Guide. You will find the correct answers at the end of the exam guide. 1. What occurs when the client version is lower than the server version? 7 A. The client cannot connect to the server. B. The user cannot login to the server. C. The user is prompted to upgrade the client. D. The client can login for a limited period of 30 days. 2. Why might a Practitioner need to create multiple connections in the Adobe Campaign Client? A. To log in with multiple user roles B. To connect from work and home C. To access development and production data D. To make sure that a connection is always available 3. Another member of the marketing team sees different folders in Explorer view. What is a likely reason? A. They have different access rights. B. They use a different version of the Adobe Campaign client. C. They have configured their list view differently. D. They have renamed some of the folders. 4. In a filter on a string, the search criteria ab2%cd matches which string? A. abcd B. ab%%cd C. ab0.2cd D. ab29cd 5. A Practitioner creates an campaign based on the new campaign (opempty) template. The delivery first appears on the Campaign dashboard after the Practitioner completes which task? A. adds a Delivery activity to the campaign workflow B. selects a Delivery template and saves the Delivery activity C. saves the workflow after adding and editing a Delivery D. uploads and saves the Delivery content 6. The Practitioner decides the manager and business owner must sign off on campaign content. How should the Practitioner edit the campaign setup?

9 A. edit the Reviewer and add multiple Operators B. define an Operator group to approve steps in the campaign C. use an Approval activity in the workflow configured for multiple approvers D. include the marketing manager and business owner in the Proof target 7. Which campaign has the greatest need for a control group? A. A direct mail campaign with a coupon code B. an campaign with links to the e-commerce site C. a call center campaign with an 800 number to place an order D. A banner on the website advertising an in-store sale 8. A Business Practitioner creates a new customized one time campaign and requires that a random 15% of the target population to receive different content than the main target population. How should the Business Practitioner implement this requirement? A. Create 2 queries and an exclusion in a campaign workflow. The first query targets a random 15% of the of the user base with the new customized content. The second query targets the rest of the population with the old content. B. Utilize a split activity to target a random 15% of the customer base with the old campaign and the rest with the new content. C. Segment the customer list based on load date and select the top 15% for the new content. D. Define a Seed list of a random 15% of recipients and target these recipients with the new content. 9. At what point in the delivery process are seeds applied to the target list? A. Before typology rules are applied B. After typology rules are applied C. Before exclusion filters are applied D. Before customer opt-in/out scrubbing is done 10. A direct mail campaign uses an external service provider. What are two advantages of using the seed addresses in the target? (Choose two.) A. To check unauthorized distribution B. To track delivery time C. To allow testing the mail before distribution D. To remove the need for proofs 11. Where must a file reside to be imported during a Data loading (file) activity? A. On an FTP site or other file share B. On the application server C. On a local machine D. On the database serve 8

10 A.csv file with recipients is imported using a data loading activity in a workflow. Some of the recipients have a comma in their names which is causing an error. The sender has sent a new file with string values started and ended in quotes but the error persists. How can the error be resolved? A. It cannot be resolved using a csv format and data loading, the file format must be changed to a tab delimited file. B. It cannot be resolved using the data loading activity, a custom js script should be used to load the file. C. Upload a sample file to the data loading and click on 'Auto-Detect Format'. D. Options in the data loading are manually changed to handle the comma 13. An input file source has 81 columns. The destination data schema has 80 columns. The extra field in the data source contains only blank values and will not be used in the campaign process. Which statement about this issue is true? A. The import will work with default settings and the extra column will be ignored by default. B. The import will fail unless the extra column is explicitly ignored in the "file format" section. C. The import process will work by creating a new column within the schema based on the data type of the extra field. D. The import process will fail unless the new column is defined and declared in the Rejects file. 14. A campaign is set to send out 10,000 s. 50% of them are part of a control group. How many entries will exist in the delivery logs assuming all s are delivered? A. 10,000 B. 15,000 C. 5,000 D. 0 9

11 Answer key Try out these practice questions to get a feel for the types of questions on the exam. Please note that your performance here does not indicate how you will do on the actual exam. To fully prepare for the exam, closely review the topic areas and objectives in this Exam Guide. You will find the correct answers at the end of the exam guide. 1. What occurs when the client version is lower than the server version? Correct Answer: C - The user is prompted to upgrade the client. 2. Why might a Practitioner need to create multiple connections in the Adobe Campaign Client? Correct Answer: C - To access development and production data 3. Another member of the marketing team sees different folders in Explorer view. What is a likely reason? Correct Answer: A - They have different access rights. 4. In a filter on a string, the search criteria ab2%cd matches which string? Correct Answer: D - ab29cd 5. A Practitioner creates an campaign based on the new campaign (opempty) template. The delivery first appears on the Campaign dashboard after the Practitioner completes which task? Correct Answer: C - saves the workflow after adding and editing a Delivery 6. The Practitioner decides the manager and business owner must sign off on campaign content. How should the Practitioner edit the campaign setup? Correct Answer: C - use an Approval activity in the workflow configured for multiple approvers 7. Which campaign has the greatest need for a control group? Correct Answer: D - A banner on the website advertising an in-store sale 8. A Business Practitioner creates a new customized one time campaign and requires that a random 15% of the target population to receive different content than the main target population. How should the Business Practitioner implement this requirement? Correct Answer: B - Utilize a split activity to target a random 15% of the customer base with the old campaign and the rest with the new content. 9. At what point in the delivery process are seeds applied to the target list? Correct Answer: B - After typology rules are applied 10. A direct mail campaign uses an external service provider. What are two advantages of using the seed addresses in the target? (Choose two.) 10

12 Correct Answer: A - To check unauthorized distribution B - To track delivery time 11. Where must a file reside to be imported during a Data loading (file) activity? Correct Answer: B - On the application server 12. A.csv file with recipients is imported using a data loading activity in a workflow. Some of the recipients have a comma in their names which is causing an error. The sender has sent a new file with string values started and ended in quotes but the error persists. How can the error be resolved? Correct Answer: D - Options in the data loading are manually changed to handle the comma 13. An input file source has 81 columns. The destination data schema has 80 columns. The extra field in the data source contains only blank values and will not be used in the campaign process. Which statement about this issue is true? Correct Answer: B - The import will fail unless the extra column is explicitly ignored in the "file format" section. 14. A campaign is set to send out 10,000 s. 50% of them are part of a control group. How many entries will exist in the delivery logs assuming all s are delivered? Correct Answer: A - 10,000 11

13 Support For information on certification visit the Solution Partner Portal website. To contact us, please send an to Partner Certification Adobe Systems Incorporated 345 Park Avenue San Jose, CA USA Adobe Systems Incorporated. All rights reserved. Printed in the USA /09