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Adobe Target Business Practitioner (AD0-E401) > AD0-E401 > Flashcards

AD0-E401 Flashcards

Adobe Target Business Practitioner

1
Q

An Adobe Target Business Practitioner is looking at page analytics data. Which Key Performance Indicator (KPI) represents an opportunity to increase website engagement?

a. High bounce rate
b. Low website traffic
c. Long time to test duration
d. Low statistical power

A

a. High bounce rate

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2
Q

An Adobe Target Business Practitioner is calculating the sample size of an activity that has six offers (including control). Considering the effect multiple offers have on the confidence level, which action can be taken to
account for this?

a. Apply Bonferroni Correction
b. Increase Daily Visitors
c. Increase Statistical Power
d. Change Baseline Conversion Rate

A

a. Apply Bonferroni Correction

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3
Q

When setting up a new activity in Adobe Target, in which case should an Adobe Target Business Practitioner recommend using the Form-Based Experience Composer rather than the Visual Experience Composer?

a. When testing on a non-web environment
b. When changing an image on the homepage
c. When recommending popular products
d. When testing on a staging environment

A

a. When testing on a non-web environment

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4
Q

An analyst has configured pageviews of the cart page as the primary metric of an activity. When analyzing the
results, it is flagged that the total number of cart pageviews recorded in Target is lower than the number of cart pageviews recorded in Adobe Analytics for the same time period. What is a likely cause?

a. Target counts pageviews only for visitors that qualified for the activity, but Adobe Analytics will count cart pageviews for all visitors
b. There will always be a discrepancy of 15% between the pageviews recorded in Adobe Target and the pageviews recorded in Adobe Analytics
c. Adobe Target will not record cart pageviews for visitors who are in the control experience, but Adobe
Analytics will include all pageviews
d. Adobe Target has a 72-hour latency period for viewing metrics in the reports

A

a. Target counts pageviews only for visitors that qualified for the activity, but Adobe Analytics will count cart pageviews for all visitors

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5
Q

In A/B testing, the confidence level and significance level are interlinked, and both have to be evaluated when
interpreting results of an A/B test. What is the relationship between the two levels?

a. Significance level = 100% - Confidence level
b. Significance level = 100% + Confidence level
c. Significance level = 100% - (Confidence level * 0.5)
d. Significance level = Confidence level

A

a. Significance level = 100% - Confidence level

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6
Q

Adobe Target allows for mobile app optimization. True or false?

A. True
B. False

A

A. True

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7
Q

What three assets are used to help Target decide which activities and experiences are returned to a visitor? Select three correct answers

A. URL
B. Profile data
C. Ajax request
D. Https certificate
E. Mbox parameters
A

A. URL
B. Profile data
E. Mbox parameters

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8
Q

Target Standard introduces new terms and concepts that differ from those used in Target Classic. Match the Target Classic terms in Column A (Presentation Goals) with their updated terminology in Column B (Structure)

Presentation Goals
A. Campaign
B. 1:1
C. Campaign Summary
D. Segments
E. Offers

Structure

  1. Activity
  2. Content
  3. Audienes
  4. Activity diagram
  5. Automated personalization
A 
Campaign (Activity)
1:1 (Automated Personalization)
Campaign Summary (Activity diagram)
Segments (Audiences)
Offers (Content)
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9
Q

Where would you go to set Adobe Target as your default environment when logging into the Marketing Cloud?

A. Options > Landing Page
B. Preferences > Landing Page
C. Edit Workflow > Landing Page
D. Edit Profile > Landing Page

A

D. Edit Profile > Landing Page

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10
Q

At which point will a user be able to create an Adobe ID in order to connect to the Marketing Cloud? Select two correct answers

A. After receiving a Marketing Cloud invitation, but before accepting it
B. After receiving a Marketing Cloud invitation during the process of accepting it
C. A Marketing Cloud Admin must configure the Adobe ID at the time of sending the invitation
D. The Adobe ID can be linked any time after accepting a Marketing Cloud invitation
E. Before receiving a Marketing Cloud invitation

A

B. After receiving a Marketing Cloud invitation during the process of accepting it
E. Before receiving a Marketing Cloud invitation

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11
Q

How would you locate archived and ended activities?

A. Deep dive
B. Advanced search
C. Advanced filter settings
D. Archive filter

A

C. Advanced filter settings

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12
Q

If you want to use targeting to display a different landing page for different visits, witch activity type would you use?

A. Audience Targeting
B. A/B Test
C. Automated Personalization
D. Multivariate Test
E. Experience Targeting
A

E. Experience Targeting

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13
Q

Adobe Target has individual platforms for each delivery method. True or False?

A. True
B. False

A

B. False

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14
Q

Which activity type does not allow you to use Adobe Analytics as a data source?

A. Experience Targeting
B. Multivariate Test
C. Recommendations
D. Automated Personalization

A

D. Automated Personalization

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15
Q

Which activity type compares all possible combinations of offers within your content areas to determine the most successful combination? Select the correct answer.

A. Experience Targeting
B. A/B Test
C. A/B Test with Analytics
D. Multivariate Test

A

D. Multivariate Test

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16
Q

Where in the Marketing Cloud interface can you set Target as the default landing page?

A. Adobe ID Account Settings > Custom Landing Page
B. Edit Profile > Default Organization & Landing Page
V. Solution Switcher Widget > Preferences > Landing Page
D. Admin Console > User Preferences > Default Page

A

B. Edit Profile > Default Organization & Landing Page

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17
Q

What is the process for linking your Target Classic account?

A. Target Classic Workflow permissions granted within the Marketing Cloud Admin Console
B. Marketing Cloud Admins can link it for each account
C. Target Classic user credentials can be added when launching the Target Classic Workflow
D. User Permissions within Target Classic are configured for the Marketing Cloud

A

C. Target Classic user credentials can be added when launching the Target Classic Workflow

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18
Q

When adding new users to the Adobe Marketing Cloud, you are limited to adding one product per user. True or false?

A. True
B. False

A

B. False

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19
Q

Which Adobe Solution integrations allows you to generate targeted emails? Select the correct answer.

A. Adobe Social
B. Adobe Audience Manager
C. Adobe Primetime
D. Adobe Campaign

A

D. Adobe Campaign

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20
Q

Adobe Experience Manager comes with complete Target integrations out of the box. True or False?

A. True
B. False

A

B. False (with limited integration OOTB, rest using cloud configs)

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21
Q

When a 3rd party cookie is rejected, default is displayed for all mboxes. True or False?

A. True
B. False

A

A. True

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22
Q

When using the out of the box Target integrations with Adobe Experience Manager, what are you limited to?

A. Experience Targeting
B. Automated Personalization
C. A/B Testing
D. Recommendations

A

A. Experience Targeting

C. A/B Testing

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23
Q

When a user triggers a page view and the mbox content is not cached, where do the Edge Clusters replicate the content?

A. Central Servers
B. Edge backup
C. Primary Servers
D. Locally

A

A. Central Servers

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24
Q

What are the names of two 3rd party cookies that follow the first mbox request? Select two correct answers.

A. mboxCookie
B. mboxPC
C. mboxID
D. mboxCache
E. mboxSession
A

B. mboxPC

E. mboxSession

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25
Q

Which phase of the Mbox process modifies the page content?

A. Mbox response
B. Mbox delivery
C. Mbox result
D. Mbox return

A

A. Mbox response

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26
Q

Once the Global Mbox Request is received by Adobe Target, what gets executed first?

A. Profile Scripts
B. Content Scripts
C. DOM Manipulation
D. Audience Scripts

A

A. Profile Scripts

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27
Q

Who can change the Target Standard role of a user?

A. Target Premium User
B. Marketing Cloud Admin
C. Target Admin
D. Marketing Cloud user

A

B. Marketing Cloud Admin

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28
Q

What are the three user roles available in Target

A. Observer
B. Approver
C. Admin
D. Default
E. Editor
F. Super User
A

A. Observer
B. Approver
E. Editor

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29
Q

Host management allows you to separate the reporting data by environment. True or False?

A. True
B. False

A

A. True

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30
Q

In Target Standard/Premium, what are the host groups from Target Classic Called

A. Domains
B. Locations
C. Host Groups
D. Environments

A

D. Environments

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31
Q

In the UI, where would you specify the default host group for reporting?

A. Environment » Settings
B. Host » Environments
C. Environment Properties
D. Hosts » Settings

A

D. Hosts » Settings

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32
Q

If you enable “Show estimated lift in revenue”, what will Target use to calculate the lift in revenue?

A. Sum of sales
B. Confidence level
C. Average Order Value
D. Revenue Per visitor

A

D. Revenue Per visitor

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33
Q

By default, how does Target generate CSS selectors?

A. Element IDs
B. Section IDs
C. Class IDs
D. Div tags

A

A. Element IDs

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34
Q

At which stage of the creation process is the Auto Allocate option designated?

A. URL Configuration
B. Goal & Settings
C. Target
D. Create

A

C. Target

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35
Q

Multivariate Tests are best used for testing multiple options for elements within a layout. True or False?

A. True
B. False

A

A. True

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36
Q

What is the default Audience value when creating a new Activity?

A. Null
B. 100% of Mobile Visitors
C. 100% of Web Visitors
D. 100% of All Visitors

A

D. 100% of All Visitors

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37
Q

Which of the following is not a benefit provided by Auto Allocation?

A. Removes algorithm selection to ensure the benefit from the very best decision the system could possibly take
B. Provides higher average campaign lift than a manual A/B test
C. Finds a statistically significant winner faster than a manual A/B test
D. Preserves the Strictness of an A/B test

A

A. Removes algorithm selection to ensure the benefit from the very best decision the system could possibly take

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38
Q

What are the three main fields when creating a profile script? Select three correct answers.

A. Script
B. Code
C. Conditions
D. Name
E. Parameters
F. Description
A

A. Script
D. Name
F. Description

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39
Q

On the Goals & Settings page, what three options are available under the Priority setting?

A. Highest, Tie breaker, Lowest
B. 1,2,3
C. Low, Medium, High
D. Low, Middle, High

A

C. Low, Medium, High

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40
Q

Which Mobile targeting option allows you to target both phones and tablets?

A. Is Mobile
B. Is Mobile Device
C. Is Phablet
D. Is Mobile Service

A

B. Is Mobile Device

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41
Q

When creating an A/B test, using the Manual setting for Traffic Allocation splits traffic based on what assigned value?

A. Performance
B. Success metrics
C. Popularity
D. Percentage

A

D. Percentage

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42
Q

When does Experience Targeting evaluate visitors?

A. Each page load
B. Device type
C. Each conversion
D. Browser specification

A

A. Each page load

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43
Q

Which setting is required in the Goals & Settings page after you configure your Audiences and Experiences?

A. Objective
B. Priority
C. Reporting Source
D. Goal Metric

A

D. Goal Metric

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44
Q

Within the UI, What tab shows the influence of each element?

A. Location Contribution
B. Experience Contribution
C. Location Performance
D. Experience Performance

A

A. Location Contribution

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45
Q

What must your Reporting Source be set to in order to access Audiences for Reporting

A. Adobe Audience Manager
B. Adobe Analytics
C. Adobe Marketing Cloud
D. Adobe Target

A

D. Adobe Target

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46
Q

How is the process for configuring a Target Activity to use Auto Allocate different from the other activity types?

A. Automated Personalization is selected to automatically target visitors with the best experience
B. Auto Allocate to best experience is selected instead of the manual traffic split
C. When configuring metric settings, the primary KPI is designated to automatically allocate more traffic
D. Only target Premium customers can choose Auto Allocate as an activity type

A

B. Auto Allocate to best experience is selected instead of the manual traffic split

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47
Q

Before debugging at.js using your browser’s Developer Tools, what should you confirm is included in the page? Select the correct answer.

A. JavaScript Library
B. Global-mbox
C. Mbox cookie
D. HTML doctype

A

A. JavaScript Library

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48
Q

When you’re using mboxTrace for troubleshooting, which parameter prints to the console as a JSON string? Select the correct answer.

A. ?mboxTrace=json
B. ?mboxTrace=console
C. ?mboxTrace=print
D. ?mboxTrace=string

A

A. ?mboxTrace=json

49
Q

Where is the “disable#browser timeout# flag set? Select the correct answer.

A. Adobe Marketing Cloud Debugger
B. mbox cookie
C. .htaccess
D. Visitor API

A

B. mbox cookie

50
Q

When using the Developer Tools in your browser for troubleshooting, where would you go to view mbox contents and server calls? Select the correct answer.

A. Network
B. Console
C. Timeline
D. Courses

A

A. Network

51
Q

Adding “?mboxDebug=1” to the end of a URL opens the browser’s console to display messages that describe what happens behind the scenes and in which order. True or false?

A. True
B. False

A

A. True

52
Q

When viewing the Location Contribution Report, which table shows conversion rate, lift, and confidence for each offer? Select the correct answer.

A. Influence
B. Offer-level
C. Primary
D. Summary

A

B. Offer-level

53
Q

What information is displayed in the Confidence column? Select the correct answer.

A. Probability of a winning experience within a 1% margin of error
B. Time left until a winning experience triggers
C. Winning badge percentage calculator

A

A. Probability of a winning experience within a 1% margin of error

54
Q

When using the Traffic Estimator, what actions can you take to resolve the issue “You Have Insufficient Traffic”? Select the two correct answers.

A. Refresh the page 
B. Increase the number of locations 
C. Increase the duration
D. Reduce the number of combinations and locations 
E. Decrease the duration
A

C. Increase the duration

D. Reduce the number of combinations and locations

55
Q

Which Counting Methodology is used to count visitors every 30 minute per browsing session? Select the correct answer.

A. Visitors
B. Impression
C. Visits
D. Activity Visits

A

C. Visits

56
Q

A4T can be used on an A/B activity with Auto-Allocate. True or false?

A. True
B. False

A

B. False

57
Q

If you’re implementing tools above and beyond Adobe Target, such as Adobe Analytics, which of the following implementation methods would you use?

A. Dynamic Tag Manager
B. Without a TMS
C. at.js
D. mbox.js

A

A. Dynamic Tag Manager

58
Q

You want to implement without a TMS with the end result being an auto created global mbox. Which conditions do you need to take into account? Select two correct answers

A. Load the library synchronously
B. Place the library in the html head section
C. Place the library in the html body section
D. Load the library file asynchronously

A

A. Load the library synchronously

B. Place the library in the html head section

59
Q

What new option bypasses the need for an mbox around each area of content on your page?

A. Auto create activity mbox
B. Auto wrap mbox elements
C. Target mbox elements
D. Auto create global mbox

A

D. Auto create global mbox

60
Q

You’ve been tasked with sending out a custom email that uses images, redirects, and impression tracking, among other things. One constraint is that you cannot use JavaScrpt. Which implementation option can you use? Select the correct answer.

A. Rawbox
B. at.js
C. Adobe Target API
D. Adbox

A

A. Rawbox

61
Q

The web implementation of at.js does not use document.write(). True or False?

A. True
B. False

A

A. True

62
Q

When configuring a web implementation of Target without Tag Management, what function is used to pass parameters to target-global-mbox?

A. targetMboxParams()
B. targetPageParams()
C. TargetGlobalParams()
D. targetParams()

A

B. targetPageParams()

63
Q

This implementation option allows an external server to communicate directly with Adobe Target servers

A. at.js
B. Rawbox
C. Adbox
D. Adobe Target API

A

D. Adobe Target API

64
Q

Adobe Target mobile apps come pre-built. Once you’ve downloaded it, you’ll need to insert?

A. App ID
B. Server
C. Unique identifiers about your company (clientCode)
D. RSID

A

C. Unique identifiers about your company (clientCode)

65
Q

Under the mbox.js settings, which function describes the domain to set first party cookies?

A. mboxFirstPartyDomain()
B. mboxCookieDomain()
C. mboxCookiePageDomain()
D. mboxCookiePage()

A

B. mboxCookieDomain()

66
Q

When configuring the Adobe Mobile SDK, the “Use HTTPS” option must be enabled to allow incoming connections via IOS9+ devices. True or false?

A. True
B. False

A

A. True

67
Q

When Adobe Target is configured without JavaScript or SDK Libraries, what happens when Target is completely down?

A. Visitors do not see content, including default content
B. Visitors are shown a cached version of the content
C. Default content is displayed
D. An HTTPS error is given

A

A. Visitors do not see content, including default content

68
Q

Under the X-Domain setting, which setting is used for both 1st and 3rd party cookies?

A. disabled
B. x only
C. priority
D. enabled

A

D. enabled

69
Q

You can edit the Profile Lifetime value when modifying the at.js file. True or False?

A. True
B. False

A

B. False

70
Q

Location Reports are included in which test type?

A. A/B Test
B. Recommendation
C. Multivariate Test
D. Automated Personalization

A

C. Multivariate Test

71
Q

Target Business Practitioner (BP) needs to create an activity. The Target BP chooses Adobe Target as a reporting source instead of Adobe Analytics. What is one reason that the Target BP chooses Adobe Target?

A. The BP wants to create multiple custom metrics using the VEC.
B. Adobe Analytics causes a 24-hour delay in results.
C. An unusually high number of visitors must be tracked in the activity.
D. Analysis needs to include trends over time.

A

A. The BP wants to create multiple custom metrics using the VEC.

72
Q

Which activity type should be used to deliver a temporary promotion banner to all site visitors that clicked through an email campaign?

A. A/B Test
B. Experience Targeting
C. Automated Personalization
D. Recommendations

A

B. Experience Targeting

73
Q

Target Business Practitioner needs to make sure an activity is free of any collisions with any previously made activities. How should the Target Business Practitioner confirm that this is true?

A. Launch the activity and rely on Target to block any colliding activities.
B. Review the Status, Priority, and Audience of every activity on the same URL to make sure there is no undesired overlap.
C. Confirm that the activity has a unique name that is NOT duplicated or closely resembled elsewhere.
D. Set the priority level to “high” on the new activity.

A

B. Review the Status, Priority, and Audience of every activity on the same URL to make sure there is no undesired overlap.

74
Q

A stakeholder asks the Target Business Practitioner (BP) to create an activity that tests the addition of a pop-up message after a visitor adds an item to their cart. Which of the following would allow the BP to correctly target this audience?

A. Add a custom mbox parameter for users with cart additions and target this audience to users with that parameter
B. Create an Analytics segment published to the Marketing Cloud for visitors with cart additions and target this audience to that segment
C. Select Visitor Profile > “Cart Additions” in audience creation
D. Target the activity to the cart URL

A

A. Add a custom mbox parameter for users with cart additions and target this audience to users with that parameter

75
Q

A particular search engine marketing campaign is driving users to a landing page URL with tracking codes appended. The tracking codes must be present in the URL for the search team’s tracking, which occurs in a separate tool. A Target Business Practitioner (BP) created an activity experience that redirects incoming users from that default landing page to a new page. After the activity has been running for 1 week, the search team notes that the tracking codes are NOT included in the URL when users arrive at the new page. What should the BP do to fix this?

A. Create a profile script that will store the tracking codes for each user
B. Change the activity to exclude users without a tracking code
C. Include the new page in the activity URL targeting
D. Check the “Include Current Query Parameters” checkbox on the experience

A

D. Check the “Include Current Query Parameters” checkbox on the experience

76
Q

A Target Business Practitioner (BP) reviews the ongoing results of an activity with four experiences. The BP notes that there are about 400-500 visitors for each experience, but the clickthrough metric shows 0 for two of the experiences. Which step should the BP take first?

A. Verify the metric is set up properly in the activity
B. Remove any activity experiences with data discrepancies
C. Pause and restart the activity
D. Stop the test and report on all current findings

A

A. Verify the metric is set up properly in the activity

77
Q

The conversion rate in the results data for an A/B Test activity is much lower than expected. Target Business Practitioner (BP) must validate the ongoing activity and ensure proper performance. What should the BP do first?

A. Monitor data of all live activities
B. End the activity immediately
C. Re-examine the activity setup and metrics
D. Reduce traffic exposure to 50%

A

C. Re-examine the activity setup and metrics

78
Q

Mr. Smith has to setup a test to validate changes to two different elements of the home page which is receiving lots of traffic.
Element A – Hero Banner
Element B – Header Link
In total, each of the elements had two versions including the default control version. Key stakeholders from the marketing team want to understand whether change in hero banner had a greater impact on the conversions than changing the header link? In this situation, which of the following test would be appropriate to identify the impact of elements.

A. Experience Targeting
B. Multivariate Test (MVT)
C. A/B Test
D. Automated Personalization

A

B. Multivariate Test (MVT)

79
Q

Based on the calculations derived using sample size calculator, Mr. Smith figured out that to run an A/B test on the campaign landing page to validate two different versions of CTA text would take 21 days. The activity was configured and was set to live. After two weeks it was assessed that the test duration is actually increasing and it would take more time than initially estimated. What are the possible reasons for increase in the test duration?

A. Under estimation of traffic numbers
B. Over estimation of traffic numbers
C. Increased estimated lift
D. Due to high volume of traffic observed while promoting special offers during the last two weeks

A

B. Over estimation of traffic numbers

80
Q

Mr. Smith, an optimization consultant was trying to rearrange a header nav. element with other header nav. element, but was unable to find the default VEC capability to make the required changes to the test. Which of the following activity type is he using to build the test case? choose all that applies

A. Automated Personalization
B. Experience Targeting
C. MVT
D. A/B Auto Target Testing

A

A. Automated Personalization

C. MVT

81
Q

“Recently viewed content”, “Recently watched videos”, “Most viewed Items across the site” & “Top selling products from across the site” represent an example of which of the following?

A. Search & Promote Recommendations
B. Recommendations Criteria
C. Target Classic Product Rules
D. Recommendations Classic Rules

A

B. Recommendations Criteria

82
Q

Target Business Practitioner (BP) had setup an MVT test and the activity is live since two weeks. Based on the initial calculations, it was derived that the test would require two weeks to reach significance. In this case, the significance was not reached and hence the test was inconclusive. When BP did deeper analysis, he realized that a particular experience is performing better and showing significance when validated against a group of users coming from a YouTube platform campaign. What should be the next steps by BP?

A. Create a new MVT test to re-run the activity with YouTube campaign audience
B. Extend the test duration to two more weeks and re-activate the same test
C. Create an experience targeting activity for users coming from YouTube
D. Create a new A/B test to further analyze the segment which performed well with deeper analysis

A

C. Create an experience targeting activity for users coming from YouTube

83
Q

Mr. Smith is working as on optimization consultant for a leading financial institution where he had setup an A/B test to validate two different versions of the campaign landing page. He had shared the QA links internally with the marketing & UX leads to validate the user experience. One of the leads discovered an issue which doesn’t comply with organization UX policy & hence wanted Mr. Smith to make appropriate corrections. Which of the access level would suffice to make the required corrections to the A/B test? (Select all that applies)

A. Editor
B. Approver
C. Target Observer
D. Marketing Cloud Admin

A

A. Editor

B. Approver

84
Q

Mr. Smith has setup an A/B test for users who are not part of any other test within the same domain. In which part of the audience section can you create this segment?

A. Custom
B. Visitor Profile
C. Audience Exclusion
D. User Profile

A

B. Visitor Profile

85
Q

Mr. Adam is an optimization consultant for a leading financial institution, who had setup an A/B test two weeks back. The test has reached significance which was designed to prove up to a 10% difference in orders at 95% confidence. The sample size was 50,000 visitors per variation. Based on the below results, what should Adam recommend keeping the primary KPI in mind.

Experience Visitors Orders Order Rate Lift Confidence
Control 23,075 846 3.666% - -
Experience B 23,085 1000 4.331% 18.3% 96%

A. Experience B is confidently better than Control. Use Experience B moving forward.
B. Continue to monitor change in lift until the lift observed is closer to estimated lift 10%.
C. Continue running the activity to set sample size because the results are inconclusive.
D. Divert 100% to experience B as the it is 96% confident of delivering 18.3% lift.

A

C. Continue running the activity to set sample size because the results are inconclusive.

86
Q

You configured a test and running this test for a week time. First weekly report was sent to stakeholders and they found that visitors number in the report are lower then the expected numbers and saying the configuration of test is not correct. what you will do to ensure that everything is correct? Check that all apply.

A. Review the activity url and template rules
B. Validate the Audience setup
C. Pause this activity and re-activate to resolve any backend issue
D. Will do a browser functionality testing
E. Validate data with Analytics for the same dimension/segment

A

A. Review the activity url and template rules
B. Validate the Audience setup
D. Will do a browser functionality testing
E. Validate data with Analytics for the same dimension/segment

87
Q

You are currently running one MVT test where you have different offer combinations or discount which you would like to show to users at different places on the page. You have configured and activated the campaign. One of your stakeholders saw one experience where users were seeing 2 contradicting offers. He raised this issue with you, what you will do or forget to do while configuring the test.

A. It is expected behavior in an MVT test
B. You must have forgot to exclude the audience for that experience.
C. You forgot to exclude the experience from ‘preview section’
D. You forgot to exclude the experience within “Exclusion Group” section of test

A

C. You forgot to exclude the experience from ‘preview section’

88
Q

BP should circulate the preview experience URL’s, so that stakeholders can validate. Mr. Smith has setup and A/B test to validate two different versions of campaign landing page on a leading cruise lines site. The audience criteria to qualify for this test is if the user is returning visitor with a prior booking on the site. The activity is planned to be live next week on PROD site and the stakeholders want to validate if the activity actually delivers the expected experience to the booked users. What needs to be done by BP to address the requirement?

A. BP should circulate the preview experience URL’s, so that stakeholders can validate
B. BP should setup QA audience and validate the content delivery on PROD
C. BP should setup QA audience combined with AND returning booked guest audience to validate the content delivery on PROD
D. BP can validate the delivery on staging site & assume the content will be delivered on PROD

A

C. BP should setup QA audience combined with AND returning booked guest audience to validate the content delivery on PROD

89
Q

You had configured a test with 4 variants for a retail website which is being running since last few days now. Stakeholders has accessed the results from the reporting console and found that Variant 3 has very low conversion. Stakeholders are worried as this is impacting the business metric. You had calculated that we need 30 K/variant to get the required confidence level. Currently all the variant have reached around 30% of the sample size and will take another few weeks to reach there. What recommendation as a Target consultant you will provide to your stakeholders.

A. We can reduce the allocation to the the Variant 3.
B. Variant 3 is the least performing so remove this experience from all users.
C. Stop this test and create another test with learning from other variants into 1.
D. Wait for the test to provide conclusive results.

A

D. Wait for the test to provide conclusive results.

90
Q

Your client is very advance in testing cycle and have been running multiple tests/section which are receiving high traffic. He submitted a test request that to be configured for a section where 3 more tests are currently running. He wanted to show the newly configured test for only customers who have not been exposed to any other test. What you should do to show this new test for anybody who hasn’t seen the previous test?

A. You will setup an experience targeting activity
B. You will create an audience with mBox call is not triggered
C. You will create an audience with “not in other test
D. “If it will be an AB test then it will automatically will be handled by the Adobe Target.

A

C. You will create an audience with “not in other test

91
Q

Mr. Smith had created an MVT test on the home page of a leading cruise lines site, where the stakeholders requested to have three variations each across four different page elements. Post configuration, the preview URL links were distributed to UX & marketing lead for validation from user experience standpoint. Based on the guidelines from UX team, some of the combinations were impacting & recommended to be excluded from the activity. How can Mr. Smith achieve that?

A. Under preview mode, select the combination to be excluded
B. Under configure section, select the combination to be excluded
C. Under combinations->experience, select the combination to be excluded
D. Under compose mode, select the combination to be excluded

A

A. Under preview mode, select the combination to be excluded

92
Q

A/B Auto Allocate activity uses enhanced version of the algorithm used by Automated Personalization activity type. True or False?

A. True
B. False

A

B. False

93
Q

BP has setup an A/B test, where the user lands on the test page from a specific display campaign. The primary goal of the activity is to measure the increased lift in revenue. The volume of transactions is very high and hence the stakeholders want to know the number of orders which has value greater than $200 in the reporting interface. How should the BP setup the test to achieve this?

A. Add Audience/Target condition to include visitors with order value > $200
B. Add reporting segment to include visitors with order value > $200
C. While reviewing reporting data, add custom segment to filter orders with value > $200
D. Order value > $200 decision cannot be taken at goal level and hence all the values will be present in the reports.

A

B. Add reporting segment to include visitors with order value > $200

94
Q

A test was configured to show the experience for a new users who started his website journey from home.html with tablet device. Below are 4 journey of 4 users, please choose who will be qualified for the experience?

  1. Paul entered on website via home.html using mobile phone and added products to the cart in past but never made a purchase.
  2. Simon is a new visitor and currently on home.html page of the website using Tablet devices and used paid search while landed at product.html page.
  3. Rose is using a tablet device and visited few videos of the brand on youtube in the past. She started her journey from home.html
  4. Charlie never visited the website in the past and started her journey on website first time from home.html using a mobile device.

A. Simon
B. Rose
C. Charlie
D Paul

A

B. Rose

95
Q

Mr. Smith has setup an experience targeting test which has four different experiences. The activity went live last week and based on the observation from one of the key marketing folks, there was an issue where he was qualifying incorrectly. Below is the audience criteria along with the experience. How should the order of the experience-audience pair be configured while setting up the test?
Experience A - Users coming from “Chicago” location
Experience B - Users coming from “Illinois”
Experience C - Users coming from “USA”

A. Exp. B | Exp. C | Exp. A
B. Exp. C | Exp. B | Exp. A
C. Exp. A | Exp. C | Exp. B
D. Exp. A | Exp. B | Exp. C

A

D. Exp. A | Exp. B | Exp. C

96
Q

The optimization team for a very hip and trend fashion blog want to improve the depth of the visit and page consumption of the site. Bounce rate of the website is very high and stakeholders are asking for improvements that will encourage visitors to read more articles, view additional slideshows, and watch more videos.As an optimization consultant, what will you suggest from below?

A. Run an experiment targeting test with various set of segments.
B. Run an AB test to find the best layout and then run Experience Targeting test
C. Run a recommendation Test
D. Run and MVT followed by a Recommendation test

A

C. Run a recommendation Test

97
Q

An Automated Personalization test was setup by Mr. Smith on the home page of a leading financial institution. The test audience included users from geo location North America & the configuration included variations across five different elements i.e. CTA, Hero Banner, Header Link, Footer Link, & Banner Message. After setting up the test Mr. Smith had shared the Preview URL links with leading marketing folks across each region to get a sign-off before going live with the activity. One of the stakeholders intended to validate the activity to understand whether someone from North America was actually qualifying for the test. What needs to be done in this case to meet the stakeholder expectation?

A. Preview URL shared will allow you to validate audience qualification by default
B. Set the activity to live with actual audience to validate
C. Set the activity to live with QA audience(URL param=”target”) to validate
D. Set the activity to live & use multiple audiences which includes QA & actual audience to validate.

A

D. Set the activity to live & use multiple audiences which includes QA & actual audience to validate.

98
Q

BP wants to setup an A/B test across all the product detail pages. Sample URL for a product detail page is www.abc.com/products/men/123.html. How should the test be setup so that the correct audience qualifies for the test & meet the configuration requirements?

A. Create an audience ->current page URL contains www.abc.com/products
B. Create an audience ->landing page URL contains www.abc.com/products
C. Configure-> Page Delivery-> Setup template rule & URL include www.abc.com/products/men/123.html
D. A/B test can be setup only on a single page.

A

A. Create an audience ->current page URL contains www.abc.com/products

99
Q

Which type of test you should use for the below?
Product manager, UX manager and Marketing manager was brainstorming for improving the performance for one of the key landing pages. Product manger has researched and found that competitors use an image which suggest users which product they are about to purchase as compared to company’s own brand. At the same time UX manager says that images doesn’t help in decision making but Text on CTA and color of CTA has the highest impact on user’s decision. Marketing manager says we are using different copy on our advertisements on TV and other offline channels and this is why we are not getting orders.

A. MVT
B. A/B
C. Automated Personalization
D. Recommendations

A

A. MVT

100
Q

Mr. Smith, an optimization consultant had setup an A/B auto-allocate test three weeks back, which was planned to be run for 2 weeks. Due to over estimation of traffic during the initial phase, an additional week was required to reach the test completion based on pre-defined significance and sample size. The test showed a 10% increase in RPV, which was set to prove up to a 20% difference in number of orders The following effects were observed:
10% increase in order rate
3% increase in page views per visit
20% increase in number of orders
3% increase in average order size
10% increase in product views
A stakeholder asks the consultant to annualize the impact on projected orders for year 2018, which is estimated to be 160000 . How should the consultant proceed?

A. Inform the stakeholder that the projected incremental orders for 2018 would be 192000
B. Inform the stakeholder that the projected orders cannot be determined as the increase in RPV is less than the estimated lift 20% for number of orders
C. Inform the stakeholder that the projected orders for 2018 would be 192000
D. Inform the stakeholder that the projected orders for 2018 would be 32000

A

C. Inform the stakeholder that the projected orders for 2018 would be 192000

101
Q

What are the key parameters required/recommended to implement the order confirmation mbox on the confirmation page.

A. orderId, orderTotal, productPurchaseId
B. orderNumber, revenue, productId
C. purchaseId, orderId, totalRevenue
D. order, units, & revenue

A

A. orderId, orderTotal, productPurchaseId

102
Q

An A/B test was setup by Mr. Smith which was planned to run for three weeks with sample size 60,000 for each experience. These numbers were derived using Adobe recommended sample size calculator. After 10 days of the activity going live, below results were observed. What should be the recommendation to key stakeholders?
Experience Visits Lift. Confidence
Control (Exp A) 35,000 - -
Exp B 38,000 -21%. 99%

A. Continue the test until estimated sample size is reached for each experience.
B. Retain Exp. A since negative lift (-21%) is observed for Exp. B with 99% confidence
C. Wait until both the experiences reach 95% + confidence levels to interpret results
D. Stop sending traffic to Exp. B & divert 100% traffic to Exp. A

A

A. Continue the test until estimated sample size is reached for each experience.

103
Q

Mr. John, an optimization practice lead had setup an A/B test 2 weeks back, which had an estimated test duration of three weeks. One of the experience reached confidence 95%+. Stakeholders approved to stop the test and analyze the results. The test showed a 10% increase in overall orders. The sample size was reached, which was set to prove up to a 20% difference in revenue per visitor (RPV) The following effects were observed:
• 10% increase in order rate
• 3% increase in page views per visit
• 3% increase in average order size
• 10% increase in product views
A stakeholder asks the consultant to annualize the impact on overall revenue projected through the next year to present as program ROI. How should the optimization consultant proceed?

A. Inform the stakeholder that the projected revenue would increase by 10% as the order rate is directly proportional to revenue
B. Inform the stakeholder that the projected revenue would increase by 3% as the order size is directly proportional to revenue
C. Inform the stakeholder that the projected revenue cannot be determined as the test was designed to prove RPV
D. Inform the stakeholder that the test would need to run two times as long to prove difference in RPV

A

C. Inform the stakeholder that the projected revenue cannot be determined as the test was designed to prove RPV

104
Q

Mr. Smith has setup an A/B test on the home page of a leading e-Commerce site to validate two different versions of a page element. Also there is global test running across the site which is not a key test for the top management as compared to the test setup on home page. What needs to be done by the optimization consultant to ensure that there is no conflict in the delivery of the content of both the tests? Select all that applies

A. Disable the global test as this is not a key test for stakeholders
B. Validate selector (elements on the page) collision
C. Validate priority levels for the test & ensure the home page test has priority over global test
D. Validate audience criteria

A

B. Validate selector (elements on the page) collision
C. Validate priority levels for the test & ensure the home page test has priority over global test
D. Validate audience criteria

105
Q

Automated personalization activity is recommended only for the e-commerce websites as this is heavily dependent on conversion data.

A. True
B. False

A

B. False

106
Q

An A/B/C test is running since two weeks and the stakeholders realized that experience C is unable to generate the required conversions and want to stop the experience for all the new & returning visitors. What should be done by the BP to address the issue?

A. Reduce the Audience traffic to 50% and divert all the traffic to experience A & B.
B. Reduce the Audience traffic to 75% and divert all the traffic to experience A & B.
C. Deactivate the activity, reduce the traffic to 0% for experience C & then reactivate the activity.
D. Deactivate the activity, create a new activity with only A & B experience & set that to live.

A

D. Deactivate the activity, create a new activity with only A & B experience & set that to live.

107
Q

Optimization consultant wants to setup to deliver 4 different retail promo banners to individual groups of people that came through a specific email campaigns. Which of the activity is best suited in this scenario?

A. A/B test
B. Experience targeting
C. Automated Personalization
D. Recommendations

A

B. Experience targeting

108
Q

While using Adobe Target Sample Size calculator, the optimization consultant derived that the expected traffic would be 10,000 visitors per experience per day. But when observed in the ongoing activity this wasn’t the case and the traffic numbers were 50% less than the expected numbers. What is the first activity that should be performed by the consultant?

A. Re-validate the input data & derive a new conversion rate using the sample size calculator
B. End the activity immediately to avoid any further incorrect reporting data
C. Re-validate the activity setup, metrics & ensure that data is getting into reports
D. Create a duplicate test, make the required metric level changes based on new conversion rate derived & end the previous activity.

A

C. Re-validate the activity setup, metrics & ensure that data is getting into reports

109
Q

An A/B test is live since a week now. One of the stake holders mentioned that he is unable to see a particular experience and wants the BP to address the scenario. What is the quickest way for BP to verify if a particular experience is actually getting delivered?

A. Verify the Activity Preview page to validate if that particular experience is getting delivered.
B. Validate the experience delivery using a browser incognito mode.
C. Validate the reports to check if that particular experience has any data against it
D. Use Adobe Debugger VEC setting for quick validation of the experience.

A

C. Validate the reports to check if that particular experience has any data against it

110
Q

A retail website is considering running two A/B Test on their checkout funnel, attempting to optimize the conversion rates. Test 1 is a bottom-of-funnel A/B test projected to take 6-8 weeks to reach significance with a minimum detectable lift of 3%. Test 2 is a top-of-funnel test that is estimated take only 4 weeks with an expected lift of 12 %.Which is the best recommendation for this scenario?

A. Split traffic to both the test and run both.
B. Run #1 and then Run test #2
C. Run #2 first and then test #1
D. Combine both the test in single MVT test

A

C. Run #2 first and then test #1

111
Q

There are two campaign banners set up on the home page of a leading e-Commerce site which also has Adobe Analytics configured on the site. Mr. Smith has setup an A/B test to validate the campaign performance where adding product to cart is the primary goal of the test. Key stakeholders want to understand users from which campaign contributed more to the conversions? How can you setup the goal to understand the expected behavior?

A. Setup link tracking in Analytics & use the click event as goal
B. Add campaign click as dependency in advanced settings while creating the activity
C. In global configuration under setup, add campaign click as dependency for primary goal
D. Add a secondary goal for campaign click and configure order of goal execution

A

B. Add campaign click as dependency in advanced settings while creating the activity

112
Q

Boss at Travel company wants to increase the booking numbers. A product manager suggesting that we should have the Flight and Hotel booking module on Hero Banner, however, UX manager is saying that this will impact the user experience of the customers and will increase the bounce rate from the page.Which test type you would recommend in this scenario?

A. MVT
B. A/B Test
C. Behavioral Targeting
D. Recommendation

A

B. A/B Test

113
Q

You have configured an Automated Personalization activity on a website with a “Random Forest” algorithm selected. This test has been running for quite a few days. E-commerce improvement is the key success criteria for this. One of the experiences is receiving maximum traffic and has very low conversion, stakeholder asked you look into the issue and fix that. What you will do in that situation.

A. You will change the configuration to stop traffic from that experience.
B. You will let stakeholders know that Adobe Target is currently learning and let it run.
C. You should exclude that experience from your experience so that it should not impact business metric.
D. Automated personalization is being managed by Adobe consultant so let them know about this.

A

B. You will let stakeholders know that Adobe Target is currently learning and let it run.

114
Q

Optimization consultant has set up an A/B test with Target as a reporting source & circulated the activity details to get a sign-off from UX & marketing leads. One of the leads proposed to use A4T reporting source. What is the possible reasons to use A4T over Target reporting source?

A. Stakeholders want to create more than one custom metrics in Target
B. A4T reporting is much faster than Target
C. Default A4T is flexible to add more data sources for robust analysis.
D. Analysis needs to include historical data for comparison.

A

A. Stakeholders want to create more than one custom metrics in Target

115
Q

Which activity has a similar interface like MVT type activity?

A. A/B Auto Target
B. A/B Manual
C. Recommendation Activity
D. Automated Personalization

A

D. Automated Personalization

116
Q

Below are the results from an A/B/C/D test, which was run for the duration of 3 weeks. BP is asked to interpret the results. Which of the statements is true based on the below result.
Exp Visitors RPV Revenue p-value
Control 251 11.9 $3000 0.5
Exp B 244 16.3 $4000 0.47
Exp C 249 20.8. $5000 0.95
Exp D 253 23.7. $6000 0.04

A. Control is better than Exp B with an RPV of 11.9 with 50% confidence
B. Exp. B is better than Exp. D with an RPV of 16.3 with greater than 60% confidence
C. Exp. D is better than control with an RPV of 23.7 with greater than 95% confidence
D. Control is better than Exp. C with RPV of 20.8 with 0.95 p-value.

A

C. Exp. D is better than control with an RPV of 23.7 with greater than 95% confidence

117
Q

On the home page of a leading e-commerce site, BP want to validate the changes on a CTA & Hero Banner. There are two versions of CTA & Hero banner, with a total of 4 combinations. Along with this, BP wants to perform actions like changing the CTA position & adding an element prior to the carousel hero banner. Which of the activity type is recommended in this case

A. A/B Activity
B. MVT Activity
C. Automated Personalization Activity
D. Recommendations Activity

A

B. MVT Activity

118
Q

In which of the activity type, offer level targeting can be achieved?

A. MVT
B. Automated Personalization
C. Search & Promote
D. Recommendations

A

B. Automated Personalization

Adobe Target Business Practitioner (AD0-E401) (3 decks)

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