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aam business practitioner > Foundations > Flashcards

Foundations Flashcards

1
Q

What are some data governance features of Adobe Audience Manager? Two correct answers.

A
  1. Role Based Access Control

2. Data Export Controls

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2
Q

What are the key functions of a DMP?

A
  1. collect data
  2. build audiences
  3. push data to marketing platforms
  4. unify profiles
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3
Q

AAM has data out integrations with which of the following vendor types?

A

Demand Side Platforms

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4
Q

By implementing a digital foundation with the Adobe Experience Cloud, companies can…

A

stitch together different digital marketing tools

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5
Q

What kind of data is available through Audience Marketplace?

A

Second and third party data

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6
Q

What can a DMP like AAM be used for?

A

Activating segments’ to destinations for targeting

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7
Q

What can brands offer their customers with the help of a DMP?

A

Consistent, personalized experiences

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8
Q

AAM helps break down data silos and deliver an improved customer experience when consumers…

A

own multiple devices

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9
Q

What kind of traits are associated with cookie-type data source?

A

Rule Based

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10
Q

Definition of a data source

A

A container to hold traits

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11
Q

Why should you select Cross Device ID type when creating a new data source to onboard offline data traits?

A

It uses a customer ID to reconcile online and offline profiles

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12
Q

If ID type is “Cross Device”, what allows collected data to be associated with the user’s profile?

A

Customer ID used to log into a website.

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13
Q

If ID type is “Cookie”, what allows collected data to be associated with the user’s profile?

A

identifiers stored in a users browser

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14
Q

When is newly onboarded data ready for use in AAM?

A

24-48 hours

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15
Q

To collect data on an unknown visitor to a brand’s website, which ID type should be used?

A

Cookie

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16
Q

What would you expect to see in the network traffic when a client side implementation of AAM DIL code is working correctly?

A
  1. An event call

2. A doPostbacks response

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17
Q

In media tagging pixel key value pairs, how are the keys prefixed?

A

d_

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18
Q

How is onboarded data associated with a brand’s data?

A

Through the Data Source ID

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19
Q

What is the response of an Adobe Analytics call when server side forwarding to AAM has not been implemented on the website?

A

2x2 gif

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20
Q

What is the BAAAM tool used for?

A

Creating Bulk folder, trait, and segment creation

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21
Q

Which type of trait uses signals collected online in real time, such as when a user browses a website?

A

Rule Based

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22
Q

What is mandatory when you are defining traits and segments?

A

Folder

23
Q

Which of the following collects information about a user from the first, second, or third party data?

A

Signal

24
Q

Which type of trait uses data from offline sources such as a CRM?

A

Onboarded

25
Q

The rule based trait is used to gather data from Adobe Analytics. To create this trait, you need to use…

A

c_var3

26
Q

To view top unused signals, a user must open____ first.

A

Audience Data

27
Q

___ Settings of data explorer allow a user to reuse it in everyday work to save time.

A

Save search

28
Q

________ Helps a user to find traits that were coming into the report suite and forwarded to Audience Manager

A

Advance Search

29
Q

Use ____ fields on the search page of Data Explorer to check expressions added as traits and where it is stored.

A

Key Value Pair

30
Q

___ Displays signals that are new and not in use the last 7 days

A

New Unused Signals

31
Q

Which of the following can you select from the Add New drop down menu on the Traits page of Audience Manager?

A

Trait Type

32
Q

How can you reduce the number of users that qualify for a segment? Two correct answers.

A
  1. Set recency and frequency on one or more traits

2. link traits together with AND or AND NOT

33
Q

How do you create a folder (to hold traits) on the Traits screen in AAM?

A

Hover over a folder and click on the plus sign

34
Q

Which information do you need in order to define traits in AAM? Select two correct answers.

A
  1. the data source to use

2. the way to reference signals coming into AAM

35
Q

What does the visitor profile viewer display?

A

Segments and traits for which a given UUID qualifies for

36
Q

Which of the following can be defined as a piece of data collected about a user from first, second, or third party data?

A

Signal

37
Q

Which delivery methods are best when its important that segments are transferred immediately?

A
  1. URL

2. Cookies

38
Q

Where do you set up a new Cookie Destination in AAM?

A

Manage Data> Data Sources > Destination Description

39
Q

You want to add and map a segment to a destination in AAM. After you’ve selected a Segment and clicked on “Add Selected Segments”, what do you do next?

A

Enter a value for mapping

40
Q

What object contains the cookie destinations in the doPostbacks response to an analytics call from a website?

A

“stuff”

41
Q

In what instances would you use a Data Export Label when creating a destination for which situation?

A
  1. when the destination will contain PII

2. when the destination will be used for ad targeting

42
Q

What information must you include when adding a non serialized URL Destination to a Segment?

A

The cookie name

43
Q

Algorithmic Trait

A

associated with an algorithmic model, helps achieve user accuracy goals. (created from lookalike model)

44
Q

Onboarded Trait

A

coming in from a batch file (LiveRamp or Natural match) anything with file name

45
Q

Rule Based Trait

A

anything happening online (analytics, dil cod, media pixels), most common, combination of one or more signals

46
Q

Folder Trait

A

in UI itself, as your organize the taxonomy to nest things together, folder traits contain everything in sub folders

47
Q

Backfilling traits

A

Didn’t create the traits in time, backfill data that you missed up to 90 days. Allows you to create traits after you know data is coming in.

48
Q

General Report

A

segment sizes, trait, sizes, destination counts, use these for exporting(quick way to get counts

49
Q

Trend Report

A

Able to see every day or every week in the report. Can have up to 5 traits to look at. Able to see when a trait stopped working. Can show graphs for comparison of traits. more in depth

50
Q

Onboarding Status Report

A

Snapshot of offline files delivered, see what was delivered successfully. See format errors, invalid ids, etc. (Error diagnostics)

51
Q

Audience Reports

A

Contains Overlap Reports, Lookalike modeling, unused signal report

52
Q

Signal

A

raw data received by AAM from an event call/pixel.

53
Q

destination

A

any third party system outside of AAM that you want to share data with, such as ad servers, DSP, data providers

54
Q

Data export controls on data sources

A
  • cannot be tied to PII
  • cannot be used for site ad targeting
  • cannot be used for offsite targeting
  • cannot be used for onsite personlization

aam business practitioner (6 decks)

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