Adobe Target Business Practitioner Exam

45 Questions | Total Attempts: 2176

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Adobe Target Business Practitioner Exam


Questions and Answers
  • 1. 
    Mr. Singh 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. Singh 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

  • 2. 
    Mr. Singh 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

  • 3. 
    Mr. Singh 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

  • 4. 
    Mr. Singh 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 BannerElement 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. 

      A/B

    • C. 

      MVT

    • D. 

      Automated Personalization

  • 5. 
    An A/B test was setup by Mr. Singh 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? VisitsLiftConfidenceControl (Exp A)35,000  Exp B38,000-21%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

  • 6. 
    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. Singh 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

  • 7. 
    An AP test was setup by Mr. Singh 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. Singh 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.

  • 8. 
    Mr. Singh 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 AUsers coming from “Gurgaon” locationExperience BUsers coming from “Haryana”Experience CUsers coming from “India”
    • 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

  • 9. 
    Mr. Singh 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. Singh 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

  • 10. 
    Based on the calculations derived using sample size calculator, Mr. Singh 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

  • 11. 
    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.html4. 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

  • 12. 
    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. 

      Behavioural Targeting

    • D. 

      Recommendation

  • 13. 
    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 colour 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 Personlization

    • D. 

      Recommendations

  • 14. 
    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

  • 15. 
    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

  • 16. 
    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

  • 17. 
    As an optimization consultant, which experience will be a winner recommend as a winner in a test which was configured to improve the RPV.  Which of the below is a winner?Assume all other required parameters are achieved. 
    • A. 

      Control

    • B. 

      Variant 1

    • C. 

      Variant 3

    • D. 

      Variant 4

    • E. 

      Variant 2

  • 18. 
    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

  • 19. 
    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.

  • 20. 
    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. 

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

  • 21. 
    BP has created an AP test and is setting up the required audience segment for the activity. Audience criteria is dependent on Analytics variable eVar66 which has the bookingStatus of the user(booked/Non-booked). BP has created the audience with the below configuration. The expected content is not getting delivered on the page. What are the possible concerns? 
    • A. 

      Mbox parameter is not firing with the required Target global mbox request.

    • B. 

      EVar66 is not enabled in Analytics configuration

    • C. 

      EVar values cannot be mapped into Target for defining audience criteria

    • D. 

      Both B & C

  • 22. 
    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.

  • 23. 
    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

  • 24. 
    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

  • 25. 
    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

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