Adobe Campaign Classic
Business Practitioner Professional

You should have:

• A minimum of one year of foundational Campaign software experience
• An understanding of how to run a query
• An understanding of the toolkit that Adobe Campaign offers
• Knowledge of how to translate business objectives into workflow
• An understanding about targeting and segmenting an audience
• Experience with testing and sending a delivery
• Hands-on experience setting up cross- channel, personalized workflows and sending deliveries
• Experience analyzing and monitoring logs and errors
• An understanding of digital marketing concepts and tactics
• Basic understanding of automation, metrics, and campaign tactics (capabilities around data management, cloud services, approvals, and so on)
• An understanding of basic relational databases and of targeting queries in a campaign
• Experience with basic HTML and personalization
• Subscription service management (opt in/opt out)

Section 1: Build a Campaign (29%)

• Recognize the different Digital Marketing concepts and objectives
• Identify and define key tool features and structure, in relation to the interface
• Determine the appropriate delivery template with subdomain to use given Business Requirements
• Identify the appropriate delivery preparation or personalization requirements given Business Requirements
• Determine the correct target audience among profiles and analyze the results of the expected outcomes
• Recommend and apply the correct campaign approval settings
• Determine scheduling based on campaign requirements
• Recognize where to locate delivery results or output
• Differentiate between different error and warning types (delivery, campaign, and workflow level)

• Given a scenario, determine which workflow activities should be selected
• Differentiate between campaign and technical workflows
• Given a scenario, determine which workflow solution is optimal for continuous, waits, recurring, aborts situations
• Identify the new capabilities and features of Campaign V8 compared to previous versions

• Determine how to modify columns within a view to test data/output
• Describe the purposes of the union, intersection, exclusion, and split workflow targeting activities
• Determine the appropriate method to reconcile data, generate a complement, deduplicate, and import data
• Given a scenario, identify which data enrichment rule should be used
• Given a scenario, determine how to segment an audience and store as a list and cells
• Given a scenario, determine the best method to export data to destinations by configuring them

• Given a scenario, determine the correct delivery type
• Given business requirements, determine how to create templates
• Given business requirements, determine the correct delivery properties
• Identify and apply OOTB personalization options available for a delivery (link to mirror page, greeting, un-sub link)
• Given a scenario, determine the appropriate typology rule (control, filtering, pressure, capacity)
• Identify the cause of a recipients’ exclusion of a delivery in the log and check delivery diagnostics
• Indicate where/how to test delivery content and personalization
• Differentiate among the various delivery states that occur during processing and apply actions

• Identify common OOTB reports and where to access them
• Determine which OOTB report is needed based on reporting requirements
• Identify the Descriptive Analysis functionality inside Adobe Campaign
• Given a scenario, apply the right authorizations to limit/allow access to Campaign objects