Adobe Target
Business Practitioner Expert - Japanese

At a minimum, the candidate seeking to become certified as a Target Business Practitioner has:

• Typically 2+ years’ experience with optimization platforms, including Adobe Target
• Hands-on experience with Adobe Target
• Typically 2+ years’ experience leading/contributing to optimization programs
• An understanding of basics of Target/Adobe Marketing Cloud administrative tasks (preferences, user roles and permissions, settings)
• The ability (1) to understand and translate business KPIs into optimization goals and (2) to make suggestions based on needs assessment
• The ability to determine the appropriate Adobe Target activity types based on optimization goals
• Knowledge of how HTML and CSS can be used to optimize the user experience
• Understanding of JavaScript as a concept
• The knowledge of statistical concepts and data analysis as it applies to optimization
• An in-depth knowledge of the three-step workflow (experiences, targeting, goals and settings, including all reporting sources)
• The ability to translate Activity reporting results into actionable insights and suggestions
• An understanding of the impact of changing technologies on Target (e.g., ITP, GDPR/CCPA, SPA)
• An understanding of how Recommendation Activities can be used as a solution

The candidate should be familiar with the following technologies and environments:

Technologies

• Marketing cloud debugger / also called Adobe Experience Cloud debugger
• Adobe Analytics as a reporting source for Target specifically A4T integration
• Browser's console / Browser developer tools such as console, network tab
• Network tools in browser
• Basic understanding of other Adobe Tools
• Developer Console (any web browser)
• Adobe Target sample calculator
• Adobe Audience Manager fundamentals
• Adobe Experience Cloud (as audience source for Target)
• Adobe Experience Manager
• Basic knowledge of terminology used in statistics as related to Target
• Basic knowledge of cookies behavior
• How to read a Solution Design Reference

Environments

• Desktop / Website including desktops and mobile devices
• Mobile App (basic understanding) / Use of Target for mobile devices
• Staging-development
• Production
• Production environments across mobile devices, tablet devices and desktop devices
• Related hosting platforms
• Use of target for single page applications
• Email

Section 1: Planning and strategy (31%)

• Identify business KPIs and successfully translate these into optimization goals given key business requirements
• Identify opportunities for optimization based on business KPIs and data analysis
• Prioritize test ideas based on business needs, level of effort, and potential for lift
• Based on the Adobe Sample Size Calculator, determine how variables impact the activity
• Construct test hypotheses based on a given scenario and identify hypotheses elements
• Analyze a test hypothesis based on a given scenario and identify aspects of a valid hypothesis
• Determine KPI-based primary and secondary success metrics
• Assess audience requirements
• Determine the appropriate analytics reporting sources (i.e., Target or Adobe Analytics)

• Explain the use of Form-Based Experience Composer vs. the Visual Experience Composer
• Apply procedures to create an experience using VEC
• Apply procedures to create an experience using Form-Based Composer
• Apply procedures to manage experiences within an experience composer
• Describe the workflow that applies to creating Target Activities
• Apply procedures to create an A/B test activity
• Apply procedures to create an XT activity
• Apply procedures to create an MVT activity
• Understand how AP is used for solutions
• Apply procedures to create a Recommendation activity
• Apply procedures to create an Audience in Target
• Apply procedures to set Goals and Settings
• Apply procedures to conduct Activity QA
• Apply procedures to manage Activities and Audiences within Target

• Define and evaluate report settings to help set the elements that appear in a report
• Evaluate and compare Adobe Target Sample Size Calculator settings when both planning Target activities and validating Target activities reports
• Evaluate and identify common problems associated with A/B testing and how to avoid them
• Understand how Automated Personalization Summary reports differ from other reports
• Evaluate Experience Performance reports (MVT)
• Determine the winning variation based on the observed lift, confidence levels and business objectives

• Diagnose activity qualification issues
• Use browser debugging tools (including Experience Cloud Debugger) to verify implementation
• Verify metrics and reporting