Certification journey for Adobe Audience Manager Business Practitioner Professional

Intended audience:

• Digital Marketing Specialist
• Marketing Technology Consultant
• Audience Strategist
• Behavioral Consultant
• Digital Marketing Analyst
• Marketing Data Analyst
• Data Platforms Manager

Exam details:

• Level: Professional (0-12 months’ experience)
• Passing Score: 31/50
• Time: 100 mins
• Delivery: Online proctored (requires camera access)
• Available languages: English
• Cost: $125 (global) / $95 (India)
• Exam ID: AD0-E458

Exam objectives and scope

Section 1: Segment Creation and Syndication (32%)

• Identify ways to utilize first-, second-, and third-party data for targeting and analytical purposes
• Describe the basic process for the activation of business or campaign goals
• Differentiate the methods for segment activation
• Identify the different types of destinations
• Identify the different types of sources

Section 2: Trait Creation (16%)

• Given a scenario, identify signals, traits, segments, and audiences
• Identify the uses of different types of traits

Section 3: Reporting and Measurements (16%)

• Given a scenario, generate reports to measure activation or campaign goals
• Given a scenario, compare audiences on the basis of match rates

Section 4: Troubleshooting (10%)

• Given a scenario, troubleshoot inbound data from different sources and source types
• Validate format for inbound data files

Section 5: Taxonomy (12%)

• Determine the appropriate structure to create traits and segments that utilize a clear and consistent nomenclature
• Determine the correct technique to maintain an organized platform using a clear folder structure

Section 6: Profile Merge, ID Sync, and Audience Marketplace

• Organize user traits into a single unified profile to create household- or device-based audiences

• Identify activation using Audience Marketplace

You are not required to complete training before taking the exam, and training alone will not provide you with the knowledge and skills required to pass the exam. A combination of training and successful, on-the-job experience are critical to providing you with the repository needed to pass the exam.

Here are some suggested resources to help you prepare:

Sample questions

The sample questions allow you to see the type and format of items that you will encounter in the actual exam. There is no sign-on needed. The results of the sample questions are not stored, and do not predict your actual test results.

See sample questions

Section 1: Segment creation and syndication

• Bulk upload data usage into Audience Marketplace
• About segments
• Create a conversion trait in Audience Manager
• Audience Manager tutorials
• GDPR Readiness Guidance for Audience Manager Customers (Data Controllers)
• Segment Details Page
• Customer tips - trait and segment best practices

Section 2: Trait creation

• Signals, Traits, and Segments
• Segments: Purpose, Composition, and Rules
• Experience Platform segment sharing with Audience Manager and other Experience Cloud solutions
• Trait and Segment Qualification Reference
• Trait and Segment Population Data in Segment Builder

Section 3: Reporting and measurements

• Using Audience Optimization Reports to Understand Media Performance
• Experience Platform segment sharing with Audience Manager and other Experience Cloud solutions
• Understand Match Rates
• Create a Data Source for Analytics Data

Section 4: Troubleshooting

• Global Data Sources
• Data Sources List and Settings
• Manage Data Sources
• Inbound Data File Contents: Syntax, Invalid Characters, Variables, and Examples
• Real-Time Inbound Data Ingestion
• ID Synchronization for Inbound Data Transfers

Section 5: Taxonomy

• Folder Traits: About
• Trait Storage
• Create a trait taxonomy
• Understanding Segmentation

Section 6: Profile merge, ID sync, and Audience marketplace

• How Profile Merge Rule enhancements impact segmentation, activation, and reporting

• Create a conversion trait in Audience Manager

• Activate audience segments on-demand to batch destinations via the ad-hoc activation API

• Activate profiles and segments to a destination

About the certification exam

Adobe uses Examity to administer proctored exams online. In the Examity portal, you can:

• Schedule, reschedule or cancel your exam. Please note that canceling and rescheduling must be initiated prior to 48 hours before the scheduled exam appointment. Candidates must modify this appointment themselves.

• Pay for your exam. Pay for your certification exam either by voucher or credit card in the Examity portal. To purchase an exam voucher go to: Adobe Certification Voucher System. You can apply the voucher code when you schedule your exam. If you have a discount, it will apply at checkout.

• Take your exam.

Schedule or take exam AD0-E458