Certification journey for Adobe Marketo Engage Architect Master

Intended audience:

• Marketing technology manager
• Senior/Marketing operations manager
• Marketing operations director
• Senior Director/Manager for revenue operations
• Marketing operations/technology/automation consultants
• Marketing technologist
• Campaign manager
• Marketing automation manager
• Digital marketing
• Demand generation manager
• Solutions architect
• Business systems analyst
• CRM manager
• CRM/Lifecycle marketing manager

Exam details:

• Pre requisite: Current (not expired) Adobe Marketo Engage Business Practitioner Expert Certification
• Level: Master (3-5 years’ experience)
• Practitioner certification
• Passing Score: 30/50
• Time: 100 mins
• Delivery: Online proctored (requires camera access) or test center proctored
• Available languages: English
• Cost: $225 (global) / $150 (India)
• Exam ID: AD0-E560

Readiness self assessment

Complete the online readiness questionnaire to see if your current experience matches the recommended minimum candidate qualification.

Exam objectives and scope

Section 1: Project Leadership (16%)

• Given a case study, identify the right stakeholders
• Evaluate a set of requirements and recommend project boundaries, budget, resources, and scope
• Given a modified process, determine who needs enablement and efficient enablement rollout plan
• Evaluate an audit and recommend priorities and timeline

Section 2: Marketo Engage Architecture Design (48%)

• Gather requirements/needs and recommend a lead management and lifecycle design
• Review an existing implementation and provide findings
• Given a business need, identify the different behaviors for scoring
• Review an existing implementation, recommend actions to scale campaign execution
• Outline an operational procedure for lead routing multiple countries
• Given a scenario, evaluate the impact and requirements to incorporate new technology to the instance
• Identify the different types of integrations and when to use them
• Given a scenario, outline various stages in the person lifecycle impacted by proposed changes/requirements
• Appraise a set of requirements and recommend an approach to campaign logic

Section 3: Reporting and Attribution (20%)

• Given a model to review, explain the concept of detours in the lifecycle modeler
• Given an online advertising or organic social or content, recommend an approach for reporting
• Illustrate how to validate Marketo Engage reporting in tracking lifecycle changes
• Identify metrics to use in a given report type
• Identify how to track multi-channel attribution to evaluate ROI
• Identify and describe the pros and cons of different attribution models
• Given a business requirement, describe the effects of channel set up to reporting

Section 4: Advanced Operations (16%)

• Given a scenario, identify appropriate steps to improve management or governance

• Given a set of requirements, recommend an efficient data schema

• Evaluate a customer’s implementation and recommend actions to improve deliverability

• Evaluate a customer’s implementation and recommend actions to improve administration management

• Gather information about a client’s implementation and recommend security practices

• Explain the applicability of workspace and partitions for a given scenario

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: Project Leadership

• Champion Blog - Marketo Nation
• Marketo Product Docs
• Documentation - REST API

Section 2: Adobe Marketo Engage architecture design

• Reporting Overview
• Instructions for Creating a Custom Sync Rule
• The Definitive Guide to Lead Scoring

Section 3: Reporting and attribution

• Report Type Overview
• Understanding Attribution
• Champion Blog - Marketo Nation

Section 4: Advanced operations

• Marketo Product Docs

• Suppressing Soft Bounces

• Understanding Workspaces and Person Partitions

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-E560