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Adobe 9A0-412 : Adobe Analytics Business Practitioner Exam

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Test Number : 9A0-412
Test Name : Adobe Analytics Business Practitioner
Vendor Name : Adobe
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9A0-412 test Format | 9A0-412 Course Contents | 9A0-412 Course Outline | 9A0-412 test Syllabus | 9A0-412 test Objectives


test name: Analytics Business Practitioner Exam
test number: 4A0-412
Number of questions: 69
Time limit: 120 minutes
Format: Multiple choice, multiple select
Language offered: English
Delivery: Online proctored (requires camera access) or Exam Center proctored
Adobe exams are reported on a scale of 300 to 700. The passing score for each test is 550

Target Audience
Digital marketers
Business analysts
Business consultants
Data analysts
Web analysts
Digital analysts
Media / marketing analysts
Product owners and managers
UI analysts
Conversion / optimization specialists

At a minimum, the candidate seeking to become certified:
Has 2 years experience in digital analytics, typically has a marketing background or comes from a marketing role but can come from a variety of job roles, possesses and in-depth understanding of digital analytics metrics and dimensions, understands the business value of web technologies, can translate business requirements into metrics or KPIs, build and interpret reports, communicate results and can propose a course of action based on analysis of reports.
Helps clients understand how to extract/pull the information they want, and which are contextually relevant (e.g. help them define their business questions)
Understands how the technology works and understands a clients implementation (e.g. where the data sits, how it can be collected, how it is tracked) from a functional standpoint
Has at least one year of Adobe Analytics hands-on experience
Has a basic understanding of how digital analytics is filtering/structuring data
Has an awareness of the integration of Adobe Analytics with other Adobe solutions

The minimally-qualified Analytics Business Practitioner should be familiar with the following tools and comfortable in the following environments:
Internet browser
Microsoft Excel
Microsoft PowerPoint
Packet monitor
FTP client
Adobe Analytics Workspace
Debugging tools relevant to Adobe Analytics (Adobe Debugger, Omnibug, Observepoint, Charles)
Admin console (Report console and Experience Cloud console)
Adobe Launch (high level)
Apps, SPA
Mobile services
Adobe Experience Cloud (understand product profiles and user groups)
Adobe Help Center
Soft skills:
Virtual and in-person interaction with technical resources (e.g. Analytics Developer, IT) and the client
Data quality issues/ improvement discussions
Client KPI/Goal discussion meetings

Section 1: Business Analysis 25%
Section 2: Reporting and Dashboarding for Projects 25%
Section 3: Segmentation and Calculated Metrics 25%
Section 4: General tool knowledge and troubleshooting 15%
Section 5: Administration 10%

Section 1: Business Analysis
Given a business need/question, identify the most appropriate reporting strategy to perform an analysis
Analyze data to answer business questions and recommend new optimization hypotheses
Identify conversion funnels
Interpret Solution Design Reference (SDR) to determine what data is available in reports
Analyze report data to summarize and draw conclusions
Understand outliers and anomalies in reports
Section 2: Reporting and Dashboarding for Projects
Apply the process to configure projects using the most appropriate tool(s)
Compare fallout and flow visualization and appropriate variable types for reporting
Apply the process to schedule Projects, Report Builder and Data Warehouse
Apply the process to share Projects and Reporting and Analytics dashboards for different users and/or groups
Apply the process to set Alerts
Apply the process to lookup the dimensions/components
Apply the process to create a visualization
Given a scenario, determine the appropriate item to use Section 3: Segmentation and Calculated Metrics
Determine how to develop and configure segments
Apply the process to share segments with others in the organization
Compare segments
Apply segments to Projects and Components
Apply the process to generate calculated and/or segmented metrics
Determine Metric Types
Section 4: General tool knowledge and troubleshooting
Analyze reports and identify data quality issues
Define different types of dimensions and parameters existing in Adobe Analytics
Determine how to bring data in and out of Adobe Analytics
Apply the process to configure Report Builder
Section 5: Administration
Apply the process to configure the Marketing Channel reports with Marketing Channel processing rules
Apply the process to configure Classification Importer and Rule Builder
Identify information from marketing URLs
Apply the process to configure a virtual report suite based upon an existing segment
Understand Report Suite Admin Console Settings



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