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• exam name: Analytics Business Practitioner Exam
• exam 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 exam 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