Foundations Flashcards by Meredith Synnott

What are some data governance features of Adobe Audience Manager? Two correct answers.

Role Based Access Control

2. Data Export Controls

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What are the key functions of a DMP?

collect data
build audiences
push data to marketing platforms
unify profiles

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AAM has data out integrations with which of the following vendor types?

Demand Side Platforms

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By implementing a digital foundation with the Adobe Experience Cloud, companies can…

stitch together different digital marketing tools

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What kind of data is available through Audience Marketplace?

Second and third party data

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What can a DMP like AAM be used for?

Activating segments’ to destinations for targeting

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What can brands offer their customers with the help of a DMP?

Consistent, personalized experiences

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AAM helps break down data silos and deliver an improved customer experience when consumers…

own multiple devices

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What kind of traits are associated with cookie-type data source?

Rule Based

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Definition of a data source

A container to hold traits

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Why should you select Cross Device ID type when creating a new data source to onboard offline data traits?

It uses a customer ID to reconcile online and offline profiles

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If ID type is “Cross Device”, what allows collected data to be associated with the user’s profile?

Customer ID used to log into a website.

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If ID type is “Cookie”, what allows collected data to be associated with the user’s profile?

identifiers stored in a users browser

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When is newly onboarded data ready for use in AAM?

24-48 hours

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To collect data on an unknown visitor to a brand’s website, which ID type should be used?

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What would you expect to see in the network traffic when a client side implementation of AAM DIL code is working correctly?

An event call

2. A doPostbacks response

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In media tagging pixel key value pairs, how are the keys prefixed?

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How is onboarded data associated with a brand’s data?

Through the Data Source ID

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What is the response of an Adobe Analytics call when server side forwarding to AAM has not been implemented on the website?

2x2 gif

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What is the BAAAM tool used for?

Creating Bulk folder, trait, and segment creation

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Which type of trait uses signals collected online in real time, such as when a user browses a website?

Rule Based

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What is mandatory when you are defining traits and segments?

Folder

Which of the following collects information about a user from the first, second, or third party data?

Signal

Which type of trait uses data from offline sources such as a CRM?

Onboarded

The rule based trait is used to gather data from Adobe Analytics. To create this trait, you need to use...

c_var3

To view top unused signals, a user must open____ first.

Audience Data

___ Settings of data explorer allow a user to reuse it in everyday work to save time.

Save search

________ Helps a user to find traits that were coming into the report suite and forwarded to Audience Manager

Advance Search

Use ____ fields on the search page of Data Explorer to check expressions added as traits and where it is stored.

Key Value Pair

___ Displays signals that are new and not in use the last 7 days

New Unused Signals

Which of the following can you select from the Add New drop down menu on the Traits page of Audience Manager?

Trait Type

How can you reduce the number of users that qualify for a segment? Two correct answers.

1. Set recency and frequency on one or more traits | 2. link traits together with AND or AND NOT

How do you create a folder (to hold traits) on the Traits screen in AAM?

Hover over a folder and click on the plus sign

Which information do you need in order to define traits in AAM? Select two correct answers.

1. the data source to use | 2. the way to reference signals coming into AAM

What does the visitor profile viewer display?

Segments and traits for which a given UUID qualifies for

Which of the following can be defined as a piece of data collected about a user from first, second, or third party data?

Signal

Which delivery methods are best when its important that segments are transferred immediately?

1. URL | 2. Cookies

Where do you set up a new Cookie Destination in AAM?

Manage Data> Data Sources > Destination Description

You want to add and map a segment to a destination in AAM. After you've selected a Segment and clicked on "Add Selected Segments", what do you do next?

Enter a value for mapping

What object contains the cookie destinations in the doPostbacks response to an analytics call from a website?

"stuff"

In what instances would you use a Data Export Label when creating a destination for which situation?

1. when the destination will contain PII | 2. when the destination will be used for ad targeting

What information must you include when adding a non serialized URL Destination to a Segment?

The cookie name

Algorithmic Trait

associated with an algorithmic model, helps achieve user accuracy goals. (created from lookalike model)

Onboarded Trait

coming in from a batch file (LiveRamp or Natural match) anything with file name

Rule Based Trait

anything happening online (analytics, dil cod, media pixels), most common, combination of one or more signals

Folder Trait

in UI itself, as your organize the taxonomy to nest things together, folder traits contain everything in sub folders

Backfilling traits

Didn't create the traits in time, backfill data that you missed up to 90 days. Allows you to create traits after you know data is coming in.

General Report

segment sizes, trait, sizes, destination counts, use these for exporting(quick way to get counts

Trend Report

Able to see every day or every week in the report. Can have up to 5 traits to look at. Able to see when a trait stopped working. Can show graphs for comparison of traits. more in depth

Onboarding Status Report

Snapshot of offline files delivered, see what was delivered successfully. See format errors, invalid ids, etc. (Error diagnostics)

Audience Reports

Contains Overlap Reports, Lookalike modeling, unused signal report

Signal

raw data received by AAM from an event call/pixel.

destination

any third party system outside of AAM that you want to share data with, such as ad servers, DSP, data providers

Data export controls on data sources

- cannot be tied to PII - cannot be used for site ad targeting - cannot be used for offsite targeting - cannot be used for onsite personlization