QUESTION: 9

A retail company is tracking the following:
· An event for clicks on navigation
· An eVar for navigation items clicked on
· A conversion syntax merchandising eVar tracking navigation as a product finding method (PFM) The company is in the beginning stages of a site redesign and wants to optimize their navigation system.
Before they can optimize, the company needs to benchmark how effectively their current navigation system brings visitors deeper into the site to find products .
Which metric should the Architect use?

(Units) -r (orders where Navigation is the PFM)
Navigation click-through rate (Navigation clicks * page views)
Navigation usage rate per visit (Navigation clicks * visits)
(Product Views with Navigation as the PFM) * (Navigation clicks)

Answer(s): C

Explanation:

To benchmark the effectiveness of the current navigation system, the Architect should look at the navigation usage rate per visit. This metric, calculated by multiplying the number of navigation clicks by the number of visits, provides insight into how often visitors are engaging with the navigation system on a per-visit basis . It helps to understand the relative frequency of navigation usage, which is crucial for optimizing the system and ensuring that it effectively helps users to explore the site and find products .

Reference:

Adobe Analytics Navigation Metrics

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QUESTION: 10

For internal search terms, a company wants to give credit to the original keyword used to find a product. On the first visit, a customer searches for "Mobile" and views the Nebulous Pro. During the second visit, the customer refines this search to "5G Mobile" and views the Nebulous Pro again. The customer then purchases the Nebulous Pro for S200 on the third visit. The company wants "Mobile" to receive credit.
Which configurations should the Architect apply?

Configure an eVar as Merchandising with Original Value (First) allocation and set the expiration to 3rd Visit.
Configure an event to capture the revenue and enable the participation and set the expiration of the visit to 90 days .
Configure an event as Merchandising event to capture the revenue and set the expiration of the visit to 30 days .
Configure an eVar as a Merchandising Variable with Original Value (First) allocation and set the expiration to the purchase event.

Answer(s): D

Explanation:

Business Requirement: The company wants to ensure that the original search term ("Mobile") receives credit for the purchase, despite subsequent searches . Understanding Merchandising eVars: Merchandising eVars are used to attribute success events (like purchases) to specific values captured earlier (like search terms).
Allocation and Expiration Settings:
Original Value (First) Allocation: This setting ensures that the first value captured (in this case, "Mobile") remains attributed to the visitor, regardless of subsequent values . Expiration Setting: Setting the expiration to the purchase event ensures that the value ("Mobile") remains active until the visitor makes a purchase.

Configure an eVar as Merchandising Variable: This allows tracking specific values like search terms in relation to product views and purchases .
Original Value (First) Allocation: Ensures that the initial search term ("Mobile") gets credit. Expiration to Purchase Event: Keeps the eVar value until the purchase is made, ensuring accurate attribution.

Verification: According to Adobe Analytics documentation on Merchandising eVars, using Original Value allocation with appropriate expiration settings ensures correct attribution of original search terms to final purchases (Adobe Analytics Implementation Guide).

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QUESTION: 11

A company wants the Architect to design tracking for a new blog post sharing feature that the company will add to their existing blog pages . This feature allows the visitor to share blog posts to their own social accounts .
The company wants the ability to report on:
· The total number of times each blog post was shared from the site

· The total number of shares to each social network
· The social networks to which each blog post was shared Which three variables should the Architect use? (Choose three.)

eVar for "Blog Campaign"
s .referrer
s .campaign = 'Organic Social Network"
eVar for "Blog Post Title"
eVar for "Blog Share Social Network'
Event for "Blog Shares"

Answer(s): D,E,F

Explanation:

Business Requirement: The company wants to track shares of blog posts to social networks and report on the total number of shares and the specific networks used.
Variables and Metrics Needed:
eVar for "Blog Post Title": Captures the title of the blog post being shared. eVar for "Blog Share Social Network": Captures the social network to which the post is shared. Event for "Blog Shares": Captures the number of times a post is shared.

eVar for "Blog Post Title": This variable allows reporting on the specific blog posts being shared. eVar for "Blog Share Social Network": This variable tracks which social networks the posts are shared to, enabling detailed reporting.
Event for "Blog Shares": This metric captures the total number of shares, providing a quantifiable measure of sharing activity.
Verification: According to Adobe Analytics best practices for tracking social sharing, using specific eVars for post titles and social networks along with an event for total shares ensures comprehensive reporting (Adobe Analytics Implementation Guide).

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QUESTION: 12

An automobile manufacturer recently integrated Adobe Audience Manager (AAM) with Adobe Analytics .
The business wants to bring in multiple AAM segments inside analytics to associate other metrics with the AAM segments . Also, AAM needs analytics data to create first party traits .

Which configuration should be used to enable a two-way integration?

A list prop variable and server-side forwarding enablement
The products variable and client-side forwarding enablement
A list variable and client-side forwarding enablement
A list variable and server-side forwarding enablement

Answer(s): D

Explanation:

Business Requirement: Enable a two-way integration between Adobe Audience Manager (AAM)

and Adobe Analytics .
Configuration Needs:
List Variable: Used to bring in multiple AAM segments into Adobe Analytics . Server-Side Forwarding: Ensures that data flows between Adobe Analytics and AAM seamlessly.

List Variable: Suitable for handling multiple segments and their associations with other metrics within Adobe Analytics .
Server-Side Forwarding: This method ensures real-time data exchange between the platforms, enabling both to use each other's data for enhanced segmentation and reporting. Verification: According to Adobe's documentation on integrating Audience Manager and Analytics, using list variables with server-side forwarding is the recommended approach for robust two-way integration (Adobe Audience Manager and Analytics Integration Guide).

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