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Adobe Customer Journey Analytics Business Practitioner Professional Sample Questions:

1. You are trying to analyze how long it takes for a customer to make an online purchase. The process from brand awareness to purchase is long (taking multiple days and site visits) and for most customers, they visit your company site from multiple channels before purchasing.
However, you have already analyzed the funnel from first touch to conversion. Instead, you would like to analyze the period between the customer's final site arrival and the purchase.
Which of dimension would be used in the lookback window of an attribution model to answer this question?
Response:

A) Person
B) Session
C) Conversion Time
D) Custom Time

2. Which visualization do you choose for retention or churn analysis?
Response:

A) Donut
B) Cohort table
C) Histogram
D) Flowchart

3. A company sells large machines and parts and accessories for those machines. They have recently added a how-to video section to their site and want to know which group of users is visiting the video page. An analyst builds the following Venn diagram as part of their analysis.

What conclusion can the analyst draw? Response:

A) Visitors that view Parts and Accessories pages are more likely to also view the Large Machines page.
B) Visitors that view Parts and Accessories pages are more likely to also view the How-to Video page.
C) Visitors that view How-to Video pages rarely visit Large Machines pages.
D) Visitors that view Large Machines pages are more likely to also view the How-to Video page.

4. A customer visits a website from a paid social campaign on March 13th. On April 18th, the same customer visits the site again after using a search engine to find the website and adds some items to their cart. The customer finally completes their purchase on April 20th after clicking a paid search add to get to the website.
When an analyst looks at channel attribution for this order, they see organic search and paid search both getting credit for the order. They are using an Inverse-J attribution model with a 30-day lookback window.
Why are only paid search and organic search getting credit for the order?
Response:

A) The attribution model prioritizes paid channels over organic
B) The attribution model gives more credit to early touches
C) The attribution model gives more credit to later touches
D) The lookback window for the orders is too short

5. Your marketing team requested a report showing customer purchases broken down by product categories over the last 12 months. After generating the report, you notice that the totals for some months are missing. Upon investigation, you discover that the date range filter was incorrectly set to the last 6 months. What should you do next?
Response:

A) Update the date range filter to include the last 12 months.
B) Enable dynamic date ranges in the report.
C) Reassign the report to a different campaign.
D) Create a new calculated metric for monthly purchases.

Solutions: