EMT Practice Test

1. Question Content...

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Question1: An analyst needs to provide an optimization hypothesis to increase the Paid Search spend ROL. Which optimization hypothesis should the analyst recommend?

Question2: An analyst needs to create a report that trends multiple metrics in a single chart. These metrics need to be added to a standard Adobe Analytics dashboard.
How should the analyst create this report?

Question3: An analyst needs to provide reporting on the amount of revenue attributable to an internal campaign. When a site visitor clicks through an internal the promotion ID is captured on the next page in prop1 and eVar1.
The prop is configured as a standard traffic variable. The eVar is set to last touch expiration.
The analyst needs to report on the revenue associated with the internal campaign
"homepage_promo_valentines_sale". Revenue must be attributed campaign.
How should the analyst report on this revenue?

Question4:
The analyst has been two separate reports that provide differing measurements of unique visitors. The reports were generated with Report. These differing values are in the attached exhibit. Why are the unique visitors of the "Typed/Bookmarked" Referrer type in the "Referrer Types" report unique visitors of the
"Direct" channel in the Last Touch Marketing Channel Report different?

Question5: The segment in the exhibit was used to report on mobile visits that included the Jewelry and Accessories category. When applying the segment to view reports., there are instances when mobile are NOT included within the results.

What changes to the segment are required?

Question6: An analyst needs to provide a URL to the marketing team that can be used to track paid search campaign activity. The analytics implementation is to capture the value of the "cid" query parameter, and set that as the value of s.campaign.
Which URL can be used to measure the paid search campaign activity?

Question7: In the image of the funnel shown in the exhibit, which statement is true if the number of orders doubles?

Question8: An analyst need to evaluate the "greatest gifts" email campaign. The following variables are available in Adobe Analytics:
- s.campaign: Tracking Code (using the "cid" parameter) - 30-day expiration. Last Touch
- prop1: Full Page URL
- eVar1: Full Page URL - 30-day expiration. Last Touch
- Pages: Custom page name
When the campaign was launched, the landing page URL was as follows:
http://www.geometrix.com/products/gifts/main.html?cmp=greatest%20gifts
How can the analyst report on revenue from the "greatest gifts" campaign for the last 30 days?

Question9: An analyst needs to create a URL to give to the marketing department for use in a paid search campaign.
The URL that the analyst created looks as follow:
www.site.com/landing_page.html?cid=paid-search_jeans-campaign
After the campaign launches, the analyst reviews the Traffic Sources report. "Search Engines - Paid". and observes NO traffic in the report.
What change should the analyst make to ensure paid search traffic from the URL above is present in the
"Search engines - Paid" report?

Question10: The social media manager sent an email to the analyst claiming that the latest report received has a lot lower conversion attribution to the organic social channel than expected. The analyst started to investigate and saw the information shown in the exhibit in the marketing channel manager:

What step should the analyst take next?

Question11: As part of the checkout process of an e-commerce site, the following pages and events are being set in the order shown:
- Page Name: Start Checkout - event1
- Page Name: Shipping Information - event2
- Page Name: Payment Information - event3
- Page Name: Review Order - event4
- Page Name: Purchase Confirmation - event5
The analyst needs to create a report that the company can use to determine the page in the checkout process where visitors have the highest rate and where visitors go after falling out of the funnel.
What should the analyst use to create this report?

Question12: How would the analyst create a segment for a "new visitor"?

Question13: A Business Practitioner needs to report on event5 by site section using a custom variable for day of week.
Which option allows the Business Practitioner to most efficiently achieve this goal?

Question14: How do the values of calculated metrics change from March 2016 compared to December 2016?

Question15: The analyst needs to the deliver a daily report that details a full list of the most popular products as they were sold by their merchandising categories. Products can belong to multiple merchandising categories and sub categories.
Which statement below best explains why the daily scheduled delivery of a report direct from the Adobe Data Warehouse would be a better choice than scheduled report from Adobe Analytics Reports?

Question16: An analyst has the following metrics available for a retail site:
- Revenue
- Orders
- All Visits
- Internal Search Visits
- Internal Searches
- Cart Adds
Which calculated metric should the analyst create to report on the internal search conversion rate for purchases?

Question17: An analyst wants to create a segment to measure all instances or organic search from Google for use on the Entry Pages report. How should the analyst create this segment?

Question18: How can the analyst correctly display "homepage" traffic?

Question19: An analyst needs to create a report using a mix of pages viewed by visitors and custom events to understand where visitors abandon the process.
Which type of report should the analyst create?

Question20: Using the classification rule builder, an analyst needs to create a classification report for marketing tracking codes by the campaign name value codes. Below is an example of several tracking codes, where the item between the underscores represents the campaign name:
1. paid-search_non-branded-phrases_jeans
2. social-media_brand-awareness_twitter
3. display-advertising_brand-awareness_media-site
4. affiliates_shipping-discounts_affiliate-network
What kind of classification rule should the analyst create?

Question21: Site visitors must perform the following steps to complete a full conversion:
1. Start a registration form
2. Complete the registration form
3. Purchase a software package
4. Download the software package
The following variable are available in the company implementation:
Event1: form start
Event2: form complete
Event3: download
Purchase event
Campaign
Products
eVar1: from name and step
eVar2: download name
Orders
What action should the analyst take to analyze the path to conversion shown?

Question22: What are two possible ways to provide a segmented view of the data in Adobe Analytics? (Choose two.)

Question23: An analyst needs to share a Workspace with a select group of individuals that may change over time.
Which process should the analyst follow?

Question24: Which statement is true regarding the segment if "equals" was changed to "does not equal"?

Question25: What is the correct order of steps that are needed to set up a classification rule in the Rule Builder?

Question26: What is the proper sequence to show a completed purchase conversion funnel using the below options:
- Visits
- Product views
- Cart adds
- Checkout
- Purchase
- Entries
- Exits

Question27: The Analyst needs to segment Data Warehouse report for mobile visits from the social, media channel. In the segment manager of Adobe Analytics following segments exist:
1. Social media visits (visits where the marketing channel is social media)
2. Mobile visits (visits where mobile device exists)
What should the analyst do to segment the data warehouse report for mobile visits from the social media channel?

Question28: An analyst needs to report on the performance of last quarters email marketing campaign efforts. The analyst expected to see the email marketing contribute over 40% of revenue. However, the result for this category shows only 18,5%.
Assuming that all tracking codes have been classified correctly, how should the analyst research individual email campaign to understand which campaign underperformed?

Question29: An analyst needs to report on the number of visits where the product, "Basic High Waist Jean," was viewed AND purchased within the same visit. But the analyst reported on the number of visits where the product,
"Basic High Waist Jean," was viewed OR purchased within the same visit. What is the result?

Question30: The analyst has been provided the video metrics and variables shown in the exhibit as a part of a solution design reference (SDR). Given the complete implementation shown, what reporting option is available within Adobe Analytics?

Question31:
A business has a download manager that may require the user to log in or register before a download can begin. The business is interested in the following data:
What drove the visitor to interact with a download button

The amount of revenue gathered as a result of downloads

The download start rate

Refer to the data points in the exhibit that are a part of the analytics solution design. What can the analyst determine on this solution?

Question32: An analyst needs to deliver a Workspace report to the members of the executive team on a weekly schedule in a form that is easily consumed.
How should the analyst schedule the delivery of this Workspace report?

Question33:
The analyst needs to report on URLs for a site using the segment in the exhibit. The page's report is capturing page urls.
The groups below represent visits in Adobe Analytics captured during the reporting period:
Group A:
www.acme.com/Beauty_&Fragrance/perfume
www.acme.com/Beauty_&Fragrance/foundation
www.acme.com/Beauty_&Fragrance/powder
Group B:
www.acme.com/BeautyandFragrance/perfume
www.acme.com/BeautyandFragrance/foundation
www.acme.com/BeautyandFragrance/powder
Group C:
www.acme.com/Cosmetics/foundation
www.acme.com/Cosmetics/powder
www.acme.com/Cosmetics/perfume
Group D:
www.acme.com/Beauty&Fragrance/perfume
www.acme.com/Beauty&Fragrance/foundation
www.acme.com/Beauty&Fragrance/powder
Which group of URLs would appear in a page's report with the segment applied?

Question34: The analyst needs to create classification for the Products reports for product category. product color and product size.
Where should the analyst create these classifications for the products report?

Question35: Using the Adobe Analytics suite of tools, which two tools should an analyst use to identify abnormalities in a given report? (Choose two.)