Acoustic Campaign Certification study guide
Acoustic Campaign Certification · Work through your exam, one topic at a time.
The Acoustic Campaign Certification is an independent study credential for B2C marketers, marketing operations specialists, and platform administrators who work with the Acoustic engagement platform and want to demonstrate working command of its core capabilities. The exam is organized around five equally weighted domains: Behavioral Intelligence, Customer Profiles, Intent Signals, Segmentation, and Omnichannel Orchestration. The Acoustic Campaign Certification study guide has 5 sections and about 1,587 words.
01Behavioral Intelligence
Behavioral Intelligence is the discipline of turning raw interaction events - page views, clicks, form submissions, email opens, message replies, and channel responses - into signals that drive decisions. A candidate must understand the event taxonomy (impressions, engagements, conversions, and negative events such as unsubscribes or spam complaints), the difference between a behavioral event (something a contact did) and a profile attribute (something true about the contact), and the role of scoring models that weight recency, frequency, and value.
331 words, about 2 min02Customer Profiles
A customer profile is the consolidated, unified record of a contact: identity attributes, contact preferences, channel addresses, consent state, and derived traits. The candidate must understand identity resolution (matching and merging records from multiple sources), profile completeness , consent and preference management , and how profile data feeds segmentation and orchestration.
315 words, about 2 min03Intent Signals
Intent signals are observable behaviors or data points that suggest a contact or account is moving toward a decision. The candidate must distinguish first-party intent (activity on owned properties - site visits, content downloads, demo requests) from third-party intent (off-site research, review-site activity, or aggregated topic interest), and understand how signals are scored, decayed, and combined.
313 words, about 2 min04Segmentation
Segmentation is the practice of dividing a contact population into groups that share traits or behaviors so messaging can be targeted. The candidate must understand segmentation criteria types (demographic, firmographic, behavioral, lifecycle, and value-based), static vs.
301 words, about 2 min05Omnichannel Orchestration
Omnichannel orchestration coordinates messages across email, SMS, push, web, and other channels so a contact receives a coherent, timely sequence rather than disconnected blasts. The candidate must understand journey design (entry criteria, steps, waits, branches, exits), channel selection , frequency and fatigue management , and cross-channel coordination to avoid duplicate or conflicting outreach.
327 words, about 2 min