Adobe Campaign Classic Business Practitioner Expert: Personalization, Dynamic Content, and Templates

What you must understand

Personalization uses JavaScript expressions in delivery content, resolved against the target data. Know personalization blocks, conditional content, and dynamic content driven by enumerations or query results. Understand delivery templates as reusable content shells and how content variants work.

Traps that appear in questions

• Context matters. A personalization expression resolves against the delivery's target; referencing a field not in the target fails silently or shows a fallback.
• Escaping. Special characters in personalization must be escaped; unescaped output breaks rendering.
• Conditional content uses if/else blocks; dynamic content uses variants keyed to a field. They solve different problems.
• Fallback values. Always define a fallback for optional fields; blank personalization is a common exam failure.

Rule of thumb

If the content changes based on a recipient attribute, use a variant. If it changes based on a rule or condition, use a conditional block.

Worked example

A newsletter shows a different banner per loyaltyTier. Define variants keyed to the enumeration and a default variant for unknown values - otherwise recipients with a null tier see blank content.