Adobe Target Business Practitioner Expert flashcards
Adobe Target Business Practitioner Expert · Build recall with a focused review session.
32 cards. Read the term and the definition here. The deck at the top of this page is optional.
- Primary goal
- The single success metric chosen when an activity is created; it drives Auto-Allocate and Auto-Target and cannot be changed after activation.
- Statistical power
- The probability of detecting a true effect when one exists; 80% power is the common planning threshold and requires larger samples for smaller effects.
- Minimum detectable effect
- The smallest lift a test is designed to detect; smaller MDE values require substantially larger sample sizes per variant.
- Multivariate test
- An activity type that tests combinations of page elements (factorial design) to identify which elements and interactions drive the primary goal.
- Experience Targeting
- An activity type (XT) that delivers specific experiences to defined audiences based on rules such as geo, device, or custom parameters.
- Holdout group
- A control segment that receives no change, used to measure incremental lift and separate test impact from seasonality or other campaigns.
- at.js
- Adobe Target's current client-side JavaScript library; it replaces legacy mbox.js and supports on-device decisioning and response tokens.
- Property token
- A value (at_property) that isolates report data and activity visibility across teams or sites within a single Target organization.
- Response tokens
- Visitor attributes (such as geo or profile values) returned in the Target response for use by downstream tools; enabled in Admin.
- On-device decisioning
- A Web SDK capability that evaluates Target rules locally on the client, reducing latency and enabling offline or edge scenarios.
- Approver role
- A Target user role that can approve activities before they go live; Enterprise accounts can require approval as a governance control.
- Registered host
- A domain or hostname added in Admin > Hosts that is authorized to serve Target activities; unregistered hosts cannot deliver content.
- Visual Experience Composer
- The WYSIWYG editor (VEC) used to create and modify page experiences by editing the DOM directly within Target.
- Form-Based Composer
- An activity editor that lets practitioners define offers and mboxes precisely, required for non-HTML or server-side response scenarios.
- QA mode link
- A preview URL with at_qa_mode=true and an activity token that shows experiences without recording data in reports.
- Activity priority
- A numeric level (0–999, lower is higher priority) that determines which activity wins when multiple activities target the same mbox and audience.
- Traffic allocation
- The percentage of qualifying visitors assigned to each experience in an activity; allocations across experiences must sum to 100%.
- Auto-Allocate
- A Target activity type that uses a machine-learning bandit to shift traffic toward the best-performing experience while the test runs.
- Auto-Target
- A Target activity type that uses a machine-learning model to select the best experience for each visitor based on profile and behavior.
- Lift formula
- Lift = (experience conversion rate − control conversion rate) / control conversion rate × 100%, expressing relative improvement over control.
- Revenue per visitor
- RPV = total revenue divided by number of visitors; a common primary metric that combines conversion and average order value.
- Average order value
- AOV = total revenue divided by number of orders; useful as a secondary metric when conversion rate is the primary goal.
- Two-proportion z-test
- A hypothesis test comparing conversion rates of two experiences; z = (p1 − p2) / sqrt(p(1−p)(1/n1 + 1/n2)) using the pooled proportion.
- Confidence interval
- A range around an observed metric, p̂ ± z × sqrt(p̂(1−p̂)/n); for 95% confidence z = 1.96, indicating estimate precision.
- Segment report
- A report that breaks activity results down by audience dimension such as device, geo, or custom parameter to reveal heterogeneous effects.
- Sample ratio mismatch
- A significant deviation between planned and observed traffic split across experiences, often signaling a tracking or implementation defect.
- Target Trace
- A debugging tool that shows mbox requests, audience evaluation, and offer decisions for a visitor to diagnose why an activity did not appear.
- Flicker mitigation
- Techniques such as pre-hide snippets or async at.js loading that prevent the original page content from flashing before personalized content renders.
- Collision handling
- Target's automatic detection of overlapping activities on the same mbox; priority levels decide which activity delivers to a visitor.
- Recommendations criteria
- Algorithms such as most viewed, recently viewed, top sellers, or custom criteria that determine which catalog entities are recommended to a visitor.
- Catalog schema
- The defined set of entity attributes (id, name, category, message) and behavior attributes (views, purchases) that feed Recommendations algorithms.
- Backup recommendation
- A fallback set of items shown when the primary algorithm lacks sufficient data, preventing empty recommendation slots on the page.