2021 Marketer Certification

2021 Marketer Certification

About this certification

Certified Braze Marketers drive best-in-class customer marketing strategies that will both support the brand's promotional efforts, as well as shape the complete end-to-end customer journey using Braze. Certified Braze Marketer candidates should have general knowledge of message personalization, experience orchestration and channel mastery in Braze. Candidates should be able to plan, execute, and report on campaigns and Canvases. 

Additionally, candidates should have 6 or more months of experience working in Braze and should be able to successfully perform the tasks outlined in the exam objectives.

About the Exam

  • Content: 60 multiple-choice/multiple-select questions and 5 non-scored questions
  • Time to complete the exam: 60 minutes
  • Passing score: 65%
  • Delivery: Remote proctored exam and must agree to be recorded per the Braze Certification Candidate Agreement
  • References: No hard-copy or online materials may be referenced during the exam.
  • Prerequisite: None required; LAB course work highly recommended
  • Resources: Marketer Certification Resources

Exam Content

1.0 Data Planning and Management - 6%

  • 1.01 Understand data points
  • 1.02 Understand out-of-the-box, standard, and custom attributes and events
  • 1.03 Understand the sources of data
  • 1.04 Use a 3rd-party data visualization tool using Currents to understand campaign impact

2.0 Platform Management - 10%

  • 2.01 Add and delete dashboard users
  • 2.02 Understand and assign permissions to each user
  • 2.03 Create internal test groups
  • 2.04 Create and follow naming conventions for your campaigns/canvases
  • 2.05 Set up dashboard alerts
  • 2.06 Create tags
  • 2.07 Manage Teams in dashboard
  • 2.08 Understand your data point allotment

3.0 Message Personalization - 13%

  • 3.01 Understand Braze Attributes, custom attributes, API-triggered properties, and event properties
  • 3.02 Understand Liquid personalization and why it's valuable
  • 3.03 Understand Liquid syntax
  • 3.04 Use Liquid conditional logic to personalize messages
  • 3.05 Develop abort logic preferences
  • 3.06 Vary message contents depending on the date/time it's being sent
  • 3.07 Send message content based on a user's location
  • 3.08 Write Liquid using custom event properties to personalize messages
  • 3.09 Create and use Liquid shortcuts to insert content blocks
  • 3.10 Use Connected Content for deep personalization in all channels

4.0 Channel Mastery - 15%

  • 4.01 Understand the best practices, benefits, and common applications of each channel
  • 4.02 Understand success metrics for each channel
  • 4.03 Understand the benefits of cross-channel messaging and when to use each channel in a customer journey
  • 4.04 Understand email reputation
  • 4.05 Understand and complete IP warming
  • 4.06 Implement a sunset policy
  • 4.07 Understand US SMS Compliance laws
  • 4.08 Understand how to use deep links in all channels
  • 4.09 Understand webhooks, their value, and the common use cases
  • 4.10 Use email and SMS subscription groups for marketing preferences
  • 4.11 Use Inbox Vision to view your messages in different browsers and devices

5.0 Experience Orchestration - 43%

  • 5.01 Create detailed Segments
  • 5.02 Create enriched Segments with 3rd party data
  • 5.03 Understand your filtering/targeting options
  • 5.04 Understand delivery and entry options
  • 5.05 Build and launch campaigns
  • 5.06 Ability to discern when a Canvas should be used
  • 5.07 Understand Canvas steps
  • 5.08 Create branches based on different behaviors
  • 5.09 Recognize the differences between variants and branches
  • 5.10 Duplicate steps and clone a variant
  • 5.11 Understand how audience rate limiting works
  • 5.12 Understand how exception events work
  • 5.13 Understand how audience sync works in Canvas
  • 5.14 Understand how to frequency cap by channel and tag
  • 5.15 Understand how Quiet Hours work
  • 5.16 Understand Intelligence Suite
  • 5.17 Review A/B testing and how it's different from multivariate testing
  • 5.18 Create multivariates and variants with control groups in Canvas
  • 5.20 Preview your message as a random user, as a custom user, and the general preview
  • 5.21 Send a test message to yourself and team
  • 5.22 Understand what can and can't be edited post-launch of a Canvas
  • 5.23 Define and prioritize customized lifecycle journeys to drive high value actions
  • 5.24 Implement advanced use cases of multivariate testing in campaigns/canvas to analyze various factors
  • 5.25 Understand how Predictive Churn works
  • 5.26 Use Predictive Churn models and leverage machine learning to identify users who are at risk
  • 5.27 Understand commonly used criteria for lifecycle stages
  • 5.28 Use Braze Attributes and Braze Events for targeting
  • 5.29 Target customers that are most likely to engage with a given channel
  • 5.30 Understand Random Bucket Segmentation as a form of A/B testing
  • 5.31 Assess the overall impact of messaging
  • 5.32 Understand matches regex versus equals

6.0 Analytics & Reporting - 14%

  • 6.01 Set up automated weekly reporting to monitor your campaign's performance
  • 6.02 Understand the difference between Currents message engagement events and customer behavior events
  • 6.04 Analyze multiple campaign metrics to determine what's working and what isn't
  • 6.05 Analyze a campaign with a control group or multiple variants
  • 6.06 Measure user retention to evaluate the effectiveness of your campaign or Canvas
  • 6.07 Understand sessions, custom events, and revenue over time for a particular segment
  • 6.08 Apply marketing strategy changes based on analytics
  • 6.10 Understand how to create and use a conversion funnel
  • 6.11 Identify the top performing campaigns within a given category or channel
  • 6.12 Use Analytics Tracking to do pattern analysis and trend mapping

Curriculum

  • Exam
  • Survey

About this certification

Certified Braze Marketers drive best-in-class customer marketing strategies that will both support the brand's promotional efforts, as well as shape the complete end-to-end customer journey using Braze. Certified Braze Marketer candidates should have general knowledge of message personalization, experience orchestration and channel mastery in Braze. Candidates should be able to plan, execute, and report on campaigns and Canvases. 

Additionally, candidates should have 6 or more months of experience working in Braze and should be able to successfully perform the tasks outlined in the exam objectives.

About the Exam

  • Content: 60 multiple-choice/multiple-select questions and 5 non-scored questions
  • Time to complete the exam: 60 minutes
  • Passing score: 65%
  • Delivery: Remote proctored exam and must agree to be recorded per the Braze Certification Candidate Agreement
  • References: No hard-copy or online materials may be referenced during the exam.
  • Prerequisite: None required; LAB course work highly recommended
  • Resources: Marketer Certification Resources

Exam Content

1.0 Data Planning and Management - 6%

  • 1.01 Understand data points
  • 1.02 Understand out-of-the-box, standard, and custom attributes and events
  • 1.03 Understand the sources of data
  • 1.04 Use a 3rd-party data visualization tool using Currents to understand campaign impact

2.0 Platform Management - 10%

  • 2.01 Add and delete dashboard users
  • 2.02 Understand and assign permissions to each user
  • 2.03 Create internal test groups
  • 2.04 Create and follow naming conventions for your campaigns/canvases
  • 2.05 Set up dashboard alerts
  • 2.06 Create tags
  • 2.07 Manage Teams in dashboard
  • 2.08 Understand your data point allotment

3.0 Message Personalization - 13%

  • 3.01 Understand Braze Attributes, custom attributes, API-triggered properties, and event properties
  • 3.02 Understand Liquid personalization and why it's valuable
  • 3.03 Understand Liquid syntax
  • 3.04 Use Liquid conditional logic to personalize messages
  • 3.05 Develop abort logic preferences
  • 3.06 Vary message contents depending on the date/time it's being sent
  • 3.07 Send message content based on a user's location
  • 3.08 Write Liquid using custom event properties to personalize messages
  • 3.09 Create and use Liquid shortcuts to insert content blocks
  • 3.10 Use Connected Content for deep personalization in all channels

4.0 Channel Mastery - 15%

  • 4.01 Understand the best practices, benefits, and common applications of each channel
  • 4.02 Understand success metrics for each channel
  • 4.03 Understand the benefits of cross-channel messaging and when to use each channel in a customer journey
  • 4.04 Understand email reputation
  • 4.05 Understand and complete IP warming
  • 4.06 Implement a sunset policy
  • 4.07 Understand US SMS Compliance laws
  • 4.08 Understand how to use deep links in all channels
  • 4.09 Understand webhooks, their value, and the common use cases
  • 4.10 Use email and SMS subscription groups for marketing preferences
  • 4.11 Use Inbox Vision to view your messages in different browsers and devices

5.0 Experience Orchestration - 43%

  • 5.01 Create detailed Segments
  • 5.02 Create enriched Segments with 3rd party data
  • 5.03 Understand your filtering/targeting options
  • 5.04 Understand delivery and entry options
  • 5.05 Build and launch campaigns
  • 5.06 Ability to discern when a Canvas should be used
  • 5.07 Understand Canvas steps
  • 5.08 Create branches based on different behaviors
  • 5.09 Recognize the differences between variants and branches
  • 5.10 Duplicate steps and clone a variant
  • 5.11 Understand how audience rate limiting works
  • 5.12 Understand how exception events work
  • 5.13 Understand how audience sync works in Canvas
  • 5.14 Understand how to frequency cap by channel and tag
  • 5.15 Understand how Quiet Hours work
  • 5.16 Understand Intelligence Suite
  • 5.17 Review A/B testing and how it's different from multivariate testing
  • 5.18 Create multivariates and variants with control groups in Canvas
  • 5.20 Preview your message as a random user, as a custom user, and the general preview
  • 5.21 Send a test message to yourself and team
  • 5.22 Understand what can and can't be edited post-launch of a Canvas
  • 5.23 Define and prioritize customized lifecycle journeys to drive high value actions
  • 5.24 Implement advanced use cases of multivariate testing in campaigns/canvas to analyze various factors
  • 5.25 Understand how Predictive Churn works
  • 5.26 Use Predictive Churn models and leverage machine learning to identify users who are at risk
  • 5.27 Understand commonly used criteria for lifecycle stages
  • 5.28 Use Braze Attributes and Braze Events for targeting
  • 5.29 Target customers that are most likely to engage with a given channel
  • 5.30 Understand Random Bucket Segmentation as a form of A/B testing
  • 5.31 Assess the overall impact of messaging
  • 5.32 Understand matches regex versus equals

6.0 Analytics & Reporting - 14%

  • 6.01 Set up automated weekly reporting to monitor your campaign's performance
  • 6.02 Understand the difference between Currents message engagement events and customer behavior events
  • 6.04 Analyze multiple campaign metrics to determine what's working and what isn't
  • 6.05 Analyze a campaign with a control group or multiple variants
  • 6.06 Measure user retention to evaluate the effectiveness of your campaign or Canvas
  • 6.07 Understand sessions, custom events, and revenue over time for a particular segment
  • 6.08 Apply marketing strategy changes based on analytics
  • 6.10 Understand how to create and use a conversion funnel
  • 6.11 Identify the top performing campaigns within a given category or channel
  • 6.12 Use Analytics Tracking to do pattern analysis and trend mapping

Curriculum

  • Exam
  • Survey