Marketing-Cloud-Consultant Salesforce Certified Marketing Cloud Consultant Exam (SU24) Questions and Answers

 A File Drop Automation can be used to trigger an automation when a file is uploaded to the Marketing Cloud FTP. A SQL Query can be used to segment the audience based on the data inside the file and populate a data extension for each segment. The data extensions can then be used as entry sources for different journeys. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_define_a_triggered_automation.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_as_query_activity.htm &type=5

This allows you to specify the exact name of the file when running the automation. The File Drop Starting Source is an automation activity that allows you to specify the source of the File Drop as either a Scheduled or Manual event. This allows you to control when the data is imported from the Enhanced FTP file.

To set up their automation to import the data from the file on a nightly basis, Northern Trail Outfitters should use two ways to start their automation:

• File Drop Starting Source. This is a trigger that starts an automation when a file is dropped in an Enhanced FTP folder or an external SFTP location.
• Scheduled Starting Source. This is a trigger that starts an automation at a specified date and time or at recurring intervals.

%%BASEFILENAME_FROM_TRIGGER%% and %%BASEFILENAME_FROM_FILEDROP%% are not starting sources, but variables that can be used in file transfer or import activities to reference file names. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_automation_studio_triggers.htm &type=5

To diagnose the issue of failed Salesforce Triggered Sends, the consultant should ensure the System User is assigned the Standard User Profile. The System User is a user account that Marketing Cloud Connect uses to communicate with Sales Cloud. The System User needs to have the Standard User Profile or a custom profile with similar permissions to enable Salesforce Triggered Sends. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_troubleshoot_marketing_cloud_connect_configuration_issues.htm &type=5

Creating an installed package in Marketing Cloud with Read and Write permissions for data extensions should be used to facilitate the functionality of upserting rows into a data extension using a REST API endpoint. An installed package is a container for one or more API integrations that provides authentication credentials and permissions for accessing Marketing Cloud resources. Read and Write permissions for data extensions allow the API integration to retrieve and modify data in data extensions. References: https://developer.salesforce.com/docs/marketing/marketing-cloud/guide/create_a_package.html https://developer.salesforce.com/docs/marketing/marketing-cloud/guide/data-extensions.html

A random split activity is an automation studio activity that randomly splits a data extension into multiple groups based on percentage or number of records. It can be used to create test groups for different messaging strategies or to segment a large audience into smaller batches for sending. It can handle up to 12 groups and up to 50 million records per group. References: https://help.salesforce.com/articleView?id=sf.mc_as_random_split_activity.htm &type=5

One of the considerations for upgrading Marketing Cloud Connect to Multi-Org is that once an account is upgraded to Multi-Org, it cannot be turned off. This means that the account will permanently have separate integrations for each business unit and Salesforce org, and some features may not work as expected in Multi-Org mode. References: https://help.salesforce.com/articleView?id=sf.mc_co_multi_org_account_considerations.htm &type=5

The API user created in Marketing Cloud for Marketing Cloud Connect should have the API User checkbox selected and the Administrator & Marketing Cloud Administrator roles applied. This ensures that the user has access to all features and functions in Marketing Cloud and can perform API calls between Marketing Cloud and Sales Cloud. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_create_a_marketing_cloud_api_user.htm &type=5

Two considerations that should be made about tokenized sending are:

• Personalization strings still allow PII to be displayed within an email. Tokenized sending does not encrypt or mask PII within an email, it only prevents it from being stored in Marketing Cloud. Therefore, personalization strings should be used with caution and only when necessary.
• Service Level Agreements for email sends are unsupported with the inclusion of outside servers. Tokenized sending relies on an external server to provide PII at send time, which may introduce latency or errors that affect the delivery time and performance of emails.

Journey Builder decision splits do not provide a method to access tokenized data natively, but they can be configured with custom activities or API calls to do so. Tokenized sending does not require field-level data encryption for additional security, as PII is never stored in Marketing Cloud. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_tokenized_sending.htm &type=5

To send an email with personalized fields from multiple data extensions without coding experience, Northern Trail Outfitters should combine the data outside of Marketing Cloud and upload it into a sendable data extension. This will allow them to have all the required fields for personalization in one data source and avoid using complex scripting or queries to join and filter data from multiple data extensions.

Establishing data relationships and creating data filters would not help with personalization, as they are used for segmentation purposes. Creating SQL query activities would require coding skills and experience with SQL syntax. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_send_email_using_a_data_extension.htm &type=5

A SQL query is an automation studio activity that allows querying data from data extensions or data views using SQL statements. A data view is a system-generated table that stores information about subscriber actions, such as clicks, opens, bounces, etc. The _Click data view contains information about each click event for each subscriber in the last six months. By creating and executing a SQL query against the _Click data view, the customer can identify all subscribers who clicked on a link within any email sent within the last six months. References: https://help.salesforce.com/articleView?id=sf.mc_as_sql_query_activity.htm &type=5 https://help.salesforce.com/articleView? id=sf.mc_as_data_view_click.htm&type=5

To automate exclusion of identified email addresses from all future sends that use specific sender profiles, Northern Trail Outfitters should use an auto-suppression list. An auto-suppression list is a tool that allows marketers to exclude subscribers from email sends based on their email address and sender profile. The email addresses can be added to the auto-suppression list using a SQL query or an import activity. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_create_an_auto_suppression_list.htm &type=5

Journey Builder can be used to send a weekly coupon campaign with a reminder three days later at the subscribers’ optimized send time. Journey Builder allows users to create cross-channel customer journeys that deliver personalized messages at the right time and on the right channel. Journey Builder can use Einstein Send Time Optimization to determine the optimal time to send an email based on each subscriber’s past engagement behavior. References: https://help.salesforce.com/s/articleView?id=sf.mc_jb_journey_builder.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_jb_einstein_send_time_optimization.htm &type=5

To provide near real-time data in a 30-day welcome journey, Northern Trail Outfitters should use contact data using synchronized data sources. This will allow them to access the most up-to-date data from their CRM system in decision splits and other journey activities. Journey data is static and based on the entry source data extension, which may not reflect recent changes in CRM. Contact data mapped through profile attributes or imported from CRM reports may not be as timely or accurate as synchronized data sources. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_synchronized_data_sources.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_jb_decision_split.htm &type=5

To inject contacts into journey B based on email engagement in journey A, Northern Trail Outfitters should use an engagement split followed by an update contact activity to a Boolean field on an engagement data extension in journey A, and query the engagement data extension for journey B injection. An engagement split is an activity that allows marketers to route contacts based on their engagement with email messages, such as opens or clicks. An update contact activity is an activity that allows marketers to update contact attributes or data extension fields based on journey data. A query activity is an activity that allows marketers to retrieve data from data extensions using SQL queries. References: https://help.salesforce.com/s/articleView?id=sf.mc_jb_engagement_split.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_jb_update_contact_activity.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_as_query_activity.htm &type=5

Publication List and Auto-Suppression List can be used to control what content is available to certain users and business units based on their preferences and send volume. A Publication List allows subscribers to opt in or out of different types of communications, while an Auto-Suppression List automatically excludes subscribers from receiving certain messages based on criteria such as frequency or content category. References: https://help.salesforce.com/articleView?id=sf.mc_es_publication_lists.htm &type=5 https://help.salesforce.com/articleView?id=sf.mc_es_auto_suppression_lists.htm &type=5

Three questions that are relevant to determining a solution for automating a process of importing data from a data warehouse into Marketing Cloud are:

• Is the data file a delta or a historical file? This question will help determine how to handle existing records and avoid duplication or overwrite. A delta file contains only new or updated records, while a historical file contains all records regardless of changes.
• Will the data file be placed on the SFTP at the same time daily? This question will help determine how to schedule an automation or trigger an event based on file drop. If the data file is placed on the SFTP at different times, then a File Drop Automation may be more suitable than a Scheduled Automation.
• Does someone need to be notified if an error happens on import? This question will help determine how to handle errors and exceptions during import. If someone needs to be notified, then an email notification activity or a verification activity may be added to the automation.

Whether the data extension has a data relationship or not is not relevant to determining a solution for importing data, as it is only used for creating relationships between data extensions in Email Studio. Whether the file has more than 5,000 rows or not is not relevant to determining a solution for importing data, as it does not affect how data is imported or processed. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_file_drop_automation_studio_triggers.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_as_import_file_activity.htm &type=5

Using RMM personalization strings to render the email reply body can be used to include the body of marketing email replies captured by Reply Mail Management (RMM) within auto-forwarded messages to their Customer Success team. RMM personalization strings are variables that can be inserted into auto-forwarded messages to display information from the original reply message, such as subject line, sender address, or reply body. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_reply_mail_management_personalization_strings.htm &type=5

To use Case data from Service Cloud as part of their current email messaging campaign, Northern Trail Outfitters should use Synchronized Data Extensions on the Case Object with a Boolean filter on the Contact Me field. Synchronized Data Extensions are data extensions that allow marketers to sync data from Sales Cloud or Service Cloud objects into Marketing Cloud using filters and schedules. Using Synchronized Data Extensions on the Case Object with a Boolean filter on the Contact Me field will allow Northern Trail Outfitters to import cases that indicate the customer wants someone to contact them after the case is closed. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_synchronized_data_sources.htm &type=5

Before disconnecting the sandbox instance and connecting the production instance in the Cloud Kicks business unit, NTO should remove any existing user mappings, attribute mappings, and tracking subscriptions that are associated with the sandbox instance. User mappings define which Marketing Cloud users can access which Sales Cloud users’ data. Attribute mappings define which Sales Cloud fields are used as subscriber attributes in Marketing Cloud. Tracking subscriptions define which Sales Cloud objects receive tracking data from Marketing Cloud sends. These settings should be removed before changing the CRM connection to avoid errors or conflicts. Additionally, NTO should update any query activities that reference the synchronized data extensions from the sandbox instance, as these will be different from the production instance synchronized data extensions. References: https://help.salesforce.com/articleView?id=sf.mc_co_disconnect_a_salesforce_org_from_a_business_unit.htm &type=5 https://help.salesforce.com/articleView?id=sf.mc_co_map_marketing_cloud_users_to_salesforce_users.htm &type=5 https://help.salesforce.com/articleView?id=sf.mc_co_create_attribute_mappings_for_your_account.htm &type=5 https://help.salesforce.com/articleView?id=sf.mc_co_set_up_tracking_information_to_send_to_salesforce.htm &type=5

To send a special discount offer to engaged customers on their email list, Northern Trail Outfitters should resolve how to determine engagement prior to generating the audience. Engagement is a measure of how customers interact with emails, such as opens, clicks, or conversions. Different criteria and thresholds can be used to define engagement, such as recency, frequency, or duration of interactions. Determining engagement will help Northern Trail Outfitters segment their audience and target their offer more effectively.

What the offer will be, when to send the email, and who the offer come from are important factors for designing and delivering the email, but they are not relevant for generating the audience based on engagement. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_engagement_split.htm &type=5

Three considerations that should be made before implementing MobileConnect are:

• Long and Short Codes are not available for all countries. Long codes are local phone numbers that can be used for sending SMS messages in some countries, while short codes are special numbers that can be used for sending SMS messages in other countries. However, not all countries have long codes or short codes available or supported by MobileConnect.
• Inbound messaging only works with local Long or Short Codes. Inbound messaging is the ability to receive SMS messages from subscribers in response to outbound messages or keywords. This feature only works with local long codes or short codes that match the country of the subscriber’s mobile number.
• Not all countries are supported by MobileConnect. MobileConnect relies on mobile operators and aggregators to deliver SMS messages to different countries, but not all countries have these services available or supported by MobileConnect.

NTO would not be charged by mobile operators directly for messages, as they would pay for message credits or bundles through Marketing Cloud billing. Opting in for messages can be done via inbound message or other methods, such as web forms or APIs. References: https://help.salesforce.com/s/articleView?id=sf.mc_moc_mobileconnect_overview.htm &type=5

To send an email to one million contacts in Sales Cloud using 10+ fields to segment contacts, Northern Trail Outfitters should send to a Salesforce Report from Marketing Cloud using Email Studio Send Flow. Sending to a Salesforce Report allows marketers to use existing reports in Sales Cloud as target audiences in Marketing Cloud without importing or syncing data. Using Email Studio Send Flow allows marketers to select an audience, an email message, and other options for sending an email campaign. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_send_flow.htm &type=5

To send an email confirming opt-in when someone signs up for their emails via a form on their website, a triggered send data extension can be used to capture the form data and deploy the email. The triggered send data extension can be linked to a triggered send definition that contains the email creative and settings. The developer can use the SOAP or REST API to trigger the email from the website form, and the marketing team can change the email creative without involving the developer. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_triggered_sends.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_es_create_triggered_send_data_extension.htm &type=5

To use a simple segmentation strategy for identifying subscribers for their emails, Northern Trail Outfitters should use list model and groups in Single Send Journeys. List model is a method of storing subscriber information in lists rather than data extensions. Groups are segments of subscribers based on list attributes or behaviors. Single Send Journeys are journeys that allow marketers to send one-time messages to lists or groups using Journey Builder features. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_list_model.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_es_groups.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_jb_single_send_journeys.htm &type=5

To select an audience of subscribers who have made purchases in the last 6 months, but are yet to be loyalty members, Northern Trail Outfitters should use Contact Builder Attribute Groups. Attribute Groups are collections of data extensions and data sources that are linked by common fields or attributes. Attribute Groups allow marketers to create segments and filters based on data from multiple sources, such as purchase data and loyalty data. References: https://help.salesforce.com/s/articleView?id=sf.mc_cab_attribute_groups.htm &type=5

To connect relational data into their journey without overloading the entry data, Northern Trail Outfitters should use Data Designer. Data Designer is a tool that allows marketers to create attribute groups that link different data sources in Contact Builder. This way, they can access relational data in decision splits and other journey activities without having to include all the data in the entry source data extension. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_data_designer.htm &type=5

An auto-suppression list is a list of subscribers who should not receive any commercial emails from a sender. It can be applied to all sends or specific sends based on sender profile or delivery profile. It is useful for complying with legal or contractual obligations to avoid sending to certain email addresses. References: https://help.salesforce.com/articleView?id=sf.mc_es_auto_suppression_lists.htm &type=5

• The Shipment object requires a Lookup to Lead or Contact1. This is because triggered sends can only be sent to Salesforce contacts, leads, or person accounts when object records are created or updated1.
• An Apex Trigger is created on the Shipment object2. This is because a trigger is Apex code that executes before or after certain operations on an object2, and it can be used to invoke the Marketing Cloud integration action that triggers the email send3.

A Sender Authentication Package (SAP) is a set of features that authenticate an email sender’s identity and reputation, such as a private domain, a dedicated IP address, a link customization, and a reply mail management. By having an additional SAP for the new domain comms.nto.com.au, NTO can send emails from their new domain without impacting deliverability. An additional IP address is not required if they already have one for their SAP. An additional private domain is not enough to authenticate their sender identity and reputation. Registering the new domain in From Address Management is not necessary if they have an SAP for the new domain. References: https://help.salesforce.com/articleView?id=sf.mc_es_sender_authentication_package.htm &type=5 https://help.salesforce.com/articleView?id=sf.mc_es_from_address_management.htm &type=5

To target all customers who have registered to receive push notifications, Northern Trail Outfitters can use two ways to create this segment:

• Using Mobile Studio, create a Mobile Push Filtered List then filter on the MobilePush Demographics attribute group. This is a user-friendly tool that allows marketers to segment their mobile push audience based on criteria and conditions without coding.
• Using Automation Studio, query the _MobilePushDemographics Data View and save this to a data extension. This is a more advanced tool that allows marketers to segment their mobile push audience using SQL queries and data views.

Using Journey Builder or Contact Builder are not ways to create segments for mobile push audiences, as they are used for different purposes. References: https://help.salesforce.com/s/articleView?id=sf.mc_moc_create_a_filtered_list.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_as_query_activity.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_as_data_view_mobilepushdemographics.htm &type=5

To send an SMS message and capture the responses in a data extension using AMPscript, Northern Trail Outfitters should use two MobileConnect templates: Text Response and Data Capture. Text Response is a template that allows marketers to send a text message to a mobile number and receive a reply. Data Capture is a template that allows marketers to use AMPscript to insert the reply into a data extension. References: https://help.salesforce.com/s/articleView?id=sf.mc_moc_text_response.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_moc_data_capture.htm &type=5

A contact is a person who interacts with a brand across one or more channels, such as email, mobile, web, etc. A contact is identified by a contact key, which is usually the same as the subscriber key in Marketing Cloud or the contact or lead ID in Sales Cloud. When users register with the mobile app, they will create new contacts in Marketing Cloud with their device IDs as contact keys. However, these contacts will not be associated with their contact keys in Sales Cloud until they are synchronized through Marketing Cloud Connect, which can take up to 24 hours. Therefore, newly registered users will create additional contacts in Marketing Cloud until they are matched with their existing contacts in Sales Cloud. References: https://help.salesforce.com/articleView?id=sf.mc_co_what_is_a_contact.htm &type=5 https://help.salesforce.com/articleView?id=sf.mc_co_implementing_contacts_in_the_marketing_cloud.htm &type=5

Two options that would prevent the customer from duplicating records when implementing a Sales Cloud instance are:

• Get existing records updated with new Keys sourced from Sales Cloud instance. This option will allow the customer to update their existing records in Marketing Cloud with new keys that match their Sales Cloud records, such as Contact ID or Lead ID. This will ensure data consistency and avoid duplication across both systems.
• Continue as normal, as Marketing Cloud Contact Models will dedupe keys by Email Address. This option will allow the customer to continue using Email Address as their primary key in Marketing Cloud, and rely on Marketing Cloud Contact Models to dedupe keys by Email Address when syncing data from Sales Cloud. This will ensure data accuracy and avoid duplication within Marketing Cloud.

Uploading CSV with Migrated Subscriber Keys to All Subscribers will not prevent duplication, as it will create new records in Marketing Cloud with different keys than the existing records. Purging the current records and carrying on with new keys sourced from Sales Cloud will result in data loss and potential compliance issues. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_subscriber_key.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_co_contact_key.htm &type=5

Querying contacts from the Einstein Engagement Frequency data extension when creating the send can be used to limit the number of emails a subscriber receives to a maximum of one email every 14 days. The Einstein Engagement Frequency data extension contains information about how often each subscriber engages with emails and what is their optimal send frequency. By filtering the data extension based on the optimal send frequency, the send can exclude subscribers who have already received an email within the last 14 days. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_data_view_einstein_engagement_frequency.htm &type=5

To troubleshoot the connection between Sales Cloud and Marketing Cloud, a consultant should start by validating Marketing Cloud and Sales Cloud permissions for the connecting users. The connecting users are the users who authenticated Marketing Cloud Connect in both systems. They need to have certain permissions and roles in both systems to enable full functionality of Marketing Cloud Connect. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_troubleshoot_marketing_cloud_connect_configuration_issues.htm &type=5

The _ListSubscribers data view contains information about subscribers who belong to a specific list, including publication lists. It can be used to query subscribers based on their list ID, status, and date joined or unsubscribed. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_data_view_listsubscribers.htm &type=5

An auto-suppression list populated with the known email addresses can be used to ensure none of these competitors receive their emails. An auto-suppression list is a type of exclusion list that prevents subscribers from receiving certain types of messages based on criteria such as email address, subscriber key, or domain. References: https://help.salesforce.com/articleView?id=sf.mc_es_auto_suppression_lists.htm &type=5

How to determine engagement should be resolved prior to generating the audience for sending a special discount offer to engaged customers on their email list. Engagement is a measure of how subscribers interact with emails, such as opening, clicking, or converting. Different criteria can be used to define engagement, such as frequency, recency, duration, or channel preference. Determining engagement can help segment the audience and target the most relevant customers for the offer. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_engagement_split.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_es_engagement_metrics.htm &type=5

To track clicks on Contact records in Salesforce, two requirements must be met:

• The subscriber key must match the ContactID field in Salesforce.
• The individual level tracking option must be selected in Marketing Cloud configuration.

If either of these requirements is not met, clicks will not show up on Contact records. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_marketing_cloud_connect_configuration.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_co_subscriber_key_guidelines_for_marketing_cloud_connect.htm &type=5

To send SMS and push notifications together with emails as part of a new customer onboarding journey, Northern Trail Outfitters should use a GUID or another generated ID for Contact Key. A Contact Key is a unique identifier for each contact in Marketing Cloud across different channels and platforms. A GUID or another generated ID is recommended as a Contact Key because it is persistent, consistent, and channel-agnostic. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_subscriber_key.htm &type=5

A journey that allows re-entry after exiting can be used to have a periodic, dynamic newsletter send to a set data extension that changes from day-to-day. A journey with this setting can admit contacts into the journey multiple times as long as they meet the entry criteria. The View As Web Page link will not be broken when the audience is refreshed daily because the link is based on the Job ID and Subscriber ID, which are unique for each send. References: https://help.salesforce.com/s/articleView?id=sf.mc_jb_journey_settings.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_es_view_as_a_web_page_link.htm &type=5