Salesforce Marketing Cloud Consultant Certification Exam Dump (All Combined)

Service Delivery Management
(Services Role) Professionals focused on driving overall success. Project, Program, and Campaign management professionals
Strategic Services
(Services Role) connects customers with an agile team of digital marketing industry experts focused on developing custom, digital-centric, multi-channel marketing solutions to drive one-to-one interactions.
Technical Services
(Services Role) Activate, enhance, and optimize Salesforce Marketing Cloud implementations. Services include integration, automation, account configuration and data (i.e. Solutions Architect, Technical Architect, Data Specialist)
Campaign Services
(Services Role) Execute customers’ digital marketing programs to perfection, drive efficiency, and enable highly relevant 1:1 communications (i.e. Production Consultant, Deployment Consultant, QA, Technical Producer)
Education & Enablement
(Services Role) engage with customers to identify their needs and build learning solutions to meet their objectives. (i.e. custom learning solutions)
Internal Knowledge Transfer
IKT
IMH Administrator
Assigns IMH roles to users and manages Mobile, Social and Sites Channels, Hub Apps and IMH Tools
Interactive Marketing Hub
IMH
IMH Content Editor / Publisher
Creates and delivers messages through Mobile and Sites Channel Apps
IMH Viewer
View cross-channel marketing activity and results within the IMH
IMH Channel Manager
Create and execute cross-channel interactive marketing campaigns and administer Social and Mobile Channels
IMH Security Administrator
Maintain Watchdog security settings and manage user activity and alerts
How to turn on and Manage the Hub for Users
1) Apply the Standard IMH Roles for Users
2) Update Existing Roles with IMH Permissions
3) Create new Roles with new IMH Roles and Permissions
4) Assign new IMH Permission to a User’s Existing Permissions
User
a record in Marketing Cloud that grants access to a person who uses the application.

– You cannot delete users. You can, however, disable them.

User Permissions
– Create/View Accounts
– Remove Access to Templates
– Remove Ability to Send Emails
– Remove Access to Modify Profile Attributes
– Remove Access to Interactions
– Grant the user access to the web services
– Administrative Data Management
– Add Users to Account
– View Tracking Only
– Remove Access to Marketing Cloud from External Systems
– Remove Access to Delete Lists
– Remove Access to the 3sixty Application
– Remove Access to Lists
– Remove Access to Modify Profile Attribute Values
– Manage Data Extension Data and Retention Policy
– Allows User to Approve Emails
Marketing Cloud Permissions and Roles
– Select Applications for User – the apps available to your account appear in this list. Check the boxes next to the apps you wish for this user to access.
– Marketing Cloud Administrator
– Marketing Cloud Content Editor/Publisher
– Marketing Cloud Viewer
– Marketing Cloud Channel Manager
– Marketing Cloud Security Administrator
– No Marketing Cloud Access
Hide All Apps (Setting)
allows you to control how apps appear to your Marketing Cloud account users. Set this option to on to hide apps in the Marketing Cloud account.
Receive Product Alerts (Setting)
This option determines whether account users see information on updated products. Set this option to on to view all applicable alerts.
Enable Social Studio
This option determines whether account users can access Social Studio functionality. Set this option to on to enable this functionality.
Roles and Permissions in Social Studio
It is important to note that in Social Studio, users are granted roles, not permissions. A role is a collection of permissions. The permissions for a role can be changed without having to modify each user’s permissions in the system.

Publish rights can be granted on an account by account basis. Contributors will have view access to any social account they can’t publish to. They cannot manage workspace settings, add users or add social accounts. Roles and Permissions are different in Social Studio in that there are Organization permission levels and Workspace permission levels:

Organization/User Roles (Social Studio)
Contain permissions for the management of resources. These roles contain permissions for what users can access, add and update. https://help.exacttarget.com/en/documentation/social_studio/roles_permissions/user_roles/
Workspace Roles (Social Studio)
Drive access to Workspaces and Social Accounts. Roles grant permission to access social network data or to use social accounts within a specific workspace. https://help.exacttarget.com/en/documentation/social_studio/roles_permissions/workspace_permission_levels/
Basic User (social studio)
can view other users in the organization and change their own personal information such as email address and password. Basic Users can also view and change any posts they created and any posts that other users shared (in the Workspaces where they are a member).
Full User
can create most types of resources. Social Studio assigns this user role by default when you add a new user to the organization. Social Studio restricts editing and deleting permissions to content owned by the Full User.
Super User
can create, view, edit and disable or delete all system resources such as tenant administration, workspace administration, user account administration, social account administration, approval rule and macro administration. Super Users can also perform the following tasks:

Add new users to the Social Studio
View and edit users including the following information:
Edit user role, status, email, and username
Assign them to workspaces
Enable password resets
View and edit all workspaces
Edit and/or delete all macros in the organization and edit all user records in the system
Create and manage Topic Profiles
Create and manage Source Groups

Admin Only User
can perform administrative tasks to protect content security (and corporate image) by preventing publishing, engaging and analysis access.
CANNOT:
Create new workspaces
Access workspaces in Social Studio web or in Social Studio Mobile
Access any of the following applications:
Engage Console
Analysis Dashboard
Radian6 Mobile app
Social Studio Mobile app
Assign user to a project (as this action represents a legacy capability)
Create a new permission set
Business units
a hierarchical administration structure that controls access to information and sharing of information. allows you to manage user roles for the business unit, view users who have access to the business unit, and define filter criteria for subscribers.
Campaigns Hub Tool
allows you to easily create, plan, organize, and analyze your cross-channel marketing efforts.
Campaign Associations
cross-channel objects in the Interactive Marketing Hub that you use to build campaigns (such as an email, list, IMH Calendar Event, etc.). You associate these objects to a campaign to

Organize the associations needed to execute a campaign.
Plan messaging in the short- and long-term future.
Act as parameters for analytics around a marketing objective.

• Short & Sweet (Under 50 Characters), Shows your Style, Uses A/B Testing
• Make them relevant with Personalization and Dynamic Content
• Call-To-Actions are clear and easy to click, with an obvious action (NOT “Click Here” or “Submit”)
What makes a subject line effective?
1. Accurately identify the sender in email header info
2. Use a subject line that accurately represents the content of the email
3. Identify the message as an advertisement, unless you have consent (opt-in) from subscriber
4. Include physical mailing address
5. Provide a mechanism to opt-out. Must not require Log-in or multiple pages
6. Must process opt-out within 10 days, and unsubscribe mechanism must be operational for 30 days after mailing
What are six CAN-SPAM requirements?
• Ensure all subscribers have given you permission to email them
• Monitor and fix bounce rates greater than 20%
• Ensure subscribers recognize the email is from you (use name in Subject)
• Recognizable From Name and Address
• Purge Old or Inactive addresses
• Manage Frequency and Content
• Authenticate email to avoid bulk folder
What can be done to improve deliverability?
• Website Signup – Pop Up or Form – Single or Double Opt In
• Facebook – Ads or Social Share
• Mobile Opt In
• Stores (Check Out)
• Customer Service (Call Centers)
What methods allow potential subscribers to opt-in?
1. Design for Top 600 Pixels by three inches
2. Make links look like links
3. Minimize use of images
4. Minimize copy and text
5. Make it easy to unsubscribe
6. Personalize subject lines and email contect
7. Avoid SPAM words
8. Avoid CSS
9. Always Test
What are 6 email design best practices?
• Mobile Aware uses a single, mobile-friendly layout that works in all viewing environments
• Responsive Design uses code to deliver multiple templates or live-rendering elements
What’s the difference between Responsive Design and Mobile Aware?
• Can test two versions of an email to two audiences
• Automatically splits audience
• Winner based on highest unique Opens or highest Click-through rate
• Can test on Subject, Emails, Content Areas, From Names, Send Date/Time, Preheader
What capabilities does the A/B Testing tool have?
1. Content Detective
2. Validation
3. Send Preview
4. Test Send
What are the 4 Testing tools?
• SPAM filtering software – IDs words, phrases and patterns that trigger filters
• Suggests solutions
• Does NOT scan HTML code to ensure correct structure/syntax
What are the capabilities of Content Detective?
• Correct field syntax
• Dynamic Content rules
• Guide Template Language and AMPScript
• Required elements: Unsubscribe link + Physical mailing address
What are the capabilities of the Validation tool?
• Renders Email
• Populations personalization strings
• Displays dynamic content
• Executes Guide Template Language + AMPScript
What are the capabilities of Send Preview?
• Simple test delivery
• Up to 5 email addresses
• Does not populate personalization, dynamic content, or scripts
• Not all links are active
What are the capabilities of Test Send?
Single Send Marketing Cloud Email can be from:
User Logged in OR record owner OR organization-wide email address
Data views are accessed by:
queries
Data Views definition
query the database for specific back end data… ie bounce, click, open
Campaign email tracking report
shows send tracking data around a campaign that you specify
Subscriber key and primary key
not interchangeable terms
subscriber key definition
a text field that contains a value that uniquely identifies a subscriber
primary key definition
the field in which the data value uniquely identifies the record – just defines the uniqueness of a DE row. also keeps a row from being overwritten. Ensure no two rows can have the email address + subscriberKey combination
Smart Capture must go where?
Data Extension
Web Collect must go where?
List
Query Activity
For selecting rows from a DE and writing them to another DE. Done by SQL. Exclusively used in Data Extensions.
Data Extract Activity:
For extracting data out of the Marketing Cloud. Need – name, external key, description, file naming patter, extract range, extract type
Decimal data field length
18,2 means 18 character limit and two of the characters appearing after the decimal point
File Transfer Activity
Unencrypts or uncompresses a file to be imported. Almost always used in conjunction with an import activity.
What must be done on a zipped or encrypted file before import activity can be done?
file transfer activity
To get file transfer activity and import activity to work together, what should you do?
Set up a two step program. 1. file transfer activity. 2. add import activity
How can subscriber specific from name be accomplished?
RMM
1. create subscriber attribute or DE to contain the from name and from address for each subscriber. 2. when you create sender profile for the email send, you can enter attribute substitution or AMPscript looking expression to populate.
Delivery Profile
email address to use, domain, header/footer, IP address
Sender profile:
from name and email address (where you can do subscriber-specific from name with RMM)
How do you obtain information on Send Logging?
run query activities on the send logging DE
Does SFMC require an email address for each subscriber?
Yes
Can a subscriber enter a journey based on a date?
Yes
Person account:
stores information about individual consumers (within sales and service cloud)
Cloud pages
used to create and publish targeted marketing content to customers across multiple channels. sends data to list or DE through Smart Capture block
Using Smart Capture Form as a Journey Builder Entry Event can be done how?
Landing pages, Microsites, Facebook tabs, MobilePush page
Engagement split options
Yes/No
Decision split options
20 different ways
User Roles
Permissions stay regardless of business unit
Business roles
Anyone working in a business unit acquires the roles and permissions of the business unit
Individual role
Permissions assigned specifically to the individual
Legacy role
On an individual level, a custom role
Tracking Extract
Used to export tracking data from MC and into another program or systems
Send Logging
to access information, run query activities on the send logging DE. Give you access to info not available via standard tracking functions
Suppression list:
a list of subscribers that you don’t want to receive your communications. Suppression lists filter out email addresses and prevent those addresses from receiving your messages. Suppression lists serve as a “do not contact” list for your email sends.
Exclusion List:
Exclusion lists are subscribers who have a status (active, bounced, held, unsubscribed) and who may want to continue receiving messages.
Are personalization strings case sensitive?
Yes
Can a primary key be overwritten in a DE?
No
Can guided sends use Sender Profile?
No
Data Filter
group of criteria that segments a subscriber list or data extension
Data filter definition can contain:
profile attributes, preference attributes, measures
Does a filter Activity perform an overwrite the DE?
Yes, every time it’s run
Send classification
Where you choose transactional vs. commercial. Derived from Delivery and Sender profile.
Group Refresh Activity
used to refresh a segment automatically
Can Groups be used on Data Extensions?
No. Groups usually used when enhanced FTP is not enabled
Validate checks:
unsubscribe line, physical mailing address, correct syntax for attributes, each content area specified in the dynamic content rule exists.
Content detective
helps identify spam triggers in email content and subject lines
Can you use lists and data extensions?
nope. One or the other.
Filter activity:
applies the data filter to a list or a data extension and places the results in a filtered list or a filtered data extension
Simple send can only send to what?
group or list
Data Relationship:
specifies that a column in one data extension contains the same kind of information as a column in another data extension or in a subscriber attribute
Single Send Marketing Cloud Email can be from:
User Logged in OR record owner OR organization-wide email address
Data views are accessed by:
queries
Data Views definition
query the database for specific back end data… ie bounce, click, open
Campaign email tracking report
shows send tracking data around a campaign that you specify
Subscriber key and primary key
not interchangeable terms
subscriber key definition
a text field that contains a value that uniquely identifies a subscriber
primary key definition
the field in which the data value uniquely identifies the record – just defines the uniqueness of a DE row. also keeps a row from being overwritten. Ensure no two rows can have the email address + subscriberKey combination
Smart Capture must go where?
Data Extension
Web Collect must go where?
List
Query Activity
For selecting rows from a DE and writing them to another DE. Done by SQL. Exclusively used in Data Extensions.
Data Extract Activity:
For extracting data out of the Marketing Cloud. Need – name, external key, description, file naming patter, extract range, extract type
Decimal data field length
18,2 means 18 character limit and two of the characters appearing after the decimal point
File Transfer Activity
Unencrypts or uncompresses a file to be imported. Almost always used in conjunction with an import activity.
What must be done on a zipped or encrypted file before import activity can be done?
file transfer activity
To get file transfer activity and import activity to work together, what should you do?
Set up a two step program. 1. file transfer activity. 2. add import activity
How can subscriber specific from name be accomplished?
RMM
1. create subscriber attribute or DE to contain the from name and from address for each subscriber. 2. when you create sender profile for the email send, you can enter attribute substitution or AMPscript looking expression to populate.
Delivery Profile
email address to use, domain, header/footer, IP address
Sender profile:
from name and email address (where you can do subscriber-specific from name with RMM)
How do you obtain information on Send Logging?
run query activities on the send logging DE
Does SFMC require an email address for each subscriber?
Yes
Can a subscriber enter a journey based on a date?
Yes
Person account:
stores information about individual consumers (within sales and service cloud)
Cloud pages
used to create and publish targeted marketing content to customers across multiple channels. sends data to list or DE through Smart Capture block
Using Smart Capture Form as a Journey Builder Entry Event can be done how?
Landing pages, Microsites, Facebook tabs, MobilePush page
Engagement split options
Yes/No
Decision split options
20 different ways
User Roles
Permissions stay regardless of business unit
Business roles
Anyone working in a business unit acquires the roles and permissions of the business unit
Individual role
Permissions assigned specifically to the individual
Legacy role
On an individual level, a custom role
Tracking Extract
Used to export tracking data from MC and into another program or systems
Send Logging
to access information, run query activities on the send logging DE. Give you access to info not available via standard tracking functions
Suppression list:
a list of subscribers that you don’t want to receive your communications. Suppression lists filter out email addresses and prevent those addresses from receiving your messages. Suppression lists serve as a “do not contact” list for your email sends.
Exclusion List:
Exclusion lists are subscribers who have a status (active, bounced, held, unsubscribed) and who may want to continue receiving messages.
Are personalization strings case sensitive?
Yes
Can a primary key be overwritten in a DE?
No
Can guided sends use Sender Profile?
No
Data Filter
group of criteria that segments a subscriber list or data extension
Data filter definition can contain:
profile attributes, preference attributes, measures
Does a filter Activity perform an overwrite the DE?
Yes, every time it’s run
Send classification
Where you choose transactional vs. commercial. Derived from Delivery and Sender profile.
Group Refresh Activity
used to refresh a segment automatically
Can Groups be used on Data Extensions?
No. Groups usually used when enhanced FTP is not enabled
Validate checks:
unsubscribe line, physical mailing address, correct syntax for attributes, each content area specified in the dynamic content rule exists.
Content detective
helps identify spam triggers in email content and subject lines
Can you use lists and data extensions?
nope. One or the other.
Filter activity:
applies the data filter to a list or a data extension and places the results in a filtered list or a filtered data extension
Simple send can only send to what?
group or list
Data Relationship:
specifies that a column in one data extension contains the same kind of information as a column in another data extension or in a subscriber attribute
Northern Train Outfitters wants the From Name on the monthly Newsletter to come from a specific User who is set up in the Marketing Cloud

Which feature would be used to set up this From Name selection?

A: Sender Profile
B: Delivery Profile
C: Can-SPAM classification
D: Content information

A: Sender Profile
A marketer wants website visitors to have the option to subscribe to specific publications and make updates to their profile.

Which tool would the marketer use in this scenario?

A: Data Filter
B: Subscriber Group
C: Send Log
D: Web Collect

D: Web Collect
A marketing associate at Northern Trail Outfitters must create an email campaign for the company’s new winter offerings.

Which method could the associate use to create the email message?
Choose 2 answers

A: User-initiated email message
B: HTML Paste
C: Email Send Wizard
D: Email Templates

B: HTML Paste

D: Email Templates

Which is a fundamental component of coding responsive emails?

A: Span Tags
B: SQL Queries
C: Anchor Tags
D: CSS3 @media Queries

D: CSS3 @media Queries
A marketer at Northern Trail Outfitters sends a promotional offer every week to a data extension that contains all new subscribers from the previous week

What would the marketer create to automate the send and save time?

A: A Simple Send Email
B: A Transactional Send Classification
C: A recurring Send Schedule via Guided Send
D: A User initiated Email

C: A recurring Send Schedule via Guided Send
A bank wants to send a series of emails to customers who open a new savings account.
The first email is sent immediately after the account is opened to confirm the action.
The second email is sent one day after the account is opened.
The third email is sent five days after the account is opened only if the customer has not made a new deposit.
The final email is sent ten days after the account has been opened and the customer still has not made a deposit, or eight days after the customer opened the account and made a deposit, but has not opened any emails.
The data is stored in two data extensions.
The bank has two versions of each email: English and Spanish.
The bank wants to automate sending the emails.

Which process could the bank use?
Choose 2 answers

A: Create a data relationship and a Measure, use Drag and Drop Segmentation to create data filters, and use Filter activities
B: Use Query Activities
C: Use Drag and Drop Segmentation to create data filters
D: Use Drag and Drop Segmentation to create data filters, and the use Filter activities

A: Create a data relationship and a Measure, use Drag and Drop Segmentation to create data filters, and use Filter activities

D: Use Drag and Drop Segmentation to create data filters, and the use Filter activities

How can AMPscript customize email messages?

A: Provide advanced content personalization
B: Insert responsive content based on the user’s viewing device.
C: Automate the flow of creating email messages.
D: Automate the template creation process.

A: Provide advanced content personalization
Northern Train Outfitters wants to display different content areas based on the subscriber data.

What can be used to accomplish this?
Choose 2 answers

A: Profile Mapping
B: AMPscript
C: Dynamic Content
D: Personalization Strings

C: Dynamic Content

D: Personalization Strings

A national landscape company wants to send targeted emails to customers to remind them of their upcoming lawn treatment. Depending on the service, clients will receive either one or two emails. The data for the campaign is in two separate data extensions. Customer Number is a Primary Key field in both data extensions.

Which tool can be used to segment the data?
Choose 2 answers

A: Drag & Drop Segmentation
B: Data Extract Activity
C: Send Definition
D: Query Activity

A: Drag & Drop Segmentation

D: Query Activity

Which type of content can an email content box contain?
Choose 3 answers

A: A/B Testing
B: Freelance
C: Smart Capture
D: Dynamic
E: Static

A: A/B Testing

D: Dynamic

E: Static

Which combination of audiences can be selected in the recipient section for a specific Send?

A: Lists and Data Extensions
B: Lists or Data Extensions
C: Contacts or Audiences
D: Lists and Audiences

B: Lists or Data Extensions
A marketing manager is reporting on the degree of customer engagement with the company’s email

Which metric can be used?

A: Click Through Rates
B: List Growth Rates
C: Influenced Revenue
D: Bounce Rate

A: Click Through Rates
A marketer at Northern Trail Outfitters is teaching new associates the essentials of designing emails for the company’s subscribers.

What is a key component of optimized email design?
Choose 3 answers

A: Included personalization and dynamic content
B: Segment the email’s target audience
C: Ensure the email renders well in mobile apps
D: Include an unsubscribe button
E: Build email templates with HTML Paste

A: Included personalization and dynamic content

C: Ensure the email renders well in mobile apps

E: Build email templates with HTML Paste

A marketing associate wants to use the Validate button to ensure an email is CAN-SPAM compliant.

What information does the associate need to provide in order for the email to pass validation?
Choose 2 answers

A: Profile Center URL
B: Company Website URL
C: Physical Mailing Address
D: Terms and Conditions Policy

A: Profile Center URL

C: Physical Mailing Address

An email marketer is writing the next send’s subject line.

What can the marketer do to make the subject line more effective?
Choose 2 answers

A: A/B test the effectiveness of different subjects
B: Include information relevant to the message in the subject line
C: Include “RE:, “FWD:” “etc.” to get reader’s attention
D: Keep the subject text between 50 to 100 characters long

A: A/B test the effectiveness of different subjects

B: Include information relevant to the message in the subject line

What is a capability of a data relationship?

A: Join a list and a data extension to filter the combined data
B: Join three or more data extensions together to create a filtered data extension
C: Join data extensions to filter or segment the fields from data extensions
D: Join data extensions together to create one combined data extension

C: Join data extensions to filter or segment the fields from data extensions
A marketer sends an email to a sendable data extension that contains a Customer_ID field with a numeric data type that relates to the Subscriber Key in All Subscribers as a Send Relationship.

What is a true statement about the email send behavior for any subscriber who currently does NOT exist in All Subscribers?
Choose 2 answers

A: The Primary Key and demographic data will be added to All Subscribers
B: The email address and Subscriber Key will be added to All Subscribers
C: The subscriber will be added to All Subscribers with a status of Active
D: The email send will fail

B: The email address and Subscriber Key will be added to All Subscribers

C: The subscriber will be added to All Subscribers with a status of Active

Northern Train Outfitters sends email order confirmations to customers who have made online purchases. These emails must follow the “Transactional” CAN-SPAM classification requirements.

Which feature would a marketer use to classify a send under this CAN-SPAM classification?

A: Send Classification
B: Send Definition
C: Delivery Profile
D: Sender Profile

A: Send Classification
When using a mobile-optimized template, what causes the mobile layout to display?

A: The screen size of the device that is used to view the email
B: The specific device that is used to view the email
C: The email client detection tracking pixel
D: A subscriber attribute that dictates a mobile layout preference

C: The email client detection tracking pixel
A marketer is building a highly personalized email. The marketer wants to merge some data into a single data extension to greatly simplify the send logic, maintain the personalization, and exclude an undesired population.

Which tool addresses this scenario?

A: Data filters
B: File triggers
C: Profile management
D: Query activities

D: Query activities
Northern Train Outfitters wants to identify subscribers with something other than an email address.

What value can be used to accommodate this?

A: Subscriber Key
B: Subscriber Attributes
C: Primary Key
D: System Preferences

A: Subscriber Key
A marketer is designing email for mobile devices.

Which design best practice would the marketer use?
Choose 3 answers

A: Stack the content in a single column
B: Design a top-down hierarchy with the most important content at the top
C: Keep copy simple and direct
D: Use image-based text for hero graphics
E: Cut content to make the message fit above the fold

A: Stack the content in a single column

B: Design a top-down hierarchy with the most important content at the top

C: Keep copy simple and direct

A client leverages transactional messages to send ad-hoc order confirmations.

Which type of message is most suitable in this situation?

A: Guided Send
B: Test Send
C: User Initiated Email
D: Triggered Email

D: Triggered Email
What is a true statement about the Master Unsubscribe?
Choose 3 answers

A: Subscribers can contact the Salesforce Marketing Cloud to unsubscribe
B: Subscribers can be manually unsubscribed in Subscriber Properties
C: Subscribers can be Master unsubscribed via an import to All Subscribers
D: Subscribers can log in to the Salesforce Marketing Cloud to unsubscribe
E: Subscribers can Master unsubscribe themselves via the Subscription Center

B: Subscribers can be manually unsubscribed in Subscriber Properties

C: Subscribers can be Master unsubscribed via an import to All Subscribers

E: Subscribers can Master unsubscribe themselves via the Subscription Center

A marketing team needs to narrow down a customer population of several million subscribers based on eCommerce order details, and rapidly explore the data to find appropriate segments.

How can segmentation with this scenario be accomplished?

A: Data Extract Activity
B: Audience Builder
C: Drag and Drop Segmentation
D: Profile Attributes

C: Drag and Drop Segmentation
When creating a custom email with the HTML Paste Editor, which feature can be inserted into the HTML code by using the Insert Tools?
Choose 2 answers

A: Email Open Tracking
B: Link tooltips
C: Stored Content Boxes
D: Physical Mailing address

A: Email Open Tracking

B: Link tooltips

Where can a marketer see the performance summary of a recent email send?

A: Send Performance Tab
B: Job Links tab within Tracking
C: Summary tab
D: Overview Tab within Tracking

D: Overview Tab within Tracking
Which statement regarding editing an email template is true?
Choose 2 answers

A: A template does not automatically affect emails created from that template
B: Updating an email to reflect changes made in its template can be done in the email properties
C: Changes to a template cannot be made once it is saved in the application
D: Changes to a template are automatically inherited in emails built from that template

B: Updating an email to reflect changes made in its template can be done in the email properties

D: Changes to a template are automatically inherited in emails built from that template

Which segmentation activity can be used to refresh data on a recurring schedule via an Automation?
Choose 2 answers

A: Filter activity
B: Segment activity
C: SQL Query activity
D: Data Extract activity

A: Filter activity

C: SQL Query activity

Using measures, what data can a marketer use to segment an audience?

A: Open Data
B: First Name Attributes
C: Geographical Data
D: Gender Data

A: Open Data
A marketing team is creating a new data extension. The data extension schema is very similar to a data extension that already exists.

How would the team create the new data extension?

A: Create from template
B: Create a filtered data extension
C: Create new
D: Create from existing

D: Create from existing
Why should a marketer ensure that field lenghts are accurate when creating a data extension?
Choose 2 answers

A: To determine the correct data type
B: To optimize import process speed
C: To save the data extension
D: To ensure data integrity

B: To optimize import process speed

D: To ensure data integrity

A marketing associate at Northern Trail Outfitters must design an email campaign for the company’s new winter offerings.

Which email design best practice would the associate implement in this campaign?

A: Limit the email text to 250 words
B: Personalize the email content
C: Segment the audience for the email
D: Use an infographic email template

B: Personalize the email content
A marketer at Northern Trail Outfitters wants to add a subscriber to a data extension and follow up with a thank-you email by using Smart Capture

Which action does the marketer need to take in the processing tab when creating the Smart Capture form?
Choose 2 answers

A: Refresh the data filter
B: Add to Data Extension
C: Send the email via Triggered Send
D: Add a new subscriber to a list

B: Add to Data Extension

C: Send the email via Triggered Send

A marketer wants to overwrite the data in a data extension on a daily basis using Automation Studio.

What can the marketer do to accomplish this task?

A: Create an Import Activity and execute it manually
B: Create an Import Activity to use in a workflow in Automation Studio
C: Create an import using the Import Wizard in the Email Application
D: Create an import using the Import Wizard in Automation Studio

B: Create an Import Activity to use in a workflow in Automation Studio
Which strategy will improve email deliverability?
Choose 3 answers

A: Ensure the spam complaint rate is between 1% and 3%
B: Purchase lists from companies that guarantee users have opted in
C: Authenticate email to distinguish it from spammers
D: Purge old or inactive email addresses
E: Encourage subscribers to add the company’s sending domain to their address books

C: Authenticate email to distinguish it from spammers

D: Purge old or inactive email addresses

E: Encourage subscribers to add the company’s sending domain to their address books

What is triggered automation?

A: An automation that is initiated when a file is dropped into a designated Enhanced FTP Folder
B: An automation that is triggered based on a schedule that has been defined
C: An automation that is initiated when a designated value in a data extension is changed
D: An automation that triggers an email to be sent based on a user Initiated Email definition

A: An automation that is initiated when a file is dropped into a designated Enhanced FTP Folder
Which send process can use Sender Profiles?
Choose 3 answers

A: User-Initiated Sends
B: Guided Sends
C: Test Sends
D: Triggered Sends
E: Simple Automated Sends

B: Guided Sends

D: Triggered Sends

E: Simple Automated Sends

Which type of data can a subscriber easily update via the Profile Center?
Choose 2 answers

A: Data Extension Fields
B: Email Address
C: Order History
D: List Attributes

B: Email Address

D: List Attributes

A new data extension named “Orders” contains order data. One row is recorded for each customer’s order. Customers can place multiple orders. The data extension Orders relates to other data extensions.

The data extension Orders contains the following fields:
OrderNumber: a unique alphanumeric order number
customerID: a numeric customer identification number
OrderDate: the system date and time for the order
Instructions: an optional alphanumeric string that contains customer delivery notes

Which statement accurately reflects the configuration of the Orders Data Extension?

A: The OrderNumber field will be a Number data type field
B: All fields in the data extension are nullable
C: customerID will be used as the Primary Key
D: OrderNumber will be used as the Primary Key

D: OrderNumber will be used as the Primary Key
A marketer wants to create an email that will look great on both a desktop computer and a mobile device. However the marketer is not familiar with writing code for responsive design and does not have available resources to design the email.

Which template can the marketer choose when creating an email?

A: Responsive Web template
B: Media template
C: Mobile-optimized template
D: Standard template

C: Mobile-optimized template
What happens when subscribers click the default “One-Click Unsubscribe” in an email sent to a “Public” List?
Choose 3 answers

A: They will be unsubscribed from all available lists
B: They can choose to be unsubscribed from all lists in the Subscription Center
C: They can resubscribe from the Subscription Center
D: They will be removed from the data extension
E: They will be unsubscribed from the List used for the send

B: They can choose to be unsubscribed from all lists in the Subscription Center

C: They can resubscribe from the Subscription Center

E: They will be unsubscribed from the List used for the send

A marketer is using an import activity on a nightly basis to import subscriber data into a data extension.

What is a true statement about the import activity?
Choose 3 answers

A: An import activity can be used in an automation created in Automation Studio
B: The import activity is under Subscribers in the Email Application
C: The file for an import activity must be placed in a folder on a FTP site
D: The file for an import activity can be on a desktop computer
E: An import activity can be executed manually

A: An import activity can be used in an automation created in Automation Studio

C: The file for an import activity must be placed in a folder on a FTP site

D: The file for an import activity can be on a desktop computer

A local restaurant chain wants to send an email to customers seven days prior to their birthday. The restaurant has one non-technical marketer who has limited experience with the Marketing Cloud. The owner wants the birthday email campaign to start tomorrow.

Which tool can the non-technical marketer use most easily to segment and send the birthday email?

A: Query Activity
B: Automation Studio
C: Playbooks
D: User-initiated email

C: Playbooks
A marketing associate at Northern Trail Outfitters must create an email campaign for the company’s new winter offerings.

Which method could the associate use to create the email message?
Choose 2 answers

A: Email Send Wizard
B: User-initiated email message
C: Email templates
D: HTML Paste

C: Email templates

D: HTML Paste

Which feature can segment on behavioral data?

A: Tracking
B: Data Extension
C: Import Activity
D: Data Filter

D: Data Filter
Which variable can be tested using the A/B testing tool?
Choose 3 answers

A: IP Address
B: From Name
C: ISP
D: Pre-header
E: Email content

B: From Name

D: Pre-header

E: Email content

Northern Train Outfitters (NTO) specializes in delivering snack boxes to its members. NTO offers a 90-day trial on the snack boxes. NTO would like to send out a series of emails to educate and remind members to purchase the snack box subscription before the 90-day trial ends.

Which tool is recommended for this scenario?

A: Triggered Emails
B: Guided Send
C: Automation Studio
D: Playbooks

D: Playbooks
The marketing team would like to send an email to an audience on a weekly basis. The team receives multiple files each week that need to be imported and joined to build the target audience for the email.

Which tool is recommended to execute this process?

A: Playbooks
B: Filter Activity
C: Automation Studio
D: Data Extract Activity

D: Data Extract Activity
Northern Train Outfitters wants to make sure that a First Name and Last Name are always included when importing subscribers to a data extension.

How can a marketer ensure that subscribers are imported with data in both of these fields?

A: Ensure the Nullable property is unchecked for the First Name and Last Name columns
B: Set up a default value for the column
C: Make the First Name and Last name columns Primary Keys
D: Check the Nullable property for the First Name and Last Name columns

C: Make the First Name and Last name columns Primary Keys
How is Primary Key used?

A: Primary Key is used when defining a Send Relationship
B: Primary Key is the unique value to identify a subscriber
C: Primary Key identifies a row or a field in a data extension as unique
D: Primary Key prevents data from being overwritten in a data extension

D: Primary Key prevents data from being overwritten in a data extension
Which type of content can an email content box contain?
Choose 3 answers

A: Static
B: Smart Capture
C: A/B Testing
D: Freelance
E: Dynamic

A: Static

C: A/B Testing

E: Dynamic

What can be used to join two data extensions to segment via Drag and Drop Segmentation?

A: Subscriber Key
B: Subscriber ID
C: Data Relationship
D: Send Relationship

A: Subscriber Key
A marketer wants website visitors to have the option to subscribe to specific publications and make updates to their profile.

Which tool would the marketer use in this scenario?

A: Subscriber Group
B: Send Log
C: Data Filter
D: Web Collect

D: Web Collect
An account has a Subscriber Key enabled, and will be providing a unique key for each subscriber from an external system. A marketer wants to create a data extension for sending email campaigns

What steps would the marketer take when creating the data extension?
Choose 2 answers

A: Check the “Is Sendable” option
B: Set the column representing the Subscriber Key as a Primary Key
C: Set the Email address column as a Primary Key
D: Relate the Email address to the Suscriber Key

A: Check the “Is Sendable” option

D: Relate the Email address to the Suscriber Key

Which metric is the measure of emails rejected by a server due to permanent conditions such as “user unknown” or “domain not found”?

A: Validation Error
B: Soft Bounce
C: Unsubscribed
D: Hard Bounce

D: Hard Bounce
Which method of storing subscriber information allows a marketer to easily create different subscriptions that subscribers can opt into from the default Subscription Center?

A: Lists
B: Lists and Data Extensions
C: Data Extensions
D: Active Audiences

B: Lists and Data Extensions
What is the timeline for which an unsubscribe request must be honored and processed as outlined by the CAN-SPAM Act?

A: 10 business days
B: 30 calendar days
C: 5 business days
D: 24 hours

A: 10 business days
Which feature can be included in a content box?
Choose 3 answers

A: Facebook Like
B: Social Forward
C: Content Detective
D: Forward to a Friend
E: Microsites

B: Social Forward

D: Forward to a Friend

E: Microsites

Which feature would a marketer use to build a Send Classification?
Choose 2 answers

A: Sender Profile
B: Custom Profile Center
C: Reply Mail Profile
D: Delivery Profile

A: Sender Profile

D: Delivery Profile

What occurs in an Enterprise 2.0 account when a subscriber clicks the default “One-Click Unsubscribe” link in an email?
Choose 2 answers

A: The subscriber is deleted completely from the sending account
B: The subscriber is removed from the List used for the Send
C: The subscriber is added to the enterprise global unsubscribe list
D: The subscriber is unsubscribed from the publication list applied to the send

B: The subscriber is removed from the List used for the Send

D: The subscriber is unsubscribed from the publication list applied to the send

Which segment can be manually refreshed under Actions?
Choose 2 answers

A: Filtered Data Extension
B: Filtered Group
C: Standard Data Extension populated by a Query
D: Random Group

A: Filtered Data Extension

B: Filtered Group

Northern Train Outfitters has a Master Customer List in a shared data extension. The company wants to make the list available to some, but not all, of the business units.

Which feature can be used to restrict users from a business unit from accessing the Master Customer list?

A: Business Unit Access Permissions
B: Date/ Time Range fro Access
C: Shared Data Extension
D: User Roles and Permissions

A: Business Unit Access Permissions
Northern Train Outfitters wants to grow its email subscriber list.

Which best practice can the company use to increase the number of subscribers?
Choose 2 answers

A: Offer email opt-in when customers create an account
B: Use incentives such as a discount or free shipping to encourage opt-in
C: Capture email addresses through the use of browser cookies
D: Send emails to a purchased list with a request to opt-in

A: Offer email opt-in when customers create an account

B: Use incentives such as a discount or free shipping to encourage opt-in

If all subscribers reside within a single master data extension, what is the optimal way to manage unsubscribes by communication type?

A: Create a profile attribute or data extension field for each communication type, and use a boolean value to capture subscriber status
B: Create suppression lists for each communication type, and associate the suppression list with the email in the user-initiated send definition
C: Create separate lists or data extensions for each communication type, and create a filter to segment subscribers into the applicable lists or data extensions
D: Create publications lists for each communication type, and associate the publication list with the email send in the user-initiated send definition

D: Create publications lists for each communication type, and associate the publication list with the email send in the user-initiated send definition
A marketer sends an email to a sendable data extension. The data extension has a send relationship that matches Customer_ID on the data extension to subscriber Key in All Subscribers.

What is a true statement regarding the email send behavior?

A: The email will be sent to the Subscriber Key in All Subscribers
B: The email will be sent to the email address stored on the Data Extension
C: The email will be sent to the field marked as the Primary Key
D: The email will be sent to the email address stored in All Subscribers

D: The email will be sent to the email address stored in All Subscribers
What is a personalization string?

A: The snippet of text at the top of the email that is visible before an email has been opened
B: A content area that will display based on a subscriber attribute
C: An automated way of scraping a website for content to populate inside of an email
D: A snippet of text that inserts subscriber attributes into an email

D: A snippet of text that inserts subscriber attributes into an email
A customer would like to automate a weekly email campaign using Automation Studio.

Which send method would the customer use to configure the email?

A: Guided Send
B: Send Preview
C: User-Initiated
D: Test Send

A: Guided Send
Which tactic will improve deliverability for a new sender?

A: Send email to a minimum of 35,000 subscribers per ISP per day
B: Send email to ISPs that have been notified of the new sender
C: Send email to the most active and engaged customers
D: Send email during the holiday season when new senders are less likely to be detected

C: Send email to the most active and engaged customers
What is required on an email message by the United States CAN-SPAM Act?
Choose 2 answers

A: Physical Mailing Address
B: A way to Unsubscribe
C: A link to the sender’s website
D: Any Mailing Address

A: Physical Mailing Address

B: A way to Unsubscribe

A marketer uses Email Approvals.

In which send process must an email have an “Approved” status prior to send?
Choose 3 answers

A: Triggered Sends
B: Send Previews
C: A/B Tests
D: Scheduled Sends
E: Test Sends

A: Triggered Sends

C: A/B Tests

D: Scheduled Sends

A marketer is using a list-based sending, and wants to segment subscribers who have a value of “EMEA” in the Region Attribute

Which tool will produce the audience?

A: Guided Send
B: Audience Builder
C: Drag and Drop Segmentation
D: Query Activity

C: Drag and Drop Segmentation
Northern Train Outfitters needs to ensure that “Valued Customer” appears if no data exists in that field for a subscriber when using a personalization string to display the First_Name field in a data extension

How can the Marketer most easily achieve this during creation of the data extension?

A: Make “Valued Customer” the Default Value for the First_Name field
B: Ensure the Nullable box is not checked for the First_Name field
C: Mark First_Name as the Primary Key
D: Fill in the source data with “Valued Customer” for each blank First_Name field

A: Make “Valued Customer” the Default Value for the First_Name field
Which recipient option is available with Simple Send?
Choose 2 answers

A: Group
B: Data Extension
C: List
D: Audience
E: Data Filter

A: Group

C: List

A marketer needs to share report results with a manager.

When using Reports in the Marketing Cloud, which option can be used to deliver the report to the manager?
Choose 3 answers

A: Save the report as a Snapshot
B: Save the report to an FTP folder
C: Print the report from Reports
D: Email the report
E: Include a link to the report in an email

B: Save the report to an FTP folder

C: Print the report from Reports

D: Email the report

The marketing team would like to remind customers they can receive 10% off all purchases they make during the week of their birthday as a way to increase customer engagement.

Which tool would the Marketing team use to send an email notification to customers based on a subscriber specific date?

A: Playbooks
B: Data Extract Activity
C: Data relationships
D: AMPscript

A: Playbooks
What information and data about the performance of an individual send can be exported from the tracking details?

A: Performance data on the Overview Tab
B: Images showing how the email rendered on different devices
C: Number of clicks from mobile devices
D: Subscribers who click on a specific link

C: Number of clicks from mobile devices

D: Subscribers who click on a specific link

Which segmentation activity can be used to refresh data on a recurring schedule via an Automation ?
Choose 2 answers

A: SQL Query Activity
B: Data Extract Activity
C: Filter Activity
D: Segment Activity

A: SQL Query Activity

C: Filter Activity

Northern Train Outfitters wants to maintain enterprise-wide opt-outs for two segments of its subscribers: Education Events and Sales.

Which feature would the company use?

A: Shared Emails
B: Shared Portfolio Items
C: Shared Data Extensions
D: Shared Publication Lists

D: Shared Publication Lists
What is an Automation Studio activity?
Choose 3 answers

A: A/B Test Send Activity
B: Transfer File Activity
C: Wait Activity
D: Triggered Send
E: Send Email

B: Transfer File Activity

C: Wait Activity

E: Send Email

Which method of storing subscriber information allows a markwter to easily create different subscriptions that subscribers can opt into from the default Subscription Center?

A: Lists and Data Extensions
B: Active Audiences
C: Lists
D: Data Extensions

A: Lists and Data Extensions
What is a function of the Content Detective tool?

A: It helps track customer traffic generated by content areas within a email
B: It helps identify spam triggers in email content and subject lines
C: It helps display content in a content box
D: It helps guarantee placement of emails into the inbox

B: It helps identify spam triggers in email content and subject lines
Where can a marketer go to learn more information about using APIs?
Choose 2 answers

A: help.exacttarget.com
B: code.exacttarget.com
C: Help and Training Portal
D: The Administration tab

A: help.exacttarget.com

B: code.exacttarget.com

What must be configured in a Marketing Cloud account to use the import wizard?

A: Encrypted FTP
B: Data Loader
C: Enhanced FTP
D: File Transfer

C: Enhanced FTP
What is a purpose of marking an attribute as hidden?

A: The attribute is not available to store data
B: The attribute is not available to subscribers on the Profile Center
C: The attribute is not available to other users in the account
D: The attribute is not available for CAN-SPAM compliance

B: The attribute is not available to subscribers on the Profile Center
A marketer wants to grow the company’s email subscriber list via social channels and its mobile app.

Which best practice can the marketer use to grow the subscriber list?
Choose 2 answers

A: Provide and opt-in checkbox on the mobile app registration form
B: Promote content on social channels that requests an email address
C: Search Facebook fans’ profiles for mail addresses
D: Send unsolicited requests on Twitter to sign up for email

A: Provide and opt-in checkbox on the mobile app registration form

B: Promote content on social channels that requests an email address

A marketing associate wants to use the Validate button to ensure an email is CAN-SPAM compliant.

What information does the associate need to provide n order for the email to pass validation?
Choose 2 answers

A: Profile Center URL
B: Company Website URL
C: Physical Mailing Address
D: Terms and Conditions Policy

A: Profile Center URL

C: Physical Mailing Address

A marketer creates a new sendable data extension, and defines the Customer_ID field as the field in the Send Relationship that relates to Subscribers on Subscriber Key

What will the send status in All Subscribers be associated with?

A: The Customer_ID field in the Data Extension
B: The Subscriber ID in a System Data View Table
C: The Email_Address field in the Data Extension
D: The Email Address Profile Attribute

A: The Customer_ID field in the Data Extension
The marketing team would like to refresh a filtered data extension on a recurring basis, by using a data filter named “Pref1-Tech”

How can this process be automated?

A: Create a Filter Activity that selects the Pref1-Tech Data Filter, and then add the Filter Activity to an Automation
B: Set a refresh schedule on a new filtered data extension, and select the Pref1-Tech data filter
C: Create a filtered Data Extension Activity that selects the Pref1-Tech Data Filter, and then add the Filtered Data Extension Activity to an Automation
D: Add the Pref1-Tech Data Filter to an Automation

A: Create a Filter Activity that selects the Pref1-Tech Data Filter, and then add the Filter Activity to an Automation
Which data model should be used to create a Group?

A: Data Filters
B: Data Extensions
C: Lists
D: Active Audiences

C: Lists
What can a marketer do to enhance a Welcome Series campaign?
Choose 2 answers

A: Share the email program’s value proposition
B: Send three emails on the first day after sign-up
C: Personalize email content
D: Require that the subscriber refer a friend

A: Share the email program’s value proposition

C: Personalize email content

Which method of storing subscriber information allows a company to do extensive external audience segmentation including additional 1:1 subscriber data the company wants for a send, and to import the data quickly?

A: Lists
B: Data Extensions
C: Lists and Data Extensions
D: Active Audiences

B: Data Extensions
A marketer wants to ensure that customers on a list want to be email subscribers. Additionally, the marketer wants to minimize the number of invalid email addresses on the list, and add a level of security when using Web Collect functionality.

What is the optimal way to accomplish this task?

A: Create a double opt-in campaign that requires subscribers to confirm their email address by clicking a link in an email they receive after subscribing via Web Collect
B: Configure Web Collect to return an error message for any email address that does not conform to standard conventions
C: Send a welcome email to subscribers within 24 hours that includes a link to the website, a link to the terms and conditions page, and a customer service number
D: Add new subscribers to an automated engagement campaign, and then send a series of welcome emails based on their opens and clicks

A: Create a double opt-in campaign that requires subscribers to confirm their email address by clicking a link in an email they receive after subscribing via Web Collect
Which feature can a marketer use to individualize content in an email?
Choose 3 answers

A: Predictive content
B: Dynamic content
C: Personalization string
D: Specialized content
E: Audience Segmentation

B: Dynamic content

C: Personalization string

E: Audience Segmentation

How are the test audiences for an A/B test selected?
Choose 2 answers

A: The test administrator chooses which subscribers to place in each audience
B: The system automatically uses 15% of the population for each audience
C: The system randomly places target subscribers into the selected audiences
D: The test administrator selects a percentage or a fixed number of target subscribers from the total for each audience

C: The system randomly places target subscribers into the selected audiences

D: The test administrator selects a percentage or a fixed number of target subscribers from the total for each audience

Which statement regarding editing an email template is true?
Choose 2 answers

A: Changes to a template are automatically inherited in email built from that template
B: Updating a email to reflect changes made in its template can be done in the email properties
C: Changes to a template cannot be made once it is saved in the application
D: A template does not automatically affect emails created from that template

B: Updating a email to reflect changes made in its template can be done in the email properties

D: A template does not automatically affect emails created from that template

A marketer is importing a file using the import wizard and wants to ensure that only new records are added during the import process.

How can the marketer achieve this?
Choose 2 answers

A: Select the update type Overwrite
B: Select the update type Add Only
C: Ensure that the data extension contains a primary key
D: Select the update type Add and Update

C: Ensure that the data extension contains a primary key

D: Select the update type Add and Update

A marketer would like to install the Salesforce Marketing Cloud Connector.

Where can an installation guide be found?

A: AppExchange
B: Help and Training Portal
C: help.exacttarget.com
D: code.exacttarget.com

A: AppExchange
When building content for an email, what would a marketer consider in the Call to Action?
Choose 2 answers

A: A call to action below the fold performs best
B: A call to action can be text or an image based button
C: A call to action should be direct and action-oriented
D: Text buttons receive more clicks than graphics

A: A call to action below the fold performs best

D: Text buttons receive more clicks than graphics

A marketer wants to run an Account Send Summary report.

Which option can be configured when running this report?
Choose 3 answers

A: Report results delivery location
B: Report results file format
C: Error report log location
D: Date range parameters
E: Error handling parameters

A: Report results delivery location

D: Date range parameters

E: Error handling parameters

Which action will the Validate tool complete when initiated?

A: Ensure subscribers have not unsubscribed or are undeliverable
B: Ensure subscribers status at the time of send is Subscribed or Bounced
C: Identify phrases like “click here” or “Free!” that could be marked as spam
D: Confirm that each content area specified in the dynamic content rules exists

D: Confirm that each content area specified in the dynamic content rules exists
Northern Train Outfitters (NTO) finds 57% of its subscribers read emails on smartphones. Because of this, NTO wants to enhance its email viewing experience by thinking “mobile first”. NTO has the resources to write the HTML and CSS Code needed to create responsively designed emails.

Which option would add the code that was created outside of the Salesforce Marketing Cloud to the email?

A: HTML Paste
B: Text only
C: Template Based
D: Web Paste

A: HTML Paste
Which file type delimiter is available in the Import Wizard?
Choose 3 answers

A: Fixed Length
B: Pipe
C: Comma
D: Tab
E: Other

B: Pipe
C: Comma
D: Tab
What is a true statement about Subscriber Key?
Choose 3 answers

A: Subscriber Key determines what update types will be available when importing data.
B: Subscriber Key is a unique identifier for a subscriber, and can be populated with an email address or another unique value
C: Subscriber Key is mapped to a field in a sendable data extension when defining a Send Relationship
D: Subscriber Key allows an email address to appear multiple times in a list or All Subscribers when populated with a value other than an email address
E: Subscriber Key and Primary Key are interchangeable terms

B: Subscriber Key is a unique identifier for a subscriber, and can be populated with an email address or another unique value

C: Subscriber Key is mapped to a field in a sendable data extension when defining a Send Relationship

D: Subscriber Key allows an email address to appear multiple times in a list or All Subscribers when populated with a value other than an email address

Which actions are taken when a subscriber selects the “one-click unsubscribe” link at the footer of an email sent from a list?

A: The subscriber is automatically unsubscribed from the business unit from which the send originated
B: The subscriber is automatically unsubscribed from All Subscribers at the enterprise level
C: The subscriber is automatically unsubscribed from the list from which the send originated
D: The subscriber is automatically redirected to the subscription center to unsubscribe from publications

C: The subscriber is automatically unsubscribed from the list from which the send originated
A marketer wants to use personalization strings to create individualized content for an upcoming send.

What would the marketer need to know to understand how to use personalization strings?
Choose 3 answers

A: Personalization strings are case sensitive
B: Personalization strings are noted by two sets of double percent symbols
C: Personalization strings can appear in the subject line or body of the email
D: When using subscriber data, the attribute or field should have a default value
E: Personalization strings are limited to profile attributes

A: Personalization strings are case sensitive

B: Personalization strings are noted by two sets of double percent symbols

D: When using subscriber data, the attribute or field should have a default value

A marketer wants to ensure that emails follow the basic brand guidelines.

Which feature helps ensure emails have the correct layout and logos?

A: Email templates
B: Preference Management
C: Portfolio
D: Data Extensions

A: Email templates
A marketer needs to create an attribute named Gender that has a drop-down menu with appropriate values in the Profile Center.

How can this be accomplished?
Choose 2 answers

A: Select the data type as Text
B: Set a custom maximum length of six
C: Create restricted values
D: Select the attribute as required

C: Create restricted values

D: Select the attribute as required

What is a Master Unsubscribe?

A: When a subscriber unsubscribes from a Publication list via an email unsubscribe link
B: When a subscriber unsubscribes from a list in the Subscription Center
C: When a subscriber unsubscribes from all emails sent from the Salesforce Marketing Cloud
D: When a subscriber unsubscribes from all emails sent from an account

D: When a subscriber unsubscribes from all emails sent from an account
As part of a weekly email automation, a client needs to segment data in a Data Extension.

Which activity is designed to address this scenario?

A: Import Activity
B: File Transfer Activity
C: Group Refresh
D: Query Activity

D: Query Activity
Topic Profile Overview
The basis of Radian6 is the Topic Profile.
This is a unique set of search parameters (keywords) about a company, brand or subject that is of interest to you. You can filter these parameters by changing –
– Language
– Media Types (Facebook, Twitter, Linkedin)
– Region
– Source Settings (Feeds,…)
Conversation Cloud
These results can help you
determine which search terms (keywords) to include or exclude in your search.
e.g. Keyword “Boston”
– baseball
Roles and Permissions in Social Studio
Organization/User Roles:
Contain permissions for the management of resources. These roles contain permissions for what users can access, add and update.

Basic User
Full User
Super User
Admin Only User

Workspace Roles:
Drive access to Workspaces and Social Accounts. Roles grant permission to access social network data or to use social accounts within a specific workspace.

Admin
Contributor
Limited Member

Org Roles
– Basic User
– Basic Users cannot change any organization settings.
– A Basic User can view other users in the organization and change their own personal information such as email address and password. Basic Users can also view and change any posts they created and any posts that other users shared (in the Workspaces where they are a member).
Org Roles
– Full User
A Full User can create most types of resources. Social Studio assigns this user role by default when you add a new user to the organization. Social Studio restricts editing and deleting permissions to content owned by the Full User.

Full Users can generally create, view, and edit their own settings. Full Users cannot generally change user settings for other users.

Org Roles
– Super User
A Super User can create, view, edit and disable or delete all system resources such as tenant administration, workspace administration, user account administration, social account administration, approval rule and macro administration. Super Users can also perform the following tasks:

Add new users to the Social Studio
View and edit users including the following information:
Edit user role, status, email, and username
Assign them to workspaces
Enable password resets
View and edit all workspaces
Edit and/or delete all macros in the organization and edit all user records in the system
Create and manage Topic Profiles
Create and manage Source Groups

Org Roles
- Admin Only
Org Roles
– Admin Only
The Admin Only User role can perform administrative tasks to protect content security (and corporate image) by preventing publishing, engaging and analysis access.

Perform any administrative task of a Super User unless stated otherwise:
Create, edit, and disable all types of users (including other Admin Only)
Add Basic, Full, and Super Users to any workspace (Admin Only Users cannot access workspaces themselves)
Create, edit, and delete Social Accounts
Manage or edit organization settings (such as time zone and language)
Enable password resets
Create, edit and delete macros
Create new users (or edit existing users) using the Social Studio role assignments. These map back to specific Radian6 permission sets.
Create and manage Topic Profiles
Create and manage Source Groups

Org Role Overview
Org Role Overview
Org Role Overview
Org Role Overview
Workspace Roles
Workspace Roles
Workspace Permission Levels determine access to Workspaces Settings, members, access to Topic Profiles, Publish and Engage Macros, Content approval rules and Social Accounts.
Adding User
You must have Super User permission rights to add a user. See the Organization wide User Roles Permissions table to verify the permission level. If you are not a Super User, contact the Super User for the organization to get the access permissions.
Organization Wide Admin Settings
Organization Wide Admin Settings
http://help.exacttarget.com/en/documentation/social_studio/access_admin_settings/organization_wide_admin_settings/
Macros
Macros allow you to configure pre-defined instructions for commonly used actions and apply them to multiple posts at the same time.

Engagement Macros: These macros work in Engage and enable you to work more efficiently by selecting one Macro button and applying a variety of actions to multiple posts at the same time. Engage Macro Examples illustrate how macros can be used.

Publishing Macros: These macros work in Publishing and enable you to work more efficiently processing posts from the Publish calendar like applying a consistent workflow. Publishing Macro Examples illustrate how macros can be used. A macro can be automatically applied when a post is in created.

Send to Salesforce Macro
The macro is designed to automatically create a case for the selected Organization.

If further distribution of the posts is needed within the Organization (like to different teams), create different Macros for each sub-group/business unit.

For each of these Macros, apply a post tag so the Salesforce Organization can route cases based on that post tag.

Topic Profiles
Topic Profiles
A Topic Profile is a social media search, created in the Radian6 Analysis Dashboard or in Social Studio, comprised of keywords and filters. Topic Profiles collect social media posts into Radian6. Once a Topic Profile is created or imported to Social Studio, the social media posts can be applied to Engage columns allowing for workflow management and engagement from your own social media accounts.

http://help.exacttarget.com/en/documentation/social_studio/topic_profiles/managing_topic_profiles/creating_topic_profiles/

Publish in Social Studio
http://help.exacttarget.com/en/documentation/social_studio/publish/
Workspace
1) Workspaces are a core component in Social Studio and enable customers to establish their own groups or “working spaces” and can be utilized by the following ways:

By discrete business units
By geographical markets
By external agencies
By social campaigns

Workspaces allow for a logical and central place to plan, publish and engage content. A workspace is also an area for users to collaborate with a set of shared resources, social accounts and calendars.

Areas that exist within a tenant (see Tenant) that contain workspace members and social accounts and can used to organize teams as well as plan, publish and engage with content. Workspaces can be created and organized by the following:

all social accounts for a global calendar view
business unit
product line
product line plus region
region
social team
outside agency that manage social campaigns
Workspace members and social accounts can belong to more than one workspace. Different layers of access can be provided to different users for social accounts

Publish in Social Studio
http://help.exacttarget.com/en/documentation/social_studio/publish/
Engage in Social Studio
http://help.exacttarget.com/en/documentation/social_studio/engage/
Analyze in Social Studio
http://help.exacttarget.com/en/documentation/social_studio/analyze/
Approvals
Approvals are a useful feature in Social Studio and provide a workflow where posts can be checked over then approved or rejected before publishing. Using approvals helps eliminate the surprises of a content getting published without the right individuals seeing it first.

Create custom Approval Rules – define custom approval rules to include
One or multiple approvers
Create complex logic to include multiple conditions of what, when and what happens when approval rules execute.

Pending approvals and rejections notifications in My Tasks – The My Tasks view provides a list of the posts pending an individual’s approval or rejection. If named in an approval rule, notifications are received via the email address for the user who can approve, reject or edit the post by clicking on the link in the email.

Editing approvals within Calendar – Authors and Admins can edit a post once it has been sent to approval. Posts pending approval are locked out to others.

Content Performance Reporting
Once your content is posted, the post’s performance can be measured and tracked to analyze the effectiveness and if the post is accomplishing the targets or milestones you may have established.

Content Performance can be measured and tracked in different locations within Social Studio:

Cross Workspace Performance – Reports on content performance for all the workspaces in the organization

Workspace Content Performance – Reports on content performance for a workspace

EMV
Estimated Monthly Volume. An estimate of Mentions a Topic Profile would generate in the next 30 days. This value, rounded to the nearest hundred, is recalculated daily or when a user edits the Topic Profile and saves the changes. The EMV can increase or decrease if the keyword and/or filters are changed or if there is an organic change like a product recall, public relations campaign or other event.
Feed Targeting
Feed Targeting target posts in the Newsfeed so a post will be visible to all visitors on the Timeline. Targeting posts to match various marketing segments is a great way to improve a post’s engagement.

Age
Education Status
Gender
Interested
Language
Location
Relationship Status

Performance Reports
Performance Reports
The reports display a summary view and roll-up view of interaction performance by network for the past 7 days. These Performance reports are classified into two categories: Post Reports and Account Reports.

They can measure the performance of social accounts regardless of their workspace

Posts Status
Posts Status
Sentiment
The sentiment of the post such as:

Positive
Somewhat Positive
Neutral
Somewhat Negative
Negative

FAQs in Social Studio
http://help.exacttarget.com/en/documentation/social_studio/faqs/
Can I request approval from multiple people?
Yes, to ask for approval from multiple people just add multiple approvers to a single rule.
Can I request approval from multiple people in a specific sequence?
Yes, to ask for approvals in order where the second approver is not notified until the first approves, set up 2 rules with the appropriate criteria.
How do I know the order the rules will be triggered?
Posts that trigger multiple rules will process the rules in the order they are listed on the Approval Rules Index page. You can drag and drop the rules to rearrange them in the appropriate order.
How far back will post-performance data (likes, comments, shares) be gathered in Social Studio performance reports?
In terms of when the metrics are gathered, it depends on the how recent is the post.

If posted within… Pull Frequency
0 to 24 hours Every 15 minutes
1 to 3 days Every hour
4 to 7 days Every 6 hours
8 to 14 days Every 12 hours
15 to 30 days Daily
31 or more days Weekly

I am unable to publish posts to a particular Facebook Page. What would be preventing this?
Ensure the following is enabled to publish to a Facebook page:

Page visibility must be “published”
“News Feed Audience” and “Visibility for Posts” must be selected.
Page user must have an “Admin” or “Editor” scope when adding the accounts to Social Studio.

Can you edit posts that have already been published in Social Studio? And if so, how will they appear? Will they say “Edited” as they do when publishing natively to Facebook?
You cannot edit a post that has already been published. There are basically four states for a post:

Unpublished – Modify anything about the post
Successfully Publish – Can’t change anything about them
Partially Failed – these are posts that failed to one or more social accounts but succeeded on other social accounts. Only option is to retry the post.
Completely Failed – these are posts that were not successfully published to ANY of their social accounts. These posts can be modified just like an Unpublished post

What is the file size limit of uploading media to a post?
5 MB. This also applies to the limit in uploading files for tweets.
How do I know if my post has failed to publish?
If the post has failed to publish, the author will receive an email notification of the failure. There will be no popup indicator in Social Studio to the author that the post has failed.
Do the metrics include both content published through Social Studio and content published from the same account outside of Social Studio?
Yes it includes both.
I tried copying text from a Microsoft Word document into a post but doesn’t appear correctly. How do I copy and paste the text into a post and get just the text?
To strip all the formatting from a Microsoft Word document, first paste the text into a text editor then copy the text from there and paste it into the post.
How often do the Engage columns refresh to bring in any new posts?
Managed Content is refreshed every 30 seconds. Topic Profile content every 30 seconds.
What Workspace Permission Level do I need to Follow or Unfollow a Twitter author?
All workspace members (Admin, Contributor or Limited Member) in a Workspace can follow or unfollow a Twitter author.
How do I exclude retweets from a Topic Profile to filter them out when using the Topic Profile in an Engage column?
Enter retweeted by in the Does Not Contain box in the TP configuration to remove retweets.
How does sentiment work for a post?
A post’s sentiment, which is the overall tone of the post, is classified into 5 categories: Negative, Somewhat Negative, Neutral, Somewhat Positive, and Positive. The words in the post are assigned a pre-determined score value, these values are added together, and the resulting score is compared to an overall sentiment category range.
Can I assign a post to a workspace instead of a user? I have two large teams using Social Studio each with their own workspace. At times they have to assign a post to the other team in the other workspace but do not know who is the correct user. They want to assign the post to the other workspace.
Posts cannot be assigned to a specific workspace but a similar result can be achieved by using a label.

Create a label in each workspace.
Apply the label to the relevant posts.
Create a column in each workspace, filtered by that label. The posts can be reviewed and reassigned accordingly.

How many dashboards can I create?
The number of dashboards you can create is unlimited. There is also no limit to how many dashboards of a particular type you can create.
How many Social Accounts can I add to a Social Account Summary dashboard?
You can add up to 50 Social Accounts to a Social Account Summary dashboard. These limits apply to each type of Social Account Summary dashboard (Facebook, Twitter, LinkedIn, YouTube and Instagram.
How many Topic Profiles can I add to a Social Listening dashboard?
You can add 1 Topic Profile to a Social Listening dashboard.
Can other members of my workspace see the dashboards I created?
No. Dashboards created by one workspace member cannot be seen by another member of the same workspace. Each workspace member creates their own dashboards.
When you add a social account to create a Social Account Summary dashboard, how much historical data is available in the dashboard?
When you register a social account with Social Studio (owned accounts) 30 days of historical data is requested from the network. LinkedIn has a different limitation, which is 20 days or the last 50 posts.
How can I change the CSV Exported filename after specifying the date range?
Depending on the browser used, the steps are different:
How many workbenches can I create? Is there a maximum amount?
You can create an unlimited number of workbenches.
Workbenches
Use Workbenches to hold custom created and arranged datasets (info cards) based on Topic Profiles.
How many datasets can I create in a workbench? Is there a maximum amount?
You can create an unlimited number of datasets in a workbench. Multiple datasets in a workbench are shown as separate items.
How many cards can be in a dataset? Is there a maximum amount?
You can create an unlimited number of dataset cards in a dataset.
Can other Social Studio users see the workbenches and datasets I create?
No, only you can see the workbenches and datasets you create.
In the radion 6 engagement console, which icon would you click to view posts that contain specific keywords?
Keyword Group
Which report should be used to automate reports within Radian 6
Dashboard Reports
Which Statement about Social Studio is correct?

A: User role determine ability to publish to social accounts

B: Workspace permissions determine ability to create workspaces

C: User roles determine ability to create macros

D: Workspace permissions determine ability to create macros

D
Sentiment
Sentiment refers to the tone of conversation in a post. Salesforce Radian6’s Automated Sentiment Analysis
examines all sentences in a post and identifies phrases containing sentiment words such as hate, love, sucks,
awesome, stupid, etc.

The system then determines the tone of the conversation for the Sentiment Subjects. It gives a probability that the sentence is positive, negative, or neutral.

Sentiment Range
A range of thumbs-up/thumbs-down icons, as shown below, indicates the results of sentiment analysis:
• Positive
• Somewhat Positive
• Neutral
• Somewhat Negative
• Negative

Recommended number of keywords groups in a topic profile?
10 or less
Radian6 3 types source filters topic profile
What results will you obtain from the “Include all content from these sources filter?”
Every post from the sites in the source filter, whether or not they contain your keywords and posts from other sites that contain the keywords
Speed up data entry into topic profile
copy and paste the keywords from a document into the topic profile
Topic profile
How to discover which hashtags are being used most tweets about a campaign.
Add the hashtags symbol to their keywords
Apply workflow to a post, such as assigning it to a colleague for actions or adding a tag to the post, which widget would you see?
River of news
Which widget would display the number of posts with positive, neutral and negative sentiment?
Topic Analysis
Which activity is possible when creating a workspace?
A) Connect Social Accounts
B) Configuring a User Role
C) Add Topic Profile
How can a new super user connect a new social account?
A) In Admin Settings
B) In Workspace Settings
Where can the ownership of a workspace be transferred?
A) Workspace Settings
How can the duplicated post be used?
A) It can be used by any of the social channels available in the Workspace.
How can the community manager accomplish this?
A) Filter out unwanted posts via Source Groups
B) Select only the regions and languages necessary
What are Publish Labels?
Publish Labels can be added as metadata to help organize posts (campaigns vs. daily updates). Adding relevant publish labels provide organization and sorting to posts and tweets to help you analyze specific kinds of posts within analytics by segmenting by publish label.
What is Bitly Tracking?
URL Shortener; 3rd party app
What are Approval Rules?
Approval rules are a way for admins to manage and govern content. The rules can be used to ensure others look at the content before it is published.. Approval rules can have multiple approvers where the post has to be approved by a series of approvers before the post is published. They can be tailored to execute only if a certain user creates a post or if a post is made to a specific social account. Even Facebook gating can be used as conditions in an approval rule. Multiple approval rules can be executed in a particular order if needed.
River of News
Actual Posts coming in
Navigation
River
Top Ten
Widget
Topic Analysis
River of News
A local restaurant chain wants to send an email to customers seven days prior to their birthday. The restaurant has one of non-technical marketer who has limited experience with the Marketing Cloud. The owner wants the birthday email 60 campaign to start tomorrow. Which tool can the non-technical marketer use most easily to segment and send the birthday email?
A. Playbooks
B. Query Activity
C. Automation Studio
D. User-initiated email
A
What is a triggered automation?
A. An automation that is triggered based on a schedule that has been defined.
B. An automation that triggers an email to be sent based on a User Initiated Email definition.
C. An automation that is initiated when a file is dropped into a designated Enhanced FTP folder.
D. An automation that is initiated when a designated value in a data extension is changed.
C
When building content for an email, what would a marketer consider in the Call to Action? Choose 2 answers
A. A call to action should be direct and action-oriented.
B. Text buttons receive more clicks than graphics.
C. A call to action below the fold performs best.
D. A call to action can be text or an image-based button.
A,D
Northern Trail Outfitters wants the From Name on the monthly newsletter to come from a specific User who is set up in the Marketing Cloud. Which feature would be used to setup this From Name selection?
A. CAN-SPAM classification
B. Delivery Profile
C. Sender Profile
D. Content information
C
A client leverages transactional messages to send ad-hoc order confirmations. Which type of message is most suitable in this situation?
A. Triggered Email
B. Guided Send
C. Test Send
D. User-Initiated Email
A
What happens when subscribers click the default “One-Click Unsubscribe” in an email sent to a “Public” List? Choose 3 answers
A. They can resubscribe from the Subscription Center.
B. They will be unsubscribed from the List used for the send.
C. They will be unsubscribed from all available lists.
D. They will be removed from the data extension.
E. They can choose to be unsubscribed from all lists in the Subscription Center.
A,B,E
A marketer at Northern Trail Outfitters sends a promotional offer every week to a data extension that contains all new 60 subscribers from the previous week. What would the marketer create to automate the send and save time?
A. A recurring Send Schedule via Guided Send.
B. A Transactional Send Classification.
C. A Simple Send Email.
D. A User-Initiated Email.
B
What is a Master Unsubscribe?
A. When a subscriber unsubscribes from a Publication list via an email unsubscribe link.
B. When a subscriber unsubscribes from all emails sent from the Salesforce Marketing Cloud.
C. When a subscriber unsubscribes from all emails sent from an account.
D. When a subscriber unsubscribes from a list in the Subscription Center.
C
Northern Trail Outfitters wants to identify subscribers with something other than an email address. What value can be used to accommodate this?
A. System Preferences
B. Subscriber Attributes
C. Primary Key
D. Subscriber Key
D
A national landscape company wants to send targeted emails to customers to remind them of their upcoming lawn of treatment. Depending on the service, clients will receive either one or two emails. The data for the campaign is in two 60. separate data extensions. Customer Number is a Primary Key field in both data extensions. Which tool can be used to segment the data? Choose 2 answers
A. Data Extract Activity
B. Send Definition
C. Drag & Drop Segmentation
D. Query Activity
C,D
What is the timeline for which an unsubscribe request must be honored and processed as outlined by the CAN-SPAM Act?
A. 10 business days
B. 30 calendar days
C. 24 hours
D. 5 business days
A
A marketer needs to share report results with a manager. When using Reports in the Marketing Cloud, which option can be used to deliver the report to the manager? Choose 3 answers
A. Email the report.
B. Save the report as a Snapshot.
C. Include a link to the report in an email.
D. Save the report to an FTP folder.
E. Print the report from Reports.
A,C,D
When using a mobile-optimized template, what causes the mobile layout to display?
A. A subscriber attribute that dictates a mobile layout preference.
B. The screen size of the device that is used to view the email.
C. The email client detection tracking pixel.
D. The specific device that is used to view the email.
B
Which segmentation activity can be used to refresh data on a recurring schedule via an Automation? Choose 2 answers
A. SQL Query Activity
B. Data Extract Activity
C. Segment Activity
D. Filter Activity
A,D
A marketing associate wants to use the Validate button to ensure an email is CAN-SPAM compliant. What information does the associate need to provide in order for the email to pass validation? Choose 2 answers
A. Physical Mailing Address
B. Profile Centre URL
C. Company Website URL
D. Terms and Conditions Policy
A,B
Which actions are taken when a subscriber selects the “one-click unsubscribe” link at the footer of an email sent from a list?
A. The subscriber is automatically redirected to the subscription center to unsubscribe from publications.
B. The subscriber is automatically unsubscribed from All Subscribers at the enterprise level.
C. The subscriber is automatically unsubscribed from All Subscribers from the business unit from which the send originated.
D. The subscriber is automatically unsubscribed from the list from which the send originated.
D
A marketer wants to ensure that emails follow the basic brand guidelines. Which feature helps ensure emails have the correct layout and logos?
A. Portfolio
B. Data Extensions
C. Preference Management
D. Email Templates
D
Which action will the Validate tool complete when initiated?
A. Identify phrases like “click here” or “Free!” that could be marked as spam.
B. Ensure subscriber status at the time of send is Subscribed or Bounced.
C. Ensure subscribers have not unsubscribed or are undeliverable.
D. Confirm that each content area specified in the dynamic content rules exists.
A
Northern Trail Outfitters wants to make sure that a First Name and Last Name are always included when importing subscribers to a data extension. How can a marketer ensure that subscribers are imported with data in both of these fields?
A. Check the Nullable property for the First Name and Last Name columns.
B. Make the First Name and Last Name columns Primary Keys.
C. Ensure the Nullable property is unchecked for the First Name and Last Name columns.
D. Set up a default value for the column.
C
A marketer sends an email to a sendable data extension. The data extension has a send relationship that matches Customer_ID on the data extension to Subscriber Key in All Subscribers.
What is a true statement regarding the email send behavior?
A. The email will be sent to the Subscriber Key in All Subscribers.
B. The email will be sent to the email address stored in All Subscribers.
C. The email will be sent to the email address stored on the Data Extension.
D. The email will be sent to the field marked as the Primary Key.
C
A marketer wants to use personalization strings to create individualized content for an upcoming send. What would the marketer need to know to understand how to use personalization strings? Choose 3 answers
A. Personalization strings can appear in the subject line or body of the email.
B. When using subscriber data, the attribute or field should have a default value.
C. Personalization strings are case sensitive.
D. Personalization strings are noted by two sets of double percent symbols.
E. Personalization strings are limited to profile attributes.
A,C,D
What is a personalization string?
A. A content area that will display based on a subscriber attribute.
B. An automated way of scraping a website for content to populate inside of an email.
C. A snippet of text that inserts subscriber attributes into an email.
D. The snippet of text at the top of the email that is visible before an email has been opened.
C
Which file type delimiter is available in the Import Wizard? Choose 3 answers
A. Other
B. Pipe
C. Tab
D. Fixed Length
E. Comma
A,C,E
As part of a weekly email automation, a client needs to segment data in a Data Extension. Which activity is designed to address this scenario?
A. Import Activity
B. Group Refresh
C. File Transfer Activity
D. Query Activity
D
Which feature would a marketer use to build a Send Classification? Choose 2 answers
A. Sender Profile
B. Custom Profile Center
C. Reply Mail Profile
D. Delivery Profile
A,D
Northern Trail Outfitters (NTO) finds 57% of its subscribers read emails on smartphones. Because of this, NTO wants to of enhance its email viewing experience by thinking ‘mobile first.’ NTO has the resources to write the HTML and CSS code needed to create responsively designed emails. Which option would add the code that was created outside of the Salesforce Marketing Cloud to the email?
A. HTML Paste
B. Web Paste
C. Template Based
D. Text Only
A
A marketer uses Email Approvals. In which send process must an email have an “Approved” status prior to send? Choose 3 answers
A. A/B Tests
B. Send Previews
C. Test Sends
D. Scheduled Sends
E. Triggered Sends
A,D,E
What is a best practice regarding the on boarding of new subscribers? Choose 2 answers
A. The number of emails in a welcome series depends on the brand and the information new subscribers need to Know
B. The first welcome email should be sent within four to seven days of signing up.
C. The email content should be based on acquisition source and customer history.
D. The first welcome email does not need to include an unsubscribe link.
A,B
A marketer wants website visitors to have the option to subscribe to specific publications and make updates to their profile. Which tool would the marketer use in this scenario?
A. Data Filter
B. Web Collect
C. Subscriber Group
D. Send Log
B
Where can a marketer see the performance summary of a recent email send?
A. Overview tab within Tracking
B. Job Links tab within Tracking
C. Send Performance tab
D. Summary tab
A
Why should a Marketer ensure that field lengths are accurate when creating a data extension? Choose 2 answers
A. To ensure data integrity.
B. To determine the correct data type.
C. To save the data extension.
D. To optimize import process speed.
A,D
Northern Trail Outfitters needs to ensure that “Valued Customer” appears if no data exists in that field for a subscriber of when using a personalization string to display the First_Name field in a data extension. How can the Marketer most easily achieve this during creation of the data extension?
A. Fill in the source data with “Valued Customer” for each blank First_Name field.
B. Mark First_Name as the Primary Key.
C. Ensure the Nullable box is not checked for the First_Name field.
D. Make “Valued Customer” the Default Value for the First_Name field.
D
Northern Trail Outfitters wants to maintain enterprise-wide opt-outs for two segments of its subscribers: Education Events and Sales. Which feature would the company use?
A. Shared Publication Lists
B. Shared Emails
C. Shared Portfolio Items
D. Shared Data Extensions
D
Which feature can segment on behavioural data?
A. Data Extension
B. Data Filter
C. Import Activity
D. Tracking
B
What is a true statement about Subscriber Key? Choose 3 answers
A. Subscriber Key allows an email address to appear multiple times in a list or All Subscribers when populated with a value other than an email address.
B. Subscriber Key and Primary Key are interchangeable terms.
C. Subscriber Key is mapped to a field in a sendable data extension when defining a Send Relationship.
D. Subscriber Key determines what update types will be available when importing data.
E. Subscriber Key is a unique identifier for a subscriber, and can be populated with an email address or another unique value.
A,C,E
Which type of data can a subscriber easily update via the default Profile Centre? Choose 2 answers
A. Data Extension Fields
B. List Attributes
C. Email Address
D. Order History
B,C
Which combination of audiences can be selected in the recipient section for a specific Send?
A. Lists and Data Extensions
B. Lists and Audiences
C. Contacts or Audiences
D. Lists or Data Extensions
D
Northern Trail Outfitters (NTO) specializes in delivering snack boxes to its members. NTO offers a 90-day trial on the snack of boxes. NTO would like to send out a series of emails to educate and remind members to purchase the snack box subscription before the 90-day trial ends. Which tool is recommended for this scenario?
A. Playbooks
B. Triggered Emails
C. Guided Send
D. Automation Studio
D
A marketing associate at Northern Trail Outfitters must create an email campaign for the company’s new winter offerings. Which method could the associate use to create the email message? Choose 2 answers
A. User-initiated email message
B. Email templates
C. HTML Paste
D. Email Send Wizard
B,C
A marketer would like to install the Salesforce Marketing Cloud Connector. Where can an installation guide be found?
A. Code.exacttarget.com
B. help.exacttarget.com
C. Help and Training Portal
D. AppExchange
B
A marketing team needs to narrow down a customer population of several million subscribers based on e Commerce order details, and rapidly explore the data to find appropriate segments.
How can segmentation with this scenario be accomplished?
A. Audience Builder
B. Drag and Drop Segmentation
C. Profile attributes
D. Data Extract Activity
A
Northern Trail Outfitters wants to grow its email subscriber list. Which best practice can the company use to increase the number of subscribers? Choose 2 answers
A. Send emails to a purchased list with a request to opt-in.
B. Capture email addresses through the use of browser cookies.
C. Offer email opt-in when customers create an account.
D. In Use incentives such as a discount or free shipping to encourage opt-in.
C,D
Which type of content can an email content box contain? Choose 3 answers
A. Static
B. A/B Testing
C. Smart Capture
D. Freelance
E. Dynamic
A,B,E
A marketer wants to overwrite the data in a data extension on a daily basis using Automation Studio. What can the marketer do to accomplish this task?
A. Create an import using the Import Wizard in Automation Studio.
B. Create an Import Activity and execute it manually.
C. Create an import using the Import Wizard in the Email Application.
D. Create an Import Activity to use in a workflow in Automation Studio.
D
A marketer is importing a file using the Import Wizard and wants to ensure that only new records are added during the import process. How can the marketer achieve this? Choose 2 answers
A. Select the update type Overwrite.
B. Select the update type Add Only.
C. Ensure that the data extension contains a Primary Key.
D. Select the update type Add and Update.
B,C
Which statement regarding editing an email template is true? Choose 2 answers
A. A template does not automatically affect emails created from that template.
B. Updating an email to reflect changes made in its template can be done in the email properties.
C. Changes to a template are automatically inherited in emails built from that template.
D. Changes to a template cannot be made once it is saved in the application.
A,D
Which metric is the measure of emails rejected by a server due to permanent conditions such as “user unknown” or “domain not found”?
A. Unsubscribed
B. Hard Bounce
C. Validation Error
D. Soft Bounce
B
Which method of storing subscriber information allows a marketer to easily create different subscriptions that subscribers can opt into from the default Subscription Center?
A. Active Audiences
B. Lists
C. Lists and Data Extensions
D. Data Extensions
B
A marketer wants to run an Account Send Summary report. Which option can be configured when running this report? Choose 3 answers
A. Report results delivery location.
B. Error handling parameters.
C. Date range parameters.
D. Error report log location.
E. Report results file format.
C,E
How are the test audiences for an A/B test selected? Choose 2 answers
A. The system randomly places target subscribers into the selected audiences.
B. The system automatically uses 15% of the population for each audience.
C. The test administrator selects a percentage or a fixed number of target subscribers from the total for each audience.
D. The test administrator chooses which subscribers to place in each audience.
A,C
A marketer is designing an email and wants to add extra messaging before the body of the email that will be displayed when an email client previews the message. What would the marketer use?
A. Landing Page
B. Subject Line
C. Preheader
D. Promotional Text
C
A marketer at Northern Trail Outfitters is teaching new associates the essentials of designing emails for the company’s subscribers. What is a key component of optimized email design? Choose 3 answers
A. Include an unsubscribe button.
B. Include personalization and dynamic content.
C. Ensure the email renders well in mobile apps.
D. Build email templates with HTML Paste.
E. Segment the email’s target audience.
A,B,C
A marketer needs to create an attribute named Gender that has a drop-down menu with appropriate values in the Profile Center. How can this be accomplished? Choose 2 answers
A. Select the attribute as Required.
B. Create restricted values.
C. Set a custom maximum length of six.
D. Select the data type as Text.
B,D
Which segment can be manually refreshed under Actions? Choose 2 answers
A. Filtered Data Extension
B. Filtered Group
C. Standard Data Extension populated by a Query
D. Random Group
A,B
Which tactic will improve deliverability for a new sender?
A. Send email to ISPs that have been notified of the new sender.
B. Send email during the holiday season when new senders are less likely to be detected.
C. Send email to a minimum of 35,000 subscribers per ISP per day.
D. Send email to the most active and engaged customers.
A
Which feature can a marketer use to individualize content in an email? Choose 3 answers
A. Specialized content
B. Dynamic content
C. Audience Segmentation
D. Personalization string
E. Predictive content
B,C,D
What is a capability of a data relationship?
A. Join data extensions together to filter or segment the fields from data extensions.
B. Join a list and a data extension to filter the combined data.
C. Join data extensions together to create one combined data extension.
D. Join three or more data extensions together to create a filtered data extension.
A
How can AMPscript customize email messages?
A. Automate the flow of creating email messages.
B. Provide advanced content personalization.
C. Insert responsive content b-ased on the user’s viewing device.
D. Automate the template creation process.
B
The Marketing team would like to remind customers they can receive 10% off all purchases they make during the week of their birthday as a way to increase customer engagement. Which tool would the Marketing team use to send an email notification to customers based on a subscriber-specific date?
A. Data relationships
B. Data Extract activity
C. Playbooks
D. AMPscript
C
A marketer needs to ensure that customers on a list want to be email subscribers. Additionally, the marketer wants of to minimize the number of invalid email addresses on the list, and add a level of security when using Web Collect functionality. What is the optimal way to accomplish this task?
A. Add new subscribers to an automated engagement campaign, and then send a series of welcome emails based on their opens and clicks.
B. Configure Web Collect to return an error message for any email address that does not conform to standard conventions.
C. Send a welcome email to subscribers within 24 hours that includes a link to the website, a link to the terms and conditions page, and a customer service number.
D. Create a double opt-in campaign that requires subscribers to confirm their email address by clicking a link in an email they receive after subscribing via Web Collect.
D
Which is a fundamental component of coding responsive emails?
A: Span Tags
B: SQL Queries
C: Anchor Tags
D: CSS3 @media Queries
D
A bank wants to send a series of emails to customers who open a new savings account. The first email is sent immediately after the account is opened to confirm the action.
The second email is sent one day after the account is opened.
The third email is sent five days after the account is opened only if the customer has not made a new deposit.
The final email is sent ten days after the account has been opened and the customer still has not made a deposit, or eight days after the customer opened the account and made a deposit, but has not opened any emails.
The data is stored in two data extensions.
The bank has two versions of each email: English and Spanish.
The bank wants to automate sending the emails.
Which process could the bank use? Choose 2 answers
A: Create a data relationship and a Measure, use Drag and Drop Segmentation to create data filters, and use Filter activities
B: Use Query Activities
C: Use Drag and Drop Segmentation to create data filters
D: Use Drag and Drop Segmentation to create data filters, and the use Filter activities
A,B
How can AMPscript customize email messages?
A: Provide advanced content personalization
B: Insert responsive content based on the user’s viewing device.
C: Automate the flow of creating email messages.
D: Automate the template creation process.
A
Northern Train Outfitters wants to display different content areas based on the subscriber data. What can be used to accomplish this? Choose 2 answers
A: Profile Mapping
B: AMPscript
C: Dynamic Content
D: Personalization Strings
B,C
A marketing manager is reporting on the degree of customer engagement with the company’s email. Which metric can be used?
A: Click Through Rates
B: List Growth Rates
C: Influenced Revenue
D: Bounce Rate
A
A marketer at Northern Trail Outfitters is teaching new associates the essentials of designing emails for the company’s subscribers. What is a key component of optimized email design?
Choose 3 answers
A: Included personalization and dynamic content
B: Segment the email’s target audience
C: Ensure the email renders well in mobile apps
D: Include an unsubscribe button
E: Build email templates with HTML Paste
A,C,D
An email marketer is writing the next send’s subject line.
What can the marketer do to make the subject line more effective?
Choose 2 answers
A: A/B test the effectiveness of different subjects
B: Include information relevant to the message in the subject line
C: Include “RE:, “FWD:” “etc.” to get reader’s attention
D: Keep the subject text between 50 to 100 characters long
A,B
What is a capability of a data relationship?
A: Join a list and a data extension to filter the combined data
B: Join three or more data extensions together to create a filtered data extension
C: Join data extensions to filter or segment the fields from data extensions
D: Join data extensions together to create one combined data extension
C
Northern Train Outfitters sends email order confirmations to customers who have made online purchases. These emails must follow the “Transactional” CAN-SPAM classification requirements. Which feature would a marketer use to classify a send under this CAN-SPAM classification?
A: Send Classification
B: Send Definition
C: Delivery Profile
D: Sender Profile
A
A marketer is building a highly personalized email. The marketer wants to merge some data into a single data extension to greatly simplify the send logic, maintain the personalization, and exclude an undesired population. Which tool addresses this scenario?
A: Data filters
B: File triggers
C: Profile management
D: Query activities
D
A marketer is designing email for mobile devices. Which design best practice would the marketer use? Choose 3 answers
A: Stack the content in a single column
B: Design a top-down hierarchy with the most important content at the top
C: Keep copy simple and direct
D: Use image-based text for infographics
E: Cut content to make the message fit above the fold
A,B,C
When creating a custom email with the HTML Paste Editor, which feature can be inserted into the HTML code by using the Insert Tools? Choose 2 answers
A: Email Open Tracking
B: Link tooltips
C: Stored Content Boxes
D: Physical Mailing address
A,D
Using measures, what data can a marketer use to segment an audience?
A: Open Data
B: First Name Attributes
C: Geographical Data
D: Gender Data
B
A marketing team is creating a new data extension. The data extension schema is very similar to a data extension that already exists. How would the team create the new data extension?
A: Create from template
B: Create a filtered data extension
C: Create new
D: Create from existing
D
A marketing associate at Northern Trail Outfitters must design an email campaign for the company’s new winter offerings.

Which email design best practice would the associate implement in this campaign?
A: Limit the email text to 250 words
B: Personalize the email content
C: Segment the audience for the email
D: Use an infographic email template

B
A marketer at Northern Trail Outfitters wants to add a subscriber to a data extension and follow up with a thank-you email by using Smart Capture. Which action does the marketer need to take in the processing tab when creating the Smart Capture form? Choose 2 answers
A: Refresh the data filter
B: Add to Data Extension
C: Send the email via Triggered Send
D: Add a new subscriber to a list
B,C
Which strategy will improve email deliverability?
Choose 3 answers
A: Ensure the spam complaint rate is between 1% and 3%
B: Purchase lists from companies that guarantee users have opted in
C: Authenticate email to distinguish it from spammers
D: Purge old or inactive email addresses
E: Encourage subscribers to add the company’s sending domain to their address books
C,D,E
Which send process can use Sender Profiles? Choose 3 answers
A: User-Initiated Sends
B: Guided Sends
C: Test Sends
D: Triggered Sends
E: Simple Automated Sends
A,B,D
A new data extension named “Orders” contains order data. One row is recorded for each customer’s order. Customers can place multiple orders. The data extension Orders relates to other data extensions.
The data extension Orders contains the following fields:
OrderNumber: a unique alphanumeric order number
customerID: a numeric customer identification number
OrderDate: the system date and time for the order
Instructions: an optional alphanumeric string that contains customer delivery notes
Which statement accurately reflects the configuration of the Orders Data Extension?
A: The OrderNumber field will be a Number data type field
B: All fields in the data extension are nullable
C: customerID will be used as the Primary Key
D: OrderNumber will be used as the Primary Key
D
A marketer wants to create an email that will look great on both a desktop computer and a mobile device. However the marketer is not familiar with writing code for responsive design and does not have available resources to design the email. Which template can the marketer choose when creating an email?
A: Responsive Web template
B: Media template
C: Mobile-optimized template
D: Standard template
C
A marketer is using an import activity on a nightly basis to import subscriber data into a data extension. What is a true statement about the import activity? Choose 3 answers
A: An import activity can be used in an automation created in Automation Studio
B: The import activity is under Subscribers in the Email Application
C: The file for an import activity must be placed in a folder on a FTP site
D: The file for an import activity can be on a desktop computer
E: An import activity can be executed manually
A,C,E
A marketing associate at Northern Trail Outfitters must create an email campaign for the company’s new winter offerings.
Which method could the associate use to create the email message? Choose 2 answers
A: Email Send Wizard
B: User-initiated email message
C: Email templates
D: HTML Paste
C,D
Which variable can be tested using the A/B testing tool?
Choose 3 answers
A: IP Address
B: From Name
C: ISP
D: Pre-header
E: Email content
B,D,E
The marketing team would like to send an email to an audience on a weekly basis. The team receives multiple files each week that need to be imported and joined to build the target audience for the email. Which tool is recommended to execute this process?
A: Playbooks
B: Filter Activity
C: Automation Studio
D: Data Extract Activity
C
How is Primary Key used?
A: Primary Key is used when defining a Send Relationship
B: Primary Key is the unique value to identify a subscriber
C: Primary Key identifies a row or a field in a data extension as unique
D: Primary Key prevents data from being overwritten in a data extension
C
What can be used to join two data extensions to segment via Drag and Drop Segmentation?
A: Subscriber Key
B: Subscriber ID
C: Data Relationship
D: Send Relationship
C
An account has a Subscriber Key enabled, and will be providing a unique key for each subscriber from an external system. A marketer wants to create a data extension for sending email campaigns. What steps would the marketer take when creating the data extension? Choose 2 answers
A: Check the “Is Sendable” option
B: Set the column representing the Subscriber Key as a Primary Key
C: Set the Email address column as a Primary Key
D: Relate the Email address to the Suscriber Key
A,D
Which method of storing subscriber information allows a marketer to easily create different subscriptions that subscribers can opt into from the default Subscription Center?
A: Lists
B: Lists and Data Extensions
C: Data Extensions
D: Active Audiences
A
Which feature can be included in a content box?
Choose 3 answers
A: Facebook Like
B: Social Forward
C: Content Detective
D: Forward to a Friend
E: Microsites
A,D,E
What occurs in an Enterprise 2.0 account when a subscriber clicks the default “One-Click Unsubscribe” link in an email?
Choose 2 answers
A: The subscriber is deleted completely from the sending account
B: The subscriber is removed from the List used for the Send
C: The subscriber is added to the enterprise global unsubscribe list
D: The subscriber is unsubscribed from the publication list applied to the send
C,D
Which segment can be manually refreshed under Actions?
Choose 2 answers
A: Filtered Data Extension
B: Filtered Group
C: Standard Data Extension populated by a Query
D: Random Group
A,B
Northern Train Outfitters has a Master Customer List in a shared data extension. The company wants to make the list available to some, but not all, of the business units. Which feature can be used to restrict users from a business unit from accessing the Master Customer list?
A: Business Unit Access Permissions
B: Date/ Time Range fro Access
C: Shared Data Extension
D: User Roles and Permissions
D
If all subscribers reside within a single master data extension, what is the optimal way to manage unsubscribes by communication type?
A: Create a profile attribute or data extension field for each communication type, and use a boolean value to capture subscriber status
B: Create suppression lists for each communication type, and associate the suppression list with the email in the user-initiated send definition
C: Create separate lists or data extensions for each communication type, and create a filter to segment subscribers into the applicable lists or data extensions
D: Create publications lists for each communication type, and associate the publication list with the email send in the user-initiated send definition
D
A marketer sends an email to a sendable data extension. The data extension has a send relationship that matches Customer_ID on the data extension to subscriber Key in All Subscribers. What is a true statement regarding the email send behavior?
A: The email will be sent to the Subscriber Key in All Subscribers
B: The email will be sent to the email address stored on the Data Extension
C: The email will be sent to the field marked as the Primary Key
D: The email will be sent to the email address stored in All Subscribers
B
A customer would like to automate a weekly email campaign using Automation Studio. Which send method would the customer use to configure the email?
A: Guided Send
B: Send Preview
C: User-Initiated
D: Test Send
C
Which tactic will improve deliverability for a new sender?
A: Send email to a minimum of 35,000 subscribers per ISP per day
B: Send email to ISPs that have been notified of the new sender
C: Send email to the most active and engaged customers
D: Send email during the holiday season when new senders are less likely to be detected
B
What is required on an email message by the United States CAN-SPAM Act? Choose 2 answers
A: Physical Mailing Address
B: A way to Unsubscribe
C: A link to the sender’s website
D: Any Mailing Address
A,B
A marketer is using a list-based sending, and wants to segment subscribers who have a value of “EMEA” in the Region Attribute. Which tool will produce the audience?
A: Guided Send
B: Audience Builder
C: Drag and Drop Segmentation
D: Query Activity
C
Which recipient option is available with Simple Send?
Choose 2 answers
A: Group
B: Data Extension
C: List
D: Audience
E: Data Filter
A,C
The marketing team would like to remind customers they can receive 10% off all purchases they make during the week of their birthday as a way to increase customer engagement. Which tool would the Marketing team use to send an email notification to customers based on a subscriber specific date?
A: Playbooks
B: Data Extract Activity
C: Data relationships
D: AMPscript
A
What information and data about the performance of an individual send can be exported from the tracking details?
A: Performance data on the Overview Tab
B: Images showing how the email rendered on different devices
C: Number of clicks from mobile devices
D: Subscribers who click on a specific link
C
Which segmentation activity can be used to refresh data on a recurring schedule via an Automation? Choose 2 answers
A: SQL Query Activity
B: Data Extract Activity
C: Filter Activity
D: Segment Activity
A,C
What is an Automation Studio activity? Choose 3 answers
A: A/B Test Send Activity
B: Transfer File Activity
C: Wait Activity
D: Triggered Send
E: Send Email
B,C,E
Which method of storing subscriber information allows a marketer to easily create different subscriptions that subscribers can opt into from the default Subscription Center?
A: Lists and Data Extensions
B: Active Audiences
C: Lists
D: Data Extensions
C
What is a function of the Content Detective tool?
A: It helps track customer traffic generated by content areas within a email
B: It helps identify spam triggers in email content and subject lines
C: It helps display content in a content box
D: It helps guarantee placement of emails into the inbox
B
Where can a marketer go to learn more information about using APIs? Choose 2 answers
A: help.exacttarget.com
B: code.exacttarget.com
C: Help and Training Portal
D: The Administration tab
A,B
What must be configured in a Marketing Cloud account to use the import wizard?
A: Encrypted FTP
B: Data Loader
C: Enhanced FTP
D: File Transfer
C
What is a purpose of marking an attribute as hidden?
A: The attribute is not available to store data
B: The attribute is not available to subscribers on the Profile Center
C: The attribute is not available to other users in the account
D: The attribute is not available for CAN-SPAM compliance
B
A marketer wants to grow the company’s email subscriber list via social channels and its mobile app. Which best practice can the marketer use to grow the subscriber list? Choose 2 answers
A: Provide and opt-in checkbox on the mobile app registration form
B: Promote content on social channels that requests an email address
C: Search Facebook fans’ profiles for mail addresses
D: Send unsolicited requests on Twitter to sign up for email
A,B
A marketing associate wants to use the Validate button to ensure an email is CAN-SPAM compliant. What information does the associate need to provide in order for the email to pass validation? Choose 2 answers
A: Profile Center URL
B: Company Website URL
C: Physical Mailing Address
D: Terms and Conditions Policy
A,C
A marketer creates a new sendable data extension, and defines the Customer_ID field as the field in the Send Relationship that relates to Subscribers on Subscriber Key. What will the send status in All Subscribers be associated with?
A: The Customer_ID field in the Data Extension
B: The Subscriber ID in a System Data View Table
C: The Email_Address field in the Data Extension
D: The Email Address Profile Attribute
C
The marketing team would like to refresh a filtered data extension on a recurring basis, by using a data filter named “Pref1-Tech” How can this process be automated?
A: Create a Filter Activity that selects the Pref1-Tech Data Filter, and then add the Filter Activity to an Automation
B: Set a refresh schedule on a new filtered data extension, and select the Pref1-Tech data filter
C: Create a filtered Data Extension Activity that selects the Pref1-Tech Data Filter, and then add the Filtered Data Extension Activity to an Automation
D: Add the Pref1-Tech Data Filter to an Automation
C
Which data model should be used to create a Group?
A: Data Filters
B: Data Extensions
C: Lists
D: Active Audiences
C
What can a marketer do to enhance a Welcome Series campaign? Choose 2 answers
A: Share the email program’s value proposition
B: Send three emails on the first day after sign-up
C: Personalize email content
D: Require that the subscriber refer a friend
A,C
Which method of storing subscriber information allows a company to do extensive external audience segmentation including additional 1:1 subscriber data the company wants for a send, and to import the data quickly?
A: Lists
B: Data Extensions
C: Lists and Data Extensions
D: Active Audiences
B
A marketer wants to ensure that customers on a list want to be email subscribers. Additionally, the marketer wants to minimize the number of invalid email addresses on the list, and add a level of security when using Web Collect functionality. What is the optimal way to accomplish this task?
A: Create a double opt-in campaign that requires subscribers to confirm their email address by clicking a link in an email they receive after subscribing via Web Collect
B: Configure Web Collect to return an error message for any email address that does not conform to standard conventions
C: Send a welcome email to subscribers within 24 hours that includes a link to the website, a link to the terms and conditions page, and a customer service number
D: Add new subscribers to an automated engagement campaign, and then send a series of welcome emails based on their opens and clicks
A
Which feature can a marketer use to individualize content in an email? Choose 3 answers
A: Predictive content
B: Dynamic content
C: Personalization string
D: Specialized content
E: Audience Segmentation
B,C,E
How are the test audiences for an A/B test selected?
Choose 2 answers
A: The test administrator chooses which subscribers to place in each audience
B: The system automatically uses 15% of the population for each audience
C: The system randomly places target subscribers into the selected audiences
D: The test administrator selects a percentage or a fixed number of target subscribers from the total for each audience
C,D
Which statement regarding editing an email template is true?
Choose 2 answers
A: Changes to a template are automatically inherited in email built from that template
B: Updating an email to reflect changes made in its template can be done in the email properties
C: Changes to a template cannot be made once it is saved in the application
D: A template does not automatically affect emails created from that template
C,D
A marketer needs to create an attribute named Gender that has a drop-down menu with appropriate values in the Profile Center. How can this be accomplished? Choose 2 answers
A: Select the data type as Text
B: Set a custom maximum length of six
C: Create restricted values
D: Select the attribute as required
A,C
Can an email be used multiple times in a subscriber list?
Yes – As long as the Subscriber Key is unique, and email isn’t held in the subscriber key.
A Subscriber has to have an email address to exist in a list? T/F
True. – Data Type marked as email.

Data Extension marked as “Used for Sending”

Does a Sendable Data Extension have to have an email address?
Yes – and the Used For Sending must be marked True.

– The Subscriber key from the All Subscriber list must have a send relatonship with the data table. ie. Customer_ID -> Subscriber Key

What is the All Subscribers List?
A list of All Subscribers across all lists in the Business Unit.
Is it possible to be active on All Subscribers and in-active on all other lists?
Yes
Is it possible to be Inactive on All Subscribers but active on an individual publication list?
No
How many All Subscribers Lists are there per Account?
1
What types of Data Extensions can you create?
Standard
Filtered
Random (randomly selects from existing data extensions)
Can you associate a data extension with a campaign?
Yes
What is retention settings on a Data Extension?
Unused data extensions will be deleted after 6 months unless Retention = on.
Can you change the retention settings On/Off for a Data Extension after it is created?
No
Can you modify the deletion period for an Existing Data extension with Retention Setting = On?
Yes
Should you put a default value for Names?
Yes – in case the data is not populated. “Valued Customer” is common.
What are the methods available to sort subscribers into targeted sub sets?
– filtered data extension
Can a subscriber exist on multiple DE’s?
Yes
When a subscriber is sent an email from a sendable DE, is their email address automatically added to All Subscribers?
Yes
What is a subscriber?
Someone who has OPTED IN to receive communications
Where can you find general subscriber attributes?
Under Subscribers->Profile Management.
What are lists?
Customers can exist on one or many lists.

They will always exist on All Subscribers.

Other lists will be ‘Monthly Newsletter’, ‘Product Alerts’, etc.

How do you specify if a list is available in the Subscription Centre?
Set list attribute to Public.
How do you import Data to a List?
– Prepare your file
— Exclude bad characters
— Make Email Address last column of the file.
— Make sure tab delimination is correct
– Import Your File
– Review Results
Does an Import Subscriber Wizard exist?
Yes – for importing from local machine or from FTP.
Where are Assets stored?
In Content->Portfolio
How do you install Marketing Cloud Connect?
Through the app exchance, in both sandbox and prod.
What are MC Connect Prerequisites?
– Business Rules
– 4 Custom Tabs in SFDC (SalesForce Dot Com)
– A list of Integration Users
– A report in SFDC of a send to list
– Contact ID or Lead ID on reports
– Data available to store tracking data
– Test Email that passes validation
– Subscriber Key is required. It may need to be migrated
– Default Sender, Delivery and Send Classification profiles not been deleted or renamed.
Can mulitple Salesforce Orgs be connected to a single MC Account?
Yes – in Enterprise 2.0 Multi-Org Account
Where are SFDC reports stored to use MC Connect?
A custom folder – running user must have access to folder.
Does MC Support all SFDC Reports?
No.

Excludes Joined Reports

Excludes reports stored in standard folders.

What is the MC Connect Scope User?
Subscribers are filtered based on the user initiating the send.
What is the MC Connect Non-Scope User?
Subscribers are NOT filtered based on the user running the report.
What is the danger in using a Non-Scope user?
The user will have their reports filtered in SFDC by their visibility.

However in MC it will send to all records in the report.

What admin permissions are required for MC Conntect?
API Enabled
API Only User
Chatter Internal User
Password Never Expires
Schedule Reports
View Help Link
View Reports in Public Folders
What Objects must users have access to for MC Connect?
Read Access SF MC package objects.

Read Access to Contacts, Leads, Campaigns, Reports.

Read access to any objects that are related to SF MC.

What general user permissions are required for SF MC in SFDC?
Allow View Knowledge
Allow Setup and Configuration
Export Reports
Report Builder
Run Reports
Does the Scope setting respect users in Automated import activities (any scheduled import that is part of a program or automation studio)
No – only manual
Are Person Accounts supported for MC Connect?
Yes
Which SFDC Editions are supported for MC Connect?
Unlimited, Enterprise, or Performance. Person Accounts are supported.
What are some clouds/orgs that aren’t supported by MC Connect.
Government Cloud, Cipher Cloud, Professional edition only supported in v2.
How do you send an email from SFDC?
Custom Links section -> “Send Marketing Cloud Email”
How do you send to single Lead, Contact or Person Account?
From the “Send Marketing Cloud” Email link on the record
How do you send to a list? (campaigns and reports)
Click MC Tab, follow prompts and select SFDC Campaign or Report
Can you use Salesforce Reports or Campaigns as Exclusions from a send
Yes
How do you populate the list in MC with emails from SFDC?
Select “Remember recipients and exclusions for this email” when sending.
How do you send to a Salesforce Report or campaign within MC?
Go to Interactions->Salesforce Send Emails.

Or Use Guided Send

Can you use Guided Send to send to Salesforce Reports or Campaigns?
Yes
What types of Salesforce based recipients are there?
Salesforce Reports
Salesforce Campaigns
Salesforce Data Extensions
Salesforce Shared Data Extensions
How do you create a Triggered Send from Salesforce. eg. When a new user is created?
APEX Trigger on the object is required.
What are the different types of roles?
User Roles
Business Unit Roles
Individual Roles
Can a User have more than 1 role?
Yes – They could have a User Role and then a BU role.
How does role hierarchy work if the user has multiple roles?
All role permissions are aggregated – if one of the roles specifically denies access, it overrules the other actions.
What are the types of access settings for Roles?
Allow, Deny, neither
What are the Predefined roles?
– Administrator
– Content Creator
— No control over subscribers or tracking. Approved and sent other roles
– Data Manager
— Maintains subscriber records, lists, data imports and exports.
– Analyst
— Tracking information

Additional Roles
– Email Marketing Manager
– Sales Representative
– Copywriter
– Regional or Local Administrator
– Outside or Agency Content Creator

Why use roles?
To ensure your security policies
What is a business unit?
Hierarchical admin structure that controls access to information and sharing of information.

Manages roles and filter criteria for subscribers.

How can you manage unsubscribes within a BU?
All BU’s
or
Only current BU
Can you have a BU hierarchy that has children inherit specific properties of parents?
Yes.
How might a company use 3 levels of BU’s?
Top level controls branding.

Second level controls content and types of correspondence.

Third level controls subscription lists and personalisation.

What does Reply Mail Management Do?
Handles replies from subscribers by identifying them as:
Out of office
Auto reply
Unsubscribe request

AND

Forwards the email to different users in different circumstances,
Conditionally auto-reply and control content of auto reply message.

How can you configure Reply Address Definition?
Email Display Name
Reply subdomain
Email Reply Address
DNS Record Redirect Complete
How can you configure Reply Rules?
Delete autoreplies and out-of-office replies.

Unsubscribe manual requests.

Can you configure auto-forwarding of replies?
Yes. To a user from the multi-connect from list
– An email address.
What does the Sender Authentication Package give you?
It separates references of MC from your org and ip address

Private Domain
Account Branding – removes all references of MC in favour of your own domain
Dedicated IP Address
Reply Mail Management

How can you remove references and urls to Salesforce Marketing Cloud
Use Sender Authentication Package
How does Salesforce Marketing Cloud authenticate your emails in a private domain?
Sender Policy Framework(SPF), Sender ID, DomainKeys(DKIM) authentication.
What are the six primary tools in Contact Builder?
Data Designer
All Contacts
Data Sources
Data Extensions
Imports
Contacts Configuration
What does Contact Builder do?
Provides a single way for you to combine contact sources (ie. Salesforce, POS, external) into one contact set in MC.
What does Contact Builder Data Designer do?
Consolidate and organize data from any source.

Build data relationships.

Relate data to the contact record.

Use contact templates.

What does Contact Builder All Contacts do?
View all details related to all contacts.
What does Contact Builder Data Sources Do?
Shows in constellation to see overview.

It shows the data sources built through data designer.

Shows Attributes and Attribute Groups.

Find which sources attributes inherited from.

Are there System Defined Data Extensions based on channels?
Yes
In Contact Builder, what are the 2 types of imports you can do?
Import into Data Extension
Import into List
What is the Contacts Configuration tab in Contact Builder?
Select Channel address order in send activity.

You can set order within each channel.

How is an attribute group different from a data extension?
The attribute group is a name of certain fields from the data extension
What is the difference between MobileConnect and MobilePush in Contact Builder?
Mobile Push is for push messages on mobile phones, ie. Apps. MobileConnect is SMS.
What are some items you can see in Contact Builder?
Engagement (activity related to specific messages)

Membership (subscriptions to messages or lists on all available channels)

Attributes (information on the specific contact)

How do you install Marketing Cloud Connect?
Paste the managed package URL into your browser
How do you apply admin permissions in Marketing Cloud Connect?
Salesforce->Setup->Edit User Layout page layout, add Marketing Cloud for AppExchange User Field and Marketing Cloud for AppExchance Admin Field.

Manage Users-> Select CRM Admin user, select Marketing Cloud for AppExchange User, Select Marketing Cloud for AppExchange Admin.

What are the Tabs you can add in Salesforce for MC Connect?
Marketing Cloud
Email Sends (optional)
Send Analytics (optional)
How do you create the Salesforce system User?
User License: Salesforce
Profile: System Admin
Add Marketing Cloud for AppExchange Admin checkbox
Add Marketing Cloud for AppExchange User.
What are the critical steps to configuring Salesforce for MC connect?
Designate a default workflow user.

Save session settings (no need to change anything).

Update Field Level Security for Contacts-> “Email Opt Out” to Visibile for all profiles.

Update Email Opt Out for Leads.

What updates do you need to make for the Contact Page Layout in Salesforce for Marketing Cloud?
Add ContactActions to Contacts.
Add Individual Email Results to Related Lists.
Add Mobile Sends to the related list.
What updates do you need to make to the Leads Page Layout in Salesforce for Marketing Cloud?
Email Opt Out needs to be visible.
Do IP Addresses need to be whitelisted in Salesforce?
For Manual yes
Do workflows need to be created in Salesforce to send emails?
Yes – using ScheduledSend, DelayedSend, etc Actions
What are common entry sources to Journey Builder?
Audiences and Entry events.
What are some examples of entry events?
Interaction based-
A contact purchases a product
A contact signs up for a conference
A customer publishes a restaurant review

Entry events can be shared.

What source is an entry event?
Data Extension
How do you fire an entry event?
Via API
Via Automation Studio
How do you fire an event in Journey Builder using Automation Studio?
In Automation Studio – specify “Fire Event” as an activity.
How does Journey Builder know that an event has been fired?
Through data extension/fire event in automation studio.
How many contacts at a time is recommended per batch sent from Salesforce to MC for Journey Builder?
50 or fewer.
What version of MC Connector is required to use Sales & Service Cloud Events?
5.49 or higher
How do you configure a Sales and Service Cloud Event in Journey Builder?
You select Sales and Service Cloud event Type, select objects, select filters, and then select update criteria.
How do you join Salesforce Contacts with MC?
Use Contact Builder and link Data Extension.
How can you use multiple data sources to determine if a single contact should be admitted in a journey?
Use Attribute to Attribute comparison.
What are some considerations for Attribute to Attribute comparison?
Compare only attributes of the same data type.

Encrypted Fields are not supported.

Attributes that allow null values CANNOT be used.

How do you inject contacts into Journey Builder using CloudPages?
Create a CloudPages Form Submit Event under interaction-specific event
What is an interaction-specific event?
An action that prompts a contact to be injected into an interaction.

Entry Event is only configured from a single Interaction, and may only be used in that interaction.

How do you use the Salesforce Campaign event.
Select it as the Entry Event Type
What is a Journey Interaction?
The workflow string of events.

Requires entry events and activities.

Can configure goals and exit options if contacts should leave the interaction when they reach the goal.

High Water Mark
High Water Mark is used to ensure only new events are injected into the interaction.

It tracks the highest _CustomObjectKey that has been processed and only records that exist above this value will be processed on the next run of the Fire Event Activity.

What does a Synchronised data source do?
Brings Data across all parts of Salesforce eco system in MC.
Can you use a synchronized data source as a primary sendable data extension?
No
What are the Source options in All Contacts?
Import
Manual
Web Collect
Mobile Opt-In
Facebook API
What are the Channel Options in All Contacts
SMS (MobileConnect)
Push (MobilePush)
Email (Email)
OTT (GroupConnect)
What are the different Types in All Contacts?
Inbound & Outbound
Inbound
Outbound
What are the different types of Data Sources available in Contact Builder?
System
Synchronized
Custom
Do Synchronized Data Sources work with Field Level Encryption?
Yes. If you encrypt data in Salesforce, SDS (Synchronized Data Sources) will detect the setting and encrypt in MC as well.
How do you create a custom data source in Contact Builder?
Create custom data source, then assign attributes.
What does a custom data source in Contact Builder do?
It allows you to assign attributes from multiple attribute groups (ie. data extensions) to a labelled data source.

eg. you may have 3 data extensions that have mobile data. You can assign all of these attributes as a “mobile” data source.

How do Events work in Contact Builder?
Allows you to send data to a sendable data extension via the API. This can then be used in Journey Builder to fire an Event.
What happens with wait times when Entry Events are set as “Test Mode” in Journey Builder (to test an interaction)?
They are ignored
What does Test Mode in an entry event do?
Calculates how many contacts would enter the journey
Administrator (Roles and Permissions)
This role belongs to the overall manager of the Salesforce Marketing Cloud application and all of the associated Enterprise 2.0 business units.

As such, this role should have full control over all aspects of the application and be able to create, share, modify, or delete anything in your company structure.

Content Creator
This role can access all facets of content creation, but they have no control over other aspects of the Salesforce Marketing Cloud application (such as subscriber information or tracking results).

The content creator produces the images and words used in the email and lays out the actual messages, which are then approved and sent by other roles within the Enterprise 2.0 organization.

Data Manager
This role primarily maintains subscriber records and any publication or suppression lists and handles data imports and exports.

The database marketer may have to create relationships that span multiple business units, but this role usually doesn’t create or edit the content itself.

Analyst
This role includes the permissions to read, change, and update all information related to email sends.

However, users with this role are unable to create or make any changes to content and subscriber lists or administer users.

Email Marketing Manager
This role retains control over a single business unit.

Applicable permissions include the ability to create, share, modify, or delete anything within that business unit, as well as the ability to conduct the actual send of an email.

However, this role does not include permissions to change or delete shared content created by the administrator.

Sales Representative
This role handles sales activities related to a specific territory.

Responsibilities include personalizing templates, inserting content into those templates, and managing local subscriber lists.

Copywriter
This role handles the creation of email content for several business units, but there is no control over actual sends or database management.
Regional or Local Administrator
This role manages the administrative detail of one or more select business units.

The assigned permissions let them create and manage accounts within their selected business units, but they can’t alter any information outside of their assigned coverage.

Outside or Agency Content Creator
Assign this role to users from outside your organization that might create content for your email sends, such as a freelance copywriter or a graphic designer from an advertising agency.

This role can create and upload content to the assigned business unit, but they have no other permissions.

Suppression Lists
A suppression list is a list of subscribers that you don’t want to receive your communications. Suppression lists serve as a “do not contact” list for your email sends.

Examples of the types of addresses included on a suppression list are addresses with a history of spam complaints, unsubscribe lists from previous providers or advertisers, addresses of your competitors, and canceled customers.

***Subscriber records on a suppression list do not have a subscriber status and are not counted in the All Subscriber count.

Exclusion Lists
Exclusion lists are subscribers who have a status (active, bounced, held, unsubscribed) and who may want to continue receiving messages.

You select an exclusion list at the time of send. For example, you send a newsletter to List A but later realize you want to send it to List B. Some of the subscribers on List A also exist on List B and you don’t want to send them the same email twice. When you send to List B, you select List A as an exclusion list.

Publication Lists
A publication list helps you manage how subscribers receive several different
categories of emails or SMS messages. For example, you might send
newsletters, advertisements, and alerts. Each of these is a different category, so
you would create a separate publication list for each category.
Data Types
o Locale, country code used for Mobile
o Decimal
o Phone
o Email
o Boolean
o Number
o Text
Note: know the difference between NUMERIC and DECIMAL
Impression Tracking
Use AMPscript to create impression regions for use in tracking the effectiveness and performance of an email message.

When you create an email using AMPscript or dynamic content, you can give each region in the email a unique identifier. The system can use the unique identifier to track, segment, and report against data for each region.

One-to-One Relationship
A one-to-one relationship indicates that the data extensions relate to each other on a single piece of information called a primary key, such as a membership ID number or a mobile telephone number.
One-to-Many Relationship
A one-to-many relationship takes the value of a primary key attribute on the contact record and relates it to one or more instances of that value on another data extension.

One order can have many products in it.

Many-to-Many Relationship
A many-to-many relationship can match several different values between two data extensions.
Data Views
Data Views are system tables that store tracking data that can be accessed in query activities.

Undeliverable SMS
Unsubscribe
SurveyResponse
SubscriberSMS
Subscribers
Sent
PublicationSubscriber
Open
ListSubscribers
Job
FTAF
Social Network Tracking
Social Network Impressions
EnterpriseAttribute
Coupon
Complaint
Click
Bounce

Can an email be used multiple times in a subscriber list?
Yes – As long as the Subscriber Key is unique, and email isn’t held in the subscriber key.
A Subscriber has to have an email address to exist in a list? T/F
True. – Data Type marked as email.

Data Extension marked as “Used for Sending”

Does a Sendable Data Extension have to have an email address?
Yes – and the Used For Sending must be marked True.

– The Subscriber key from the All Subscriber list must have a send relatonship with the data table. ie. Customer_ID -> Subscriber Key

What is the All Subscribers List?
A list of All Subscribers across all lists in the Business Unit.
Is it possible to be active on All Subscribers and in-active on all other lists?
Yes
Is it possible to be Inactive on All Subscribers but active on an individual publication list?
No
How many All Subscribers Lists are there per Account?
1
What types of Data Extensions can you create?
Standard
Filtered
Random (randomly selects from existing data extensions)
Can you associate a data extension with a campaign?
Yes
What is retention settings on a Data Extension?
Unused data extensions will be deleted after 6 months unless Retention = on.
Can you change the retention settings On/Off for a Data Extension after it is created?
No
Can you modify the deletion period for an Existing Data extension with Retention Setting = On?
Yes
Should you put a default value for Names?
Yes – in case the data is not populated. “Valued Customer” is common.
What are the methods available to sort subscribers into targeted sub sets?
– filtered data extension
Can a subscriber exist on multiple DE’s?
Yes
When a subscriber is sent an email from a sendable DE, is their email address automatically added to All Subscribers?
Yes
What is a subscriber?
Someone who has OPTED IN to receive communications
Where can you find general subscriber attributes?
Under Subscribers->Profile Management.
What are lists?
Customers can exist on one or many lists.

They will always exist on All Subscribers.

Other lists will be ‘Monthly Newsletter’, ‘Product Alerts’, etc.

How do you specify if a list is available in the Subscription Centre?
Set list attribute to Public.
How do you import Data to a List?
– Prepare your file
— Exclude bad characters
— Make Email Address last column of the file.
— Make sure tab delimination is correct
– Import Your File
– Review Results
Does an Import Subscriber Wizard exist?
Yes – for importing from local machine or from FTP.
Where are Assets stored?
In Content->Portfolio
How do you install Marketing Cloud Connect?
Through the app exchance, in both sandbox and prod.
What are MC Connect Prerequisites?
– Business Rules
– 4 Custom Tabs in SFDC (SalesForce Dot Com)
– A list of Integration Users
– A report in SFDC of a send to list
– Contact ID or Lead ID on reports
– Data available to store tracking data
– Test Email that passes validation
– Subscriber Key is required. It may need to be migrated
– Default Sender, Delivery and Send Classification profiles not been deleted or renamed.
Can mulitple Salesforce Orgs be connected to a single MC Account?
Yes – in Enterprise 2.0 Multi-Org Account
Where are SFDC reports stored to use MC Connect?
A custom folder – running user must have access to folder.
Does MC Support all SFDC Reports?
No.

Excludes Joined Reports

Excludes reports stored in standard folders.

What is the MC Connect Scope User?
Subscribers are filtered based on the user initiating the send.
What is the MC Connect Non-Scope User?
Subscribers are NOT filtered based on the user running the report.
What is the danger in using a Non-Scope user?
The user will have their reports filtered in SFDC by their visibility.

However in MC it will send to all records in the report.

What admin permissions are required for MC Conntect?
API Enabled
API Only User
Chatter Internal User
Password Never Expires
Schedule Reports
View Help Link
View Reports in Public Folders
What Objects must users have access to for MC Connect?
Read Access SF MC package objects.

Read Access to Contacts, Leads, Campaigns, Reports.

Read access to any objects that are related to SF MC.

What general user permissions are required for SF MC in SFDC?
Allow View Knowledge
Allow Setup and Configuration
Export Reports
Report Builder
Run Reports
Does the Scope setting respect users in Automated import activities (any scheduled import that is part of a program or automation studio)
No – only manual
Are Person Accounts supported for MC Connect?
Yes
Which SFDC Editions are supported for MC Connect?
Unlimited, Enterprise, or Performance. Person Accounts are supported.
What are some clouds/orgs that aren’t supported by MC Connect.
Government Cloud, Cipher Cloud, Professional edition only supported in v2.
How do you send an email from SFDC?
Custom Links section -> “Send Marketing Cloud Email”
How do you send to single Lead, Contact or Person Account?
From the “Send Marketing Cloud” Email link on the record
How do you send to a list? (campaigns and reports)
Click MC Tab, follow prompts and select SFDC Campaign or Report
Can you use Salesforce Reports or Campaigns as Exclusions from a send
Yes
How do you populate the list in MC with emails from SFDC?
Select “Remember recipients and exclusions for this email” when sending.
How do you send to a Salesforce Report or campaign within MC?
Go to Interactions->Salesforce Send Emails.

Or Use Guided Send

Can you use Guided Send to send to Salesforce Reports or Campaigns?
Yes
What types of Salesforce based recipients are there?
Salesforce Reports
Salesforce Campaigns
Salesforce Data Extensions
Salesforce Shared Data Extensions
How do you create a Triggered Send from Salesforce. eg. When a new user is created?
APEX Trigger on the object is required.
What are the different types of roles?
User Roles
Business Unit Roles
Individual Roles
Can a User have more than 1 role?
Yes – They could have a User Role and then a BU role.
How does role hierarchy work if the user has multiple roles?
All role permissions are aggregated – if one of the roles specifically denies access, it overrules the other actions.
What are the types of access settings for Roles?
Allow, Deny, neither
What are the Predefined roles?
– Administrator
– Content Creator
— No control over subscribers or tracking. Approved and sent other roles
– Data Manager
— Maintains subscriber records, lists, data imports and exports.
– Analyst
— Tracking information

Additional Roles
– Email Marketing Manager
– Sales Representative
– Copywriter
– Regional or Local Administrator
– Outside or Agency Content Creator

Why use roles?
To ensure your security policies
What is a business unit?
Hierarchical admin structure that controls access to information and sharing of information.

Manages roles and filter criteria for subscribers.

How can you manage unsubscribes within a BU?
All BU’s
or
Only current BU
Can you have a BU hierarchy that has children inherit specific properties of parents?
Yes.
How might a company use 3 levels of BU’s?
Top level controls branding.

Second level controls content and types of correspondence.

Third level controls subscription lists and personalisation.

What does Reply Mail Management Do?
Handles replies from subscribers by identifying them as:
Out of office
Auto reply
Unsubscribe request

AND

Forwards the email to different users in different circumstances,
Conditionally auto-reply and control content of auto reply message.

How can you configure Reply Address Definition?
Email Display Name
Reply subdomain
Email Reply Address
DNS Record Redirect Complete
How can you configure Reply Rules?
Delete autoreplies and out-of-office replies.

Unsubscribe manual requests.

Can you configure auto-forwarding of replies?
Yes. To a user from the multi-connect from list
– An email address.
What does the Sender Authentication Package give you?
It separates references of MC from your org and ip address

Private Domain
Account Branding – removes all references of MC in favour of your own domain
Dedicated IP Address
Reply Mail Management

How can you remove references and urls to Salesforce Marketing Cloud
Use Sender Authentication Package
How does Salesforce Marketing Cloud authenticate your emails in a private domain?
Sender Policy Framework(SPF), Sender ID, DomainKeys(DKIM) authentication.
What are the six primary tools in Contact Builder?
Data Designer
All Contacts
Data Sources
Data Extensions
Imports
Contacts Configuration
What does Contact Builder do?
Provides a single way for you to combine contact sources (ie. Salesforce, POS, external) into one contact set in MC.
What does Contact Builder Data Designer do?
Consolidate and organize data from any source.

Build data relationships.

Relate data to the contact record.

Use contact templates.

What does Contact Builder All Contacts do?
View all details related to all contacts.
What does Contact Builder Data Sources Do?
Shows in constellation to see overview.

It shows the data sources built through data designer.

Shows Attributes and Attribute Groups.

Find which sources attributes inherited from.

Are there System Defined Data Extensions based on channels?
Yes
In Contact Builder, what are the 2 types of imports you can do?
Import into Data Extension
Import into List
What is the Contacts Configuration tab in Contact Builder?
Select Channel address order in send activity.

You can set order within each channel.

How is an attribute group different from a data extension?
The attribute group is a name of certain fields from the data extension
What is the difference between MobileConnect and MobilePush in Contact Builder?
Mobile Push is for push messages on mobile phones, ie. Apps. MobileConnect is SMS.
What are some items you can see in Contact Builder?
Engagement (activity related to specific messages)

Membership (subscriptions to messages or lists on all available channels)

Attributes (information on the specific contact)

How do you install Marketing Cloud Connect?
Paste the managed package URL into your browser
How do you apply admin permissions in Marketing Cloud Connect?
Salesforce->Setup->Edit User Layout page layout, add Marketing Cloud for AppExchange User Field and Marketing Cloud for AppExchance Admin Field.

Manage Users-> Select CRM Admin user, select Marketing Cloud for AppExchange User, Select Marketing Cloud for AppExchange Admin.

What are the Tabs you can add in Salesforce for MC Connect?
Marketing Cloud
Email Sends (optional)
Send Analytics (optional)
How do you create the Salesforce system User?
User License: Salesforce
Profile: System Admin
Add Marketing Cloud for AppExchange Admin checkbox
Add Marketing Cloud for AppExchange User.
What are the critical steps to configuring Salesforce for MC connect?
Designate a default workflow user.

Save session settings (no need to change anything).

Update Field Level Security for Contacts-> “Email Opt Out” to Visibile for all profiles.

Update Email Opt Out for Leads.

What updates do you need to make for the Contact Page Layout in Salesforce for Marketing Cloud?
Add ContactActions to Contacts.
Add Individual Email Results to Related Lists.
Add Mobile Sends to the related list.
What updates do you need to make to the Leads Page Layout in Salesforce for Marketing Cloud?
Email Opt Out needs to be visible.
Do IP Addresses need to be whitelisted in Salesforce?
For Manual yes
Do workflows need to be created in Salesforce to send emails?
Yes – using ScheduledSend, DelayedSend, etc Actions
What are common entry sources to Journey Builder?
Audiences and Entry events.
What are some examples of entry events?
Interaction based-
A contact purchases a product
A contact signs up for a conference
A customer publishes a restaurant review

Entry events can be shared.

What source is an entry event?
Data Extension
How do you fire an entry event?
Via API
Via Automation Studio
How do you fire an event in Journey Builder using Automation Studio?
In Automation Studio – specify “Fire Event” as an activity.
How does Journey Builder know that an event has been fired?
Through data extension/fire event in automation studio.
How many contacts at a time is recommended per batch sent from Salesforce to MC for Journey Builder?
50 or fewer.
What version of MC Connector is required to use Sales & Service Cloud Events?
5.49 or higher
How do you configure a Sales and Service Cloud Event in Journey Builder?
You select Sales and Service Cloud event Type, select objects, select filters, and then select update criteria.
How do you join Salesforce Contacts with MC?
Use Contact Builder and link Data Extension.
How can you use multiple data sources to determine if a single contact should be admitted in a journey?
Use Attribute to Attribute comparison.
What are some considerations for Attribute to Attribute comparison?
Compare only attributes of the same data type.

Encrypted Fields are not supported.

Attributes that allow null values CANNOT be used.

How do you inject contacts into Journey Builder using CloudPages?
Create a CloudPages Form Submit Event under interaction-specific event
What is an interaction-specific event?
An action that prompts a contact to be injected into an interaction.

Entry Event is only configured from a single Interaction, and may only be used in that interaction.

How do you use the Salesforce Campaign event.
Select it as the Entry Event Type
What is a Journey Interaction?
The workflow string of events.

Requires entry events and activities.

Can configure goals and exit options if contacts should leave the interaction when they reach the goal.

High Water Mark
High Water Mark is used to ensure only new events are injected into the interaction.

It tracks the highest _CustomObjectKey that has been processed and only records that exist above this value will be processed on the next run of the Fire Event Activity.

What does a Synchronised data source do?
Brings Data across all parts of Salesforce eco system in MC.
Can you use a synchronized data source as a primary sendable data extension?
No
What are the Source options in All Contacts?
Import
Manual
Web Collect
Mobile Opt-In
Facebook API
What are the Channel Options in All Contacts
SMS (MobileConnect)
Push (MobilePush)
Email (Email)
OTT (GroupConnect)
What are the different Types in All Contacts?
Inbound & Outbound
Inbound
Outbound
What are the different types of Data Sources available in Contact Builder?
System
Synchronized
Custom
Do Synchronized Data Sources work with Field Level Encryption?
Yes. If you encrypt data in Salesforce, SDS (Synchronized Data Sources) will detect the setting and encrypt in MC as well.
How do you create a custom data source in Contact Builder?
Create custom data source, then assign attributes.
What does a custom data source in Contact Builder do?
It allows you to assign attributes from multiple attribute groups (ie. data extensions) to a labelled data source.

eg. you may have 3 data extensions that have mobile data. You can assign all of these attributes as a “mobile” data source.

How do Events work in Contact Builder?
Allows you to send data to a sendable data extension via the API. This can then be used in Journey Builder to fire an Event.
What happens with wait times when Entry Events are set as “Test Mode” in Journey Builder (to test an interaction)?
They are ignored
What does Test Mode in an entry event do?
Calculates how many contacts would enter the journey
Administrator (Roles and Permissions)
This role belongs to the overall manager of the Salesforce Marketing Cloud application and all of the associated Enterprise 2.0 business units.

As such, this role should have full control over all aspects of the application and be able to create, share, modify, or delete anything in your company structure.

Content Creator
This role can access all facets of content creation, but they have no control over other aspects of the Salesforce Marketing Cloud application (such as subscriber information or tracking results).

The content creator produces the images and words used in the email and lays out the actual messages, which are then approved and sent by other roles within the Enterprise 2.0 organization.

Data Manager
This role primarily maintains subscriber records and any publication or suppression lists and handles data imports and exports.

The database marketer may have to create relationships that span multiple business units, but this role usually doesn’t create or edit the content itself.

Analyst
This role includes the permissions to read, change, and update all information related to email sends.

However, users with this role are unable to create or make any changes to content and subscriber lists or administer users.

Email Marketing Manager
This role retains control over a single business unit.

Applicable permissions include the ability to create, share, modify, or delete anything within that business unit, as well as the ability to conduct the actual send of an email.

However, this role does not include permissions to change or delete shared content created by the administrator.

Sales Representative
This role handles sales activities related to a specific territory.

Responsibilities include personalizing templates, inserting content into those templates, and managing local subscriber lists.

Copywriter
This role handles the creation of email content for several business units, but there is no control over actual sends or database management.
Regional or Local Administrator
This role manages the administrative detail of one or more select business units.

The assigned permissions let them create and manage accounts within their selected business units, but they can’t alter any information outside of their assigned coverage.

Outside or Agency Content Creator
Assign this role to users from outside your organization that might create content for your email sends, such as a freelance copywriter or a graphic designer from an advertising agency.

This role can create and upload content to the assigned business unit, but they have no other permissions.

Suppression Lists
A suppression list is a list of subscribers that you don’t want to receive your communications. Suppression lists serve as a “do not contact” list for your email sends.

Examples of the types of addresses included on a suppression list are addresses with a history of spam complaints, unsubscribe lists from previous providers or advertisers, addresses of your competitors, and canceled customers.

***Subscriber records on a suppression list do not have a subscriber status and are not counted in the All Subscriber count.

Exclusion Lists
Exclusion lists are subscribers who have a status (active, bounced, held, unsubscribed) and who may want to continue receiving messages.

You select an exclusion list at the time of send. For example, you send a newsletter to List A but later realize you want to send it to List B. Some of the subscribers on List A also exist on List B and you don’t want to send them the same email twice. When you send to List B, you select List A as an exclusion list.

Publication Lists
A publication list helps you manage how subscribers receive several different
categories of emails or SMS messages. For example, you might send
newsletters, advertisements, and alerts. Each of these is a different category, so
you would create a separate publication list for each category.
Data Types
o Locale, country code used for Mobile
o Decimal
o Phone
o Email
o Boolean
o Number
o Text
Note: know the difference between NUMERIC and DECIMAL
Impression Tracking
Use AMPscript to create impression regions for use in tracking the effectiveness and performance of an email message.

When you create an email using AMPscript or dynamic content, you can give each region in the email a unique identifier. The system can use the unique identifier to track, segment, and report against data for each region.

One-to-One Relationship
A one-to-one relationship indicates that the data extensions relate to each other on a single piece of information called a primary key, such as a membership ID number or a mobile telephone number.
One-to-Many Relationship
A one-to-many relationship takes the value of a primary key attribute on the contact record and relates it to one or more instances of that value on another data extension.

One order can have many products in it.

Many-to-Many Relationship
A many-to-many relationship can match several different values between two data extensions.
Data Views
Data Views are system tables that store tracking data that can be accessed in query activities.

Undeliverable SMS
Unsubscribe
SurveyResponse
SubscriberSMS
Subscribers
Sent
PublicationSubscriber
Open
ListSubscribers
Job
FTAF
Social Network Tracking
Social Network Impressions
EnterpriseAttribute
Coupon
Complaint
Click
Bounce