Salesforce Marketing-Cloud-Consultant Salesforce Certified Marketing Cloud Consultant Exam (SP23) Exam Practice Test

To send a welcome email to contacts when a contact record is added as a campaign member to a ‘Loyalty Member’ campaign in Sales Cloud, Northern Trail Outfitters should use Salesforce Triggered Sends. Salesforce Triggered Sends are emails that are sent from Marketing Cloud in response to events or changes in Sales Cloud objects, such as contacts or campaign members. Salesforce Triggered Sends allow marketers to send timely and relevant emails based on Sales Cloud data and actions. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_salesforce_triggered_sends.htm &type=5

Creating a new business unit for the new brand can be used to have different styles and identities for the emails and landing pages. A business unit is a logical grouping of Marketing Cloud features, settings, users, and data that allows for brand separation within an account. A business unit can have its own sender profile, delivery profile, content, domains, and SAP. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_business_units.htm &type=5

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

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

SSH key authentication is a method of authenticating FTP users using SSH keys instead of passwords. SSH keys are more secure than passwords because they are encrypted and do not expire or need to be changed periodically. By requesting SSH key authentication to be enabled for their FTP user and creating an SSH key in key management, NTO can upload data files to Marketing Cloud using SFTP without having to update their file transfer script on the data warehouse each time a password changes and without compromising security. References: https://help.salesforce.com/articleView?id=sf.mc_overview_enable_ssh_key_authentication_for_ftp_users.htm &type=5 https://help.salesforce.com/articleView?id=sf.mc_overview_create_an_ssh_key_in_key_management.htm &type=5

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

To send a series of welcome messages on behalf of the brand with an optimized send time to new customers who are sent to Marketing Cloud via an hourly batch file drop, Northern Trail Outfitters should use Automation Studio to process and segment the new customers, and use Journey Builder for the campaign sends and decisioning. Automation Studio is a tool that allows marketers to automate tasks and workflows using different activities, such as importing files, filtering data, or sending emails. Journey Builder is a tool that allows marketers to create personalized customer experiences across different channels and platforms using different activities, such as sending emails, updating data, or optimizing send time. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_automation_studio.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_jb_journey_builder.htm &type=5

The email address that would appear as the From Address for the automatic reply to the customer is reply@marketingcloud.com. This is because Northern Trail Outfitters has configured their Reply Mail Management settings to forward replies to customerservice@nto.com and send an auto-reply message to the customer’s email address. The From Address for the auto-reply message is always reply@marketingcloud.com, regardless of the original From Address or the forwarding address. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_reply_mail_management.htm &type=5

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

Creating and enabling a BLOCKOUT window in MobileConnect can be used to prevent SMS messages from being sent during certain hours of the day. A BLOCKOUT window is a time period during which no messages are sent or received by MobileConnect, regardless of when they were scheduled or triggered. References: https://help.salesforce.com/articleView?id=sf.mc_moc_blockout_window.htm &type=5

The number of business units that NTO needs to purchase depends on several factors, such as the number of brands or geographies they operate, the need for data or content segregation between them, and the number of Marketing Cloud users they have or plan to have. These factors affect the complexity, scalability, and cost of their account hierarchy and governance. The number of Sales Cloud sandboxes or testing/development business units are not directly related to the number of business units they need to purchase, but rather to their testing and deployment strategy. References: https://help.salesforce.com/articleView?id=sf.mc_overview_business_units.htm &type=5 https://help.salesforce.com/articleView?id=sf.mc_co_best_practices_for_creating_a_business_unit_structure.htm &type=5

The subscriber key is a unique identifier for each subscriber in Marketing Cloud. It is used to track subscriber preferences, behaviors, and attributes across channels and business units. If the previous send used email address as a subscriber key, it would not match the subscriber key in Sales Cloud, which is usually the contact or lead ID. Therefore, the email opt out status would not be synchronized between Marketing Cloud and Sales Cloud, and the customer could receive an email through MCC even after unsubscribing from the previous send. References: https://help.salesforce.com/articleView?id=sf.mc_co_subscriber_key.htm &type=5

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

To capture customer feedback via email and create a new case in Service Cloud if a customer indicates they are unhappy with the service they have received, Northern Trail Outfitters should use an Engagement Split to capture positive or negative responses, and a Case Activity to create a new case in Service Cloud. An Engagement Split is an activity that allows marketers to route contacts based on their engagement with email messages, such as opens or clicks. A Case Activity is an activity that allows marketers to create cases in Service Cloud based on contact attributes or journey data. References: https://help.salesforce.com/s/articleView?id=sf.mc_jb_engagement_split.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_jb_case_activity.htm &type=5

To evaluate if a customer has made a purchase after entering the journey, a Data Relationship or Data Designer is needed to relate the master data extension and the purchase data extension. Then, a Decision Split activity can use Entry Data or Contact Data to check the purchase status. Automation Studio activities are not needed for this process. References: https://help.salesforce.com/articleView?id=sf.mc_co_data_relationships.htm &type=5 https://help.salesforce.com/articleView?id=sf.mc_co_data_designer.htm &type=5 https://help.salesforce.com/articleView?id=sf.mc_jb_decision_split.htm &type=5

A consideration that should be made when building dynamic content rules is that rules should be built before uploading the respective content. Dynamic content rules are rules that define what content should be displayed based on subscriber attributes or behaviors. Dynamic content rules should be created before uploading content blocks or images into Content Builder, as they cannot be edited after content is uploaded. References: https://help.salesforce.com/s/articleView?id=sf.mc_ceb_dynamic_content_rules.htm &type=5

MobileConnect Demographics is a data source that is supported to personalize SMS messages. MobileConnect Demographics is a system-generated attribute group that contains information about mobile subscribers, such as phone number, locale, status, keyword, and source. This information can be used to insert personalization strings or AMPscript variables into SMS messages. References: https://help.salesforce.com/s/articleView?id=sf.mc_moc_mobileconnect_demographics.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_moc_personalize_an_sms_message.htm &type=5

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

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

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

To choose a subscriber key for Marketing Cloud, Northern Trail Outfitters should use a value that is unique, persistent, and channel-agnostic. A CRM ID or a loyalty program number are both good options, as they meet these criteria and can be used to identify and track subscribers across different channels and platforms. Email and mobile device ID are not good options, as they are not unique or persistent (subscribers can change their email or device) and they are specific to one channel (email or mobile). References: https://help.salesforce.com/s/articleView?id=sf.mc_co_subscriber_key.htm &type=5

A parent business unit is the top-level business unit in an account hierarchy that can share data, content, and settings with its child business units. A child business unit is a lower-level business unit that inherits data, content, and settings from its parent business unit but can also have its own data, content, and settings. By creating a parent business unit for the corporate office and a child business unit for each franchise owner, the customer can achieve data and content sharing as well as customization and segmentation for each local store. References: https://help.salesforce.com/articleView?id=sf.mc_overview_business_units.htm &type=5

To limit subscriber records by BU based on the ‘Region’ profile attribute, Northern Trail Outfitters should select ‘Define Subscriber Filter’ for each BU on the BU Setup page and configure a condition to match the corresponding profile attribute. This will allow users who are assigned to a BU to only view and send to subscribers who have the same region value as their BU. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_business_unit_setup.htm &type=5

To utilize a Retention Policy for a data extension that stores web behavior data, two methods are possible. One is to delete data from the data extension prior to twelve months ago, then configure a Retention Period via Contact Builder. This will allow the data extension to keep only the data from the previous twelve months and delete any older data automatically. The other method is to replace the current data extension with a new data extension configured with a Retention Period. This will create a new data extension with the same fields and settings as the old one, but with a Retention Period enabled. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_data_retention_policies.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_co_create_a_new_data_extension_from_an_existing_data_extension.htm &type=5

To ensure there’s a limit to the number of times a particular image asset can be chosen for a customer, Northern Trail Outfitters should set fatigue rules for the product asset classes. Fatigue rules are settings that allow marketers to control how often an asset can be selected for a customer within a specified time period. For example, a fatigue rule can prevent an asset from being selected more than once in 14 days. References: https://help.salesforce.com/s/articleView?id=sf.mc_ceb_einstein_content_selection_fatigue_rules.htm &type=5

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

Two considerations that should be made about tokenized sending are:

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

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

The reason why the Journey does not inject customers when their order status is updated is that orders are not being updated from not meeting criteria to meeting criteria. A Salesforce Data Entry Source only injects records into a journey when they change from not meeting the entry criteria to meeting the entry criteria. For example, if the entry criteria is order status equals New, then only orders that change from a different status to New will be injected into the journey. Orders that are created with a status of New or change from New to another status will not be injected into the journey. References: https://help.salesforce.com/s/articleView?id=sf.mc_jb_salesforce_data_event.htm &type=5

To capture and categorize email Not Sent events and insert them into a data extension using Automation Studio, Northern Trail Outfitters should use the following order of activities:

• Data Extract with the Tracking Extract type. This activity will extract tracking data, such as Not Sent events, from Marketing Cloud and place a zipped file in the Safehouse.
• File Transfer from Safehouse. This activity will move the zipped file from the Safehouse to an Enhanced FTP location.
• File Transfer unzip. This activity will unzip the file and place it in an Enhanced FTP location.
• Import File. This activity will import the file into a data extension.

Data Extension Extract is not a valid extract type for tracking data. SQL Query is not an activity that can insert data into a data extension from a file. Data Factory Utility is not a valid activity in Automation Studio. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_data_extract_activity.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_as_file_transfer_activity.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_as_import_file_activity.htm &type=5

Advertising Studio is a tool that allows marketers to create and manage advertising campaigns across various channels, such as display, social, and search. It can also leverage Marketing Cloud data and segments to target or suppress audiences based on their engagement behavior. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_advertising_studio_overview.htm &type=5

The _Subscribers data view contains information about each subscriber in an account, such as subscriber key, email address, status, and business unit ID. The _BusinessUnitUnsubscribes data view contains information about each unsubscribe event for each subscriber in a business unit, such as subscriber key, business unit ID, and unsubscribe date. By using these two data views, the data team can find subscribers in their Marketing Cloud account and their unsubscribe data for child business units. References: https://help.salesforce.com/articleView?id=sf.mc_as_data_view_subscribers.htm &type=5 https://help.salesforce.com/articleView?id=sf.mc_as_data_view_businessunitunsubscribes.htm &type=5

Two options that could be recommended for localizing email content to speak to subscribers in their own language are:

• Leverage AMPscript within an email template to lookup subscriber language and personalize the email based on the value. AMPscript is a scripting language that allows marketers to perform complex tasks within messages, such as looking up data from data extensions, applying conditional logic, or displaying dynamic content based on subscriber attributes or behaviors.
• Leverage enhanced dynamic content blocks within Content Builder to create language-specific emails. Enhanced dynamic content blocks are blocks that allow marketers to create personalized content based on rules and filters without coding.

Leveraging personalization strings within the email template will not help with localization, as they are used for inserting simple subscriber attributes or system information into messages. Leveraging Content Builder to create email templates for each individual language will not be efficient or scalable, as it will require creating and maintaining multiple templates for each message. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_ampscript_overview.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_ceb_enhanced_dynamic_content_blocks.htm &type=5

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

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

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

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

Datorama is a product that enables marketers to connect and unify their data sources, visualize and analyze their data, and optimize their marketing performance. Datorama can help NTO centralize their analytics data from Marketing Cloud, Sales Cloud, and other sources, and provide insights and recommendations to drive return on investment and growth via their marketing sends. References: https://www.salesforce.com/products/marketing-cloud/platform/datorama-marketing-intelligence/ https://help.salesforce.com/articleView?id=sf.mc_dtm_datorama.htm &type=5

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

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

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

To know the number of contacts in their account and email it to their Chief Marketing Officer on a weekly basis, Northern Trail Outfitters should schedule the Contacts Counts Standard Report. This report shows how many contacts are in Marketing Cloud across different channels and platforms. The report can be scheduled to run at a recurring interval and emailed to one or more recipients. References: https://help.salesforce.com/s/articleView?id=sf.mc_rn_contacts_count_report.htm &type=5

To configure a sending domain in Marketing Cloud, the customer needs to delegate a subdomain to Marketing Cloud and modify their DNS entries to point to Marketing Cloud’s servers. These questions will help determine if the customer has the authority and ability to do so. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_sender_authentication_package.htm &type=5

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

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

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

The Transactional Messaging API can be used to send email to customers who log in for the first time on a new IP. The Transactional Messaging API allows for fast and reliable delivery of transactional messages, such as password resets, order confirmations, or account alerts. The message can include information related to the login IP by using personalization strings or AMPscript variables. References: https://developer.salesforce.com/docs/marketing/marketing-cloud/guide/transactional-messaging-api.html https://developer.salesforce.com/docs/marketing/marketing-cloud/guide/transactional-messaging-personalization.html

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

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

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

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

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