SFMC Consultant Exam

What are two ways Contact builder can alter the data in Data Extensions A) Add Single Record B) Extract Data C) Clear Records D) Import Activity

A) Add Single Record C) Clear Records

Analyst of The Northern Trail Outfitters (NTO) marketing team needs to pull email metrics for an upcoming quarterly company meeting. These metrics need to be reported per email campaign for each of NTO's Business Units: • Number of Sends • Delivery Rate • Overall Bounce Rate • Block Bounce Rate • Open Rate • Click Rate • Complaint Rate • Unsubscribe Rate Which email report should NTO's Marketing Analyst pull from Marketing Cloud to get this information? A) Campaign Email Tracking Report B) Email Performance Over Time Report C) Email Send Report D) Account Send Summary Report

A) Campaign Email Tracking Report

A customer wants to integrate their website with Marketing Cloud so that users can update their marketing communication preferences. The customer has in-house web development resources available and is interested in leveraging tools such as Journey Builder in the future. What solution should the consultant propose, given the customer's requirements and available resources? A) Configure a relational data structure using Data Extensions and consult with the customer on API integration with their website. B) Configure a data structure using Lists and leverage a SmartCapture form that the client can iFrame into their website. C) Configure a relational data structure using Data Extensions and leverage a SmartCapture form that is hosted in Landing Pages. D. Configure a data structure using Lists and leverage the out-of-the-box Preference Center.

A) Configure a relational data structure using Data Extensions and consult with the customer on API integration with their website.

What is a correct statement about a database of record? Choose 2 answers A. A database of record is a centralized storage repository of data about objects or people. B. A database of record is any database containing subscriber data. C. A database of record is a data structure in which multiple opt-in statuses can be stored for a subscriber. D. A database of record is a system in which a subscriber's status is maintained

A. A database of record is a centralized storage repository of data about objects or people. D. A database of record is a system in which a subscriber's status is maintained

A subscriber asked to be removed from a customer's email list multiple times by replying directly to the customer's marketing message, but continues to receive emails. Which steps will solve how replies are managed by the application? (Choose 3 answers) A) Confirm that Reply Mail Management (RMM) is configured for the customer's account. B) Confirm that the RMM setting 'Unsubscribe Manual Requests' is set to YES. C) Confirm that the RMM setting 'Delete auto-replies and out-of-office replies' is set to NO. D) Confirm that an email address was provided as the Routing Address for Remaining Replies. E) Confirm that the subscriber's request contained one of the standard terms that qualify for automatic unsubscribe.

A) Confirm that Reply Mail Management (RMM) is configured for the customer's account. B) Confirm that the RMM setting 'Unsubscribe Manual Requests' is set to YES. D) Confirm that an email address was provided as the Routing Address for Remaining Replies.

A customer provides a file containing only new and updated subscriber records exported from its marketing database. • The file will be uploaded to the customer's Enhanced FTP automatically at 3AM daily. • The customer requires that the import completes prior to 4AM. • On average, the file will contain about 2 million rows of data each day. Based on the customer's requirements and recommended best practices, how should the daily file be imported? A) Import the file to a data extension, using the 'add and update' method. B) Import the file to a list, using the 'update only' method. C) Import the file to a list, using the 'add and update' method. D) Import the file to a data extension, using the 'overwrite' method.

A) Import the file to a data extension, using the 'add and update' method.

NTO wants not only to send to their best customers, but also those most likely to buy. What data will be helpful to send out an email which increases purchase frequency? A) last purchase date B) proximity to store C) lifetime purchase value D) conversion rate

A) last purchase date C) lifetime purchase value

A customer wants to create a journey with the goal of making users activate their accounts within 72 h of registration. New account registrations are stored in a data extension via an API call with a Boolean field indicating whether the subscriber has activated their account. The journey should send activation reminder emails 24 and 48 h after creating an account. The user exits the journey if they activate their account. Which activities should be included in the customer's journey? A. 24 hour Wait > Decision Split > Send Email > 24 hour Wait > Decision Split > Send Email B. Decision Split > 24 hour Wait > Send Email > Decision Split > 48 hour Wait > Send Email C. 24 hour Wait > Decision Split > Send Email > 48 hour Wait > Decision Split > Send Email D. Decision Split > 24 hour Wait > Send Email > Decision Split > 24 hour Wait > Send Email

A. 24 hour Wait > Decision Split > Send Email > 24 hour Wait > Decision Split > Send Email

Which two statements about a database of record are correct? Choose 2 answers: A. A database of record is a centralized storage repository of data about objects or people B. A database of record is any database that contains subscriber data C. A database of record is system in which subscriber's status is maintained D. A database of record is a data structure in which multiple opt-in statuses can be stored for a subscriber

A. A database of record is a centralized storage repository of data about objects or people C. A database of record is system in which subscriber's status is maintained

A customer team wants to retarget subscribers who click on links of key items promoted across email campaigns. The customer has indicated the following: • Emails will be built using a custom dynamic template for these messages. • Links will vary over time and across campaigns. • Click activity will be cross-referenced with subscribers' regional markets on a master subscriber data extension. • Retargeting messages will dynamically populate content based on regional market. In order for this solution to be viable, which skill set does the customer team need to possess? A. AMPscript B. SSJS C. SQL D. HTML

A. AMPscript

A daily deal website is concerned with their sender reputation and needs consistent visibility into subscribers who report their email as spam. How can they determine which subscribers reported their email as spam so they can flag those records in their customer service database? A. An automation that queries the Complaint data view. B. An automation that generates the Unsubscribe Event Extract. C. An automation that queries the Unsubscribe data view. D. An automation that generates the Complaint Tracking Extract.

A. An automation that queries the Complaint data view.

What is a correct statement about Send Log data? Choose 3 answers A. Can be accessed via Query activities. B. Can be incorporated into standard reports. C. Can be stored for a set period of time. D. Can be added to a standard data view. E. Can be included in measures and filters.

A. Can be accessed via Query activities. C. Can be stored for a set period of time. E. Can be included in measures and filters.

A consultant is configuring Marketing Cloud Connect in Marketing Cloud. The customer requires that integrated users only have access to Sales Cloud data visible to them in their Salesforce account. How would the consultant ensure that this requirement is met? A. Check the Scope by User box in Marketing Cloud. B. Create a User in Sales Cloud with a System Administrator Profile. C. Ensure that the User has the correct profile in Marketing Cloud. D. Ensure that the User is assigned as System Administrator in Sales Cloud.

A. Check the Scope by User box in Marketing Cloud.

A publishing company presented the following: A need to send renewal reminders to customers whose subscribers expire in 7 days and 15 days. A campaign needs to created and managed by a general marketing user who will not have administrative rights and who is not technical. The customer's expiration data is included in the data filter. Which three components should the customer's solution include? A. Data Filter B. Template Based emails C. Suppression List D. Automation Studio E. Triggered Send

A. Data Filter B. Template Based emails D. Automation Studio

A consultant wants to trigger an email whenever the status field on the Lead Object changes to Hot, Tracking data will need to be kept in the sales cloud. Which three steps should the consultant use in the solution? A. Enable triggered sends on the Lead object in configuration B. Write an Apex Trigger on the Lead object C. Create the triggered send definition in the sales cloud D. Create the triggered send definition in the marketing cloud E. Put a SOAP API in place via the marketing cloud API

A. Enable triggered sends on the Lead object in configuration B. Write an Apex Trigger on the Lead object D. Create the triggered send definition in the marketing cloud

An online retail customer needs daily promotional email content to generate with minimal time spent on creation. Their service contract includes building a custom dynamic template for this purpose. The customer has communicated the following: • The email content will highlight new inventory each day. • A small team will run both their digital marketing operations and their email program. • A user needs to build, test, and send a daily email in less than an hour. • Images for the emails will be hosted on their website CMS. Which question is relevant to identify strategies for designing the custom template for the customer's daily promotional email? Choose 3 answers: A. How often will the layout of the content in a content area change? B. What is the maximum file size of the images being used? C. What From Name will be used for these emails? D. Will image URLs be available publicly? E. How often will email content be image-only with text overlaying images?

A. How often will the layout of the content in a content area change? B. What is the maximum file size of the images being used? E. How often will email content be image-only with text overlaying images?

A retail company's database of record resides at a 3rd-party company that also keeps track of purchase history. That database only updates once a day where new records can be created and merged. The database uses an "Email ID," which is a numeric field that represents both the business unit and email address. The company now wants to be able to send real-time Welcome emails to people (newly registered website users) who provide their email address in exchange for getting 10% off their first order, and ensure this send is connected to "Email ID" in the database. What key issue should be addressed? (Choose 3 answers) A. How will Marketing Cloud and the database sync up? B. Will new users have an "Email ID"? C. What will be used as Subscriber Key? D. What publication lists will be used? E. Will the company need a custom preference center?

A. How will Marketing Cloud and the database sync up? C. What will be used as Subscriber Key? E. Will the company need a custom preference center?

A large retail company has selected Marketing Cloud and has asked to be fully migrated from their existing platform in three weeks. They have communicated the following: • They currently have 3 million customers. • They email customers twice a week with no known deliverability issues. • Their contract includes one Sender Authentication Package (SAP). What response articulates proper IP warming? (Choose 2 answers) A. IP ramp-up takes four to six weeks to be able to fully send to all 3 million customers. B. IP ramp-up can be accelerated by migrating to pre-warmed IP addresses. C. IP ramp-up is important to establish a positive sender reputation. D. IP ramp-up can be bypassed, given their historical lack of deliverability issues.

A. IP ramp-up takes four to six weeks to be able to fully send to all 3 million customers. C. IP ramp-up is important to establish a positive sender reputation.

Northern Trail Outfitters (NTO) has decided to use Journey builder to launch event-driven lifecycle marketing programs. This includes personalized interactions with customers with the goal of increasing purchase frequency. What two pieces of information would help NTO achieve this objective? Choose 2 answers: A. Last purchase date B. Products purchased from a competitor C. Number of items per order D. Channel preference of customers

A. Last purchase date D. Channel preference of customers

How do I set up an individual who manages Marketing Cloud operations across channels, mobile, and social? Choose two. A. Marketing Channel Manager Role B. Regional or Local Administrator Role C. Marketing Cloud Administrator Role D. Email marketing manager role

A. Marketing Channel Manager Role C. Marketing Cloud Administrator Role

An existing triggered send needs to be updated with new content. Select the correct sequence: A. Pause message interaction, Edit message content, Publish changes, Start triggered email interaction B. Edit message content, Pause message interaction, Publish changes, Start triggered email interaction C. Start triggered email interaction, Pause message interaction, Edit message content, Publish changes D. Publish changes, Pause message interaction, Edit message content, Start triggered email interaction

A. Pause message interaction, Edit message content, Publish changes, Start triggered email interaction

A customer is interested in designing a solution to ensure that subscribers only receive categories of emails that they want to receive. The built-in subscription center will be used as part of the solution. Which feature should be utilized to make this happen? A. Publication Lists B. Subscriber Keys C. Profile Center D. Send Logging

A. Publication Lists

A user receives a message stating that there is an error binding data bound member when testing an Entry Event in Journey Builder. What can a user do to ensure that contacts enter this interaction successfully based on the error message? Choose 2 answers A. Select a source DE with a root relationship to the contact. B. Make sure the contact is above the High Water Mark on the source data. C. Import new subscribers to the All Subscribers table. D. Fire the event in both Automation Studio and the Entry Event.

A. Select a source DE with a root relationship to the contact. B. Make sure the contact is above the High Water Mark on the source data.

A financial services customer states that families often share email addresses across multiple checking, savings, loan, and credit accounts. The customer needs to allow individual accounts to use the same email address in Marketing Cloud but maintain separate subscriber attributes. Which component should be discussed with the customer to allow for this use case? A. Subscriber Key B. Contact ID C. Member Record D. Data Extensions

A. Subscriber Key

Why would a contact fail to enter a Journey Builder interaction? Choose 3 answers A. The interaction allows re-entry only after exiting, and the contact already exists. B. The contact falls below the High Water Mark. C. The interaction has an A/B/n split, and the contact does not meet the criteria. D. The entry event was not fired via Automation Studio. E. The contact did not meet the entry criteria.

A. The interaction allows re-entry only after exiting, and the contact already exists. B. The contact falls below the High Water Mark. E. The contact did not meet the entry criteria.

A customer needs to import data from an SFTP site. The customer wants to: • Segment the contents of the file and then send emails. • Transfer the file to the SFTP site at various times daily. • Send to data extensions. Which workflow should meet these requirements? A. Triggered Automation: Import File > SQL Query(s) > Send Email(s) B. Scheduled Automation: Transfer File > Import File > SQL Query(s) > Send Email(s) C. Scheduled Automation: Import File > SQL Query(s) > Send Email(s) D. Triggered Automation: Import File > Group Refresh > Send Email(s)

A. Triggered Automation: Import File > SQL Query(s) > Send Email(s)

A customer wants to perform an email send to a subset of a Synchronized Data Extension filtered on custom object data and return tracking to the Sales Cloud. What approach should the consultant recommend? (Choose 2 answers) A. Use Data Stream to sync Sales Cloud objects to the Marketing Cloud. B. Use Data Filters or Query Activities to output a Sendable Salesforce Data Extension. C. Use Query Activities to create a Sendable Synchronized Data Extension. D. Use Data Filters to segment data to output a Sendable Data Extension

A. Use Data Stream to sync Sales Cloud objects to the Marketing Cloud. B. Use Data Filters or Query Activities to output a Sendable Salesforce Data Extension.

As part of their brand guidelines, Northern Trail Outfitters (NTO) uses a custom brand font for all print marketing materials. NTO wants to use their custom brand font in email as well. What is the recommended best practice for font usage in email? A. Use a web-safe font for text that closely matches the brand's custom font. B. Build an email as one image, with all text saved in the brand font. C. Edit an email's HTML to list the custom brand font in the style tag's font-family property. D. Build an email using multiple images, with all text saved in the brand font.

A. Use a web-safe font for text that closely matches the brand's custom font.

Which three statements about Send Log Data is correct? A. Uses Measures, filters and programs B. Accessed using query C. Can be viewed in standard report D. Can be stored for periods of time E. Added to a standard view

A. Uses Measures, filters and programs B. Accessed using query D. Can be stored for periods of time

Northern Trail Outfitters (NTO) needs to provide an IT staff member with access to Marketing Cloud. The staff member needs to perform the following tasks: • Maintain NTO's master suppression list • Configure data relationships • Create new subscriber attributes Which role should be assigned to the IT staff member? A) Analyst B) Data Manager C) Administrator D) Content Creator

B) Data Manager

NTO has scenario of a journey for "post-purchasing communication": which re-entry setting is correct? A) no reentry B) reentry anytime C) reentry only after exiting D) reentry after time

B) reentry anytime

A customer wants to display a subscriber's first name and the date of send in its monthly newsletter. Subscriber first name data is stored in a data extension that will not be used in the send definition. Which option should be in this scenario? A. Personalization strings B. AMPscript C. SQL Query D. Guide Template Language

B. AMPscript

A user in Marketing Cloud needs to send an email to a Salesforce Report via a Guided Send process. How should the consultant meet this requirement? A. Create a Salesforce Data Extension for the user to select during a Guided Send. B. Assign the integrated user the Marketing Cloud AppExchange User permission set in Sales Cloud. C. Create data validation rules for the integrated user in Sales Cloud. D. Add custom links to the page layouts in Marketing Cloud

B. Assign the integrated user the Marketing Cloud AppExchange User permission set in Sales Cloud.

Which statement IS correct regarding the automation tools in the Marketing Cloud? Choose 3 answers A. Automation Studio and Journey Builder allow users to define a wait state based on duration or duration + time. B. Automation Studio allows users to inject Contacts from a data extension into an interaction in Journey Builder. C. Like Journey Builder, Automation Studio allows users to define the parameters for a send within the tool. D. Journey Builder allows users to update a contact record in an interaction or import data into a data extension. E. Like Automation Studio, Journey Builder allows users to repeat an interaction indefinitely

B. Automation Studio allows users to inject Contacts from a data extension into an interaction in Journey Builder. C. Like Journey Builder, Automation Studio allows users to define the parameters for a send within the tool. E. Like Automation Studio, Journey Builder allows users to repeat an interaction indefinitely

A customer has three data extensions that need to be added to Contact Builder Customers contains customer information Orders contains order information Products contains product information How should these data extensions be linked within an Attribute Group? A. Customer Data <one-to- Many> Customers <one-to- One> Orders <one-to- Many> Products B. Customer Data <one-to- Many> Customers <one-to- Many> Orders <one-to- Many> Products C. Customer Data <one-to- One> Customers <one-to- One> Orders <one-to- one> Products D. Customer Data <one-to- Many> Products <one-to- Many> Orders <one-to- one> Customers

B. Customer Data <one-to- Many> Customers <one-to- Many> Orders <one-to- Many> Products

A publishing company has presented the following: • A need to send renewal reminders to customers whose subscriptions expire in 15 days and 7 days. • A campaign needs to be created and managed by a general marketing user who will not have administrative rights and who is not technical. • The customer's expiration date is included in the data file. What component should the customer's solution include? (Choose 3 answers) A. Suppression list B. Data Filter C. Triggered Send D. Template-based emails E. Automation Studio

B. Data Filter D. Template-based emails E. Automation Studio

When joining a data extension in Contact Builder, in which scenario should a consultant mark the Use as Root checkbox? A. Supplemental data for an interaction in Journey Builder. B. Database of record other than All Subscribers. C. One-to- Many Relationship to the Contact Record. D. Data for both Email and MobileConnect sends.

B. Database of record other than All Subscribers.

A customer would like to store financial data related to invoicing in its data extensions. Which field type should be used? A. Currency B. Decimal C. Number D. Float

B. Decimal

A retail company needs to create journeys that will target subscribers based on website behavior. They have identified 3 separate groups: • Customers who searched for an item on their website. • Customers who abandoned a cart on their website. • Customers who made a purchase on their website. What should the consultant ask in order to design the data structure for this solution? Choose 3 answers: A. Should customers exit the journey when the goal is met? B. How are subscribers identified in your web analytics? C. How many messages should be included in each journey? D. How long after the behavior occurs will a subscriber need to enter a journey? E. Should a single customer exist in multiple journeys at the same time?

B. How are subscribers identified in your web analytics? D. How long after the behavior occurs will a subscriber need to enter a journey? E. Should a single customer exist in multiple journeys at the same time?

Northern Trail Outfitters is noticing a gradual decline in the percentage of conversions per emails sent in their digital marketing campaign. A new initiative is being adopted to reverse the trend. What action should be taken to increase subscriber engagement? (Choose 2 answers) A. Increase volume of emails to a wider audience. B. Increase the use of dynamic content in emails. C. Adopt a Cart Abandonment Email Campaign. D. Introduce more identity verification steps in check out process.

B. Increase the use of dynamic content in emails. C. Adopt a Cart Abandonment Email Campaign.

A customer plans to configure multiple business units (BU) to support the digital marketing efforts of five international offices. Which reasons warrants this implementation? A. Support non-English responses with Reply Mail Management. B. Localized language and display options based on location and culture. C. Tracking information for campaigns sent by each office. D. Localized physical mailing address displayed in the default email footer

B. Localized language and display options based on location and culture. C. Tracking information for campaigns sent by each office.

NTO has to import a file that will be different every time. What method should be used? A. Update B. Overwrite C. Add and Update D. Add Only

B. Overwrite

What is a capability of the Import within Contact Builder? Choose 2 answers A. The data source can be a local file, data filter, or file on any FTP. B. The target destination can be a DE, list, or All Contacts for Mobile Push or Connect. C. Like the Import Wizard, the Contact Builder import definition can be executed without saving. D. In order to use Map by Header Row, the fields in the DE and file must match exactly.

B. The target destination can be a DE, list, or All Contacts for Mobile Push or Connect. D. In order to use Map by Header Row, the fields in the DE and file must match exactly.

Northern Trail Outfitters (NTO) is considering adopting Attribute Groups when incorporating data from their external systems. What statements are accurate regarding Attribute Groups? Choose 2 answers A. They can contain only one data extension. B. They can be created by templates to accomplish certain tasks. C. They link data extensions to other data extensions or contacts. D. They replicate the structure from the external system data into templates.

B. They can be created by templates to accomplish certain tasks. C. They link data extensions to other data extensions or contacts.

What statements are correct regarding Attribute Groups? Choose 2 answers A. They link data extensions to subscriber lists. B. They link data extensions to contacts. C. They link data extensions to other data extensions. D. They link subscriber lists to contacts.

B. They link data extensions to contacts. C. They link data extensions to other data extensions.

Subscribers are collected on a customer's website whose subscription database of record is Salesforce Marketing Cloud. The customer sends up to 5 emails per week based on subscriber activity. The list is: • Compiled in a database in the website Content Management System (CMS). • Imported into Marketing Cloud nightly at 11 p.m. What action should be taken if a third party is sending a message for the customer outside of the Marketing Cloud? A. Engagement metrics will be passed into Marketing Cloud. B. They will need to integrate with the Marketing Cloud SOAP API. C. Unsubscribes should be synchronized between senders. D. The third-party send list should be pulled from the CMS

B. They will need to integrate with the Marketing Cloud SOAP API.

Northern Trail Outfitters (NTO) wants to better understand subscriber behavior on their website upon arrival via an email message. A local member of a Marketing Cloud user group mentioned the Web Analytics Connector. Which benefit is offered by installing the Web Analytics Connector in a Marketing Cloud account? (Choose 3 answers) A. Use the web analytics platform to trigger behavioral remarketing emails. B. Track web activity from a click on an email URL back to a specific email campaign. C. Pass web conversion data back into Marketing Cloud for use in email reporting. D. Recognize web traffic as originating from email instead of another channel. E. Match subscribers to web activity by passing Subscriber ID through email links

B. Track web activity from a click on an email URL back to a specific email campaign. D. Recognize web traffic as originating from email instead of another channel. E. Match subscribers to web activity by passing Subscriber ID through email links.

A customer executes a large number of sends via Marketing Cloud Connect and is concerned about API Limits. What should the consultant suggest to minimize the impact of Marketing Cloud Connect on daily API limits? A. Filter target audiences based on mapped profile attributes to reduce Bulk API calls B. Upgrade the Marketing Cloud Account to ConnectedApp Authentification C. Use Data Stream to sync object data into a Data Extension in the Marketing Cloud D. Share Sales Cloud user licenses across Marketing Cloud users

B. Upgrade the Marketing Cloud Account to ConnectedApp Authentification

Northern Trail Outfitters (NTO) wants its monthly distributor newsletter email to appear to be sent on behalf of the subscriber's account representative without segmenting the audience by sales representative. How should this distributor-specific sender profile be configured in the Marketing Cloud? (Choose 2 answers) A. Pick "Choose from list," selecting the from name and from email values from the list of account users. B. Utilize data extension AMPScript lookups to dynamically populate the from name and from email values. C. Match the external keys of the sender profile and data extension containing account representative details. D. Populate substitution strings in the sender profile for the profile attributes containing from name and from email values.

B. Utilize data extension AMPScript lookups to dynamically populate the from name and from email values. D. Populate substitution strings in the sender profile for the profile attributes containing from name and from email values.

A retail company does business in both the United States and Canada. They also have a loyalty program in which a customer can enroll. The company will provide a pre-segmented customer file, per campaign, which has a "Version" data field indicating the type of email the customer is to receive. Which two questions should be asked to determine a data/segmentation strategy? Choose 2 answers: A. Is the purpose of these emails for acquisition or retention or transactional? B. Will a lookup table be needed for a dynamic "From Name"? C. Will customer be able to sign up for the loyalty program at the store? D. Will "Version" values/meanings change, precluding reusable AMPScript?

B. Will a lookup table be needed for a dynamic "From Name"? D. Will "Version" values/meanings change, precluding reusable AMPScript?

Customer Event: - gather data through a tablet-based webform as part of a raffle into a data extension. - Winner is randomly selected. - After the event, an email should be sent to the participants to gather opt ins for marketing emails. Define 2 things necessary: A: data extension with opt in status B: Send email activity which contains a link to subscription center C: WebCollect D: SmartCapture

B: Send email activity which contains a link to subscription center D: SmartCapture

A bank wants to send out a series of emails to new customers that open a checking or savings account. The emails will be used to educate and inform customers regarding their current account and other bank offerings • Data for the campaign will be in two data extensions: Customer and New Accounts • The Customer data extension is currently used for multiple campaigns and is updated at 1:00 a.m. • The New Accounts data is encrypted and will be placed on the FTP at 10:00 p.m. Which automated workflow meets the customer's requirements? A. A scheduled automation that starts at 2:00 a.m. that executes Data Extract Activity, Import Activity, Query Activity, Wait Activity, and Send Email Activity. B. A triggered automation that executes File Transfer Activity, Import Activity, Query Activity, Wait Activity, and Send Email Activity. C. A scheduled automation that starts at 2:00 a.m. that executes File Transfer Activity, Import Activity, Query Activity, Wait Activity, and Send Email Activity. D. A scheduled automation that starts at 12:00 a.m. and executes a File Transfer Activity, Import Activity, Query Activities, Wait Activity, and Send Email Activity.

C. A scheduled automation that starts at 2:00 a.m. that executes File Transfer Activity, Import Activity, Query Activity, Wait Activity, and Send Email Activity.

Northern Trail outfitters needs to reduce the amount of work when managing messages to customers, but cannot add any more personnel due to budget constraints. There has been an increased number of customer purchases on their website, and the team currently sends batch order confirmations. What solution will decrease manual workloads on the team and will improve their customers' experience? A. A scheduled automation to send emails to customers who made a purchase daily B. A triggered automation to send emails to customers who have made a purchase C. A triggered message to send an email as soon as a customer completes a purchase D. A user-initiated message to send an email to customers who made a purchase daily

C. A triggered message to send an email as soon as a customer completes a purchase

A customer has several values that need to be used in the body of an email send: • The data would be stored in a reference data extension, related on SubscriberKey. • There may be one or more records for each subscriber. • The audience is generally over 1 million subscribers. • The content is time sensitive and should be sent as quickly as possible. • The customer is not using "catch and release" sending. • The reference data extension contains 25 columns. Which method should be used? A. AMPscript a single Lookup Function B. Server Side Javascript a single LookupOrderedRows Function C. AMPscript a single LookupOrderedRows Function D. Dynamic content via the Dynamic Content Wizard

C. AMPscript a single LookupOrderedRows Function

Northern Trail Outfitters (NTO) has doubled in size over the last couple of years. Because of this growth they have decided to organize their company into Business Units to better manage operations. Which statement is correct regarding the Business Unit functionality within Marketing Cloud? (Choose 2 answers) A. Business Units can have more than one parent Business Unit. B. Subscribers can only appear in one Business Unit. C. Business Units can mirror an organization's operational structure. D. Business Units can share information with other Business Units.

C. Business Units can mirror an organization's operational structure. D. Business Units can share information with other Business Units.

Northern Trail Outfitters (NTO) plans to use Contact Builder to increase the scope of customer information they can see in an effort to establish more effective 1:1 relationships. NTO has a separate instance of Salesforce Sales Cloud that serves as their current customer master database. What action should be taken when using Contact Builder? Choose 2 answers A. Conduct manual imports of customer information from Sales Cloud. B. Create a data extension to incorporate the imported data from a Salesforce Dashboard. C. Combine each individual's channel contact information under one record. D. Use Marketing Cloud Connect to include data from Sales Cloud.

C. Combine each individual's channel contact information under one record. D. Use Marketing Cloud Connect to include data from Sales Cloud.

A user in the MC wants to use salesforce custom object data for segmenting and personalization. How should the consultant approach this requirement? A. Export report data from the sales cloud and import into a marketing cloud synchronized data extension. Use a filter activity to produce a sendable data extension. Create an email send activity in Automation Studio B. Sync contact and custom objects with Data Stream and send from Synchronized Data Extension with Salesforce email send. Ensure there is a lookup relationship to a contact or lead record. C. Create a custom report type that contains the contact or lead ID, email address, and custom object data, then from the marketing cloud, import into a Salesforce Data extension. Use AMPScript in the email to call data D. Map the custom objects to the profile center and use the email editor to insert the custom data. Create a user-initiated send to associate the email to the largest audience and return tracking data.

C. Create a custom report type that contains the contact or lead ID, email address, and custom object data, then from the marketing cloud, import into a Salesforce Data extension. Use AMPScript in the email to call data

A customer has an eCommerce site and Imports data into three data extensions daily; 'Orders', 'Order_Details' and 'Products' The data extension contains the following information: • Orders: OrderId, CustomerId, OrderNumber, OrderDate, OrderTotal, GrandTotal • Order_Details: ProductId, OrderId, Qty, UnitPrice, ExtendedPrice, Discount • Products: ProductId, SKU, Name, Description, Cost, Price What two actions should be taken in Data Designer? A. Create a one-to-one relationship between Orders and order_Details B. Create a one-to-one relationship between the contact record and Order_Details C. Create a one-to-one relationship between Order_Details and Products D. Create a one-to-many relationship between Orders and Order_Details

C. Create a one-to-one relationship between Order_Details and Products D. Create a one-to-many relationship between Orders and Order_Details

Northern Trail Outfitters (NTO) experienced a 24-hour website outage beginning on a peak shopping day, as a result, a number of logged-in customers' shopping sessions were disrupted. When the site is back online, the retailer would like to encourage those shoppers to return the site and continue their shopping. What action should NTO take? Select One. A. Import a file of logged-in customers into NTO's existing abandoned cart journey in Journey builder. B. Do not send an email, as outage may have increased negative sentiment, resulting in unsubscribes. C. Create a user-initiated message to logged-in customers to send once the website is restarted D. Create and send an apology email that includes a discount for a future purchase to all customers.

C. Create a user-initiated message to logged-in customers to send once the website is restarted

A customer wants to automate the process of sending a series of welcome emails based on the Subscriber's data. Emails should be sent weekly for up to five weeks. If a subscriber makes a purchase, they should stop receiving welcome emails. A Boolean flag should be set in the data extension if the subscriber makes it through the welcome series. Which steps should be used to accomplish this in Journey Builder? A. Define Goal, Send Email, Wait, Decision Split B. Random Split, Send Email, Wait, Define Goal C. Define Goal, Update Contact Data, Send Email, Wait D. Update Contact Data, Wait, Send Email, Join

C. Define Goal, Update Contact Data, Send Email, Wait

The customer has the following requirements for storing engagement data in their data warehouse: • All email open and click activity must be pulled daily from MC • Output files must meet the specific requirements for the data warehouse • All the activity must be provided via FTP in one file. Which automation workflow meets the customer requirements? A. Report activity that generates recent send summary report -> Report delivered directly to FTP B. Query activity to pull data view information -> Extract activity of data extension -> Transfer activity C. Extract activity of tracking extracts that combines data into required file -> Transfer activity D. Extract activity of data view tables -> Query activity to create the required file -> Transfer activity

C. Extract activity of tracking extracts that combines data into required file -> Transfer activity

Which data object should be used in conjunction with data extensions to create an opt- down strategy for customers? A. Profile attributes B. Preference attributes C. Publication Lists D. Preference Lists

C. Publication Lists

The customer has these requirements for storing engagement data in their data warehouse: • All email open and click activity must be pulled daily from the Marketing Cloud. • Output files must meet the specific requirements for the data warehouse. • All the activity must be provided via FTP in one file. Which automation workflow meets the customer requirements? A. Report activity that generates Recent Send Summary report > Report delivered directly to FTP B. Extract activity of Tracking Extracts that combines data into required file > Transfer activity C. Query activity to pull data view information > Extract activity of data extension > Transfer activity D. Extract activity of data view tables > Query activity to create the required file > Transfer activity

C. Query activity to pull data view information > Extract activity of data extension > Transfer activity

A customer needs to compare the engagement across three creative versions, and then send a follow-up email for those contacts who did not engage with any of the test versions. Which sequence of activities would best accomplish this? A. Engagement Split > Send email > Wait > Random Split > Send email B. Random Split > Send email > Join > Decision Split > Wait > Send email C. Random Split > Send email > Wait > Engagement Split > Join > Send email D. Decision Split > Send email > Engagement Split > Send email

C. Random Split > Send email > Wait > Engagement Split > Join > Send email

What are data extension data retention policies? A. Settings to "soft" delete all data in a Data Extension so there is no data loss. B. Settings to control when a data extension creates a back-up of the data it contains. C. Settings to define when a data extension or the data within the data extension is deleted. D. Settings to prevent users from deleting a Data Extension created by another user.

C. Settings to define when a data extension or the data within the data extension is deleted.

To fuel their expansion, Northern Trail Outfitters (NTO) recently acquired Eagle Outfitters (EO). There is currently a 30 percent overlap between the guests of each brand and they will be pursuing cross-marketing opportunities. It was recommended that their Marketing Cloud account now include a separate business unit for EO and the company secure a new sender authentication package for EO using the private domain e-EO.com. Select the statement that correctly describes the implication of this recommendation. (Choose 2 answers) A. The IP address included in the sender authentication package will have the same reputation as the ones being used for NTO. B. The EO business unit can also have the NTO authentication package applied simultaneously for cross-marketing emails. C. The private domain, e-EO.com, will be used for all link wrapping, image URLs, and landing page URLs. D. The e-EO.com domain will act as the from address for the emails and authenticate using SPF, SenderlD, and DKIM authentication. E. The email headers for EO will still reflect the private domain for NTO since that is the parent company.

C. The private domain, e-EO.com, will be used for all link wrapping, image URLs, and landing page URLs. D. The e-EO.com domain will act as the from address for the emails and authenticate using SPF, SenderlD, and DKIM authentication.

Which statement is correct regarding tracking aliases? Choose 2 answers A. Tracking aliases are found in Tracking and some standard reports. B. Tracking aliases are associated with a URL in HTML as: tag="alias text". C. Tracking aliases can differentiate click activity in an email to the same URL. D. Tracking aliases are primarily relevant when used with email conversion tracking.

C. Tracking aliases can differentiate click activity in an email to the same URL. D. Tracking aliases are primarily relevant when used with email conversion tracking.

A customer wants to send an email from Sales Cloud on behalf of the record owner. How should the consultant meet this requirement? (Choose 2 answers) A. Use the Organization-Wide Email address. B. Use a custom Delivery Profile. C. Use a custom Send Classification. D. Use the Send From Record Owner option

C. Use a custom Send Classification. D. Use the Send From Record Owner option

A retail company does business in both the United States and Canada. They also have a loyalty program in which a customer can enroll. The company will provide a pre-segmented customer file, per campaign, which has a "Version" data field indicating the type of email the customer is to receive. What question should be asked to determine a data/segmentation strategy? (Choose 2 answers) A. Will customers be able to sign up for the loyalty program at the store? B. Is the purpose of these emails for acquisition or retention or transactional? C. Will multiple languages be used, with a "From Name" lookup table needed? D. Will version values/meanings change, precluding reusable AMPscript?

C. Will multiple languages be used, with a "From Name" lookup table needed? D. Will version values/meanings change, precluding reusable AMPscript?

A consultant needs to send an email to subscribers who have made a purchase. The data used for the send exists on two data extensions--Subscribers and OrderTable, and the customer would like to include key information from both tables, such as: • CustomerlD • FirstName • EmailAddress • OrderlD • OrderDate • ShippedDate Which SQL statement should the consultant use? A) SELECT T1.CustomerID, T1.FirstName, T1. EmailAddress, T2.OrderlD, T2.0rderDate, T2.ShippedDate FROM ' Subscribers OUTER JOIN OrderTable ON Subscribers.CustomerlD=OrderTable.CustomerlD B) SELECT * FROM Subscribers WHERE CustomerlD, FirstName, EmailAddress, OrderlD, OrderDate, ShippedDate - JOIN OrderTable On CustomerlD=CustomerlD C) SELECT CustomerlD, FirstName, EmailAddress, OrderlD, OrderDate, ShippedDate FROM Subscribers INNER JOIN OrderTable ON CustomerlD=CustomerlD D) SELECT T1.CustomerID, T1.FirstName, T1.EmailAddress, T2.OrderlD, T2.OrderDate, T2.ShippedDate FROM Subscribers T1 INNER JOIN OrderTable T2 ON T1.CustomerID=T2.CustomerID

D) SELECT T1.CustomerID, T1.FirstName, T1.EmailAddress, T2.OrderlD, T2.OrderDate, T2.ShippedDate FROM Subscribers T1 INNER JOIN OrderTable T2 ON T1.CustomerID=T2.CustomerID

Collect addresses through Smartcapture, segment the data, send emails referencing data from a data extension. What skillset is needed ? A) AMPScript B) HTML C) CSS D) SQL

D) SQL

A customer wants to display a subscriber's first name and the data of send in its monthly newsletter, subscriber first name data is stored in data extension that won't be used in the send definition. Which option should be in this scenario? A. Personalization strings B. Guide Template Language C. SQL Query D. AMPscript

D. AMPscript

When more than one subscriber email address field is created within Contact Builder, what action tells the platform which email address to prioritize in the Email application? A. Create a new Attribute Group referencing all email address fields in Data Designer. B. Create a new Import to populate subscriber email addresses into All Subscribers. C. Add all email address fields into the Mobile Application and Predictive Intelligence Applications. D. Add all email address fields into the Contact Configuration screen in the correct order

D. Add all email address fields into the Contact Configuration screen in the correct order

Northern Trail Outfitters (NTO): • Employs Email Specialists responsible for creating content, testing, sending emails, defining the activities for Automation Studio, and creating automations. • Prefers not to use custom roles unless it is absolutely necessary. • Email Specialist resides in multiple business units. Using best practices, how should a consultant create and assign roles for NTO? A. Create a custom Email Specialist role with needed permissions and assign it to the Email Specialists. B. Alter the roles of Content Creator and Data Manager by denying permissions and then assign the roles to the ' Email Specialists. C. Check "Allow" automation permissions for the Content Creator Role and assign it to the Business Units. D. Check "Allow" automation permissions for the Content Creator Role and assign it to the Email Specialists

D. Check "Allow" automation permissions for the Content Creator Role and assign it to the Email Specialists

A customer wants to automate the send of a monthly promotional email. The customer will upload an audience file to their account's Enhanced FTP on a monthly basis on the 15th day of each month, expecting the email to be deployed upon completion of the import activity. However, if the 15th of the month falls on a Saturday or Sunday, the customer will provide the file on the Friday prior to the 15th and expect the promotional email to be sent on that Friday. Given the customer's requirements, which method should be used to automate their monthly promotional email? A. Create a triggered automation that includes an import activity and triggered send. B. Create a scheduled daily automation that includes an import activity and user-initiated send. C. Create a scheduled monthly automation that includes an import activity and triggered send. D. Create a triggered automation that includes an import activity and user-initiated send

D. Create a triggered automation that includes an import activity and user-initiated send.

During discovery, the customer outlines data requirements and the anticipated use of Marketing Cloud with the following criteria: • Customer data will be fully refreshed every night via Import activity from the customer's data warehouse. • Contact records will be augmented by relational data tables via Contact Builder. • The customer data file will contain 5M records with 40+ attributes. • One attribute will house HTML code, 1000 characters max, that will be used to populate Account Access content areas in emails. • A customer ID will be used as the unique identifier for each contact. Which statement differentiates the use of data extensions over lists? A. Data extensions allow for add/update Import activity. B. Data extensions can store HTML code as an attribute. C. Data extensions support Customer ID to be used as Subscriber Key. D. Data extensions are necessary for Contact Builder

D. Data extensions are necessary for Contact Builder

A company collects subscriptions on its website. It does the following: • Compiles that subscription list in a database in the website Content Management System (CMS). • Posts this encrypted list to Marketing Cloud nightly at 11 p.m. • Uses Marketing Cloud as the database of record. • Sends up to five emails a week based on subscriber engagement with prior sends. Which automation sequence (excluding waits) should cover these requirements? A. File Transfer, Data Extract, Filters, Sends B. File Transfer, Query, Measures, Sends C. File Transfer, Import, Measures, Sends D. File Transfer, Import, Query, Sends

D. File Transfer, Import, Query, Sends

A customer is collecting data from a Smart Capture form that stores submissions in a data extension. The customer wants an email sent to the marketing manager each morning that contains the previous day's submissions as a CSV attachment. Assuming that the customer has the attachments feature enabled. Which automation workflow will accomplish this? A. Triggered Automation: Data Extract > SQL Query > Transfer File > Send Email B. Scheduled Automation: Data Extract > SQL Query > Transfer File > Send Email C. Triggered Automation: SQL Query > Data Extract > Transfer File > Send Email D. Scheduled Automation: SQL Query > Data Extract > Transfer File > Send Email

D. Scheduled Automation: SQL Query > Data Extract > Transfer File > Send Email

A customer wants to automate a series of three emails as part of a Membership renewal drip campaign. • Email #1 will be sent one month prior to the member's renewal date • Email #2 will be sent one week prior to the member's renewal date • Email #3 will be sent on the member's renewal date • A master audience is updated in real time via the API Which steps should be included in the customer's automation? A. Import activity -> Three filter activities -> Three send definitions to the filtered audiences B. Three send definitions to the master data extension C. Import activity -> Three send definitions to the master data extension D. Three filter activities -> Three send definitions to the filtered audiences

D. Three filter activities -> Three send definitions to the filtered audiences

A customer would like to send a quarterly re-engagement email to subscribers who have not opened in the previous three months. The customer's plans are to: • Use an existing Paste HTML email for the first send. • Make only minor changes to the email creative for future sends. • Use an existing Measure to build the subscriber audience for current and future sends. • Deploy emails manually for now, but possibly automate in the future. Which configuration is recommended for the re-engagement email send? A. Triggered Send B. Guided Send C. Automated Send D. User-Initiated Send

D. User-Initiated Send