Salesforce Marketing Cloud Consultant Certification Exam Dump (All Combined)

IMH Viewer

View cross-channel marketing activity and results within the IMH

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?

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?

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?

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)

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.

Education & Enablement

(Services Role) engage with customers to identify their needs and build learning solutions to meet their objectives. (i.e. custom learning solutions)

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

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

Decimal data field length

18,2 means 18 character limit and two of the characters appearing after the decimal point

Decision split options

20 different ways

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.

Business roles

Anyone working in a business unit acquires the roles and permissions of the business unit

IMH Administrator

Assigns IMH roles to users and manages Mobile, Social and Sites Channels, Hub Apps and IMH Tools

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/

IMH Channel Manager

Create and execute cross-channel interactive marketing campaigns and administer Social and Mobile Channels

IMH Content Editor / Publisher

Creates and delivers messages through Mobile and Sites Channel Apps

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.

Smart Capture must go where?

Data Extension

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/

Exclusion List:

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

Data Extract Activity:

For extracting data out of the Marketing Cloud. Need - name, external key, description, file naming patter, extract range, extract type

Query Activity

For selecting rows from a DE and writing them to another DE. Done by SQL. Exclusively used in Data Extensions.

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

Internal Knowledge Transfer

IKT

Interactive Marketing Hub

IMH

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:

Using Smart Capture Form as a Journey Builder Entry Event can be done how?

Landing pages, Microsites, Facebook tabs, MobilePush page

Web Collect must go where?

List

IMH Security Administrator

Maintain Watchdog security settings and manage user activity and alerts

Can a primary key be overwritten in a DE?

No

Can guided sends use Sender Profile?

No

Can Groups be used on Data Extensions?

No. Groups usually used when enhanced FTP is not enabled

Legacy role

On an individual level, a custom role

Individual role

Permissions assigned specifically to the individual

Enable Social Studio

This option determines whether account users can access Social Studio functionality. Set this option to on to enable this functionality.

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.

File Transfer Activity

Unencrypts or uncompresses a file to be imported. Almost always used in conjunction with an import activity.

Tracking Extract

Used to export tracking data from MC and into another program or systems

Single Send Marketing Cloud Email can be from:

User Logged in OR record owner OR organization-wide email address

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

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).

• 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?

• 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?

Send classification

Where you choose transactional vs. commercial. Derived from Delivery and Sender profile.

Are personalization strings case sensitive?

Yes

Can a subscriber enter a journey based on a date?

Yes

Does SFMC require an email address for each subscriber?

Yes

Does a filter Activity perform an overwrite the DE?

Yes, every time it's run

Engagement split options

Yes/No

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.

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.

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.

subscriber key definition

a text field that contains a value that uniquely identifies a subscriber

Campaigns Hub Tool

allows you to easily create, plan, organize, and analyze your cross-channel marketing efforts.

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

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.

User Roles

Permissions stay regardless of business unit

• 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?

• 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?

• 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?

• 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?

• 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?

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.

Delivery Profile

email address to use, domain, header/footer, IP address

What must be done on a zipped or encrypted file before import activity can be done?

file transfer activity

Sender profile:

from name and email address (where you can do subscriber-specific from name with RMM)

Data Filter

group of criteria that segments a subscriber list or data extension

Simple send can only send to what?

group or list

Content detective

helps identify spam triggers in email content and subject lines

Can you use lists and data extensions?

nope. One or the other.

Subscriber key and primary key

not interchangeable terms

Data filter definition can contain:

profile attributes, preference attributes, measures

Data views are accessed by:

queries

Data Views definition

query the database for specific back end data... ie bounce, click, open

How do you obtain information on Send Logging?

run query activities on the send logging DE

Campaign email tracking report

shows send tracking data around a campaign that you specify

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

Person account:

stores information about individual consumers (within sales and service cloud)

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

Send Logging

to access information, run query activities on the send logging DE. Give you access to info not available via standard tracking functions

Validate checks:

unsubscribe line, physical mailing address, correct syntax for attributes, each content area specified in the dynamic content rule exists.

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

Group Refresh Activity

used to refresh a segment automatically