Marketing-Cloud-Administrator Sample Questions Answers

For the restaurant supply company's need to update their trade show contact collection method:

B. Microsite with Smart Capture to store entrants on a data extension: Smart Capture forms on a microsite provide a direct, digital method to collect entries efficiently and store them directly into a data extension.

D. Data Extension with double opt-in status defined: This setup helps manage consent and ensures compliance with email marketing regulations, as it allows entrants to confirm their subscription to the newsletter through a follow-up email.

These components provide an updated and efficient method for capturing and managing trade show contacts, while also ensuring compliance with marketing regulations.

To efficiently manage limited licenses and ensure continuity in campaign management while the campaign manager is on parental leave:

Deactivate the Existing User: Temporarily deactivate the campaign manager's user account. This action frees up a license without deleting the user's historical data or settings.

Reassign the License: Assign the freed-up license to a new user who will temporarily fill the campaign manager's role. This approach maintains operational efficiency and compliance with license limitations.

Setup Assistant in Salesforce Marketing Cloud:

Functionality: Setup Assistant acts as a prioritized checklist designed to guide administrators through the configuration of their Marketing Cloud account. It outlines essential steps in a logical and structured order to ensure a complete and efficient setup process.

Usage: Administrators can access Setup Assistant from the Setup menu in Marketing Cloud, where they can follow the step-by-step instructions to configure various components of their account, such as sending domains, data management, and more.

To enable subscribers to receive only the categories of emails they are interested in:

Publication Lists: Use Publication Lists to manage different categories of email content. Subscribers can choose which lists they want to subscribe to through the built-in subscription center, thereby receiving only the emails that match their interests.

Implementation: Configure multiple publication lists representing various content categories. Integrate these lists with the subscription center to allow subscribers to select their preferences.

To enhance mobile adoption strategies, Northern Trail Outfitters can leverage the following reports:

A. Email Performance by Device: This report provides insights into how subscribers are interacting with emails across different devices, which can help NTO understand device preferences and optimize their mobile content.

B. Time Between Send and Engagement: This report tracks the time it takes for recipients to engage with emails after they are sent, helping to determine the effectiveness of timing and content across different platforms, including mobile devices.

For a large retail company migrating to Marketing Cloud, proper IP warming is critical:

A. IP ramp-up takes four to six weeks to be able to fully send to all 3 million customers: It's essential to gradually increase the volume of emails sent from a new IP address to build a positive reputation with Internet Service Providers (ISPs).

D. IP ramp-up is important to establish a positive sender reputation: Establishing a positive sender reputation with ISPs during the IP warming process helps ensure high deliverability and avoids being flagged as spam.

These responses highlight the necessity and methodology of IP warming when transitioning to a new email platform to maintain deliverability standards.

To create and schedule a weekly report with high-level metrics, the Marketing Cloud admin should use Analytics Builder. Analytics Builder allows users to create, view, and share reports and dashboards. The Account Send Summary report shows how many emails were sent in a given time period.

To configure a journey using Path Optimizer with a holdback of 60% of the contacts until a winner has been selected, the Marketing Cloud admin needs to set:

A. Data Extension entry source: Ensures the journey is pulling contacts from a specific data extension which can be effectively managed and monitored for the experiment.

D. Winner evaluation: This setting allows the admin to specify how and when the winning path is determined, which is critical to managing the holdback and subsequent path optimization.

To differentiate between marketing and transactional emails effectively:

Sender Profile: Define separate sender profiles for marketing and transactional emails. This includes different From Names and possibly different From Email addresses to help recipients distinguish between different types of emails.

Delivery Profile: Set up different delivery profiles for marketing and transactional emails. These can specify different IP addresses, helping to segment and manage sender reputation for different types of email communications.

To determine the total number of emails sent across all business units in the last calendar year, the Marketing Cloud admin should use Analytics Builder > Reports > Email Send Report. This section of Analytics Builder provides comprehensive reporting capabilities, including the ability to generate detailed reports on email sends across different business units over specified time periods.

To pass the email address of a subscriber to a landing page through a URL parameter from a promotional email securely, the admin should use the CloudPagesURL AMPscript function. This function encrypts the email address and other parameters and generates a unique URL for each subscriber. The landing page can then use the RequestParameter AMPscript function to decrypt the email address and other parameters

When enabling Multi-Org in Marketing Cloud Connect, it's important to consider:

The Multi-Org configuration does not support using a standard profile and preference center across connected business units. Each business unit operates independently.

Admins must consider alternative strategies for managing subscriber preferences across multiple Salesforce orgs linked to different business units in Marketing Cloud.

For a non-technical marketing user to manage a campaign sending renewal reminders:

Data Filter: Use Data Filters to segment customers based on the expiration date included in the data file. This enables targeting customers 15 days and 7 days before subscription expiration.

Template-based Emails: Implement template-based emails to allow the marketing user to easily update and manage email content without needing technical skills or administrative rights.

Automation Studio: Utilize Automation Studio to schedule and automate the sending of these emails based on the specified criteria, streamlining campaign management.

When encountering an issue with the availability of a desired SMS keyword such as "CELEBRATION":

Keyword Unavailability: The keyword may already be in use within another business unit within the organization, making it unavailable for use in the current context.

Solution: Check the keyword usage across all business units and, if possible, coordinate to see if the keyword can be shared or if an alternative keyword would be suitable.

The Sender Authentication Package (SAP) allows the image URLs to be wrapped with the appropriate brand URL, which enhances the branding and deliverability of the emails. The SAP does not affect the profile center branding, the click domain, or the IP warming.

To ensure a notification is received when a scheduled query fails, the Marketing Cloud admin should add their email address in the automation settings under "Runtime Error or Skipped Run Notification Settings." This setup in the automation configuration will alert the admin via email if there is a failure in the query's execution, enabling timely identification and resolution of issues.

 The Collect Tracking code is a JavaScript code that is added to a website to capture and send user behavior data to Marketing Cloud. This data is stored in data extensions and can be used for Einstein Recommendations1

To monitor whether all records are being added to the target data structure each day in a scenario like that of Northern Trail Outfitters (NTO), the feature "Run Completion" within the File Drop Automation is most relevant. This feature allows the admin to check the status and results of the file drop automation, which includes verifying if the automation successfully completed and how many records were processed and added to the data extension. Using this feature, NTO can monitor daily imports and identify any discrepancies in the number of records processed, which could explain why fewer subscribers than expected are being sent emails.

A block bounce is a type of bounce that occurs when an ISP rejects an email because of the sender’s reputation or content. This indicates that the ISP views the sender as a potential spammer or has received complaints from other recipients.

 To search for a Salesforce contact in All Subscribers, the admin should use the 18-digit contact ID as the subscriber key. This is because Marketing Cloud Connect uses the 18-digit contact ID as the subscriber key for contacts synchronized from Salesforce. The email address is not a reliable identifier as it can change or be duplicated

The error in the File Drop Automation is due to the filename pattern not matching exactly because of additional seconds and milliseconds in the filename. To resolve this issue:

Modify the Import File activity to use the %%FILENAME_FROM_TRIGGER%% personalization string. This ensures that the Import File activity dynamically accepts the filename exactly as it is uploaded to the SFTP location.

Update the filename pattern in the automation setup to avoid hardcoding the date format and instead rely on the filename that triggered the automation.

By using %%FILENAME_FROM_TRIGGER%%, the automation becomes flexible and will correctly handle any file name that matches the initial pattern triggering the automation, regardless of additional timestamp details.

To verify if a test email has been sent from Email Studio, the admin should:

Navigate to Email Studio.

Go to the My Tracking tab.

Select Test Send Emails. This section provides a detailed log of all test emails sent, including their status and timestamp, allowing the admin to confirm whether the test email was deployed successfully.

Publication lists in the Marketing Cloud are used to allow subscribers to opt-down or opt-out of specific types of communications without unsubscribing from all communications. This functionality enables more granular control over communication preferences, helping organizations maintain engagement with subscribers who might not be interested in all content but still wish to receive certain types of messages.

When using the Import Wizard to import data into a non-sendable data extension that encounters an error due to the primary key requirement, choosing the "Overwrite" import type is the correct solution. The "Overwrite" option allows the admin to completely replace the existing data in the data extension with the new data from the import file. This type of import does not require a primary key because it does not need to reference individual records for updates or additions; it simply replaces all records in the data extension. Other import types like "Add Only," "Add and Update," and "Update Only" require a primary key to differentiate between records, especially when updating or adding specific records without deleting existing data.

When a File Transfer Activity is used to decrypt an encrypted file on Marketing Cloud's SFTP, the decrypted data is temporarily stored in the Safehouse. The Safehouse is a secure data storage location within Marketing Cloud used for temporary storage during file processing tasks, such as decryption, before the data is moved to its final destination, like a data extension.

The File Transfer Activity can be used to decrypt a file on the SFTP server using a PGP key. This activity prepares the file for importing into Marketing Cloud. The other activities do not have the option to decrypt a file.

For NTO to format links for Google Analytics 360 without including PII, they should use non-personally identifiable information in the query string parameters. Suitable options include:

A. Product Code: Identifies a product without revealing customer identity.

B. Application ID: An internal reference that does not disclose personal details.

C. Subscriber ID: A unique identifier for a subscriber that is not directly tied to personal details like an email or name.

To append an Urchin Tracking Module (UTM) variable string to links in emails, the Marketing Cloud admin should use the Web Analytics Connector (WAC). This functionality automatically appends tracking parameters, such as UTM parameters, to all URLs in outgoing emails. This allows for detailed tracking of email effectiveness within analytics platforms like Google Analytics. The Web Analytics Connector can be configured within Email Studio to include specific UTM parameters as required by marketing strategies.

Following a Contact Delete request, certain data types remain within the account:

B. Contact data in non-sendable data extensions: This data does not directly link to an individual's subscriber key or contact ID, allowing it to persist in the system for reporting and analytical purposes without targeting specific individuals.

C. General tracking data at the job level: This includes aggregated data on email opens, clicks, and other engagement metrics collected at the campaign level, not tied to individual contact identities, thus remaining in the system post-deletion.

Journey Builder and Mobile Push are two products that would allow them to send push notifications to customers with their mobile app. Journey Builder is a product that allows marketers to create and execute cross-channel customer journeys based on events, activities, and goals. Journey Builder can be used to send push notifications to mobile app users as part of a journey. Mobile Push is a product that allows marketers to create, manage, and deliver push notifications to mobile app users. Mobile Push can be used to send push notifications as standalone messages or as part of a journey

A functionality unique to Journey Builder that is not available in Automation Studio:

Wait Activities: Journey Builder provides the flexibility to configure wait times based not just on a fixed duration but also until a specific date or time, which is essential for personalizing the timing of customer interactions based on individual behaviors or milestones.

To sync specific contacts from Sales Cloud to Marketing Cloud without syncing all contacts, particularly when not all contacts need email communications, the admin should use a Boolean field to filter the contacts. This can be configured in the Contact Builder under Data Sources. A Boolean field allows for a simple true/false condition that can be set in Sales Cloud and used to control which records are synchronized based on their relevance for email communication. This method ensures that only contacts marked true (or false, depending on the setup) are brought into Marketing Cloud, efficiently managing the sync and keeping irrelevant contacts out of the system.

To configure Sales Cloud objects to be synced and leveraged in Marketing Cloud, the Marketing Cloud admin should navigate to "Setup > Data Management > Synchronized Data Extensions" in Marketing Cloud. This path allows the admin to set up and manage the synchronization of specific Sales Cloud data objects and fields into Marketing Cloud, enabling the creation of segmented audiences based on this data.

The best solution to reduce manual workloads and improve customer experience for Northern Trail Outfitters, given the increase in customer purchases, is to implement D. A triggered message to send an email as soon as a customer completes a purchase. This approach automates the process of sending order confirmations and ensures that customers receive timely and relevant communications immediately after their purchase, enhancing their experience and reducing the workload on the team.

Configure the business unit data retention setting to 12 months is the policy that the Marketing Cloud admin could configure in Setup. Business unit data retention setting is a setting that allows marketers to specify how long records in data extensions should be retained at the business unit level. By configuring the business unit data retention setting to 12 months, any inactive data that is older than 12 months will be automatically deleted from the data extensions in that business unit2

Before using Goals in Journey Builder, consider the following:

B. Goals are created to evaluate journey performance: Goals help measure how well a journey is performing against specific objectives, allowing for adjustments and improvements.

C. Goals can act as exit criteria: When a contact meets the goal criteria, they can be set to exit the journey, making goals a powerful tool to dynamically manage contact flow based on behavior or achievements.

D. Contacts are evaluated against the goal after a wait activity: This setup ensures that contacts have time to perform the expected action before being evaluated against the goal, which can be crucial for accurately measuring engagement and responses.

To confirm the theory that the CSV file has an invalid format causing the automation to fail, the Marketing Cloud admin should C. Update the Import definition to include a notification email address. This setting allows the admin to receive notifications and a file of bad data rows when the import process encounters issues, such as invalid data formats, helping to quickly identify and resolve the format errors.

In Salesforce Marketing Cloud, linking new data extensions in Data Designer to existing contact records requires using a "Unique Contact Identifier." This identifier ensures that each record in the data extension can be uniquely associated with a corresponding record in the contact database, thereby enabling accurate targeting, segmentation, and personalization. It is vital that this identifier is consistently used across data extensions to maintain data integrity and proper linkages.

To address the issue of Northern Trail Outfitters' employees not receiving emails due to spam filters, the Marketing Cloud admin should provide the IT team with a list of relevant IP addresses to whitelist in their spam filters. This action will help ensure that emails sent from Marketing Cloud do not get blocked by the company's email security systems, thereby improving deliverability and ensuring that internal communications reach their intended recipients.

A multiplier is applied to each SMS message based on the destination country, which could explain why NTO is already at 75% utilization for their annual Super Messages. For example, sending an SMS message to a subscriber in Germany consumes 1.5 Super Messages, while sending an SMS message to a subscriber in India consumes 3 Super Messages. The other options are not true or relevant.

To configure multiple business units in Marketing Cloud to use the same SFTP directory, the most efficient method is to copy the parent SFTP user credentials into each child business unit. This approach ensures all business units access the same SFTP directory for file transfers, maintaining consistency and simplifying management of file access across the business units. This setup avoids the complexity and maintenance of separate SFTP users for each business unit, streamlining operations.

The out-of-the-box Subscription Center can display publication lists and lists, which are two types of data structures that can be used to manage subscribers’ preferences and opt-outs. Data extensions and groups are not supported by the out-of-the-box Subscription Center, but they can be used in a custom Subscription Center.