CRT-550 Sample Questions Answers

To enable data extensions for sending SMS messages from MobileConnect, Northern Trail Outfitters should add two fields to their data extensions: a field of Locale type containing the country code and a field of Phone type containing the mobile number. These fields are required for MobileConnect to identify and send messages to mobile subscribers. References:https://help.salesforce.com/s/articleView?id=sf.mc_moc_create_a_data_extension_for_mobileconnect.htm &type=5

Two options that would prevent the customer from duplicatingrecords when implementing a Sales Cloud instance are:

• Get existing records updated with new Keys sourced from Sales Cloud instance. This option will allow the customer to update their existing records in Marketing Cloud with new keys that match their SalesCloud records, such as Contact ID or Lead ID. This will ensure data consistency and avoid duplication across both systems.
• Continue as normal, as Marketing Cloud Contact Models will dedupe keys by Email Address. This option will allow the customer to continue using Email Address as their primary key in Marketing Cloud, and rely on Marketing Cloud Contact Models to dedupe keys by Email Address when syncing data from Sales Cloud. This will ensure data accuracy and avoid duplication within Marketing Cloud.

Uploading CSV with Migrated Subscriber Keys to All Subscribers will not prevent duplication, as it will create new records in Marketing Cloud with different keys than the existing records. Purging the current records and carrying on with new keys sourced from Sales Cloud will result in data loss and potential compliance issues. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_subscriber_key.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_co_contact_key.htm &type=5

Transactional email send with the event notification service response can be used to send password reset emails and get real-time feedback on the delivery status. If the email is not sent, an API call can be triggered to send an SMS message instead. References: https://help.salesforce.com/articleView?id=sf.mc_es_event_notification_service.htm &type=5https://developer.salesforce.com/docs/atlas.en-us.noversion.mc-apis.meta/mc- apis/messageDefinitionSends.htm

A SQL query is an automation studio activity that allows querying data from data extensions or data views using SQL statements. A data view is a system-generated table that stores information about subscriber actions, such as clicks, opens, bounces, etc. The _Click data view contains information about each click event for each subscriber in the last six months. By creating and executing a SQL query against the _Click data view, the customer can identify all subscribers who clicked on a link within any email sent within the last six months. References: https://help.salesforce.com/articleView?id=sf.mc_as_sql_query_activity.htm &type=5https://help.salesfor ce.com/articleView?id=sf.mc_as_data_view_click.htm&type=5

To use a custom sending domain and maintain deliverability for Cloud Kicks, Northern Trail Outfitters should use a Sender Authentication Package (SAP) for Cloud Kicks. A SAP is a tool that allows marketers to authenticate their emails with their own domain name and branding elements, such as links and images. A SAP also helps improve deliverability by increasing sender reputation and avoiding spam filters.

A new SAP for NTO is not needed, as they already have one for their existing brand. A private domain is not recommended for Cloud Kicks, as it does not provide full authentication or branding benefits as a SAP does. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_sender_authentication_package.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 contactsin 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=5https://help.salesforce.com/articleView?id=sf.mc_co_implementing_contacts_in_the_marketing_cloud.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

To troubleshoot why tracking details from Email Studio initiated sends are not being sent back to Sales Cloud, Northern Trail Outfitters should verify that required profile attributes are properly mapped. Required profile attributes are attributes that are needed for Marketing Cloud Connect to function properly and sync data between Marketing Cloud and Sales Cloud. These attributes include Email Address, Subscriber Key, First Name, Last Name, and Full Name. References:https://help.salesforce.com/s/articleView?id=sf.mc_co_troubleshoot_marketing_cloud_connect_configuration_issues.htm &type=5

Datorama is a product that enables marketers to connect and unify their data sources, visualize and analyze their data, andoptimize 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_datoram a.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.co m/articleView?id=sf.mc_es_publication_lists.htm&type=5https://help.salesforce.com/articleView?id=sf.mc_es_auto_suppression_lists.htm &type=5

To encourage customers who made a purchase on theirwebsite without leaving a review to come back and review their purchase, Northern Trail Outfitters should use Google Analytics 360. Google Analytics 360 is a tool that allows marketers to measure website activity and behavior, such as purchases and reviews, and create audiences based on those metrics. These audiences can then be used as entry sources for journeys in Marketing Cloud that send targeted messages to customers. References:https://help.salesforce.com/s/articleView?id=sf.mc_co_google_analytics_360_integration_overview.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/s/articleView?id=sf.mc_moc_blockout_window.htm &type=5

To pull data from the SendLog for troubleshooting based on email address without coding experience, Northern Trail Outfitters should filter data using a Filter Activity on SendLog DataExtension. A Filter Activity is an activity that allows marketers to create filtered data extensions based on criteria and conditions without coding. A SendLog Data Extension is a custom data extension that captures send-time values for each subscriber in an email send. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_filter_activity.htm &type=5https://help.salesforce.com/s/articleView?id=sf.mc_es_create_a_sendlog_data_extension.htm &type=5

A limitation that the consultant should consider when recommending Field-Level Encryption is that Field-Level Encryption doesn’t support segmenting, filtering, or querying encrypted fields. Field-Level Encryption is a feature that allows marketers to encrypt sensitive data in Marketing Cloud using encryption keys and algorithms. However, encrypted fields cannot be used for segmenting subscribers using filters or queries, as they cannot be evaluated or compared with other values. References:https://help.salesforce.com/s/articleView?id=sf.mc_overview_field_level_encryption.htm &type=5

To inject customers into journey B based on email engagement in journey A, Northern Trail Outfitters should use an engagement split followed by a contact activity in journey A. The engagement split can evaluate if customers opened or clicked the email in journey A. The contact activity can update a boolean field on an engagement data extension that indicates if customers are eligible for journey B. Then, an automation can run a query activity to select the customers who have the boolean field set to true and inject them into journey B. References: https://help.salesforce.com/s/articleView?id=sf.mc_jb_engagement_split.htm &type=5https://help.salesforce.com/s/art icleView?id=sf.mc_jb_contact_activity.htm&type=5

 A File Drop Automation can be used to trigger anautomation 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=5https://help.salesforce.com/s/article View?id=sf.mc_as_query_activity.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=5https://hel p.salesforce.com/s/articleView?id=sf.mc_jb_journey_builder.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 Manualevent. 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 DropStarting 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 recurringintervals.

%%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

To send an email with personalized fields from multiple data extensions without coding experience, Northern Trail Outfitters should combine the data outside of Marketing Cloud and upload it into a sendable data extension. This will allow them to have all the required fields for personalization in one data source and avoid using complex scripting or queries to join and filter data from multiple data extensions.

Establishing data relationships and creating data filters would not help with personalization, as they are used for segmentationpurposes. Creating SQL query activities would require coding skills andexperience with SQL syntax. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_send_email_using_a_data_extension.htm &type=5

Three questions that are relevant todetermining 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 ortrigger 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 isnot 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 send a welcome email to contacts when a contact record is added as a campaign member to a ‘Loyalty Member’ campaign in SalesCloud, 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

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 extensionwith 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_da ta_retention_policies.htm&type=5https://help.salesforce.com/s/articleView?id=sf.mc_co_create_a_new_data_extension _from_an_existing_data_extension.htm&type=5

To send SMS and push notifications together with emails as part of a new customer onboarding journey, Northern Trail Outfitters should use a GUID or another generated ID for Contact Key. A Contact Key is a unique identifier for each contact in Marketing Cloud across different channels and platforms. A GUID or another generated ID is recommended as a Contact Key because it is persistent, consistent, and channel-agnostic. References:https://help.salesforce.com/s/articleView?id=sf.mc_co_subscriber_key.htm &type=5

A random split activity is an automation studio activity that randomly splits a data extension into multiple groups based on percentage or number of records. It can be used to create test groups for different messaging strategies or to segment a large audience into smaller batches for sending. It can handle up to 12 groups and up to 50 million records per group. References:https://help.salesforce.com/articleView?id=sf.mc_as_random_split_activity.htm &type=5

A SenderAuthentication Package (SAP) is a set of features that authenticate an email sender’s identity and reputation, such as a private domain, a dedicated IP address, a link customization, and a reply mail management. A SAP can benefit customers who send large volumes of emails (such as500,000 per month) and want to have consistent email branding with their domain (such as sender address, links, images, etc.). A SAP can also improve deliverability and avoid spam filters by proving that the sender is legitimate and trustworthy. References:https://help.salesforce.com/articleView?id=sf.mc_es_sender_authentication_package.htm &type=5

To make sure the decision splits reflect the correct tent for each customer, Northern Trail Outfitters should use Entry Data as the type of data in the decision splits. Entry Data is thedata that is captured at the time of entry into a journey and remains static throughout the journey. Entry Data can include data from data extensions, Salesforce objects, or API events. Using Entry Data will ensure that the decision splits are based on the tent that each customer bought at the time of entry, and not affected by any subsequent purchases or data changes. References:https://help.salesforce.com/s/arti cleView?id=sf.mc_jb_entry_data.htm&type=5

To send notifications to customers when their orders are ready for in-store pickup via SMS or email depending on their communications preference, Northern Trail Outfitters should use a Journey Builder multi-step journey with an API entry event and a decision split. A Journey Builder multi-stepjourney allows marketers to create personalized customer experiences across different channels and platforms. An API entry event allows marketers to inject contacts into a journey based on real-time events or data from external systems, such as order status updates. A decision split allows marketers to route contacts to different paths or activities based on their attributes or behaviors, such as communications preference. References: https://help.salesforce.com/s/articleView?id=sf.mc_jb_journey_builder.ht m&type=5 https://help.salesforce.com/s/articleView?id=sf.mc_jb_api_event.htm &type=5https://help.salesforce.com/s/articleView?id=sf.mc_jb_decision_split.htm &type=5

Using RMM personalization strings to render the email reply body can be used to include the body of marketing email replies captured by Reply Mail Management (RMM) within auto-forwarded messages to their Customer Success team. RMM personalization strings are variables that can be inserted into auto-forwarded messages to display information from the original reply message, such as subject line, sender address, or reply body. References:https://help.salesforce.com/s/articleView?id=sf.mc_es_reply_mail_management_perso nalization_strings.htm&type=5

To integrate a new dataset with pre-existing contacts, Northern Trail Outfitters should create a new data extension and link it to the other data extension. A data extension is a table that stores data in Marketing Cloud, such as contact information or purchase history. Data extensions can be linked by common fields or attributes using Contact Builder or SQL queries. References:https://help.salesforce.com/s/articleView?id=sf.mc_es_data_extensions.htm &type=5

The Transactional Messaging API can be used to send email to customers who log in for the first time on a new IP. TheTransactional 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

Three tasks that a consultant would suggest for using Journey Builder instead of Automation Studio are:

• Building simple segmented campaignswithout SQL queries. Journey Builder allows marketers to create simple segmented campaigns using filters and rules without writing SQL queries. Automation Studio requires SQL queries for creating complex segments using data extensions.
• Designing decision logic via an intuitive user interface. Journey Builder allows marketers to design decision logic using activities such as decision splits, engagement splits, or random splits via an intuitive user interface. Automation Studio requires scripting or coding for creating decision logic using activities such as script activities or verification activities.
• Setting behavior-based goals. Journey Builder allows marketers to set behavior-based goals using criteria such as email opens, clicks, conversions, or custom events. Automation Studio does not have a feature for setting behavior-based goals.

Processing zipped encrypted files containing subscriber data is a task that a consultant would suggest for using Automation Studio instead of Journey Builder, as AutomationStudio has activities such as file transfer activities or import file activities that can handle zipped encrypted files. Creating customer segments from multiple data extensions is a task that a consultant would suggest for using Automation Studio insteadof Journey Builder, as Automation Studio has activities such as query activities or filter activities that can create customer segments from multiple data extensions. References: https://help.salesforce.com/s/articleView?id=sf.mc_jb_journey_builder.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_as_automation_studio.htm &type=5

A Verification Activity can be used to preventemails from being sent if they exceed a certain number of contacts. A Verification Activity checks the number of records in a data extension or list and stops the automation if the number is above or below a specified threshold. References:https://help.salesforce.com/s/articleView?id=sf.mc_as_verification_activity.htm &type=5

An auto-suppression list populated with theknown 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

This setting allows the consultant to verify the sender's identity and configure the incoming email settings. Reference: https://h elp.salesforce.com/articleView?id=mc_es_sap_overview.htm&type=5

To redirect its emails to Marketing Cloud servers for processing, Northern Trail Outfitters should use a Sender Authentication Package. A Sender Authentication Package is a feature that allows marketers to authenticate their email sends with their own domain and branding, instead of using Marketing Cloud’s default domain and branding. This will improve email deliverability and reputation, as well as provide more control over email settings andpreferences. References:https://help.salesforce.com/s/articleView?id=sf.mc_es_sender_authentication_package.htm &type=5

SOAP API calls updating objects and CreateSalesforceObject() AMPscript are both types of APIcalls that are counted against the rolling 24-hour limit in Salesforce. Login calls and bulk API calls are not counted against this limit. References: https://developer.salesforce.com/docs/atlas.en-us.api_rest.meta/api_rest/intro_api_concepts_limits.htm https://developer.salesforce.com/docs/atlas.en-us.noversion.mc-programmatic-content.meta/mc-programmatic-content/createsalesforceobject.htm

A synchronized data extension is a data extension thatis automatically populated with data from Sales Cloud objects using Marketing Cloud Connect. A query activity is an automation studio activity that allows querying data from data extensions or data views using SQL statements. A Salesforce data extension isa type of data extension that stores data imported from Sales Cloud reports or campaigns using Marketing Cloud Connect. By querying synchronized data extensions using a query activity to a Salesforce data extension, the customer can segment contacts basedon complex criteria without relying on Sales Cloud reports or campaigns. Then, by sending via Email Studio Send Flow to the Salesforce data extension, the customer can leverage tracking and reporting features of Marketing Cloud Connect. References: https://help.salesforce.com/articleView?id=sf.mc_co_data_integration_synchronized_data_sources.htm&type=5https://help.salesforce.com/articleView?id=sf.mc_es_sen d_email_send_flow.htm&type=5

A File Drop Automation with a Verification Activity can be used to fulfill the requirement of sending an email to all contacts who have signed up for its newsletter, but have not joined its loyalty program. A File Drop Automation can be used to trigger an automation when a file is uploaded to the Marketing Cloud FTP. A Verification Activity can be used to check the number of records inthe file and stop the automation if the file is empty. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_define_a_triggered_automation.htm &type=5https://help.salesforce.com/s/articleView?id=sf.mc_as_verification_activity.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=5https://help.salesforce.com/articleView?id=sf.mc_co_best_practices_for_creating_a_business_unit_structure.htm &type=5

• The Shipment object requires a Lookupto Lead or Contact1. This is becausetriggered 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 beforeor after certain operations on an object2, and it can be used to invoke the Marketing Cloud integration action that triggers the email send3.

Two potential reasons for SMS responses getting the default keyword response rather than the appropriate next keyword response are:

• Responses are not sent within the Conversation Window. The Conversation Window is a setting that defines how long MobileConnect waits for a response from a subscriber after sending an outbound message. If a subscriber responds after the Conversation Window expires, MobileConnect treats their response as a new inbound message rather than part of an ongoing conversation.
• Next keyword was not specified on the outbound message. The Next Keyword is a setting that defines what keyword MobileConnect expects from a subscriber after sending an outbound message. If a subscriber responds with a different keyword than what MobileConnect expects, MobileConnect treats their response as a new inbound message rather than part of an ongoing conversation.

Responses containing “stop” in the message content will not get the default keyword response, but rather an opt-out confirmation message. Responses sent with AMPscript in body will not affect how MobileConnect handles responses, as AMPscript isonly evaluated at send time. References: https://help.salesforce.com/s/articleView?id=sf.mc_moc_conversation_window.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_moc_next_keyword.htm &type=5

To use Case data from Service Cloud as part of their current email messaging campaign, Northern Trail Outfitters should use Synchronized Data Extensions on the Case Object with a Boolean filter on the Contact Me field. Synchronized Data Extensions are data extensions that allow marketers tosync data from Sales Cloud or Service Cloud objects into Marketing Cloud using filters and schedules. Using Synchronized Data Extensions on the Case Object with a Boolean filter on the Contact Me field will allow Northern Trail Outfitters to import cases that indicate the customer wants someone to contact them after the case is closed. References:https://help.salesforce.com/s/articleView?id=sf.mc_co_synchronized_data_sources.htm &type=5

QUESTIONNO:118

Northern Trail Outfitters has several business units (BU) and each BU uses specific data extensions, like Product Information.

How Should they configure these data sources?

A. Share data extensions from the top-level BU.

B. Create a local copy ofthe product data in each BU.

C. Use the File Transfer Activity to import data into each BU.

D. Give users the Administrator Role so they can see all of the data.

Answer: A

To configure specific data extensions, like Product Information, that are used by several business units (BU), Northern Trail Outfitters should share data extensions from the top-level BU. Sharing data extensions from the top-level BU allows marketers to grant access to common data sources across multiple child BUs without creating localcopies or duplicating data. References:https://help.salesforce.com/s/articleView?id=sf.mc_co_share_data_extensions_across_busines s_units.htm&type=5