Marketing-Cloud-Consultant Exam Dumps - Salesforce Certified Marketing Cloud Consultant Exam (SU24)

• How many API calls are expected to be made at peak hourly rate? This question will help determine if they have enough API limits and bandwidth for importing large volumes of data via REST API into Marketing Cloud. The REST API has limits on how many requests can be made per hour per account based on license type and edition.
• Why do they require 10 years’ historical data in Marketing Cloud? This question will help determine if they have a valid business case and use case for importing large volumes of historical data into Marketing Cloud. Depending on their marketing objectives and strategies, they may not need 10 years’ historical data in Marketing Cloud, which could reduce their storage needs and costs.

What time of day are the API calls made is not relevant to determining a solution for importing large volumes of data via REST API into Marketing Cloud, as it does not affect how data is imported or processed. Whether someone needs to be notified if an error happens on import is not relevant to determining a solution for importing large volumes of data via REST API into Marketing Cloud, as it does not affect how data is imported or processed. References: https://help.salesforce.com/s/articleView?id=sf.mc_overview_large_data_extensions.htm &type=5 https://developer.salesforce.com/docs/atlas.en-us.noversion.mc-apis.meta/mc-apis/using_the_rest_api.htm

To send out a biweekly newsletter with personalized property listings for new contacts added to a newsletter campaign in Salesforce CRM, a real estate agency should use Automation Studio to prepare personalization data and initiate journey. Automation Studio can run a scheduled automation that imports new contacts from Salesforce CRM into a data extension, runs query activities to join and filter property data based on contact criteria, and injects contacts into a journey that sends the newsletter with personalized content. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_import_activity.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_as_query_activity.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_jb_journey_builder_audience.htm &type=5

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

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

GTL (Guide Template Language) is a scripting language that allows parsing and displaying JSON or XML data within an email. GTL can be used to make API calls to external services, such as the Sunny Sky API, and display the response within the email. For example, NTO can use the HTTPGet() AMPscript function to retrieve the weather information from the Sunny Sky API as a JSON object, and then use the TreatAsContent() AMPscript function to parse and display the JSON object using GTL tags and variables. References: https://help.salesforce.com/articleView?id=sf.mc_es_guide_template_language.htm &type=5 https://help.salesforce.com/articleView?id=sf.mc_es_httpget_ampscript_function.htm &type=5 https://help.salesforce.com/articleView?id=sf.mc_es_treatascontent_ampscript_function.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=5 https://developer.salesforce.com/docs/atlas.en-us.noversion.mc-apis.meta/mc- apis/messageDefinitionSends.htm

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

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

To query Marketing Cloud for send data across SMS, Push, and email, Northern Trail Outfitters should use _Send Data Views. Data Views are system-generated tables that store tracking and system data for different channels and platforms in Marketing Cloud. _Send Data Views contain information about email sends, SMS sends, and push sends across different business units and accounts. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_data_view_send.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 Sales Cloud, Northern Trail Outfitters should use Salesforce Triggered Sends. Salesforce Triggered Sends are emails that are sent from Marketing Cloud in response to events or changes in Sales Cloud objects, such as contacts or campaign members. Salesforce Triggered Sends allow marketers to send timely and relevant emails based on Sales Cloud data and actions. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_salesforce_triggered_sends.htm &type=5

Two best practices that should be utilized for configuring customer data for long-term cleanliness and maintainability are:

• When using an external database of record, utilize that system’s identifier as the contact key. This will ensure that contacts can be identified and tracked across different channels and platforms using a consistent and persistent value.
• Define the subscriber key as a unique value that does not relate to a specific channel. This will allow contacts to change their email or mobile device without affecting their subscriber key or losing their tracking history.

Configuring Contact Builder to automatically generate a unique subscriber key is not recommended, as it may create duplicate or inconsistent records if contacts already have an identifier in another system. Regularly merging duplicate contacts is not a best practice, but rather a remedial action that should be avoided by using proper data hygiene techniques. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_subscriber_key.htm &type=5

To encourage customers who made a purchase on their website 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

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 segmentation purposes. Creating SQL query activities would require coding skills and experience with SQL syntax. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_send_email_using_a_data_extension.htm &type=5

Two considerations that should be made about tokenized sending are:

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

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

To export a data file to its SFTP containing all subscribers who did not receive their intended email in the last 24 hours, Northern Trail Outfitters should use a Data Extract Activity in their automation. A Data Extract Activity is an activity that allows marketers to extract data from Marketing Cloud and place it in a file on an Enhanced FTP location or an external SFTP location. The Data Extract Activity can use different extract types, such as Tracking Extract or Data Extension Extract, to export different types of data. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_data_extract_activity.htm &type=5

Synchronized data extensions are data extensions that are automatically populated with data from Sales Cloud objects using Marketing Cloud Connect. They can be configured with filters to limit the records that are imported based on criteria such as field values or record types. By using synchronized data extensions with a filter on the consent checkbox field, NTO can import their Sales Cloud data into Marketing Cloud and leverage it within Journey Builder. Synchronized data extensions can be refreshed as frequently as every 15 minutes, which meets the requirement of having no more than 30 minutes delay. References: https://help.salesforce.com/articleView?id=sf.mc_co_data_integration_synchronized_data_sources.htm &type=5 https://help.salesforce.com/articleView?id=sf.mc_co_implement_synchronized_data_sources_best_practices.htm &type=5

To send an email to customers who need to reset their password on their website, Northern Trail Outfitters should use Transactional Messaging API. Transactional Messaging API is a tool that allows marketers to send transactional emails with high priority and reliability. The emails are sent as quickly as possible and can be personalized with dynamic content. The web server can receive a notification when the email is sent by using callbacks or tracking events. References: https://help.salesforce.com/s/articleView?id=sf.mc_rn_transactional_messaging_api.htm &type=5

This setting allows the consultant to verify the sender's identity and configure the incoming email settings. Reference: https://help.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 and preferences. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_sender_authentication_package.htm &type=5

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

Three considerations that should be made before implementing MobileConnect are:

• Long and Short Codes are not available for all countries. Long codes are local phone numbers that can be used for sending SMS messages in some countries, while short codes are special numbers that can be used for sending SMS messages in other countries. However, not all countries have long codes or short codes available or supported by MobileConnect.
• Inbound messaging only works with local Long or Short Codes. Inbound messaging is the ability to receive SMS messages from subscribers in response to outbound messages or keywords. This feature only works with local long codes or short codes that match the country of the subscriber’s mobile number.
• Not all countries are supported by MobileConnect. MobileConnect relies on mobile operators and aggregators to deliver SMS messages to different countries, but not all countries have these services available or supported by MobileConnect.

NTO would not be charged by mobile operators directly for messages, as they would pay for message credits or bundles through Marketing Cloud billing. Opting in for messages can be done via inbound message or other methods, such as web forms or APIs. References: https://help.salesforce.com/s/articleView?id=sf.mc_moc_mobileconnect_overview.htm &type=5

To import the data, segment the data, and execute the daily sends as soon as the file is generated by the data lake instance, Northern Trail Outfitters should use a triggered automation that contains an import activity, a series of query activities, and a series of sends. A triggered automation can start when a file is dropped in a specified location, such as an FTP folder. An import activity can import the file into a data extension. A series of query activities can segment the data based on the criteria for different campaigns. A series of sends can send the emails to the segmented data extensions. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_automation_studio_triggers.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_as_import_activity.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_as_query_activity.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_es_create_a_user_initiated_email_interaction.htm &type=5

To get real-time updates on transactional email metrics, such as Sent and Not Sent, Northern Trail Outfitters should use Event Notification Service. Event Notification Service is a feature that allows marketers to receive real-time notifications of email tracking events via webhooks or APIs. Event Notification Service can help marketers monitor and troubleshoot transactional email sends and ensure compliance with legal obligations. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_event_notification_service.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 the data 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/articleView?id=sf.mc_jb_entry_data.htm &type=5

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

The _ListSubscribers data view contains information about subscribers who belong to a specific list, including publication lists. It can be used to query subscribers based on their list ID, status, and date joined or unsubscribed. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_data_view_listsubscribers.htm &type=5

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

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

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

To fulfill the requirement that the data in the sandbox should never be mixed with data in production during testing cycles, Northern Trail Outfitters should implement two separate Marketing Cloud instances. A Marketing Cloud instance is an independent environment that contains its own data, configuration, and functionality. Having two separate instances for sandbox and production will ensure data isolation and security during testing cycles. References: https://help.salesforce.com/s/articleView?id=sf.mc_overview_marketing_cloud_instances.htm &type=5

To set up a real-time, API-driven way to be alerted when transactional messages fail to send out of Marketing Cloud, Northern Trail Outfitters should have an external system to receive and confirm callback and subscriptions. Callbacks are notifications that Marketing Cloud sends to an external system when certain events occur, such as message failures or bounces. Subscriptions are requests that specify which events and messages an external system wants to receive callbacks for. References: https://developer.salesforce.com/docs/atlas.en-us.noversion.mc-apis.meta/mc-apis/transactional-messaging-api.htm

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

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

Journey Builder can be used to send a weekly coupon campaign with a reminder three days later at the subscribers’ optimized send time. Journey Builder allows users to create cross-channel customer journeys that deliver personalized messages at the right time and on the right channel. Journey Builder can use Einstein Send Time Optimization to determine the optimal time to send an email based on each subscriber’s past engagement behavior. 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_jb_einstein_send_time_optimization.htm &type=5

To inform NTO’s marketing manager if more than 1,000 records are ever imported through this automation, and prevent the sendable data extension from being updated that day, the consultant should place a Verification Activity between the import and SQL Query activity. A Verification Activity is an activity that allows marketers to verify if certain conditions are met before proceeding with the next activity in an automation. For example, a Verification Activity can check if the number of records in a data extension is above or below a specified threshold, and send an email notification or stop the automation based on the result. References: https://help.salesforce.com/s/articleView?id=sf.mc_as_verification_activity.htm &type=5

The Contact ID field name should be included in the report in addition to email address when using a Send Flow in Content Builder. The Contact ID is a unique identifier for each contact in Sales Cloud and Marketing Cloud. It is required for sending emails to contacts using a Send Flow. The other field names are not required for this purpose. References: https://help.salesforce.com/s/articleView?id=sf.mc_co_send_flow.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_co_contact_id.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

To automate a weekly SMS message to contacts who have a birthday that week, the Refresh Mobile Filtered List activity can be used to update the filtered list based on the birth date criteria. The Outbound Send activity can then be used to send the SMS message to the contacts in the filtered list. References: https://help.salesforce.com/s/articleView?id=sf.mc_moc_refresh_mobile_filtered_list.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_moc_outbound_send.htm &type=5

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

To send an email confirming opt-in when someone signs up for their emails via a form on their website, a triggered send data extension can be used to capture the form data and deploy the email. The triggered send data extension can be linked to a triggered send definition that contains the email creative and settings. The developer can use the SOAP or REST API to trigger the email from the website form, and the marketing team can change the email creative without involving the developer. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_triggered_sends.htm &type=5 https://help.salesforce.com/s/articleView?id=sf.mc_es_create_triggered_send_data_extension.htm &type=5

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

• Building simple segmented campaigns without 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 Automation Studio 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 instead of 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

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