Marketing-Cloud-Administrator Sample Questions Answers

To ensure sensitive information needed for email sends is not imported and stored in Marketing Cloud, NTO should implement Tokenized Sending4. Tokenized Sending is a feature that allows NTO to send emails using encrypted tokens instead of actual email addresses. The tokens are generated by an external system and stored in a secure database outside of Marketing Cloud. When NTO sends an email, Marketing Cloud sends the token to the external system, which decrypts it and returns the actual email address. This way, NTO can avoid importing and storing sensitive information in Marketing Cloud. The other options are incorrect because:

• Transparent Data Encryption. This is a feature that encrypts data at rest in Marketing Cloud using encryption keys managed by Salesforce. However, this feature does not prevent NTO from importing and storing sensitive information in Marketing Cloud; it only protects it from unauthorized access5.
• Key Management. This is a feature that allows NTO to manage their own encryption keys for data at rest in Marketing Cloud using an external key management system. However, this feature does not prevent NTO from importing and storing sensitive information in Marketing Cloud; it only gives them more control over their encryption keys.
• Field Level Encryption. This is a feature that encrypts specific fields in data extensions using encryption keys managed by NTO. However, this feature does not prevent NTO from importing and storing sensitive information in Marketing Cloud; it only encrypts it within data extensions.

To ensure Individual Email Results are pushed back into Sales Cloud for a particular send, the admin should confirm that the data extension is located in the Salesforce Data Extensions folder. The Salesforce Data Extensions folder is a special folder that contains data extensions that are integrated with Salesforce CRM via Marketing Cloud Connect. Only data extensions in this folder can be used for sending emails with Individual Email Results tracking enabled. The other options are incorrect because:

• The send relationship links Subscriber Key to Subscribers on Email Address. This is a setting that defines how subscribers are identified and matched between a sendable data extension and All Subscribers. However, this setting does not affect whether Individual Email Results are pushed back into Sales Cloud; it only affects how email addresses and subscription statuses are updated in Marketing Cloud.
• The data extension is located in the Synchronized Data Extensions folder. The Synchronized Data Extensions folder is a special folder that contains data extensions that are synchronized from Salesforce CRM via Marketing Cloud Connect. However, these data extensions cannot be used for sending emails directly; they can only be used as sources for filtered or query-based data extensions.
• The triggered Send Data Extension data extension template was used. This is a predefined data extension template that contains a set of standard fields for logging triggered send data. However, this template does not affect whether Individual Email Results are pushed back into Sales Cloud; it only affects what information is stored in Marketing Cloud.

To send a promotional email to one million subscribers, NTO should use a data extension as their data structure. A data extension is a table that stores subscriber data in Marketing Cloud. A data extension can store up to 30 million records per data extension and up to 100 million records per account2. A data extension can also support advanced segmentation, personalization, and reporting features for email sends

 To link the new data extensions to the existing contact records, the subscriber ID value should be used. Subscriber ID is a unique identifier for each contact in Marketing Cloud and is automatically generated when a contact is created. It can be used to relate data extensions in Data Designer.

Data extensions are necessary for Contact Builder is the statement that differentiates the use of data extensions over lists. Data extensions are tables that store subscriber data and can be linked to other data extensions or data sources via Contact Builder. Contact Builder is a tool that allows marketers to create a unified view of their contacts and manage their relationships with other data entities. Lists are collections of subscribers that cannot be linked to other data sources via Contact Builder.

To assist in reducing threats from malicious API attacks, NTO should enable IP Whitelisting3. IP Whitelisting is a security feature that allows NTO to specify a list of trusted IP addresses that can access Marketing Cloud via API. Any API requests from IP addresses that are not on the whitelist will be rejected. This way, NTO can prevent unauthorized or malicious API access to their Marketing Cloud account. The other options are incorrect because:

• Field Level Encryption. This is a security feature that encrypts specific fields in data extensions using encryption keys managed by NTO. However, this feature does not prevent malicious API attacks; it only protects data at rest in Marketing Cloud from unauthorized access.
• Advanced Audit Trail. This is a security feature that tracks and logs user activity and changes within Marketing Cloud. However, this feature does not prevent malicious API attacks; it only provides visibility and accountability for user actions in Marketing Cloud.
• Single Sign on Authentication. This is a security feature that allows users to log in to Marketing Cloud using their credentials from an external identity provider. However, this feature does not prevent malicious API attacks; it only simplifies and standardizes user authentication for Marketing Cloud.

 To ensure a notification is received when the query fails, the admin should add their email address in the automation “Runtime Error or Skipped Run Notification Settings”. This setting allows the admin to specify an email address or a data extension to receive notifications when an automation encounters a runtime error or a skipped run. A runtime error occurs when an activity within an automation fails to execute, such as a query that has invalid syntax or references a non-existent data extension. A skipped run occurs when an automation is scheduled to run but does not run because the previous run is still in progress. The other options are incorrect because:

• Install the Marketing Cloud App on phone to receive Push Messages. This option will not ensure a notification is received when the query fails, as the Marketing Cloud App does not support push notifications for automation errors or skipped runs. The Marketing Cloud App only supports push notifications for Journey Builder entry events and email sends.
• Add their Email Address in the Query Activity Notifications Field. This option will not ensure a notification is received when the query fails, as the Query Activity Notifications Field only sends notifications when the query completes successfully. The notifications include information such as the number of records processed, added, updated, skipped, or failed.
• Configure the “Event Notification Service” in Setup with their Email Address. This option will not ensure a notification is received when the query fails, as the Event Notification Service is a feature that allows external systems to subscribe to events that occur in Marketing Cloud, such as email sends, opens, clicks, bounces, and unsubscribes. The Event Notification Service does not support events related to automation errors or skipped runs.

 Einstein Email Recommendations is a product that enables a Marketing Cloud admin to observe customer behavior, build performance profiles and deliver the next best content. This product uses predictive intelligence to recommend products or content based on each customer’s preferences and actions. The other products do not have this capability.

To correct the issue of insufficient user permissions, the admin should apply the Administrator and Marketing Cloud Administrator permission sets to the user. These permission sets grant access to the Marketing Cloud tab in Sales Cloud and allow the user to complete the integration. The Marketing Cloud for AppExchange Admin option is not enough to grant access to the Marketing Cloud tab

The aspects that would confirm that SAP has been set up on NTO’s account are:

• Upon receiving an email, all tracked links start with click.email.nto.com. This indicates that NTO has configured their SAP with their own domain name (email.nto.com) and subdomain name (click) for link tracking.
• Cloudpages personalized URLs are served from cloud.email.nto.com. This indicates that NTO has configured their SAP with their own domain name (email.nto.com) and subdomain name (cloud) for Cloudpages. The other options are incorrect because:
• The login page for Marketing Cloud Users is login.email.nto.com and is branded with NTO colors. This does not indicate that SAP has been set up, but rather that NTO has configured their own private domain for Marketing Cloud login. This is a separate feature from SAP and does not require SAP to be enabled.
• Users receive Marketing Cloud password reset emails from help@email nto.com. This does not indicate that SAP has been set up, but rather that NTO has configured their own sender address for Marketing Cloud system emails. This is a separate feature from SAP and does not require SAP to be enabled.

To achieve the setup of sharing the same SFTP directory across each of their Marketing Cloud accounts, NTO should copy the parent SFTP user into each child business unit. This will allow each business unit to access the same SFTP directory as the parent business unit and share files among them. The other options are incorrect because:

• Child business unit SFTP user should be created. This will create a separate SFTP user and directory for each child business unit, which will not allow them to share files with the parent business unit or other child business units.
• Each business unit should have multiple SFTP users. This will create unnecessary complexity and confusion for NTO, as they will have to manage multiple SFTP users and directories for each business unit. This will also not allow them to share files among different business units easily.
• All child business units should have an individual SFTP user. This is similar to the first option, as it will create a separate SFTP user and directory for each child business unit, which will not allow them to share files with the parent business unit or other child business units.

The best way to prevent the prefix [PREVIEW] from deploying in live sends is to wrap the subject line with AMP script that checks if the send is a test send or a live send. For example:

%%[

IF _IsTestSend == true THEN

SET @subject = "[PREVIEW] " + @subject

ENDIF

]%%

Using Proof instead of [PREVIEW] does not solve the problem, as it still shows up in live sends. Adding [PREVIEW] to the subject line validation list does not prevent it from deploying, but rather prevents any email with [PREVIEW] in the subject line from being saved. Requiring several campaign approvals does not guarantee that the prefix will be removed before sending.

The best way to prevent duplicate records in Marketing Cloud is to strategically control the Contact Key values and tie records together across channels using this key. The Contact Key is a unique identifier for each contact in Marketing Cloud, and it can be set by the admin or automatically generated by Marketing Cloud. If the same Contact Key is used for a contact in both email and mobile push channels, then the contact will be unified and not duplicated.

For long term success of their Send Log data extension, NTO should consider the following three aspects:

• Apply an appropriately-scoped Data Retention period. A Data Retention period is a setting that determines how long records are kept in a data extension before they are deleted or archived. Applying an appropriate Data Retention period can help NTO manage their storage space and performance by removing old or unnecessary data from their Send Log data extension.
• Add custom fields not included in the Send Log Template. The Send Log Template is a predefined data extension template that contains a set of standard fields for logging send data. However, NTO can add custom fields to their Send Log data extension to capture additional information that is relevant to their business needs or reporting requirements.
• Log attribute data necessary for auditing communications. Attribute data is any data that is associated with a subscriber or a message, such as name, address, email type, or campaign name. Logging attribute data can help NTO audit their communications and track their performance by various criteria. The other option is incorrect because:
• Log all variable data captured in emails at send time. Variable data is any data that can change or vary depending on different factors, such as personalization strings, dynamic content, or AMPscript variables. Logging all variable data can result in excessive storage consumption and performance degradation for NTO’s Send Log data extension. NTO should only log the variable data that is essential for their reporting or analysis needs.

Using %%FILENAME_FROM_TRIGGER%% in the Import File Activity allows the automation to import any file that matches the filename pattern, regardless of the date and time stamp. This is the recommended solution for File Drop Automations

To automatically unsubscribe customers who respond to marketing emails asking to be removed from the mailing list, the admin should take two steps:

• Ensure a Custom response is enabled for Automated Response in Reply Mail Management. This will allow Marketing Cloud to process replies that contain keywords such as unsubscribe, remove, or opt out and update the subscriber status accordingly.
• Verify Reply Mail Management has been enabled in the account. This will allow Marketing Cloud to handle replies to marketing emails and route them to a designated email address or domain.

Before updating and increasing their session timeout setting, the admin should review the following three considerations:

• Frustration of users upon timeouts. The admin should consider how users feel when their sessions expire and they have to log in again. Increasing the session timeout setting can reduce user frustration and improve user experience by allowing them to stay logged in longer.
• Security risk of unauthorized users for longer timeout settings. The admin should consider how longer timeout settings can increase the security risk of unauthorized users accessing Marketing Cloud. Increasing the session timeout setting can expose user accounts and data to potential threats if users leave their devices unattended or share them with others.
• Change impacts all users. The admin should consider how changing the session timeout setting will affect all users within their account or business unit. Increasing the session timeout setting will apply to all users who log in to Marketing Cloud after the change, regardless of their roles or permissions. The other option is incorrect because:
• Typical length of time users spend in Marketing Cloud. This is not a consideration for updating and increasing their session timeout setting, as it does not affect the security or user experience of Marketing Cloud. The typical length of time users spend in Marketing Cloud may vary depending on their tasks and needs, but it does not determine how long their sessions should last before expiring.

Update the Import definition to include a notification email address is how the admin could receive a file of the bad data rows to confirm this theory. Import definition is a type of activity that allows marketers to import data from a file into a data extension or a list in Marketing Cloud. Import definition can be configured to include a notification email address that will receive an email with a link to download a file of the bad data rows after the import is completed. The file will contain the rows that failed to import and the reason for the failure

 To drive their mobile adoption strategy, NTO could use the following two report types from the Discover Reporting Tool:

• Email Performance by Device1. This report shows the number and percentage of email opens and clicks by device type, such as desktop, mobile, or tablet. This report can help NTO understand how their subscribers are engaging with their emails on different devices and optimize their email design and content accordingly.
• Time Between Send and Engagement2. This report shows the time elapsed between when an email was sent and when a subscriber opened or clicked it. This report can help NTO identify the best time to send emails to their subscribers based on their device preferences and behavior patterns.

 Microsite with Smart Capture to store entrants on a data extension is the correct component for capturing the contact information of the booth visitors. Smart Capture allows creating a form that can validate the entries and prevent duplicates. Data Extension with double opt-in status defined is the correct component for storing the entrants and their opt-in status. Double opt-in is a best practice for email marketing and ensures that the entrants have given their consent to receive the monthly newsletter.

The Export Email Allowlist feature allows the admin to specify a list of email addresses that are authorized to receive data exports from Marketing Cloud. This feature can help protect against misuse of customer data by preventing unauthorized users from exporting data without approval. The other features do not directly address the requirement of restricting data exports.

To add a set of four tracking parameters automatically to all the links in an email sent via Email Studio, the admin should suggest using the Web Analytics Connector1. The Web Analytics Connector is a feature that allows NTO to append Urchin Tracking Module (UTM) variables or other custom parameters to the links in their emails. The Web Analytics Connector can be configured at the account, business unit, or send level, and can support up to four parameters per link1.

Three Filter Activities and three Send Activities to the filtered audiences are the steps that should be included in the customer’s automation. Filter Activities are used to segment a data extension based on specific criteria, such as the member’s renewal date. Send Activities are used to send an email to a data extension or a filtered audience.

 When setting up Distributed Marketing, the admin should consider the following:

• Default options can be set up for the greeting in the email2. This allows the admin to define how the email will address the recipient, such as by first name, last name, or salutation2.
• A journey can be connected to one or more Campaigns2. This allows the admin to associate a journey with a Salesforce object, such as an opportunity or a case, and trigger personalized messages based on the Campaign status2.
• Messages can be sent to Contacts, Leads, and Person Accounts2. These are the supported recipient types for Distributed Marketing messages2. The other options are incorrect because:
• Business users cannot select any email at the time of sending2. They can only select from the pre-approved emails that are configured by the admin in Marketing Cloud2.
• The DM administrator Profile is not required to access Distributed Marketing2. The admin can use any Profile that has the appropriate permissions and settings for Distributed Marketing

Parameter Manager is the functionality that would allow this. Parameter Manager is a feature that enables marketers to automatically append tracking parameters to links in emails, such as UTM variables. Parameter Manager can be configured at the account, email, or link level

The correct answer is B because SQL can be used to cross-reference the records in each registration data extension with corresponding invitation email sends, and to send a follow-up email to customers who click on the registration link but do not complete registration. A is incorrect because AMPscript cannot be used to cross-reference records or send follow-up emails. C is incorrect because HTML cannot be used to cross-reference records or send follow-up emails. D is incorrect because CSS cannot be used to cross-reference records or send follow-up emails.

The three statements that should be considered before using Goals in Journey Builder are:

• Goals are created to evaluate journey performance. This statement is true, as goals are used to measure how well a journey is achieving its desired outcome or objective. Goals can also help NTO to optimize their journey by identifying which activities or paths are more effective in reaching the goal1.
• Goals can act as exit criteria. This statement is true, as goals can be configured to exit contacts from a journey when they meet the goal criteria. This can help NTO to save resources and avoid sending irrelevant messages to contacts who have already achieved the desired outcome or objective1.
• Contacts are evaluated against the goal after a wait activity. This statement is true, as contacts are only evaluated against the goal when they reach a wait activity in the journey. Wait activities are used to pause the journey for a specified amount of time or until a specific date or event occurs. After the wait period ends, contacts are evaluated against the goal and either exit the journey or continue to the next activity

 To resolve the issue of not being able to see the audience file in the data extension when scheduling the send, the admin should confirm that the data extension is marked as Sendable. A sendable data extension is one that has an email address field and a subscriber key field that can be used for sending emails. If the data extension is not marked as sendable, it will not appear as an option when selecting an audience for an email send. The other options are incorrect because:

• The data extension contains a Salesforce ID. This is not a requirement for sending emails from a data extension. A Salesforce ID is only needed if NTO wants to use Marketing Cloud Connect to sync data between Marketing Cloud and Salesforce CRM.
• The Data extension is marked as Sendable and Testable. This is not a valid option for marking a data extension. A data extension can only be marked as sendable or non-sendable; there is no testable option.
• The data extension is linked using the Contact Key. This is not a requirement for sending emails from a data extension. The Contact Key is only needed if NTO wants to use Contact Builder to link data across different sources and channels.

The reason why the customer continues to receive NTO’s daily digest at their old address is because the email address in All Subscribers is prioritized. All Subscribers is the master list of subscribers in Marketing Cloud that stores their email address and subscription status. When NTO sends an email to a data extension, Marketing Cloud checks if the subscriber exists in All Subscribers and uses their email address and status from there. Therefore, deleting the customer from the data extension does not affect their subscription status or email address in All Subscribers. NTO’s Marketing Cloud Admin should update or delete the customer from All Subscribers instead. The other options are incorrect because:

• Data retention settings were incorrect in the data extension. Data retention settings determine how long records are kept in a data extension before they are deleted or archived. However, this does not affect the subscription status or email address of subscribers in All Subscribers.
• Contact Builder was not configured properly. Contact Builder is a tool that allows NTO to manage their contacts and their attributes across different data sources. However, this does not affect the subscription status or email address of subscribers in All Subscribers.
• The data extension was not configured as sendable. A sendable data extension is one that has an email address field and a subscriber key field that can be used for sending emails. However, this does not affect the subscription status or email address of subscribers in All Subscribers.

Overwrite is the import type that should be used when the data extension contains all current product information and the product catalog is never the same. This import type will delete all existing records in the data extension and replace them with the new records from the CSV file

There are overlapping contacts in each of the channel is why the total contact count would be less than the total number of contacts from all data sources. Contacts are unique individuals who can be reached through one or more channels in Marketing Cloud, such as email, mobile, or social. Contacts are counted based on their Contact Key, which is a unique identifier for each contact. If a contact has multiple channels associated with them, such as email and mobile, they are only counted once in the total contact count. Therefore, if there are overlapping contacts in each of the channel, the total contact count would be less than the sum of contacts from all data sources

AMPscript conditional against the Gender field is the best method to ensure content is displayed properly within the email. It allows creating dynamic content based on the value of the Gender field in the sendable data extension. Dynamic Content Wizard is not suitable for this scenario because it requires creating content areas for each variation of content, which can be cumbersome for a customer with limited technical resources. AMPscript lookupRows functions and A/B Test content type are not relevant for this scenario.

Advertising Studio supports lookalike audiences directly from Facebook only. For other networks, such as Google and Twitter, Advertising Studio can create audience segments based on Marketing Cloud data and export them to the network’s platform, where the lookalike audience can be created manually.

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

Create separate folders and add permissions is how they should accomplish this. Folders are used to organize data extensions and other assets in Marketing Cloud. Permissions can be applied to folders to control which users can view or update the data extensions or assets within them. By creating separate folders for B2C and B2B campaigns and adding permissions accordingly, they can restrict access to data extensions based on user roles

QUESTIONNO: 95

Northern Trail Outfitters wants to know how customers are engaging with marketing communications they have sent over the last year. What action should be taken to populate the Einstein Engagement Scoring Dashboard?

A. Select one of the Predictive Algorithms then click Deploy

B. Click Deploy and results are available immediately

C. Select the channels (Emails, Push, SMS) to report on then click Activate

D. Click Activate and wait for an email notification

Answer: D

Click Activate and wait for an email notification is the action that should be taken to populate the Einstein Engagement Scoring Dashboard. Einstein Engagement Scoring is a feature that uses artificial intelligence to score subscribers based on their likelihood to open, click, or unsubscribe from emails. To activate this feature, users need to click the Activate button in the dashboard and wait for an email notification that confirms the activation and provides a link to view the scores.

The recommended best practice for font usage in email is to use a web-safe font for text that closely matches the brand’s custom font. Web-safe fonts are fonts that are commonly available across different operating systems and email clients. Using a web-safe font ensures that the email text will be displayed consistently and legibly to the subscribers

 Re-entry at any time, no re-entry, and re-entry only after exiting are the options that determine when a contact could enter a journey. These options are available in the journey settings and control how often a contact can enter the same journey based on their previous entry or exit status. Re-entry by attribute and re-entry by date are not valid options for journey re-entry.

Data extensions allow storing multiple values for an attribute for each subscriber. Profile attributes only store one value per attribute per subscriber.

 To give the marketing analyst access to all tracking data but no send activities, the admin should apply the Analyst and Marketing Cloud Viewer default user roles. The Analyst role allows the user to view tracking data, reports, and dashboards for all channels. The Marketing Cloud Viewer role allows the user to view content, subscribers, and data extensions, but not modify or send them

Automation Studio Tracking Extract is what the admin should use to get granular bounce data in bulk in a pre-defined format. Tracking Extract is a type of data extract activity that allows marketers to export tracking data from Marketing Cloud, such as bounces, clicks, opens, unsubscribes, and more. Tracking Extract can be configured to include specific fields and filters, such as date range, send type, or job ID. Tracking Extract can be run manually or scheduled via Automation Studio. The output file is in a CSV format that can be downloaded or transferred to an external location

 The Marketing Cloud admin should consider that building desirable sending history and data will be variable based on list size and engagement when sending from the new IP address. A new IP address has no reputation with ISPs and needs to be warmed up gradually by sending emails to engaged and active subscribers. The send volume and frequency should be adjusted according to the list size and engagement level of NTO’s subscribers to avoid being marked as spam or blocked by ISPs. The other options are incorrect because:

• The IP address is on reserve, is already in use, and has an email sending history. This describes an existing IP address, not a new one. An existing IP address already has a reputation with ISPs and does not need to be warmed up.
• Sending in large volumes will alert ISPs the new IP Address is now in use. This is not a consideration, but rather a mistake. Sending in large volumes from a new IP address will raise red flags with ISPs and may result in poor deliverability or blacklisting.
• Migration of larger marketing campaigns is necessary prior to bringing on smaller, triggered campaigns. This is not a consideration, but rather the opposite of what should be done. Migration of smaller, triggered campaigns should be done first before bringing on larger marketing campaigns, as this will help build trust and reputation with ISPs.

IP ramp-up takes four to six weeks to be able to fully send to all 3 million customers and IP ramp-up is important to establish a positive sender reputation. These responses articulate proper IP warming, which is the process of gradually increasing email volume from a new or unused IP address to build trust and credibility with Internet Service Providers (ISPs)

Importing a file of logged-in customers into NTO’s existing Abandoned Cart journey in Journey Builder is the best action to take. This way, NTO can leverage the existing journey logic and content to send personalized emails to the customers who had their shopping sessions disrupted. The emails can include the items they left in their cart and a link to resume their shopping. Creating a user-initiated message or an apology email are not as effective as using Journey Builder, which allows creating more engaging and relevant customer experiences. Doing nothing is not a good option, as it may result in losing potential sales and customer loyalty.

Publication lists are the feature that should be utilized to make this happen. Publication lists are used to manage subscribers’ preferences for different types of communications, such as newsletters, promotions, or alerts. The built-in subscription center allows subscribers to opt-in or opt-out of publication lists, as well as the master list

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