Consultant Flashcards
(245 cards)
An online retail customer needs daily promotional email content to generate with minimal time
spent on creation. Their service contract includes building a custom dynamic template for this
purpose. The customer has communicated the following:
* The email content will highlight new inventory each day.
* A small team will run both their digital marketing operations and their email program.
* A user needs to build, test, and send a daily email in less than an hour.
* Images for the emails will be hosted on their website CMS.
Which question is relevant to identify strategies for designing the custom template for the
customer’s daily promotional email? Choose 3 answers
A. How often will the layout of the content in a content area change?
B. What is the maximum file size of the images being used?
C. What From Name will be used for these emails?
D. Will image URLs be available publicly?
E. How often will email content be image-only with text overlaying images?
A, B, D
A retail company needs to create journeys that will target subscribers based on website behavior.
They have identified 3 separate groups:
* Customers who searched for an item on their website.
* Customers who abandoned a cart on their website.
* Customers who made a purchase on their website.
What should the consultant ask in order to design the data structure for this solution? Choose 3
answers
A. Should customers exit the journey when the goal is met?
B. How are subscribers identified in your web analytics?
C. How many messages should be included in each journey?
D. How long after the behavior occurs will a subscriber need to enter a journey?
E. Should a single customer exist in multiple journeys at the same time?
B, D, E
As part of their brand guidelines, NorthernTr ail Outfitters (NTO) uses a custom brand font for all
print marketing materials. NTO wants to use their custom brand font in email as well.
What is the recommended best practice for font usage in email?
A. Use a web-safe font for text that closely matches the brand’s custom font.
B. Build an email as one image, with all text saved in the brand font.
C. Edit an email’s HTML to list the custom brand font in the style tag’s font-family property.
D. Build an email using multiple images, with all text saved in the brand font.
A
A retail company’s database of record resides at a 3rd-party company that also keeps track of
purchase history.
That database only updates once a day where new records can be created and merged.
The database uses an “Email ID,” which is a numeric field that represents both the business unit and
email address.
The company now wants to be able to send real-time Wel come emails to people (newly registered
website users) who provide their email address in exchange for getting 10% off their first order, and
ensure this send is connected to “Email ID” in the database.
What key issue should be addressed?
Choose 3 answers
A. How will Marketing Cloud and the database sync up?
B. Will new users have an “Email ID”?
C. What will be used as Subscriber Key?
D. What publication lists will be used?
E. Will the company need a custom preference center?
A, B, C
NorthernTr ail Outfitters is noticing a gradual decline in the percentage of conversions per emails
sent in their digital marketing campaign. A new initiative is being adopted to reverse the trend. What action should be taken to increase subscriber engagement?
Choose 2 answers
A. Increase volume of emails to a wider audience.
B. Increase the use of dynamic content in emails.
C. Adopt a Cart Abandonment Email Campaign.
D. Introduce more identity verification steps in check out process.
B, C
A retail company does business in both the United States and Canad
a. They also have a loyalty program in which a customer can enroll. The company will provide a presegmented
customer file, per campaign, which has a “Version” data field indicating the type of email
the customer is to receive.
What question should be asked to determine a data/segmentation strategy?
Choose 2 answers
A. Will customers be able to sign up for the loyalty program at the store?
B. Is the purpose of these emails for acquisition or retention or transactional?
C. Will multiple languages be used, with a “From Name” lookup table needed?
D. Will version values/meanings change, precluding reusable AMPscript?
C, D
A customer is interested in designing a solution to ensure that subscribers only receive categories of
emails that they want to receive. The built-in subscription center will be used as part of the solution.
Which feature should be utilised to make this happen?
A. Publication Lists
B. Subscriber Keys
C. Profile Center
D. Send Logging
A
A financial services customer states that families often share email addresses across multiple
checking, savings, loan, and credit accounts. The customer needs to allow individual accounts to use
the same email address in Marketing Cloud but maintain separate subscriber attributes.
Which component should be discussed with the customer to allow for this use case?
A. Subscriber Key
B. Contact ID
C. Member Record
D. Data Extensions
A
A customer team wants to retarget subscribers who click on links of key items promoted across email
campaigns. The customer has indicated the following:
* Emails will be built using a custom dynamic template for these messages.
* Links will vary over time and across campaigns.
* Click activity will be cross-referenced with subscribers’ regional markets on a master subscriber
data extension.
* Retargeting messages will dynamically populate content based on regional market.
In order for this solution to be viable, which skill set does the customer team need to possess?
A. AMPscript
B. SSJS
C. SQL
D. HTML
A
During discovery, the customer outlines data requirements and the anticipated use of Marketing
Cloud with the following criteria:
* Customer data will be fully refreshed every night via Import activity from the customer’s data
warehouse.
* Contact records will be augmented by relational data tables via Contact Builder.
* The customer data file will contain 5M records with 40+ attributes.
* One attribute will house HTML code, 1000 characters max, that will be used to populate Account
Access content areas in emails.
* A customer ID will be used as the unique identifier for each contact.
Which statement differentiates the use of data extensions over lists?
A. Data extensions allow for add/update Import activity.
B. Data extensions can store HTML code as an attribute.
C. Data extensions support Customer ID to be used as Subscriber Key.
D. Data extensions are necessary for Contact Builder
D
A publishing company has presented the following:
* A need to send renewal reminders to customers whose subscriptions expire in 15 days and 7 days.
* A campaign needs to be created and managed by a general marketing user who will not have
administrative rights and who is not technical.
* The customer’s expiration date is included in the data file.
What component should the customer’s solution include?
Choose 3 answers
A. Suppression list
B. Data Filter
C. Triggered Send
D. Template-based emails
E. Automation Studio
B, D, E
Analyst of The NorthernTr ail Outfitters (NTO) marketing team needs to pull email metrics for an
upcoming quarterly company meeting. These metrics need to be reported per email campaign for
each of NTO’s Business Units:
* Number of Sends
* Delivery Rate
* Overall Bounce Rate
* Block Bounce Rate
* Open Rate
* Click Rate
* Complaint Rate
* Unsubscribe Rate
Which email report should NTO’s Marketing Analyst pull from Marketing Cloud to get this
information?
A. Campaign EmailTr acki ng Report
B. Email Performance Over Time Report
C. Email Send Report
D. Account Send Summary Report
A
NorthernTr ail Outfitters (NTO) wants to better understand subscriber behavior on their website upon
arrival via an email message. A local member of a Marketing Cloud user group mentioned the Web
Analytics Connector.
Which benefit is offered by installing the Web Analytics Connector in a Marketing Cloud account?
Choose 3 answers
A. Use the web analytics platform to trigger behavioral remarketing emails.
B.Tr ack web activity from a click on an email URL back to a specific email campaign.
C. Pass web conversion data back into Marketing Cloud for use in email reporting.
D. Recognize web traffic as originating from email instead of another channel.
E. Match subscribers to web activity by passing Subscriber ID through email links.
B, D, E
A customer wants to integrate their website with Marketing Cloud so that users can update their
marketing communication preferences. The customer has in-house web development resources
available and is interested in leveraging tools such as Journey Builder in the future.
What solution should the consultant propose, given the customer’s requirements and available
resources?
A. Configure a relational data structure using Data Extensions and consult with the customer on API
integration with their website.
B. Configure a data structure using Lists and leverage a SmartCapture form that the client can iFrame
into their website.
C. Configure a relational data structure using Data Extensions and leverage a SmartCapture form that
is hosted in Landing Pages.
D. Configure a data structure using Lists and leverage the out-of-the-box Preference Center.
A
NorthernTr ail Outfitters (NTO) wants its monthly distributor newsletter email to appear to be sent
on behalf of the subscriber’s account representative without segmenting the audience by sales
representative.
How should this distributor-specific sender profile be configured in the Marketing Cloud?
Choose 2 answers
A. Pick “Choose from list,” selecting the from name and from email values from the list of account users.
B. Utilize data extension AMPScript lookups to dynamically populate the from name and from email
values.
C. Match the external keys of the sender profile and data extension containing account
representative details.
D. Populate substitution strings in the sender profile for the profile attributes containing from name
and from email values.
B, D
A large retail company has selected Marketing Cloud and has asked to be fully migrated from their
existing platform in three weeks. They have communicated the following:
* They currently have 3 million customers.
* They email customers twice a week with no known deliverability issues.
* Their contract includes one Sender Authentication Package (SAP).
What response articulates proper IP warming?
Choose 2 answers
A. IP ramp-up takes four to six weeks to be able to fully send to all 3 million customers.
B. IP ramp-up can be accelerated by migrating to pre-warmed IP addresses.
C. IP ramp-up is important to establish a positive sender reputation.
D. IP ramp-up can be bypassed, given their historical lack of deliverability issues.
A, C
A consultant is configuring Marketing Cloud Connect in Marketing Cloud. The customer requires that
integrated users only have access to Sales Cloud data visible to them in their Salesforce account.
How would the consultant ensure that this requirement is met?
A. Check the Scope by User box in Marketing Cloud.
B. Create a User in Sales Cloud with a System Administrator Profile.
C. Ensure that the User has the correct profile in Marketing Cloud.
D. Ensure that the User is assigned as System Administrator in Sales Cloud.
A
A user in Marketing Cloud needs to send an email to a Salesforce Report via a Guided Send process. How should the consultant meet this requirement?
A. Create a Salesforce Data Extension for the user to select during a Guided Send.
B. Assign the integrated user the Marketing Cloud AppExchange User permission set in Sales Cloud.
C. Create data validation rules for the integrated user in Sales Cloud.
D. Add custom links to the page layouts in Marketing Cloud
A
A customer wants to send an email from Sales Cloud on behalf of the record owner.
How should the consultant meet this requirement?
Choose 2 answers
A. Use the Organization-Wide Email address.
B. Use a custom Delivery Profile.
C. Use a custom Send Classification.
D. Use the Send From Record Owner option
C, D
A customer wants to perform an email send to a subset of a Synchronized Data Extension filtered on
custom object data and return tracking to the Sales Cloud.
What approach should the consultant recommend?
Choose 2 answers
A. Use Data Stream to sync Sales Cloud objects to the Marketing Cloud.
B. Use Data Filters or Query Activities to output a Sendable Salesforce Data Extension.
C. Use Query Activities to create a Sendable Synchronized Data Extension.
D. Use Data Filters to segment data to output a Sendable Data Extension
A, B
NorthernTr ail Outfitters (NTO):
* Employs Email Specialists responsible for creating content, testing, sending emails, defining the
activities for Automation Studio, and creating automations.
* Prefers not to use custom roles unless it is absolutely necessary.
* Email Specialist resides in multiple business units.
Using best practices, how should a consultant create and assign roles for NTO?
A. Create a custom Email Specialist role with needed permissions and assign it to the Email
Specialists.
B. Alter the roles of Content Creator and Data Manager by denying permissions and then assign the
roles to the ‘ Email Specialists.
C. Check “Allow” automation permissions for the Content Creator Role and assign it to the Business
Units.
D. Check “Allow” automation permissions for the Content Creator Role and assign it to the Email
Specialists
D
NorthernTr ail Outfitters (NTO) needs to provide an IT staff member with access to Marketing Cloud.
The staff member needs to perform the following tasks:
* Maintain NTO’s master suppression list
* Configure data relationships
* Create new subscriber attributes
Which role should be assigned to the IT staff member?
A. Analyst
B. Data Manager
C. Administrator
D. Content Creator
B
A customer plans to configure multiple business units (BU) to support the digital marketing efforts of
five international offices.
Which reasons warrants this implementation? Choose 2 answers.
A. Support non-English responses with Reply Mail Management.
B. Localized language and display options based on location and culture.
C.Tr acki ng information for campaigns sent by each office.
D. Localized physical mailing address displayed in the default email footer
B, C
NorthernTr ail Outfitters (NTO) has doubled in size over the last couple of years. Because of this
growth they have decided to organize their company into Business Units to better manage
operations.
Which statement is correct regarding the Business Unit functionality within Marketing Cloud?
Choose 2 answers
A. Business Units can have more than one parent Business Unit.
B. Subscribers can only appear in one Business Unit.
C. Business Units can mirror an organization’s operational structure.
D. Business Units can share information with other Business Units.
C, D