Marketing Automation

Question 1

4 automation tools

Answer 1

triggered emails, automation studio, journey builder, api

Question 2

Define triggered emails

Answer 2

one-off emails designed for immediate engagement, typically based on a data event occurring outside of SFMC. ie, shipping notices, purchse confirmations, welcome emails, registration confirmations

Question 3

Define automation studio

Answer 3

runs on processes set up to run behind the scenes

Question 4

Define journey builder

Answer 4

allows you to create 1 on 1 customer interactions at scale

Question 5

Define API

Answer 5

programmatic source of automation, requires a developer

Question 6

Steps to create a triggered email

Answer 6

Complete preparation (email, send classification, list or DE), create triggered email definition, put trigger in place via the API, start triggered send

Question 7

Steps to create an automation

Answer 7

Starting sources, workflow

Question 8

2 kinds of starting sources for an automation

Answer 8

Scheduled, file drop

Question 9

Scheduled starting source

Answer 9

based on a schedule you define

Question 10

File drop starting source

Answer 10

starts as soon as a file is placed on the FTP

Question 11

How to create a file drop

Answer 11

configure folder on FTP, use filename pattern

Question 12

Personalization strings available for filenaming

Answer 12

%%Year%%, %%Month%%, %%Day%%, %%Hour%%, %%Minute%%, %%Second%%

Question 13

Build automation workflow using:

Answer 13

steps and activities

Question 14

All activities within one step in Automation Studio…

Answer 14

run concurrently, must execute successfully before beginning the next step

Question 15

2 kinds of send activities

Answer 15

Send email activity, salesforce send email activity

Question 16

3 ways of automating data in automation studio

Answer 16

File transfer, import activity, data extract

Question 17

File transfer

Answer 17

allows you to de-encrypt or unzip a file, place a file on the FTP, or move a file from safehouse

Question 18

Import

Answer 18

defines the data file to be brought into the email application and where the data is to be placed

Question 19

Data Extract

Answer 19

exports tracking information and data from a data extension, and transforms an xml file into csv, tab delimited, or pipe delimited

Question 20

File transfer activity: manage file

Answer 20

decrypts or unzips a compressed file prior to import

Question 21

If a file is compressed…

Answer 21

File Naming Pattern must have a .zip extension

Question 22

If file is encrypted…

Answer 22

file must be a .pgp or .gpg

Question 23

Features of Journey Builder

Answer 23

guides customers through each step of their journey, allows you to personalize customer conversations, treats each customer as a unique individual, ability to measure a campaign’s effectiveness against goals, easy to use interface, no technical expertise needed

Question 24

Pieces of a journey

Answer 24

goal, entry source, split activity, channel activity, wait activity, join activity

Question 25

Types of journey entry sources

Answer 25

Data extension, salesforce data, API event, CloudPage, Event

Question 26

Cloudpage

Answer 26

prompts one or more customers to be injected into a journey from a smart capture form

Question 27

3 types of journey entry

Answer 27

Re-entry anytime, re-entry only after exiting, no re-entry

Question 28

Re-entry anytime

Answer 28

contact may enter the journey more than once before exiting, each time they meet the filter criteria

Question 29

Re-entry only after exiting

Answer 29

contact can enter the journey only once before exiting

Question 30

No re-entry

Answer 30

contact cannot re-enter a journey at any point (ie, a welcome series)

Question 31

Journey canvas activities

Answer 31

message activities, flow control, customer updates, sales and service cloud

Question 32

Message activities

Answer 32

content is sent to contacts who meet the criteria set within the activity

Question 33

Flow control

Answer 33

Activities that determine when and where a customer goes

Question 34

Customer updates in Journey Builder

Answer 34

Allow data to be updated during the journey

Question 35

Sales and service cloud

Answer 35

Create and update records in Salesforce CRM based on journey actions

Question 36

When journey builder checks for goal completion

Answer 36

each time a contact enters a journey, each time a wait period expires, every day at midnight

Question 37

Automation Studio can be used to execute activities in these three ways

Answer 37

immediate, triggered, scheduled

Question 38

An automation can be run once from the....

Answer 38

Overview page

Question 39

Use this to run only a portion of an automation once

Answer 39

Advanced Run Once

Question 40

Building blocks of an automation

Answer 40

Activities

Question 41

Activity in automation studio that executes server-side script

Answer 41

Script Activity

Question 42

Journey vs Contact Data

Answer 42

Journey data is brought in what a contact enters a journey. Contact data is updated as the journey goes on (journey data is not)

Question 43

3 types of split activities in Journey Builder

Answer 43

Engagement split, decision split, random split