Subscriber and Data Management Flashcards
(163 cards)
1
Q
What is the difference between a Contact and a Subscriber in Marketing Cloud?
A
A Contact is an individual who receives communication via any channel, stored in Contact Builder.
A Subscriber is a contact who has opted in for communication via a specific channel, stored in Email Studio.
2
Q
What is the role of the All Subscribers List in Marketing Cloud?
A
It is the master list of all Subscriber records in Email Studio, shared across all Business Units, and used for tracking subscriber statuses.
3
Q
What are the available statuses for subscribers in the All Subscribers List?
A
Active – Subscriber is opted in and can receive emails.
Held – Subscriber has had multiple bounces and is suppressed.
Bounced – Subscriber had recent bounces but may be reactivated if they engage.
Unsubscribed – Subscriber opted out or marked an email as spam.
4
Q
What is a Data Extension in Marketing Cloud?
A
A Data Extension is a custom table that stores data in columns (fields) and rows (records), allowing relational data storage beyond subscriber lists.
5
Q
What are the different types of Data Extensions?
A
Standard Data Extension – Custom-created, flexible for various data types.
Salesforce Data Extension – Syncs data from Sales or Service Cloud.
Synchronized Data Extension – Pulls data from Sales or Service Cloud into Marketing Cloud.
6
Q
What are the different Data Extension types based on sending context?
A
Sendable Data Extensions – Contain email addresses and can be used for sending emails.
Non-Sendable Data Extensions – Store additional data for segmentation, personalization, etc.
Testable Data Extensions – Used to send test emails to internal users.
7
Q
What are the key considerations when creating a new Data Extension?
A
Unique Name & Description
Data Types & Field Definitions
Retention Policy Settings
Primary Key Selection
Send Relationship Configuration (if sendable)
8
Q
What is the difference between a Subscriber Key and a Contact Key?
A
Subscriber Key is a unique user-defined identifier in Email Studio for managing subscribers.
Contact Key is a unique identifier in Contact Builder used to link all subscriber data across channels.
9
Q
Why should you avoid using an email address as the Subscriber Key?
A
Email addresses change, and using them as a Subscriber Key limits flexibility and prevents multiple subscriptions per user.
10
Q
How does a Send Relationship work in Data Extensions?
A
A Send Relationship links a Sendable Data Extension to the All Subscribers List, ensuring that messages are sent to the correct recipients.
11
Q
What is the purpose of Data Retention settings in Data Extensions?
A
To define how long data is kept and automatically delete records based on specified retention periods.
12
Q
What are the three types of retention targets in Data Extensions?
A
Individual Records – Deletes specific records after a set period.
All Records – Clears all records but keeps the Data Extension.
All Records & Data Extension – Deletes both records and the Data Extension itself.
13
Q
What are the key Data Types available in Data Extensions?
A
Text – Stores alphanumeric characters (up to 4,000).
Number – Whole numbers, no decimals.
Boolean – True (1) or False (0).
Date – Stores MM/DD/YYYY format.
Email – Validates presence of “@” symbol.
Phone – Accepts numbers with/without hyphens.
Decimal – Stores floating-point numbers.
Locale – Defines subscriber’s language/country.
14
Q
What is a Primary Key in a Data Extension?
A
A Primary Key is a column (or combination of columns) that uniquely identifies a record and prevents duplicates.
15
Q
What happens if a Primary Key is not set in a Data Extension?
A
Data imports may overwrite records, leading to potential duplicate or lost data.
16
Q
What must a Sendable Data Extension contain?
A
A Subscriber Key field
A Send Relationship mapped to All Subscribers List
At least one Email Address field
17
Q
What is the purpose of Non-Sendable Data Extensions?
A
They store additional customer data (e.g., order history, locations, preferences) for segmentation and personalization but cannot be used for sending emails.
18
Q
How does AMPscript interact with Non-Sendable Data Extensions?
A
AMPscript is used to lookup and retrieve data from Non-Sendable Data Extensions for email personalization.
19
Q
A company wants to store customer order details (Order ID, Customer ID, Order Date) but does not need to send emails from it. What type of Data Extension should they use?
A
A Non-Sendable Data Extension, since it stores order data but does not include email addresses.
20
Q
What are the best practices for optimizing Data Extension storage?
A
Use correct data types for each field.
Keep columns below 50 for efficiency.
Ensure only one email field in Sendable Data Extensions.
Set precise field lengths to avoid unnecessary storage usage.
21
Q
Define: Contact
A
An individual in Marketing Cloud who receives communication via any channel.
22
Q
Define: Contact Key
A
A user-defined unique identifier for Contacts in Contact Builder that ties all contact information together.
23
Q
Define: Contact ID
A
A system-defined number generated by Marketing Cloud as an internal unique identifier for a Contact.
24
Q
Define: Subscriber
A
An individual in the Marketing Cloud database who has opted in to receive communication via a particular channel.
25
Define: Subscriber Key
A user-defined unique identifier in Email Studio that identifies subscriber records across the account.
26
Define: Subscriber ID
A system-defined number generated by Marketing Cloud as an internal unique identifier for a Subscriber.
27
Define: All Subscribers List
The master list of all Subscriber records in Email Studio, shared by all Business Units.
28
Define: All Contacts List
A centralized view of all Contact records in a Marketing Cloud account, stored in Contact Builder.
29
Define: Data Extension
A custom table that stores data with columns defining fields and rows displaying records.
30
Define: Contact Builder
A data management tool for organizing data stored in the Marketing Cloud account.
31
Define: Data Retention Settings
Defines the period for keeping records in Data Extensions and automates data cleanup.
32
Define: Primary Key
A column (or combination of columns) that uniquely identifies a row in a Data Extension.
33
Define: Send Relationship
A field used at the send time to identify the email recipient and link the Data Extension to the All Subscribers List.
34
Define: Data Types
Defines the kind of data that can be stored in a field within a Data Extension.
35
Define: Text Data Type
Stores alphanumeric values, letters, numbers, and spaces, up to 4,000 characters.
36
Define: Number Data Type
Supports whole number integers but does not accept decimals.
37
Define: Boolean Data Type
Represents logical values: true (1, Y, Yes, true) or false (0, N, No, false).
38
Define: Date Data Type
Accepts date values in MM/DD/YYYY format; Marketing Cloud-generated values are in CST.
39
Define: Email Data Type
Verifies email address syntax and ensures that an '@' symbol is present.
40
Define: Phone Data Type
Accepts phone numbers with or without hyphens, removing non-digit characters.
41
Define: Decimal Data Type
Supports numbers with decimal points, with specified precision and scale.
42
Define: Locale Data Type
Defines a subscriber's country and language, using a two- to five-character code.
43
Define: Standard Data Extension
A manually created Data Extension used for storing subscriber or other marketing data.
44
Define: Salesforce Data Extension
A Data Extension used when Marketing Cloud Connect is enabled, storing tracking data for Sales/Service Cloud.
45
Define: Synchronized Data Extension
A Data Extension used when Marketing Cloud Connect is enabled to pull data from standard/custom objects in Sales/Service Cloud.
46
Define: Sendable Data Extension
A Data Extension that contains subscriber data, including an email address field, and can be used for sending emails.
47
Define: Non-Sendable Data Extension
A Data Extension that stores additional data such as orders or product details but cannot be used for sending emails.
48
Define: Testable Data Extension
A Data Extension that stores test user data for internal email testing purposes.
49
Define: Is Sendable Checkbox
An option that must be selected for a Data Extension to be used for sending emails.
50
Define: Is Testable Checkbox
An option that must be selected for a Data Extension to be used for test email sends.
51
Define: Retention Policy
Defines how long records are kept in a Data Extension before being deleted.
52
Define: Retention Targets
Specifies whether retention settings apply to Individual Records, All Records, or All Records and Data Extension.
53
Define: Retention Period
The duration after which records are deleted, defined in days, reset periods, or set on specific dates.
54
Define: Data Import
The process of adding data into Marketing Cloud Data Extensions from external sources.
55
Define: Segmentation
The process of creating subsets of subscribers based on applied criteria for precise targeting.
56
Define: Personalization
Using subscriber data stored in Data Extensions to customize email content.
57
Define: Dynamic Content
Content in an email that changes based on subscriber attributes or Data Extension values.
58
Define: AMPscript
A scripting language in Marketing Cloud used to personalize emails and retrieve data from Data Extensions.
59
Define: Subscriber Preferences
Settings that allow subscribers to control their communication preferences and opt-in/out status.
60
Define: Subscriber Status
The status of a subscriber in the All Subscribers List, which can be Active, Held, Bounced, or Unsubscribed.
61
Define: Bounced Status
A subscriber status where the email bounced due to invalid email addresses or technical failures.
62
Define: Held Status
A subscriber status where multiple bounces have occurred, preventing future sends.
63
Define: Unsubscribed Status
A subscriber status where they have opted out or reported an email as spam, preventing future sends.
64
Define: Send Classification
Settings that define email sending rules, including compliance requirements and suppression lists.
65
Define: Marketing Cloud Administrator
A user with high-level permissions to manage Data Extensions, storage, and security settings in Marketing Cloud.
66
Define: Data Views
Backend tables in Marketing Cloud that store tracking data related to email sends, clicks, opens, and subscriber actions.
67
What is the best way to create a Data Extension when you want to reuse an existing structure but not the data?
Use the "From Existing" creation method, which copies the fields, attributes, and configurations but does not copy records.
68
What are best practices for naming and organizing Data Extensions?
Use descriptive, consistent names (e.g., "Customer_Purchase_History").
Store related Data Extensions in folders for organization.
Avoid using special characters in names.
69
What should you do if you expect a field to contain a mix of numbers and letters (e.g., Postal Codes)?
Use Text Data Type instead of Number, since Number fields cannot store letters or hyphens.
70
What is the purpose of an External Key in a Data Extension?
It is a unique identifier for the Data Extension, automatically generated by Marketing Cloud, and used in APIs and automation scripts.
71
What happens if a Send Relationship is not properly mapped in a Sendable Data Extension?
The email may not send, or Marketing Cloud may fail to associate the email with the correct Subscriber in the All Subscribers List.
72
How does Send Relationship help prevent duplicate records in the All Subscribers List?
It maps the Subscriber Key to the All Subscribers List, ensuring that each Subscriber appears only once in the database.
73
What happens when you activate a Data Extension Retention Policy?
Marketing Cloud will automatically delete records (or the entire Data Extension) based on the defined time period.
74
Why is it important to set up a Data Retention Policy?
It helps manage storage limits, keeps data clean and compliant, and prevents unnecessary costs due to large data volumes.
75
How do Contacts and Subscribers impact your Salesforce Marketing Cloud license?
Every Subscriber is a Contact, but not every Contact is a Subscriber. Contacts stored in Contact Builder count toward the Marketing Cloud Contact limit.
76
What happens when you send an email to a Contact that is not in the All Subscribers List?
Marketing Cloud will automatically add them to the All Subscribers List as an Active Subscriber.
77
How can you reference a Data Extension in an API call?
By using the External Key, since the name of a Data Extension can change but the External Key remains unique.
78
How can you automate Data Extension imports in Marketing Cloud?
By setting up an Automation Studio workflow that imports data via FTP, API, or Salesforce Connect.
79
What is a Testable Data Extension used for?
It stores test subscribers who receive emails before a live send, allowing marketers to validate personalization and rendering.
80
What is the difference between a Proof Send and a Live Send?
Proof Send is for internal review; marketers can see personalization & rendering.
Live Send is the final deployment to real Subscribers.
81
How can you retrieve a value from a Data Extension in an email using AMPscript?
se the Lookup() function, e.g.,
SET @value = Lookup("CustomerData", "FirstName", "Email", @email)
82
Why is AMPscript important for Data Extensions?
It allows dynamic personalization, pulling data from Data Extensions into emails (e.g., customer names, recent purchases).
83
What is the purpose of Data Views in Marketing Cloud?
Data Views store tracking data (opens, clicks, unsubscribes, etc.) and can be queried using SQL in Automation Studio.
84
If an email send to a Data Extension fails, what are the first troubleshooting steps?
Check if the Data Extension is marked as Sendable.
Verify if a Send Relationship exists.
Ensure the Subscriber Key field is properly mapped.
Confirm that Subscriber Status is Active.
85
How can a Marketing Cloud Admin secure sensitive subscriber data in Data Extensions?
Restrict user permissions for sensitive Data Extensions.
Enable Data Retention Policies for compliance.
Avoid storing PII in unencrypted fields.
86
How can a Marketing Cloud Admin optimize Data Extension storage?
Delete unused Data Extensions.
Use Data Retention Policies.
Keep columns under 50 to improve performance.
Store only necessary subscriber attributes.
87
An account will be providing a unique key for each subscriber from an external system. When creating a Data Extension for sending email campaigns, which two steps should the marketer take?
Set the column with Subscriber Key as Primary Key.
In Properties, check the "Is Sendable" option.
Explanation: Setting the Subscriber Key as the Primary Key ensures each subscriber is uniquely identified, preventing duplicates. Enabling the "Is Sendable" option designates the Data Extension for email sends.
88
A small company uses a single master Data Extension for all subscribers. Subscribers receive a monthly newsletter, weekly promotions, and birthday emails. What is the optimal way to manage unsubscribes by communication type?
Create publication lists for each communication type and associate the publication list on the send definition.
Explanation: Publication lists manage subscribers' opt-out actions for specific communication types, allowing unsubscribes from one type without affecting others.
89
What is a Subscriber Key in Salesforce Marketing Cloud?
A unique identifier for the subscriber.
Explanation: The Subscriber Key uniquely identifies subscribers across Data Extensions, ensuring accurate data management and communication.
90
What is the purpose of a Data Extension in Marketing Cloud?
To store and manage subscriber data.
91
How can a marketer prevent duplicate subscribers in Marketing Cloud?
Implement subscriber deduplication rules.
92
What are the two main methods of adding records to Marketing Cloud?
Manual record creation and data imports.
93
Where can manual record creation be performed in Marketing Cloud?
In Contact Builder.
94
What is the primary use case for manual record creation in Contact Builder?
Adding test users for internal testing purposes.
95
What are the two ways to import data into a Data Extension?
From a local computer or via Enhanced FTP.
96
What are the four import types available in Marketing Cloud?
Add Only, Add and Update, Update Only, and Overwrite.
97
Which import type requires a Primary Key and only adds new records?
Add Only.
98
Which import type updates existing records but does not add new ones?
Update Only.
99
Which import type both adds new records and updates existing ones?
Add and Update.
100
Which import type removes all existing records and replaces them with the new file?
Overwrite
101
What tool allows for recurring imports of data into Marketing Cloud?
Import File Activity in Automation Studio
102
How does Import File Activity handle encrypted or compressed files?
A File Transfer Activity must first decrypt/unzip the file before importing.
103
What are Synchronized Data Extensions used for?
Storing Sales Cloud or Service Cloud data in Marketing Cloud.
104
What must be configured to use Synchronized Data Extensions?
Marketing Cloud Connect.
105
Why can’t Synchronized Data Extensions be used for direct email sending?
Data must first be extracted to a standard Data Extension.
106
What is the purpose of API integration in Marketing Cloud?
To synchronize data in real time between Marketing Cloud and external websites/apps.
107
What tool allows users to create web forms that store submitted data in a Data Extension?
Smart Capture Forms.
108
What are the three mapping methods for file imports?
Map by Header Row, Map by Ordinal, and Map Manually.
109
What is the purpose of a File Naming Pattern in Import File Activity?
To ensure the correct file is recognized for automated imports
110
How can Smart Capture Forms be customized in Marketing Cloud?
Using the WYSIWYG editor, HTML, or CSS.
111
What is the role of Journey Builder in the context of imported data?
It can use imported data as an entry source for customer journeys.
112
What is Import File Activity?
Import File Activity can feed data from outside files to Marketing Cloud on a recurring basis.
113
What is Enhanced FTP in Marketing Cloud?
Enhanced FTP is a storage location used to transfer files to and from the Marketing Cloud account, allowing secure transfers of large-volume files.
114
What are Synchronized Data Extensions?
Synchronized Data Extensions store Sales Cloud or Service Cloud data in Marketing Cloud and refresh at specified intervals for segmentation and personalization.
115
What is API Integration in Marketing Cloud?
API Integration synchronizes data with external sources such as websites or third-party apps to Data Extensions in real time.
116
What are Smart Capture Forms?
Smart Capture Forms generate records based on data submitted through a form and store them in Data Extensions for use in Journey Builder.
117
What is Manual Record Creation?
The process of manually adding records to a Data Extension in Contact Builder, typically used for test records.
118
What is the use case for manual record creation?
It is useful when a small number of records must be added, such as test records for internal testing purposes.
119
How do you manually add records in Contact Builder?
By using the "Add Record" button in a Data Extension.
120
What is the "Add Only" import type?
This type adds new records to a Data Extension if they do not already exist. Requires a Primary Key.
121
What is the "Update Only" import type?
This type updates existing records in a Data Extension if they already exist. Requires a Primary Key.
122
What is the "Add and Update" import type?
This type adds new records and updates existing ones in a Data Extension. Requires a Primary Key.
123
What is the "Overwrite" import type?
This type deletes all existing records in a Data Extension and replaces them with the new file. Does not require a Primary Key.
124
What is File Mapping?
The process of matching fields in an imported file to attributes in the target Data Extension.
125
What are the three mapping methods?
Map by Header Row, Map by Ordinal, and Map Manually.
126
What is an Import File Activity?
A Marketing Cloud automation process that imports data on a recurring schedule or based on file drop.
127
What is a File Naming Pattern?
A pattern used to recognize the name of the file being imported into Enhanced FTP or another file location.
128
What is Bad Data Behavior in Import File Activity?
A setting that ignores invalid data included in the imported file during the import process.
129
What are Import Options?
Settings that include options like skipping rows with bad data or respecting double quotes as a text qualifier.
130
What is a File Transfer Activity?
A process in Automation Studio that unzips or decrypts an imported file before it is processed.
131
What is the role of the "Review" step in Import File Activity?
It allows users to verify all configuration settings before saving the import.
132
How do you configure Enhanced FTP in Marketing Cloud?
The FTP account must be set up in Marketing Cloud Setup. Users access it with credentials via FTP clients like FileZilla or CyberDuck. Each Business Unit can have up to 10 FTP users.
133
What settings must be configured before importing a file into Marketing Cloud?
File Reference: Select the file source (local computer, Enhanced FTP, existing Data Extension).
File Type & Data Format: Must be CSV, tab-delimited, or one-character delimited.
Import Type: Choose from Add Only, Update Only, Add & Update, or Overwrite.
Import Options: Additional settings such as skipping rows with bad data.
134
How can Salesforce Data be used as an entry source in Journey Builder?
When Marketing Cloud Connect is enabled, Salesforce data can enter Journey Builder. If a record meets the applied filter criteria, it automatically starts the journey.
135
When should you use manual record creation versus an import?
Manual Record Creation: Best for adding small numbers of test records.
Import File Activity: Best for automating large-scale imports or scheduled imports.
API Integration: Best for real-time data synchronization with websites/apps.
Smart Capture Forms: Best for capturing data via web forms (e.g., event registrations).
136
What is a File Transfer Activity in Automation Studio?
A step that decrypts or unzips files before they are imported into Marketing Cloud. It places the processed file in a Safehouse, a secure storage area for imported data.
137
How does Marketing Cloud notify users of import success or failure?
Users can enter notification email addresses in the Import File Activity setup. If errors occur, reasons are included in the email.
138
How do you use data from Synchronized Data Extensions for email sends?
Data must be extracted using SQL queries or Data Filters to a standard Data Extension before it can be used for email sending.
139
What is segmentation in Marketing Cloud?
Segmentation allows marketers to split audiences into smaller groups based on defined criteria to deliver targeted communication.
140
What are the benefits of segmenting audiences in Marketing Cloud?
Improved campaign performance, higher engagement, and more personalized customer communication.
141
What is a Random Data Extension?
A Random Data Extension randomly divides a source Data Extension into up to 12 smaller Data Extensions, primarily used for A/B testing.
142
What are the five main types of segmentation in Marketing Cloud?
Demographic: Age, gender, occupation
Geographic: Country, city, region
Behavioral: Purchase history, usage level
Psychographic: Interests, attitudes
Communication Preference: Email, SMS, social media
143
When should you use a Random Data Extension?
When creating randomized segments for A/B testing or experimental marketing campaigns.
144
What is a Filtered Data Extension?
A Data Extension that splits subscriber data based on filtering logic applied during setup.
145
When should you use a Filtered Data Extension?
When segmenting subscribers using predefined conditions such as location, purchase history, or email engagement.
146
What are Data Filters in Marketing Cloud?
A drag-and-drop tool that allows users to define filtering logic for segmentation.
147
What is the difference between Data Filters and Filtered Data Extensions?
Data Filters are reusable and can be applied multiple times, whereas Filtered Data Extensions store static results that need to be refreshed manually.
148
What are common operators used in Data Filters?
Is equal to / Is not equal to
Contains / Does not contain
Is greater than / Is less than
Exists in / Does not exist in
149
What is the difference between AND and OR operators in filters?
AND: The subscriber must meet all conditions to be included.
OR: The subscriber must meet at least one condition to be included.
150
What is Filter Activity in Automation Studio?
A process that runs Data Filters automatically to refresh segmented Data Extensions.
151
What is an SQL Query in Marketing Cloud?
SQL Queries retrieve and manipulate data from one or multiple Data Extensions for advanced segmentation.
152
What are the three SQL Query Data Actions?
Append: Adds new records without updating existing ones.
Update: Updates matching records based on a Primary Key.
Overwrite: Deletes all existing records and inserts new data.
153
What are Data Views in Marketing Cloud?
Predefined system tables storing up to six months of tracking data, such as email opens, clicks, and bounces.
154
What are the four key SQL commands used in Marketing Cloud Queries?
SELECT – Defines the columns to retrieve
FROM – Specifies the Data Extension
WHERE – Filters records based on conditions
JOIN – Combines multiple Data Extensions
155
What are the differences between Data Filters and SQL Queries?
Data Filters: Easy drag-and-drop filtering for a single Data Extension.
SQL Queries: Advanced segmentation across multiple Data Extensions.
156
When should you use SQL Queries instead of Data Filters?
When combining data from multiple Data Extensions, such as subscribers and purchase history.
157
How can segmented Data Extensions be refreshed automatically?
By using Filter Activity in Automation Studio or scheduling SQL Query Activities.
158
How do you query Synchronized Data Extensions from a child Business Unit?
By using the "Ent." prefix in the SQL Query (e.g., SELECT * FROM Ent.SynchronizedDataExtension).
159
How do manual and automatic segmentation refreshes differ in Marketing Cloud?
Manual: Requires manually updating Filtered Data Extensions when new data arrives.
Automatic: Uses Filter Activity in Automation Studio to refresh segments on a schedule.
160
Why is folder organization important in Automation Studio?
Folders help structure SQL Queries, Filter Activities, and Import Jobs, making workflows easier to manage.
161
What is the time limit for SQL Query execution in Automation Studio?
SQL Queries must execute within 30 minutes; otherwise, the query fails with an error.
162
What is an External Key in Marketing Cloud?
A unique identifier for activities in Automation Studio, used in API calls to reference the activity.
163
How can Data Views be used in Marketing Cloud?
Track engagement metrics (e.g., opens, clicks, bounces).
Create retention reports for inactive subscribers.
Segment subscribers based on past interactions.
