Salesforce Marketing-Cloud-Administrator Salesforce Certified Marketing Cloud Administrator (SU24) Exam Practice Test

 Lifetime Purchase Value, Conversion Rate, and Last Purchase Date are three criteria that the customer should use to create an audience for this campaign. These criteria help to identify the highest-value outdoor sports customers who are most likely to respond to the product discount

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 use Einstein to recommend similar items to customers during the checkout process, NTO needs to add two types of code to their website: Collect Code and Conversion/Cart Code2. Collect Code tracks customer behavior and preferences on the website, while Conversion/Cart Code tracks purchases and cart additions2. Recommendation Code is used to display product recommendations on the website, not during the checkout process2. Email Conversion Code is used to track conversions from email campaigns, not from website visits2.

Smart Capture is the feature that should be used to create a survey form. Smart Capture is a feature that allows marketers to create and insert forms within landing pages or emails, such as surveys, polls, or feedback requests. Smart Capture can be customized with different fields, labels, buttons, and actions. Smart Capture can capture subscriber responses and store them in a data extension or update existing records in Marketing Cloud.

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.

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

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.

Subscriber Key is the component that should be discussed with the customer to allow for this use case. Subscriber Key is a unique identifier for each subscriber in Marketing Cloud that can be different from the email address. Subscriber Key allows for multiple records to share the same email address but have different subscriber attributes and preferences

This is the same question as Question No: 124. The answer is still A.

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

Removing Marketing Cloud Viewer role from the user would allow the analyst to import contact lists. The Marketing Cloud Viewer role is a read-only role that prevents users from performing any actions on data or content. The Marketing Cloud Channel Manager role already grants the user permission to import contact lists. The other options would not solve the problem or are unnecessary.

 Setup Assistant covers the following two topics:

• Setting up the Data Structure. This topic provides information and resources for configuring the data structure in Marketing Cloud, such as creating data extensions, importing data, setting up data retention policies, and managing subscriber status.
• Enabling Mobile Connect. This topic provides information and resources for enabling Mobile Connect in Marketing Cloud, such as creating keywords, setting up short codes or long codes, creating text messages, and sending text messages. The other options are incorrect because:
• Configuring Journey Builder. This is not a topic that Setup Assistant covers, as Journey Builder is a product that allows NTO to create and manage customer journeys across various channels, such as email, mobile, social, or advertising. However, Setup Assistant does not provide information or resources for configuring Journey Builder; it only provides information or resources for configuring Marketing Cloud products that are included in the core subscription.
• Managing the Enhanced SFTP. This is not a topic that Setup Assistant covers, as Enhanced SFTP is a feature that allows NTO to securely transfer files between Marketing Cloud and external systems using SFTP protocol. However, Setup Assistant does not provide information or resources for managing the Enhanced SFTP; it only provides information or resources for managing Marketing Cloud products that are included in the core subscription.

Data Management is where in Setup they could accomplish this task. Data Management is a section in Setup that allows marketers to manage their data sources, imports, exports, and transfers in Marketing Cloud. Data Management includes a subsection called FTP Accounts, where marketers can create and manage their SFTP users and passwords for secure file transfers.

 To use Sales Cloud data in their queries, the admin should use Synchronized Data Sources. This feature allows Marketing Cloud to automatically import and update data from Sales Cloud objects and fields. The data is stored in data extensions that can be queried using SQL.

To view the test emails that have been sent from Email Studio, the Marketing Cloud admin can go to My Tracking > Test Send Emails3. This page shows the details of each test email, such as the subject line, sender name, recipient email, and status3. The other options are not relevant for viewing test emails.

To avoid storing email addresses or phone numbers within Marketing Cloud, NTO should use Tokenized Sending2. Tokenized Sending is a feature that allows NTO to send emails or SMS messages using encrypted tokens instead of actual email addresses or phone numbers. The tokens are generated by an external system and stored in a secure database outside of Marketing Cloud. When NTO sends an email or SMS message, Marketing Cloud sends the token to the external system, which decrypts it and returns the actual email address or phone number. This way, NTO can avoid storing sensitive information in Marketing Cloud. The other options are incorrect because:

• 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 storing email addresses or phone numbers in Marketing Cloud; it only encrypts them within data extensions.
• Lookup reference to Contact Object. This is a method that allows NTO to use a lookup field in a data extension to reference a contact attribute from the Contact Object in Contact Builder. However, this method does not prevent NTO from storing email addresses or phone numbers in Marketing Cloud; it only reduces the duplication of data across data extensions.
• Master-detail relationship to Contacts. This is a type of relationship that allows NTO to link a data extension to the Contacts data model in Contact Builder. However, this type of relationship does not prevent NTO from storing email addresses or phone numbers in Marketing Cloud; it only enables them to use contact attributes for personalization and segmentation.

 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.

Email Form Content Block is the feature that could be used to solicit website feedback without navigating away from the email. Email Form Content Block is a type of content block that allows marketers to create and insert forms within emails, such as surveys, polls, or feedback requests. Email Form Content Block can be customized with different fields, labels, buttons, and actions. Email Form Content Block can capture subscriber responses within the email without requiring them to visit a landing page or a website

 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.

To copy journeys across business units, NTO should use Journey Templates1. Journey Templates are reusable journey structures that can be created and shared across business units. NTO can use Journey Templates to replicate journey structure so it can be easily recreated in another account. The other options are incorrect because:

• Deployment Manager. This is a tool that allows NTO to deploy assets and configurations across business units or accounts. However, this tool does not support journeys as an asset type, so it cannot be used to copy journeys across business units2.
• Journey Extracts. This is a feature that allows NTO to export journey data and metrics for reporting and analysis purposes. However, this feature does not allow NTO to copy or import journeys across business units; it only provides a snapshot of journey performance3.
• Copy activities. This is an option that allows NTO to copy individual activities within a journey and paste them in the same or another journey. However, this option does not allow NTO to copy the entire journey structure across business units; it only copies one activity at a time4.

 Setup Assistant is a prioritized account configuration checklist that guides you through the essential steps to set up your Marketing Cloud account. It provides links to relevant documentation and resources to help you complete each task

Create child business units for each brand and nest another level of child business units for GEOs is how the rest of the business units should be organized. Business units are organizational units that allow marketers to segment their Marketing Cloud account based on different brands, regions, products, or channels. By creating child business units for each brand and nesting another level of child business units for GEOs, NTO can manage their marketing activities and assets for each subsidiary brand and location separately

 Event registration and venue details are the two data sources that must be incorporated inside Contact Builder. Event registration contains the event ID, event name, event type, and venue ID, which are needed for the decision split and the dynamic content in the email. Venue details contain the venue ID, venue name, and venue address, which are needed for populating the venue details in the email with AMPscript. Customer data and payment details are not essential for this scenario and can be excluded from Contact Builder.

 The correct answer is C because File Drop Automation can be used to trigger an automation when a file is dropped on the SFTP, and Import File Activity and SQL Query Activities can be used to import and separate the data into different data extensions. A is incorrect because Scheduled Automation cannot check if the file is present on time. B is incorrect because Scheduled Automation cannot trigger an alert if the file is not present. D is incorrect because Filter Activity cannot separate the data into different data extensions.

The utm_campaign value should be configured at the email level. This level allows marketers to specify a campaign identifier for each email message that contains links with tracking parameters. The utm_campaign value can be used to group email messages by campaign in Google Analytics or other analytics tools

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.

Data Extension, Audience Studio, API Event, Date Based Event are entry source types for Journey Builder. Entry source types are types of events or data sources that can trigger contacts to enter a journey in Journey Builder. Data Extension is an entry source type that allows contacts from a data extension to enter a journey based on a schedule or an automation. Audience Studio is an entry source type that allows contacts from Audience Studio segments to enter a journey based on a schedule or an automation. API Event is an entry source type that allows contacts to enter a journey based on an API call from an external system or application. Date Based Event is an entry source type that allows contacts from a data extension to enter a journey based on a date field in the data extension, such as birthday or anniversary.

The File Transfer Activity can be used to decrypt a file on the SFTP server using a PGP key. This activity prepares the file for importing into Marketing Cloud. The other activities do not have the option to decrypt a file.

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

After a Contact Delete request has been processed for subscribers who have been sent an email previously, the following data would still exist in the account:

• Contact-specific data at the job level. This includes data such as open rate, click rate, bounce rate, and unsubscribe rate for each individual contact who received an email. This data is not deleted because it is used for reporting and analytics purposes.
• General tracking data at the job level. This includes data such as total number of sends, opens, clicks, bounces, and unsubscribes for each email job. This data is not deleted because it is used for reporting and analytics purposes. The other options are incorrect because:
• Contact data in non-sendable data extensions. This includes data such as name, address, phone number, and other attributes for each contact. This data is deleted because it is not used for sending emails and it is considered personal information.
• Contact data in sendable data extensions. This includes data such as email address and subscriber key for each contact. This data is deleted because it is used for sending emails and it is considered personal information.

The correct answer is A and D because Data Designer can be used to link data from different sources to the contact record, and Synchronized Data Sources can be used to bring data from Sales Cloud into Marketing Cloud. B is incorrect because Import Activity cannot import data from a Salesforce Report. C is incorrect because list attributes are not related to Sales Cloud data.

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.

 The two fields that would need minimal consideration for size/scalability related reasons when creating a data extension to house the data are:

• Number. This is a field type that stores numeric values in a data extension. A number field can store up to 18 digits before the decimal point and up to 2 digits after the decimal point5. A number field has a fixed size of 8 bytes regardless of the number of digits stored in it. Therefore, a number field would need minimal consideration for size/scalability related reasons when creating a data extension.
• Boolean. This is a field type that stores logical values in a data extension. A boolean field can store only two possible values: true or false5. A boolean field has a fixed size of 1 byte regardless of the value stored in it. Therefore, a boolean field would need minimal consideration for size/scalability related reasons when creating a data extension. The other options are incorrect because:
• Text. This is a field type that stores alphanumeric values in a data extension. A text field can store up to 4000 characters per value5. A text field has a variable size depending on the number of characters stored in it; each character takes up 1 byte of space. Therefore, a text field would need considerable consideration for size/scalability related reasons when creating a data extension.
• Decimal. This is a field type that stores numeric values with decimal precision in a data extension. A decimal field can store up to 28 digits before the decimal point and up to 10 digits after the decimal point5. A decimal field has a variable size depending on the number of digits stored in it; each digit takes up 0.5 bytes of space. Therefore, a decimal field would need considerable consideration for size/scalability related reasons when creating a data extension.

The Sender Authentication Package (SAP) allows the image URLs to be wrapped with the appropriate brand URL, which enhances the branding and deliverability of the emails. The SAP does not affect the profile center branding, the click domain, or the IP warming.

To resolve the issue of the encrypted file being decrypted after the File Transfer Activity completes, the decrypted data would be in the original SFTP folder. The File Transfer Activity can be configured to decrypt an encrypted file using a decryption key provided by NTO. The decrypted file will be placed in the same location as the encrypted file on the SFTP site. The other options are incorrect because:

• Selected SFTP folder. This is not where the decrypted data would be after the File Transfer Activity completes, as the File Transfer Activity does not allow NTO to select a different SFTP folder for the decrypted file. The decrypted file will be placed in the same location as the encrypted file on the SFTP site.
• Target Data Extension. This is not where the decrypted data would be after the File Transfer Activity completes, as the File Transfer Activity does not import data into a data extension. The File Transfer Activity only moves files from one location to another, such as from an FTP site to the Safehouse or from the Safehouse to a data extension. To import data into a data extension, NTO needs to use an Import File Activity.
• Safehouse. This is not where the decrypted data would be after the File Transfer Activity completes, as the File Transfer Activity does not move files to the Safehouse when decrypting them. The File Transfer Activity only moves files to the Safehouse when encrypting them or when transferring them from an external FTP site to Marketing Cloud. The Safehouse is a temporary storage location within Marketing Cloud that can be used for staging files before importing them into a data extension.

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.

 Administrator and Marketing Cloud Administrator are two standard roles that should be selected for the new user. Administrator is a standard role that grants full access to all features and functions in Marketing Cloud, such as creating and managing users, roles, permissions, business units, and security settings. Marketing Cloud Administrator is a standard role that grants access to all features and functions in Marketing Cloud except for user management. By selecting both roles, the new user will have full administrator permissions in Marketing Cloud

The Email Send Report in Analytics Builder is the best place to view the total number of emails sent across all business units in the last calendar year. This report provides a summary of email performance metrics such as sends, opens, clicks, bounces, and unsubscribes for a specified time period.

Run Once schedule type and Winner evaluation are two settings that should be selected before the admin can configure the Holdback percentage. Path Optimizer is a feature that allows marketers to test different paths in a journey and select a winner based on a specific metric. To use Path Optimizer, the admin needs to select a schedule type of Run Once, which means the journey will run only once for a single batch of contacts. The admin also needs to select a winner evaluation, which determines how long the test will run and how the winner will be chosen. After selecting these settings, the admin can configure the Holdback percentage, which is the percentage of contacts that will not enter any path until a winner is selected

 Marketing Cloud authenticates if the user has login hours enabled on their profile when they log in through the user interface3. Login hours are a security feature that allows the admin to specify the time range when users can access Marketing Cloud. If a user tries to log in outside of their login hours, they will be denied access3. The other options are incorrect because:

• If the user is assigned a role in the parent business unit. This is not a factor for authentication, but rather for authorization. A role determines what permissions and access levels a user has within Marketing Cloud, but it does not affect their ability to log in through the user interface4.
• If the user is logging in from a whitelisted IP address. This is not a factor for authentication, but rather for verification. An IP address whitelist is a list of trusted IP addresses that can access Marketing Cloud without additional verification. If a user logs in from an IP address that is not on the whitelist, they will be asked to verify their identity via email or SMS5.
• If the user is an API User on their record. This is not a factor for authentication, but rather for integration. An API User is a user who can access Marketing Cloud via API calls from external applications or systems. This does not affect their ability to log in through the user interface.

Product code, application ID, and subscriber ID are values that can be used as personalization strings in query string parameters without violating PII regulations. Email address and name are considered PII and should not be used in query string parameters.

To comply with CAN-SPAM regulations for each commercial send, the admin should ensure that their emails contain a preference center link and a physical mailing address1. A preference center link is a link that allows subscribers to manage their subscription preferences and opt out of receiving future emails from NTO. A physical mailing address is an address that identifies NTO’s location and contact information. These elements are required by CAN-SPAM for any email that promotes a commercial product or service1. The other options are incorrect because:

• Business name and a link to the business website. These elements are not required by CAN-SPAM for each commercial send, although they may be useful for branding and marketing purposes. CAN-SPAM only requires that NTO clearly identifies themselves as the sender of the email and provides a valid reply-to address1.
• Business name and physical mailing address. These elements are partially correct, as CAN-SPAM requires NTO to include their business name and physical mailing address in each commercial send1. However, they are not sufficient, as CAN-SPAM also requires NTO to include a preference center link or another easy way for subscribers to opt out of receiving future emails1.
• Preference center link and a link to the business website. These elements are partially correct, as CAN-SPAM requires NTO to include a preference center link or another easy way for subscribers to opt out of receiving future emails in each commercial send1. However, they are not sufficient, as CAN-SPAM also requires NTO to include their physical mailing address in each commercial send1.

Publication lists are used to allow subscribers to opt-down/out of specific types of communications instead of unsubscribing from all. This helps to retain subscribers and maintain their preferences1

 To create an audience based on complex criteria such as engagement and location, NTO should use SQL Queries5. SQL Queries allow NTO to write custom queries that can join data from different data extensions and filter based on various conditions5. Measures are used to define engagement metrics such as opens and clicks, but they cannot be used to filter by location or combine with other criteria5. Data Filters are used to filter data based on simple criteria such as attributes or measures, but they cannot be used to join data from different sources or filter by location5. Journey is used to create personalized customer journeys based on triggers and activities, but it is not a tool for creating audiences5.

Removing Marketing Cloud Channel Manager is the best way to update the user to allow the analyst the appropriate access. Marketing Cloud Channel Manager is a permission set that grants access to create, edit, and delete content across all channels. This permission set is not necessary for importing contact lists and may pose a security risk.

A triggered message is a type of email that is sent automatically based on a subscriber’s behavior or a predefined event. This reduces the manual workload on the team and improves the customer experience by sending timely and relevant messages

To pass the email address of a subscriber to a landing page through a URL parameter from a promotional email securely, the admin should use the CloudPagesURL AMPscript function. This function encrypts the email address and other parameters and generates a unique URL for each subscriber. The landing page can then use the RequestParameter AMPscript function to decrypt the email address and other parameters

 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