Marketing-Cloud-Administrator Salesforce Certified Marketing Cloud Administrator (SP23) Questions and Answers

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

 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.

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

List Detective is the error code that the file would contain for this record. List Detective is a feature that filters out invalid, malformed, or problematic email addresses from being imported or sent to in Marketing Cloud. List Detective uses a set of rules and filters to check email addresses for syntax errors, spam traps, role accounts, or blocked domains. If an email address fails the List Detective validation, it will not be imported or sent to and the file will contain an error code of List Detective

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)

To ensure users have access to Query Studio for Marketing Cloud, the admin should license all appropriate users within the installed package. Query Studio is an app that allows users to write and run SQL queries on data extensions within Marketing Cloud. To use Query Studio, users need to be licensed by the admin within the installed package settings. The admin can select which users or roles can access Query Studio and assign them a license. The other options are incorrect because:

• Choose Public App Integration during the installation. This option will not ensure users have access to Query Studio for Marketing Cloud, as it only affects how Query Studio connects to Marketing Cloud via API. Choosing Public App Integration means that Query Studio will use a single API user for all requests, while choosing Private App Integration means that Query Studio will use each user’s own API credentials for requests. However, this does not affect whether users can access Query Studio or not; they still need to be licensed by the admin within the installed package settings.
• Install App-appropriate business units for expanded access. This option will not ensure users have access to Query Studio for Marketing Cloud, as it only affects which business units can use Query Studio. Installing App-appropriate business units means that Query Studio will be available in all business units within an account, while installing App-specific business units means that Query Studio will be available only in selected business units. However, this does not affect whether users can access Query Studio or not; they still need to be licensed by the admin within the installed package settings.
• Configure the API Integration to allow all users access. This option will not ensure users have access to Query Studio for Marketing Cloud, as it only affects how Query Studio connects to Marketing Cloud via API. Configuring the API Integration means that the admin can set up the API user credentials and permissions for Query Studio. However, this does not affect whether users can access Query Studio or not; they still need to be licensed by the admin within the installed package settings.

To configure Sales Cloud Objects to be synced and leveraged in Marketing Cloud, NTO’s Marketing Cloud admin should go to Contact Builder > Data Sources. Data Sources is a page that allows NTO to manage their data sources and integrations in Contact Builder. NTO can use Data Sources to select which Sales Cloud Objects they want to sync with Marketing Cloud and configure their sync settings and filters. The other options are incorrect because:

• Setup > Data Management > Synchronized Data Extensions. This is a page that allows NTO to view and manage their synchronized data extensions in Marketing Cloud. Synchronized data extensions are data extensions that store the data from synced Sales Cloud Objects in Marketing Cloud. However, this page does not allow NTO to configure which Sales Cloud Objects they want to sync with Marketing Cloud; it only shows the results of the sync process.
• Contact Builder > Data Extensions > Synchronized Data Extensions. This is a folder that contains all the synchronized data extensions in Marketing Cloud. Synchronized data extensions are data extensions that store the data from synced Sales Cloud Objects in Marketing Cloud. However, this folder does not allow NTO to configure which Sales Cloud Objects they want to sync with Marketing Cloud; it only shows the data extensions that are created by the sync process.
• Setup > Apps > Salesforce Integration. This is a page that allows NTO to view and manage their Salesforce Integration app in Marketing Cloud. Salesforce Integration is an app that enables Marketing Cloud Connect, which is a feature that integrates Sales Cloud and Marketing Cloud. However, this page does not allow NTO to configure which Sales Cloud Objects they want to sync with

 When a Contact Delete request is processed, the contact data in sendable data extensions and the contact-specific data at the job level are deleted. However, the contact data in non-sendable data extensions and the general tracking data at the job level are retained

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.

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

To address the issue of employees not receiving emails because the messages are being blocked by spam filters, the Marketing Cloud admin should provide the IT team a list of relevant IP addresses to whitelist in their spam filter. Whitelisting is a process that allows NTO to specify which IP addresses are trusted and can bypass the spam filter. By providing the IT team a list of relevant IP addresses, such as the ones used by Marketing Cloud to send emails, the admin can ensure that the emails from NTO will not be blocked or marked as spam by the employees’ email servers. The other options are incorrect because:

• Import employee email addresses into All Subscribers with an “Active” status. This option will not address the issue, as it only affects the subscription status of the employees in Marketing Cloud, not in their email servers. Importing employee email addresses into All Subscribers with an “Active” status means that NTO can send emails to those employees from Marketing Cloud, but it does not guarantee that the emails will be delivered or received by the employees’ email servers.
• Ensure employees have opted in to the test email list or data extension. This option will not address the issue, as it only affects the consent of the employees to receive emails from NTO, not their email servers. Ensuring employees have opted in to the test email list or data extension means that NTO has permission to send emails to those employees, but it does not guarantee that the emails will be delivered or received by the employees’ email servers.
• Ask employees to use personal email addresses instead of corporate email addresses. This option will not address the issue, as it only shifts the problem from one email server to another, not solving it. Asking employees to use personal email addresses instead of corporate email addresses means that NTO will send emails to different email servers, but it does not guarantee that those email servers will not block or mark the emails as spam.

Removing nonessential data for marketing purposes, identifying and assigning appropriate keys to tie records together, and normalizing data and fields to prevent redundancy are the data preparations that should be made to retain high data quality in the new model. These steps will help reduce data storage costs, improve data integrity, and enable cross-channel personalization

To import data into a non-sendable data extension without a primary key, the admin could use the Overwrite import type3. This import type will delete all existing records in the data extension and replace them with the new records from the import file. This import type does not require a primary key because it does not need to match or update any existing records. The other options are incorrect because:

• Add Only. This import type will add new records to the data extension without affecting existing records. However, this import type requires a primary key to prevent duplicate records from being added3.
• Add and Update. This import type will add new records and update existing records in the data extension based on the primary key. However, this import type requires a primary key to match and update the existing records3.
• Update Only. This import type will update existing records in the data extension based on the primary key. However, this import type requires a primary key to match and update the existing records3.

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 append an Urchin Tracking Module (UTM) variable string to links in emails, NTO should use Web Analytics Connector. Web Analytics Connector is a feature that allows NTO to append UTM variables or other custom parameters to the links in their emails. Web Analytics Connector can be configured at the account, business unit, or send level, and can support up to four parameters per link. The other options are incorrect because:

• Advertising Studio. This is a product that allows NTO to create and manage advertising campaigns across various channels, such as Facebook, Google, or Twitter. However, this product does not allow NTO to append UTM variables to links in emails; it only allows NTO to use their Marketing Cloud data for audience segmentation and targeting.
• Personalization Builder. This is a product that allows NTO to create and deliver personalized content and recommendations to their subscribers based on their behavior and preferences. However, this product does not allow NTO to append UTM variables to links in emails; it only allows NTO to use predictive intelligence and machine learning to optimize their content and offers.
• Web and Mobile Analytics. This is a product that allows NTO to collect and analyze web and mobile data from their subscribers, such as page views, visits, conversions, and revenue. However, this product does not allow NTO to append UTM variables to links in emails; it only allows NTO to use web tracking code and mobile SDKs to capture and report on their web and mobile activity.

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.

To correct the issue of not being designated as an integrated Marketing Cloud user, the admin should apply the administrator and Marketing Cloud Administrator permission sets to the user5. The administrator permission set grants the user access to all standard objects and settings in Sales Cloud, while the Marketing Cloud Administrator permission set grants the user access to Marketing Cloud Connect features and settings in Sales Cloud. These permission sets are required for completing the integration between Sales Cloud and Marketing Cloud. The other options are incorrect because:

• Apply the Marketing Cloud for AppExchange User option as well. This option will not correct the issue, as it only grants the user access to Marketing Cloud Connect features in Marketing Cloud, not in Sales Cloud. The user also needs access to Marketing Cloud Connect features in Sales Cloud to complete the integration5.
• Reset all passwords to force new tokens. This option will not correct the issue, as it only affects the authentication tokens for API users, not for integrated users. The user needs to be designated as an integrated user before they can use their credentials to log in to Marketing Cloud from Sales Cloud5.
• Apply the appropriate user mappings in the CRM configuration. This option will not correct the issue, as it only affects how users are mapped between Sales Cloud and Marketing Cloud based on their email addresses or usernames. The user needs to be designated as an integrated user before they can be mapped between the two systems5.

 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.

Segment by domain to limit number of sends to each email provider is the option for segmentation that aligns with the IP Warming process. IP Warming 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). Segmenting by domain means dividing the email list into smaller groups based on the email domain, such as gmail.com or yahoo.com. By segmenting by domain, marketers can limit the number of sends to each email provider and avoid being flagged as spam or blocked by the ISPs.

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

A multiplier is applied to each SMS message based on the destination country, which could explain why NTO is already at 75% utilization for their annual Super Messages. For example, sending an SMS message to a subscriber in Germany consumes 1.5 Super Messages, while sending an SMS message to a subscriber in India consumes 3 Super Messages. The other options are not true or relevant.

 Impression Tracking for Triggered Sends is the report that should be used. Impression Tracking for Triggered Sends is a feature that allows marketers to track how subscribers interact with content areas within triggered emails. Impression Tracking for Triggered Sends can be enabled for any content area that uses AMPscript or dynamic content blocks. The report shows metrics such as impressions, unique impressions, clicks, and click rate for each content area

The out-of-the-box Subscription Center can display publication lists and lists, which are two types of data structures that can be used to manage subscribers’ preferences and opt-outs. Data extensions and groups are not supported by the out-of-the-box Subscription Center, but they can be used in a custom Subscription Center.

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.

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.

To ensure only specific Contacts are synced from Sales Cloud, the admin should filter records on a Boolean field1. This allows the admin to select only the Contacts that have a true value for a checkbox field, such as “Sync to Marketing Cloud” or "Email Opt-in"1. Filtering records on a formula field, a date field, or existing records in All Subscribers are not supported options for synchronizing Contacts

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

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.

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.

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.

 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.

The Content Builder Settings under Setup allow the admin to create a default Header and Footer for emails. These settings apply to emails created in Content Builder only. The other settings do not have an option to create a default Header and Footer for emails.

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.

Synchronized Data Sources is the feature that would allow this functionality. Synchronized Data Sources are data sources that allow marketers to import and synchronize data from Salesforce CRM objects into Marketing Cloud data extensions. Synchronized Data Sources can be configured with different settings, such as sync frequency, field mapping, and filter criteria. Synchronized Data Sources enable marketers to use Sales Cloud data in their queries and other Marketing Cloud activities.

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.

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.

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.

 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.

The two prerequisites for configuring Social Studio to manage NTO’s social media accounts are:

• Bitly URL Shortener. This is a service that allows NTO to shorten and customize the URLs that they share on their social media posts. Bitly URL Shortener can also provide analytics and insights on the performance of the URLs, such as clicks, impressions, and conversions2. NTO needs to have a Bitly account and connect it to Social Studio before they can use Bitly URL Shortener for their social media posts.
• Login details for each social media account. These are the credentials that NTO needs to access and manage their social media accounts, such as Facebook, Twitter, Instagram, or YouTube. NTO needs to have login details for each social media account and connect them to Social Studio before they can use Social Studio to create and publish social media posts. The other options are incorrect because:
• Facebook ad manager. This is a tool that allows NTO to create and manage advertising campaigns on Facebook and its partner platforms, such as Instagram or Messenger. Facebook ad manager can also provide analytics and insights on the performance of the campaigns, such as reach, impressions, and conversions3. However, this is not a prerequisite for configuring Social Studio to manage NTO’s social media accounts; it is an optional feature that NTO can use if they want to run paid ads on Facebook or its partner platforms.
• Google URL shortener. This is a service that allows NTO to shorten and customize the URLs that they share on their social media posts. Google URL shortener can also provide analytics and insights on the performance of the URLs, such as clicks, impressions, and conversions4. However, this is not a prerequisite for configuring Social Studio to manage NTO’s social media accounts; it is an alternative service that NTO can use instead of Bitly URL Shortener.

 The issue that the admin could be facing when entering the desired keyword CELEBRATION is that the keyword is used within another business unit. A keyword is a word or phrase that subscribers can use to interact with NTO via SMS messages, such as opting in or out of a text message program. A keyword can only be used by one business unit within Marketing Cloud, so if another business unit has already claimed CELEBRATION as their keyword, then it will be unavailable for other business units1. The other options are incorrect because:

• Keyword is a reserved word. This is not an issue that the admin could be facing when entering CELEBRATION as their keyword, as CELEBRATION is not a reserved word in Marketing Cloud. A reserved word is a word or phrase that has a special meaning or function in Marketing Cloud and cannot be used as a keyword by any business unit1. Some examples of reserved words are HELP, STOP, JOIN, and INFO1.
• Keyword has too many characters. This is not an issue that the admin could be facing when entering CELEBRATION as their keyword, as CELEBRATION does not have too many characters for a keyword. A keyword can have up to 15 characters in Marketing Cloud, and CELEBRATION has only 11 characters1.
• Keyword fails to meet content standards. This is not an issue that the admin could be facing when entering CELEBRATION as their keyword, as CELEBRATION does not fail to meet content standards for a keyword. Content standards are guidelines that NTO should follow when choosing a keyword to ensure that it is relevant, appropriate, and compliant with their industry and market regulations1. CELEBRATION does not violate any content standards for a keyword, as it is not offensive, misleading, or illegal.

 Email attachments is the Marketing Cloud product that NTO should purchase as a solution. Email attachments allows you to attach files such as PDFs or CSVs to your email messages. The files are stored securely in Marketing Cloud and are not publicly accessible. Distributed sending is not a suitable solution because it allows franchisees to send their own emails using NTO’s content, not receive emails from NTO. Content syndication and Analytics Builder are not relevant for this scenario.

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.

Parameter Manager is the solution that the admin should suggest. 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

 Minimum password length is 12 characters and Once created, the user will need to be activated in order to use the SFTP are two considerations that should be taken when configuring an SFTP User. SFTP User is a type of user that allows marketers to securely transfer files between Marketing Cloud and an external location using Secure File Transfer Protocol (SFTP). SFTP User can be configured with different settings, such as username, password, folder access, and activation status. The password for an SFTP User must be at least 12 characters long and must meet certain complexity requirements. The user must also be activated before they can use the SFTP service.

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