Salesforce Marketing Cloud
Consultant Certification Crowd
Sourced Study Guide copy
This study guide, for Internal Salesforce use Only, is a crowd-sourced
document designed to help each of us get this important certification. This is a
“living document.” If you find something that needs to be corrected, please
make the correction. If you have new content to add, please add the new
content.
Finally, if you make any changes / corrections / additions / subtractions,
please document your modifications in the Change Log.
Change Log:
(Please update this WHENEVER changes are made)Marketing Cloud Consultant
Certification Flashcards - Quizlet.url
Column
Column 2
Column 3
1
Date
Changed By
Description of Changes
14 Nov
Eric Hui - Senior
Created the Marketing Cloud
2016
Program Architect
Consultant quip study guide
comprising of study notes, tips,
links and images. Drew much
of the base content from
Christopher Thorborg and
Aline Heulland (thank you
both!).
19 Nov
Chyan Chyan Yee Added links to articles on
2016
Program Architect
things to study and included
Director
tips and area of focus of study
6 Dec
2016
Karl - Senior
Program Architect
11 Jan
2017
Hoang Chuong VuSenior Solution
Architect - Marketing
Cloud
12 Jan
2017
Scott Lief Technology Architect
- Marketing Cloud
12 Jan
2017
Gale Altman - CSD
12 Jan
2017
Yousra Magouri - SR.
Technology Architect
- Marketing Cloud
Gale Altman - CSD
13 Jan
2017
15 Jan
2017
16 Jan
2017
Gale Altman - CSD
16 Jan
2017
Scott Lief Technology Architect
- Marketing Cloud
19 Jan
2017
Pradeep
ManivannanSolutions Architect
Kevin Xie - Solution
Architect
4 Feb
2017
Gale Altman - CSD
Added more tips and article
links to areas I found i was
tough
Added targeted information to
allow for more focused study in
Account Configuration,
Reporting, Data Design and
Automation Studio
Added Automation Studio and
Journey Builder activity info,
updated broken link to Help
page re: Marketing Cloud
Connect emailing to a
Salesforce report/campaign
Added Smart Capture and
CloudPages links, added what
validate checks in emails, added
info on Multipart/MIME,
reasons contact not injected
into journey, and updated tips
under MC Connect.
Added SAP notes and tips
Added Triggered Email Change
Process, Contact entry modes,
JB comparison, and updated
DBOR.
ConnectedApp Authentication
added
Added Web Collect, High Water
Mark information, tips
throughout
Added Marketing Cloud
Connect Prerequisites & Critical
Concepts, updated info re:
emailing campaigns and
reports with Marketing Cloud
Connect.
Added some info related to
Triggered Sends.
Added notes on Cardinality
Change, Root Relationship best
practices, notes on Guided Send
10 Feb
2017
Miguel Alvarez Technical Architect
13 Feb
2017
Miguel Alvarez Technical Architect
vs. User-Initiated Send, and JB
vs Autmation Studio
Moved information about
Profile/Pref. center from AB/JB
to Cloud Pages, Safehouse vs
SFTP correction
Added a more detailed
summary List vs Data
Extension
How to Get a MC learning Account?
http://support.salesforcedemo.com/customer/portal/emails/new
Submit request for NTO accounts (pre set up account, can be used for Demos) and
Learning accounts (No restrictions full fledge MC features)
Note: Some Help & Training Links may not be accessible if they were sunsetted. If you
have taken the course in the past you may still be able to access the courses if you are
logged in.
Discovery (13%)
Provided with a set of business requirements, determine what additional
information is needed to design the recommended solution
Provided with a list of branding and creative strategies, probe for additional
information that is needed to recommend an appropriate solution
Best Practice: Use Web Safe Fonts as close as possible to your brand fonts
https://www.marketingcloud.com/blog/interactive-marketing-design-tips-usingweb-safe-fonts-for-email/
Provided a customer environment and goals, determine the viability of
external systems that need to be included in the solution (POS, CRM,
ecommerce, data warehouse, data source inputs)
Demonstrate how to gather requirements in order to put together the data
and segmentation strategy for the customer (frequency, complexity,
volume of sending)
Engagement
Increasing your audience or making the check out process more complicated does
not improve engagement. Look at things such as conversion rates, what is the
lifelong value of the subscriber, or when was the subscriber's last purchase to
segment your most value customers.
Given a scenario that includes customer information about subscriber
acquisition, management, and attrition, utilize this information to select
solution components
 How to do segmentation of customers
 Key metrics to look at: https://www.salesforce.com/blog/2015/03/emailsegmentation-moving-your-strategy-from-basic-to-best.html
 Understand CloudPages and Smart Capture as possible solutions.
o CloudPages is a Salesforce Marketing Cloud application used to create
and publish targeted marketing content to customers across multiple
channels.
o Use the CloudPages editor to build a collection of content, then
optimize your content for distinct mobile, social, and web experiences.
Publish content immediately or schedule it to publish later. Then,
monitor published content to gauge its performance across each
channel.
o Smart Capture is a flexible and powerful tool for capturing lead
information using your landing pages. You could use a Smart Capture
form to:
 Generate leads from people who sign up to receive a
newsletter or attend an event.
 Create tasks in Salesforce to follow-up with leads.
 Send automated emails to people who complete the form.
 Send email messages through Salesforce.
o For subscribers on lists (rather than data extensions), you can use
Smart Capture to create a custom Profile Center by using AMPscript to
read the subscriber data and load that data into the form. Future
enhancements will allow you to retrieve data from data extensions, so
you can create a custom profile center for subscriber information you
maintain in data extensions.
o Smart Capture cannot currently be used to create a custom
Subscription Center because there is no functionality to retrieve the
lists that exist in your account. Future enhancements will power this
functionality. However, you can hard-code lists and publication lists
into Smart Capture form elements to allow leads to subscribe and
unsubscribe from a static set of lists, data extensions, and
publications.
o For example, a Profile Center and Subscription Center are not
supported with Data Extensions, but you can create a Custom Landing
Page built using Smart Capture and/or AMPscript to act like a
Subscription Center.
 Understand Web Collect
o Web Collect is the Marketing Cloud's sign up form functionality that
allows your subscribers to subscribe, provide attribute information,
or unsubscribe from your communications on your website.
o Data Extensions do not support Web Collect
Given a solution, recommend the appropriate customer skill sets required
to utilize the Marketing Cloud application
Conceptual Design (12%)
Analyze customer data to determine the appropriate data model. (List
model, Data Extensions)
https://help.marketingcloud.com/en/documentation/exacttarget/resources/soluti
on_guides/using_a_list_versus_a_data_extension/
Tips:
 Read the whole documentation link above, including familiarizing yourself on
what is/is not supported in lists vs data extensions table.
List-Based Data Model
Use the list model when:
 your lists will contain 500,000 subscribers or less long-term
 you prefer simplicity over performance
 you do not require fast import speed
 you plan to use a limited number of subscriber attributes
 you use the XML API
Data Extension-Based Data Model
Use the data extension model when:
 your lists are going to be greater than 500,000 subscribers
 you support multiple subscriber data sets (with separate definitions)
 you send global messages
 you require fast import speeds
 you implement triggered sends
 you use the SOAP or REST APIs
 you prefer a flexible subscription model
Help@ summary:
A
B
C
1
Feature
List
Data Extension
2 Size
< 500K
> 500K
3 Import speed
Slow
Fast
4 #Subs attributes
Small
Multiple dataset
5 API
XML
SOAP/REST
Web Service API
6 Triggered sends
Worse
Better
7 Subscription model
Standard
Flexible
8 Messaging
Local
Global
9
Creating
10 Importing
11 List Detective scrub
12 Web Collect
13 [Profile/Preference
]Attributes
14 PK
15
16
17
18
19
Data retention
Sharing
Export
Record Search
Filter & Segment
20 Query Activity
Public/private (=Subs
Center invisible)
Manual add.
Add & Update, Update, Add
500K row/h (faster in ENT.
BU)
At Import time
Supported
Global Profile & Preference
attrs
Text, Numeric, Date,
BooleanSimplicity
ENT. = SubKey, other =
email
N/A
N/A
Yes (+ Quick export)
Yes
Yes (Group creation)
No (ENT. => Join list+attr.
first)
Yes
21 Profile/Subs Center &
custom landing page
22 Dynamic content
Yes
rules, personalization
strings & view as
webpage
23 Sending method,
Yes
preview, user-initated
send, send to N subs
24 Reports & Custom
All
Reports
25 Tracking
Show all list sends
Longer (field
definition, sendable...)
Manual add (via CB)
All update methods
+ Overwrite
1M rows/10'
At Send time
N/A
Text, Numeric, Date,
Boolean, Email,
Phone, Decimal,
Locale.
Flexible, perf model
0..N
Yes
Yes
Yes (+Automation)
By PK only
Yes (copy schema of
DE)
Yes
Custom only
Type manually
View pulls data live
from DE when
rendering
Yes
All but:
* Unengaged Subs
for List
* Email Perf by List
* List Demographics
* List Perf over time
* List Size over time
Show Publication
List
In a given scenario, determine appropriate solution for given requirements
considering technical expertise of personas. (Automation Studio vs.
Journey Builder, for example)
Journey Builder - Journey Builder is a Salesforce Marketing Cloud application used
for creating responsive automated multi-channel
campaigns. https://help.marketingcloud.com/en/documentation/journey_builder/
Automation Studio - Automation Studio is a Salesforce Marketing Cloud application
used to execute multi-step marketing and data management activities on an
immediate, triggered, or scheduled basis. Use Automation Studio's workflow canvas
to build simple or multi-step
automations. https://help.marketingcloud.com/en/documentation/automation_stu
dio/
Tips:
 Focus on what can both Journey Builder and Automation Studio achieved vs
what is the differences between Journey Builder vs Automation Studio.
In a given narrative data flow, select the correct data flow diagram that
depicts that data flow.
Automation Studio and Journey Builder both have activities that can automate
tasks. Key here is to understand the main features/differences of the activities and
how they come together to execute a real life scenario.
Tips:
 Key Idea here is to understand the flow sequence for the activities and
understand what each activity does. (For e.g what is the output of a query vs
data extract activity vs import. If i need to put them in sequence how would
you do it? Similarly for Journey builder activities, what is the difference
between Join vs Engagement Split vs Random Split vs Decision Split. When
would you use which).
https://help.marketingcloud.com/en/documentation/exacttarget/interactio
ns/activities/ https://help.marketingcloud.com/en/documentation/journey
_builder/canvas_activities/
o Import – Input: delimited file, Output: DE
o Data Extract Activity– Input: DE, Output: file on SFTP Safehouse, can
combine multiple extracts before transfer to SFTP Safehouse
o File Transfer – Input: Compressed and/or encrypted file, Output:
decrypted/uncompressed file.
o Query – Output: DE
o JB Engagement Split – Split journey by Open/Click behavior
o JB Random Split – Split journey into 2-10 branches by percentage of
randomly assigned subscribers
o JB Decision Split – Split journey based on filter criteria (can contain 20
paths)
o JB Join – Connect a journey branch to another branch
Automation Studio Activities
https://help.marketingcloud.com/en/documentation/automation_studio/using_aut
omation_studio_activities/
https://help.marketingcloud.com/en/documentation/automation_studio/using_aut
omation_studio_activities/automation_studio_activities_reference/
Journey Builder Activities
https://help.marketingcloud.com/en/documentation/journey_builder/canvas_activ
ities/
In a given customer scenario, identify which User Stories are appropriate to
use for accessing Marketing Cloud
In a given customer scenario, determine factors to consider when scaling
the solution
What are the benefits of Connected App Authentication? Connected App
Authentication is a more secure connection and authentication mechanism between
the Sales, Service, and Marketing Clouds that does not require you to store Sales or
Service Cloud passwords in the Marketing Cloud. It prevents SOAP and REST API
calls made by Marketing Cloud Connect from counting against your rolling 24-hour
limit.
Does Connected App Authentication lift all API Limits? No. Connected App
Authentication only lifts SOAP and REST API calls made by Marketing Cloud
Connect. BULK and Login calls still count against your rolling 24-hour limit. The
majority of calls made by Marketing Cloud Connect are SOAP and REST; BULK API
calls are only used by Individual Email Results and Individual Link Details for
tracking.
ExactTarget API Usage Best Practices
https://help.salesforce.com/apex/HTViewSolution?id=000206500&language=en_U
S
Articulate how data construct will drive one-to-one messaging and content
Explain the purpose of IP Warming and make a recommendation based on
customer needs.
https://help.marketingcloud.com/en/documentation/exacttarget/resources/email
_deliverability/ip_address_warming_guide/
As a new client of Salesforce Marketing Cloud, the sending IP addresses reserved for
your use are new and unused. This means that the IP address has no history of
previously sending mail.
The goal is to build up approximately 30 days of desirable sending history/data so
that ISPs will have an idea of the mail coming from your new IP address. The rampup period may take longer than 30 days for some senders and a shorter period of
time for others. Factors such as your overall list size, list quality, and subscriber
engagement can influence the amount of time it takes for your IP address to be fully
ramped up.
We recommend that you focus on sending to your most active and engaged
subscribers during this critical period since it will be the initial basis for the ISPs to
determine your sender IP addresses sending reputation. To add to this, ramp up
involves sending a limited number of messages per IP per day, it may be necessary
for you to further adjust your current sending practices as part of the process.
Tips
 SFMC gives you a brand new dedicated IP so you need to take time to build
up its reputation and you can't migrate to say an old IP that already has a
good reputation.
 Learn the difference between Triggered Sends, Triggered Automation and UI
Sends. Relate that to the use cases and known examples
 http://help.marketingcloud.com/documentation/journey_builder/entry_sou
rces
Marketing Cloud Connect (6%)
Understand the prerequisites to consider prior to starting a Marketing
Cloud Connect configuration. (Salesforce edition, list of integration users,
scope user, administrator credentials)
Prerequisites & Critical Concepts
https://help.marketingcloud.com/en/documentation/integrated_products__crm_an
d_web_analytic_solutions/marketing_cloud_connector_v5/connecting_the_clouds/p
rerequisites__critical_concepts/
Preconfiguration https://help.marketingcloud.com/en/documentation/integrated_products__crm_an
d_web_analytic_solutions/marketing_cloud_connector_v5/connecting_the_clouds/p
reconfiguration
Understand how to send an email to a contact, lead, campaign, and report
via the Sales / Service Cloud and Marketing Cloud. (sending, triggered,
automated)
 In SFMC you can send emails to contacts/leads defined in a Salesforce
report. To do this, set up a Email Interactions where the target recipients
field is set to a Salesforce report or campaign
https://help.marketingcloud.com/en/documentation/integrated_products__
crm_and_web_analytic_solutions/marketingcloud_salesforce_integration_v2_
non_enterprise_2_0/scenario_guide_using_interactions_to_send_to_salesforce
_reports_and_campaigns/
 You can also can define a Salesforce Send Definition (Interactions → Select
Salesforce Send
Emails) https://help.marketingcloud.com/en/documentation/integrated_pr
oducts__crm_and_web_analytic_solutions/marketing_cloud_connector_v5/ke
y_concepts/salesforce_send_definitions/
 Understand how to set up a triggered send.
o Create a trigger on the object and make active
o Make sure that triggered sends are configured on the object
o The Send Definition should be created in the Marketing Cloud
o Automatically send relevant, timely, personalized messages using
triggered sends. Welcome emails to new customers or thank you
notes for purchases are examples of how triggered sends are
commonly used.
o You can create a triggered send on any object that has a lookup to a
Contact ID or Lead ID, or to an Account object if person accounts are
enabled. After you create a trigger for each object, messages are sent
automatically each time update or insert events occur on the objects.
Understand how Sales / Service Cloud data in the Marketing Cloud can be
segmented.
You can send Classic Email content and Content Builder content to Salesforce
reports, campaigns, Salesforce data extensions, and shared Salesforce data
extensions using the following three methods:
 Salesforce Sends (Marketing Cloud Interactions)
 Guided Send (Marketing Cloud Email)
 Email Send Flow (Marketing Cloud)
Salesforce Data Extensions (SFDEs) are Marketing Cloud Data Extensions that allow
marketers to push tracking data back to their Sales or Service Cloud Orgs. SFDEs can
leverage the same Marketing Cloud segmentation and filtering tools as traditional
Data Extensions. https://help.marketingcloud.com/en/documentation/integrated_products__crm_an
d_web_analytic_solutions/marketing_cloud_connector_v5/key_concepts/salesforce_
data_extension/
Any tracking data for emails sent to SFDE audiences using Marketing Cloud
Salesforce Sends can be pushed back to the Salesforce Contact or Lead record in the
connected Org.
Tips:
 Besides the material above, be familiar with the use of Synchronized Data
Sources
(http://help.marketingcloud.com/en/documentation/synchronized_data_so
urces/)
 Familiar of usage of when to use Marketing Cloud APIs, Journey Builder REST
APIs
 What does Web Analytics Connector do
(http://help.marketingcloud.com/en/documentation/integrated_products__
crm_and_web_analytic_solutions/web_analytics_connector/)
 Understand how leads and contacts profile attributes are set
up: http://help.marketingcloud.com/en/documentation/integrated_product
s__crm_and_web_analytic_solutions/marketingcloud_salesforce_integration_v
2_non_enterprise_2_0/attributes_for_salesforce_leads_and_contacts_procedu
res/
Account Configuration (10%)
Given a customer scenario, recommend the appropriate Marketing Cloud
role based on User Stories.
https://help.marketingcloud.com/en/documentation/exacttarget/enterprise/enter
prise_20_overview/roles/
Why Use a Role
Use roles to manage and control access to actions that can be taken against data in
the application. You might create a Content Creator role for a user to create emails
but not send them. You might want to create a content reviewer role for a user to
only read content.
Characteristics of different types of roles
User Roles - Permissions stay with the user regardless of business unit
Business Unit Roles - Any user working in a business unit acquires the role and
permissions of the business unit
Individual Role - Permissions specifically assigned to the individual
The system uses the permissions aggregated from all of a user's roles according to
the following logic to determine whether the user can access an item:
1. If no permission of the assigned role has explicitly granted access to an
action, the action is denied
2. If one of the permissions of the assigned role has explicitly denied access to
an action, the action is denied
3. Otherwise, the action is granted
Note: Deny permissions always trump allow permissions. Therefore, deny
permissions set in a role will trump allow permissions set on a particular user.
Predefined Roles
Administrator - This role belongs to the overall manager of the Salesforce Marketing
Cloud application and all of the associated Enterprise 2.0 business units. As such,
this role should have full control over all aspects of the application and be able to
create, share, modify, or delete anything in your company structure.
Content Creator - This role can access all facets of content creation, but they have no
control over other aspects of the Salesforce Marketing Cloud application (such as
subscriber information or tracking results). The content creator produces the
images and words used in the email and lays out the actual messages, which are
then approved and sent by other roles within the Enterprise 2.0 organization.
Data Manager - This role primarily maintains subscriber records and any
publication or suppression lists and handles data imports and exports. The database
marketer may have to create relationships that span multiple business units, but
this role usually doesn't create or edit the content itself.
Analyst - This role includes the permissions to read, change, and update all
information related to email sends. However, users with this role are unable to
create or make any changes to content and subscriber lists or administer users.
Marketing Cloud Administrator - A person in this role assigns Marketing Cloud roles
to user and manages Mobile, Social, and Sites Channels, Marketing Cloud Apps, and
Marketing Cloud Tools
Marketing Cloud Viewer - A person in this role views cross-channel marketing
activity that results in the Marketing Cloud
Marketing Cloud Channel Manager - A person in this role creates and executes crosschannel interactive marketing campaigns and administers Social and Mobile
Channels
Marketing Cloud Security Administrator - A person in this role maintains Watchdog
security settings and manages user activity and alerts
Marketing Cloud Content Editor/Publisher - A person in this role creates and
delivers messages through Mobile and Sites Channel Apps
Additional Roles
These roles can be added within an Enterprise 2.0 environment depending on your
needs. While these roles are all related in some way to those defined above, the
permissions enabled on their accounts differ depending on the needs of the role.
Email Marketing Manager - This role retains control over a single business unit.
Applicable permissions include the ability to create, share, modify, or delete
anything within that business unit, as well as the ability to conduct the actual send
of an email. However, this role does not include permissions to change or delete
shared content created by the administrator.
Sales Representative - This role handles sales activities related to a specific
territory. Responsibilities include personalizing templates, inserting content into
those templates, and managing local subscriber lists.
Copywriter - This role handles the creation of email content for several business
units, but there is no control over actual sends or database management.
Regional or Local Administrator - This role manages the administrative detail of one
or more select business units. The assigned permissions let them create and manage
accounts within their selected business units, but they can't alter any information
outside of their assigned coverage.
Outside or Agency Content Creator - Assign this role to users from outside your
organization that might create content for your email sends, such as a freelance
copywriter or a graphic designer from an advertising agency. This role can create
and upload content to the assigned business unit, but they have no other
permissions.
Tips:
 Understand when to use vs not to use custom roles
 Understand the different modes of role assignment and its implications. (E.g.
what is the impact of assigning a role to a BU?)
Determine which type of customer scenario warrants the creation of a
business unit. (publication types, demographic, workflow processes,
organizational structure)
https://help.marketingcloud.com/en/documentation/exacttarget/enterprise/enter
prise_20_overview/business_units/
A business unit is a hierarchical administration structure that controls access to
information and sharing of information. A business unit allows you to manage user
roles for the business unit, view users who have access to the business unit, and
define filter criteria for subscribers.
Business units manage the visibility of data within an account using a hierarchical
structure, which can be organized in any way to match your business needs.
Business units can mirror workflow processes, demographic and behavioral data
about your subscribers, or your organization's operational structure.
Examples of the Enterprise 2.0 Hierarchical Structure
The following examples illustrate typical business unit hierarchical structures.
Use business units for distributed messaging. For example, the top parent
business unit controls creative digital assets, subscribers, and the calendar for
communication (sending schedule). A typical corporate structure that would use
distributed messaging is a corporate enterprise with franchise and corporate owned
stores. The top level owns the advertising copy and subscriber lists and sets the
schedule for sending marketing campaigns to its customers. It creates the template
for the marketing campaign. The second level, which are regional owners of
franchises as well as corporate owned stores, add a customized local message to the
marketing campaign. The individual stores add contact information, such as store
address and phone number.
https://help.marketingcloud.com/en/documentation/exacttarget/enterprise/enter
prise_20_overview/example_1/
Use business units for multi-branded organizations. For example, the top parent
business unit is the corporate brand. The second level business unit represents
individual brands owned by the corporation. The top parent business unit creates a
template with the corporate brand. The secondary business units add their
branding. The third level business unit may be a division or a region for the brand.
This level would add the content for the communication and would manage the
subscriber lists.
https://help.marketingcloud.com/en/documentation/exacttarget/enterprise/enter
prise_20_overview/example_2/
Use business units for marketing campaigns. For example, the top parent
business unit is the marketing department. The second level business unit
represents individual marketing campaigns. The third level business unit represents
events, such as conferences. This is a hybrid structure and subscribers need to be
managed at each level and opt-in for each event. Subscribers also need to be
managed at the top parent business unit level to ensure that subscribers choices are
honored, which can be accomplished through suppression lists.
https://help.marketingcloud.com/en/documentation/exacttarget/enterprise/enter
prise_20_overview/example_3/
Tips:
 Business units can mirror your organization's operational structure and as
depicted by diagram above you can only have one parent BU.
 Understand the implications of using a separate business unit. In short why
business units?
(https://help.marketingcloud.com/en/documentation/exacttarget/enterpris
e/enterprise_20_overview/)
 What are the implications for subscribers after multiple business unit is
implemented?
 Consider what it means for a brand in a business unit if they have their own
physical address and sender authentication package (SAP).
In a given scenario, troubleshoot issues regarding Reply Mail Management.
https://help.marketingcloud.com/en/documentation/exacttarget/admin/reply_ma
il_management/
Reply mail management is a feature that automatically manages replies (including
those from auto-responders) and leave or unsubscribe requests received in
response to your emails.
You configure your account to use a special Reply-To address in your emails. When
a subscriber manually replies to the address or when the subscriber's account
automatically replies, the email message goes to the Reply-To address you created.
When the Reply-To address receives an email, RMM applies a series of Match-Action
rules to determine whether the email is an out-of-office reply, auto-reply, or
unsubscribe request and acts on the message according to how you configured the
feature.
RMM also allows you to do the following:
 Forward an email to different users depending on different circumstances.
 Conditionally auto-reply and control the content of that auto-reply message.
You configure RMM on the Reply Mail Management screen, accessed from the Admin
tab of the Salesforce Marketing Cloud application. This includes adding additional
terms to the ones already listed in this document, if you have that feature enabled.
Contact your Salesforce Marketing Cloud relationship manager if you have any
additional questions regarding this feature and how to add it.
RMM is effective in addressing automated replies produced by nearly all email
software in use today. However, due to the use of non-standard protocols by a few
mail clients, RMM might not address 100 percent of auto-replies. In most situations,
RMM handles more than 90 percent of auto-replies.
Tips:
 If your unsubscribes are not being respected then what are some of common
reasons why?
 Read the link for RMM and understand all the options when configuring
RMM.
 You can use triggered emails to respond to reply mail and to send email list
opt-in confirmation messages.
 Send as Multipart MIME - Determines whether you send the message as
multipart MIME to provide a text version of the email to subscribers whose
email client doesn't support HTML email. You should also use multipart
MIME format for international sending, because it allows you to use
character sets other than US-ASCII. This automatically sends a text version
with the HTML version along with your text version.
Analyze the impact of applying Sender Authentication Package (SAP) to a
business unit. (link wrapping, landing pages, image URLs)
https://help.marketingcloud.com/en/documentation/exacttarget/content/sender_
authentication_package/
Sender Authentication Package (SAP)
The Sender Authentication Package provides a collection of products designed to
help ensure your email messages reach the inboxes of the intended recipients:
 Private Domain - This product assigns a domain used to send email. This
domain acts as the From address for your email sends. The Salesforce
Marketing Cloud will authenticate your email sends using the Sender Policy
Framework (SPF), Sender ID, and DomainKeys/DKIM authentication.
 Account Branding - The Salesforce Marketing Cloud will brand your account
with your chosen authenticated domain. This product modifies link and
image wrapping and removes all references to the Salesforce Marketing
Cloud in favor of your authenticated domain.
 Dedicated IP Address - This product assigns a unique IP address to your
account. All email sent from your account via the Salesforce Marketing Cloud
will use this IP address. This IP address represents the majority of your
sending reputation.
 Reply Mail Management - This product controls the replies you receive from
your subscribers. You can assign filters for out-of-office messages and
manual unsubscribe requests.
SAP helps your subscribers identify with your brand and increases awareness of
your brand. To purchase the SAP collection of features and help increase the
deliverability of your email messages, contact your relationship manager.
Tips:
 Understand the use of both sender profiles and delivery profiles and how
their configurations affect the emails being sent.
(https://help.marketingcloud.com/en/documentation/exacttarget/admin/s
end_classifications/)
 Be aware that setting a new SAP and dedicated IP address to a business unit
will require IP warm-up considerations as reputation is not inherited or
carried over.
 Who needs SAP? SAP is right for any client who is sending more than 100k
messages/month (the minimum needed to keep a dedicated IP ramped up)
who is also concerned about branding and who wants to ensure Salesforce
Marketing Cloud doesn’t reflect anywhere in links or images.
 Can we put multiple SAPs on 1 account? No, a single MID can only support 1
SAP for branding purposes (i.e. the links and images can only point to 1
domain). This is a limitation of the way brand tags work. You can have
multiple Private Domains on a single MID. This means the client could send
from multiple FROM addresses but the links and images would always point
back to the SAP domain chosen. You can have 1 SAP per business unit.
 Can SAP be shared across multiple accounts? As long as the MIDs exist on the
same stack, SAP can be copied over to them. Just send a case over to
Deliverability for review (please reference the MIDs involved in the move
and the original SAP configuration case number).



Can we have more than 1 IP address on an account with SAP? This can be
accomplished. The additional IPs can also be “wrapped” with the SAP domain
chosen to keep branding consistent. Please note that additional Dedicated IPs
must be purchased separately.
Can my client use SAP without a high volume to warrant a dedicated IP in
order to take advantage of branding? Absolutely. If your client is sending less
than 100k per month, they can still benefit from authentication of SAP and
request that they remain on our shared IPs or share another IP within their
account structure. This request must be spelled out UPFRONT in the
opportunity or noted by the client on the SAP form.
What is the process to change an SAP domain? SAP domain changes require
the purchase of a new SAP package if it has been more than 30 days since the
original configuration was put in place. The package can be discounted, and
the existing Dedicated IP will remain in place.
Reporting (7%)
Explain how the information in data views and tracking extracts are
accessed.
Tracking Data - The data extract type provides granular tracking data for import
into external systems. Tracking extracts can output several types of data related to
an email send. Data can be accessed by setting up a data extract of type tracking
extract. The output will be a zip file containing CSVs for each of the data points
selected.
Data Views - Data Views are system tables that store tracking data that can be
accessed in query activities. All these views can be joined with each other and/or
other data extensions in the account and then pushed to data extensions.
Compare and contrast standard reports, data views, and tracking extracts.
Tips:
 Understand what information does a tracking extract provide
(https://help.marketingcloud.com/en/documentation/exacttarget/interacti
ons/activities/data_extract_activity/extract_types/tracking_extract/using_tr
acking_extracts/) and how to make use of them
 Understand Complaint vs Unsubscribe
Views https://help.marketingcloud.com/en/documentation/exacttarget/int
eractions/activities/query_activity/data_view_complaint/ https://help.mar
ketingcloud.com/en/documentation/exacttarget/interactions/activities/que
ry_activity/data_view_unsubscribe/
 Be familiar with the types of data available from data
views: https://help.marketingcloud.com/en/documentation/exacttarget/int
eractions/activities/query_activity/ (eg, bounce, click, open, sent,
subscribers, subscribersms, unsubscribe)

Know what reports are best for BUs and tracking data (e.g. Account Send
Summary, Campaign Email
Tracking): http://help.marketingcloud.com/en/documentation/exacttarget
/tracking/reports/
Summarize Send Logs including when/why to use it; how to create and
manage.
https://help.marketingcloud.com/en/documentation/exacttarget/subscribers/sen
d_logging/
Send logging gives you access to data not available via standard tracking functions
in the Salesforce Marketing Cloud application. You can also specify how long that
information will be available depending on your data retention needs.
To use send logging, you create a data extension that uses the send logging template.
Each account receives one send logging template and data extension. Some fields are
required on this data extension to identify the send, subscriber, and other
information. To keep additional information in the send logging data extension, you
must create a column in the data extension to contain it. The names of the columns
in the send logging data extension must exactly match the names of the attributes or
the fields in the sendable data extensions in order to log any values.
You can run query activities on the send logging data extension to return
information on the information contained in that data extension. You can also use
measures, filters and programs on the data extension to segment the information
contained within the data extension. The measures, filters, and programs used on
the data extension may change depending on what information you need to extract.
You can also use AMPscript to determine in which context content is displayed and
pull information from a send logging data extension related to that context. For
example, you can display different content depending on whether that content is
displayed in an email or a web page. You must specify a context in order to use
values obtained via send logging. Only user-initiated send, triggered send and A/B
Tests sends are logged in the send log. (Guided sends can also be logged to a send
log. There is a knowledge article on this.)
Tips:
 Send logging makes use of a data extension to store the logs which means it
also carried a retention policy. Also, since data is stored in a data extension
you can extract data out using query activities. Read the send logging
documentation and understand what it does.
 There can only be one sendlog per business unit.
 You can set a retention policy on a sendlog (and is highly recommended) like
any other data extension but this is NOT automatically set by default. Send
logs can be archived.

A send log cannot be added to a standard report or added to a standard
view.
Data Design (13%)
Explain the various data objects in the Marketing Cloud. (data extensions,
list model, data retention model, publication lists, suppression lists)
Lists
A list is a compilation of subscribers that receive your communications. All of your
subscribers belong to the master All Subscribers list in your account. You create as
many lists as you need to segment your subscribers so that you can target your
email communications.
Data Extensions
A standard data extension is a table within the application database that contains
your data. Usually, the data you keep in a data extension relates to a subscriber but
does not fit in the subscriber profile and preference attributes for one of the
following reasons:


A subscriber has varying values (e.g. different transactions)
Information is related to subscribers through another table (e.g. subscriberairport code and airport code-name)
Publication Lists
A publication list helps you manage how subscribers receive several different
categories of emails or SMS messages. For example, you might send newsletters,
advertisements, and alerts. Each of these is a different category, so you would create
a separate publication list for each category. When you send a newsletter, you
associate the send with the newsletter publication list to identify to the system what
kind of content is inside the publication.
Suppression Lists
A suppression list is a list of subscribers that you don't want to receive your
communications. Suppression lists filter out email addresses and prevent those
addresses from receiving your messages. Suppression lists serve as a "do not
contact" list for your email sends. Examples of the types of addresses included on a
suppression list are addresses with a history of spam complaints, unsubscribe lists
from previous providers or advertisers, addresses of your competitors, and canceled
customers.
Suppression lists are a different category of lists and have unique properties.
Subscriber records on a suppression list do not have a subscriber status and
are not counted in the All Subscriber count. Suppression lists are available if you
use sendable data extensions.
Suppression lists differ from exclusion lists, although the filtering logic at send time
is the same.
Exclusion Lists
Exclusion lists are subscribers who have a status (active, bounced, held,
unsubscribed) and who may want to continue receiving messages. You select
an exclusion list at the time of send. For example, you send a newsletter to List A but
later realize you want to send it to List B. Some of the subscribers on List A also exist
on List B and you don't want to send them the same email twice. When you send to
List B, you select List A as an exclusion list.
Tips:
 Understand when to use publication list vs suppression list vs unsubscribe
list vs exclusion list
Understand available data types, retention and template options when
building a data extension.
Data Extension Templates
In some cases, such as when you use a data extension as part of a live offers solution,
you must use a data extension template to ensure that all of the required fields are
included in the data extension. A limited number of data extension templates are
provided with the application. When you use a data extension template, you must
include the specified fields, and you can also choose to add additional fields.
Data Extension template Examples
 CouponCode/CouponRedemption
 SendLog
 TriggeredSend
Data Types (for data extensions)
 Locale, country code used for Mobile
 Decimal (used for currency, drops preceding zeros)?
 Phone
 Email
 Boolean
 Number
 Text
Retention
https://help.marketingcloud.com/en/documentation/exacttarget/subscribers/data
_extensions_for_exacttarget_marketing_cloud/managing_policies_for_a_data_extensi
on/
By default, the data extension retention policy deletes unused data extensions after
6 months. The deletion process runs nightly. You must set these options when
creating the data extension and you cannot modify the delete settings for an existing
data extension. You can modify the deletion period for existing data extension.
Data Retention Options:
 Retention Setting - Select On to ensure the application deletes all records in
the data extension at the same time.
o Delete:
 Individual Records - When this option is selected, the data
extension is retained but the individual records inside the data
extension are deleted.
 All Records - When this option is selected, the data extension is
retained but the records inside the data extension are deleted.
 All Records and Data Extension - When this option is selected,
the entire data extension and the records inside the data
extension are deleted.
o Period:
 After: Enter the number of days after the data extension was
creation to wait before deleting.
 Reset period on import: Check this box to extend the retention
date following a new import to the data extension.
 On: Select a specific date to delete.
Understand how data is retrieved within a Relational Data Model. (basic
SQL)
SQL Alias
In SQL, you can alias tables and columns. A programmer can use an alias to
temporarily assign another name to a table or column for the duration of a SELECT
query. Assigning an alias does not actually rename the column or table. This is often
useful when either tables or their columns have very long or complex names. An
alias name could be anything, but usually it is kept short.
The general syntax of an alias is SELECT * FROM table_name [AS] alias_name. Note
that the AS keyword is completely optional and is usually kept for readability
purposes. Here is some sample data that the queries below will be referencing:
Department Table
1
2
3
4
DepartmentID
31
33
34
35
DepartmentName
Sales
Engineering
Clerical
Marketing
Using a table alias:
SELECT D.DepartmentName FROM Department AS D
We can also write the same query like this (Note that the AS clause is omitted this
time):
SELECT D.DepartmentName FROM Department D
Tips:
 Publication lists is a great way to receive different categories of emails.
 How do you write the SQL if you only need selective columns from the tables
(aka instead of SELECT *) SELECT CustomerName,City FROM
Customers;
 You can have an inner join or other join with multiple tables before and after
the FROM.
Given a customer scenario, recommend appropriate import method with
list or data extensions. Understand the implications of a system being
database of record.
A database of record (DBOR) is a repository for centralized storage of information
about objects or people and it maintains a subscriber status.
Automation Studio (8%)
Given a customer scenario, select the appropriate workflow that meets the
business requirement. (import, segmentation, email send)
Automation Studio is a Salesforce Marketing Cloud application used to execute
multi-step marketing and data management activities on an immediate, triggered, or
scheduled basis. Use Automation Studio's workflow canvas to build simple or multistep automations.
Triggered automations are automations that are prompted to run when a file is
dropped into a designated Enhanced FTP folder. Triggered automations do not run
on a schedule; rather, they run automatically whenever the Enhanced FTP folder
detects the addition of a new file.
Compare and contrast triggered and scheduled interactions.
Common Automation Studio Activities
Send Email Activity
Use this activity to choose and configure an email message. You can send the email
on its own or put it in sequence with other activities and schedule it for a particular
date and time.
 Using the Send Email Activity creates a Send Definition that can be used in
other sends.
SQL Query Activity
A query is an activity to retrieve data extension or data view information that
matches your criteria and include that information in a data extension. You use SQL
to create the query you use in the query activity.
 When you create a query activity, you write the SQL statement that defines
the query.
 Write the query against any existing data extension or the data views
provided in the system.
 A Query Activity SQL statement is an isolated statement that cannot take
input parameters from other activities or other processes.
 Retrieve up to six months' of data from all of the data views.
Import File Activity
Use this activity to update a subscriber list or data extension using an external file.
During the process, you also create an import definition, which establishes import
file details and the import activity's behavior while running. The activity uses this
import definition each time it runs
 If the file you are importing is encrypted or compressed, you can use a file
transfer activity to prepare the file for import.
 If you are a Marketing Cloud Connect user, you can use an import activity to
create and populate a data extension with data from a Salesforce object or
report.
File Transfer Activity
Use this activity to unzip and/or decrypt a file found in the Marketing Cloud's
Enhanced FTP directory or to securely transfer file(s) from the Marketing Cloud's
secure file transfer location, the Safehouse, to a selected FTP location.
 Use Manage File (formerly the Download option) to unzip and/or decrypt a
file in the Enhanced FTP directory.
 Use Move a File From Safehouse (formerly the Upload option) to move a file
from the Marketing Cloud's secure file transfer location to a designated FTP
location.
Script Activity
A server-side JavaScript activity contains your server-side JavaScript and executes
that script when started, either on its own or as part of a scheduled program.
 The server-side JavaScript activity includes server-side JavaScript scripts as
part of a program that runs at a pre-determined interval of time.

Use these scripts to accomplish any task for which you would use server-side
JavaScript in an email or landing page. Order these scripts within an
automation to run in any sequence.
Filter Activity
Apply a data filter to a list or data extension to segment the list or data extension
into groups of subscribers or contacts who meet the criteria you set. Filtering
subscribers or contacts makes targeting specific subscribers or contacts based on
their attributes and other conditions easier.
 Data filters are created in Email Studio. Create the data filter you plan to use
in the filter activity prior to configuring the activity.
 If you select a filter that is based on profile attributes, select the list to
segment with the filter and provide a name for the group that contains the
resulting segment.
 If you are filtering a data extension, a new data extension is created as a
destination for filtered contact records. Select the data filter and provide a
name for the data extension where the resulting segment is added.
Data Extract Activity
The data extract activity creates one or more zipped files for your use outside the
Marketing Cloud application. It can also be used to convert an XML file into a
comma-delimited, tab-delimited, or pipe-delimited file for import into your account.
 A File Transfer Location must be configured and specified in Account Settings
prior to using the data extract activity.
 Use the file transfer activity to place extracted data in a file location you
choose. Data extract files are supplied in .zip format.
 When using the data extract activity in an automation, include the file
transfer activity in a separate step to prevent the file transfer activity from
looking for the data extract file before the data extract is complete.
 The fields included in a data extract file vary according to the Extract Type
you choose.
 Extract types reference:
https://help.marketingcloud.com/en/documentation/automation_studio/us
ing_automation_studio_activities/use_a_data_extract_activity/extract_types_r
eference/
Wait Activity
Wait activities cause an automation to wait for a specific duration or until a specific
time before performing the next step. You can include one or multiple wait activities
in a single automation.
 An automation must finish its run completely before subsequent runs begin.
When an automation is in the middle of a wait activity at the time when the
next scheduled or triggered run should occur, that run is skipped.
Tips:
 Understand clearly the difference between a triggered automation and a
scheduled automation.
 Understand when you would use a triggered automation over a scheduled
automation and vice versa.





Understand all the activities available in Automation Studio including
sequence in which they should be constructed. (E.g. when do you use a file
transfer activity)
Full set of
Activities: https://help.marketingcloud.com/en/documentation/automation
_studio/using_automation_studio_activities/automation_studio_activities_ref
erence/
If you need to import data into MC from an encrypted file uploaded to the
SFTP, what is the decryption flow sequence of activities. >> File Transfer,
Import
If you need to extract subscriber activity data out of MC based on a certain
criteria to send to a customer, what is the flow sequence? >> Data Extract,
File Transfer
Understand MyTracking and MyLists
Email Build (6%)
Understand the required steps to build, test, and deploy an email based on
customer requirements.
Sending Emails

Send Flow - Send Flow replaces Guided Send for Content Builder emails and
guides you through the necessary steps to send your email.
 Guided Send - guides you through the necessary steps to send your email. If
you want to send a manual email using existing measures a Guided send is
the way to go.
 Subscriber Preview and Test Send - Subscriber Preview is a rendering of an
email as it will be viewed by a recipient. After the initial subscriber preview,
you can proceed through the rest of the recipients to see previews for each
subscriber and send a test.
 Send Preview - Send Preview is a rendering of an email as it will be sent to a
recipient. After the initial preview, you can proceed through the rest of the
recipients on the list to see the preview for each.
 Simple Send - Simple Send is a quick way to send your email with limited
sending options.
 Simple Automated Send - Simple Automated Send allows you to setup a
simple automation to send the email once a year or one time.
 User-Initiated Send - User-Initiated Send sends your email as part of a
program.
 Triggered Send - Triggered Send sends your email in response to a
subscribers action.
Know how to pause and edit a Triggered email:
To change a triggered email after you start the interaction, pause the interaction
before you edit the content. After you make your changes, publish those changes
before you restart the interaction. If you do not publish changes before restarting
the interaction, the changes appear in Email Studio, but subscribers who trigger the
email receive the old version. While the interaction is paused, messages that
subscribers trigger queue until you restart the interaction.
Know what Validate checks
Email Validate checks your email message for common issues that could prevent
your email from being sent. Run validate on your email and make corrections before
starting any sending process.
Validate checks for the following required elements:
 The presence of an unsubscribe link.
 The presence of a physical mailing address.
 Correct syntax for attributes.
 Each content area specified in the dynamic content rule exists.
Guided Send vs. User-Initiated Send
o Guided send can send emails without saving while User initiated
send must be saved before send
Explain the various ways to individualize email content. (AMPscript,
personalization strings, dynamic content, guide template language)
Dynamic content requires AMPScript skills. Read below.
AMPScript
The AMPscript scripting language allows for personalized content within HTML
emails, text emails, landing pages, SMS and MMS messages, and push notifications
from MobilePush.
AMPscript can also interact with your data extensions. Use AMPscript to include
information from your data extensions in your messages and to update data
extensions with information from your landing pages.

Relational Data - Use AMPscript to look up relational data. For example, use a
function to find an airport name from an airport code associated with a
subscriber. AMPscript can return multiple records related to a contact, such
as all the rates for flights from a home city to a city the contact recently
searched for.
 Display Metadata about the Data - Use AMPscript to indicate whether a
record exists for the subscriber. AMPscript can help determine whether a
subscriber completed a transaction in the last month. AMPscript can limit the
number of records returned from the relational data. For example, you can
ask to see only the top three fares for flights from a home city to another city.
 Provide Control Logic - Use AMPscript to provide logic that performs
different operations based on a subscriber value. AMPscript can store
subscriber values as variables on which your program can perform
operations.
 Format Values - Use AMPscript to format text, numeric, date, and time values.
 Create and Track Impression Regions - Use AMPscript to create impression
regions for use in tracking the effectiveness and performance of an email
message.
 Ampscript can be used to personalize when the data included in the data
extension is not in the send definition.
http://www.slideshare.net/DEGdigital/deg-exact-target-training-personalizationbasic-ampscript
H&T: MC Services - Beginning AMPScript 101 - INTERNAL
AMPscript Syntax Guide
SSJS (Server-Side JavaScript)
You should exclusively use AMPscript or Platform object server-side
JavaScript functions in email messages and reserve your use of core library
server-side JavaScript to landing pages and applications.
From there, several factors may influence your choice to use one language over
another:



AMPscript can simply and efficiently handle inline personalization or simple
IF ELSE statements.
AMPscript can better handle use cases where each subscriber needs to see
unique content than can server-side JavaScript.
AMPscript can present a shorter learning curve than server-side JavaScript
for users new to scripting languages in general.

A great deal of people already know JavaScript and can immediately apply
that knowledge to the Salesforce Marketing Cloud application.
In general, the vast majority of users can handle the tasks they need to
perform using AMPscript. Use Core library server-side JavaScript functions only to
accomplish tasks on landing pages where AMPscript does not provide appropriate
functions.
Guide Template Language
Guide Template Language (Guide or GTL) provides a declarative syntax used for
creating personalized, dynamic, data-driven messages. Construct templates for use
across channels and layouts. Guide Template Language leverages the widely
adopted Handlebars and Mustache template languages and provides additional
functionality. Guide Template Language simplifies how users interact with content
and data and helps them quickly build personalized Journey messages. Typical
users include designers, developers, and technical marketers involving
sophisticated content use cases.
More information can be found here:
https://help.marketingcloud.com/en/documentation/guide_template_language/
Dynamic Sender Profiles
If your subscribers have relationships with different employees of your businesses,
you may wish to have them interact with those employees on a one-to-one basis.
This solution allows you to send a single email (which maintains your corporate
branding and makes sure that information sent out remains consistent) and have all
replies directed to a subscriber's individual representative.
Basic overview of how this is configured:
1. Setup new Sender Profile with personalization strings for the from name and
email address
2. Create Send Classification to include the new Sender Profile (not required as
the Sender Profile can be overwritten at send time)
3. Create list attributes or fields in sendable data extension to populate
personalization strings that were set up in the Sender Profile
4. Execute send ensuring new Sender Profile/Send Classification is used
Compare and contrast the ways to individualize content, such as: SSJS vs
AMPscript, Dynamic Content Wizard vs. AMPscript/LookupRows function.
http://help.marketingcloud.com/en/documentation/ampscript/ampscript_syntax_
guide/data_extension_ampscript_functions/lookuporderedrows/#LookupOrderedR
ows
Tips:

Ampscript's LookupOrderedRows function returns multiple rows from a data
extension
Explain various Marketing Cloud Email technologies. (Link Alias tags,
Impression regions, Web Analytics Connector)
Link alias tags are helpful in email conversion tracking. It allows the tracking of the
same URL that appears in different emails or sections in the same email. Tracking
alias differentiates click activity and can be found in reports.
Contact Builder (14%)
Explain the role and capabilities within Contact Builder. (tools such as data
designer, all contacts, data extensions, imports, data sources, contact
configuration)
https://help.marketingcloud.com/en/documentation/contact_builder/
Contact Builder 101: Introduction to Contact Builder Help & Training Course (be
sure you are logged in first, the link may not work for you if you have never accessed
it prior to its sunset date of
9/30/2016) https://help.salesforce.com/HTTrainingModulesDetail?courseId=a1S3
0000000isvjEAA&Catalog=Standard
Contact Builder provides several tools used to manage contact data for use in
building 1:1 relationships:
 Contacts Configuration - Determine how Contact Builder processes imported
contact information
 Data Designer - Define information about your contacts and relate that data
directly to the contact record by linking data extensions
 Data Extensions - Create and manage the data extensions that hold contact
information
 Imports - Create the processes that move contact information into your data
extensions
 Data Sources - Visualize where your contact data originates and assign
attributes to those sources
Tips:
 Contact Builder can clear values from data extensions. It uses Import (Add
Only, 'Update Only' or 'Add and Update') to bring data into data extensions.
When does 'Overwrite' option come into play? If importing to a data
extension, your data extension must have a primary key or the only update
type option is "overwrite". If you have to load a completely unique file over
time your only option is overwrite.
 You can add a contact manually to a list.
Understand how cardinality and root relationships impact data modeling.
Once you create the cardinality of a link between two data extensions, changing that
cardinality can radically alter how different entities within your account behave.
Best Practices
Root relationships should create a single master record for contact information.
Enabling several root relationships within an account can disrupt data relationships,
especially when enabling multiple primary key values. Follow these guidelines:
 Ensure you use only the Contact Key value as a primary key in root
relationships.
 Limit the number of data extensions with root relationships to the
contact record. Each root data extension should contain channel addresses,
such as email addresses or mobile numbers. Avoid repeating Contact Keys in
multiple root data extensions if possible.
https://help.marketingcloud.com/en/documentation/journey_builder/troubleshoo
ting_contact_issues/
Tips:
 Changing Cardinality and Data Extension Links
o Once you create the cardinality of a link between two data extensions,
changing that cardinality can radically alter how different entities
within your account behave. For example, if you change the
relationship between a contact record and a data extension, any
filtered lists relying on information from the data extension will no
longer have access to that information.
o Consequently, that contact may not show up in the filtered list and
will not receive any sends making use of that filtered list.
o Ensure that you completely understand the effects of any change
involving cardinality or data extension links before making those
changes in your account:
o ref: https://help.marketingcloud.com/en/documentation/contact_bui
lder/data_designer/
Summarize how to use Data Designer to incorporate data source into
Contact Builder.
https://help.marketingcloud.com/en/documentation/contact_builder/data_designe
r/
The Data Designer tool defines, organizes, and relates information to contacts within
your account. All contact information resides on subscriber lists and data extensions
contained in your Salesforce Marketing Cloud account. Data Designer enables you to
manage how data extensions store that information, as well as how those data
extensions relate to each other.
When you create the relationships between data extensions, you can specify the
cardinality for the relationship:
 One-to-One Relationship
 Population
 One-to-Many Relationship
 Many-to-Many Relationship
Example: Contact 1:1 Customers 1:M Orders 1:M Products
Given a customer scenario, know how to build an Attribute Group to be
used for a simple interaction.
Attribute groups collect several data extensions into a single entity for use in
organizing and interacting with contact information. Each attribute group can
contain multiple data extensions, and each data extension can include multiple
attributes. You can link data extensions to either the contact record or different data
extensions, including data extensions from other attribute groups.
Tips:
 Use templates to create attribute groups designed to accomplish certain
tasks.
Journey Builder (11%)
Compare and contrast the automation tools, such as Journey Builder,
Automation Studio, and Pardot.
Both Journey Builder and Automation studio have wait activity features, the ability
to define an email send, and you can fire an event from automation Studio to
Journey Builder.
Given a customer scenario that includes Journey Builder, evaluate the
requirements, activities, and steps.
Journey Builder 101
Training: https://help.salesforce.com/HTTrainingModulesDetail?courseId=a1S300
00000iJ1EEAU&Catalog=Standard
https://help.marketingcloud.com/en/documentation/journey_builder/canvas_activ
ities/
Tips:
 Understand when to use Journey Builder vs Automation Studio
 Understand the different re-entry criteria for Journey Builder
 Understand all the different activities in Journey Builder and what they do
(e.g. define goal, update contact data, random split vs decision split vs
engagement split)
 Understand how to improve purchase frequency using Journey Builder using
last purchase date, channel preference, and other relevant subscriber data.
 What capabilities is found in Journey Builder but not Automation Studio?
Example include Lead Conversion
Contact entry mode dictates when a contact is eligible to enter a journey. Journey
Builder offers three entry options to dictate when contacts can enter a journey.
 Select No re-entry if contacts cannot enter the journey again after a previous
entry. This setting applies across all versions of a journey. Once you activate
the journey, you cannot change this option.
 Select Re-entry at any time if Contacts may enter the journey multiple times
before exiting. This setting injects a contact into the journey each time that
contact meets filter criteria, if applicable. Once you select this option and
activate the journey, you can change the option to Re-entry only after exiting
after creating a new version. Use for post-purchase communications.
 Select Re-entry only after exiting if a contact must exit the journey before
re-entering it. This setting injects a contact into the journey when that
contact meets filter criteria, if applicable. However, the system does not reinject that contact into the journey until after that contact exits the journey.
Once a contact exits the journey, the contact can enter again after meeting
filter criteria, if applicable. Once you select this option and activate the
journey, you can change the setting to Re-entry at any time by creating a
new version.
The system observes Contact Entry setting at the journey level and it persists for
each version of a journey.
Explain the requirements for and the methods by which a contact can enter
a Journey.
Entry Events prompt Journey Builder Interaction to begin. Events are fired using an
API or Automation Studio.
Events are commonly fired when an update is made to a data source, often a data
extension, that is linked to an Interaction. See the Data Extensions section at Journey
Builder Prerequisites for information about using a data extension as your data
source.
Journey Builder can have a number of entry sources:
(https://help.marketingcloud.com/en/documentation/journey_builder/entry_sour
ces/)
o Automation Studio Audience
o CloudPages Form Submit Entry Event
o Contact Builder – Contact Event - An event was configured in Contact
Builder, then configured in Journey Builder using the
EventDefinitionID
o Contact Data Entry Event
o Date-Based Entry Event
o Email Studio Audience
o Mobile Studio Audience - Records in a MobileConnect list should enter
a journey (mobile response is not an entry source)
o Salesforce Campaign Entry Event
o Salesforce Data Entry Event
Journey Builder Contact does not inject into
Interaction: https://help.salesforce.com/articleView?id=000220316&type=1&lan
guage=en_US
Also review: Troubleshooting Contact Issues
Contacts fell below the High Water Mark
Journey Builder tracks the last event processed for the event source data extension
to prevent individual events from being injected into an interaction more than once.
This is known as the "High Water Mark." When an event is run, only records in the
event source data extension above the High Water Mark will be processed. Records
below the High Water Mark will be ignored.
This becomes problematic if an event source data extension has a primary key set
on the field related to Subscriber Key. If an import or query activity is updating
records in the event source data extension, they will not be assigned a new row in
the data extension. This means that for contacts who may now meet filter criteria
for the trigger, but who did not on previous runs of the entry event, they will still not
be injected since they fall below the High Water Mark.
In order to avoid issues with the High Water Mark, it is recommended as a best
practice to either use no primary key on the event source data extension or to use a
primary key other than Contact Key, Email Address, Mobile Number, or Device ID.
Additional Resources
Marketing Cloud Consultant Deep Dive Study Guide - Partner Practice Development
http://image.mail.salesforce.com/lib/fe9d1c727563047c75/m/1/b694a346-3f5e478d-acaa-79069b4024ac.pdf
Accelerator Quizzes (Must be logged in to access):
Accelerator: Marketing Cloud Connector Optimization Exam
Accelerator: Marketing Cloud Data Features Quiz
Accelerator: Marketing Cloud Journey Builder Base Exam
Simple Marketing Cloud Quiz:
https://help.salesforce.com/HTTrainingModulesDetail?courseId=a1S0M000003BH
Dc