AD0-E555 Adobe Marketo Engage Professional Questions and Answers

Two possible purposes of the email preference center are:

D. Give recipients the option to choose how often they want to receive marketing emails .  This can help you retain as many of your subscribers as possible, by putting them in control of what they receive and avoiding unsubscribes or spam reports 2 .

C. Allow recipients the ability to change their Adobe Marketo Engage communication limits .  This can help you personalize your communication and offers based on the recipient’s preferences and behavior 3 .

According to the Adobe Marketo Engage documentation, programs represent a single marketing initiative that contains all the assets and logic needed to execute and track it 1 .

There are four types of programs in Adobe Marketo Engage: Event, Engagement, Email, and Default 1 .

Event programs are used for live or online events that have a specific time and date 1 .  They help coordinate, facilitate, and track the event activities and outcomes 1 .

Engagement programs are used for drip nurturing campaigns that send content to people at a set periodic schedule 1 .  They help deliver relevant and personalized messages to prospects and customers over time 1 .

Email programs are used for one-time email blasts that have built-in features like A/B testing and Email Head Start 1 .  They help send targeted and timely emails to large audiences 1 .

Default programs are used for anything that is not an event, engagement, or email program 1 .  They can be customized for various use cases and scenarios 1 .

Therefore, the correct answer is B.  Event, Engagement, Email, Default.  References:   1 :  Understanding Programs | Adobe Marketo Engage - Experience League

To change the channel of an Event Program from Webinar to Seminar, the marketing manager needs to follow these steps:

From Marketing Activities, select the event program from the tree.

Navigate to the Setup tab.

Double-click the current Channel.

Select a new Channel from the drop-down list.

Click Save.

References:   Edit an Event Channel | Adobe Marketo Engage - Experience League

Qualification rules control how many times someone can run through the flow in a Smart Campaign.  By default, even if someone triggers a Smart Campaign multiple times, they will only be sent through the flow once 1 .

To modify these settings, the marketer needs to go to the Schedule tab of the Smart Campaign and click Edit Settings 1 .

There, the marketer can choose how often to run the people through the Smart Campaign flow: only once, every time, or once every # days / weeks / months 1 .

If the marketer wants to allow a person to go through the flow every time they qualify, they need to select the option Every time 1 .  References:   1 :  Edit Qualification Rules in a Smart Campaign

A landing page is a web page that you create and host in Marketo Engage that allows you to capture information from visitors, such as their name, email address, or company name 1 .

A landing page URL is the web address that visitors use to access your landing page.  By default, Marketo Engage generates a landing page URL based on the name of your landing page and the domain of your Marketo Engage instance 2 .

However, you can modify the landing page URL to make it more SEO friendly, descriptive, or consistent with your branding 2 .

To modify the landing page URL, you need to follow these steps 2 3 :

Go to Marketing Activities and select your program that contains the landing page you want to modify.

Select the landing page and click Landing Page Actions.

Click URL Tools and then click Edit URL Settings.

In the Edit URL Settings dialog box, you can change the following options:

Page Name: This is the part of the URL that comes after the domain name and the slash. You can enter any alphanumeric characters, hyphens, or underscores. Avoid using spaces or special characters.

Domain Name: This is the part of the URL that identifies your Marketo Engage instance. You can choose from the available domains that you have configured in your Admin settings. If you have a custom domain, you can also use it here.

SSL: This is the option to enable or disable secure HTTPS protocol for your landing page. If you enable SSL, your landing page URL will start with https:// instead of http://. This can improve the security and trustworthiness of your landing page. However, you need to have a valid SSL certificate for your domain to use this option.

Click Save to apply your changes to the landing page URL.

References:   1 :  Landing Pages | Adobe Marketo Engage   2 :  Edit Landing Page URL Settings | Adobe Marketo Engage   3 :  7 Tips for Creating Landing Pages in Marketo - Sponge  : Landing Pages | Adobe Marketo Engage : Edit Landing Page URL Settings | Adobe Marketo Engage : [7 Tips for Creating Landing

A Smart List is a powerful query tool that allows you to find people in your database who meet certain criteria based on their attributes and activities 1 .

To build a Smart List, you need to drag and drop filters from the right panel to the canvas and configure them with the appropriate operators and values 1 .

There are some best practices to follow when building a Smart List to optimize performance and accuracy 2 .  One of them is to include the @ symbol before the domain name when using the Email Address filter 2 .

This makes the filter use a faster query that can leverage more effective search algorithms 2 .  For example, instead of using  Email Address contains gmail.com , you should use  Email Address is @gmail.com 2 .

Using the @ symbol also helps to avoid false positives, such as matching email addresses that have the domain name as part of the local part 2 .  For example,  Email Address contains gmail.com  would match  jane@gmail.com  as well as  jane@gmail.co.uk , but  Email Address is @gmail.com  would only match the former 2 .

Therefore, including the @ symbol when using the Email Address filter is considered a best practice when building a Smart List.

References:

1 :  Creating a Smart List   2 :  Best Practices for Smart Lists

A Smart Campaign is a workflow that automates actions based on triggers and filters.

The Results tab of a Smart Campaign shows the list of people who qualified for the campaign and the actions that were performed on them.

To export the results to Excel, click the export icon at the bottom of the Results tab.

The export is limited to 20,000 rows. If the results exceed this limit, only the first 20,000 rows will be exported.

Therefore, the exported row limitation in the Results tab of a Smart Campaign is 20,000.  References:  :  Export Smart Campaign Results to Excel  :  Export 20,000+ Records from Campaign Results

A People Performance report is a report that measures database growth over time. It shows how many people were added, and when.  It also allows grouping the results by any person or company attribute, or by segmentation 1 .

To create a People Performance report, follow these steps 1 :

Go to the Analytics section and click New Report.

Name your report and select the People Performance report type.

Set the time frame of your report to Last 6 Months and click the Report tab.

In the Report Settings panel, select Industry as the Group People By option.

Click Save.

To view the results, click the Report tab.  You will see the number of people created in the Database in the last six months, grouped by industry.  References:   1 :  People Performance Report | Adobe Marketo Engage

Email Insights is a powerful reporting tool that allows you to analyze and compare the performance of your email campaigns across various dimensions and metrics 1 .

To find the click-to-open rate of your emails, you need to select the  Click to Open Rate  metric from the  Metrics  drop-down menu in the Email Insights interface 2 .

The click-to-open rate is the percentage of unique clicks divided by the number of unique opens.  It measures how effective your email content is at driving recipients to take action after opening your email 2 .

To compare the click-to-open rate of your emails in July of this year and last year, you need to select the  Month  dimension from the  Dimensions  drop-down menu and use the  Date Range  filter to specify the time period you want to analyze 3 .

You can also use the  Compare  feature to see the percentage change in the click-to-open rate between the two time periods 3 .

Therefore, Email Insights is the report that the email analyst would consult to find the click-to-open rate of their marketing team’s emails in July of this year and last year.

References:

1 :  Email Insights Overview   2 :  Email Insights Metrics   3 :  Email Insights Dimensions and Filters

The Email Invalid field in Marketo is used to identify records when the lead is created and the email format is not correct, or when the email is a hard bounce that receives a 5## bounce code signaling that the email is no longer valid i.e.  the email address does not exist 1 .

A hard bounce is an email that has been returned to the sender because the recipient’s address is invalid.  A hard bounce might occur because the domain name doesn’t exist, the recipient is unknown, or there is some other permanent error 2 .

Marketo automatically marks an email invalid when it receives a 5XX bounce code, or if the email format is not correct when the person is created 3 .  The bounce reasons also populate the Email Invalid Cause field in Marketo, which can be used to further analyze the types of hard bounces unique to your email deliverability instance 1 .

Therefore, the valid reason for a person’s Email Invalid field to be marked as True is when the person was sent an email that was undeliverable due to nonexistent email address, which is option B.

References:   1 :  What is the Email Invalid Field in Marketo and what should you do with it? - Sponge   4 :  Map the Email Invalid field in Marketo to a custom field in Salesforce? - Marketing Nation Product Discussions   3 :  Contact Marked Email Invalid - No Record in Activity Log - Marketing Nation Product Discussions   2 :  Hard and Soft Bounces in Email | Adobe Marketo Engage

According to the Adobe Marketo Engage documentation, images and files can be added to the Design Studio and used in various marketing assets 1 .

While Adobe Marketo Engage accepts all file types for upload, only the major image types (JPG, PNG, GIF, etc.) will work in the email editor 1 .

Therefore, the correct answer is C. .jpg and D.  .gif, as they are both major image types that are compatible with the email editor.  References:   1 :  Add Images and Files to Marketo | Adobe Marketo Engage - Experience League

Demographic scoring is a type of person scoring that assigns points based on the attributes of a person, such as their job title, industry, company size, location, etc. 1

Demographic scoring helps to identify the most qualified leads based on their fit for the product or service, and prioritize them for sales follow-up 2

To score Vice Presidents as +10 and Executives as +20, the Adobe Marketo Engage professional would need to create a smart campaign with the following steps:

Define the smart list with the trigger  Data Value Changes , and select  Attribute  as  Job Title , and  New Value  as  is any  of  Vice President ,  Executive 3

Define the flow with the action  Change Score , and select  Score Type  as  Demographic , and  Score  as  Add  and  Choice 1  as  If Job Title is Vice President , then  10 , and  Default Choice  as  20 4

Activate the smart campaign and monitor the results

References:

1 :  How to build a lead / person scoring program | Adobe Marketo Engage   2 :  Lead Scoring: Everything to Know About the Process Before, During, and After | Adobe for Business   3 : [Smart List - Data Value Changes | Adobe Marketo Engage]  4 : [Flow - Change Score | Adobe Marketo Engage]

In Adobe Marketo Engage, the  People Performance  report would be the best choice to view the number of new names generated by a program 1 .  This report provides an overview of the people in your database, including new names, and can be filtered by various criteria, such as program name 1 .  Therefore, the marketing coordinator could use this report to track the number of new names generated by their Default Program