Marketing-Cloud-Administrator Salesforce Certified Marketing Cloud Administrator (WI24) Questions and Answers

 To ensure a notification is received when the query fails, the admin should add their email address in the automation “Runtime Error or Skipped Run Notification Settings”. This setting allows the admin to specify an email address or a data extension to receive notifications when an automation encounters a runtime error or a skipped run. A runtime error occurs when an activity within an automation fails to execute, such as a query that has invalid syntax or references a non-existent data extension. A skipped run occurs when an automation is scheduled to run but does not run because the previous run is still in progress. The other options are incorrect because:

• Install the Marketing Cloud App on phone to receive Push Messages. This option will not ensure a notification is received when the query fails, as the Marketing Cloud App does not support push notifications for automation errors or skipped runs. The Marketing Cloud App only supports push notifications for Journey Builder entry events and email sends.
• Add their Email Address in the Query Activity Notifications Field. This option will not ensure a notification is received when the query fails, as the Query Activity Notifications Field only sends notifications when the query completes successfully. The notifications include information such as the number of records processed, added, updated, skipped, or failed.
• Configure the “Event Notification Service” in Setup with their Email Address. This option will not ensure a notification is received when the query fails, as the Event Notification Service is a feature that allows external systems to subscribe to events that occur in Marketing Cloud, such as email sends, opens, clicks, bounces, and unsubscribes. The Event Notification Service does not support events related to automation errors or skipped runs.

To monitor whether all records were added to the target data structure each day, NTO should use the Notification Settings within the Import File Activity. The Notification Settings allow NTO to specify an email address or a data extension to receive notifications about the status and results of the import. The notifications include information such as the number of records processed, added, updated, skipped, or failed. This way, NTO can track and verify the import process and identify any issues or errors. The other options are incorrect because:

• External Key within the Import File Activity. The External Key is a unique identifier for the Import File Activity that can be used for API calls or SQL queries. However, it does not provide any information about the status and results of the import.
• Run Completion within the File Drop Automation. The Run Completion is a summary of the execution of the File Drop Automation that shows the start time, end time, duration, and status. However, it does not provide any information about the status and results of the import.
• Runtime Error within the File Drop Automation. The Runtime Error is a message that indicates an error occurred during the execution of the File Drop Automation that prevented it from completing successfully. However, it does not provide any information about the status and results of the import.

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

AMPscript is the skill set that the customer team needs to possess in order for this solution to be viable. AMPscript is a scripting language that allows marketers to create personalized and dynamic content for emails, landing pages, mobile messages, and more. AMPscript can be used to retrieve data from data extensions, track click activity, populate content areas, and apply conditional logic based on regional market or other attributes.

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

When using a filename pattern for a File Drop Automation trigger, the import File Activity should use %%FILENAME_FROM_TRIGGER%% as the file name. This ensures that the import activity will use the same file name as the trigger, regardless of the date stamp or other variations

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

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

To create and schedule a weekly report with high-level metrics, the Marketing Cloud admin should use Analytics Builder. Analytics Builder allows users to create, view, and share reports and dashboards. The Account Send Summary report shows how many emails were sent in a given time period.

IP Allowlist is the feature that NTO should enable to assist in reducing threats from malicious API attacks. IP Allowlist is a feature that restricts API access to Marketing Cloud from a specific set of IP addresses. By creating an IP Allowlist, NTO can ensure that only authorized users or applications can access their Marketing Cloud account via API

Purchasing a new private domain for use in CloudPages allows the admin to use a customized domain name for CloudPages, such as de-special.ntomarketing.com. This domain can be different from the SAP domain, which is used for email branding and deliverability. The other options are not feasible or correct.

One-to-One Relationship is the type of relationship that should be used to link demographic information to its contact model in Contact Builder. This type of relationship indicates that each record in the source data extension matches one and only one record in the target data extension based on a common attribute

Validate will check if words or phrases used may trigger spam filters, if correct syntax is used on any AMPScript in the email’s code, and if personalization strings map to attributes or data extension fields. A is incorrect because Validate will not check if each content area specified in a dynamic content rule exists. C is incorrect because Validate will not check grammar and spelling in the email text.

To assign users to the business units, the admin should search for the individual user, select their name, and click Manage Business Units. This will allow the admin to select which business units the user can access and what role they have in each business unit. The Edit Business Units option is not available for users

To add a set of four tracking parameters automatically to all the links in an email sent via Email Studio, the admin should suggest using the Web Analytics Connector1. The Web Analytics Connector is a feature that allows NTO to append Urchin Tracking Module (UTM) variables or other custom parameters to the links in their emails. The Web Analytics Connector can be configured at the account, business unit, or send level, and can support up to four parameters per link1.

 Creating a single Attribute Group that links Customers to Contacts, Orders to Customers, and Products to Orders is the best way to facilitate this within Contact Builder. This way, NTO can create a single data model that connects all the relevant data extensions and allows accessing customer data across different attributes. Creating three distinct Attribute Groups that link each data extension directly to Contacts is not correct, as it does not establish the relationships between Customers, Orders, and Products. Creating three distinct Attribute Groups that link Customers to Contacts, Orders to Customers, and Products to Orders is not correct, as it creates unnecessary duplication of data models. Creating a single Attribute Group that links Contacts to Customers, Orders to Products, and Products to Customers is not correct, as it does not reflect the logical hierarchy of the data extensions.

The part of deliverability that is tied to hitting spam traps during a send is list hygiene. List hygiene is the process of maintaining clean and accurate subscriber lists by removing invalid, inactive, or unengaged subscribers

Configure the business unit data retention setting to 12 months is the policy that the Marketing Cloud admin could configure in Setup. Business unit data retention setting is a setting that allows marketers to specify how long records in data extensions should be retained at the business unit level. By configuring the business unit data retention setting to 12 months, any inactive data that is older than 12 months will be automatically deleted from the data extensions in that business unit2

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.

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.

Marketing Cloud Email Marketing Manager and Marketing Cloud Regional or Local Administrator are two roles, custom or standard, that could be assigned to this user to meet the requirement. Marketing Cloud Email Marketing Manager is a standard role that grants access to Email Studio and its features, such as creating and sending emails, managing subscribers, and tracking email performance. Marketing Cloud Regional or Local Administrator is a custom role that grants access to all business units within a specific region or location, such as North America

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

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

 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 as options for subscribers to opt in or out of. Data Extensions and Groups are not supported by the default Subscription center.

To ensure sensitive information needed for email sends is not imported and stored in Marketing Cloud, NTO should implement Tokenized Sending4. Tokenized Sending is a feature that allows NTO to send emails using encrypted tokens instead of actual email addresses. The tokens are generated by an external system and stored in a secure database outside of Marketing Cloud. When NTO sends an email, Marketing Cloud sends the token to the external system, which decrypts it and returns the actual email address. This way, NTO can avoid importing and storing sensitive information in Marketing Cloud. The other options are incorrect because:

• Transparent Data Encryption. This is a feature that encrypts data at rest in Marketing Cloud using encryption keys managed by Salesforce. However, this feature does not prevent NTO from importing and storing sensitive information in Marketing Cloud; it only protects it from unauthorized access5.
• Key Management. This is a feature that allows NTO to manage their own encryption keys for data at rest in Marketing Cloud using an external key management system. However, this feature does not prevent NTO from importing and storing sensitive information in Marketing Cloud; it only gives them more control over their encryption keys.
• Field Level Encryption. This is a feature that encrypts specific fields in data extensions using encryption keys managed by NTO. However, this feature does not prevent NTO from importing and storing sensitive information in Marketing Cloud; it only encrypts it within data extensions.

When a subscriber clicks a link in an email, their status is changed from Bounced to Active, and their bounce count is reset to zero. This indicates that the subscriber’s email address is valid and reachable

 Account Send Summary Report is the email report that NTO’s Marketing Analyst should pull from Marketing Cloud to get this information. Account Send Summary Report provides a summary of email metrics for all business units in an account or for a specific business unit. The report includes the number of sends, delivery rate, overall bounce rate, block bounce rate, open rate, click rate, complaint rate, and unsubscribe rate for each email campaign

The Setup Assistant guides the Marketing Cloud admin through creating users and assigning roles, classifying sends and defining parameters, and building the data structure for storing audience information. These are essential tasks for setting up Marketing Cloud. The Setup Assistant does not cover creating a SMS message or importing data using the Data Loader.

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

 The security setting ‘Enable Username and Password for Web Services’ allows users to access the API with their Marketing Cloud username and password. If this setting is deselected, users will need to use an API user or an installed package to access the API

Using %%FILENAME_FROM_TRIGGER%% in the Import File Activity allows the automation to import any file that matches the filename pattern, regardless of the date and time stamp. This is the recommended solution for File Drop Automations

The reason why the customer continues to receive NTO’s daily digest at their old address is because the email address in All Subscribers is prioritized. All Subscribers is the master list of subscribers in Marketing Cloud that stores their email address and subscription status. When NTO sends an email to a data extension, Marketing Cloud checks if the subscriber exists in All Subscribers and uses their email address and status from there. Therefore, deleting the customer from the data extension does not affect their subscription status or email address in All Subscribers. NTO’s Marketing Cloud Admin should update or delete the customer from All Subscribers instead. The other options are incorrect because:

• Data retention settings were incorrect in the data extension. Data retention settings determine how long records are kept in a data extension before they are deleted or archived. However, this does not affect the subscription status or email address of subscribers in All Subscribers.
• Contact Builder was not configured properly. Contact Builder is a tool that allows NTO to manage their contacts and their attributes across different data sources. However, this does not affect the subscription status or email address of subscribers in All Subscribers.
• The data extension was not configured as sendable. A sendable data extension is one that has an email address field and a subscriber key field that can be used for sending emails. However, this does not affect the subscription status or email address of subscribers in All Subscribers.

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)

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.

The aspects that would confirm that SAP has been set up on NTO’s account are:

• Upon receiving an email, all tracked links start with click.email.nto.com. This indicates that NTO has configured their SAP with their own domain name (email.nto.com) and subdomain name (click) for link tracking.
• Cloudpages personalized URLs are served from cloud.email.nto.com. This indicates that NTO has configured their SAP with their own domain name (email.nto.com) and subdomain name (cloud) for Cloudpages. The other options are incorrect because:
• The login page for Marketing Cloud Users is login.email.nto.com and is branded with NTO colors. This does not indicate that SAP has been set up, but rather that NTO has configured their own private domain for Marketing Cloud login. This is a separate feature from SAP and does not require SAP to be enabled.
• Users receive Marketing Cloud password reset emails from help@email nto.com. This does not indicate that SAP has been set up, but rather that NTO has configured their own sender address for Marketing Cloud system emails. This is a separate feature from SAP and does not require SAP to be enabled.

Each user should have a one-to-one relationship between Marketing Cloud and Sales Cloud to send emails from Sales Cloud, and the Create Email feature should be enabled on the user profile to allow users to create emails in Sales Cloud. B is incorrect because deep linking is not related to creating and sending emails from Sales Cloud. D is incorrect because Sales Cloud users do not need to have System Administrator Profile and a Role at the top of the Role Hierarchy to send emails from Sales Cloud.

 To resolve the issue of not being able to see the audience file in the data extension when scheduling the send, the admin should confirm that the data extension is marked as Sendable. A sendable data extension is one that has an email address field and a subscriber key field that can be used for sending emails. If the data extension is not marked as sendable, it will not appear as an option when selecting an audience for an email send. The other options are incorrect because:

• The data extension contains a Salesforce ID. This is not a requirement for sending emails from a data extension. A Salesforce ID is only needed if NTO wants to use Marketing Cloud Connect to sync data between Marketing Cloud and Salesforce CRM.
• The Data extension is marked as Sendable and Testable. This is not a valid option for marking a data extension. A data extension can only be marked as sendable or non-sendable; there is no testable option.
• The data extension is linked using the Contact Key. This is not a requirement for sending emails from a data extension. The Contact Key is only needed if NTO wants to use Contact Builder to link data across different sources and channels.

To create a suppression list for hard-bounced email addresses, the Marketing Cloud admin should query the Bounce Data View. The Bounce Data View is a system data view that stores information about bounced emails, such as the subscriber key, email address, bounce category, bounce type, and bounce reason. The admin can use SQL queries to filter the records in the Bounce Data View based on the bounce category or type and create a suppression list from the results. The other options are incorrect because:

• Run a Bounce Email Report. This is a standard report that shows the number and percentage of bounced emails by category and type for a specific time period or email job. However, this report does not provide the details of the bounced email addresses, which are needed to create a suppression list.
• Query the Send Log. The Send Log is a custom data extension that stores information about sent emails, such as the subscriber key, email name, subject line, send date, and any additional attributes. However, this data extension does not store information about bounced emails, which are needed to create a suppression list.
• Run an Account Send Summary Report. This is a standard report that shows the summary of email sends across an account or a business unit for a specific time period. However, this report does not provide the details of the bounced email addresses, which are needed to create a suppression list.

Assigning a role to the business unit allows the admin to apply specific permission restrictions to all users in that business unit. The role defines what users can access and do within Marketing Cloud. The other options are not valid ways to accomplish this requirement.

 The Collect Tracking code is a JavaScript code that is added to a website to capture and send user behavior data to Marketing Cloud. This data is stored in data extensions and can be used for Einstein Recommendations1

To correct the issue of insufficient user permissions, the admin should apply the Administrator and Marketing Cloud Administrator permission sets to the user. These permission sets grant access to the Marketing Cloud tab in Sales Cloud and allow the user to complete the integration. The Marketing Cloud for AppExchange Admin option is not enough to grant access to the Marketing Cloud tab