Certified Marketing Cloud Administrator
Northern Trail Outfitters has been noticing reduced deliverability when they do large sends.
Which part of deliverability is tied to hitting Spam Traps during a send?
List Hygiene
A user asks Marketing Cloud admin to review their permissions since they are unable to send an email. The admin reviews the user account and notices the user has three roles assigned: Content Creator, Data Manager, and Marketing Cloud Viewer.
What should the admin do to resolve the issue so the user can send an email?
Edit permissions and Grant permissions to Send
A Marketing Cloud admin is configuring Social Studio to manage social media accounts.
What prerequisite for configuring Social Studio should the admin consider?
Bitly URL shortener
A Contact Delete request has been processed for subscribers who have been sent to previously in a Northern Trail Outfitters account, the action did NOT target all contacts in their account and significant number of contacts which have been sent to remain,
Which tracking data would still exist in the account?
General tracking data at the job level
While setting up Marketing Cloud Connect, a Marketing Cloud admin navigates to the Marketing Cloud tab in Sales Cloud to complete the integration. The admin then receives the following error message:
Insufficient User Permissions. You have not been designated as an integrated Marketing Cloud user. Contact your system administrator.
The admin notices the Marketing Cloud for AppExchange Admin option is selected when looking at the user settings.
What action should correct the issue?
Apply the Marketing Cloud for AppExchange User option as well
A Marketing Cloud admin is asked to determine the total number of emails sent across all of their business units in the last calendar year.
Where would the admin retrieve this information?
Analytics Builder > Reports > Email Send Report
A Marketing manager requests to receive an email, once a week, with high-level metrics in a standardized format. Specifically, the manager wants to know how many emails were sent in the last week.
What location and activity would allow the Marketing Cloud admin to complete this request?
Email Studio: Select the "Account Send Summary" in Tracking Reports and schedule a weekly report to be sent.
Northern Trail Outfitters wants to leverage the REST API for an external application they plan to build.
Where should their Marketing Cloud admin set up permissions to allow REST authentication?
Installed Packages
A Marketing Cloud admin wants to create a suppression list for hard-bounced email addresses.
Where could the details be found?
Bounce Data View
Northern Trail Outfitters wants to pass the email address of a subscriber to a landing page through a URL parameter from a promotional email.
Which Marketing Cloud capability allows for secure transmission of the email address?
CloudPagesURL AMPscript function
Northern Trail Outfitters placed an encrypted file on their Marketing Cloud SFTP for import into a data extension. They are using a File Transfer Activity to decrypt the file.
Where would the decrypted data be after the File Transfer Activity completes?
Safehouse
Northern Trail Outfitters runs a nightly automation consisting of a File Transfer and a File Import. Following an update from the engineering team, the automation began failing. The Marketing Cloud admin suspects the CSV file now has an invalid format.
How could the admin receive a file of the bad data rows to confirm this theory?
Update the Import definition to include a notification email address
Setup Assistant provides information and resources for configuring a new Marketing Cloud account.
Which topic does Setup Assistant cover?
Configuring the Data Structure
Which product enables a Marketing Cloud admin to observe customer behaviour, build preferences profiles, and deliver the next-best content?
Einstein Email Recommendations
A Marketing Cloud admin notices Individual Email Results are NOT being pushed back into Sales Cloud for a particular send. The admin confirms Marketing Cloud Connect is functioning properly.
What should the admin confirm about the data extension?
The data extension is located in the Salesforce Data Extensions folder.
A Marketing Cloud admin is tasked with requesting Marketing Cloud Connect Multi-Org enablement.
What consideration should be given to the preference/profile centers for this intergration?
Multi-Org does not support the standard profile/preference center for the business units.
A Marketing Cloud admin is configuring a journey using Path Optimizer. They want to hold back 60% of the contacts until a winner has been selected.
What is required to configure the Holdback percentage?
Run Once schedule type
Northern Trail Outfitters wants subscribers in their Onboarding Journey to move along a unique path if they purchase within the first 10 days of registration.
Hourly automation is run that updates the Entry Source data extension with a field indicating if the subscriber made a purchase during this time.
What should be confirmed to ensure Journey Builder directs the subscribers using this updated data?
Journey Data is used for the Decision Split
Northern Trail Outfitters only has enough licenses for their staff. A campaign manager is out on parental leave.
How should they create a new user to fill in?
Disable the campaign manager's user and create a new user.
A Marketing Cloud admin has been asked to grant full administrator permissions to a new user.
Which two standard roles should be selected for the new user?
Administrator and Marketing Cloud Administrator
Northern Trail Outfitters wants to copy journeys across business units.
What could be used to replicate journey structure so it can be easily recreated in another account?
Package Manager
Northern Trail Outfitters is migrating from a small, in-house email solution to Marketing Cloud.
What should the Marketing Cloud admin consider when sending from the new IP Address?
The new IP Address will not need IP Warming as the sending domains will not change
A Marketing Cloud admin wants to sync Contacts from Sales Cloud, but is concerned about the number of Contacts since not all Contacts will be sent an email.
What should the admin do to ensure only specific Contacts are synced?
Filter records on a Boolean field
Northern Trail Outfitters wants to set up their Send Log data extension.
Which consideration should be made for long-term success?
Apply an appropriately-scoped Data Retention period
Northern Trail Outfitters installed Query Studio for Marketing Cloud, however, users are reporting they do not have access.
How should the Marketing Cloud admin ensure users have access?
License all appropriate users within the installed package
A Marketing Cloud admin runs the Contacts Counts report and sees there are currently 500,000 contacts in their account. They have a total of 300,000 email subscribers, 200,000 synchronized contacts, and 75,000 mobile subscribers.
Why would the total contact count be less than the total number of contacts from all data sources?
There are overlapping contacts in each of the channels
A Marketing Cloud admin is asked to add a set of four query strings automatically to all the links in an email sent via Email Studio.
Which solution should the admin suggest?
Parameter Manager
Northern Trail Outfitters (NTO) wants to limit who can receive Marketing Cloud tracking data via email from their account to any email address associated with their domain (ntoretail.com).
Which step should be taken to implement this?
Add a Domain to the Export Email Allowlist.
Northern Trail Outftters was given a set of requirements from their governance team to protect against misuse of customer data. One item mandated Marketing Cloud users should NOT be able to export data without approval from the governance team, however, users should still be able to view data within the system.
Which feature would allow compliance with this requirement?
IP Allowlist
A Marketing Cloud admin wants to automatically unsubscribe customers who respond to marketing emails asking to be removed from the mailing list.
Which step should the admin take to enable this functionality?
Ensure a Custom Response is enabled for Automated Response in Reply Mail Management
A Marketing Cloud admin is setting up Northern Trail Outfitters newest business units and several users to assign to the new business units.
How would the admin assign users to the business units?
Search for the individual user, select their name, and click Manage Business Units
Northern Trail Outfitters (NTO) rolled out a global SMS initiative three months ago, as their customers have shown great interest in receiving promotions via text. However, NTO was notified they are already at 75% utilization for their annual Super Messages.
Why could this be the case?
Each email consumes five Super Messages when sending below a certain threshold
wants to drive additional online sales. They are interested in using Einstein to recommend similar items to customers during the checkout process.
Which item would they add to their website to accomplish this?
Recommendation Code
Northern Trail Outfitters has Marketing Cloud users who need data extension View and Update permissions for campaigns related to B2C sales, but not any permissions for campaigns related to B2B sales.
How should they accomplish this?
Create separate folders and add user permissions
Northern Trail Outfitters wants to deploy sends through Journey Builder to business users who spend their day in Sales Cloud, without granting access to Marketing Cloud directly.
What feature should be used?
Distributed Marketing
Which data structure can be utilized inside the out-of-the-box Subscription Center to enable customer subscription status?
Publication Lists
A Marketing Cloud admin wants to append an Urchin Tracking Module (UTM) variable string to links in all emails.
What functionality would allow this?
Configure Parameter Manager
Northern Trail Outfitters is concerned about unauthorized API access to their Marketing Cloud account.
Which feature would they enable to assist in reducing threats from malicious API attacks?
IP Login Allowlist
A Marketing Cloud admin wants to check the status of a Salesforce contact in All Subscribers. The account is connected to their Salesforce org via Marketing Cloud Connect.
Which subscriber key should be used to search for the contact in All Subscribers?
18-digit Contact ID
Einstein Recommendations uses data extensions to store user-facing information.
How is this data passed to Marketing Cloud?
Collect Tracking Code
A Marketing Cloud admin has been asked to update their Marketing Cloud SFTP user password.
Where in Setup could they accomplish this task?
Data Management
Northern Trail Outfitters wants to add new data extensions containing customer purchases to their Marketing Cloud account.
Which value should link these new data extensions in Data Designer to the existing contact records?
Primary Key
A Marketing Cloud admin wants to ensure no one could access the API with their Marketing Cloud user credentials.
Which security setting would control this behaviour?
Deselect 'Enable Username and Password for Web Services'
To prevent retention of stagnant data, Northern Trail Outfitters wants any inactive data stored in data extensions to be cleared after 12 months.
What action should be taken?
Apply a Row Based Retention to each data extension as it is created, set to 12 months
Where would a Marketing Cloud admin view all verified email addresses?
From Address Management
A Marketing Cloud admin is tasked with overhauling the data model for Enterprise. While the current data model is isolated to the Email channel, there are plans to expand to both SMS and Push channels in the near future.
Which data preparation should be made to retain high data quality in the new model?
Identify and assign appropriate keys to tie records together
Northern Trail Outfitters (NTO) uses Sender Authentication Package (SAP) for branding purposes. Their German business unit is configured with the SAP domain de.ntomarketing.com. The German NTO team is preparing for a campaign and wants to use customized CloudPages with the domain de-special.ntomarketing.com.
How could the Marketing Cloud admin meet this requirement?
Purchase a new Private Domain for use in CloudPages
A Marketing Cloud admin at a bank is asked to avoid storing sensitive data in the cloud. This data will only be sent to Marketing Cloud to execute a send.
Which feature would the admin use to meet this requirement?
Tokenized Sending
A new employee is hired into the role of marketing analyst. This user should have access to all tracking data in Marketing Cloud, but no access to any send activities.
Which two default User Roles should be applied to this new user which provides this access to all channels, keeping the principle of least privilege in mind?
Analyst and Marketing Cloud Viewer
Northern Trail Outfitters is warming a new Dedicated IP address, and they need to monitor deliverability across major ISPs.
Which bounce type would be indicative of the ISP's view of their sending reputation?
Block
A Marketing Cloud admin wants to configure a new keyword for an upcoming SMS campaign. After entering the desired keyword CELEBRATE the admin notices the keyword is unavailable.
What issue could the admin be facing?
Keyword is used within another business unit
When customers use the Marketing Cloud default Profile Center link to unsubscribe it causes users to not receive emails from any other business unit.
What could explain this behaviour?
The business unit unsubscribe setting causes an Enterprise level unsubscribe
A Northern Trail Outfitters' (NTO) subscriber clicks a link in an NTO email. Prior to clicking, the subscriber had a bounced status in Marketing Cloud.
What would be the effects of the click on the subscriber's status?
Status is changed to Active and the bounce count is set to zero
Northern Trail Outfitters (NTO) has expanded marketing efforts globally and wants to implement a Dedicated IP, which is included in their Sender Authentication Package. NTO plans to share it across each of their Marketing Cloud Accounts.
Which consideration would help determine if a Dedicated IP is the correct choice?
Send volume is large enough to maintain a positive or neutral reputation
Northern Trail Outfitters wants to decrease its Session Timeout from 8 hours to 20 minutes.
Where should this update be made?
Setup > Security > Security Settings
Which activity should be used for multivariate content testing within Journey Builder?
Random Split
A Marketing Cloud admin notices out of the last several sends, Send log data for a recent A/B test send was NOT recorded.
How could the admin ensure send data is recorded?
Enable Send Logging for the send
Northern Trail Outfitters wants to use complex criteria to identify subscribers for a special promotional email. Specifically, they want to target subscribers, using behavioural attributes, who opened or engaged with an email within the last 30 days and, using subscriber-based data, live within 10 miles of one of their stores.
What should be used to create its audience?
Measures
Northern Trail Outfitters (NTO) keeps their subscribers in sync with their external database via the import of a CSV which is dropped into the Marketing Cloud SFTP each day. However, NTO has realized the number of subscribers being sent emails is considerably lower than the number they were expecting based on records in their database.
Which feature would allow them to monitor whether all records were added to the target data structure each day?
Notification Settings within the Import File Activity
Northern Trail Outfitters wants to segment audiences based on Sales Cloud data.
Where would their Marketing Cloud admin configure Sales Cloud Objects to be synced and leveraged in Marketing Cloud?
Contact Builder > Data Sources
Incorporating sales Data: You need to included Sales Cloud data in your Marketing Cloud queries.
which feature allows this functionality?
Syncronized Data Sources
Updating SFTP password: Where in the setup can a Marketing Cloud admin updated their Marketing Cloud SFTP password?
Data Management
Assigning Users to Business Units: How can Marketing Cloud admin assign users to new businesses units?
Re-import the users to update their assigned business units
Integration Error Handling: While settling up Marketing Cloud Connect, you encounter a permission error in sales Cloud.
What action should you take?
Apply the appropriate user mappings in CRM configuration.
Northern Trail Outfitters requires all subscriber files placed on the SFTP for import to be encrypted.
Which activity in Automation Studio could be used to decrypt the file to prepare for importing?
File Transfer Activity
Northern Trail Outfitters wants to have specific permission restrictions applied to all users in a business unit. How should they accomplish this?
Assign a role to the business unit
A Marketing Cloud admin is asked by the marketing team to ensure a default Header and Footer be added to emails. Where under Setup could this be created?
Account Settings
Northern Trail Outfitters (NTO) hired a new Marketing Cloud admin, who was told all emails come from info@email.nto.com. The previous admin did not leave any documentation.
What should confirm a Sender Authentication Package (SAP) has been set up on the account?
Upon receiving an email, all tracked links start with click.email.nto.com
A Marketing Cloud admin is asked to understand how a certain content area within a Triggered Send Email is performing.
Which report should be used?
Impression Tracking for Triggered Sends
A Marketing Cloud admin is configuring the Marketing Cloud data model for the first time. Journey Builder will be used to personalize the type of messages being sent to customers, based on if there has been an order or not.There are two existing data extensions: Customers and Orders.
- 'Customers' contains information about subscribers including Email Address, First Name, Last Name, Address, and Customer ID.
- 'Orders' contains information about the orders and includes the unique identifier of the customer.
How should Data Designer be configured to allow this data to be used within Journey decision split?
Link the Customers data extension to the data model using Customer ID.
The Marketing Cloud admin for Northern Trails Outfitters wants to build an audience with Advertising Studio which mimics the traits most valuable customers.
Which network supports lookalike audiences directly from Advertising Studio?
Northern Trail Outfitters (NTO) is building a journey which randomly sends five different versions of an initial welcome email to new subscribers; however, subscribers receive the same follow-up email two weeks later. To improve maintainability of their email content, NTO wants to use five completely different emails, rather than having one email with dynamic content.
Which activity would allow them to build the journey with the fewest activities possible?
Join Activity
A Marketing Cloud admin needs to warm their account's Dedicated IP.
What option for segmentation aligns with the IP Warming process?
Segment by domain to limit number of sends to each email provider
A Marketing Cloud admin has been asked to include Sales Cloud data in their queries. Which feature would allow this functionality?
Synchronized Data Sources
A Marketing Cloud admin wants to created an SFTP User for the first time. Which consideration should be taken when configuring an SFTP User?
By default, the username is the MID for the current Marketing Cloud MID.
A user asks a Marketing Cloud admin to update and increaase their session timeout setting.
Which consideration should the admin review before making this update?
Change impacts all users
Northern Trail Outfitters (NTO) uses data extensions for all of their email audiences. A customer reports they updated their email address weeks ago but continues to receive the NTO Daily Digest email at their old address. The Marketing Cloud admin has confirmed the new email address is present in the appropriate data extension.
What consideration could account for this behaviour?
The email address in All Subscribers is prioritized
A Marketing Cloud admin at Northern Trail Outfitters (NTO) is exploring whether they need to separate their brands into separate business units.
When should the admin create separate business units for each of NTO's brands?
Brand-specific private domains are required for images and links
What does Marketing Cloud authenticate when a user logs in through the user interface?
If the user is logging in from an allowlisted IP address
Security and Legal teams determine subscriber data available to EMEA teams should NOT be available to AMER teams.
How could the Marketing Cloud admin ensure distinct data integrity across the regions?
Separate regions into business units and apply Subscriber Filters
Northern Trail Outfitters' security team has password policies they want enforced within Marketing Cloud.
Which policies could the Marketing Cloud admin configure in Setup?
Minimum Password Length, Password Complexity, Password History, Expiration Period
Northern Trail Outfitters uses DoubleClick Bid Manager, Facebook Ads, and Google Analytics to manage advertising spend. They want to combine these data sources with Marketing Cloud's API to identify their most effective campaigns.
What feature should be recommended?
Marketing Cloud Intelligence (Previously Known as Datorama)
A Marketing Cloud admin has noticed a File Drop Automation has been failing on the Import File activity. The automation is configured with a filename pattern, so the filename is expected to begin with customer_import_. The import is configured to look for a file named customer_import_%%Year%%%%Month%%%%Day%%.csv, however, the admin notices the filenames include seconds and milliseconds.
How should the admin fix the issue?
Use %%Filename_From_Trigger%% in the Import File Activity
What are entry source types for Journey Builder?
Data Extension, Audience Studio, API Event, Data Based Event
Northern Trail Outfitters uses Marketing Cloud Connect to leverage Sales Cloud data in their Journeys. A user recently reported the data coming from Sales Cloud is NOT up to date.
Where should the Marketing Cloud admin being troubleshooting?
Contact Builder > Data Sources
A Marketing Cloud admin is using the Import Wizard to import data into a non-sendable data extension, but receives an error indicating the import type being used requires a primary key.
Which import type could the admin use instead?
Overwrite
Northern Trail Outfitters wants a data model in Marketing Cloud which will prevent them from duplicating, or even triplicating, records.
How should the unique identifier of the data model be set up if the MobilePush and Email channels are used within the same account?
Strategically control the Contact Key values and tie records together across channels using this key
A Marketing Cloud admin has been asked to get the last 30 days of Bounce data from their account.
What should the admin use to get granular bounce data in bulk in a pre-defined format?
Automation Studio Tracking Extract
Northern Trail Outfitters wants a business analyst to import contact lists. The analyst has the following Marketing Cloud roles: Marketing Cloud Channel Manager and Marketing Cloud Viewer. The analyst logged in but is unable to import contact lists.
How should the user be updated to allow the analyst the appropriate access?
Remove Marketing Cloud Viewer
A Marketing Cloud admin has configured a Tracking Extract which includes all subscriber attributes for their global regions. However, the admin notices accented characters in the customers' names appear jumbled in the extracted file.
Which setting could solve this issue?
Change Character Encoding to UTF-8
A Marketing Cloud admin discovers large sends are not meeting send speed goals set by the organization.
What functionality would get messages out the door faster?
Burst Sending
Northern Trail Outfitters has imported a file into All Subscribers. They then received a results file stating admin@example.com could NOT be imported.
Which error code would the file contain for this record?
List Detective
Northern Trail Outfitters does NOT want to store email addresses or phone numbers within Marketing Cloud.
Which feature should they use?
Tokenized Sending
A Marketing Cloud admin has scheduled a query on a daily basis. They notice the query sometimes fails to execute.
How would the admin ensure a notification is received when the query fails?
Add their Email Address in the automation notification settings
Which statement should be considered before using Goals in Journey Builder?
Contacts are evaluated against the goal after each wait activity
A Marketing Cloud admin wants to ensure sensitive information needed for email sends is NOT imported and stored in Marketing Cloud.
What solution should they implement?
Tokenized Sending
A Marketing Cloud admin wants to ensure email sends exclude their testing prefix of [PREVIEW] in the subject line when deploying from Email Studio.
What should the admin do to prevent the prefix from deploying in live sends?
Add [PREVIEW] to the subject line validation list
Northern Trail Outfitters is preparing to send a promotional email. The audience file was loaded into a data extension but it does not display for the Marketing Cloud admin scheduling the send.
What should the admin confirm to resolve the issue?
The data extension is marked as Sendable
uses Parameter Manager to automatically tag links. They want to include a Campaign Identifier to the links within a specific campaign message.
At which level should the utm_campaign value be configured?
What elements of CAN-SPAM should the Marketing Cloud admin ensure are present for each commercial send?
Preference Center link and physical mailing address
Northern Trail Outfitters wants to send a custom survey to customers asking about their experience following a recent purchase.
Which feature should be used to create a survey form?
Smart Capture
Northern Trail Outfitters purchased one Sender Authentication Package (SAP) to ensure their branding is on every marketing communication.
What would be achieved with SAP?
Image URLS are wrapped with the appropriate brand URL
Northern Trail Outfitters has a mobile app.
Which product would allow them to send push notifications to customers with their mobile app?
Journey Builder
Northern Trail Outfitters wants to use Synchronized Data Sources to sync Contact data from Salesforce CRM. However, they only want to sync records they would be able to send to reduce the amount of data being brought over.
Which filtering option could be used when configuring the Contact synced object?
Select all records where EmailOptInStatus is 'ACTIVE'
Northern Trail Outfitters (NTO) is a global brand that includes many subsidiary brands under the parent umbrella. NTO is the Enterprise business unit and also has a child business unit used for sending promotional emails.
How should the rest of the business units be organized?
Create a single child business unit for the other brands to share and standardized naming conventions
Northern Trail Outfitters just purchased Marketing Cloud.
Which task would the Marketing Cloud admin be guided through in Setup Assistant?
Building the data structure used to store audience information