Free Salesforce Marketing-Cloud-Consultant Practice Exam with Questions & Answers | Set: 4

The subscriber key is a unique identifier for each subscriber in Marketing Cloud. It is used to track subscriber preferences, behaviors, and attributes across channels and business units. If the previous send used email address as a subscriber key, it would not match the subscriber key in Sales Cloud, which is usually the contact or lead ID. Therefore, the email opt out status would not be synchronized between Marketing Cloud and Sales Cloud, and the customer could receive an email through MCC even after unsubscribing from the previous send. References:https://help.salesforce.com/articleView?id=sf.mc_co_subscriber_key.htm &type=5

Transactional email send with the event notification service response can be used to send password reset emails and get real-time feedback on the delivery status. If the email is not sent, an API call can be triggered to send an SMS message instead. References: https://help.salesforce.com/articleView?id=sf.mc_es_event_notification_service.htm &type=5https://developer.salesforce.com/docs/atlas.en-us.noversion.mc-apis.meta/mc- apis/messageDefinitionSends.htm

To enable data extensions for sending SMS messages from MobileConnect, Northern Trail Outfitters should add two fields to their data extensions: a field of Locale type containing the country code and a field of Phone type containing the mobile number. These fields are required for MobileConnect to identify and send messages to mobile subscribers.References:https://help.salesforce.com/s/articleView?id=sf.mc_moc_create_a_data_extension_for_mobileconnect.htm &type=5

To maintain a good sender reputation, Northern Trail Outfitters should have one dedicated IP address for every 100,000 messages send per month. This will help them avoid IP throttling and blacklisting issues. A shared IP address is not recommended for their volume, and having multiple SAPs for different types of sends is not necessary. They should also send consistently and avoid large spikes or drops in their sending volume. References: https://help.salesforce.com/s/articleView?id=sf.mc_es_dedicated_ip_addresses.htm &type=5https://help.salesforce.com/s/articleView?id=sf.mc_es_sender_reputation.htm &type=5

Journey Builder can be used to send a weekly coupon campaign with a reminder three days later at the subscribers’ optimized send time. Journey Builder allows users to create cross-channel customer journeys that deliver personalized messages at the right time and on the right channel. Journey Builder can use Einstein Send Time Optimization to determine the optimal time to send an email based on each subscriber’s past engagement behavior. References: https://help.salesforce.com/s/articleView?id=sf.mc_jb_journey_builder.htm &type=5https://help.salesforce.com/s/articleView?id=sf.mc_jb_einstein_send_time_optimization.htm &type=5

To troubleshoot why tracking details from Email Studio initiated sends are not being sent back to Sales Cloud, Northern Trail Outfitters should verify that required profile attributes are properly mapped. Required profile attributes are attributes that are needed for Marketing Cloud Connect to function properly and sync data between Marketing Cloud and Sales Cloud. These attributes include Email Address, Subscriber Key, First Name, Last Name, and Full Name.References:https://help.salesforce.com/s/articleView?id=sf.mc_co_troubleshoot_marketing_cloud_connect_configuration_issues.htm &type=5

To send an email to one million contacts in Sales Cloud using 10+ fields to segment contacts, Northern Trail Outfitters should send to a Salesforce Report from Marketing Cloud using Email Studio Send Flow. Sending to a Salesforce Report allows marketers to use existing reports in Sales Cloud as target audiences in Marketing Cloud without importing or syncing data. Using Email Studio Send Flow allows marketers to select an audience, an email message, and other options for sending an email campaign.References:https://help.salesforce.com/s/articleView?id=sf.mc_co_send_flow.htm &type=5

Two considerations that should be made about tokenized sending are:

• Personalization strings still allow PII to be displayed within an email. Tokenized sending does not encrypt or mask PII within an email, it only prevents it from being stored in Marketing Cloud. Therefore, personalization strings should be used with caution and only when necessary.
• Service Level Agreements for email sends are unsupported with the inclusion of outside servers. Tokenized sending relies on an external server to provide PII at send time, which may introduce latency or errors that affect the delivery time and performance of emails.

Journey Builder decision splits do not provide a method to access tokenized data natively, but they can be configured with custom activities or API calls to do so. Tokenized sending does not require field-level data encryption for additional security, as PII is never stored in Marketing Cloud.References: https://help.salesforce.com/s/articleView?id=sf.mc_es_tokenized_sending.htm &type=5

To unify the messaging and branding of communications while still allowing personalization and timing of campaigns, Northern Trail Outfitters and its subsidiaries should use Distributed Marketing. Distributed Marketing is a tool that allows marketers to create consistent and compliant messages in Marketing Cloud and distribute them to Sales Cloud or Service Cloud users for sending. Distributed Marketing allows Sales Cloud or Service Cloud users to personalize and schedule messages based on their customer interactions and preferences.References:https://help.salesforce.com/s/articleView?id=sf.mc_dm_distributed_marketing.htm &type=5

To use Case data from Service Cloud as part of their current email messaging campaign, Northern Trail Outfitters should use Synchronized Data Extensions on the Case Object witha Boolean filter on the Contact Me field. Synchronized Data Extensions are data extensions that allow marketers to sync data from Sales Cloud or Service Cloud objects into Marketing Cloud using filters and schedules. Using Synchronized Data Extensions on the Case Object with a Boolean filter on the Contact Me field will allow Northern Trail Outfitters to import cases that indicate the customer wants someone to contact them after the case is closed.References:https://help.salesforce.com/s/articleView?id=sf.mc_co_synchronized_data_sources.htm &type=5