& TRAILHEAD By FS ATP Prepare for Your Marketing Cloud Consultant Certification Exam SFCRT-550R234v1-SG SAgenda 30 minutes 30 minutes 45 minutes 70 minutes 30 minutes 60 minutes 70 minutes 70 minutes 25 minutes 30 minutes ‘Agenda subject to change. TRAILHEAD ACADEME Welcome and Introductions Exam Overview Discovery and Architecture Integration ‘Account Configuration Lunch Automation Data Modeling and Management Messaging Wrap Up and Course SurveyPrepare for Your Marketing Cloud Consultant Certification Exam & TRAILHEAD ACADEMY Prepare for Your Marketing Cloud Consultant Certification Ex (CRT550) Copyright {© Copyright 2000-2021 salesforce.com, ine, Al rights reserved, Various ademas held by their respective owners. Rights of ALBERT EINSTEINare used with permission of The Hebrew Univesity of Jetusalem. Represented exclusively by Greenlight This document contains proprietary information of salesforce.com, inc, it is provided Undera license agreement contaring resticlors on use, duplication and aisclosure and isalso protected by copyrght law. Permission is ranted to customers of salesforce.com, ine, to use and modify this document fr their internal business urpores only. Resale of the document orite contents is prohibited The information in this document is subject to change without notice. Should you find any problems or etors, please log a case fom the Support inkon the Salesforce home age. Salesforce.com, inc. does Not wairant that this document i eror tree, TRAILHEAD.Prepare for Your Marketing Cloud Consultant Certification Exam Forward Looking Statements ‘leaccm io tums actin an ont nan ae eng same Hc yam Introductions 5 & 5k Logistics | Courseware and Your Fellow Agenda Students + Class etiquette + Agenda for this class + Yourname and participation + Layout of the manual + Goals for your time + Breaks and exercises in this class © Copyright 2021 salesforce.com, ine 2 TaPrepare for Your Marketing Cloud Consultant Certification Exam = Discussions name. Individual activities Group activities Homework assignments Trailblazer Community Course Expectations ._& Participation Group Agreements + The course is what you make of + Remove distractions (email, phone, it, so participation is key! chat). ; + To ensure the best learning + Raise your hand if you have experience, you're expected to questions. participate in: + Be prepared to be called on by lesson: . Exam Overview Discovery and Architecture (16%) usssow a Integration (20%) \EssON 4 Account Configuration (12%) \gssous Automation (20%) Data Modeling and Management (21%) LEsson 7: Messaging (11%) Lesson Course Wrap TRAILHEAD. Prepare for your Marketing Cloud Consultant Exam (CRT550)Prepare for Your Marketing Cloud Consultant Certification Exam Exercise: Introduce Yourself Scenario: & 2 Let’s share a little about us and our goal for today. Goal: Tasks: Get to know your Introduce yourself, including your: classmates. * Name, Position, Company Location + Marketing Cloud Experience + Course Goals - Hopefully to prepara for and pass the Marketing Cloud Consultant Exam! Lesson 1: Exam Overview TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Assumptions and Prerequ Knowledg. + Marketing Cloud + Familiarity with Sales Cloud + Marketing and sales processes and best practices Minimally Qualified Candidate (MQC): + The Marketing Cloud Adminsstrator Certification ix months to 1 year implementation experience and/or at least five complex implementation projects with hands-on experience as a Salesforce Marketing Cloud Solutions Architect or similar expertise implementing the Marketing Cloud and associated tools + Possesses facilitation and consultative skills at a technical level About the Exam Tengih 105 wines Numoer of go questions (Saad) |tecaion Proclredfaciy er anne wih mlb wab ams Bram Type | Computerboved a Passing Score 67% Primary enayo-baved sql and muline Question Type | answer (multiple answer will indicate the number ofcorect answers] TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Recommended Training and Experience Trailhead Instructor-led Courses + MCC201: Marketing Cloud Connect Essentials + MKT101: Build and Analyze Customer Journeys using the Marketing Cloud Other + Six months to 1-year implementation or consulting experience or 5 implementation projects + Marketing Cloud on Trailhead + Partners Community Exam Sections and Weighting Messaging 13% Data Modeling and Management 23% ‘Automation: 20% Discovery and ‘Architecture Integration 20% Account Configuration 2% TRAILHEAD. © Copyright 2021 salesforce.com, inc.Prepare for Your Marketing Cloud Consultant Certification Exam Disclaimer Practice Questions + The practice questions are representative of those found on the exam. + Questions ARE NOT designed to test your readiness to successfully complete the certification exam but should be used to become familiar with the types of questions on the exam. + The actual exam questions may be more or less difficult than the questions in this course. Lesson 2: Discovery and Architecture TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Discovery and Architecture Exam Objectives .® Lesson objectives for this lesson: + Provided with a set of business coy an requirements, determine what additional cites information is needed to design the recommended solution. + Demonstrate how to gather requirements in order to put together a data and segmentation strategy for the customer. + Given a customer skill set, make P recommendations on appropriate solutions for long term ease of use and maintenance. Discovery: Asking the Right Questions Meee eri mid Cree Roget eu cue ent Cea aL eg Northem Trail Outfitters so tnt n rs eMac eek rola Ralph VP of Marketing TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Implementation Plan PI Identify business units needed, of Action st each user, their anticipated Marketing Cloud role, and ‘map to businese unite i applicable, Lit any adeitional stakeholders, Map the anticipated data flow between Marketing Clous and ether systems and third-party vendors. Identify sample data feeds in.c3/ or txt formatand a ‘data schema or dictionary of field names, lengths, types, ‘and «9 on List subseriber atvibutes, suchas ty or gender, used to ‘orgarize the segmentation logic needed for sending customized messages to your subscribers. Identify any extemal programs you wil use in adeltion to “Marketing Cloud epors to track analytics. Plan how your account will be used and who will use i e \Whatis the organvzational structure of your business? Does that stucture impact how Marketing Cloud will outed? Who needs to accase Markating Cloud? What level of accace doos each person nood? omy Are you connecting Marketing Cloud to other Salesforce clouds or external CRMs? Doyou know what data feeds you'll use in Marketing Cloud and ow you will use therm? How willyour subscriber data be organized? How are you tracking analytics? What are your ‘measurements for success? + Dedicated IP / Wrapping Domain + Opt-Out / Preference Center + Data Sharing / Security + CloudPages + Branding + Users and Roles Iterns to consider when planning for Business Units: EMEA Business Unit TRAILHEAD © Copyright 2021 salesforce.com, inc.Prepare for Your Marketing Cloud Consultant Certification Exam Do Emails Need to go Through an Approvals Process? -® + Allexisting Email Studio or Content Builder emails in an account are approved once you spare wonton enable Approvals. 2D. <=> + Unapproved emails can't be sent, scheduled or = EE edited. + To withdraw the approval of a shared email ina business unit, first unshare the email + Ifyou withdraw a pending or scheduled approved emails, they remain pending or scheduled in its originally approved version, even if you edit it. + To edit an approved email in an active journey, edit or refresh the email activity. When Do you Need Automations to Start? Eero Description [ Whentouse | Schedule - None (run once) Automation runs once You will not use this automation regularly Schedule ‘Automation runs based on You want to consistently run schedule definition (hourly to activities based on time of yearly), cay. File Drop - NoFllename Automation uns when afile is You want activities to run Pattern ‘Gropped into a designated FTP based on when data is ready. folder. Runs regardless of naming convention of file. File Drop - Use Filename Automation runs when afile is You want activities to run Pattern Groped into a designated FTP based on a specific data folder only ifthe fleinciudes a extension being updated. Gesignates file name. TRAILHEAD.Prepare for Your Marketing Cloud Consultant Certification Exam What are the Naming Conventions of Your Files? a ® + Designate a naming convention for files dropped into the Enhanced FTP. + Asingle FTP folder can be used for multiple triggered automations. + Each file can only trigger one automation. + Available operators are Contains, Begins With, and Ends With. Example: Filename pattern “contains” AUG14 + AUGI4import.csv, Update_ AUG14.txt, and NewContactsAUG14profileupdateszip start this automation. NOTE: + Files named AUG 14data.csv, Do net include @ file extension CustomerFiles.AUG14, and DailyJob-Aug-14.txt do in the filename pattern. not trigger this automation. Do You Require More than a Simple Password . ® for SFTP User Security Requirements? * Manage your public SSH keys with your Marketing Cloud SFTP accounts. Authentication options: + Password + SSH key only + SSH key or password + Combination of SSH key and password Configure public SSH keys in Key Management of Setup menu. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam do you send from? How many emails do you send a month? What domains, @ Account Branding (one per BU) - This feature will brand your account with your chosen authenticated domain. It modifies link, landing page and image wrapping and removes all references to tne Marketing Clouc in favor of your authenticated domain: Private Domain (multiple per BU) - This product assigns a domain used to send email. This domain acts as the From address for your email sends. it will authenticate your email sends using the Sender Policy Framework (SPF), Sender ID, and Domainkeys/DKIM authentication. Dedicated IP Address (multiple per BU)- This product assigns a unique IP address to your account which will be use¢ for all email sends. This IP address represents the majority of your sending reputation Reply Mail Management (one per BU) - This product controls the replies you receive from your subscribers. You can assign filters for out-of office messages and manual Unsubscribe requests. (By Resource: Search Salesforce Help for “Sender Authentication Package’ Can you delegate your subdomain or purchase a new one? DNS Record Maintenance Domain configuration for use with Marketing Cloud requires several DNS entries for proper operation, Marketing Cloud cannot provide specific instructions for DNS configuration as different hosts and registrars use different processes: Subdomain Delegation You can use subdomain delegation, also called zone delegation, to configure your DNS. This configuration transfers only part of your existing domain to Marketing Cloud as part of your authenticated domain configuration. TRAILHEAD 2Prepare for Your Marketing Cloud Consultant Certification Exam Will You be Importing Large Data Volumes? -8 + To import large data volumes, Import Activities are recommended. + This will significantly lower your number of API Calls. + Imports are easier to create as they do not require technical knowledge. + Imports will lower the risk of errors. Do You Need Real- ime Error Messages? > EVENT NOTIFICATION SERVICE TW ae ee esd é . y) o ee eee hg Fed ee et ed er) Cloud. eorecag Cae ary DNS eT CNTs ae Pee eed ELM CMEusecnis ry Neg eda er (reg Pe Erect ate TRAILHEAD.Prepare for Your Marketing Cloud Consultant Certification Exam Discovery and Architecture Exam Objectives » & Lesson objectives for this lesson: + Provided with a set of business coy an requirements, determine what additional cites information is needed to design the recommended solution. + Demonstrate how to gather requirements in order to put together a data and segmentation strategy for the customer. ~ + Given a customer skill set, make recommendations on appropriate solutions for long term ease of use and maintenance. Managing Our Data Our database of subscribers is Pee acum i POEM a Rau risa mare ker ck do their jobs, but they don't pea eee ae Rr iouy Ralph VP of Marketing TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam List vs Data Extensions Considerations 2 subscriber attributes. * Flexible subscription model. List Data Model Data Extension Data Model + Legacy storage. + More flexible approach to data. + All Subscribers is a list. + More than 500,000 subscribers. + Less than 500,000 subscribers. + Multiple subscriber data sets. + Prefer simplicity over + you send global messages. performance. + Need fast import speeds. * Donot require fast import speed. «Implementation of triggered sends. + Need limited number of + Usage of SOAP or REST APIs. Unsubscribe Settings Subscribers will be unsubscribed from all business units in the Enterprise. + Ifyou unsubscribe the subscriber in the All Subscribers list at the business unit level via an FS a eae ey subscriber is unsubscribed in the All Subscriber Tous ee Oe Suet ake eal eee CRE ee ae eMac rag r SPE Re list at the enterprise level ened geo ce Ea) TRAILHEAD 1sPrepare for Your Marketing Cloud Consultant Certification Exam Unsubscribe Settings ‘Subscribers will be unsubscribed from this business unit only. If you unsubscribe a subscriber in the All Si et esau eh En tiad activity, the subscriber is not unsubscribed in Py RM ate aoe au cael as SN Rael tod aro 2 Subscribers list via an import activity at the BU eae sae Ud 0) level Discovery and Architecture Exam Objectives Lesson objectives for this lesson: + Provided with a set of business conn ans requirements, determine what additional ‘eoterre information is needed to design the recommended solution. + Demonstrate how to gather requirements in order to put together a data and segmentation strategy for the customer. + Given a customer skill set, make recommendations on appropriate solutions for long term ease of use and maintenance. TRAILHEAD 18Prepare for Your Marketing Cloud Consultant Certification Exam Segmenting Our Data Meee aT declarative tools, and we do Bed ec eect Pema s kat ster Ralph VP of Marketing Segmentation Tools Lists and Data Extension(s) Data Extensions Behavioral Data: Measures Behavioral Data: Data View table Supports joins, unions, nested queries, counts, sums, and more “AIP fields in source data extension Results data extension can contain are in filtered data extension fields from the DEs being queried Knowledge of SQL UL automatically creates filtered list Results data extension must be or filtered data extension created first TRAILHEAD wvPrepare for Your Marketing Cloud Consultant Certification Exam Solutions Based on Team Make Up Build your Automation Team structure based on the following: + Number of people + Coding Knowledge + Experience + Certifications This can vary based on the size of the organization. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Practice Question Northern Trail Outfitters (NTO) is planning to implement an SAP with a private domain for sending. What should a consultant ask when discussing the dedicated sending domain for NTO? A. Can NTO delegate their current subdomain? B. Does NTO have a dedicated IP? C. Will NTO use Reply Mail Management? D. Is the subdomain authenticated for sending? Practice Question NTO wants to inject customers into a journey when they review a product on their website. The website captures: date of the review, SKU of reviewed product, and review score. Which two questions should be asked to design the right data structures? ‘A. What is the identifier of a customer in the e-commerce platform? B. What range of possible review scores are there? C. What send classification should be used for the email sends in the journey? D. How long after the customer leaves the product review should the message of the journey be sent? TRAILHEAD 9Prepare for Your Marketing Cloud Consultant Certification Exam Lesson 3: Integration Integration Objectives Lesson objectives for this lesson: * Given a customer use case, demonstrate knowledge of features, viability, and troubleshooting of Marketing Cloud Connect. + Articulate how data model will support personalized and relevant messaging and content. na customer use case, recommend which extension product(s) addresses the requirement. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Marketing Cloud Connect WNC Tn Cerner Salesforce Sales and Service Cloud data is available to use NC Tne cus Cloud. Warren IT Systems Specialist Marketing Cloud Connect Setup Process : Review prerequisites Set yourself up for success by planning for system and, user requirements, 2: Install the managed package Download the managed package to get the tools 1o make the connection work. 3: Configure CRM settings ‘Make sure your users can view the email fields for contacts and leads, Then set up any additional users and [permission sets within your Salesforce CRM account, 4: Configure setup in Marketing Cloud __Create.a new user and configure the Salesforce Integration in Marketing Cloud 5: Finalize configuration (Make final configuration settings in both Marketing Cloud ‘and your Salesforce CRM accountand then finalize the connection. : Test the connection Confirm success with a test send. Confirm all users are set up properly and then begin to use the connector. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam ‘ements . & Before the Install: Account Req + Marketing Cloud Connect requires a relationship between a single Marketing Cloud account and a Salesforce CRM org. + For most Marketing Cloud Connect functionality, users need a Marketing Cloud license anda Sales Cloud or Service Cloud license. + Your Salesforce CRM org must be one of the followi ng versions Salesforce Uni ited, Enterprise, of Performance Editions, or a Developer Edition sandbox. + Your Marketing Cloud account must be one of the following versions: Marketing Cloud Core Edition, Advanced Edition, Agency Edition, Enterprise 1.0 Lock and Pubiish, Enterprise 2.0 Edition, Reseller Edition, or a Marketing Cloud sandbox. + Marketing Cloud Connect features are available in the Salesforce Classic UI. If you use Lightning Experience, you are automatically redirected to Salesforce Classic when you click any of the Marketing Cloud Connect tabs. Sending Methods - Summary Prey Re Cloue(s) ‘SendtoaLead or Contact Single Lead or Contact Sales and Service Clouds Send to aReport or Campaign Salesforce Report or Sales and Service Clouds Salesforce Campaign Send Flow Salesforce Report, Salesforce Marketing Cloud Campaign, Salesforce Data Extension Triggered Send Single Lead or Contact Sales and Service Clouds A/B Test Salesforce Data Extension Marketing Cloud Salesforce Send Emails Salesforce Report, Salesforce Marketing Cloud Campaign, Salesforce Data Extension Multi-Step Journeys Single Lead or Contact, Marketing Cloud Marketing Cloud Data Extension TRAILHEAD.Prepare for Your Marketing Cloud Consultant Certification Exam Email Sends and Reports + Reports must contain either a Lead ID or Contact ID field. + You must have permission to view the report. + You can send to up to 10 campaigns, reports, or a combination of both. + You can send to Reports in My Personal Custom Reports folder only if the Scope by User option was selected during account setup. + You can send to Person Accounts. Multi-Org Account Configuration in Marketing Cloud Connect » @ This configuration allows individual Marketing Cloud business units to connect with a single Salesforce org, independent of the parent account or other business units. Using Marketing Cloud Connect, this configuration includes two setup scenarios: + Multiple business units connected to multiple orgs. + Multiple business units connected to a single org. Sapper Ret supyoned| TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Multi-Org Account Configuration: Use Case One -8 Northern Trail Outfitters recently acquired Cloud Kicks. Cloud Kicks also uses Salesforce CRM, but they did not use Salesforce Marketing Cloud. ORGA NTO wants to connect Cloud Kicks @) (or) Salesforce Sales and Service Cloud Org to the same Marketing Cloud instance as its ORGE Northern Trail Outfitters Sales and Service Cloud Org. (a) (@) Multi-Org Account Configuration: Use Case Two Northern Trail Outfitters uses one Salesforce Sales and Service Cloud org for its global business; however, the Marketing Cloud tenant is segmented a by different regions. They want to segment the data from Salesforce between the different Business () Units. uA TRAILHEAD.Prepare for Your Marketing Cloud Consultant Certification Exam Unsubscribes Status changes from Active to Unsubscribed in Marketing Cloud when : + Subscriber clicks the Unsubscribe link + Subscriber clicks the Unsubscribe from all. + User clicks Marketing Cloud Unsubscribe link. Marketing Cloud Connect does not support list E unsubscribe. Marketing Cloud Connect supports the Active or Unsubscribed status only for a subscriber. Implement Synchronized Data Sources Best Practices Implement Synchronized Data Sources Best Practices: + Synchronize Only Necessary Fields. f + Add Fields into Your Synchronized Data Sources from the Original Source. 5 + Delete Fields from Your Marketing Cloud Synchronized Data Sources First + Disconnect Your Synchronized Data Sources Connection for ‘Sandbox Instances Only. + Pause Your Synchronized Data Sources Connection for Major Changes Cnly. + Refresh Your Synchronized Data Sources Connection When Necessary. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam The Salesforce Data Event + Anaction in Sales/Service Clouds, like creating or updating an object record, injects a contact in a journey. + An update in Salesforce will not trigger the Entry Event unless the record changes from not meeting criteria to meeting criteria. + When criteria and filtering rule are met, Salesforce Flows initiate a Journey Builder event. + The integration between Marketing Cloud and Sales Cloud uses Salesforce Flows, Process Builder, ‘Apex, Platform Events, and SOAP APIS. Therefore, Salesforce Data Events are subject to all APEX Governor Limits. Records not injected to Journey Builder from Sales Cloud + Which version of the Marketing Cloud Connect package is being used? + Does my Marketing Cloud API User have access to the Object/ Records that are being updated/created? + Is the OAuth Token for the integration valid? + Are records able to be injected under the most simple Entry Criteria, with no Related Object Criterie applied? + How the ‘Action’ choice plays a role in triggering injection? + How will Related Object Criteria impact our injection? TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Troubleshoot Tracking Data Tips for troubleshooting sending emails and tracking with Marketing Cloud Connect: + Confirm Sales or Service Cloud configuration tracking options. + Check Marketing Cloud tracking configuration, + Test emails to see if sends are using contacts or leads. * Confirm that you're using Marketing Cloud Connect. reed + Ensure that the Scheduled Sends are not stuck in queue. + Verify that Email Sends are not stuck in Send Queue. + Verify the sending source contains a Lead or Contact ID. Refresh an Integrated Sandbox Org Follow these steps to refresh an integrated sandbox org. Disconnect the integration Refresh the sandbox. Reconnect the accounts. Complete Connected App authentication setup. Synchronize data sources. uPpwne uD TRAILHEAD arPrepare for Your Marketing Cloud Consultant Certification Exam Troubleshooting: API Log Marketing Cloud Connect can log all package-related API calls and associated details. + APLlog + Auto disabled after 60 min API Log can be enabled from the Marketing Cloud Connect configuration page. Monitoring + Click Configure Marketing Cloud Connector. + Click Initiate Log. + Log is located in Marketing Cloud Document folder. Marketing Cloud Connect Triggered Sends Best Practices = e + Triggered sends only work with events that occur after updates and inserts. + To change the filter criteria or select a new email for your triggered send after creating it through Marketing Cloud ‘Connect, update the triggered send in Sales or Service Cloud + Triggered sends use Apex code = + Tigered senas donot suppor bulk updates o inserts NI + Each evaluation of a triggered send uses one query toward the SOQL limit of 100 at one time. + You can execute up to 50 triggered sends within a A™~ transaction. TRAILHEAD 28Prepare for Your Marketing Cloud Consultant Certi Integration Objectives Lesson objectives for this lesson: * Givena customer use case, demonstrate knowledge of features, viability, and troubleshooting of Marketing Cloud Connect. + Articulate how data model will support personalized and relevant messaging and content. + Given a customer use case, recommend which extension product(s) addresses the requirement. Personalized Messaging cece Pen eek eun eis eee oer rd Michele Technical Marketer TRAILHEAD‘ation Exam Prepare for Your Marketing Cloud Consultant Certi Use Salesforce CRM Data to Personalize Marketing Cloud Content = ® Croeent Roearctiite Data Designer + Consolidate and organize data from any source. + Build data relationships. + Relate the data to the contact record using Attribute Groups. + Use the data to drive customer journeys. For example: = Use the CustomeriD from a contact record to link to another data extension that contains product and shipping information. Journey Builder can then use information from those data sources to power journey activities. DEFINITION: Attributes represent a single piece of information about a contact. For example, a contact record can include an email address as an attribute. TRAILHEAD.Prepare for Your Marketing Cloud Consultant Certification Exam Journey Data Versus Contact Data 2 ® Journey data is the data in the entry data extension when the contact enters the journey. + Itis a snapshot of your contacts’ data attributes, taken at the moment they are added to the journey. Contact data is updated as the journey goes on, but entry data is not. + You can compare entry data to contact data to present before-and-after data points in personalization strings, for example, or to watch for changes in an attribute. + You can filter on entry or contact data in entry sources or decision spits. Using Data to Power Journeys Prenukaecnc gets PN eee Makeolcled: ee a) cera acee Melo p snapshot of the data for a subscriber when they enter the Retaris Deas Peed aey te aS ee ty with data and content related to eater eae ea Dynamic Content default to Brg) Se ee CER Pr eu acl TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Campaign Member Integration + Provides insight into customer engagement behavior with a single view of a contact or lead in a ‘Campaign. + View historical results of a campaign for all email Interactions and members, including: = Date sent = Bounce = Date bounced ~ Date opened! = Date unsubscribed + Customize Marketing Cloud Connect to define and track events with campaign member status using — the Activity or Status field + Plan how values are mapped to statuses and ensure that they are available for all campaigns before configuring, Marketing Cloud Connect and Subscriber Key + For Cross-Cloud functionality, Marketing Cloud Connect recognizes the 18-digit Salesforce record ID for Leads and Contacts. + The Contact ID or Lead ID is converted into the 18-digit subscriber key that is stored in the Marketing Cloud during sends. + Using any value other than the Lead or Contact ID as the Subscriber Key for a send will prevent tracking from being sent to Salesforce CRM. + Ifyou want to send to the same recipients from both Marketing Cloud and Sales or Service Cloud, implement extra measures to manage subs Ins across clouds TRAILHEADPrepare for Your Marketing Cloud Consultant Certi Integration Objectives .® Lesson objectives for this lesson: * Givena customer use case, demonstrate knowledge of features, viability, and troubleshooting of Marketing Cloud Connect. + Articulate how data model will support personalized and relevant messaging and content. + Given a customer use case, recommend which extension product(s) addresses the requirement. Extension Products Deerncs ck cu Perea coun aca eucas CON Cy cry elo a rere nent Cnt Pai Rmsy ee kem Ut) other Salesforce tools. eMC 2 Isabelle Manager of Digital Marketing TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Advertising Studio Advertising Studio Qe Nro Marketers can take their CRM/first party data . stored in the Marketing Cloud and use it to target their digital advertising campaigns across Facebook, Google, Twitter, YouTube, Google Ads, Pinterest, Linkedin, Instagram or Snapchat. The most common use cases are: + Growing subscriber bases by creating lookalikes of existing customers + Suppressing existing customers for acquisition campaigns, + Re-engaging unengaged email subscribers, Or ek eens rcsmeeriesg et + Reaching existing customers with targeted and specific SES eS eter messaging Data Management and Analytics: Analytics Builder, GA360, and Datorama Analytics Builder Enables marketers to gain insights into the behaviors and interests of customers across channels. Google Analytics 360 Track and analyze journey activity through your Google Analytics account without assistance from technical support or services. Datorama Marketers use to bring data together and optimize marketing investment and activity. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Data Management and Analytics: Audience Studio and Data Studio Audience Studio Salesforce allows marketers to capture, unify, and activate their data to strengthen consumer relationships. Data Studio Data Studio, or data sharing, is Salesforce's #1 solution for audience discovery, data acquisition, and data provisioning - featuring the world's largest premium data ecosystem. Cross-Cloud Products Distributed Marketing Bridges the gap between corporate marketing, employees, channel partners, and your brand to deliver consistent experiences across corporate marketing and partner networks. Connect the campaign Personalize the message Approve or reject each contact entry Personalize email by contact Review analytics TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Mulesoft for Integration The Salesforce Marketing Cloud connector from MuleSoft enables you to integrate Salesforce Marketing Cloud with other systems in your enterprise to automate your business processes while creating more personalized, targeted email campaigns. Use this connector to: + Augment integrations to your CRMs + Drive targeted campaigns. TRAILHEAD 38Prepare for Your Marketing Cloud Consultant Certification Exam Practice Question Acustomer has connected their SF org with their MC account via Marketing Cloud Connect. The customer wants to automate a SF Send activity in the MC but does not see the Send SF Email activity in Automation Studio. What should the customer verify? A. Salesforce Data Extension, Report or Campaign are being used. B. The Salesforce.com Status on their MC User Detail Record shows “Integrated”. C. The API User checkbox on their MC User Detail Record is enabled. D. The Salesforce Integration tab on the Setup page shows “Connectea”. Practice Question What are two benefits of Synchronized Data Sources? A. Synchronize Salesforce object data into Marketing Cloud at predetermined time intervals B. Update Salesforce objects directly for new /existing data records. C. Add/Remove optional fields per synchronized object. D. Perform RetrieveSalesforceOdject() AMPScript functions in email content. TRAILHEAD 37Prepare for Your Marketing Cloud Consultant Certification Exam Lesson 4: Account Configuration Account Configuration Objectives Lesson objectives for this lesson: + Given a customer scenario, determine the appropriate account hierarchy. + Given a scenario, solution issues regarding Reply Mail Management. + Analyze the impact of applying Sender Authentication Package (SAP) to a business unit P aco + Givena scenario, demonstrate knowledge of features and troubleshooting of Mobile Studio. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Account Hierarchy DOE cus including NTO Kids and our ee se Aol amu cna tcaC) Dees oree aciteotiy Ue tered Ralph VP of Marketing Business Unit (BU) Best Practice A best practice is to implement Marketing Cloud with the parent BU to function as a governance layer not used for sending Ifa subscriber unsubscribes from the parent BU, they are unsubscribed globally. + All Subscribers exists in the parent BU, but it contains subscribers for every BU. + Best practice is to recommend that ‘every customer leave the parent BU as 2 governance layer not used for sending. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam All Subscriber Filter + Created at the parent Business Unit. + Control which subscribers in your account the Business Unit can access. + Subscriber filters can use multiple fields for more flexibility Use case: Northern Trail Outfitters uses business units that serve the north and south regions. The marketing specialist creates and attribute and filters for each region. Each region is further divided by departments, so the marketing specialist also creates an attribute and filter for each department. Business Units and All Subscribers: Use Case One A worldwide event marketing firm is utilizing the Marketing Cloud to manage hundreds of events every year. Their marketing campaigns are grouped in 8 different regions. The firm needs to keep track of subscriber opt-ins by region. They also wish to organize visual assets and data based on those same regions a + What's the minimum number of Business Units you would recommend? + What else would you consider while setting up these Business Units? TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Business Units and All Subscribers: Use Case Two When implementing their Marketing Cloud account, a multi-brand company needs to keep all information relevant to a brand separate from the other. Furthermore since they operate in many countries, non-English speaking countries will have separate users and marketing company needs global reporting capabilities. + What additional information do you need to determine the Business Unit strategy for this company? strategies. Each brand has it’s own unique branding identity and this QB Business Units and All Subscribers: Use Case Three A food chain restaurant operates some corporate-owned stores, while other stores are franchises. Marketing campaigns are managed by 4 regional managers, but each store owner, whether a franchise or not, can personalize its marketing communications. Store owners want their 28 restaurants country-wide and 5 ferent store owners. + What's the minimum number of Business Units you would recommend? + What else would you consider while setting up these Business Units? marketing communications to remain private. There are © TRAILHEAD “aPrepare for Your Marketing Cloud Consultant Certification Exam Account Configuration Objectives Lesson objectives for this lesson: + Given a customer scenario, determine the appropriate account hierarchy. ~~ + Given a scenario, solution issues regarding Reply Mail Management. + Analyze the impact of applying Sender Authentication Package (SAP) to a business unit fo + Given a scenario, demonstrate knowledge of features and troubleshooting of Mobile Studio. Reply Mail Management RE eae aan} replies to an email sent from Perc teeta u nS Coke eased Warren IT Systems Specialist TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Reply Mail Management automatically manages response to your email's reply-to address and applies a series of rules to determine the next action: Sogo Responds andeehes rnacroun acevo ey -_ ——.: Reply Mail Management (RMM) : Intl endtosubeber + Filter out-of-office and auto-replies + Honor unsubscribe requests (Settin, Unsubscribe Manual Requests = Yes) PSone tps Best abcer + Forward an email to cifferent users . depending on different circumstances + Conditionally auto-reply and control the Fi Exchange Continue antng content of that auto-reply message RESOURCE: Search Salesforce Help for "Reply Mail Management RMM Direct Forwards Use this feature to send replies using a From address instead of the account's Reply-To address. This can be activated in the Custom Reply Mail Management Settings section by selecting Use direct forwards. Forwarding using triggered send and select a triggered send to send a specific triggered send type instead of the original email. To send a custom auto reply message using a triggered send, select Use Auto Reply. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Common Misspellings Settings © Common Misspetings Within the Reply Rules, if you select Yes for Unsubscribe © vnauve Manual Requests, you can also select common + une misspellings to allow RMM to unsubscribe email 2a addresses. © eeubserabe Available terms are: + Unsub auberbe + Unsubscribe unas! + Remove a + Leave takeme of youre celete me trom yourlist, cptout eptout + Opt-Out + removed By default, other terms exist for Out-of-the-office. : Using Auto-Forward Reply mail can automatically forward to these Ses ply mal 4 really Torwar Cee en options: mec + Auser from the multi-connect From list Nae deel Abas + Auser-defined name and email address Sa ical aU Coca iad This process updates the To information in the -RMM_JobID email header but retains the From email header mee) information of the original message. The RMM Beene) system delivers the message as if it originated Bec) directly from the author of the email WV Caleta ri ret VIM teal St ero You can also include RMM-specific personalization strings. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Account Configuration Objectives Lesson objectives for this lesson: + Given a customer scenario, determine the appropriate account hierarchy. 1 = + Given a scenario, solution issues regarding Reply Mail Management. + Analyze the impact of applying Sender Authentication Package (SAP) to a business unit. rom + Given a scenario, demonstrate knowledge of features and troubleshooting of Mobile Studio. Sender Authentication Package We Re ere PM onto Ste ria set ais Inari) eed Isabelle Manager of Digital Marketing TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Sender Authentication Package 2 8 For customers who: + Need branding capabilities. + Want to ensure that Marketing Cloud default branding doesn't appear in links or images. : mo Speatfetnacne Sending a minimum of 250,000 messages or per month is required for keeping a or dedicated IP ramped up from a reputation perspective. Account Configuration Objectives Lesson objectives for this lesson: + Given a customer scenario, determine the appropriate account hierarchy. im + Given a scenario, solution issues regarding Reply Mail Management. + Analyze the impact of applying Sender Authentication Package (SAP) to a business unit coe + Given a scenario, demonstrate knowledge of features and troubleshooting of Mobile Studio. TRAILHEAD.Prepare for Your Marketing Cloud Consultant Certification Exam Mobile Studio Isabelle Manager of Digital Marketing AE escent Oe eer nn re ecu ey Rata) Marketing Cloud? Mobile Studio Templates Senda messoge Get subseribers or recipients. Senda survey Send automatic messages Unsubscribe Capture information Mobile Studio offers 10 templates for message creation. Here are some use cases: oe Sendan SMS to your subscribers Outbound Message Invite people tosubscrivetoyourSMSorMMS_——sonie opin messages Invite recipients to vote orrespond to asuvey _—_Vote/Survey Create an automatic SMS response t0INCOmINg Toye Response messages Unsubscribe people from receiving SMS messages o based on a single keyword Australia only SMS Keyword Opt-out Prompt recipients to provide information to store as. contact attributes Info Capture TRAILHEAD © Copyright 2021 salesforce.com, inc. arPrepare for Your Marketing Cloud Consultant Certification Exam Keyword Responses Use next keyword functionality to transition seamlessly from one message to the next, like a conversation. Use Case: NTO uses 2 mobile opt-in message with the keyword =" KOCHiSMS and next keyword KOCH1EMAIL to : prompt customers to sign up for SMS alerts for their new campaign eee In the mobile opt-in confirmation message, they ask customers to text in an email address to receive more messages. They can capture the response in a Data Extension using AMPscript Text Responses Templates Use to send an automatic response to incoming SMS messages with a specific keyword. + Default Keyword to use this message as the a “ default for all responses. 55 \ + Can set only one default keyword message Rachel, hanks for signing up for pershort or ong code as teas age + Only the MID that owns a code can PayNTOIO. Respond with Loyalty configure a default keyword. eae eee * Default keywords can’t be configured on shared codes. + The default keyword response can't be adjusted for individual business units. + AMPScript can be used to update a Data Extension based on the reply. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Practice Questions Practice Question A client wants to roll out MC in 7 markets with different marketing teams. They want advice on how many BUs are needed Which two requirements would warrant the use of multiple BUs? A. Emails must contain different physical mailing addresses in their footers. B, Some users need to access subscriber data from their market and not other markets. C. Tracking of emails needs to be possible to be market specific. D. Unsubscribes should be handled separately for each market. E. Users of each market will create content in their local languages. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Practice Question Your client is considering adopting a Sender Authentication Package (SAP) to improve their reach and increase brand awareness with their audience. Which 3 actions should be considered for this? Test Send Emails to ensure the account is branded correctly. Adopt an IP address for the From Address for emails sends. Configure how to handle hard bounces in the Reply Mail Management settings. Follow an IP warm-up plan when sending on the private IP. Determine a subdomain for the subdomain to delegate to the Marketing Cloud DNS servers. oe> mo Practice Question A company is using MobileConnect to interact with customers. They have multiple BUs to manage multiple brands. A client has opted in to receive text messages from two other brands. If the client replies STOP to a message from one of the brands, which is true? A. That customer will no longer receive text messages from this company, B. That customer will no longer receive text messages from this brand only. C. AandB. D. None of the above TRAILHEAD 30Prepare for Your Marketing Cloud Consultant Certification Exam Practice Question Northern Trail Outfitters needs to ensure that data from the AMER team and the EMEA team are kept separately. Which two options should the consultant recommend? A. Business Units B. Shared Data Extensions C. Subscriber Filter D. Separate data access for users Lesson 5: Automation TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Automation Objectives . & Lesson objectives for this lesson: + Given a customer scenario, provide the appropriate automation type and activities that should be utilized. > + Given a customer scenario, design complex a automations using Journey Builder and Automation Studio. L Data Automation (ether ig Pee creek ted Dea E enc) Pree Ea ee Lie Isabelle Manager of Digital Marketing TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Tracking Extract Configuration . ® + Tracking extracts provide granular tracking data for import from Email Studio into external systems. + Use tracking extracts to export granular data regarding several different aspects of email send jobs, such as clicks, bounces, and survey data, from Marketing Cloud. Then, import that information into an automation or system. ct aware ones Wildcard Specifiers for File Drop Starting Sources Use these strings to reuse the trigger file in a subsequent step of 2 file drop automation, Substitution String: %3FILENAME FRO The following options are available for wildcards: M_TRIGGERS$ S3EILENAME FROM TRIGGERSS . — This string retums the name ofthe fie placed in the FTP folder. | File Dropped Prefixes, suffixes, and file extensions are not allowed. Myfile.txt 34FILENAME_FROM_TRIGGER_BASES% — This string returns the name of the file without the final file Result: extension. Prefixes, suffixes, and extension substitutions are Myfile.txt allowed. 34BASEFILENAME_FROM_TRIGGERS% — This string returns the name of the file without any file extensions. Prefixes, suffixes, and extension substitutions are allowed. TRAILHEAD.Prepare for Your Marketing Cloud Consultant Certi Encrypt and Decrypt Files with File Transfer Activities ue ry Encrypt a File + When creating an upload file transfer activity that moves a file from Marketing Cloud to an extemal location, you can encrypt the file. + Marketing Cloud supports PGP or GPG encryption. + Upon execution of the activity, Marketing Cloud encrypts the specified file and moves it to the specified location Decrypta File + In Marketing Cloud Automation Studio, you can unzip or decrypt a file found in the Marketing Cloud's Enhanced FTP directory. + With the File Transfer Activity, you can securely transfer files from the Marketing Cloud's secure file transfer location, the Safehouse, to a selected FTP location Sales and Service Cloud Acti Sales and Service Cloud canvas activities in Journey Builder to create or update Sales and Service Cloud objects. Use activities to perform these actions: + Create lead when contact enters a journey. + Update lead based on engagement within a journey. + Create/Update a CRM contact record or custom object. + Create task when another object, such as a lead/contact, enters a journey. + Associate case or task to an account. + Update task based on a contact or lead’s response in a journey. + Update person or business account. TRAILHEAD. 34Prepare for Your Marketing Cloud Consultant Certification Exam MobileConnect with Automation Studio You can create three different automation acti in Automation Studio for MobileConnect: + Import Mobile Contacts + Refresh Mobile Filtered List * Send SMS Contacts Script Activity The Script Activity is situational and should be used sparingly. A Server-Side JavaScript activity contains your Server-Side JavaScript and executes that script when started, either on its own or as part of an automation in Automation Studio. Keep outbound calls to a minimum Use Case: Use the Server-Side JavaScript Activity to run a weekly Contact Delete process via the REST API. TRAILHEAD 38Prepare for Your Marketing Cloud Consultant Certi Verification Activity + Allows you to fail an automation if the subscriber count in a Data Extension is outside of your expected range. + Options are to stop automation, send an email notification, and/or log the details of the verification activity. Use case: Daily automation imports a file from e- commerce system, queries the data imported to produce an audience segment, and then sends a message. If the file is incomplete, result may be an unexpectedly low audience segment and send count. Verification Activity will activate. Automation Obje Lesson objectives for this lesson: + Givena customer scenario, provide the appropriate automation type and activities that should be utilized =. + Given a customer scenario, design complex automations using Journey at) Builder and Automation Studio. > TRAILHEADPrepare for Your Marketing Cloud Consultant Certifica’ Complex Automation Design ORO CE ICSU a ee CER) multiple journeys, they aren't eer a nu eo Ralph VP of Marketing Preventing Sends: Exclusion Lists Exclusion List + To exclude a group of subscribers from an email send, use a Sendable Data Extension as an exclusion list. + The system excludes using the subscriber key value. ‘A common use case: You send a newsletter to Data Extension A but later realize you want to send it to Data Extension B. Some of the subscribers on Data Extension A also exist on Data Extension B and you don't want to send them the same email twice. When you send to Data Extension B, you select Data Extension A as an exclusion list. Exclusion £°) TRAILHEAD.Prepare for Your Marketing Cloud Consultant Certification Exam Preventing Sends: Suppression Lists . ® Suppression List + Asuppression 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 include: = Addresses with a history of spam complaints = Unsubscribe lists from previous providers — Addresses of your competitors — Canceled customers Assign an auto-suppression list to automatically prevent sends to selected contacts at send time. Op’ ize Journey Entry Source Guidelines to maximize hourly processing + If your filters use contact data, use the data model to determine the Attribute Sets required to link the contact attribute to the contact. + If you use an entry filter, avoid ends with and contains operators for best filter performance. + Complicated entry source or decision split filters requi filter contacts, which slows performance. + Filter complexity and performance are based on the number of di attributes used and the number links it takes to map to a contact. more table joins to TRAILHEAD. 38Prepare for Your Marketing Cloud Consultant Certi Feature Comparison Feature Comparison Chart B [AS 3eL Que] =m La i» ny Ha wi vec een von Haren Mucosa nan aGaee 7 Tite opp te logit ada Fle adat nlerion you seeeo Weal pfaup of sibeibas wha satajthe We eT ve Wait cause ths automat wait respec peiodoftime Before performing he rextstp/aetiiy. ra ‘Test pita selupies pa ofthe worlow fo easy conduct mir, eave and channel erst Boon campaign peomence | Carpaign Goat ~slup busFon al or Jour aang campagh ond ave Solan ero lee W STSSCOTAION Ba 7 Use Case 1: Daily Data Load Use Case: Customers that have external database(s) of record need to bring this data into the Marketing Cloud to drive marketing. Normally this is Daily or Hourly and based on "Delta Files." Journey Builder |g | Data management tools are not apart of Journey Builder. ‘Automation Studio | | There are a wide selection of data processing tool's available in Automation Studio. AS +B NIA TRAILHEAD.Prepare for Your Marketing Cloud Consultant Certification Exam Use Case 2: Welcome Ser Use Case: A Company gets a new Customer and would like to send out a series of Messages to nurture their new customer and welcome them to their brend. Journey Builder | 4 | An API Entry Source or Salesforce Data Event, depending on the data source, is preferred, it only using Journey Builder. ‘Automation Studio The only scenario when AS should be used © | stand alone is ifthe hourly Message volume is higher than 500,000. AS + JB ‘Automation Studio can be used to process and segment the data. Journey Builder should be sed to send the series of Messages to take advantage of powerful features such as engagement and decisions splits and more Use Case 3: One-Time Send Use Case: Sending a Coupon to a very large segment of your customer base. Journey Builder ‘ASingje Send Journey isthe preferred approach % | since the Marketing team can easily configure this solution on their own, ‘Automation Studio Ifthe entry fiter is complex and/or the initial 4. | Message volume is greater than 500,000 per hour then it would be best to use an AS only solution for this use case AS + JB If the entry criteria requires advanced > | segmentation, then AS can be used to prefiter this Journey. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Link Journeys Together Guide a contact from one journey to another journey with the Update Contact Activity. The second Journey Entry Source can be generated based on the updated value. : ~@ 08 ©. CRM Data soem uot Se commerce XO 7 Cote Filter Criteria Practice Questions TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Practice Question Which of the following statement is true about Server-Side JavaScript (s5J5)? A. Server-Side JavaScript can duplicate the functionality of AMPscript. B. Server-Side JavaScript has a shorter learning curve than AMPscript for users new to scripting languages in general. C. Server-Side JavaScript code is not processed by Marketing Cloud servers. D. Server-Side JavaScript uses libraries provided by Marketing Cloud, Practice Question Client needs to scheduled nightly automations to import data from web purchases. Since the Purchases Data Extension upload time is unknown, they want to use File Drop as a Starting Source. Which is true regarding File drops? A. When using File drop, if you have multiples files to drop into the same folder, you must use a unique filename pattern. 8. When using File drop, it is not possible to drop multiple files into the same folder. Folder must be dedicated. C. When using the File drop, you will use a unique filename pattern for every automated process. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Lesson 6: Data Modeling and Management Data Modeling and Management Objectives Lesson objectives for this lesson: + Given a customer scenario, demonstrate the ability to differentiate when to use standard reports, data views and tracking extracts. Explain the various data objects in Marketing Cloud. Evaluate implications on data model when choosing contact identity. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Data Views, Tracking Extracts, and Reports Cre Reta cc ka different reporting capabilities ive torte. Ralph VP of Marketing Extracting Data - Options a) System Data Views Tracking Extracts Standard Reports * Contains 6 months + Data is updated + Out of the box. of data. once a day. + No customization + Need tobe queried — - Data available from ‘or formatting can and stored ina alltime. be changed. dataextension for Format is less + Can be exported. extraction. flexible than System Data Views. Note SOAP AP cals can extract data onanhouy bass pe Brent Noiieavon Sunice can provide eektrne messaging TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Unsubscribe from Child BUs Query the _BusinessUnitUnsubscribes data view in Automation Studio to find subscribers in your Marketing Cloud account and their unsubscribe data for child business units. She es es eee es gt une Subsciberkey Apoterie atern varchat25a) Text Soaneaan TegaggaWtecmnateorignslbyed verncanoy ee ‘ Data View: ListSubscribers Use this Data View to migrate customers from the List model to Data Extension. + This data view table displays subscribers on lists in your Marketing Cloud account. + Dates and times are stored in Central Standard Time. + Profile attributes created in an Enterprise 2.0 account are added to the _EnterpriseAttribute table. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Send Logging Best Practices + Use to retain information that can change after a send occurs and can affect reporting. + Use data retention to limit storage to 10 days. + Add 10 or fewer custom fields to the send log. + Minimize the size of the fields used in a send log to the size required for the expected data + Limit the number of activities concurrently using a data extension. + Dates added are in UTC-6. + Use SQL to query across SMS, Push and email communications. Contacts Counts Standard Report The Contact Count report contains information on the total number of contacts in an account and runs weekly. To view this report, enable the Access permission under Contacts. TRAILHEAD 88Prepare for Your Marketing Cloud Consultant Certification Exam Data Modeling and Management Objectives bs Lesson objectives for this lesson: + Givena customer scenario, demonstrate the ability to differentiate when to use. T standard reports, data views and tracking 27322", _ extracts. a (a + Explain the various data objects in Marketing Cloud. + Evaluate implications on data model when choosing contact identity. Data Objects Tne eat rea aR eel aCe) Ce eeu act ut cic) occur) Michele Technical Marketer TRAILHEAD o7Prepare for Your Marketing Cloud Consultant Certification Exam Contact Builder Data Extension Templates . 8 oartevsenDemnFicwiondan fiesta Soren a ea ae ten eee en Seto eo Le Tendindious aapastavonbatumuntwgae Hoy ta [DatzExtension heal = vss - EmaiAddress Email Address 254 + Data Extension Templates are used for specific data collection and usage purposes in Marketing Cloud. + They contain required fields for specific use cases. + Asmall number of data extension templates can be enabled for specific use cases, such as send logging and triggered sends. Contact Delete vs Data Retention Contact Delete + Hard deletes contact information across the entire enterprise Data Retention + Is recommended when creating a data extension + It can be applied on existing data extension. + Retroactive Data Retention only accepts data extensions with less than 100 million records. Use both Contact Delete and data retention policies to help ensure removal of data. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Data Modeling and Management Objectives . 8 Lesson objectives for this lesson: + Givena customer scenario, demonstrate the ability to differentiate when to use. standard reports, data views and tracking 27322", _. extracts. a (a + Explain the various data objects in Marketing Cloud. + Evaluate implications on data model when choosing contact identity. Contact Identity We want to make sure that we Sree ec) PT curcel ted Michele Technical Marketer TRAILHEAD 89Prepare for Your Marketing Cloud Consultant Certification Exam Contact Count Determination “e %. Marketing Cloud combines contacts from multiple sources based on the Contact Key value. ss ‘aasonce The Contact Key value usually includes customer-supplied information used specifically to identify a single individual. Contact records without a Contact Key value default to the address of the respective channel sending the message, such as an email address, mobile number, or MobilePush device ID. Defining Subscriber Keys Use the contact key value to assign information from several communication channels and follow these best practices: + Use unique values not related to a specific channel. + Use values that does not change based on customer behavior. + Use the subscriber key value in Email Stu unique contact key value. + When importing from external systems, use the unique identifier from that system. + Contact key values cannot contain special characters like ~, |, @, #, 5, %,*, 8 (4 hG/, \. TRAILHEAD as yourPrepare for Your Marketing Cloud Consultant Certification Exam Contact De-Duplication + Contacts count only one time. + Marketing Cloud automatically de-cuplicates multiple instances of a contact based on the Contact Key value. + For example, two records with different Contact Key values and the email address ContactKey: Contact Key: jai@example.com count as two unique contacts. 1234 356 Ema Ema + Add, Update, and Add and Update import types jaiwexample.com jai@exampie com also automatically de-duplicate based on the a sei as Primary Key value. . different contacts + Avoid duplicates by assigning consistent Contact Keys throughout the Marketing Cloud. + Inconsistent Contact Keys will result in duplicate contacts. Subscriber Key Migration Marketing Cloud Connect users looking to migrate from one CRM org to another will lose all historical data when contacts sync through the MC connector integration. If historical data is not relevant: a + Export all the subscriber-related data out of Marketing Cloud, update any of the permissions of subscriptions in Sales Cloud (like setting EmallOptOut) and simply start oy from scratch with new Contacts ID's. If historical data is relevant and need to be saved: + Contact Salesforce Marketing Cloud support for Subscriber Key migration. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Synchronized Data Sources and Contact Counts . ® Synchronized data gets a Contact Key and a modified date of 01/01/0001 12:00 AM until added to a send from a Marketing Cloud Channel These records are contacts for billing purposes. Contacts Without Channel Addresses is an available extract type when creating Data Extract Activity. Contacts/Leads count against Contact Count even if there is: + Noemail address + No mobile number + No record in All Contacts TRAILHEAD nPrepare for Your Marketing Cloud Consultant Certification Exam Practice Question Northern Trail Outfitters (NTO) is setting up a campaign that uses the REST API to send messages upon a customer making a purchase. They need to know in real-time if an email message bounces so that they can attempt to confirm the order through another channel. What should the consultant recommend? A. SOAP Webhooks B. Event Notification Service C. Tracking Extract D. System Data View Practice Question NTO needs a Send Log configured in order to capture sending information in a Data Extension for reporting and tracking purposes. Which two statements are true about a Send Log? A. Use data retention to limit storage to 10 days. B. Use in place of standard reports and tracking. C. Add 10 or fewer custom fields to the send log. D. Use the Journey Builder update Contact Activity to update. TRAILHEAD ie}Prepare for Your Marketing Cloud Consultant Certification Exam Lesson 7: Messaging Messaging Objectives Lesson objectives for this lesson: + Given a customer scenario, describe esa various ways to individualize message = content. + Given a customer scen: appropriate messaging op! determine the rn. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Personalized Messaging NEE tied Cea cron) Ens eeu eRe ee eee Take | sends? Isabelle Manager of Digital Marketing AMPscript: NTO's Abandon Cart High Value Em: NTO wants to use AMPscript to display details about the items left in the high value carts to further personalize the email message: 1 $8[SET @prodRews = LOcKUPROWS ("1TOCartTnfo', 'CustomexTd", @CustomerId) 2 IF RowCount (@prodRows) > 0 THEN 3 FOR @i = 1 TO ROWCOUNT(@prodRews) DO 4 SET @prodRow = ROW (@prodRows, @i) 5 SET @productNane = FIELD(@prodRow, 'ProductName') 6 SET @productPrice = FIELD (@prodRow, ‘Uniterice') ]&% ED) corse eprosucenane) =5% 4 cppttarormatcurrency (@product#rice, "en-US", 2) =¥8 E>) Noor ale TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam AMPscript Functions .- 8 NAME ESE lookup Returns specified value rom a Gata extension. You can specly multple dco eld and value pass part ofan AND cause, Retumsa rowset from a data extension where the field matches the specified value. Specify additional field value pairs as part of Tecranaens an AND clause. This function retums a maximum of 2000 rows. To better control the number or the order of returned rows, use the LookupOrderedRows() function. This limitation enhances script performance, RowCount Returns number of rows in specified rowset or array Formats a specified stringas a currency value. This function rounds the numbers up ifthe specified format uses fewer decimal . points than the value itself and the remaining numbers total 5 or poaremnteas) more. The function rounds the numbers down ifthe specified ‘format uses fewer decimal points than the value itself and the remaining numbers total les than 5 System Personalization Strings Systern personalization strings are found for following categories: + Email Data + Example: % Yoxtshortdate% %, % %jobid% % + Recipient Data + Example: %%_subscriberkey%%, %%short_code% % aa + Do not display PIT information like email address co——* + Sender Data ‘Standard Links + Microsites + Analytics + Only if web anaiyticsis enabled TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Delayed Delivery .® Delayed Delivery, aka “Catch and Release”, is when millions of emails are sent with complex code for enhanced personalization It allows for a Send to be scheduled for the future, and while waiting to deploy, it builds all of the emails personalized for the subscribers and holds them. The fastest send will have the information in the sendable data extension. AMPscript and SSJS You should lead with AMPscript for email messages and server-side JavaScript for landing pages and applications. AMPscript Does personalization or simple IF ELSE statements. Server-Side JavaScript Use when working with + JSON payloads + REST APIs + More complex programmatic use cases. + Ex: Arrays, error handling, custom functions TRAILHEAD 7Prepare for Your Marketing Cloud Consultant Certi Messaging Objectives “ &, Lesson objectives for this lesson: + Given a customer scenario, describe various Neg ways to individualize message content. = > + Given a customer scenario, determine the appropriate messaging option. Sending Marketing Messages Greece sending emails messages. Re BRaattseee) Michele Technical Marketer TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Sending Options .-® Email Mobile Automation APL + Send Flow + Mobile Message + Send Email Activity + REST APT Triggered Send + Mobile Push + Send SMS + SOAP API (email User Initiated Send only) Single Send Journey Transactional Send Journey To send a mobile message, create a data extension in Contact Builder and add the contacts to send to. Data extensions appear in MobileConnect only if they meet these criteria: + Marked as sendable + Contain only one phone field * Contain only one locale field + Subscriber key, not subscriber ID, is used for the send relationship You can send only to normalized mobile numbers with a locale. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam ations » ® Mobile Studio Li Review the MobileConnect SMS sending guidelines and restrictions for your country. Not all countries are covered. Sen lUritecStatee ves. Na No lene Yes wth a minimum of200000 —y, ve ent sens. rit Recure 300,000 minimum Yas “Sender ID/Code numbers changes ment snes. tealoea shared shortcode ustraia No Ne ves Ye Mexico ves ves ve Ne SAY STE TOUTES ATE STATIS TATE https: help salesforce.com /articleView2id=me_moc_mobileconnect_enablement_guides htm&type=5 Mobile Studio Use Case Keyword Opt In Mobile Opt-in template defines the code and keyword combination, the message they receive, and other information. Mobile Messaging Outbound Message template to create and send an SMS message to your subscribers. Use Case Invite conference attendees to subscribe to your SMS and email messages sent during the conference by using the outbound message, email opt-in, and mobile opt-in templates in MobileConnect. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam API Messaging REST API + REST API runs on an updated messaging platform, which improves scale and send speed. + Use with Transactional Journeys. Event Notification Service + Programmatic approach. + Can'be managed in Setup. + Can only be used with Transactional REST API. SOAP + Used for Triggered Sena: + Can extract hourly tracki Soap vs. REST API Email Sending oF MobileConnect Vv Subscribers and Lists v MoblePush v T Triggered Sencs v ve Data Extensions v ve neaer 5 Contact Med v Folders June Buder v Admin (Users, BUs) v wnat Onan tawe y Natomations v Content Builder v rail Tracking Data v Comoaigns v TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Practice Questions Practice Question Northern Trail Outfitters is sending an order confirmation email to. customers. They need to personalize the email with data from a non- sendable data extension. What should the consultant recommend? A. Attribute Groups B. AMPscript Lookup C. System Personalization Strings D. Code Snippet TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Practice Question Northern Trail Outfitters needs to send a triggered SMS message to subscribers when they opt in to the "Get Outside" Black Friday campaign. What should the consultant recommend? A. SOAP API B. REST API C. Event Notification Service D. AMPscript Lesson 8: Course Wrap Up TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Course Wrap Up Lesson objectives for this lesson: + Review Key Concepts from the course. + Know where to go for more help and to register for the certification exam. Discovery and Architecture + Automation Imports: When does the file arrive? What is the format of data? Who needs to be notified of errors? + Understand the corporate structure to build a Business Unit Implementation Plan - user roles, data imports, data security etc. + Use Import Activities for large data volume management. + Identify data model based on customer needs. Lead with data extensions. + Recommend unsubscribe management and status update processes. + Understand secure file transfers and password policy options. + List segmentation tools and know when to use them. TRAILHEAD a4Prepare for Your Marketing Cloud Consultant Certification Exam Integration + List Marketing Cloud Connect requirements and pre-requisites. + Compare different send methods based on available audiences and understand possible limitations. + Understand multi-org considerations and benefits, impact on personalization, profile center, subscribers status and web collect. + Troubleshoot tracking data between Salesforce CRM and Marketing Cloud. + Recall Journey Builder data entry options. + Given a use case, recommend extension products to address a specific requirement. Account Configuration + Understand Alll Subscribers Filters and when to use them. + Describe business unit best practices. + Understand different Reply Mail Management (RMM) options, including Reply Rules and Auto-Forward. + Recognize when to suggest a Sender Authentication Package for a business unit. + List MobileConnect templates for specific use cases. + Contract Keyword and Text responses in mobile campaigns TRAILHEAD 85Prepare for Your Marketing Cloud Consultant Certification Exam Automation + Utilize multiple tools to limit the number of emails sent to one subscriber. + Compare and contrast Automation Studio and Journey Builder for complex automation design. + Explain the differences between Journey Data and Contact Data. + Understand the different Sales and Service Cloud Journey Builder + Understand how to use data and activities to link journeys together. Data Modeling and Management + Compare and contrast the different ways to export data and the considerations for each option. + Understand the Send Log in Email Studio, how to obtain real-time send information, and best practices. + Report accurately on contact count, as well as understanding how contacts are determined. + Understand best practice when det impact on contact deduplication. 1g Subscriber Key and the TRAILHEAD 88Prepare for Your Marketing Cloud Consultant Certification Exam Messaging + Use system personalization strings to individualize message content. + Understand common AMPscript functions to display subscriber data in an email. + Compare and Contrast AMPscript with Server-Side Java Script. + Understand the various send methods and when to use one versus the other. + Use Mobile Studio data extensions. + Understand localization and mobile messaging. Course Wrap Up Lesson objectives for this lesson: + Review Key Concepts from the course. + Know where to go for more help and to register for the certification exam. TRAILHEADPrepare for Your Marketing Cloud Consultant Certification Exam Further Resources The Trailblazer Community — New Features ~ Best Practices ~ Community Group Meetings and Events Salesforce Help — Release Notes ~ Help Documentation — Knowledge Articles ~ Trailhead Modules IdeaExchange in the Trailblazer Community — Post your ideas: Suggest a new product concept, = Promote your ideas that you want developed, Discuss with product managers and other users, — Review future plans. Certification Action Plan ‘Access the Exam Guide at wate 2 article=Salesforce-Certified-Marketing- Cloud-Consultant-Exam-Guide. Research unfamiliar topics from the Exam Outline section of the Study Guide using Help & Training. Take advantage of relevant courses and get hands-on experience (Help & Training | Other Resources | Training). When you're ready, set up atest taker account at www.webassessor.com|salesforce to register for the exam or attend a Certification Days Event. If at first you don't succeed, try, try again. Once certified, use your logo proudly and often! TRAILHEAD. © Copyright 2021 salesforce.com, inc. 88Prepare for Your Marketing Cloud Consultant Certifica’ Onsite Proctored = To locate a testing facility near you nline.com/Locate-Test- Center Testing centers set their ‘own schedules for when Salesforce certification exams are offered, so availability varies is required at least 24-72 week in advance Exam Logistics Information visit http: //www.kryteriono Online Proctored = The exams will be monitored by a proctor through a webcam = Online proctored exams are offered daily, excluding major U.S. holidays and exam system down-time = Advance registration is not required for online proctoring; you can register and launch an exam on the same day; however, if you are completing an exam through online proctoring for the first time, please allow extra time to prepare your computer Typically, exam registration _* Before scheduling an online proctored exam, it is strongly recommended that you review all of the hours in advance; however, _ necessary requirements and policies here: we recommend registering http: / certification force.com/pkb/ articles /Public_ KB ‘LOnline-Proctoring-Completing-Your-Exam-Remotely TRAILHEAD. Thanks for Attending! Your opinion matters, and we want to hear from you. Navigate to the Class Survey provided to give us your feedback. What’s Next? LEARN ALL THE SKILLS YOU NEED Build on your skis with self-paced learning or another expert-led class httos://sfdeco/leamsalesforce EARN SKILL-BASED CREDENTIALS Get rewarded for the skills you learn and get industry-wide recognition fer your expertise. hits://tralhead salesforce.com credentials ‘CONNECT WITH FELLOW TRAILBLAZERS ‘Community: https:/ [trailblazer salesforce.com Twitter: @Trailhead Facebook /SalesforceTrailhead © Copyright 2021 salesforce.com, inc. 89Resource Guide ® Prepare for Your Marketing Cloud Consultant Certification Exam reas Additional Student Resources In addition to the student guide, we recommend you spend some time exploring the concepts and additional details for the topics discussed in today’s course along with discussions and events within our communities and help sites. Start with a review the Exam Guide on Trailhead. https:/ /trailhead.salesforce.com/help?article=Salesforce-Certified-Marketing-Cloud- Consultant-Exam-Guide When you're ready, register for your exam here. hitps:/ /mww.webassessor.com/salesforce The Trailblazer Community https:/ /trailblazers salesforce.com; + New Features + Best Practices + Community Group Meetings and Events Salesforce Help hitps:/ /help.salesforce.com/home ‘+ Release Notes + Help Documentation + Knowledge Articies + Trailhead Modules IdeaExchange in the Trailblazer Community hitps:/ /trailblazer.salesforce.com/ideaSearch Post your ideas: Suggest a new product concept Promote your ideas that you want developed Discuss with product managers and other users Review future plansResource Guide ® Prepare for Your Marketing Cloud Consultant Certification Exam reas Lesson 2: Discovery and Architecture Exam Objective: Provided with a set of business requirements, determine what. additional information is needed to design the recommended solution. + Marketing Cloud Business Units: + Content Builder Approvals Consideration: https:/ /help.salesforce.com/articleView?i. tmé&type=5, mc_ceb_approvals_considerationsh + Filename Patterns https:/ /help.salesforce.com /articleView?i -htm&type=5, + Configuring Public SSH Keys https:/ /help.salesforce.com /articleView2id=mc_mn_may_2020_data_self_servic e@_public_ssh_keys_for_mc_sftp_users.htm&type=5 mc_as_filename_patterns_reference + Sender Authentication Package (SAP) https:/ /help.salesforce.com /articleView?id=sf.mc_es_sender_authentication. ckage.htm&type=5 * DNS Record Maintenance https:/ /help.salesforce,com /articleView?i htm&type=5, + Subdomain Delegation https:/ /help.salesforce.com /articleView?i e.htm&type=5 f.mc_es_dns_tecord_maintenance. mc_es_subdomain_delegation_guid © Get Started with Event Notification apis/ens-get-started,htm + Supported Notification Events https:/ /developer.salesforce.com/ docs /atlas.en-us.noversion.mc-apis.meta/me- apis/ens-supported-events.htmResource Guide ® Prepare for Your Marketing Cloud Consultant Certification Exam rages Exam Objective: Demonstrate how to gather requirements in order to put together a data and segmentation strategy for the customer. + Email Studio Lists vs. Data Extensions https:/ /help.salesforce.com/articleView?id=me_es_list_versus_data_extension.h tm&type=5 + Organize Your Data segmentation /organize-your-data : + Unsubseribe Settings https:/ /help.salesforce.com/articleView?id=mc_es_unsubscrive_settings.htm&ty pe=5 Exam Objective: Given a customer skill set, make recommendations on appropriate solutions for long term ease of use and maintenance. + How should I structure my marketing automation team? https: //blog.marketo.com/2014/01/how-should-i-structure-my- marketing-automation-team.htm| Lesson 3: Integration iven a customer use case, demonstrate knowledge of g Cloud Connect. Exam Objective: features, viability, and troubleshooting of Marke! ‘+ Email Sends and Report FAQs https:/ /help salesforce.com /articleView?id=mc_co_email_sends_and_reports_f ags.htm&type=5 + Multi-Org FAQs * Unsubscribes https:/ /help.salesforce,com/articleView?id=mc_co_unsubscribes.htm&type=5Resource Guide ® Prepare for Your Marketing Cloud Consultant Certification Exam rages + Implement Synchronized Data Sources Best Practices https:/ /help.salesforce.com /articleView?id=mc_co_implement_synchronized_d ata_sources_best_practices.htm&type=5 * Salesforce Data Event https:/ /help.salesforce.com/articleView?i ype=5, mc_jb_salesforce_data_event.htmat «Records Not Injected to Journey Builder from Sales Cloud pide = =1&mode=1 + Troubleshoot Email Sends and Tracking in Marketing Cloud Connect https:/ /help.salesforce.com /articleView2id=mc_co_troubleshoot_email_sends ang_tracking.htm&type=5 + Advanced FAQs + Initiate Log https:/ /help.salesforce.com /articieView?id=mc_co_initiate_log.htm&type=5 + Understand Marketing Cloud Connect Triggered Sends New one, htmatyp Exam Objective: Articulate how data model will support personalized and relevant messaging and content. + Campaign Member Integration help.salesforce.com /articleView?id=mc_co_campaign_member_integrat ion.htmatype=5 Exam Objective: Given a customer use case, recommend which extension product(s) addresses the requirement. + Explore Data and Advertising Products https: / trailhead salesforce.com /content/learn/modules/mrkt_cloud_stu dios_builders/mrkt_cloud_studios_builders_learn_buildersResource Guide ® Prepare for Your Marketing Cloud Consultant Certification Exam rages * Salesforce Marketing Cloud Connector - Mule 4 https: / /www.mulesoft.com/exchange/com.mulesoft.connectors/mule- sfdc-marketing-cloud-connector/. * Datorama https: / /www.salesforce.com/ products / marketing-cloud /marketing- intelligence/ Lesson 4: Account Configuration Exam Objective: Given a customer scenario, determine the appropriate account hierarchy. + Business Units https:/ /help.salesforce.com /articieView?id=mc_es_business_units.htm&type=5 © Subscriber Filters https:/ /help.salesforce.com /articleView?id=mc_es_subscriber_filters.htm&type= 5 + Enterprise 2.0 Overview https:/ /help.salesforce.com /articleView?id=mc_es_enterprise_20_overview.htm Btype=5 Exam Objective: Given a scenario, solution issues regarding Reply Mail Management. + Reply Mail Management (RMM) htm&type=5 * Create a Sender Profile for Use with RMM https:/ /help.salesforce.com/articleView?id=mc_es_create_sender_profile_for_u se_with_reply_mail_management.htm8&type=5Resource Guide ® Prepare for Your Marketing Cloud Consultant Certification Exam rages Exam Objective: Analyze the impact of applying Sender Authentication Package (SAP) to a business unit. + Sender Authentication Package (SAP) ew?id= = Exam Objective: Given a scenario, demonstrate knowledge of features and troubleshooting of Mobile Studio. + Create Messages Using Mobile Studio Templates https:/ /help.salesforce.com/articleView?id=mc_moc_creating_a_new_messago in_mobileconnect.htm&type=5 + Use Next Keyword https:/ /help.salesforce.com/articleView?id=mce_moc_use_next_keyword.htm& pe=5 + Use Default Keyword hitps:/ /help.salesforce.com /articleView2id=mc_moc_default_keyword.htm&typ + Text Response https:/ /help.salesforce.com /articleView?id=mc_moc_text_response.htm&type= 5 + Import Contacts to a Standard List or All Contacts https:/ /help.salesforce.com /articleView?id=mc_moc_import_contacts_to_a_sta ndard_list_or_all_contacts.htm&itype=5. Lesson 5: Automation Exam Objective: Given a customer scenario, provide the appropriate automation type and activities that should be utilized. + Tracking Extract Configuration https:/ /help salesforce.com /articleView?id=mc_as_tracking_extract_config.htm &type:Resource Guide ® Prepare for Your Marketing Cloud Consultant Certification Exam reas File Drop Automations https:/ /help salesforce.com /articleView?i type=S mc_as_triggered_automations.htm& FIP and File Drop Automation Example https:/ /help.salesforce.com/articleView?i. ‘on_scenario.htm&type=5 mc_as_ftp_and_triggered_automati Substitution Strings Example ehtmatype=5 Sales and Service Cloud Activities https:/ /help.salesforce.com /articleView’ s.htm8type=5 mc_jb_sales_service_cloud_activitie MobileConnect with Automation Studio ect_with_automation_studio.htm&type=5 Script Activity https:/ /help.salesforce.com /articleView?id=mc_as_create_a_script_activity_1.nt m&type=0 Automate Delete Contacts Process with REST API https:/ /code4.cloud [articles/sfme-automate-delete-contacts-process-with-rest- apil Verification Activity Example https:/ /help salesforce.com /articleView?i htm&typ. mc_as_verification_activity_example Exam Objective: Given a customer scenario, design complex automations using Journey Builder and Automation Studio. Optimize Sending in Journey Builder https:/ /help.salesforce.com/articleView?i y_builder.htm&type=5 mc_jb_optimize_sending_in_journe Import Contacts to a Standard List or All Contacts Ihelp.salesforce.com /articleView?i ndard_list_or_all_contacts.htm&type:Resource Guide ® Prepare for Your Marketing Cloud Consultant Certification Exam rages + File Drop Automations https:/ /help salesforce.com /articleView?id=mc_as_triggered_automations.htm& types5 Lesson 6: Data Modeling and Management Exam Objective: Given a customer scenario, demonstrate the ability to differentiate when to use standard reports, data views and tracking extracts. + List Subscribers https:/ /help.salesforce.com /articleView?id=mc_as_data_view_listsubscribers.ht m&type=0 ‘+ Send Logging Best Practices and Tips https:/ /help.salesforce.com/articleView?id=mc_es_send_logging_best_practices -htm&type=5 * Contact Counts Report https:/ /help salesforce.com /articleView?id=sf.mc_re_contacts_counts.htm&type 5 Exam Objective: Explain the various data objects in Marketing Cloud. + Contact Delete Best Practices https:/ /help.salesforce,com/articleView?id=mc_cab_best_practices.htm&type=5 Exam Objective: Evaluate implications on data model when choosing contact identity. * Contact Definition and Contact Determination ee unt_determination.htm&type=! + Contact Builder Best Practices https:/ /help.salesforce,com/articleView?id=sf,mc_cab_contact_builder_best_pr actices,ntm&type=5,Resource Guide ® Prepare for Your Marketing Cloud Consultant Certification Exam reas + Subscriber Key Migration https:/ /salesforce.stackexchange.com/questions/265607/what-ate-the-benefits: of-subscriber-key-migration + Find Contacts without Channel Addresses https:/ /help.salesforce.com/articleView’ address.ntm&type=5 mc_cab_contacts_without_channel Lesson 7: Messaging Exam Objective: Given a customer scenario, describe various ways to individualize message content. + LookupRows content.meta/mc-programmatic-content /iookuprows.htm + AMPScript Function Reference https:/ [developer salesforce.com/docs/atias.en-us.noversion.me-programmatic- * Personalization Strings https:/ /help.salesforce.com/articleView?id=mc_es_available_personalization_str ings.htm8type=5 + Delayed Delivery in Marketing Cloud https:/ /help.salesforce.com /articleView?i + Server-Side JavaScript https:/ /developer salesforce.com/docs /atlas.en-us.noversion.mc-programmatic content.meta/mc-programmatic-content/ssjs_serverSideJavaScript.htmResource Guide ® Prepare for Your Marketing Cloud Consultant Certification Exam rages Exam Objective: messaging option. en a customer scenario, determine the appropriate + Transactional Messaging API hittps:/ /developer.salesforce,com/docs/atlas.en-us.noversion.mc-apis.meta/mc- apis /transactional-messaging-api.ntm + Mobile Data Extensions https:/ /help.salesforce,com /articieView?i m&type=5 mMc_moc_data_extension_sends.ht + MobileConnect Guide for SMS Sending https:/ /help.salesforce.com /articleView?id=mc_moc_mobileconnect_enableme . ° =5 * Send Information to Conference Attendees https:/ [help salesforce.com /articieView?id=mc_moc_provide_information_to_c onferance_attandees.htm8type=5