Data Cloud Accredited Professional Exam Flashcards
1
Q
What does Data Cloud do?
A
Salesforce Data Cloud gives every cloud access to unified customer data to power intelligence and automation at scale
2
Q
What are some benefits of using Salesforce Data Cloud
A
Reduce Costs (by using AI powered predictions, recommendations, and insights)
increase productivity by connecting real-time data with Salesforce Flow to automate business processes
reduce time to market by practicing low code development
3
Q
What is the first step involved in data Cloud?
A
Discover all of the company’s data sources in various locations, so can be brought together
4
Q
what are the data patterns that Data Cloud consistently support?
A
Applications, Real time decisioning, ML processing, Event processing, Analytics, Big data lakes
5
Q
What are the inputs and outputs of data cloud?
A
Inputs: Data from all across the company’s various data sources
Outputs: A unified customer database that is accessible to other systems and provides advanced platform functionality to power success
6
Q
What are the methods that allow users to connect their data
A
Connectors, APIs, Mulesoft
7
Q
What is a connector and what do they do?
A
Data Cloud connectors make the process of integrating data from common sources fast and easy w/o needing to rely on a data integration team
8
Q
What are Ingestion APIs and what do they do
A
Data Cloud gives users the ability to connect data from any source with its Ingestion APIs. Streaming APIs can be used to send real time event information from website or mobile app. Uses a fire and forget pattern to synchronize micro batches of updates between source systems and Data Cloud in near real time. Data is processed approximately every 15 minutes
9
Q
What is Mulesoft and what does it do?
A
Mulesoft Anypoint platform contains dozens of pre configured connectors for common platforms to easily and quickly transfer data from systems outside of Salesforce Data Cloud
10
Q
what is the customer 360 data model?
A
The customer 360 data model is the standard data cloud data model that helps with the interoperability of data across the applications - reduces complexity by providing a standardized data interoperability guideline
11
Q
what is a DMO and how is it created
A
A DMO is a Data Model Object and it is created when data ingested into data cloud is mapped to objects based on the customer 360 data model. This results in normalized entity within the customer data model.
12
Q
what is identity resolution in Data Cloud?
A
Identity Resolution is the process of identifying and linking all the different data records that refer to the same real world object or entity.
13
Q
What is householding in Data Cloud?
A
Data cloud has the ability to group together individuals that are likely members of the same household, family, or other groups. This can be done by analyzing data such as addresses, phone numbers, or other identifying information
14
Q
What is a data cloud use case for the customer service industry?
A
Better solve a customer’s case by accessing a customer’s real time unified profile with information about past service interruptions , marketing engagements, and even loyalty or lifetime value scores
15
Q
What is a data cloud use case for the Sales industry
A
Drive better informed sales conversations by leveraging customer’s unified profile, engagement data, we browsing, email opens, help id what conversation to have with the customer next
16
Q
What is a data cloud use case for Marketing Industry
A
Sending super personalized communications across web, email by leveraging the customer’s unified profile
17
Q
What is a data cloud use case for the commerce industry
A
inform automatic, personalized experiences like tailoring prices and promotions, and product recommendation using real time unified profiles
18
Q
What is a data cloud use case for the analytics industry
A
Use Tableau across the vast scale of real time data to better understand the why behind customers’ actions and share across teams to use insights or to better inform future targeting efforts and inject some magic into analytics
19
Q
What is considered “using the right data”
A
Using the right data means using first party data
20
Q
what are data ethics
A
Data ethics are moral guidelines that govern the gathering, protection, use, and sharing of data and how it affects individuals
21
Q
What are principles for Data Ethics
A
- Use and collect individual information appropriately: give customers control of their preferences and hold organizations accountable for honoring those preferences
- Provide clear exchange of value for data: Ensure customers receive clear benefits in exchange for their data
3.Treat sensitive data clearly: Sensitive data can include: protected status, race, health, veteran status, gender identity, sexual orientation, religion, ethnicity, citizenship, and political affiliation - Collect and use only what is necessary: if it is not going to be used then do to collect it
- Choose partners carefully: If data is going to be shared with third party advertisers, be intentional about selecting partners and understanding the chain of custody for the data
22
Q
What is the Data Cloud built on top of?
A
Data Cloud is built on top of the Salesforce Platform combining: Core Salesforce org capabilities, Data Lake stores ingested data and performs transformations, as well as API and productized integrations with other Salesforce products
23
Q
When does it make sense to provision data cloud inside of an org currently used by a business
A
It makes sense to provision data inside of a Salesforce org used by a business when: the customer has a single line of business, customer data is housed in a single salesforce org, primary use cases require OOTB Data Cloud LWCs and search capabilities for service agents
24
Q
When does it make sense to house data cloud in a new Home Org
A
It makes sense to use a new home org for a Salesforce org when multiple customer exist, highly complex enterprise architecture exists, the data cloud administration users are different from the Salesforce admin users, the existing data org is highly customized
25
What are the initial setup process for Data Cloud
1. Setup your Data Cloud account
2. Configure additional users by creating profiles
3. Set up connectors to connect data sources
26
What are the four Data Cloud Permission Sets
1. Data Cloud Platform Admin
2. Data Cloud Platform Data Aware Specialist
3. Data Cloud Platform Marketing Manager
4. Data Cloud Platform Marketing Specialist
27
What permissions are included in the Data Cloud Platform Admin permission set?
The Data Cloud Platform Admin was responsible for the setup of the application, user provisioning, and assigning permission sets within the system - this role has access to the Salesforce Sales Cloud and Salesforce Service Cloud as well as other integrated systems within the core cloud platform
28
What permissions are included in the Data Cloud Platform Data Aware Specialist
Data Cloud Data Aware specialist permission set manages permissions related to creating data streams, mapping data to the data model, creating identity resolution rulesets fir unified profiles, and creating calculated insights
29
What is included in the Data Cloud Marketing Manager Permission set
Permissions related to the overall segmentation strategy, including creating activation targets, activations, and the Data Cloud Marketing Specilaist permission set
30
What is included in the Data Cloud Platform Marketing Specialist Permission Set
Responsible for creating segments in Data Cloud
31
What are the different ingestion patterns that Data Cloud Connectors can have
Batch - CRM connector, Marketing Cloud can ingest and updates hourly so would follow the batch pattern
Near Real Time - Ingestion API processers small micro batches of records every 15 minutes so could be considered near real time
Real Time - Web and Mobile connectors can process engagement data every 2 minutes so would be a real time ingestion pattern
32
Which Permission Set manages the overall segmentation strategy and identifies the target campaigns?
A. IT manager
B. Marketing Manager
C. Data Aware Specialist
D. Marketing Specialist
B. The Marketing Manager Permission set manages the overall segmentation strategy and identifies the target campaigns
33
Which tab in the navigation manages the data coming into Data Cloud?
A. Segments
B. Data Streams
C. Activation
D. Data Model
B. Data Streams tab manages the data coming into Data Cloud
34
What must the first Admin user do first when setting up users in Data Cloud?
A. Assign permission sets
B. Setup each user as an admin
C. Create profiles for each user
D. Configure Data Sources
C. Create profiles for each user role
35
Which of the following reflects the correct order of the Data Cloud Setup process flow?
A. Configure Admin user, provision and complete Data Cloud setup, configure additional users & permissions, and connect to relevant Salesforce Clouds
B. Connect to relevant Salesforce Clouds, provision and complete Data Cloud setup, configure Admin user, and configure additional users and permissions
C. Provision and complete Data Cloud setup, connect to relevant Salesforce Clouds, and configure Admin user
D. Configure additional users and permissions, configure Admin user, provision and complete Data Cloud setup, and Connect to relevant Salesforce Clouds
A. Configure Admin user, provision and complete Data Cloud setup, configure additional users & permissions, and connect to relevant Salesforce Clouds
36
Which connection can a Data Aware Specialist setup to ingest data from without needing the Admin to explicitly setup the connection?
A. Google Cloud Storage
B. B2C Commerce
C. Amazon S3
D. Salesforce CRM
C. Amazon S3
37
When using the GCS Connector, how frequently is data from Google Cloud Storage synchronized with Data Cloud?
A. Every 15 minutes
B. Every 1 hour
C. Every 12 hours
D. Every 24 hours
B. Every hour
38
What two scenarios would you recommend when provisioning Data Cloud in an existing CRM Data Org?
A. Existing CRM Data Org has been highly customized
B. Customer Data is housed in a single Salesforce Org
C. Customer is using Loyalty Management and Promotions
D. Customer has a need to connect multiple CRM orgs
B. Customer Data is housed in a single Salesforce org
C. Customer is using Loyalty Management and Promotions
39
Which permission set is required to setup an External Activation Platform?
A. Data Cloud Platform Admin
B. Data Cloud Data Aware Specialist
C. Data Cloud Marketing Manager
D. Data Cloud Marketing Specialist
A. Data Cloud Platform Admin
40
What is normalized data
Normalized data is divided into multiple tables, with established relationships to reduce redundancy and inconsistency
41
What is denormalized data
Denormalized data is combined into a single table to make data retrieval faster - the rows contain relational data as column attributes, this is commonly known as spreadsheet view
42
What is the order of steps to configure a data source into Data Cloud
Step 1 Select the data source
Step 2 Select the data source object
Step 3 Define the data sources properties
Step 4 Confirm the data source object schema
Step 5 Apply the necessary row level transformations
Step 6 Configure Updates to the Data Source Object
43
When do you have the opportunity to use the connectors that were setup during the set-up process
In the New Data Stream page you have the opportunity to use those connections as well as potential new additional options. For all connections not configured in Data Cloud such as Amazon S3 you may have to specify authorization credentials
44
For Data Sources configured via connectors, how are you able to select the Data Source object
For Data Sources connected via connectors, you are presented with a dialog box to select a specific object
45
When configuring a new S3 Data Stream, when can the directory attribute be left blank
The directory attribute can be left blank if the Data Stream file is located in the root directory of the s3 bucket
46
What compression standards can be used for Data Stream files?
Data Stream files can be compressed with Zip and GZ compression standards
47
What are the two key fields when defining the data stream properties
the source name and category are the two key fields when defining data stream properties
48
What should you keep in mind when providing a name during configuration of a data stream
Choose a name that identifies the source system where the data originated, for example POS Terminal or eCommerce Store
49
What are the three options when specifying a category during a data stream's configuration
Profile Data, Engagement data, and other data
50
When should the profile category be used for data sources
Use the profile data category for data sources that provide information about individuals with their identifiers, demographic information and profile attributes, as well as contact points such as email and phone number
51
When should the Engagement Data Category be used for data sources
The Engagement Category should be used for data sources that provide time-series data points, these could include customer transactions, engagement activities, and web browsing history
52
How to avoid duplicate records in data cloud and to ensure that the events are associated with the actual DateTime they happened with
To prevent duplicating records within Data Cloud and to ensure that events are associated with the DateTime when they took place, it is important to specify the field within the data source that contains Immutable Values
53
When should the other data category be used?
The other data category should be used for all other data sources that do not fit in the engagement or profile categories - like engagement data with mutable fields, or data about products, store locations, etc
54
How are suggested data types created in Data Cloud?
Once a data source is created, the Data Cloud Platform evaluates the data set and presents a list of fields with their suggested data types for the Data Source Object (DSO)
55
What are the data types supported in Data Cloud
Data cloud supports Text, Number, Date, and DateTime data types
56
Text Data Type description
Stores any kind of text data. It can contain both single-byte and multibyte characters that the locale supports. Zero length strings (“”) and no value are treated as empty strings.
57
Number Data Type description
Stores numbers with a fixed scale of 18 and precision of 38. Scale represents the number of fractional digits. Precision represents the count of digits, regardless of the location of the decimal point.
If the data record has a number that’s out of range or a non-numerical value, the value is null.
58
Date Data Type description
Holds the calendar date without a time part or time zone.
Example: yyyy-MM-dd
59
DateTime Data Type description
Stores an instant in time expressed as a calendar date and time of day. A valid datetime must include the time part and time zone. If they’re not included, it’s inferred as 00:00:00 UTC.
60
What is a Primary Key in Data Cloud
This value uniquely identifies a given record within the data set and establishes whether a new record from the data source should be added to the DSO or if an existing one should be updated
61
What is a record modified field
This attribute acts as a reference point when the system is deciding whether to update the record continuously calibrating the latest version of the record. it is also useful when data might be received out of order, helping prevent overwriting of the information with the older version
62
What is a Organization Unit Identifier
If your data set includes an attribute that provides a reference to an organization unit, such as Marketing Cloud business unit ID (MID), you can specify that attribute in the Organization Unit Identifier configuration field of the data stream
63
What is a header label
References the raw source data; cross referencing to Data Cloud and source data
64
What is a Field Label
Displays editable values within the Data Cloud user interface
65
What is a Field API name
References the field when you need to interact with the object via API
66
What is a composite key
The value that is produced by combining values from more than one field together
67
With a formula field, how can you reference a field from a different record than the one being evaluated
For any given record processed the formula context only enables access to the fields of that single record - no other records from the same data stream or other objects already configured in Data Cloud can be exposed to the formula execution context
68
When are some times to create a formula field at the time of ingestion
Primary Keys and Missing Attributes
Normalization
Standardization
69
If source data is missing a primary key, or a composite key is needed, what is the solution to create those attributes needed for ingestion
To create attributes needed for the ingestion or mapping of source data, consider using functions like CONCAT() or NOW() in a formula field
70
Why can the UUID() function not be used as a means to generate a primary key value in a majority of use cases?
UUID cannot be used as a means to generate a primary key value in a majority of use cases because as a formula field function it produces a new value every time the record is processed. This means that instead of upsert the platform performs an insert, adding a duplicate record in data cloud
71
What is the value that is produced by combining values from more than one field together
Composite Key
72
What is used to create attributes needed for the ingestion and mapping of source data
Primary Key and Missing Attributes
73
What is used to simplify segmentation and enhance usability by bucketing or grouping source data values
Normalization
74
What is the process used to ensure consistent, clean data values and formatting for segmentation and activation
Standardization
75
What are the available options when selecting the refresh mode in the Data Source Object
A data stream can be scheduled to refresh hourly, daily, weekly, or monthly, but can also be configured with a none option
76
When configuring a data stream for an Amazon S3 data source, what additional settings are available on the last step of the configuration
Authentication Details, Schedule, and Aggregate Node
77
After files have been retrieved from an Amazon S3 data source, how can you track which files have been picked up and not picked up, and then pull only the new files accordingly
By selecting the Refresh only new files checkbox when configuring updates to a data stream
78
When configuring an update to an Amazon S3 data stream how do you provide an alert if no files are located in the directory?
You can cause an alert if files are not found in the directory by selecting the checkbox "Log an Error if no file is found".
This might be enabled for data streams that are important and where you would want to be informed if the data was unavailable for some reason and the data was expected to be on a defined schedule.
79
While configuring an update to an Amazon S3 data source, if the initial file used during setup had headers but future files will not, how can you accommodate this
Enable headerless file retrieval, do note it is expected in such scenarios the order of the data columns do not change over time
80
When dealing with an Amazon S3 dataset, how do you retrieve a file immediately upon saving the dataset instead of waiting for the first scheduled run
Following the frequency setting, an additional checkbox "Run Initial Refresh Immediately" ensures the file is retrieved immediately upon saving the data instead of waiting for the first scheduled run. This is similar to the refresh now button on the data stream record home page
81
What is a good resource to use when troubleshooting data ingestion problems
Refresh History
82
What is a data stream refresh setting when data set contains only new or newly updated records
Upsert
83
How to clear the table and replace the existing records with new records
Full refresh
84
How to instruct a file to be retrieved immediately upon saving the data stream
Refresh initial file immediately
85
How to enable the platform to combine files for optimized processing
Aggregate Mode
86
What are the three ways Salesforce CRM connector enables the ingestion of data
Starter Data Bundles, Direct Object Ingestion, and Data Kits
87
What do The Starter Bundles provide access to
Provide access to sales, service, and loyalty data by enabling highly personalized messaging experiences for specific customer segments
88
What does the Sales Cloud Bundle provide access to
Installs data streams for the account, contact, and lead objects
89
What are you bale to accomplish from the Schema Review dialog box when configuring a new data starter bundle
enables the selection or de selection of the fields for each respective object allowing the update of Field Label and Field API Name while preventing any modifications to the field type
90
Which objects are installed with the Service Cloud Bundle
Account, Case, Contact
91
Where are you allowed to select/deselect Account fields and update the Field Label and Field API Name for a Data Stream?
On the Account Schema Review Dialog page
92
What does the Salesforce Data Cloud Segmentation Engine allow users to do
1. Query all data in the system
2. create granular segments of customers, 3. and understand the data composition
93
How can marketers use immediate population results?
Marketers can automatically use attributes from Sales Cloud, Service Cloud, Commerce Cloud, Loyalty Cloud, Enterprise Resource Planning, and modeled data to get immediate population results
94
How can activation be accomplished easily
Activation is as easy as clicking a button to send segment data along for activation in messaging, advertising, personalization, and analytics systems
95
How can breaking down data be accomplished?
Use segmentation to break down your data into useful segments to understand, target, and analyze your customers. Create segments on any entities from your data model and then publish them on a chosen schedule or as needed
96
How to get immediate segment populations?
Run unlimited queries and get immediate segment populations, this unlocks the ability to test and learn
97
Does activation require SQL coding to send segment data?
No, activation does not require SQL coding and is as easy as clicking a button to send segment data along for activation in messaging, advertising, personalization, and analytics systems
98
Do users use Einstein-calculated attributes to add modeled data
Yes, users use Einstein calculated attributes to add modeled data
99
Can publishing the segments can only be performed on a schedule?
No, segments do not have to be published on a schedule
100
What is the purpose of segmentation
Segmentation creates segments to understand, target, and analyze customers
101
How can users query data in the segment
The segmentation engine lets users query data in the system
102
What are some use cases for segmentation
1. Basic Email Engagement - find Unified Individuals with at least 3 emails opened with the last 30 days
2. Exclusion of recent purchasers - find unified individuals who have not purchased in the last 90 days
3. Date Bound Purchase Aggregation - Find Unified with at least $1,000 in purchases in the last year
4. Data Lineage like Point of Sale Purchases - look for customers with $500 purchases last year from Point of Sale (not online)
5. Alternate Channel Engagement - Find Unified Individuals who are active on the mobile channel but not in the last 2 months
6. New Loyal Customers - find loyal customers who made a recent purchase without Urgent Service Cases
7. Find Highly Engaged Individuals - Find highly engaged individuals with large purchase sums. Filter for individuals with a high engagement rate who have made at least 5 purchases over $500
8. Seasonal Spenders - opens by subject line and total purchases by month - filter for seasonal spenders who opened an email with the subject line of Holiday Flash sale and made purchases more than 1000 in December
-
103
How are Segments created
Segments are created by completing the fields in the new segment window and specifying your criteria in the Segmentation Canvas
104
What is the segment target
the segment target defines the target entity used to build your segment. You can choose any entity marked as profile during ingestion.
105
During segmentation, what determines which attributes are available in the attitude library that you can use as segmentation filters
The chosen entity target will determine which attributes are available
106
What segmentation target needs to be selected to take advantage of identity resolution
The Unified Individual entity needs to be selected as segmentation target to take advantage of identity resolution
107
what determines how often a segment should re filter for individuals that meet the criteria and notify activations targets that a refreshed segment is available
The publishing schedule will determine how often a segment refilters
108
what is the use case for the segment canvas in Salesforce Data Cloud
On the Segment Canvas in Data Cloud, use direct and related attributes to narrow down a created segment to your target audience
109
Where can you see the direct (1:1) and related (1:Many) segmented target data that has been mapped into the Data Cloud Data Model and marked for use in segmentation
To see the direct and related segmented target data use the Attribute Library in the Segmentation Canvas
110
What does Rule Builder allow you to do?
1. Build features to define your target audience using your 1:1 and 1:Many data and features like on-the-fly aggregates, filter frequency, relative data expressions, and nested operators
2. Use Calculated Insights that have been created in your segment criteria.
111
How can you create relationships between your related attributes
Containers allow you to create relationships between your related attributes
112
How do you request a count of the segment targets that are in your segment
Count Segment allows you to request a count of the segment targets that are in your segment, based on your current data ingested and defined segment filters
113
How to see the individual level details on the records within a specific segment
The segment count shows the overall count of members who fall in a specific segment. To see the individual level details on the records within a specific segment, it needs to be published and activated
114
How to ensure that your segment is available in activation targets like Marketing Cloud or an Amazon S3 bucket
Publishing your segment in either a scheduled or an ad hoc fashion will allow a segmentation to be available in activation targets such as S3 or Marketing Cloud
115
True or false: Segments do not publish by default
True
116
True or False: You should never use the Unified Individual entity as as segment target
False
117
True or False: Attribute Library contains data that has been mapped and marked for segmentation
True
118
True or False: The rule builder defines your target audience using only 1:1 data
False
119
True or false: Count segment can be used to see which individual level record details are in a segment
False
120
True or false: Count segment can be used to see which individual record details are in a segment
False
121
True or False: Segments are always published on a schedule
False
122
What details can be seen on the segments home page?
Status, population, last publish time, and other relevant details
123
How to edit the name, description, or publishing schedule of a segment?
Edit segment properties
124
What is possible with the copy segment feature?
Allows you to copy an existing segment which populates the new segment with the same filters and customizations
125
Can a segment be deleted/
If a segment is no longer needed it can be deleted, this segment deletion applies to all chosen targets
126
What happens when a segment is inactivated?
If a segment is no longer needed it can be deactivated through data cloud and applies to all chosen targets. AN inactive segment no longer publishes and cannot be chosen for activation or re enabled
127
How can you create exclusions in a segment that allow you to exclude members from being in a segment?
The segmentation canvas allows you to access and create exclusion filters that will exclude members from a segment
128
How can segmentation be used to focus on data driven marketing initiatives and campaigns
Marketers can be empowered to focus on data driven marketing initiatives and campaigns by integrating computed attributes between segmentation and analytics
129
How to compare the impact of different Identity Resolution rulesets the same entity
Segmenting population counts allows you to compare the impact of different Identity Resolution rulesets fir the same entity
129
What does enabling value suggestion on an attribute allow for?
Enabling Value Suggestions on mapped text attributes allow you to search data values along with type ahead functionality to surface ingested values for your attributes
129
How many value suggestions can be enabled for the entire org?
Only 500 value suggestions can be enabled for the entire org and can only be enabled on text attributes
130
What is the definition of the Calculated Insights in Segmentation feature
Opens up more complex and targeted use cases
131
What is the definition for Identity Resolution in Segmentation Use Case
Allows you to compare the impact of rule sets on segment population counts
132
What is the definition of Value Suggestion feature in Segmentation
When enabled, auto populates a list of distinct value options for the associated attribute
133
True or False, segments can be reused in another segment?
True
134
What is the benefit of being able to reuse segments in another segment
1. Simplify creation for common elements
2. Encapsulate the segment for reuse, which is efficient and allows for organizational consistency
135
When a segment is published, where is information about members of the segment kept?
When publishing your segment, a segment membership data model is automatically created to store information about the members of the segment
136
While checking membership data on a segment, what can you do
1. Check the test data in the segment you created to ensure that membership data is correct
2. Obtain deeper insights on the member composition of your segments
3. Identify which profiles have entered and exited a segment over specific periods of time
4. see segment membership as a related attribute when querying one or more specific profiles
137
What are the three ways you can interact with membership data
1. View the data in Data Explorer
2. Interact with the data in Tableau to find insights in a business dashboard
3. Query the segment membership DMO using SQL
138
How can you view details on Segment Membership and who all are in a specific Segment?
A. View the Segment Membership DMO data via Data Explorer
B. Download the Segment Membership data via the Download feature
C. It is not possible to see details on Segment Membership
D. Open the Segmentation Canvas and see details on who is in a specific Segment
A. View the Segment Membership DMO data via Data Explorer
139
For Customers who want to "Set it and Forget it" for ongoing campaigns, what are the two automated publish schedule options on a segment
A. Every 8 hours
B. Every 24 hours
C. Every 4 hours
D. Every 1 hour
E. Every 12 hours
Every 12 hours and Every 24 hours
140
Which of these two statements are true for Value Segmentations?
A. A Value with more than 15 characters is not available
B. Only text attributes can be enabled
C. Attribute Values are displayed in date order with the most recent displaying first
D. "Enable Value Suggestion" needs to be turned on for the attribute
Only text attributes can be enabled
Enable Value suggestions must be turned on for the attribute
141
Which attributes in the Attribute Library have a 1:Many relationship with the segment target?
A. Direct Attributes
B. Related Attributes
C. Profile Attributes
D. Engagement Attributes
Related Attributes have a 1:Many relationship with the segment target
142
Attributes with which data type support Value Suggestion?
A. Text
B. All Types
C. Date
D. Number
A. text
143
Which type of Insight can be used in Segmentation?
A. Streaming Insight
B. Calculated Insight
C. Commerce Insight
B. Calculated Insight
144
How many attributes can be enabled for Value Suggestion?
A. 500
B. 50
C. No Limit
D. 100
A. 500
145
Which entity type(s) can be used to “Segment On” in Segmentation?
A. Engagement
B. Profile and Engagement and Other
C. Profile and Engagement
D. Profile Only
D. Profile Only
146
If you want to use the same criteria in multiple segments, which feature would you recommend?
A. Segment Exclusions
B. Segmentation API
C. Nested Insights
D. Segment Membership DMO
C. Nested Segments
147
Which step in a segment configuration determines the attributes that show up in the Attribute Library?
A. Segment On
B. Publish Schedule
C. Containers
D. Population
A. Segment On
148
Which one of these options would likely be an attribute?
a. Greater Than X
B. Equal To
C. Purchase Order Date
D. Last Number of Days
C. Purchase Order Date
149
How can you act on data in data cloud to create a rich experience?
Segment Activation, which materializes and publishes your segment to activation platforms
Data Actions, which act on your streaming data and insights to trigger actions based on certain conditions which can enable downstream systems to drive an action or orchestration
150
what is the difference between Segment Activations and Data Actions
Segment Activations are Batch Activations whereas Data Activations act on real time streaming data
151
What is the activation process
Activation is the process that materializes and publishes your segment to activation platforms
152
Describe the steps in the Activation process
Step 1: Choose Activation Targets
Step 2: Create an Activation on a segment
Step 3: Select Activation Membership
Step 4: Select Contact Points
Step 5: Add Additional Attributes
Step 6: Publish the segment
153
What platforms can you create an activation target to
Cloud File Storage Activation Target
Marketing Cloud Activation Target
Data Cloud Activation Target
External Activation Platform Activation Target
154
What is the purpose of creating a Cloud Storage Activation target
Cloud Storage Activation Target allows you to publish segments from data cloud to Amazon S3, before doing so you need to conform the access key and secret key
155
What happens after segments are published from data cloud to marketing cloud
After you create and activates segments to marketing cloud they show up in contact builder as a shared sendable data extension. A data cloud segments subfolder is automatically created when you publish your first activation
156
Why would you activate segments to the data cloud?
Activating Segments to the Data Cloud alows Salesforce Core apps and non Core apps to query for segment membership, Calculated Insights, and attributes through connect API or Query API
157
What does publishing a segment to the External Activation Platform Target allow for?
External Platform Activation Target lets you create and define activation platform metadata that can be packaged and listed on the app exchange. In addition you can directly activate to Google and Meta which lets you activate personalized advertising at scale using native integrations
158
What do Data Actions allow for?
Data Actions allow you to act on your streaming data and streaming insights. Streaming data could include data from your web and mobile SDK connector or Marketing Cloud Personalization Connector
159
What is a prerequisite for using a data action
To use a data action, you must first create a Data Action target or location to send your results
160
What are the supported data action targets
Salesforce Platform Event, Webhook, or Marketing Cloud
161
What does Activation Membership allow for when creating an activation for a segment?
Activation Membership can either be the entity that was segmented on, or it can be the entities with a 1:M relationship with the segmented on entity, in essence it allows you to specify a different object for your activation membership other than what is segmented on
(this allows you to add fields from different data model objects than those segment is built on to send to activation target)
162
True or False: By selecting an Activation Membership, you can specify an additional object including what was originally segmented on?
False, can specify an additional object other than the one that was originally segmented on
163
When is it recommended to use segments created on Unified Individual as your Activation Membership?
If you have data from multiple data sources, we recommend using segments created on Unified Individual as your Activation Membership, selecting Individual instead of Unified Individual as your activation membership can result in duplicate entries in your count
164
How many rows are activated for a Unified Individual?
Data Cloud activates one row for a Unified Individual. Each Unified Individual includes an email subscriber key, one contact email address, one contact phone number, one phone country code, and the additional attributes selected when creating the activation.
165
True or False
Selecting Individual instead of Unified Individual as your Activation Membership will always result in a single entry in your count.
False
166
When creating an activation, what does the Contact Point selectiom determine?
The Contact Point selection determines which objects and fields are included in an activation and sent to an activation target
167
When creating an Activation, what does the Source Priority Order determine?
The Source Priority Order determines which contact point value is selected when multiple values are available. For example, the Source Priority Order determines which email or phone is used in an activation for segment members with data from multiple sources
168
Using Attribute Library, which attributes type can be added to an activation?
Attributes of Activation Membership entity
Attributes from entities mapped with a direct relationship to the Activation Membership entity
169
During activation, are you able to add related attributes?
Yes, Data Cloud also allows you to activate one to many related attributes during activation, which unlocks additional use cases
170
When activating on an Individual Object, what are the additional attributes you can include
1. All direct attributes that were mapped from all data streams with the profile category to Individual Object
2. Attributes from a DMO that have a 1:1 relationship between the DMO and Individual
3. Measure of Calculated Insights aggregated for Individual ID
171
When activating in the Unified Individual Object, the additional attributes you can include are?
1. Direct Attributes
2. Calculated Insights aggregated for Individual ID
172
Which Activation Target provides reasons why a profile in a segment is rejected?
A. Amazon Web Services (s3)
B. Marketing Cloud
C. AppExchange
D. Marketing Cloud Personalization
B. Marketing Cloud provides reasons why a profile in a segment was rejected
173
For Marketing Cloud Activation, what does an Individual ID map to?
For Marketing Cloud activation, Individual ID maps to the Subscriber Key on the Sendable DE Relationship.
174
For Unified Profiles with Individuals from multiple source systems, what does Data Cloud default to?
For Unified Profiles with Individuals from multiple source systems, Data Cloud always defers to Individuals originally sourced from Marketing Cloud.
175
For Unified Profiles that have no Individuals sourced from Marketing Cloud, where will new records be introduced?
For Unified Profiles that have no Individuals sourced from Marketing Cloud, new records will be introduced to Marketing Cloud in the Unified Audience Activation.
176
What are some Consent Best practices when using Data Cloud audiences in Journey Builder?
1. Apply Filter Contacts Criteria: When using Journey Builder, consider applying the Filter Contacts criteria to limit who's included in the audience when creating the entry source.
2. Assign a Publication or Suppression List: When configuring an email activity to use on a Data Cloud audience, consider assigning a Publication or Suppression list for more consent management options.
3. Select this Send To Delivery Option: When configuring an email activity to use on a Data Cloud audience, consider assigning a Publication or Suppression list for more consent management options.
4. Use a Multi Step Journey: For push messaging using Data Cloud audiences, use a multi-step journey. You can configure either a Push Notification, Inbox, or In-App Message activity to activate a MobilePush send.
Consent for push messaging is managed in the MobilePush SDK (Software Development Kit).
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True or False: When dealing with Data Cloud Activations, the primary key of the curated DMO is the same field as the primary key of Activate on Entity
True
178
True or False: When dealing with Data Cloud Activations, and a segment is refreshed multiple times in a curated DMO, the same row is updated if the primary key already exists
True
179
True or False: When dealing with Data Cloud Activations, each time you publish a segment to a curated DMO, records are deleted?
False: Each time you publish a segment to a curated DMO, records are added or updated to the DMO based on the primary key. It doesn’t delete existing records from the DMO. The following attributes persist in the curated DMO:
Segment {segmentid}
Segment {segmentid} Name
Segment Last Processed
180
What data points can be activated in Calculated Insights when activating a segment?
A. Metrics
B. Dimensions
C. Metrics and Dimensions
A. Only metrics
181
A customer is interested in updating the CRM Contact lead based on streaming Data that’s coming to Data Cloud. What feature would you recommend?
A. Data Actions
B. Activate to CRM
C. Leverage the CRM connector
A. Data Actions
182
Select the correct option below to complete this sentence.
Activation Membership expands the possibility of activating the profile entities that have a _______ relationship with the Segmented On entity.
A. Many to 1
B. 1 to Many
C. 1:2
D. 1:1
B. 1 to Many
183
When are Activation Targets created?
A. Before setting up an activation
B. Before creating a segment
C. After setting up an Activation
D. After publishing a segment?
A. Before setting up an activation
184
When activating on Unified Individual to Marketing Cloud, which three attributes are automatically included?
A. Email Subscriber Key
B. Contact Email Address
C. Contact Phone Number
D. Contact Address
E. Contact Id
A. Email Subscriber Key
B. Contact Email Address
C. Contact Phone Number
185
What edition of Salesforce supports External Activation Platform creation?
A. Enterprise Edition
B. Unlimited Edition
C. Namespaced Developer Edition
D. Professional Edition
C. Namespaced Developer Edition
186
In which activation target does Data Cloud also create a separate segment metadata JSON file?
A. Marketing Cloud
B. Loyalty
C. Amazon S3
D. Marleting Cloud Personalization
C. Amazon S3
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Select the best option that completes the statement.
Cloud File Storage Activation Target lets you publish segments...
A. From Data Cloud to Amazon S3
B. Directly from Data Cloud to Marketing Cloud Business Units
C. So Salesforce Core apps can query
A. From Data Cloud to Amazon S3
188
Which two options are available for automated batch publish and activation?
A. 12 Hours
B. 1 Hour
C. 24 Hours
D. 15 minutes
A. 12 hours
B. 24 hours
189
For which Activation Target does Data Cloud not enforce the presence of contact points (email address, phone number)?
A. AWS S3
B. Marketing Cloud
C. AppExchange
D. Cloud File Storage
A. AWS S3
190
How are Calculated Insights added to an Activation?
A. Additional Attribute
B. Activation target
C. Contact Point
D. Activation Membership
A. Additional Attribute
191
What is Metadata?
Metadata is data that describes other data, in Data Cloud metadata relates to the fields, configurations, and code that make up your Data Cloud environment.
192
What is a package?
A package is a container of salesforce objects created with Package Manager. After creating a package, you can deploy it to another org or share it with other Salesforce users
193
Difference between managed package and unmanaged package?
Unmanaged Package: Cannot be upgraded but all of the contents are editable after installation, to replace installed contents with a newer version, uninstall the newer unmanaged package, can be used in any salesforce instance
Managed: Comes with namespaces that make the content unique to the developer
Supports versioning and pushes upgrades for automation, use a managed package type if you plan to list on App Exchange
194
What is a Data Kit
A data kit is a package created within Data Cloud. Data kits allow you to streamline the package creation and installation process. Data Cloud objects, such as metadata and relationships, can be wrapped together with a few easy clicks.
195
What kinds of functionality are packageable in a Standard Salesforce Package as compared to a Data Kit Package
Calculated Insights: Calculated insights are Data Cloud definitions and calculations that aid in segmentation. The SQL components can be included in a standard package.
S3 Data Streams: S3 data streams with associated mapping can be packaged for both standard and custom data models.
Ingestion API Data Streams: Ingestion API data streams with associated mapping can be packaged for both standard and custom data models.
Data Models: Custom data models can be included in a standard package.
196
What kinds of functionality are packageable in a Data Kit Package as compared to a Standard Salesforce Package
Commerce and CRM Data Streams: Both CRM and Commerce Cloud data streams can be packaged within a data kit.
Data Model: If a data stream is added to a data kit, the data models that it’s mapped to are automatically added and auto-populated to prepare for segmentation.
197
What are Packages and Data Kits are typically used for?
Packages and data kits are typically used for configuration testing within the process of application lifecycle management (ALM). ALM is a fast, efficient, and trusted path for building applications using various environments.
198
If an ISV partner wanted to sell their app on Appexchange, how would they package their app?
A. Unmanged
B. Managed
C. Neither
B. Managed
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Identify the three benefits of using Data Kits within a package.
A. Makes recreating the data models between environments unnecessary
B. Streamlines the package creation process
C. Manages metadata needing to package
D. Introduces a lot of duplicated metadata
E. Causes certain functionalities to fail due to the lack of related metadata
A. Makes recreating the data models between environments unnecessary
B. Streamlines the package creation process
C. Manages metadata needing to package
200
How can AWS S3 Data Streams can be packaged with relationships to both standard and custom data models?
By using unmanaged packages AWS S3 data streams can be packaged with relationships to both standard and custom data models
201
If a managed package is used to package an AWS S3 data stream, what types of data models can the data stream have relationships with?
Standard Data Models only
202
What can you do with the Salesforce Metadata API layer?
Create, modify, manage, metadata objects. Parts of Data Cloud configuration are available in the Metadata API
203
Which parts of Data Cloud is Metadata API used in
AWS data streams
Ingestion API data stream
Mobile and Web development streams
Data Lakes
Data Models
204
What does Workflow Orchestration enable Data Cloud Admins to do?
Workflow Orchestration enables Data Cloud Admins to define more granular, connected workflows with more flexible execution schedules
205
How can you chain together Data Cloud workflows such as ingestion, CI, IR, segments, and activation
Salesforce Flow builder allows you to chain together Data Cloud workflows such as ingestion, CI, IR, segments, and activation
206
What are some Available Flow Actions
1. Data Ingestion for CRM data stream
2. Data Ingestion for S3 data stream
3. Publish Calculated Insight
4. Trigger Identity Resolution Job
5. Publish segments, materialize segments, and activate
207
Which Data Cloud objects are currently supported in Flow Builder?
1. Identity Resolution
2. Calculated Insights
3. Data Streams
4. Segments
5. Activations
208
What are two kinds of ways to use Metadata API
1. Deploy and Retrieve
2. Source Pull and Push
209
What is Deploy and Retrieve method of using Metadata API best used for
Deploy and Retrieve: This method is best for finalizing changes and moving the entire metadata structure, like when you're ready to apply tested customizations to your live Salesforce organization.
210
What is Source Pull and Push method of using Metadata API best used for
These commands are more developer-friendly and are better suited for making smaller changes during the development process. They only move the parts of metadata that have changed, not everything.
211
When it comes to reporting and analytics with reports and dashboards there are two flavors, what are they
1. Analytics Reports and Dashboards on top of Data Cloud Data
2. Administrator Reports and Dashboards on top of Data Cloud configuration
212
How can you analyze the data in Data Cloud?
Data In Data Cloud is primarily analyzed using tools such as Tableau, CRM Analytics, and Marketing Intelligence
Important to note that the data in Data Cloud lives in Data Lake so at this point it is not possible to use the Standard Reports and Dashboards in CRM on top of this
213
How cam you visualize your use of Data Cloud?
Data Cloud exposes several objects that are used to create Reports and Dashboards. This allows you to visualize your use of Data Cloud by building reports and dashboards
214
What is Lightning Report Builder used for?
Lightning report builder is a powerful and intuitive tool for analyzing your Salesforce data. Group, filter, and summarize records to answer business questions.
215
What objects are currently supported in Lightning Report Builder
The following objects are currently supported in Lightning Report Builder.
Data Stream
Segment
Activation Target
Identity Resolution
216
How can you provide a visual overview of your data and to make it easier to understand the data in the report
For a visual overview of your data, add a report chart to give users a visual way to understand the data in your report, lightning charts are also added to various parts of the customizable Lightning UI
217
How can you create a report on a Data Cloud Object?
To create a report on a Data Cloud object, you need to configure a custom report type, once the custom report type is created, it will become available in the Lightning Report Builder
218
What can admins use to customize and organize their Data Cloud Unified Individual Record Pages to quickly surface insights most relevant to their teams
By using Lightning App Builder
219
How do you customize the Profile Explorer Record Page
Profile Explorer Record Page within Data Cloud can now be customized with App Builder, each unified individual has one page for customization, viewable by all user groups
At this point a key consideration is that the page customization is org wide and all users in the org will see the same layout
220
What components are available for use in the Profile Explorer Record Page
Data Cloud Detail Panel
Data Cloud Highlights Panel
Data Cloud Profile Related Records
Data Cloud Profile Engagements
Data Cloud Profile Insights
221
In the CRM Org where Data Cloud is provisioned, what Data Cloud components can be used on the Contact Record Page
The Contact Record page within Data Cloud can now be customized with the following components
Data Cloud Profile Engagements
Data Cloud Profile Insights
Data Cloud Profile Related Records
222
Which Data Cloud Objects currently support sharing rules
Data Streams
Calculated Insights
Segments
Activations
Activation Targets
223
What are the bundles that allow you to connect each source system and retrieve the most commonly used data with clicks and not code
Marketing Cloud Email Studio
MobileConnect
MobilePush
Marketing Cloud Data Extensions
Salesforce CRM
Marketing Cloud Personalization
Common Cloud Storage Providers
Commerce Cloud
224
What does the Customer 360 Data Model specifically help with?
Customer 360 Data Model is the standard Data Cloud model that helps with the interoperability of data across applications. The Customer 360 Data Model reduces the complexities of integrating data across cloud applications by providing standardized data interoperability guidelines.
225
What is identity matching?
A key component of Identity Resolution is the concept of matching. When it comes to methods used to identify an individual, Data Cloud uses both deterministic (exact) matching, like matching email addresses or names, or probabilistic (fuzzy) matching which uses machine learning and statistics to identify similar records with a high degree of probability of being matched.
226
What is Identity Reconciliation?
When two or more identities are matched, Identity Reconciliation dictates the rules by which duplicate attributes are chosen to represent the Unified Individual. Data Cloud allows you to customize these rules to make sure you are referencing the right attributes about each individual.
227
What is a Unified Profile
A Unified Profile is the product of Identity Resolution, it is a complete and consistent view of a customer or entity that combines data from multiple sources.
228
What are the different ways insights can be gained?
Calculated Insights
Streaming Insights
Tableau Integration
Dataorama Integration
Data Provisioning
229
How is the native Tableau Integration relevant to Data Cloud?
A native integration with Tableau enriches business intelligence (BI) for driving deeper insights using the unified profile. In addition the Java Database Connectivity driver allows for a connection to Data Cloud ANSI SQL API. This connection lets developers use their favorite BI tools to access and retrieve data.
230
What is the impact of segmentation and activation?
1. Ability to query data - At the heart of Data Cloud is its segmentation engine which gives businesses the ability to query all of the data in the system, create granular segments of customers, and understand their composition.
2. Attributes from other systems - Automatically use attributes from sales, service, commerce, loyalty, enterprise resource planning, and modeled data in an easy to use declarative interface and get immediate population results
3. Easy Activations - Activation is as easy as clicking a button, to send segment data along for activation in messaging, advertising, population, and analytics systems
231
What are the core pillars of Data Cloud capabilities?
Connect, Harmonize, Unify, Analyze and Predict, and Act
232
What does it mean to build a trust-based, first-party data asset?
Provide transparency and security for data gathered from individuals who provide consent for its use and receive value in exchange
233
What are some valid use cases for Data Cloud's capabilities? Choose three
A. Gain insights on data streams in real time and trigger follow up actions
B. Build complex segments of unified individuals with related data from multiple performs
C. Design, deploy, and deliver campaigns to any region with true 1:1 content recommendations
D. Aggregate data from multiple systems to understand a customer's true lifetime value across multiple accounts and devices
E. Build simple segments of hierarchical identities with disparate data from one legacy system
A. Gain insights on data streams in real time and trigger follow up actions
B. Build complex segments of unified individuals with related data from multiple performs
D. Aggregate data from multiple systems to understand a customer's true lifetime value across multiple accounts and devices
234
Which of these is a key differentiator of Salesforce Data Cloud
A. User-friendly interface and built on Lightning
B. Uses the Customer 360 Data Model
C. Replaces the need to manage data anywhere else in your organization
D. Integrates easily with Salesforce products and AppExchange
E. Focuses primarily on the financial services industry data
A. User-friendly interface and built on Lightning
B. Use the Customer 360 Data Model
D. Integrates easily with Salesforce products and AppExchange
235
What does "Connect" mean as a capability?
Synchronize data from external data sources and transform data when needed
236
Which statements are true of Data Cloud platform functionality? Choose three
A. Data from Salesforce, legacy systems, web and app data, and data lakes can be brought into Data Cloud
B. Data is only ingested in batches
C. Data is transformed, cleaned, and harmonized into the standard data model
D. Data storage has a maximum threshold
E. Data can be activated in Marketing Cloud Engagement, Advertising, Personalization, and Intelligence
A. Data from Salesforce, legacy systems, web and app data, and data lakes can be brought into Data Cloud
C. Data is transformed, cleaned, and harmonized into the standard data model
E. Data can be activated in Marketing Cloud Engagement, Advertising, Personalization, and Intelligence
237
What does "Unify" mean as a capability of Data Cloud?
Connect, match, and resolve customer data
238
What are data ethics? Choose two
A. Moral guidelines about the gathering, protection, use, and sharing of data and how it affects individuals
B. Something companies need to follow to avoid getting into trouble
C. A way for companies to build trust and transparency with their customers and data
D. Laws that prevent certain types of data from being processed or stored
A. Moral guidelines about the gathering, protection, use, and sharing of data and how it affects individuals
C. A way for companies to build trust and transparency with their customers and data
239
True or false:
It’s ethical to store any kind of information about a user with or without their consent, even if there’s no need for it and they receive no value in exchange.
False
240
What does Data Cloud have pre built connectors to?
1. Salesforce Clouds such as CRM, Marketing Cloud, B2C Commerce, and Marketing Cloud Personalization
2. External sources, such as external file storage (Google Cloud Storage, Amazon S3)
3. API and mobile connectors such as Ingestion API, and Mobile SDK
241
What does the Salesforce CRM connector enable access to?
Salesforce CRM connector enables access to Salesforce CRM data including but not limited to Sales Cloud, Service Cloud, B2B commerce, and Loyalty Management
242
What kind of org types does the Salesforce CRM Connector support connections to?
Home Org:
This is the org where it is installed, if the customer is using this org for Sales Cloud, Service Cloud, or Loyalty Management, they can use the connector to ingest data from within the home org
External Orgs:
These CRM orgs are external to the org where it is installed. Customers may connect to any production external orgs, including other orgs where it may be installed
Sandbox Orgs:
There are sandbox orgs that are external to the org where it is installed. Customers may connect to any sandbox external org
243
How is the process for setting up Amazon S3 connections different than other connectors?
The process for setting up S3 connections is different than other connectors because rather than having an administrator configure the connector within Data Cloud's setup, Amazon S3 connections for data ingestion are configured individually at the data stream level, this means that a singe Data Cloud account can connect to multiple S3 buckets if needed.
244
What is a Data Source Object
An object that underpins the data stream
245
What is a Data Model Object
An entity within the data cloud data model that consolidates data of the same nature from numerous data sources through the data lake objects
246
What is a Data Lake Object
A Data Lake object is a target destination for records from the data streams
247
What is the customer 360 data model
Formerly known as the Cloud Information Model, the Customer 360 Data Model is the foundation of the Data Cloud standard data model
248
What is MDM
MDM or Master Data Management, refers to the system that provides data stewardship and governance across the enterprise
249
What is harmonization?
Harmonization is the process of mapping the ingested data in alignment with the Customer 360 Data Model
250
What type of data model is a Salesforce Customer 360 Data Model?
Salesforce Customer 360 delivers a 360 degree view of customer through a canonical data model to drive integration best practices. Prepares a list of objects, fields, metadata, and relationships to ensure consistency across business processes and applications
251
What are the steps involved in the Data Mapping process
1. Inventory data - create a data dictionary or inventory for each source system to ingested into data cloud
2. Inspect field level data - for each data stream object, inspect the field level data and determine its accuracy. Choose what standard or custom objects they should be mapped to
3. Configure Mapping - If needed extend the data model with custom objects or attributes
4. Configure Relationships - review default relationships between mapped data model objects, update and define these as needed
252
What needs to be determined during the Inspect Field Level Step in the Data Mapping process
1. Identify what data identifies individuals uniquely and ideally across the entire dataset from all sources - this could be a CRM record or MDM ID
2. Identify relationships between records in source data, and establish whether or not all of them contain required primary keys that are unique at the data model object level
253
How does a DMO get its category
A DMO gets its category from the first data source object mapped to it
254
What are the three different ways the data model could be extended
1. From Existing
2. From File
3. New
255
What does it mean to extend the data model "from existing"
When creating a DMO using the "from existing" option, the schema for the new object replicates the schema of the existing object and user is presented with a dialog box to adjust the final schema if needed
256
If a new custom object is being created from file, what is the exact order that the columns need to be in
"Label, DeveloperName, Type, IsPrimaryKey"
257
What are the implications of using the "New" option when creating a new custom object
"New custom DMO" option requires the specification of the object to be developed from scratch and expected to configure all fields by yourself in the UI
258
What is the best approach for creating a new custom DMO when you need to configure a new DMO that replicates the schema in the original data source?
1. From the data stream details screen, open Data Mapping and then navigate to the data model object selection.
2. Choosing the Custom Data Model tab opens a dialog, where you initiate the creation of a new DMO.
259
When is it required to map to the Individual DMO?
Mapping to the Individual DMO is required when the ingested data source has a category of Profile Data as these are supposed to represent actual individuals
260
When is it required to map to a Contact Point Object
It is required to map to at least one Contact Point Object to enable activation and unification processes
261
What is the general guidance for mapping objects in relation to segmentation
Guidance for mapping is to ensure that all objects will be directly or indirectly tied to an entity that will be used in segmentation
262
How can you inspect relationships that exist or do not exist holistically, and not one at a time
Use the Graph View option in the Data Model tab that lets you access the visual representation of the data model
263
What is the order of the four steps involved in Data Modeling
1. Ingest data into data streams
2. Store data streams in data lake objects
3. Map to the data model
4. Validate mapped data to the dmos
264
What is the use case for using Data Explorer?
An administrator or data specialist inspects the data in data source objects, data model objects, and calculated insights using Data Explorer to support the validation of the configured objects
265
What are the steps involved in using Data Explorer
1. Choose the Object Type - choose object type first (DSO, DMO, or CI) and then the object
2. Configure the Columns - UI will only display at most 100 records and 10 attributes
3. Filter the records - records can be filtered with use of Filter List button
4. Inspect the records - for DSO, it is important to be able to inspect initial values and validate any formula fields that have been calculated before ingestion
266
What are the two parts of Identity Resolution?
Identity Resolution consists of two parts:
1. Identity Resolution rulesets
2. Profile reconciliation rulesets
267
How many Identity Resolution rulesets does Data Cloud Support?
Currently Data Cloud supports up to two Identity Resolution configurations allowing an element of A/B testing to be applied once an initial ruleset is established and configured - this will produce independent unified profiles
268
How does the Unification process work in Identity Resolution
The unification process identifies and matches individual people represented as records across various DMOs
After the profiles are matched, reconciliation will determine how attributes need to be represented in the final unified profile
269
What is a golden record
A golden record is when there is a single contact point for a customer, such as using the single "best" email or phone number, this occurs when there is a strong desire for simplicity
270
Why are Golden records problematic
1. Too many golden records can be created if unification is done on single contact points
2. There may be a lack of history tracking and a risk of attributes mismatch between records
3. the complete view of the customer may not be possible
271
How is a golden record different than a unified profile
1. All contact points associated with the individual and complete lineage are retained in Data Cloud where as a golden record will use a single "best" email or phone
2. All metrics and all behavior associated with the individual records combined and independently available with a unified profile but with a golden record there could be a lack of history tracking or attributes mismatch between records
272
What are the steps involved in implementing identity resolution
1. Profile Data Across Data Sources - Understand whether or not data from various sources matches expectations
2. Configure Match Rules - Make appropriate tradeoffs between over and under grouping of individual records
3. Configure Reconciliation Rules - specify how matched records should be reconciliated if there are attribute conflicts
4. Validate Results - Inspect resulting unified records and plan for next steps
273
What is the overall idea of profiling data across data sources in relation to identity resolution
The idea is to understand and design how best to configure matching rules for the individual profiles, and determine which rulesets to use to achieve potential best outcomes
274
What is the purpose of match rules in relation to Identity Resolution
Match rules establish criteria for relating source Individual records to each other with the intent to produce a Unified Individual record. Rules can make use of standard and custom attributes mapped to the data model
275
How are you able to increase match rate or decrease match rate in relation to Identity Resolution
In general adding more fields to the rules results in stricter match definition and keeping unique individuals separate, while removing or loosening match definitions improves match rates. As long as at least one rule is evaluated to true, two individual records will be matched
276
Considerations for using a match rule with:
Individual Attributes, Contact Points, and Party Identidiers
This will lead to fewer matched records (under grouping) but also provide greater certainty into uniqueness of each Individual
277
Considerations for using matching rules with Individual Attributes and Contact Points
Important to ensure that names are tp included in the rules to prevent combinations where the same contact point is used across individuals such as households where members are sharing an email address, or business where the same phone number is used
278
Considerations for using matching rules with a Single Connected Contact Point
This is not a recommended practice, in terms of shared contacts across multiple individuals, using a single contact point has similar concerns as when using matching rules with Individual attributes and contact points. This will lead to over grouping of Individuals while producing higher match rates
279
What are the three configuration options for reconciliation rules
1. Most frequent is established across records
2. Last Updated requires the last modified date to be mapped in the data stream, selecting the value from the record with the most recent date / time stamp
3. Source sequences - Follows the ranked order of the data streams
280
What does the ruleset status indicate in regards to identity resolution rulesets
Ruleset Status indicates the status of a given Identity Resolution configuration
281
What does the Last Job Status indicate in regards to identity resolution
Indicates the current (latest) run status
282
What does the Published status indicate in regards to Identity Resolution
Indicates the currently active ruleset
283
What does the In Progress status indicate in regards to Identity Resolution
Indicates that the Identity Resolution is being re-evaluated
284
What does the success status indicate in regards to Identity Resolution
Indicates completed resolution w/o errors
285
What are Party Identifiers used for in Identity Resolution
Party Identification Attributes let you use external identity graphs, including but not limited to Master Data Management, license numbers, mobile identifiers, and anonymous profiles via first party cookie ID
286
What are the five Party Identification attributes that require mapping?
Party Identification Id - merely a primary key for the record
Party - is a reference (foreign key) to the Individual object record mapped to the Individual Id field
Party Identification Type - Broader specification of the identifier like "license" or "Loyalty Membership"
Identification Name - Specification of the name of the identity eg "State Driver License" or "Airline Membership Number"
Identification Number - The actual Id value used for the identity resolution comparison
287
How are Party Identification Numbers used in Identity Resolution
Identity Resolution will match two records that for the same Party Identification Type and Identification Name share the Identification Number
288
How can an Individual Object record be categorized as anonymous?
To categorize the Individual Object record as anonymous, be sure to map the Is Anonymous field for the respective contributing data source
For Anonymous profiles to be counted correctly, value of the Is Anonymous field must be set to 1 - if it is not mapped, empty, or contains any other value it will not be mapped as anonymous
289
What do Insights in Data Cloud allow you to do
Insights feature within Data Cloud allow you to define and calculate multi dimension metrics from your entire digital state in data cloud
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What do Calculated Insights allow you to do?
1. Build multi-dimensional metrics: define multi-dimensional metrics such as LTV, CSAT, RFM, and more
2. Use these insights within segmentation builder to gain deeper understanding of customer
3. Activate for personalization: Personalize your marketing activations
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What are streaming insights used for?
Streaming Insights lets you create metrics on streaming data from real-time data sources to use real-time insights
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How can streaming insights can be used?
The way to use a Streaming Insight is through a Data Action. When an Insight is obtained, a Data Action is created that you can act upon. Data Actions make your streaming insights usable and actionable.
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What is the process order for Streaming Insights
1. Collect the Insights - Streaming Insights can continuously produce sophisticated insights on events collected from streaming sources such as website or mobile click streams, IOT signals, Database event streams, financial transactions, etc
2. Analyze the Insights - Streaming data and insights are collected in real time at high volume. Data Action rules ensure customers get highly curated and useful output and outstream to use in other applications, which drives meaningful outcomes like generating time series analytics on continuously moving data or leading users to find patterns and share insights with other apps using data actions
3. Send Data Actions - A data action rule triggers an action with an appropriate payload when certain conditions are met. The currently supported Data Action Targets are: Webhook, Salesforce Platform Event, or Marketing Cloud
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When should formulas be used while ingesting data?
At ingestion time, use formulas to perform operations on row based data used down stream
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When should Calculated Insights be used
Calculated Insights are best used for:
Non trivial calculations like calculating NPS as a percentage, complex queries across multiple objects, when a view is expected to be used multiple times
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When should a segmentation operator be used
1. Simple aggregations like count on one object
2. Max, min, avg, and sum aggregations on numbers when then conditions are simple and unlikely to be reused
3. Filter on two years or less of aggregation data
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What are Calculated Insight record capabilities
Edit: Used to update logic and attributes of an existing calculated insight
Clone: Use the clone feature to duplicate and edit the SQL function from a record
Enable or Disable: Use the disable feature to turn off processing for a calculated insight. Use enable feature to reverse this action
Publish Now: Execute a Calculated Insight immediately in Data Cloud. Validate the results of a Calculated Insight as needed or instead of processing it as a batch schedule and waiting hours for it to execute. You can submit 3 executions per day
Show in Builder: opens the insight in Visual Builder (only if insight was created in visual builder)
Delete: Use delete feature to permanently remove a CI and its connections
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What is the Customer Lifetime Value metric used for?
CLV metric is used to answer how much has a certain customer spent with us since day one, as well as how can we bucket customers based on spending totals
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How can Segmentation be used to gather smarter data?
Use integrated, Einstein-calculated attributes to add modeled data, such as propensity, and Customer Lifetime Value (LTV) scores
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What is the maximum number of segments for a single Salesforce Org
The maximum number of segments for a single Salesforce Org is 9950
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How many attributes can a segment have?
Each segment can have 50 attributes and each operator can have up to 10 nested operators
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