Data Extensions

Question 1

Types of DEs

Answer 1

1 - Standard DE - create custom fields to store data
2 - Filtered DE - filtered fields from a source DE
3 - Random DE - randomly select subscribers from a source DE

Question 2

Steps in creating a standard DE

Answer 2

1 - Properties – creation method (new, existing or template) existing copies structure and not data; template example is send log template
2 - Data Retention Policy – default off
3 - Fields – define columns must choose send relationship (what is the primary key and how it relates to subscriber key)

Question 3

Steps in creating a filtered DE

Answer 3

1 - Select source DE
2 - Drag & drop fields to define the filter
3 - Save filter or save DE as a new one

Question 4

Steps in creating a Random DE

Answer 4

1 - Select source DE

2 - Create necessary DEs (new or remainder)

Question 5

List-Based Data Model

Answer 5

Use the list model when:

your lists contain 500,000 subscribers or less long term

you prefer simplicity over performance

you do not require fast import speed

you plan to use a limited number of subscriber attributes

you use the XML API

Question 6

DE-Based Data Model

Answer 6

Use the data extension model when:

your lists are going to be greater than 500,000 subscribers

you support multiple subscriber data sets, with separate definitions

you send global messages

you require fast import speeds

you implement triggered sends

you use the SOAP or REST APIs

you prefer a flexible subscription model

Question 7

What is a suppression list?

Answer 7

List used with guided, user-initiated, and triggered sends. It’s a list of subscribers you don’t want to receive your content (e.g. blacklisted)

Question 8

What is an exclusion list?

Answer 8

Any list, group, or data extension you select to exclude from Send.

Question 9

Primary key

Answer 9

A key in a relational database that is unique for each record. It is a unique identifier, and cannot contain null values. You can have more than 1 primary key, and it uniquely identifies a row in a data extension. It also ensures records are not overwritten when you create an import activity.

Note: You cannot update data in a data extension unless it has a field that can be a Primary Key (i.e. has a Unique Identifier). If you create an Import Activity that tries to update fields on a data extension that does not have a Primary Key, the only option the activity can do is Overwrite the existing data

Question 10

Subscriber key

Answer 10

Contains a value that uniquely identifies a subscriber in your system. Can be populated with email address or any other unique value. It also allows for multiple people with the same email address (e.g. a family of 4 using their parent’s email address) in the system as each has their own Subscriber Key in the All Subscribers list.

Subscriber Key Considerations

A Subscriber Key should be implemented for each and every subscriber within your database.

It should NOT change. Reconfiguration of the Subscriber Key takes effort and planning. Therefore, give thought to the value being used and make sure it’s going to work for your organization now and long-term.

Keep in mind: the purpose of Subscriber Key is to allow an individual email address to receive more than 1 of the same message. If this is a concern, there are ways to suppress based on email address.

Subscriber Key allows users to change their email address and still retain tracking data in Salesforce Marketing Cloud. Otherwise a new record would need to be created and tracking data would be lost.

Question 11

Send Relationship

Answer 11

A Send Relationship defines a field in the Sendable data extension to map to Subscriber Key in All Subscribers when sending. E.G. a Data Extension may use Email Address to map to the Subscriber Key in the All Subscribers table, which houses the entire database in Marketing Cloud

Note: If sending to a contact in a data extension that does not have a subscriber key, the system will add them to the All Subscribers list as active and add their email address and a subscriber key to their profile.

Question 12

Ways of Importing Data

Answer 12

Manual import – Step-by-step guide to import data. Import parameters must be defined. It is manually executed.

Import Activity – Like the Import Wizard, but a definition that can be saved to be used again. It can be automated via Automation Studio

Via API – Executes an import programmatically behind the scenes. Good for 3rd party integrations

Marketing Cloud Connect – Connect to Salesforce (Sales cloud, service cloud)