Marketing Automation Flashcards
Why is technology considered “standard” for the connected customer?
Consumers are tech-savvy and expect businesses to provide seamless digital experiences
How do connected customers drive a demand for connected journeys?
They use various devices and channels, expecting a consistent experience across all touchpoints
What do consumers expect from every interaction with a brand?
They expect relevancy and personalisation, with brands anticipating their needs and preference
What is the customer experience gap?
The disconnect between customer expectations for connected journeys and companies’ struggles with siloed data and tools
Define a customer journey
A series of steps a customer takes when interacting with a company across all touchpoints
By understanding…
How can businesses use customer journeys to drive positive results?
By understanding & optimising customer journeys, businesses can deliver personalised experiences that increase satisfaction, reduce churn, and boost revenue
Unify, utilise, ensure
How can businesses deliver personalised consumer engagement at scale?
1) By unifying customer data
2) Utilising AI for personalisation
3) Ensuring consistent interactions across all channels
What is customer experience mapping?
Visually outlining the touchpoints customers experience throughout their lifecycle to identify areas for improvement
What are the four pillars of a successful customer journey?
1) Goal
2) Audience
3) Data
4) Content & Channels
How can you identify “moments that matter” in a customer’s experience?
By analysing the customer lifecycle and pinpointing key stages like research (“I-Want-to-Know”), decision-making (“I-Want-to-Buy”), and taking action (“I-Want-to-Do”).
What are the two main APIs in Marketing Cloud Engagement?
REST API and SOAP API
When would you choose the REST API over the SOAP API?
1) Newer implementations
2) Accessing the latest Marketing Cloud Engagement features
3) When needing greater versatility
What do both the REST and SOAP APIs require for authentication?
An OAuth token
How do tenant-specific endpoints enhance security?
By routing API requests to unique subdomains
What is the primary purpose of using OAuth tokens?
To ensure secure authentication for API access
What is a crucial aspect of token management?
Securely storing & refreshing tokens to ensure uninterrupted API access
Name three benefits of using the REST API
1) Multichannel support
2) JSON-based requests & responses
3) Access to the latest Marketing Cloud Engagement features
Which Marketing Cloud Engagement app allows you to manage and automate personalised customer journeys?
Journey Builder
What is a key function of Transactional Messaging?
To send automated, non-promotional messages like order confirmations and password resets with faster performance than standard triggered sends
When is the SOAP API a suitable choice in Marketing Cloud Engagement?
1) For integrating with Email Studio
2) Managing legacy integrations
3) Handling classic content management
Why is asynchronous processing often preferred over synchronous processing for SOAP API operations?
Asynchronous processing is more resilient to outages as it uses queued processing
Why is it crucial to consider time zones when using the SOAP API?
Data is stored in CST, so using UTC offsets ensures accurate retrieval and avoids potential scheduling conflicts
What is the Principle of Least Privilege and why is it a security best practice?
Granting only the necessary permissions within OAuth tokens minimizes potential damage in case of a security breach
Why is it important to leverage scripting languages like AMPscript and SSJS with your API integrations?
1) To add dynamic content
2) Personalisation
3) Interact with subscriber data
To enhance your Marketing Cloud Engagement capabilities
Where can you find community-supported SDKs for Marketing Cloud Engagement?
On GitHub
What is the primary function of Automation Studio?
1) To automate routine Marketing Cloud Engagement tasks
2) Improve efficiency & ensuring timely execution
Name three activities you can perform using Automation Studio
1) Send messages (emails, SMS)
2) Move data (import/export data extensions)
3) Run scripts and queries (SQL, SSJS)
What are the different triggers available for automations in Automation Studio?
1) Scheduled 2) Immediate 3) File Drop 4) API Event
What is the function of the SQL Query activity?
To manipulate & extract data from data extensions or data views using custom SQL queries
Why is it important to optimise SQL queries, especially with large datasets?
To minimise resource consumption & ensure efficient processing within Automation Studio
How can you validate a SQL query within the SQL Query activity?
By using the “Validate Syntax” button to check for errors in query structure and data source availability
How can you control automations programmatically?
By using the SOAP API for Automation Studio
What are some scenarios where triggering automations via API is advantageous?
For building custom integrations with external systems and tightly coupling automation triggers to events in other applications
When scheduling automations via the API, what is a key best practice?
Schedule resource-intensive automations during off-peak hours to avoid impacting system performance
Where can you find error information for activities within an automation?
In the Activity History, which logs execution details and error messages for each step
If a data-driven activity like a SQL query is encountering errors, what should you check?
Verify the data availability, accuracy, and formatting within the source data extension
If standard troubleshooting steps fail to resolve an automation issue, what should you do?
Gather relevant error information and contact Marketing Cloud Engagement support for further assistance
What is the difference between “General Access, View” and “Automation Create, Edit” permissions in Journey Builder?
“View” allows read-only access to journeys, while “Create/Edit” enables full control, including creating, editing, and publishing journeys
Why is it crucial to align user permissions with their responsibilities in Journey Builder?
To maintain security and control over your marketing campaigns
What are Single Send Journeys in Journey Builder?
A simplified way to send one-off email campaigns within Journey Builder, ideal for promotions, announcements, or quick message broadcasts
Where can you monitor the performance of your Single Send Journeys?
On the Journey Builder homepage under “Recent Single Sends,” or within the specific journey details by clicking on the message and selecting “View Details.”
List three use cases for Single Send Journeys
Promote a sale, announce a new product/service, share important information like a white paper
How do you define the target audience for your Single Send Journey?
By selecting the relevant data extension containing your audience information and optionally applying filters to further segment recipients
When creating an email message within Journey Builder, where do you source images for your content?
Utilise Content Builder’s image library for visually appealing and on-brand imagery
What is the purpose of previewing and testing your email message?
To catch errors, ensure a polished message, and review the rendering of personalised elements before sending to your audience
What does the “Validate” function in Journey Builder check for?
Configuration errors like missing subject lines, incomplete activities, or issues with entry sources and settings
Can Single Send Journeys be used for channels other than email?
Yes, they can be used for various channels, including push notifications
What is a key benefit of a welcome series journey compared to a single welcome email?
Increased engagement through multiple touchpoints, allowing for targeted goals, brand building, and personalised interactions
Name three scenarios where a welcome series journey would be beneficial.
Ecommerce onboarding, financial services tutorials, nonprofit introductions and call to actions
When planning a journey, why is it crucial to ensure consistency between data extension fields and personalisation strings/dynamic content within emails?
Inconsistency can lead to inaccurate personalisation, hindering the effectiveness of your campaign and potentially confusing your audience.
What is the difference between “Entry Data” and “Contact Data” in Journey Builder?
“Entry Data” is a snapshot of contact data at the time of journey entry, while “Contact Data” dynamically updates throughout the journey.
When would you choose an API Entry Event over a Data Extension Entry Source for your journey
When your journey needs to be triggered by real-time events occurring outside of Marketing Cloud Engagement, requiring API development for event handling
List three best practices for working with a Data Extension Entry Source
1) Include personalisation fields in the data extension
2) Use a sendable data extension, pre-filter data for efficiency
3) Link it to Contact Builder’s data model if applicable
What are the two main methods for creating a journey in Journey Builder?
Using pre-built Journey Templates or building custom journeys from scratch with the Journey Canvas
What are the different types of “Split” activities available in the Journey Canvas?
1) Engagement Split (based on email interaction)
2) Einstein Splits (based on predictive models)
3) Decision Split (based on contact data attributes)
What are the three options for “Re-entry Mode” in Journey Settings and how do they differ?
1) “No re-entry” allows contacts to enter only once
2) “Re-entry only after exiting” permits re-entry after completing the journey.
3) “Re-entry anytime” allows multiple concurrent entries
When is “Test Mode” beneficial in Journey Builder?
For event-based entry sources, as it simulates contact injection and journey flow without sending actual messages, providing insights into journey behavior
Why is it recommended to create new versions for editing a Journey Builder campaign instead of stopping a running journey?
Stopping a running journey disrupts the experience for active contacts. Versions allow for iterative improvements without impacting live campaigns
What is the primary function of Path Optimiser in Journey Builder?
To test multiple journey paths (up to 10) simultaneously and determine the most effective route based on engagement metrics
List three benefits of using Path Optimiser for journey optimisation
1) Faster insights into winning paths
2) Data-driven decision-making for campaign adjustments
3) Improved performance through optimised open rates, conversions, and other key metrics
A/B Testing
Name three elements within a journey that you can test using Path Optimiser
Subject lines/preheaders, personalisation elements, content variations, wait times, send times, and different communication channels
Before using Path Optimiser, what should you have a solid understanding of?
Journey Builder campaigns and their components
What are the two options for “Winner Evaluation” in the Path Optimizer activity?
“Email Engagement” for automatic winner selection based on specific metrics and “Manual Selection” for choosing the winner based on your own criteria
When setting up test paths within the Path Optimiser activity, why is it crucial to ensure each path has a wait activity after the last message?
The wait activity allows time for engagement tracking, providing accurate data for the Path Optimiser to evaluate path performance
What is meant by “journey elevation”?
Moving beyond basic journeys to create more complex, multi-channel, and responsive campaigns that align with specific business objectives
What does the acronym SMART stand for when defining journey goals?
Specific, Measurable, Achievable, Relevant, Time-Based
What is the purpose of an opt-in campaign and why is it important for compliance
Opt-in campaigns obtain explicit consent from individuals to receive marketing communication, ensuring adherence to data privacy regulations like GDPR and CAN-SPAM
How are CloudPages used in conjunction with Journey Builder for opt-in and welcome campaigns?
CloudPages can host landing pages with opt-in forms. Data collected through these forms can then be used as an entry source and for personalization within Journey Builder welcome journeys
T C P C
List four elements of an effective welcome campaign
1) Timely delivery
2) Clear brand introduction, setting expectations for communication,
3) Personalised messaging
4) Compelling call to action
Why are birthday engagement campaigns effective?
They offer a simple yet powerful way to show customer appreciation, increase brand visibility & potentially drive conversions with special offers or rewards
When designing a birthday campaign, what factors should you consider for message timing and frequency?
Avoid overwhelming customers by spacing out messages and send them closer to the actual birthday to maximize relevance and impact
How can you enhance a birthday campaign using multi-channel integration?
By using decision splits based on SMS subscription and app download status, you can tailor the delivery method (SMS, push notification, email) to each customer’s preferred channel
What is Marketing Cloud Connect and why is it necessary for integrating Sales and Service Cloud events into Journey Builder?
Marketing Cloud Connect is a tool that enables seamless integration between Marketing Cloud and Sales/Service Cloud, allowing Journey Builder to leverage events and data from these platforms
What are some best practices for creating effective survey journeys?
Engage both satisfied and dissatisfied customers, set clear and measurable objectives, personalize messaging, and optimize send timing based on customer behavior
List three additional tips for enhancing customer journeys beyond the initial survey
1) Incorporate social media engagement
2) Leverage Einstein Send Time Optimisation for optimal send times
3) Plan for continuous journeys to nurture ongoing customer relationships
