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Email Specialist Exam > Marketing Automation > Flashcards

Marketing Automation Flashcards

1
Q

Why is technology considered “standard” for the connected customer?

A

Consumers are tech-savvy and expect businesses to provide seamless digital experiences

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2
Q

How do connected customers drive a demand for connected journeys?

A

They use various devices and channels, expecting a consistent experience across all touchpoints

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3
Q

What do consumers expect from every interaction with a brand?

A

They expect relevancy and personalisation, with brands anticipating their needs and preference

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4
Q

What is the customer experience gap?

A

The disconnect between customer expectations for connected journeys and companies’ struggles with siloed data and tools

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5
Q

Define a customer journey

A

A series of steps a customer takes when interacting with a company across all touchpoints

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6
Q

By understanding…

How can businesses use customer journeys to drive positive results?

A

By understanding & optimising customer journeys, businesses can deliver personalised experiences that increase satisfaction, reduce churn, and boost revenue

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7
Q

Unify, utilise, ensure

How can businesses deliver personalised consumer engagement at scale?

A

1) By unifying customer data
2) Utilising AI for personalisation
3) Ensuring consistent interactions across all channels

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8
Q

What is customer experience mapping?

A

Visually outlining the touchpoints customers experience throughout their lifecycle to identify areas for improvement

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9
Q

What are the four pillars of a successful customer journey?

A

1) Goal
2) Audience
3) Data
4) Content & Channels

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10
Q

How can you identify “moments that matter” in a customer’s experience?

A

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”).

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11
Q

What are the two main APIs in Marketing Cloud Engagement?

A

REST API and SOAP API

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12
Q

When would you choose the REST API over the SOAP API?

A

1) Newer implementations
2) Accessing the latest Marketing Cloud Engagement features
3) When needing greater versatility

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13
Q

What do both the REST and SOAP APIs require for authentication?

A

An OAuth token

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14
Q

How do tenant-specific endpoints enhance security?

A

By routing API requests to unique subdomains

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15
Q

What is the primary purpose of using OAuth tokens?

A

To ensure secure authentication for API access

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16
Q

What is a crucial aspect of token management?

A

Securely storing & refreshing tokens to ensure uninterrupted API access

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17
Q

Name three benefits of using the REST API

A

1) Multichannel support
2) JSON-based requests & responses
3) Access to the latest Marketing Cloud Engagement features

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18
Q

Which Marketing Cloud Engagement app allows you to manage and automate personalised customer journeys?

A

Journey Builder

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19
Q

What is a key function of Transactional Messaging?

A

To send automated, non-promotional messages like order confirmations and password resets with faster performance than standard triggered sends

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20
Q

When is the SOAP API a suitable choice in Marketing Cloud Engagement?

A

1) For integrating with Email Studio
2) Managing legacy integrations
3) Handling classic content management

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21
Q

Why is asynchronous processing often preferred over synchronous processing for SOAP API operations?

A

Asynchronous processing is more resilient to outages as it uses queued processing

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22
Q

Why is it crucial to consider time zones when using the SOAP API?

A

Data is stored in CST, so using UTC offsets ensures accurate retrieval and avoids potential scheduling conflicts

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23
Q

What is the Principle of Least Privilege and why is it a security best practice?

A

Granting only the necessary permissions within OAuth tokens minimizes potential damage in case of a security breach

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24
Q

Why is it important to leverage scripting languages like AMPscript and SSJS with your API integrations?

A

1) To add dynamic content
2) Personalisation
3) Interact with subscriber data

To enhance your Marketing Cloud Engagement capabilities

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25
Q

Where can you find community-supported SDKs for Marketing Cloud Engagement?

A

On GitHub

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26
Q

What is the primary function of Automation Studio?

A

1) To automate routine Marketing Cloud Engagement tasks
2) Improve efficiency & ensuring timely execution

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27
Q

Name three activities you can perform using Automation Studio

A

1) Send messages (emails, SMS)
2) Move data (import/export data extensions)
3) Run scripts and queries (SQL, SSJS)

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28
Q

What are the different triggers available for automations in Automation Studio?

A

1) Scheduled 2) Immediate 3) File Drop 4) API Event

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29
Q

What is the function of the SQL Query activity?

A

To manipulate & extract data from data extensions or data views using custom SQL queries

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30
Q

Why is it important to optimise SQL queries, especially with large datasets?

A

To minimise resource consumption & ensure efficient processing within Automation Studio

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31
Q

How can you validate a SQL query within the SQL Query activity?

A

By using the “Validate Syntax” button to check for errors in query structure and data source availability

32
Q

How can you control automations programmatically?

A

By using the SOAP API for Automation Studio

33
Q

What are some scenarios where triggering automations via API is advantageous?

A

For building custom integrations with external systems and tightly coupling automation triggers to events in other applications

34
Q

When scheduling automations via the API, what is a key best practice?

A

Schedule resource-intensive automations during off-peak hours to avoid impacting system performance

35
Q

Where can you find error information for activities within an automation?

A

In the Activity History, which logs execution details and error messages for each step

36
Q

If a data-driven activity like a SQL query is encountering errors, what should you check?

A

Verify the data availability, accuracy, and formatting within the source data extension

37
Q

If standard troubleshooting steps fail to resolve an automation issue, what should you do?

A

Gather relevant error information and contact Marketing Cloud Engagement support for further assistance

38
Q

What is the difference between “General Access, View” and “Automation Create, Edit” permissions in Journey Builder?

A

“View” allows read-only access to journeys, while “Create/Edit” enables full control, including creating, editing, and publishing journeys

39
Q

Why is it crucial to align user permissions with their responsibilities in Journey Builder?

A

To maintain security and control over your marketing campaigns

40
Q

What are Single Send Journeys in Journey Builder?

A

A simplified way to send one-off email campaigns within Journey Builder, ideal for promotions, announcements, or quick message broadcasts

41
Q

Where can you monitor the performance of your Single Send Journeys?

A

On the Journey Builder homepage under “Recent Single Sends,” or within the specific journey details by clicking on the message and selecting “View Details.”

42
Q

List three use cases for Single Send Journeys

A

Promote a sale, announce a new product/service, share important information like a white paper

43
Q

How do you define the target audience for your Single Send Journey?

A

By selecting the relevant data extension containing your audience information and optionally applying filters to further segment recipients

44
Q

When creating an email message within Journey Builder, where do you source images for your content?

A

Utilise Content Builder’s image library for visually appealing and on-brand imagery

45
Q

What is the purpose of previewing and testing your email message?

A

To catch errors, ensure a polished message, and review the rendering of personalised elements before sending to your audience

46
Q

What does the “Validate” function in Journey Builder check for?

A

Configuration errors like missing subject lines, incomplete activities, or issues with entry sources and settings

47
Q

Can Single Send Journeys be used for channels other than email?

A

Yes, they can be used for various channels, including push notifications

48
Q

What is a key benefit of a welcome series journey compared to a single welcome email?

A

Increased engagement through multiple touchpoints, allowing for targeted goals, brand building, and personalised interactions

49
Q

Name three scenarios where a welcome series journey would be beneficial.

A

Ecommerce onboarding, financial services tutorials, nonprofit introductions and call to actions

50
Q

When planning a journey, why is it crucial to ensure consistency between data extension fields and personalisation strings/dynamic content within emails?

A

Inconsistency can lead to inaccurate personalisation, hindering the effectiveness of your campaign and potentially confusing your audience.

51
Q

What is the difference between “Entry Data” and “Contact Data” in Journey Builder?

A

“Entry Data” is a snapshot of contact data at the time of journey entry, while “Contact Data” dynamically updates throughout the journey.

52
Q

When would you choose an API Entry Event over a Data Extension Entry Source for your journey

A

When your journey needs to be triggered by real-time events occurring outside of Marketing Cloud Engagement, requiring API development for event handling

53
Q

List three best practices for working with a Data Extension Entry Source

A

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

54
Q

What are the two main methods for creating a journey in Journey Builder?

A

Using pre-built Journey Templates or building custom journeys from scratch with the Journey Canvas

55
Q

What are the different types of “Split” activities available in the Journey Canvas?

A

1) Engagement Split (based on email interaction)
2) Einstein Splits (based on predictive models)
3) Decision Split (based on contact data attributes)

56
Q

What are the three options for “Re-entry Mode” in Journey Settings and how do they differ?

A

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

57
Q

When is “Test Mode” beneficial in Journey Builder?

A

For event-based entry sources, as it simulates contact injection and journey flow without sending actual messages, providing insights into journey behavior

58
Q

Why is it recommended to create new versions for editing a Journey Builder campaign instead of stopping a running journey?

A

Stopping a running journey disrupts the experience for active contacts. Versions allow for iterative improvements without impacting live campaigns

59
Q

What is the primary function of Path Optimiser in Journey Builder?

A

To test multiple journey paths (up to 10) simultaneously and determine the most effective route based on engagement metrics

60
Q

List three benefits of using Path Optimiser for journey optimisation

A

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

61
Q

A/B Testing

Name three elements within a journey that you can test using Path Optimiser

A

Subject lines/preheaders, personalisation elements, content variations, wait times, send times, and different communication channels

62
Q

Before using Path Optimiser, what should you have a solid understanding of?

A

Journey Builder campaigns and their components

63
Q

What are the two options for “Winner Evaluation” in the Path Optimizer activity?

A

“Email Engagement” for automatic winner selection based on specific metrics and “Manual Selection” for choosing the winner based on your own criteria

64
Q

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?

A

The wait activity allows time for engagement tracking, providing accurate data for the Path Optimiser to evaluate path performance

65
Q

What is meant by “journey elevation”?

A

Moving beyond basic journeys to create more complex, multi-channel, and responsive campaigns that align with specific business objectives

66
Q

What does the acronym SMART stand for when defining journey goals?

A

Specific, Measurable, Achievable, Relevant, Time-Based

67
Q

What is the purpose of an opt-in campaign and why is it important for compliance

A

Opt-in campaigns obtain explicit consent from individuals to receive marketing communication, ensuring adherence to data privacy regulations like GDPR and CAN-SPAM

68
Q

How are CloudPages used in conjunction with Journey Builder for opt-in and welcome campaigns?

A

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

69
Q

T C P C

List four elements of an effective welcome campaign

A

1) Timely delivery
2) Clear brand introduction, setting expectations for communication,
3) Personalised messaging
4) Compelling call to action

70
Q

Why are birthday engagement campaigns effective?

A

They offer a simple yet powerful way to show customer appreciation, increase brand visibility & potentially drive conversions with special offers or rewards

71
Q

When designing a birthday campaign, what factors should you consider for message timing and frequency?

A

Avoid overwhelming customers by spacing out messages and send them closer to the actual birthday to maximize relevance and impact

72
Q

How can you enhance a birthday campaign using multi-channel integration?

A

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

73
Q

What is Marketing Cloud Connect and why is it necessary for integrating Sales and Service Cloud events into Journey Builder?

A

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

74
Q

What are some best practices for creating effective survey journeys?

A

Engage both satisfied and dissatisfied customers, set clear and measurable objectives, personalize messaging, and optimize send timing based on customer behavior

75
Q

List three additional tips for enhancing customer journeys beyond the initial survey

A

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

Email Specialist Exam (5 decks)

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