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Salesforce Marketing Cloud - Email Specialist > Marketing Automation (26%) - Build Journey Builder solution > Flashcards

Marketing Automation (26%) - Build Journey Builder solution Flashcards

1
Q

What 3 types of Journey are available in Journey Builder?

A

Single Send Journeys
A Multi-Step Journey
Transactional Send Journeys

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2
Q

What is a Journey Template in JB used for?

A

As a starting point for common use cases and known marketing best practice for Multi-Step Journeys. They can be used as is or customised.

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3
Q

What is a Single Send Journey used for in Journey Builder?

A

A simple way to MANUALLY send a single message (email. sms, push)

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4
Q

What Entry Source can be used for a Single Send Journey?

A

A Single Send Journey needs a DE as a starting source.

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5
Q

What send options are available for a Single Send Journey?

A

Send immediately - at Journey activation
Schedule send - for a specific date and time

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6
Q

What is the process to set up a Single Send Journey?

A
  1. Choose a DE
  2. Craft and Test Content
  3. Define when to send
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7
Q

What is a Transactional Journey used for in Journey Builder?

A

To send a SINGLE EMAIL triggered by an API event. To deliver critical information IMMEDIATELY.

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8
Q

What Entry Source can be used for a Transactional Journey (2) in Journey Builder?

A

An API Event or a Mobile App Event

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9
Q

What send options are available for a Transactional Journey in Journey Builder?

A

The email is sent IMMEDIATELY by MC without being queued into the send queue, thus consuming fewer Super Messages.

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10
Q

What is a Multi-Step Journey used for in Journey Builder?

A

To execute complex marketing and data management activities.

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11
Q

What is a Multi-Step Journey used for in Journey Builder?

A

To execute complex marketing and data management activities.

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12
Q

What Entry Source can be used for a Multi-Step Journey in Journey Builder?

A

The Entry Source can be a DE (for drip campaigns) or different kinds of events

API Event / CloudPages / Salesforce Data / Event / GA360 / Inbound Chat / In-App Message Event / Mobile App Event / Push Message Event / SF Audience

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13
Q

If a user wanted to measure the journey success against a goal - which type of Journey should they choose?

A

A Multi-Step Journey provides the ability to measure the effectiveness of a Journey against a goal.

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14
Q

What are the FIVE steps to a Journey Strategy?

A
  1. Set a goal
    2 Define your audience
  2. Identify and collect data
  3. Craft content and channels
  4. Design the journey
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15
Q

What happens is a Contact
meets the Entry Criteria
defined in the Entry Source
for a Multi-Step Journey?

A

They will be injected into the Journey.

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16
Q

If using a DE as an Entry Source for a Multi-Step Journey, what Schedule options are available (3)?

A

Run Once - at activation OR at a scheduled data and time
Recurring - repeat hourly, daily, weekday. weekly, monthly or yearly
Automation - run after an automation completes.

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17
Q

Evaluate New Records Only

A

Only Contacts that are new in the DE since the last run will be injected into the Journey.
Results in faster, more efficient processing.

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18
Q

Evaluate All Record

A

All records in the DE will be evaluated each time according the Entry Source’s schedule

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19
Q

Journey Data is based on Initial Contact Values - what can this be used for in a Multi-Step Journey?

A

Personalisation Strings
Decision Spilts
Dynamic Content

Journey Data freezes the state of the Contact’s data as it was at the moment the Contact entered the Journey.

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20
Q

Contact Data is based on Current Contact Values - what can this be used for in a Multi-Step Journey?

A

To react on new information while a Contact is in a Journey. Contact Data updates the Contact’s information at the time the data is evaluated. It can be used in:

Entry Criteria - to filter Contacts
Decision Split
Goal Criteria
Exit Criteria

Can also be used for personalisation - but AMPscript code is required.

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21
Q

What prerequisite is required to use Contact Data in a Multi-Step Journey?

A

The DE must be linked to the Contact via an Attribute Group in Contact Builder.

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22
Q

What is Journey Data?

A

A copy of the record in the DE of the Entry Source
It is not updated while the Journey is running
It is used for Personalisation Strings

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23
Q

What is Contact Data?

A

Data that is linked to the Contact in an Attribute Group in Contact Builder
It is updated while the Journey is running.

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24
Q

What Message Activities are available in a Multi-Step Journey in Journey Builder?

A

Email
In-App Message
Inbox
LINE Message
Push Notification
SMS
WhatsApp

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25
Q

What are Splits and Joins used for in a Multi-Step Journey in Journey Builder?

A

To send Contacts to different paths of the Journey and join them again into a path.

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26
Q

What is Path Optimizer and what is it used for in a Multi-Step Journey in Journey Builder?

A

Path Optimizer is a sophisticated A/B test tool that allows for testing of different content, timing, and channel.

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27
Q

What are the Statuses of a Journey (6)?

A

Draft
Running
Finishing
Stopped
Paused
Testing

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28
Q

Can a Single Send Journey be used with an Automation?

A

No, a Single Send Journey could not be used for Automation.

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29
Q

Can a Suppression List be used for SMS or WhatsApp messages in Journey Builder?

A

No, a Suppression List CANNOT be used for SMS or WhatsApp messages.

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30
Q

What is the best way to Automate testing two versions of a Subject Line?

A

Since the Scenario asks for automation, choosing Path Optimiser would be the best solution.

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31
Q

What does a Email Message Activity in Journey Builder do?

A

Sends an email to a Subscriber.
Statistics like sends, opens, clicks, and bounces are shown in Journey Builder.

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32
Q

What does an In-App Message Activity in Journey Builder do?

A

A full-page, modal, or banner message is sent to the user of a mobile app while the user is using the app.

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33
Q

What does an Inbox Message Activity in Journey Builder do?

A

Sends a persistent Inbox PushMessage to the users of a mobile app

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34
Q

What does a ‘Push Notification’ Message Activity in Journey Builder do?

A

Sends a push notification to users of a mobile app - even if the user isn’t using the app

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35
Q

What does an ‘SMS’ Message Activity in Journey Builder do?

A

Sends an SMS message to the Contacts of the Journey

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36
Q

What does a ‘WhatsApp’ Message Activity in Journey Builder do?

A

Sends a WhatsApp message to the Contacts of the Journey.

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37
Q

What do Splits and Joins do in a Multi-Step Journey?

A

Splits and Joins will send Contacts to different paths of the Journey and join them again into a path.

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38
Q

What does Path Optimiser do in a Multi-Step Journey?

A

Path Optimiser is a sophisticated A/B test tool that allows for testing for different content, timing and channel.

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39
Q

What Spilt Activities are available in Journey Builder (3)?

A

Decision Split
Engagement Split
Random Split

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40
Q

What does a Decision Split in Journey Builder do?

A

Uses Journey Data or Contact Data to divide Contacts on separate paths. The Contacts will follow the first decision.

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41
Q

What does an Engagement Split in Journey Builder do?

A

Divides Contacts based on behaviour like opens, clicks, or bounces.

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42
Q

What does a Random Split in Journey Builder do?

A

Divides Contacts into random groups in a configurable number of paths.

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43
Q

What does a Join Activity in Journey Builder do?

A

Joins two separate paths into a single one.

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44
Q

How many paths can be configured in Path Optimiser?

A

Up to ten paths can be configured.

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45
Q

How is a winner selected in Path Optimiser?

A

Path Optimiser selects a winner based either on ENGAGEMENT or manual selection.

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46
Q

When can a Holdback be configured with Path Optimiser?

A

If the Entry Source is a DE and configured as Run Once, a Holdback can be configured. It is the percentage of Contacts waiting to receive the winning path.

47
Q

When using a Wait Activity in Journey Builder what are the Wait Activity options?

A

Wait by Duration
Wait until Date
Wait by Attribute
What until Chat Response
Wait until API Event
Wait until In-App Event
Wait until Push Event

48
Q

When using Wait by Duration Flow Control Activity - what are the duration options?

A

Minutes
Hours
Days
Weeks
Months

49
Q

What does a ‘Wait until Date’ Flow Control Activity in Journey Builder do?

A

Waits to proceed with a Contact until the specified date and time

(NB: Journey Builder Wait until Date is the only Automation tool that allows a user to specify a specific date)

50
Q

When using ‘Wait by Attribute’ Flow Control Activity in Journey Builder, what does this do?

A

Waits until a date-based attribute in Contact Builder has been reached (eg. birthdate of a Contact)

51
Q

When using ‘Wait until Chat Response’ Flow Control Activity in Journey Builder, what does this do?

A

Holds Contacts until they respond to an outbound message or the configured maximum wait time expires.

52
Q

When using ‘Wait until API Event’ Flow Control Activity in Journey Builder, what does this do?

A

Holds a Contact until an external event, such as a purchase, occurs before moving to the next Activity.

53
Q

When using ‘Wait until In-App Event’ Flow Control Activity in Journey Builder, what does this do?

A

Waits until a Contact interacts with an in-app message within a certain period of time.

54
Q

When using ‘Wait until Push Event’ Flow Control Activity in Journey Builder, what does this do?

A

Waits until a Contact opens a push notification within a certain period of time.

55
Q

When using a ‘Customer Update Activity’ in Journey Builder, what does this do?

A

Updates records in a sendable DE (queried by Contact ID/Subscriber Key)

56
Q

How many attributes can a ‘Customer Update Activity’ update at one time?

A

Updates up to 5 attributes simultaneously in the DE

57
Q

Does a ‘Customer Update Activity’ create new records in a DE?

A

No, it does NOT create new records.
Overwrites existing value with the new value of the attribute (without any calculations like increasing, decreasing, or conditional values).

58
Q

When using a ‘Sales & Service Cloud’ Activity in Journey Builder, what does this do?

A

Create or update records in Sales or Service Cloud.
Create a Task
Updating an Account
Creating a Case
Updating a Campaign Member

59
Q

What is the ‘Object Activity’ in Journey Builder used for?

A

The Object Activity is a general purpose activity and can be used for any standard or custom object in the Sales and Service Cloud.

60
Q

What actions and settings does the Journey Builder Toolbar provide?

A

Undo, redo, copy, and paste Actions
Set a Goal
Define Exit Criteria
Edit Journey Settings
Save, validate, test, and activate the Journey

61
Q

What do the Journey Settings define (3)?

A

Re-entry criteria
Email address
Phone number

NB: If a Contact has more than one email address and/or more than one phone number the attribute that hold the one for the send can be selected

62
Q

Multi-Step Journeys support three different re-entry settings - what are they?

A

No Re-Entry - Contact cannot re-enter a Journey at any point.

Re-Entry only after Existing - Contact can exist in the journey only once, but can be re-injected after they complete.

Re-Entry Anytime - Contact may exist in the journey more than once.

63
Q

What is a Goal in Journey Builder?

A

A Goal is the target that Journey Builder uses to determine the Journey’s performance.

64
Q

When does Journey Builder automatically check the Goal?

A

Each time a wait period expires
And every 24 hours if the Exit Option is selected.

65
Q

What happens to Contacts if the reach a goal with Exit Option selected?

A

If selecting the Exit Option, Contacts leave the Journey when they reach the goal.

66
Q

Where is the data used for goal evaluation stored?

A

In an Attribute Group in Contact Builder.

67
Q

What is an Exit Criteria in Journey Builder?

A

A simple or complex filter to remove Contacts from a Journey

68
Q

When is an Exit Criteria filter required?

A

If the Exit Criteria is different from the Goal Criteria

69
Q

Why would you use an Exit Criteria?

A

To gain insights regarding why a Contact exits a journey.

70
Q

Why would you use an Exit Criteria?

A

To gain insights regarding why a Contact exits a journey.

71
Q

Where is the data used for the Exit Criteria stored?

A

The data that is used for the Exit Criteria must be stored in an Attribute Group in Contact Builder.

72
Q

When does Exit Criteria evaluation occur?

A

Evaluation occurs if a wait period expires.

73
Q

When creating a new Version of a Journey does it compare the metrics of previous versions?

A

Yes, the new Version retains the metric of previous versions to compare different strategies and content.

74
Q

How many active Versions can there be of a Journey?

A

Only one Version can be active at a time. New Versions will be in draft mode until activated

75
Q

Which Version of a Journey receives new Contacts

A

Only the active (Running) Version of a Journey will receive new Contacts.

76
Q

When a New Version of a Journey is activated, what happens to Contacts in previous Versions?

A

They process through their original Journey Version until the exit. The previous Version will have the status ‘Finishing’ until all Contacts have exited.

77
Q

What does the ‘Draft’ Status of a Journey mean?

A

Journey Version is in edit / redesign more
Draft versions do not accept Contacts

78
Q

What does the ‘Running’ Status of a Journey mean?

A

This is the Active Version of the Journey
This is the ONLY version that accepts new Contacts

79
Q

What does the ‘Finishing’ Status of a Journey mean?

A

This is an old Version of the Journey that still process some (old) Contacts

80
Q

What does the ‘Stopped’ Status of a Journey mean?

A

This is an old Version that has been stopped manually or doesn’t process old Contacts

81
Q

What does the ‘Paused’ Status of a Journey mean?

A

This is a Running Journey Version that has been paused for up to 14 days

82
Q

What does the ‘Testing’ Status of a Journey mean?

A

This Journey Version is in testing mode

83
Q

What happens when a user Stops a Journey?

A

A stopped Journey immediately halts the Activities
All Contacts are ejected from the Journey
Stopped Journey Versions cannot be restarted or relaunched.
A new Draft Version needs to be created and activated.

84
Q

What should a user consider before pausing a running Journey for up to 14 days?

A

Contacts that are already processed and queued or sending will not be paused
Extend the Wait by Duration activities by the pause interval
Queue Contacts at the Entry Source
Paused Journeys CANNOT be edited
Journeys cannot be resumed on a specific date or time until the pause expires

85
Q

What is the recommended Data Model in Marketing Cloud

A

Data Extensions are the recommended data model for Email Studio and Contact Builder.
Lists are a legacy data model for Email Studio and offer limited functionality.

86
Q

How many subscribers can a List and DE contain?

A

Lists can contain up to 500,000 subscribers
DEs can contain more than 500,000 subscribers

87
Q

What is a Relational database in MC?

A

Data Extensions can relate to one another or be independent (standalone). Lists no not relate to each other or DEs.

88
Q

If choosing Simplicity over Flexibility what Data Model would be preferred?

A

For Simplicity: Lists - they cannot contain data other than subscriber information and offer a limited number of attribites

89
Q

If choosing Flexibility what Data Model would be preferred?

A

For Flexibility: DE’s can store information other than subscriber data such as orders or stores.

90
Q

How are DEs a Flexible Data Model?

A

DEs provide a flexible data model that handles large volumes of data efficiently. Data other than subscriber information can be stored in DEs for personalisation, segmentation, and Flow control.

91
Q

How are DEs a Relational Database?

A

DEs can be linked to one another to form a data model or can be independent from each other (standalone) to fulfil specific use cases (eg. one-off email send out).

92
Q

Data Extensions are used in a range of places across Studios and Builders in MC (6)?

A

Email Sendouts
Exclude from Sendouts
Data Import
Personalisation
Dynamic Content
Segmentation

93
Q

How are DEs used for Email Sendouts (2)?

A

Email communication is sent to Subscribers stored in DEs.
Subscribers stored in DEs can be excluded from email communication.

94
Q

How are DEs used for Personalisation?

A

Collected subscriber information stored in DEs can be used to personalise commercial and transactional communications.

95
Q

How are DEs used with Dynamic Content?

A

Subscriber data contained in DEs can be used to insert dynamic content in email messaging.

96
Q

How are DEs used for Segmentation?

A

Data stored in DEs can be used to create subsets of subscribers based on applied criteria for precise targeting.

97
Q

What types of DE are available in MC?

A

Standard DE
Salesforce DE
Synchronised DE

98
Q

What is a Standard DE?

A

A Standard DE stores subscriber data. Their configuration, including the set of of properties, retention policy settings, and attributes, must be created from scratch.

99
Q

What is a Salesforce DE?

A

Salesforce DEs are available when Marketing Cloud Connect is enabled and are used to send email tracking information from Marketing Cloud to Sales or Service Cloud.

100
Q

What is a Synchronised DE?

A

Synchronised DEs are available when Marketing Cloud Connect is enabled. They retrieve data from standard and custom Sales or Service Cloud objects and save them in MC DEs. Objects and fields to be created in MC can be selected during the setup process.

101
Q

What different types of DE can be created, based on the intended use of the data stored inside (3)?

A

Sendable
Non-Sendable
Testable

102
Q

What is a Sendable DE?

A

A Sendable DE contains subscriber data, including and email address field, and are used for sending email communication from MC.

103
Q

What is a Non-Sendable DE?

A

A Non-Sendable DE stores additional data such as orders, store information, transactions, or products and cane be referenced for marketing purposes.

104
Q

What is a Testable DE?

A

A Testable DE contains data of internal test users who receive test sends for verification prior to live email sendouts from MC.

105
Q

When creating a Sendable DE, what 3 things must be remembered?

A

Is Sendable Checkbox must be checked
Send Relationship must be stabbed to identify the subscriber on the All Subscribers List.
One email address filed must exits in the DE..

106
Q

When creating a Testable DE, what must be remembered?

A

Is Testable Checkbox must be checked
Render is based on Recipient’s Data stored in the DE to populate personalisation strings and AMPscript functions in email messages

106
Q

When creating an Non-Sendable DE, what 3 things must be remembered?

A

Can store non-sendable info (orders, products, purchases, transactions, codes, urls, etc) for
Email personalisation
Segmentation
Flow Control

AMPscript knowledge is required to retrieve data for email personalisation

106
Q

How is a DE marked as Non-Sendable?

A

If neither the Is Sendable nor Is Testable checkbox is checked during creation, the DE is Non-Sendable and can store additional information.

107
Q

What properties of a DE are configured during the setup process?

A

Creation Method - from New, from Existing, from Template
Name and Description - name must be unique / description is optional
External Key - automatically generated by MC and can be referenced in API calls.

108
Q

When Creating a DE ‘from New’ (3)

A

Type - Standard, Filtered, Random
Location - Destination folder where DE is to be saved
Is Sendable / Is Testable - checkboxes

109
Q

How can a Standard DE be created?

A

Standard DE can be created in Contact Builder or Email Studio.
DE is created from scratch with all configurations applied during the setup process.

110
Q

How can a Random DE be created?

A

In Email Studio, based on an Existing DE.
Subscribers from the source DE are randomly allocated into a maximum of 12 new DEs

111
Q

How can a Filtered DE be created?

A

In Email Studio, based on an existing DE.
Filtered DE acquires the configuration of the source DE inc fields and setup
Filtering logic is applied during creation.
Records cannot be imported into Filtered DEs but only refreshed in Email Studio.

Salesforce Marketing Cloud - Email Specialist (19 decks)

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