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MC Consultant Cert Deep Dive
MC Consultant Cert Deep Dive
Among all the consultant exams, (Service, Sales, Pardot), this one undeniably comes across as being the
toughest one. It is advised to all the future test takers to read each question carefully and then select the
answer(s). If there‟s a slightest speck of doubt, mark it for review and come back to it again.
Please note that as a prerequisite, you need to be a Salesforce Certified Marketing Cloud Email
Specialist in order to take the Marketing Cloud Consultant exam. The exam pattern is similar to other
exams with 60 multiple choice questions, 90 minutes allotted to complete the exam and 68% being the
passing score
Following are the topics that are most important from an exam perspective:
The following is a deeper dive into each topic, providing exact references to revise:
- Provided with a set of business requirements, determine what additional information is needed to design the
recommended solution.
- Provided with a list of branding and creative strategies, probe for additional information that is needed to
recommend an appropriate solution.
- Provided a customer environment and goals, determine the viability of external systems that need to be
included in the solution. (POS, CRM, ecommerce, data warehouse, data source inputs)
- Demonstrate how to gather requirements in order to put together the data and segmentation strategy for the
customer. (Frequency, complexity, volume of sending)
- Given a scenario that includes customer information about subscriber acquisition, management, and
attrition, utilize this information to select solution components.
- Given a solution, recommend the appropriate customer skill sets required to utilize the Marketing Cloud
application.
- Understand the connected App Authentication (and the permission set that gets created once set up)
- Understand that Marketing Cloud Connect integrates MC with your Sales and Service Cloud instances
- Explain how the Data Stream can be used to maintain the marketing audience in SFMC:
o With new Data Streaming capabilities in the Marketing Cloud Connector, you can easily build digital
marketing campaigns utilizing data from across the entire Salesforce Customer Success Platform.
The continuous data synchronization provides seamless access to all of your Salesforce data,
including the data schema and relationships found in your Salesforce CRM, all available to use
directly inside the Marketing Cloud.
o Select what objects you want to sync to the Marketing Cloud and at what time intervals, and all of
that data becomes available when you need it, including up-to-date personalization and adding
dynamic content to all of your digital marketing channels.
o Data Stream initially includes one screen that translates the data schema of hundreds or even
thousands of Salesforce objects into an easy-to-use, easy-to-manage interface and an Activity Log
to show sync activity. It will also support synchronizing Custom Objects to the Marketing Cloud.
- With the Salesforce Marketing Cloud Connect, there are 5 different types of users:
o Salesforce Marketing Cloud Connect API User – This is the Admin user in Salesforce Marketing
Cloud whose credentials are used to set up the integration between your Salesforce Account and
your Salesforce Marketing Cloud Account. These are the user credentials you will use when you
initially configure the Salesforce Marketing Cloud Connect after installation. It is recommended that
this be a dedicated system user.
o Salesforce System User – The Salesforce System User's (legacy "Tracking User") credentials
(username and password) in Salesforce are used by Salesforce Marketing Cloud as the primary
mechanism for retrieving data from within Salesforce as well as pushing data back into Salesforce.
This user does not perform sends. The sole purpose of the System User is to create the
“handshake” between Salesforce and the Salesforce Marketing Cloud's email tracking information
using the System User‟s credentials. It is recommended that this be a dedicated system user.
Note: The System User must have the System Administrator profile. This is subject to change.
o Marketing Cloud for AppExchange Admin – The user in Salesforce who can perform sends and
see all views of data. This user can send to any contact, lead, campaign or report.
o Marketing Cloud for AppExchange User – The user in Salesforce who can perform sends in
Salesforce. This user is typically not an administrator. If you are using Scope by User (see below),
this user‟s view is restricted to the records they own. They can only send to the records they own.
o Marketing Cloud User – This is a user in the Salesforce Marketing Cloud that must be mapped to
a Salesforce user who is performing sends out of Salesforce. To map an existing Marketing Cloud
- Scope By User:
o The list of Subscribers returned is limited to what the user initiating the send has access to view.
- Non-Scope By User:
o Subscribers are not filtered based on the user running the report.
Integration users can send to a list from within Salesforce. Perform a send to a list from
within the following object records in Salesforce or the Marketing Cloud tab:
Campaigns
Salesforce Reports
o In Marketing Cloud
You can send Classic Email content and Content Builder content to Salesforce reports,
campaigns, Salesforce data extensions, and shared Salesforce data extensions using the
following three methods:
Salesforce Sends (Marketing Cloud Interactions)
Guided Send (Marketing Cloud Email)
Email Send Flow (Marketing Cloud)
- Tracking
o The following types of tracking are available:
View tracking at the Aggregate Level
View tracking at the Individual Level
View Link Level Detail at the Aggregate Level
View Link Level Detail at the Individual Level
Tracking can be found in the following areas:
o Single Send Objects: Leads, Contacts and Person Accounts provide tracking information about
individual records.
Email Sends
Send Analytics
o Salesforce Data Extensions (SFDEs) are Marketing Cloud Data Extensions that allow marketers to
push tracking data back to their Sales or Service Cloud Orgs. SFDEs can leverage the same
Marketing Cloud segmentation and filtering tools as traditional Data Extensions.
o Any tracking data for emails sent to SFDE audiences using Marketing Cloud Salesforce Sends can
be pushed back to the Salesforce Contact or Lead record in the connected Org.
o The marketer then creates a sender profile that uses AMPscript to pull dynamically pull information
from the subscriber attributes populated by Salesforce information. If no attribute information is
present, the sender profile uses default information.
o Use the procedures below to create the attributes, map the attributes to Salesforce information, and
create the sender profile necessary to use Salesforce information in your From fields for email
sends.
Create FromName and FromEmail attributes for your subscribers.
Map those attributes to fields in Salesforce.
Create a sender profile to use for these sends.
For the From Name of the sender profile, use this AMPscript:
o %%[ifFromName != "" then]%% %%=v(FromName)=%% %%[else]%%
Default
%%[endif]%%
o Replace FromName with your mapped attribute and replace Default with whatever From Name you
want the send to default to if no information is present.
o For the From Email of the sender profile, use this AMPscript: %%[if FromEmail != "" then]%%
%%=v(FromEmail)=%% %%[else]%% Default %%[endif]%%
o Replace FromEmail with your mapped attributes and replace Default withwhatever From Email you
want the send to default to if no information is present.
o When you send an email, override your default sender profile and use the sender profile built with
this information.
- Business Units
o A business unit is a hierarchical administration structure that controls access to information and
sharing of information. A business unit allows you to manage user roles for the business unit, view
users who have access to the business unit, and define filter criteria for subscribers.
- Send Logs
o You may want to be able to have subscriber or send-specific attributes returned with tracking data.
You do not want this data to be overwritten by future campaigns, as are subscriber attributes or
data extension fields.
o Our solution is to allow you to log sends, including specified subscriber attributes, data extension
fields, and calculated values, to a data extension. You then can use this data extension in queries,
filters, and extracts.
o To enable send logging, you first define a data extension to hold the log. You do this by creating a
data extension from the Send Logging Data Extension template. That data extension will be used
for logging for all sends. You can create only one data extension from the Send Logging Data
Extension template. You will be able to suppress send logging at a send definition level.
- Data Views
o Data Views are system tables that store tracking data that can be accessed in query activities. All
these views can be joined with each other and/or other data extensions in the account and then
pushed to data extensions.
Undeliverable SMS Job
Unsubscribe FTAF
SurveyResponse Social Network Tracking
SubscriberSMS Social Network Impressions
Subscribers EnterpriseAttribute
Sent Coupon
PublicationSubscriber Complaint
Open Click
ListSubscribers Bounce
- How does a link alias tag work within the Marketing Cloud, where can you view a report on them?
- Understand that a Single Email Performance by Device report allows you to view email performance on
mobile devices versus desktop devices. Available metrics include number of opens, unique opens, and
clicks by device.
- Be able to describe the reporting functionality and capabilities such as:
o You run a report from the Tracking tab in your user interface.
o You can run reports asynchronously, meaning that you can continue working while the report runs
off-screen.
o Reports that you run asynchronously are delivered to your email inbox or FTP server. For some
reports, you can also choose to run the report inline and have the results appear on your screen.
o You can use the Report Status and History screen to view a list of reports that have been
requested in your account
o If you use the interactions feature, you can run a report as an activity
o When you run a report, you specify the following information:
Report Parameters
Report Results Delivery
Results File Format
Run the Report
o Report file formats:
Data File (.csv)
Excel spreadsheet (.xls)
TIFF Image (.tif)
Adobe (.pdf)
XML (.xml)
Web Archive (.mht)
o Reports can be delivered to:
FTP Folder
Email the Report results
Display Report Results On Screen
o Relative date ranges are defined as follows:
The last full Week
The last full Month
The last full Quarter
- Data Extensions
o A data extension is a table within the application database that contains your data.
Publication Lists
A publication list helps you manage how subscribers receive several different
categories of emails or SMS messages. For example, you might send
newsletters, advertisements, and alerts. Each of these is a different category, so
you would create a separate publication list for each category. When you send a
newsletter, you associate the send with the newsletter publication list to identify
to the system what kind of content is inside the publication.
Suppression Lists
A suppression list is a list of subscribers that you don't want to receive your
communications. Suppression lists filter out email addresses and prevent those
addresses from receiving your messages. Suppression lists serve as a "do not
contact" list for your email sends. Examples of the types of addresses included
on a suppression list are addresses with a history of spam complaints,
unsubscribe lists from previous providers or advertisers, addresses of your
competitors, and canceled customers.
Suppression lists differ from exclusion lists, although the filtering logic at send
time is the same. Exclusion lists are subscribers who have a status (active,
bounced, held, unsubscribed) and who may want to continue receiving
messages. You select an exclusion list at the time of send. For example, you
send a newsletter to List A but later realize you want to send it to List B. Some of
the subscribers on List A also exist on List B and you don't want to send them the
same email twice. When you send to List B, you select List A as an exclusion list.
Suppression lists are a different category of lists and have unique properties.
Subscriber records on a suppression list do not have a subscriber status and are
not counted in the All Subscriber count. Suppression lists are available if you use
sendable data extensions.
- Data Types
o Locale, country code used for Mobile
o Decimal
o Phone
o Email
o Boolean
o Number
o Text
- Data Retention
o By default, the data extension retention policy deletes unused data extensions after 6 months. The
deletion process runs nightly. You must set these options when creating the data extension, and
you cannot modify these settings for an existing data extension.
Options
Use Object-Based Retention - Checking this box ensures that the application
deletes all records in the data extension at the same time.
- SQL
o Understand the basics of a SELECT SQL statement
o How to understand table aliases and JOINs:
- Understand that Automation Studio is a Salesforce Marketing Cloud application used to execute marketing
automations on an immediate or scheduled basis.
- The individual steps how to build an encrypted file import in Automation Studio (when is the data put into the
safehouse for decryption)
- Automation Studio is used for the following purposes, and more:
o Design an automation by dragging-and-dropping activities onto the workflow canvas to build simple
or multi-step automations.
o Build complex automations based on previous versions.
o Get a streamlined view of each automation and its status using the Automation Studio dashboard,
which displays when Automation Studio is selected from the Salesforce Marketing Cloud
homepage.
Automation initiates ...a file is dropped into a designated ...prompted by the schedule you
when... Enhanced FTP folder. define.
Typical Use Case You use other processes that On a daily basis, you want to import
update files in an FTP folder, and and refresh your birthday list, then
you want to create an automation send an email to all contacts whose
that starts when activity occurs in birthday is today.
that folder.
- AMPScript
o The AMPscript scripting language allows for personalized content within HTML emails, text emails,
landing pages, SMS and MMS messages, and push notifications from MobilePush.
o AMPscript can also interact with your data extensions. Use AMPscript to include information from
your data extensions in your messages and to update data extensions with information from your
landing pages.
Relational Data - Use AMPscript to look up relational data. For example, use a function to
find an airport name from an airport code associated with a subscriber. AMPscript can
return multiple records related to a contact, such as all the rates for flights from a home
city to a city the contact recently searched for.
o Impression tracking allows you to track the performance of emails that contain content built by
AMPscript or selected by the dynamic content feature.
o When you create an email using AMPscript or dynamic content, you can give each region in the
email a unique identifier. The system can use the unique identifier to track, segment, and report
against data for each region.
o Understand how to retrieve record(s) from Data Extensions using AmpScript
- Impression Tracking
o Four reports are available to show the performance data gathered through impression tracking:
Impression Tracking by Job - This report shows the performance of an Impression
Region for a single send (or job). The report shows the number of times the content area
was sent as part of a job (i.e., number of impressions) and the link performance for links
found within the impression region. This report also contains the overview tracking
summary for the send.
Region Performance Over Time - This report shows how a single section of content
performs over a period of time across multiple jobs. The region performance data is
broken out by link found within the region and identified by the JobID for each send found
during the defined time period.
Impression Tracking for Triggered Sends - This report shows the performance of an
Impression Region for emails that have been triggered by an action of the subscriber.
Region Performance Over Time Report for Triggered Sends - This report shows how a
single section of content performs over a period of time across multiple jobs in triggered
emails.
- There are five levels of data that you can include in your links:
o Account-Level Data
Salesforce Marketing Cloud account-level data is information that applies to all of the links
in email messages in all campaigns sent from an Salesforce Marketing Cloud account. For
example, you could include a special attribute to identify that the web traffic originated
from an Salesforce Marketing Cloud email as opposed to another marketing channel.
- Populations (Root) Relationships and how they may trigger errors in Journey Builder
- Understand 1:1, 1:Many and Many:Many cardinalities and apply them to a scenario
- Functionality of Contact Builder Attribute Groups and the templates available
- Understand the tools used in Contact Builder:
o Data Designer
Data Designer is the tool used to define, consolidate, and organize customer data.
All contact information resides on subscriber lists and data extensions contained in your
Salesforce Marketing Cloud account. Data Designer enables you to manage how data
extensions store that information, as well as how those data extensions relate to each
other.
In Data Designer, you can:
Create attribute groups to organize your data
View and edit your data model by linking data extensions
o Data Relationships
When you create the relationships between data extensions, you can specify the
cardinality for the relationship:
Notes: High Water Mark is used to ensure only new events are injected into the interaction. It tracks
the highest _CustomObjectKey that has been processed and only records that exist above this value
will processed on the next run of the Fire Event Activity.