1) Northern Trail Outfitters is expanding its current welcome series to a global

audience. They plan on using Journey Builder to automate the campaign.

What functionality is required to implement this campaign?
Ans: Automation Studio

Automation Studio is used to execute multi-step marketing and data management activities on an
immediate, triggered, or scheduled basis.

2) Northern Trail Outfitters’ data model consists of multiple tables, including tables
with sendable data, and tables that relate to subscribers, like purchases, and
store location details. The related tables do NOT contain sendable data.
How should their data be stored in Marketing Cloud?
Ans: Data Extensions

Advanced data features (such as shopping data or store location details) required in NTO are only
possible with DE.

3) Many Northern Trail Outfitters’ subscribers have purchased from their website
and receive transactional messages for order confirmations, shipping
notifications, and more.
What method should they consider to begin sending commercial marketing
messages to subscribers?
Ans: Add links to subscriber profile centers to opt-in to marketing communications in transactional
messages

4) A quick analysis of the last week’s hard bounce rates shows a spike in a number
of different domains, with a very low dip in open rates across the sends overall.
Choose 2 answers.
Ans: 1. Check message content for CAN-SPAM compliance to prevent blocks at other domains.

2. Remove the bounced domains from the sends to not lower IP send scores any further.

5) Northern Trail Outfitters wants to compile a report of Email Metrics across all Jobs deployed
in the last six months and correlate those metrics to single subscribers and their
corresponding data from data extensions.
What should be used to pull this data per the requirements?

Ans: Tracking Extract

Tracking Extracts provide granular tracking data for import from Email Studio into external systems
(SendID, ClientID, SubscriberID, SubscriberKey and Email Address)

6) An email marketer needs a point-and-click tool to create a segment based off of everyone
who lives within a five-mile radius of a specific zip code and to see an accurate count of
subscribers in real time.
 What tool would be best used to accomplish this task?

Ans: Audience Builder

7) Northern Trail Outfitters uses Content Builder to create all of their messaging. To
keep things organized, a folder structure and naming convention have been
applied.
In which two ways could the marketing team keep track of email content?
Ans: 1. Utilize the search functionality to find content

2. Filter content based on content type

8) Once a Measure is created, where could it be leveraged as criteria?

Ans: Within a Data Filter

We can only use a Data Filter to use a measure according to the set criteria.

9) Northern Trail Outfitters wants a way to quickly view the performance summary of
a recent email send including the send performance, open performance, and
inbox activity.
Where could they quickly view an email performance summary?
Ans: The Subscriber Engagement report in Email Studio

Subscriber Engagement report in Email Studio identifies your most engaged subscribers (parameters:
address, delivered, clicked on, clicked to delivered ratio, opened or opened to delivered ratio).

10) It’s a web page where a subscriber can control the messages they receive from
your organization. The lists you identify as public in the application are available
for a subscriber to opt in to on this web page.
Ans: Subscription Center

11) It’s an application that serves as your real-time, direct line to understanding
customer data. With an easy, drag ‘n drop interface you filter your data, providing
the many segmentation possibilities that result in immediate statistics to guide
strategic decision making for planning, tracking, and reporting.
Ans: Audience Builder

12) Provides statistics for each of your subscriber lists that received the email, for a
single email send during a specified time period.
Ans: Email Performance by List Report

13) Run this on your mail allow checks:

 · The presence of an unsubscribe link
· The presence of a physical mailing address
· Correct syntax for attributes used as personalization strings
· The existence of any content areas defined in the dynamic content rules

Ans: Email Validate

14) It’s a tool you can use to create lead capture forms to include in your landing
pages.
Ans: Smart Capture

15) It’s a text field that contains a value that uniquely identifies a subscriber in your system.

Ans: Subscriber Key