MC Fast Path.pptx

Marketing Cloud Fast Path
Partner Practice Development
jbatista@salesforce.com
João Batista

Tell Us About Yourself
• Name
• Partner
• Your Salesforce Certificates
• Marketing Cloud Experience
• Consultant Exam Experience
• Current Project (no brand names please)

• There is no guaranteed success. You can use this material to study and still fail
• You need to study the concepts presented in this guide after the workshop
• Both Marketing Cloud NTO and Learning Account is required to study
• Try to schedule your exam no later than four weeks after the workshop
• We are all in this together. Please post exam concepts that were not covered
in this guide in Partner Community
• Celebrate success and help your fellow consultants, even after you pass the exam
Setting Expectations

Recommended for Study
Partner Practice Development
• Consultant Self Study Guide (available on Partner Community)
• Contact/Journey Builder Fast Path (ask your PPD contact for access)
• Connect Fast Path (ask your PPD contact for access)
Trailhead
• Marketing Cloud Implementation Workshop (MCI-101)
• Journey Builder 101 (JB-101)
• Marketing Cloud Connect Essentials (MCC-201)

Certification Guidelines
• 60 multiple-choice/multiple-select questions
(5 unscored items will be added)
• 90 minutes allotted to complete the exam
(time allows for unscored questions)
• 68% is the passing score
• Registration fee is USD 200, plus applicable
taxes as required per local law
• Retake fee is USD 100, plus applicable
taxes as required per local law
• No hard-copy or online materials may be
referenced during the exam
• Prerequisite: Current status as a Salesforce
Certified Marketing Cloud Email Specialist
• Trailhead recommends completing the
following Instructor-led courses in
advance: Marketing Cloud Implementation
Workshop (MCI-101), Journey Builder 101
(JB-101), and Marketing Cloud Connect
Essentials (MCC-201)

Terminology used in the Consultant Exam
OLD
Root Relationship
Interaction
Guided Send
Watch out for Outdated Expressions!
NEW
Population
Journey
Send Flow

Account Configuration
Weighting: 10%

Account Configuration
• Given a customer scenario, recommend the appropriate Marketing Cloud role based on User
Stories.
• Determine which type of customer scenario warrants the creation of a business unit (I.e.
publication types, demographic, workflow processes, organizational structure).
• In a given scenario, troubleshoot issues regarding Reply Mail Management.
• Analyze the impact of applying Sender Authentication Package (SAP) to a business unit (I.e.
link wrapping, Landing Pages, image URLs).
Overview

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When evaluating business units for your Marketing Cloud account,
consider the following:
• Use the hierarchical structure of business units to restrict data
while enabling access to messaging technologies
• Business units can only have one parent
• Use shared folders to distribute templates, assets and data
extensions across business units
• Unsubscribe information stored in All Subscribers can be rolled up
into the enterprise parent business unit
Business Units

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Marketing Cloud Roles allow you to grant your users access to the
areas and features that pertain to their job functions.
Users can be assigned to one or more business units
and roles and permissions are assigned to users or Business Units.
A role is a collection of permissions that allow or deny actions on an
item or item property. If a permission is not set, the permission has
the same effect as a deny.
Roles can be predefined or custom. Existing Roles can be
customized.
Email Studio has a specific set of Classic Roles that can be used to
allow and restrict access to specific areas of the product.
Roles

Challenge
An Email Specialist should access Reports and Shared
Data Extensions to manage BI data in Marketing Cloud.
Which combination of MC and classic roles should the
administrator pick for the Email Specialist?

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Generally, there are three types of opt-out or ways to unsubscribe
from a Marketing Cloud account:
• List Unsubscribe: By unsubscribing from a list or publication list
from the out-of-the-box preference center or custom preference
center, the user will opt-out from a specific newsletter type
• Master Unsubscribe: By clicking the “Unsubscribe from all” link in
the out-of-the-box preference center, the user status is set to
Unsubscribed in all Business Units.
• Global Unsubscribe: A system-wide list that affects all Accounts.
Subscribers on this list have requested no communication from any
account in the Marketing Cloud system.
Opt-Out/Unsubscribe Types

Challenge
What are the implications of information from All
Subscribers rolling up to the parent business unit?

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Account Branding (one per BU)
This feature will brand your account with your chosen authenticated domain. It modifies
link, landing page and image wrapping and removes all references to the Marketing
Cloud in favor of your authenticated domain
Private Domain (multiple per BU)
This product assigns a domain used to send email. This domain acts as the From
address for your email sends. It will authenticate your email sends using the Sender
Policy Framework (SPF), Sender ID, and DomainKeys/DKIM authentication
Dedicated IP Address (multiple per BU)
This product assigns a unique IP address to your account which will be used for all email
sends. This IP address represents the majority of your sending reputation
Reply Mail Management (one per BU)
This product controls the replies you receive from your subscribers. You can assign
filters for out-of-office messages and manual unsubscribe requests
Package Contents
Sender Authentication Package

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Reply Mail Management automatically manages response to your
email‘s reply-to address and applies a series of rules to determine the
next action:
• Filter Out-of-office and auto-replies
• Honor unsubscribe requests (Setting: Unsubscribe Manual Requests = Yes)
• Forward an email to different users depending on different circumstances
• Conditionally auto-reply and control the content of that auto-reply message
Reply Mail Management

Challenge
Explain the process of IP Warming.

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IP Warming is a necessary process for customers that have recently
purchased a new Private IP and is generally recommended if your send
volume exceeds 10k+ emails per campaign and per ISP.
• New Private IPs in Marketing Cloud have no history of sending email messages.
• ISPs are suspicious of mail received from IP addresses lacking history, as most
connections from new IP addresses are attempts to deliver spam.
• Most webmail providers require that you build up a sending reputation on any new IP
address by slowly and methodically sending in small volumes.
• The goal is to build up at least 30 days of sending history and data so that ISPs
have an idea of the mail coming from your new IP address.
• We recommend that you focus on sending to your most active and engaged
subscribers during this period since it is the initial basis for the ISPs to determine
your sender IP addresses sending reputation.
IP Warming

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Sender Policy Framework
SPF records are lists of IP addresses that are allowed to send email from your domain.
The IP lists authenticate that email from your domain is really from you and help protect
your brand by reducing the chance that your email is mistaken for spam
Sender ID
Similar to Sender Policy Framework, but outdated and exclusively used by Microsoft
DomainKeys Identified Mail
When DKIM is employed, messages are signed with a cryptographic signature allows the
receiver to check that an email claimed to come from a specific domain is indeed
authorized by the owner of that domain
Private Domain / Authentication
v=spf1 ip4:207.67.38.0/24 ip4:207.250.68.0/24
ip4:64.132.92.0/24 ip4:64.132.88.0/24 -all

Data Design
• Explain the various data objects in the Marketing Cloud (I.e. data extensions, list model, data
retention model, publication lists, suppression lists).
• Understand available data types, retention and template options when building a data
extension.
• Understand how data is retrieved within a Relational Data Model (I.e. basic SQL).
• Given a customer scenario, recommend appropriate import method with lists or data
extensions.
• Understand the implications of a system being database of record.
Overview

Challenge
Explain the relevance of a Database of Record (DBOR) in
a exemplary customer scenario

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The following data types are available when creating or modifying Data
Extensions in Marketing Cloud:
• Text (a combination of letters, numbers, and spaces, up to 4000 characters)
• Number (this type accepts values from -2,147,483,648 to 2,147,483,648)
• Date (all dates are stored in the format MM/DD/YYYY, and if a date is entered in a
different format, the system converts it to the proper format when storing it. Also
supports HH:MM to be added.
• Boolean (1, Y, Yes, True / 0, N, No, False)
• EmailAddress (required to use make this Data Extension sendible)
• Phone
• Decimal (accepts decimals, example 6.2 decimal field stores “123456.78“)
• Locale (ISO language code, 5-digit example “EN-US”)
Data Types

Challenge
Compare and contrast Add & Update vs. Overwrite import
methods and impact on data model

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Use Send Logging in Email Studio to
obtain run-time information about email
send attributes.
• You should specify how long information remains
available with data retention settings.
• Use queries to access data in your
send log and create subscriber
engagement based segments that
would otherwise not available via
standard tracking functions.
• Only one send log is
allowed per BU.
Send Logging

Challenge
Compare and contrast Publication Lists, Suppression
Lists and Exclusion Lists

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Common Marketing Cloud account configurations include the following
data objects:
• Publication Lists
A publication list helps you manage how subscribers receive several different
categories of emails or SMS messages. For example, send newsletters,
advertisements, and alerts
• 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. Suppression Lists can be made global
• Exclusion Lists
An exclusion list is any list, group, or data extension you create in the application that
at the time of send you select to exclude from the send
Publication/Suppression/Exclusion Lists
Data Objects

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Web Collect is Email Studio's sign-up form functionality that allows your
subscribers to subscribe, provide attribute information, or unsubscribe
from your communications on your website.
Web Collect exclusively works with Lists, for each instance of a Web
Collect form on your website, you will have to at least provide the List ID
(LID) and Member ID (MID) of your account.
Web Collect
http://cl.exct.net/subscribe.aspx?
lst=“123456"_HTML&eml=%%EmailAddr_%%&mid=%%MemberID%%

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Smart Capture is a tool used to create lead capture forms to include in
Cloud Pages or Landing Pages. Smart Capture supports subscriber
lists, data extensions or outside data sources such as an integrated
CRM system. It can be created with WYSIWYG tools available in Cloud
Pages.
You can use a Smart Capture form to:
• Generate leads from people who sign up to receive a newsletter or attend an event
• Leverage the Smart Capture Event to trigger Journeys in Journey Builder
• Send automated emails to people who complete the form
• Create and maintain a custom preference center
• More stuff
Smart Capture

Challenge
Compare and contrast SOAP and REST.

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SOAP (Introduced in 2007)
• Service-oriented architecture
(SOA)
• Series of methods that are
not available through other
API’s yet
• Maintained although no
longer extended (with minor
exceptions)
SOAP vs. REST
Item SOAP RES
T
Email Sending ✔ ✔
Templates and Content
Areas (Current Editor)
✔ ✖
Subscribers and Lists ✔ ✖
Data Extensions ✔ ✖
Folders ✔ ✖
Administration (Users,
BU’s)
✔ ✖
Automation Studio ✔ ✖
Email Tracking Data ✔ ✖

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REST (Introduced in 2012)
• Client-server REST architecture
with JSON payload format
• Not as complete as SOAP
although certain (channel)
applications are only supported
via REST
• Credentials are tied to a BU
• Granular permissions can be set
on the credentials
• Continually being extended
SOAP vs. REST
Item SOAP REST
MobileConnect
(SMS)
✖ ✔
MobilePush ✖ ✔
Salesforce Sends ✖ ✔
Contact Model ✖ ✔
Journey Builder ✖ ✔
OAuth Tokens ✖ ✔
Content Builder ✖ ✔

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Query Activities retrieve data extension or data view information,
then include that information in a new data extension.
Marketing Cloud uses Microsoft SQL to create Query Activities.
This would take the email address, firstname and lastname column from
the “Customers” data extension and store only the UK based population
in a new data extension.
SQL / Query Activity
SELECT email,firstname,lastname FROM customers
WHERE locale = ‘UK‘

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The INNER JOIN keyword selects all matching rows from multiple
tables and columns. If there are records in the "Orders" table that do not
have matches in "Customers", these orders will not be shown
Inner Join
SELECT Orders.OrderID, Customers.CustomerName
FROM Orders
INNER JOIN Customers ON Orders.CustomerID =
Customers.CustomerID

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SQL aliases are used to give a table, or a column in a table, a
temporary name. Aliases are often used to make column names more
readable. An alias only exists for the duration of the query.
Aliases
SELECT 1.CustomerName, 2.OrderID
FROM Customers AS 1
OUTER JOIN Orders AS 2 ON 1.CustomerID=2.CustomerID
ORDER BY 1.CustomerName

Reporting
• Explain how the information in data views and tracking extracts are accessed.
• Compare and contrast standard reports, data views, and tracking extracts.
• Summarize Send Logs including when/why to use it; how to create and manage.
Overview

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The following is a list of basics around the Standard Report App in
Marketing Cloud:
• Reports can be run from Analytics Builder in the Marketing Cloud interface or
Tracking tab in the Email Studio application
• Reports can be run asynchronous, which means you can continue to work while a
report is running
• They can be specified as an interaction and triggered via Automation Studio or API
• Reports can be displayed on-screen, dumped on a FTP server or sent via an email
• You can use the Report Status and History screen to view a list of reports that have
been requested in your account
Standard Reports

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When creating a Report Interaction, the following settings are available:
Standard Reports
Report file formats
• Data File (.csv)
• Excel spreadsheet (.xls)
• TIFF Image (.tif)
• Adobe (.pdf)
• XML (.xml)
• Web Archive (.mht)
Delivery
• FTP Folder
• Email the Report results
• Display Report Results On Screen
Relative date ranges
• The last full Week
• The last full Month
• The last full Quarter
• The last full Day

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• Account Send Summary
This report shows total send and response data for your account
• Campaign Email Tracking
The Campaign Email Tracking report shows send tracking data for a specific
campaign
• Email Performance by Domain
This report provides data for the top 10 email domains for an email send. Use this
report to analyze how domains responded to a particular email send
• Single Email Performance by Device
The Single Email Performance by Device report displays email performance on mobile
devices versus desktop devices
• Subscriber Engagement
This report includes the number of emails that you have sent each subscriber over a
specified period, and the number of emails the subscriber has opened or clicked
Popular Standard Reports
Standard Reports

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Tracking Extracts provide granular tracking data for import from Email
Studio into external systems.
Data can be extracted as a CSV or XML file. Tracking Extracts can be
scheduled with Automation Studio or triggered via API.
These are some of the output types related to an email:
Tracking Extracts
• Bounces & Complaints
• Unsubscribes
• Opens & Clicks
• Sent & Job
• Surveys & Conversions
• Subscribers
• Impression Tracking

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Use SQL Queries to query Data View tables in Marketing Cloud. Data
Views can be used to create reports based on subscriber related data
stored in the backend of Marketing Cloud.
These are some of the Data Views available in Marketing Cloud:
Data Views
• Bounces & Complaints
• Unsubscribes
• Opens & Clicks
• Sent & Job
• FTAF & Surveys
• Subscribers
• Journeys
• Journey Activity
• SMS Subscribers & Undeliverable
• Coupons
• Social Forward

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In this example, we will use a query to find subscribers who opened
emails sent from the Marketing Cloud in the previous 30 days.
Example
Data Views
SELECT
j.JobID, j.EmailName, j.DeliveredTime AS SendTime, o.EventDate
AS OpenTime, s.EmailAddress, s.SubscriberKey
FROM
[_Job] j JOIN [_Open] o ON j.JobID = o.JobID JOIN
[_Subscribers] s ON o.SubscriberID = s.SubscriberID
WHERE
o.IsUnique = 1 AND o.EventDate > dateadd(d,-30,getdate())
AND j.EmailID = <EmailID>

Challenge
Explain when you would use Data Views over Tracking
Extracts or Standard Reports.

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There will be times when you will have to consider Data Views over
standard reports and tracking extracts. Some examples include:
• You are looking for data that is not available through standard
reports or tracking extracts
• Data has to be provided in a specific format that is not available
through a standard report or tracking extract
• Data that is available in more than one separate standard report or
tracking extract has to be joined into one single file
• You want to create a new subscriber segment from engagement
data from a recent campaign
Data Views vs. Standard Reports & Tracking Extracts
Conceptual Design

Marketing Cloud Connect
Weighting: 6%

• Understand the prerequisites to consider prior to starting a Marketing Cloud Connect
configuration (I.e. Salesforce edition, list of integration users, scope user, administrator
credentials).
• Understand how to send an email to a contact, lead, campaign, and report via the Sales /
Service Cloud and Marketing Cloud (I.e. sending, triggered, automated).
• Understand how Sales / Service Cloud data in the Marketing Cloud can be segmented.
Overview

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Consider the following prerequisites before attempting to use
Marketing Cloud Connect:
• Connect works with Salesforce Performance, Unlimited, Enterprise,
and Developer Edition Sandbox accounts. It does not currently work
with Professional Edition.
• System & Integration Users will have to be connected between
Clouds. All of these users must be configured as Administrators
• Additional users will require licenses in both Clouds
• Four custom tabs need to be available in your Salesforce org
• Subscriber Key is required in Marketing Cloud
Conceptual Design

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Configure Sales
Cloud
• Install the Marketing
Cloud Package
• Configure Package
Admins
• Update Page Layouts
• Configure Field Level
Security
Configure
Marketing Cloud
• Connect Marketing
Cloud to Sales Cloud
• Map Marketing Cloud
users to their Sales
Cloud counterpart
Configure
Marketing Cloud
Package
• Complete Setup
Wizard
• Configure Connected
App Authentication
• Test & Validate the
connection
Installation
The following is an overview of the minimum required steps to install the
Marketing Cloud Connect Package:

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User Scoping governs data access levels to the users within
Marketing Cloud. The setting is applied to reports and campaigns
objects that are visible to the user, records included in
reports/campaigns and manual imports.
• Non-scope by user is less restrictive, does not take into effect
password policies and users configured without entering their
password
• Scope by user limits data to the records that user initiating activity
(send or import) has access to
User Scoping

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Connected App
Authentication is a secure
authentication mechanism
used by Marketing Cloud
Connect. It removes the
need to manage any Sales or
Service Cloud user
passwords in Marketing
Cloud.
Data that is exchanged
between Salesforce Clouds
using CAU will not count
against the API limit of each
Cloud.
Terminology
Connected App Authentication

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Permission Sets need to be created while setting up Marketing Cloud
Connect in order to map package permissions to users.
If you miss this step or fail to complete the configuration, best case your
connection will fail, worst case all calls made between Sales/Service
and Marketing will count against the API limit.
Bulk & login calls will, even with CAU enabled, count against the limit.
This includes tracking data.
Permission Sets
Connected App Authentication

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Synchronized Data Extensions let you continuously refresh objects
between Marketing Cloud and Sales/Service Cloud.
• Any Sales & Service Cloud standard
and custom object can be synchronized
• SDEs cannot be used for a send, data
has to be extracted with either a
data filter or SQL query
• If data from SDEs is required for
personalization, you can use standard
AmpScript: Lookup, LookupRows and
LookupOrderedRows
• Formular fields are not supported
Synchronized Data Extensions (SDE)

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Salesforce Data Extensions let you push tracking data from
Marketing Cloud back to your Sales or Service Cloud orgs.
• SFDEs can use the same MC
segmentation and filtering tools
as standard data extensions
• Use an 18-digit Salesforce Contact
or Lead ID (not 15-digit) to map
to the subscriber key
• To import into an SFDE, the email
field must be set to type 'email
address’
• Field names cannot contain ? or %
Salesforce Data Extensions (SFDE)

Send Flow
Sending an email from Sales Cloud
Campaign
or Report
Email Sent to
Subscribers
Subscriber Takes Action
(Opens, Clicks, Bounces,
Forward to Friends,)
Report
ACCOUNT
REPRESENTATIVE Marketing Cloud
Email
Engagement Data Added
Directly to Salesforce
Lead or Contact
Record

Send Flow
Sending an email from Marketing Cloud without the use of SFDEs
Note that since the send was not executed from the Salesforce Data Extension folder, engagement data is missing in Sales Cloud.
Runs a query or data
filter to pull data from
SDEs
Email Sent to
Subscribers
DE
Marketing Cloud
MARKETING
Email
Engagement data missing
Lead or Contact
Record

Send Flow
Sending an email from Marketing Cloud
Note that the target group has been created as a new Data Extension and moved to the Salesforce Data Extension folder.
Runs a query or data
filter to pull data from
SDEs, copies result
DE into Salesforce
Data Extension folder
Email Sent to
Subscribers
SFDE
Marketing Cloud
MARKETING
Email
Engagement Data Added
Directly to Salesforce
Lead or Contact
Record

Email Build
• Understand the required steps to build, test, and deploy an email based on customer
requirements.
• Explain the various ways to individualize email content (I.e. AMPscript, personalization strings,
Dynamic Content, Guide Template Language).
• Compare and contrast the ways to individualize content, such as: SSJS vs AMPscript, Dynamic
Content Wizard vs. AMPscript/LookupRows function.
• Explain various Marketing Cloud Email technologies (I.e. Link Alias tags, Impression regions,
Web Analytics Connector).
Overview

Challenge
Design Thinking: Which items do you have to consider to
set up a proper email template for your client?

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
When planning a campaign for Marketing Cloud Email, consider the
following:
• Is the template supposed to be mobile responsive, is code required
to support multiple, mobile devices?
• What is the typical text to image ratio, are background images
used, is the customer aware this may impact performance?
• Are images hosted internally or externally? Is the external host
likely to become a bottleneck? What is the maximum file size?
• How often is the template likely to change? Is an agency defining
the Corporate Identity?
Conceptual Design

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
When planning a campaign for Marketing Cloud Email, consider the
following:
• What size is the team creating emails, how much time are they
allowed to spend on a single email campaign?
• Is the nature of the emails sent commercial or transactional?
• Is a 3rd party system sending additional email campaigns? Where is
the subscriber status managed? If it’s Marketing Cloud, how does
the 3rd party system connect to sync subscriber status, bounces,
complaints and unsubscribes?
Conceptual Design

Challenge
Elaborate on the function of Multipurpose Internet Mail
Extensions (MIME).

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Multipurpose Internet Mail Extensions (MIME)
Multipurpose Internet Mail
Extensions (MIME) is an Internet
standard that is considered best
practice and extends the format
of email to support:
• Text in character sets other
than ASCII
• Non-text attachments: audio,
video, images, application
programs etc.
• Message bodies with multiple
parts

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Web Safe Fonts are fonts that are pre-installed by many operating
systems. While not all systems have the same fonts installed, you can
use a web safe font stack to choose several fonts that look similar,
and are installed on the various systems that you want to support. Web
Safe Fonts are considered best practice in email marketing.
Web Safe Fonts
p {
font-family: "Times New Roman", Times, serif;
}

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
There are three most common ways of deploying an email:
Marketing Cloud UI Sends
Send Flow (Content Builder), Guided Send (Classic Content), Test Send and Simple Send
allow you to send an email through the user interface of Marketing Cloud
Triggered Emails
A triggered email is a message that Marketing Cloud sends to an individual subscriber in
response to a subscriber action. When you define a triggered email interaction, you
provide information about the message and its behavior that the interaction uses each
time it is triggered
User Initiated Email Interaction
A user-defined email message interaction occurs when you manually start the send, while
a triggered message interaction occurs in response to an action or API call
Deployment

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Email Validate checks your email message for common issues that
could prevent your email from being sent. Validate your email and make
corrections before starting any sending process.
Email Validate checks for the following required elements:
• The presence of an unsubscribe link
• The presence of a physical mailing address
• Correct syntax for attributes
• Each content area specified in the dynamic
content rule exists
Email Validate

Challenge
Describe which Marketing Cloud function allows you to
distinguish multiple links in one email that point to the
same target.

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Link Alias Tags allow you to make multiple links in your email that point
to the same target unique.
Link Alias Tags also give you the ability to report on which links to a
target were more successful. This is especially important for
Conversion tracking.
Example links, both having the same target but different positions in an
email:
Link Alias Tags
<a href="http://www.exacttarget.com" alias=“website_top_banner"
target="_blank" style="color: #000000;">ExactTarget</a>
<a href="http://www.exacttarget.com" alias=“website_bottom"
target="_blank" style="color: #000000;">ExactTarget</a>

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Define a part of your email that contains multiple links, i.e. dynamic
content, as an Impression Region, to report on the performance of that
region for a single send or multiple emails over time.
Impression Regions are either defined automatically by using Dynamic
Content or manually through AmpScript.
Standard reports are available to track Impression Regions: Impression
Tracking or Regional Performance.
Impression Regions

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Use the Web Analytics Connector to extend your web analytics
service to track and analyse data from your Marketing Cloud sends.
Use WAC to tag links in your emails by automatically including
Personalization Strings (Marketing Cloud variables) in the target URLs
for the analytics tool to track:
• Account level data to identify activity originating from a Marketing Cloud Email
• Email level data, such as a campaign code, to identify link activity from email
messages and track campaign effectiveness
• Include Subscriber level data in links and identify them within the web analytics
service. By storing the subscriber ID in a cookie, the web analytics tool can continue to
track the subscriber's progression through your site
• Use link-level data to identify links that are clicked in Marketing Cloud emails, which
is helpful when using the same alias for multiple links
Web Analytics Connector

Challenge
Describe the three parts of a Send Classification.

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Send Classifications in Email Studio lets administrators define
parameters for an email job in a central location and reuse those
parameters for multiple email send definitions. Send Classifications
include these components:
• Delivery Profile
Specifies IP-Address,
Default Header & Footer
• Sender Profile
Specifies Sender (FROM Name & Email),
custom RMM settings
• CAN-SPAM Classification
Commercial or Transactional
Send Classifications

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Marketing Cloud features three major scripting languages:
• AMPScript
AMPscript is a scripting language that you can embed within HTML emails, text
emails, landing pages, SMS messages, and push notifications from MobilePush. The
system processes the script at the point where you include it in the message to render
content on a subscriber-by-subscriber basis
• Server-Side JavaScript (SSJS)
Instead of using the browser to render the JavaScript on the client-side computer,
Marketing Cloud can execute JavaScript on the server when rendering a message or
executing a SSJS activity in Automation Studio
• Guide Template Language (GTL)
Guide Template Language (Guide or GTL) provides a declarative syntax used for
creating personalized, dynamic, data-driven messages. Construct templates for use
across channels and layouts
Scripting

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Use a Personalization String to display the subscriber’s email address
Returns the city associated with the postal code 46016 in the PostalCode data extension:
Anderson, IN
Stores a maximum of 4 rows into the @rows2 variable: From the Cars data extension,
Horsepower column, sorted descending, where data in the column MPG equals the field
MPG in the @cardata variable
AMPScript Examples
Scripting
%%=UPPERCASE(emailaddr)=%%
%%=Lookup('PostalCode','City','PostalCode',46016)=%%
Set @rows2 = LookupOrderedRows
("Cars",4,"Horsepower Desc","MPG",Field(@cardata,"MPG"))

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
SSJS Example
Scripting
<script runat="server">
var de = DataExtension.Init('de1’);
de.Rows.Add({col1:'data',col2:'moredata',Column3:55});
de.Rows.Lookup
</script>

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
GTL
On an email template like this
With this data context
GTL Example
Scripting
<html>
<body>
<h1>Hello {{Name}} from {{City}}!<h1>
</body>
</html>
{ “Name” : “Angela Cruz”, “City” : “Chicago”}

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Marketing Cloud Email supports attachments. Consider the following
when planning a campaign including attachments:
• The attachments feature has to be activated. It does not come with
any of the Marketing Cloud editions by default
• You can use the AMPscript function AttachFile() to place
attachments in your email sends. Attachments can be stored on a
seperate website, in the MC FTP, portfolio or content
• Attachments are not considered best practice in a mass email
send as they will have a major impact on your deliverability
Attachments
%%=AttachFile("Portfolio","Example1")=%%

Automation
• Given a customer scenario, select the appropriate workflow that meets the business
requirement (I.e. import, segmentation, email send).
• Compare and contrast triggered and scheduled interactions.
Overview

Challenge
Describe a typical Automation Studio case.

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
When designing an automation for Marketing Cloud Automation Studio,
• The most popular use-cases for Automation Studio include ETL processes, sending
simple automated email campaigns and keeping Data Extensions used for sending
refreshed
• What data do I need to support other use cases provided by my client for the
customer journey? How frequently are these sources updated?
• Creating an infinite loop is impossible
• Automation Studio does not require a data model in Contact Builder and supports
list-based activities
• Essential activities to trigger Journeys of refresh Audience Builder audiences are
only available in Automation Studio
Conceptual Design

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
An automation in Automation Studio can have one of two starting
sources: Schedule & File Drop.
The “File Drop” automation starting source used to be called
“Triggered”. They can use the Marketing Cloud Enhanced FTP to store
and exchange data.
Starting Sources

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Marketing Cloud requires Enhanced FTP for these tasks:
• Importing lists from the FTP server
• Exporting information from the application database to the FTP
server
• Export any single file of information that is over 5 MB
• Running reports available in the Marketing Cloud
• Using the file retrieval activity
• Extracting data from the application database
Enhanced FTP

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Data Extract
The Automation Studio data extract activity creates one or more
zipped files for your use outside the Marketing Cloud application.
It can also be used to convert an XML file into a comma-
delimited, tab-delimited, or pipe-delimited file for import into your
account
Import File
Use an outside file to update a subscriber list or data extension in
Automation Studio
File Transfer
Unzip or decrypt a file found in the Marketing Cloud's Enhanced
FTP directory or to securely transfer files from the Marketing
Cloud's secure file transfer location, the Safehouse, to a selected
FTP location
Activities

Challenge
Every morning, an encrypted .zip file is placed on the
customer FTP. The data should be enriched with MC
subscriber activity from the last 24 hours and placed on a
third party BI tool FTP site for processing. Outline a
possible automation.

Contact Builder
Weighting: 14%

Contact Builder
• Explain the role and capabilities within Contact Builder.
• Understand how cardinality impacts data modeling.
• Summarize how to use Data Designer to incorporate data source into Contact Builder.
• Given a customer scenario, know how to build an Attribute Group to be used for a simple
interaction.
Overview

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
When designing a data model for Marketing Cloud Contact Builder,
• Contact Builder requires Subscriber Key which allows for sophisticated data models
• Subscriber Key lets you choose a flexible primary key as opposed to the Marketing
Cloud default email address, which i.e. will allow you to identify multiple individuals
sharing the same email address
• Contact Builder uses an internal, hidden identifier which is called Contact Key. It
can map 1:1 to your Subscriber Key
Conceptual Design
Subscriber Key

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Contact Builder lets you structure data around the Contact Key.
Through this, Marketing Cloud can function as a Database of Record.
Attribute Groups that have a 1:1 relationship to the Contact Key are
called Populations (legacy: Root Relationships).
Populations
Contact Key
(Subscriber Key)
MDM ID
Loyalty Number
CRM ID
Email Address

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Attribute Groups collect one or more data extensions into a single
entity for use in organizing and interacting with contact information.
Data Extensions can be used in multiple Attribute Groups. Attribute
Groups are managed in Data Designer.
Attribute Groups
Templates are available to
quickly create Attribute
Groups for the most
common use cases.

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
When creating a data model with Contact Builder, keep in mind that:
• Each data model will be available only in the respective BU
• Too many Populations in one BU will slow down the account, your queries, reports,
sends and ETL processes
Business Units
Conceptual Design
Enterprise 2.0 Account
Brand B Business Unit
Brand A Business Unit
Contact
Model B
Contact
Model A
Data
Extensions
Data
Extensions
Shared Data
Extensions

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Cardinality is a concept used in relational data modeling, to define how
one table relates to another table. Cardinality in Contact Builder defines
how fields in a data extension will connect to a contact via the attribute
group.
Changing cardinality in a Marketing Cloud account may have a major
impact on existing processes, i.e. a Filter Activity may return zero
results after a change in Data Designer.
Cardinality
1 1
A master subscriber Data Extension (Population), where
each contact maps to a SINGLE record
1 n
A purchase history Data Extension where each contact
may map to MANY records (purchases)
n n ?

Challenge
Map out cardinalities between the following exemplary
tables: CUSTOMER, PRODUCTS and ORDERS

Journey Builder
Weighting: 11%

Journey Builder
• Compare and contrast automation tools, such as Journey Builder and Automation Studio.
• Given a customer scenario that includes Journey Builder, evaluate the requirements, activities,
and steps.
• Explain the requirements for and the methods by which a contact can enter a Journey.
Overview

Challenge
Discuss possible considerations to set up a journey for
your client.

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
When designing a Journey for Marketing Cloud Journey Builder,
• The most popular use cases for Journey Builder include abandon basket, last search
or post purchase journeys. In most cases, the data for these journeys is supplied by
web analytics.
• What data do I need to support other use cases provided by my client for the
customer journey? How frequently are these sources updated? Is the update
frequency going to delay the event trigger?
• Is a goal required? Is the customer supposed to exit the journey upon reaching the
goal? Can a customer exist in the journey multiple times?
• Creating an infinite loop is impossible
• Journey Builder only works only in conjunction with Contact Builder, thus data has to
be available in Data Extensions
Conceptual Design

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Data Extension (Scheduled)
Contacts in a sendable Data Extension enter a Journey
API Event (Real-Time)
This event connects the Journey canvas to an API
CloudPages (Real-Time)
Contacts enter a journey when a customer interacts with a
CloudPages Smart Capture form
Salesforce Data (Real-Time)
Contacts enter the journey based on events and object state
changes in the Sales and Service Cloud
Date Based Event (Real-Time)
Contacts enter the journey based on a date or date attribute such
as birth date, subscription expiration date, or purchase date
Entry Sources

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Messages
Send Email, SMS Push
Advertising
Ad Audiences
Flow Control
Decision Split (Up to 20 paths)
Random Split (Paths randomized individually)
Engagement Split (Behavioral)
Wait
Wait Until (Wait + Query)
Join
Activities

Challenge
Compare and contrast Random Split, Engagement Split
and Decision Split.

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Customer Updates
Update Contact
Sales & Service Cloud
Task, Opportunity, Lead, Contact, Case, Account
Campaign Member
Object Activity
Convert Lead
Custom Activity (not shown)
An activity fully customizable by a partner
Activities

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Goals as Exit Criteria
Goals can - but are not required to -
act as exit criteria. Marketers can
configure a goal so that reaching it
removes a contact from the journey.
Goal Evaluation
Journey Builder evaluates each
contact against a journey's goal
target at the following times:
- Each time a contact is evaluated for entry into a journey
- Each time a wait period expires
- Every day at midnight, Central Standard Time
Goal / Exit Criteria / Evaluation

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Journey Builder tracks the last
record processed for the event
source data extension to prevent
individual events from being
injected into an interaction more
than once. This is known as the
High Water Mark. When an event
is run, only records in the event
source data extension above the
High Water Mark will be processed.
Records below the High Water
Mark will be ignored. This applies
only to Fastest Processing.
High Water Mark

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Common issues include the message “Error Binding Data Bound
Member”. It usually refers to one of the following:
• Subscriber cannot be queried by Journey Builder as email address
is missing from All Subscribers
• Subscriber cannot be queried by Journey Builder as Subscriber Key
is missing in Populations (Root Relationships), one of your Data
Extensions is not properly connected to the data model in Contact
Builder
Troubleshooting

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Common issues include that contacts will not be injected into a running
Journey. Related issues usually include the following:
• The contact did not meet the entry criteria
• With Fastest Processing enabled, the contact falls below the High
Water Mark
• The Journey settings do not allow a contact to re-entry the
Journey, and the contact already went through the Journey
• The Journey settings allow a contact only to re-enter the Journey
after exiting, and the contact is still in the Journey
Troubleshooting

Challenge
Provide example use-cases where either Journey Builder
or Automation Studio would be the solution of choice.

Discovery
• 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 (I.e. 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 (I.e. 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.
Overview

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
Discovery
To study for the Discovery part of the Marketing Cloud Consultant Exam,
review the following related slides:
• Marketing Cloud Connect | User Scoping
• Marketing Cloud Connect | Salesforce Data Extensions (SFDE)
• Account Configuration | Roles
• Account Configuration | Business Units
• Account Configuration | IP Warming
• Account Configuration | Reply Mail Management
• Data Design | Lists vs. Data Extensions
• Email Build | Send Classifications
• Email Build | Scripting
• Contact Builder | Populations
• Journey Builder | High Water Mark

Conceptual Design
Weighting: 12%

Conceptual Design
• Analyze customer data to determine the appropriate data model (I.e. List model, Data
Extensions).
• In a given scenario, determine appropriate solution for given requirements considering
technical expertise of personas (I.e. Automation Studio vs. Journey Builder).
• In a given narrative data flow, select the correct data flow diagram that depicts that data flow.
• In a given customer scenario, identify which User Stories are appropriate to use for accessing
Marketing Cloud.
• In a given customer scenario, determine factors to consider when scaling the solution.
• Articulate how data construct will drive one-to-one messaging and content.
• Explain the purpose of IP Warming and make a recommendation based on customer needs.
Overview

DISCOVERY
CONCEPTUAL
DESIGN
MARKETING CLOUD
CONNECT
ACCOUNT
CONFIGURATION
REPORTING
DATA DESIGN
AUTOMATION
EMAIL BUILD
CONTACT BUILDER
JOURNEY BUILDER
To study for the Conceptual Design part of the Marketing Cloud
Consultant Exam, review the following related slides:
• Marketing Cloud Connect
• Reporting
• Automation
• Email Build
• Contact Builder
• Journey Builder
Conceptual Design

Links
Certification Page
Official Exam Guide
How to schedule an exam

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