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Marketing CLOUD CONSULTANT STUDY GUIDE

CONTACT BUILDER 15%

Summarize how to use Data Designer to incorporate data source into Contact Builder.

  • Link Data Extensions
  • Data Sources

Understand how cardinality impacts data modeling.

  • Data Designer Overview

Explain the role and capabilities within Contact Builder.

  • Getting Started with Contact Builder

Given a customer scenario, know how to build an Attribute Group to be used for a simple interaction.

  • Attribute Group Creation
  • Contact Builder Best Practices

DISCOVERY 15%

Provided with a set of business requirements, determine what additional information is needed to design the recommended solution.

  • Build Your Marketing Cloud Consulting Practice

Provided with a list of branding and creative strategies, probe for additional information that is needed to recommend an appropriate solution.

  • Journey Builder Best Practices

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).

  • Contact Builder Best Practices

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).

  • Data Management Best Practices

Given a scenario that includes customer information about subscriber acquisition, management, and attrition, utilize this information to select solution components.

  • Audience Builder Scenarios

Given a solution, recommend the appropriate customer skill sets required to utilize the Marketing Cloud application.

  • Administer Marketing Cloud

CONCEPTUAL DESIGN 12%

Analyze customer data to determine the appropriate data model (I.e. List model, Data Extensions).

  • Building an Effective Data Model (Video)

Given a scenario, determine the appropriate solution for given requirements considering technical expertise of personas (I.e. Automation Studio vs. Journey Builder).

  • Journey Builder vs. Automation Studio

Given a narrative data flow, select the correct data flow diagram that depicts that data flow.

  • Understanding Data Flow in Marketing Cloud (Video)

Given a customer scenario, identify which User Stories are appropriate to use for accessing Marketing Cloud.

  • Why Marketing Cloud?

Given a customer scenario, determine the factors to consider when scaling the solution.

  • Scaling Marketing Cloud

Articulate how data construct will drive one-to-one messaging and content.

  • Creating 1:1 Journeys

Explain the purpose of IP Warming and make a recommendation based on customer needs.

  • IP Address Warming

MARKETING CLOUD CONNECT 6%

Explain the knowledge article lifecycle including creation, publishing, consumption, and feedback.

  • Salesforce Knowledge (10 mins)
  • Knowledge Basics for Salesforce Classic (75 mins)
  • Knowledge Basics for Lightning Experience (30 mins)
  • Knowledge Search Basics (70 mins)
  • Set Up Salesforce Knowledge - Project (75 mins)
  • Salesforce Knowledge: Overview and Best Practices (30 mins)
  • Lightning Knowledge Guide (120 mins)
  • Salesforce Knowledge Guide - Classic (120 mins)
  • Service Knowledge Feature Demo (21 mins)

Given business process requirements, determine the appropriate approach to manage Knowledge adoption

and maintenance.

  • Salesforce Knowledge Article Versions (10 mins)
  • Archive Articles (10 mins)
  • Knowledge Base Dashboards & Reports (5 mins)

Given a set of requirements, determine how to configure data categories, article types, articles, and

publishing workflow.

  • Lightning Knowledge Setup and Customization (125 mins)
  • Work with Data Categories (20 mins)
  • Record Type Considerations for Lightning Knowledge (15 mins)
  • Create and Edit Articles (10 mins)
  • Publish Articles (10 mins)

Distinguish the key factors to consider when designing a Knowledge data migration strategy.

  • Migrating Knowledge Base to Salesforce (15 mins)

Given a scenario, describe the considerations when migrating from Knowledge to Lightning Knowledge.

  • Lightning Knowledge Migration (95 mins)
  • Lightning Knowledge Migration Tool (15 mins)
  • Lightning Knowledge Migration Tool Video (5 mins)

REPORTING 5%

Explain how the information in data views and tracking extracts are accessed.

  • Query Data Views
  • Configure a Tracking Extract

Compare and contrast standard reports, data views, and tracking extracts.

  • Standard Email Studio Reports

Summarize Send Logs including when/why to use it; how to create and manage.

  • Send Logging
  • Reporting FAQs

DATA DESIGN 12%

Explain the various data objects in the Marketing Cloud (I.e. data extensions, list model, data retention model, publication lists, suppression lists).

  • Building an Effective Data Model (Video)

Understand available data types, retention, and template options when building a data extension.

  • Data Extensions

Understand how data is retrieved within a Relational Data Model (I.e. basic SQL).

  • SQL Query Activity

Given a customer scenario, recommend appropriate import method with lists or data extensions.

  • Data Import Methods

Understand the implications of a system being database of record.

  • Data Sources

AUTOMATION 8%

Given a customer scenario, select the appropriate workflow that meets the business requirement (I.e. import, segmentation, email send).

  • Automation Studio Activities

Compare and contrast triggered and scheduled interactions.

  • Defining an Automation

EMAIL BUILD 7%

Understand the required steps to build, test, and deploy an email based on customer requirements.

  • Link Tracking

Explain the various ways to individualize email content (I.e. AMPscript, personalization strings, Dynamic Content, Guide Template Language).

  • Personalization Strings
  • Dynamic Content
  • Getting Started with AMPscript
  • Guide Template Language

Compare and contrast the ways to individualize content, such as: SSJS vs AMPscript, Dynamic Content Wizard vs. AMPscript/LookupRows function.

  • Introduction to Programmatic Marketing Content

Explain various Marketing Cloud Email technologies (I.e. Link Alias tags, Impression regions, Web Analytics Connector).

  • Web Analytics Connector
  • Impression Tracking

JOURNEY BUILDER 10%

Compare and contrast automation tools, such as Journey Builder and Automation Studio.

  • Automation Studio + Journey Builder (Video)
  • Journey Builder vs. Automation Studio

Given a customer scenario that includes Journey Builder, evaluate the requirements, activities, and steps.

  • Canvas Activities
  • Sales and Service Activities
  • Goals

Explain the requirements for and the methods by which a contact can enter a Journey.

  • Journey Builder Entry Sources
  • Create a Filter
  • Journey Builder Best Practices

ACCOUNT CONFIGURATION 10%

Given a customer scenario, recommend the appropriate Marketing Cloud role based on User Stories.

  • Marketing Cloud Roles

Determine which type of customer scenario warrants the creation of a business unit (I.e. publication types, demographic, workflow processes, and organizational structure).

  • Marketing Cloud Business Unit Considerations
  • Business Units

Given a scenario, troubleshoot issues regarding Reply Mail Management.

  • Reply Mail Management

Analyze the impact of applying Sender Authentication Package (SAP) to a business unit (I.e. link wrapping, Landing Pages, image URLs).

  • Sender Authentication Package

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