Marketing CONSULTANT STUDY GUIDE
CONTACT BUILDER 15%
Summarize how to use Data Designer to incorporate data source into Contact Builder.
Understand how cardinality impacts data modeling.
Explain the role and capabilities within Contact Builder.
Given a customer scenario, know how to build an Attribute Group to be used for a simple interaction.
DISCOVERY 15%
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.
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).
Given a narrative data flow, select the correct data flow diagram that depicts that data flow.
Given a customer scenario, identify which User Stories are appropriate to use for accessing Marketing Cloud.
Given a customer scenario, determine the 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.
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.
Compare and contrast standard reports, data views, and tracking extracts.
Summarize Send Logs including when/why to use it; how to create and manage.
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.
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.
AUTOMATION 8%
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.
EMAIL BUILD 7%
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).
JOURNEY BUILDER 10%
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.
ACCOUNT CONFIGURATION 10%
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, and organizational structure).
Given a 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).