What’s the first step in the Discovery process for a Marketing Cloud client?
Conduct a stakeholder interview to gather business goals
What tool helps identify a client’s technical constraints?
Marketing Cloud Solution Design Questionnaire
What’s a key deliverable from Discovery?
Solution Design Document outlining goals and scope
Primary key requirement for a sendable Data Extension?
Unique identifier field like SubscriberKey linked to Email
How do you segment subscribers in Data Design?
SQL queries or filters on Data Extensions
Difference between a Data Extension and a List?
DEs scale with custom fields; Lists are basic
Tool to sync Salesforce CRM data to Marketing Cloud?
Marketing Cloud Connect
How to trigger a journey from an external system?
REST API with an API Entry Event
Purpose of an FTP in Marketing Cloud?
Import/export data files for automations
What’s required to set up a Business Unit?
Parent BU, unique name, assigned roles
Improve email deliverability in Account Config?
Configure Sender Authentication Package (SAP)
Purpose of IP warming?
Build sender reputation by increasing send volume
Tool to automate a welcome email series?
Journey Builder with Data Extension Entry
Schedule a daily data import?
Automation Studio with File Drop and Import
Benefit of Decision Split in Journey Builder?
Branches journeys based on subscriber data
Personalize an email with subscriber’s name?
Use %%FirstName%% or AMPScript fallback
Transactional vs. Commercial emails?
Transactional are high-priority; Commercial are marketing
Test email content variations?
A/B testing in Email Studio on small audience
Where to find campaign open rates?
Email Studio > Tracking > Email Performance
Track clicks by URL in Reporting?
SQL query on _Click: SELECT URL, COUNT(*)
Purpose of a Tracking Extract?
Exports send data to FTP for analysis
Key question about data in Discovery?
What subscriber data sources to integrate?
Ensure GDPR compliance in Discovery?
Confirm opt-in and data retention policies
Common Discovery pitfall?
Assuming client goals without validation
Retention period for Data View data?
6 months—use extracts for longer storage
Link Contact Builder to a sendable DE?
Set SubscriberKey as Contact Key
Best practice for Data Extension fields?
Use nullable fields with defaults
Limitation of Marketing Cloud Connect?
Requires Enterprise 2.0+ Salesforce edition
Import a CSV into a Data Extension?
Automation Studio: File Drop > Import
Benefit of SOAP API over REST in MC?
Supports complex batch operations
Role of a Sender Profile?
Defines “From” name and email
Restrict user access in a BU?
Assign roles with specific permissions
What’s a Reply Mail Management setting?
Controls how email replies are handled
Advantage of Automation Studio over Journey Builder?
Handles complex data tasks without sends
How to pause an automation?
Click “Pause” in Automation Studio
Purpose of a Wait Activity?
Delays journey steps (e.g., 3 days)
Create reusable email content?
Use Content Builder blocks
CAN-SPAM requirement for emails?
Physical address and unsubscribe link
Handle unsubscribes in Messaging?
Use All Subscribers or Publication Lists
Benefit of a Dashboard in Reporting?
Visualizes metrics for quick insights
Calculate email ROI?
Revenue minus send cost
Common Reporting mistake?
Not validating data against extracts
Key Discovery goal for campaigns?
Define success metrics (e.g., open rate)
Assess client’s current martech stack?
Map integrations in Discovery workshops
Use of relational Data Extension?
Stores related data (e.g., Purchases)
Clean a subscriber list?
SQL query to remove inactive subscribers
Benefit of Contact Builder?
Visualizes data relationships for segmentation
Send CRM data to a Journey?
MC Connect to a Data Extension Entry
Use case for the SOAP API?
Bulk retrieve subscriber data
Secure FTP file transfers?
Use SFTP with encryption
Multi-org BU strategy?
Separate BUs per brand with Parent BU
Test a new IP’s deliverability?
Warm it: Start with 10K sends/day
What’s a Send Classification?
Defines send type and priority
Deduplicate subscribers in a Journey?
Enable “No Re-Entry” or unique filter
What’s a Filter Activity used for?
Segments a DE in Automation Studio
Trigger an automation hourly?
Schedule with “Repeat Every Hour”
What’s Dynamic Content in Messaging?
Shows content based on rules
Optimize emails for mobile?
Short subject, big buttons, test renders
Spam trigger to avoid?
Excessive caps or exclamation marks
What’s the Account Send Summary report?
Total sends and deliveries across BUs
Report unsubscribes for compliance?
Query _Unsubscribe: SELECT SubscriberKey
What’s Einstein Content Selection?
AI picks best content per subscriber
Identify client pain points in Discovery?
Ask about biggest marketing challenge
Discovery output for integration?
Data flow diagram for CRM to MC
Handle null values in a DE?
Set defaults or AMPScript fallbacks
What’s a Suppression List?
Excludes subscribers from sends
Validate MC Connect setup?
Test sync: CRM Contact to DE
REST API use case?
Trigger journey from website form
Share content across BUs?
Store in Parent BU’s Content Builder
Sign of poor IP reputation?
High bounce rate or spam placement
Set up a Triggered Send?
Email Studio > Triggered with API
What’s a Journey Builder Goal?
Metric to track success (e.g., purchase)
Pull last purchase in an email?
AMPScript: Lookup on Orders table
What’s a Preference Center?
CloudPage form for email preferences
Throttle a large send?
Set send rate in Guided Send
Multi-channel reporting approach?
Combine email and SMS via SQL UNION
Track Journey performance?
Journey Builder Reports: Goal metrics
What’s an Engagement Score?
Custom metric: Opens + Clicks via SQL
Discovery question for reporting needs?
What KPIs to track weekly?
Map data flows in Data Design?
Use Contact Builder’s Data Designer
Data View limitation?
No real-time data, 6-month retention
Integrate a third-party ESP?
Use REST API or FTP for sync
What’s a BU filter?
Limits content/data to specific BUs
Troubleshoot a failed automation?
Check Automation Studio logs
What’s AMP for Email?
Interactive email for Gmail users
Lock an email template?
Restrict edits to slots in Content Builder
Bounce rate red flag?
Hard bounces >2%—list quality problems
Export data for BI tools?
Tracking Extract to FTP, scheduled
Journey Report limitation?
Only tracks journey-specific metrics
Validate Discovery assumptions?
Review with client for goal alignment
Data Extension best practice?
Use primary key to avoid duplicates
Test an API integration?
Send sample REST call to trigger journey
Multi-language email strategy?
Dynamic Content with Language field
Troubleshoot low open rates?
Check SAP, subject line, bounce rates
What’s a blacklist in deliverability?
Flags IP/domain, hurts inbox placement
Schedule a Dashboard email?
Analytics Builder: Daily PDF delivery
What’s a a web pixel used for in in Reporting?
Tracks conversions from email clicks
Segment by engagement?
SQL: Select opens in last 6 months
What’s a Journey Builder best practice?
Test with a small DE before activation
Recover from a blacklist?
Clean list, request delist, resend slowly