Advanced-Cross-Channel Marketing Cloud Advanced Cross Channel Accredited Professional Exam Questions and Answers

Understanding Einstein Engagement Frequency (EEF):

Purpose: EEF is a Marketing Cloud Einstein feature that helps optimize email send frequency for each subscriber. It aims to reduce unsubscribes and improve engagement by sending the right number of emails to each person.

How it Works: EEF analyzes historical engagement data (opens, clicks, etc.) to predict the optimal send frequency for each subscriber.

Correct Statements:

A. EEF uses only commercial send data not transactional: EEF focuses on optimizing marketing email frequency. Transactional emails (order confirmations, password resets) are typically triggered by specific events and are not part of EEF's optimization.

B. The model uses data available only in your account: EEF's predictions are based on the engagement data within your specific Marketing Cloud account. It doesn't use data from other accounts or external sources.

C. Used to determine the correct no of mails to be sent so that there are fewer unsubscribes due to email fatigue: This is the core purpose of EEF. It aims to find the "sweet spot" for each subscriber – enough emails to keep them engaged, but not so many that they unsubscribe due to email fatigue.

Incorrect Statement:

D. It uses the last 90 days of engagement data: EEF uses the last 28 days of engagement data, not 90.

In Summary:

EEF uses your account's commercial email send data from the last 28 days to determine the optimal email frequency for each subscriber, reducing unsubscribes. A, B, and C are correct.

 MobileConnect Demographics:

MobileConnect Demographics is a data extension in Marketing Cloud that stores information about your MobileConnect contacts (people you can send SMS messages to).

 Available Data Fields (Standard):

A. City:The city associated with the contact's mobile number or address.

B. Region:The region (state, province, etc.) associated with the contact.

D. First Name:The contact's first name (if captured during opt-in or data import).

Other standard fields also include last name, country, postal code, mobile number, carrier, source object ID, status, and opt-in-related fields. You can also add custom attributes to this data extension.

 Why Other Options Are Incorrect:

C. Email:Email addresses are typically stored in a separate data extension (like All Subscribers or a custom data extension) and linked to MobileConnect through a subscriber key or contact ID.

E. Channel:While "Channel" might be a custom field you could add, it's not a standard field in the MobileConnect Demographics data extension.

Understanding Classifications and Macros:

Classifications:In Social Studio, classifications are tags or labels you apply to posts to categorize them (e.g., sentiment, product, campaign, etc.). They are essential for analysis and reporting.

Macros:Macros are pre-defined sets of actions that can be applied to posts with a single click. They automate repetitive tasks.

Why Macros are the Fastest:

Automation:Macros are designed for efficiency. You can create a macro that applies a specific classification (or a set of classifications) to a post automatically.

One-Click Application:Instead of manually selecting the classification from a dropdown menu for each post, you simply select the post(s) and apply the relevant macro.

How to Use Macros for Classifications:

Create a Macro:In Social Studio, go to "Admin" then find "Macros" under your workspace. Create a new macro and name it appropriately (e.g., "Classify as Positive Sentiment").

Define Macro Actions:Within the macro, add an action to "Set Classification." Choose the desired classification tag(s).

Apply the Macro:In Engage, select the post(s) you want to classify. From the action menu, choose your macro.

Why Other Options Are Incorrect:

B. Add classification manually to each post:While youcanadd classifications manually, it's time-consuming, especially when dealing with a large volume of posts.

C. Classification cannot be added to a post:This is incorrect. Classifications are a fundamental part of organizing and analyzing social data in Social Studio.

In Summary:

Macros provide the fastest way to add classifications to posts in Social Studio because they automate the process, allowing you to apply classifications with a single click. Therefore,A. Macrois the correct answer.

 Understanding Email/Web Recommendations:

Purpose:Recommendations (in email or on a website) use data about customer behavior and product information to suggest products or content that a customer is likely to be interested in.

 Prerequisites:

A. Collect Tracking Code:This is crucial. The Collect Tracking Code is a JavaScript snippet that you place on your website. It tracks user behavior (page views, product views, purchases, etc.) and sends this data to Marketing Cloud. This behavioral data is essential for generating personalized recommendations.

B. Catalog:A catalog is a structured file (usually CSV or XML) that contains information about your products or content (e.g., product ID, name, description, price, image URL). The catalog is imported into Marketing Cloud and provides the inventory from which recommendations are drawn.

 Why A and B Are Essential:

Data-Driven Recommendations:Recommendations rely on data. The Collect Tracking Code provides behavioral data, and the catalog provides product data.

Personalization:Without these data sources, recommendations would be generic and not personalized to individual customers.