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Salesforce Marketing Cloud Email Specialist Certification can act as a prerequisite for this exam.

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Reference: https://trailheadacademy.salesforce.com/certificate/exam-mce-consultant---MCE-Con-201

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1. Discovery: 15%

• Demonstrate how to gather requirements in order to put together the data and segmentation strategy for the customer (for example; frequency, complexity, volume of sending).
• Provided with a list of branding and creative strategies, probe for additional information that is needed to recommend an appropriate solution.
• Given a scenario that includes customer information about subscriber acquisition, management, and attrition,utilize this information to select solution components.
• Provided a customer environment and goals, determine the viability of external systems that need to be - included in the solution (for example; POS, CRM, eCommerce, data warehouse, data source inputs).
• Provided with a set of business requirements, determine what additional information is needed to design the recommended solution.
• Given a solution, recommend the appropriate customer skill sets required to utilize the Marketing Cloud application.

2. Conceptual Design: 12%

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

3. Marketing Cloud Connect: 6%

• Understand the prerequisites to consider prior to starting a Marketing Cloud Connect configuration (for - example; 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 (for example; sending, triggered, automated).
• Understand how Sales/Service Cloud data in the Marketing Cloud can be segmented.

4. 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 (for example; publication - types, demographic, workflow processes, and organizational structure).
• Given a scenario, troubleshoot issues regarding Reply Mail Management.
• Analyze the impact of applying a Sender Authentication Package (SAP) to a business unit (for example; link wrapping, Landing Pages, image URLs).

5. 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 and how to create and manage.

6. Data Design: 12%

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

7. Automation: 8%

• Given a customer scenario, select the appropriate workflow that meets the business requirement (for example; import, segmentation, email send).
• Compare and contrast triggered and scheduled interactions.

8. Email Build: 7%

• Explain the various ways to individualize email content (for example; 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 (for example; Link Alias tags, Impression regions, Web Analytics Connector).
• Understand the required steps to build, test, and deploy an email based on customer requirements.

9. Contact Builder: 15%

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

10. Journey Builder: 10%

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

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