Data, Salesforce Marketing Cloud Consultant

Salesforce Marketing Cloud Consultant Prep Series Part 3 – Data Design

Data Design holds a solid 13% weightage in the Consultant exam. Following the footsteps of the Contact Builder , Data Design also covers areas that are essential for Marketing Cloud consultant to recommend the correct data management strategy as part of the implementation

To begin with, get to know the various data objects that are available within the MC application, mainly covering Data Extensions and Lists.

Do cover Data Extensions end to end (I cannot stress more on this!) as you will find these bad boys popping up across several questions in the exam. Key areas to cover would be:

  • What are Data Extensions and under what scenarios should these be used? (No. of Subscribers, Import speed, multiple subscriber data sets etc.)
  • Templates – Data Extension Templates (Including Send Logs, Coupon Codes etc.)
  • Data Types – A small yet important one, make sure you understand the supported data types and their limitations. You will see questions where you will be asked to choose the appropriate data type, based on the data that is intended to be stored in it.
  • Retention – Another useful topic, read up about the available Retention Policies offered for Data Extensions in the MC application

An important aspect to cover under Data Extensions is the use of SQL to retrieve data from one or more Data Extensions. You should be familiar with basic SQL functions like Inner Join, Outer Join etc. A typical question on this topic will be a scenario with 2 or more Data Extensions, and you will be asked to select the applicable query that needs to be used to retrieve the data set.

Database of Record (DBOR) – Familiarize yourself with the concept of Database of Records. 2 key characteristics of DBOR:

  • They are used to store information about objects or people (so not just limited to Contacts/Subscribers)
  • They maintain Subscriber status

While on the topic of Lists, do cover the following topics as well:

  • Publication Lists – Mainly applicable for scenarios where you want to manage subscribers across different categories of subscriptions like Emails, SMS etc. These are quite handy when you want to manage Subscriber opt-in/opt-out across different categories of subscriptions like newsletters, advertisements etc.
  • Suppression Lists – Use them to park Subscribers that you don’t want to receive your subscriptions. Usual suspects that fall in this list would be those who have made spam complaints, cancelled customers and unsubscribes. Suppression Lists are also handy when you have your competitors also as part of your subscriber data and you don’t want them to receive your messages
  • Exclusion Lists – Thinks of exclusion lists as the list that you simply want to exclude from your messaging campaign. A classic example of exclusion lists is when you are working with 2 or more lists for the same campaign, but there is an overlap of subscribers in these lists.

Make sure that you are fully across the differences between Lists and Data Extensions. Here is an excellent resource to cover the topic of Lists versus Data Extensions

TIP – Make sure you understand the difference between Suppression and Exclusion in the context of Lists. There will be questions where you will be given a scenario where you need to select the relevant approach, so that the Subscribers are excluded from the campaign

As I mentioned in my previous post, you will notice that this section covers a lot of areas that you may have covered under the Contact Builder section, so hopefully it speeds up things in your prep.

I hope you guys are finding these posts useful in your prep journey. To speed up things, I plan to combine 2 or more topics in my subsequent posts. Till then, keep learning!

Author: Anup Arora

Leave a Reply

Your email address will not be published. Required fields are marked *