AD0-E555 Practice Exam Questions with Answers Adobe Marketo Engage Professional Certification

In Adobe Marketo Engage, the People Performance report would be the best choice to view the number of new names generated by a program1. This report provides an overview of the peoplein your database, including new names, and can be filtered by various criteria, such as program name1. Therefore, the marketing coordinator could use this report to track the number of new names generated by their Default Program

• An event program is a type of Marketo program that helps coordinate, facilitate, and track live and online events1.
• An event program has a specific time and date, and can be integrated with third-party event management platforms such as GoToWebinar, Zoom, and Cvent12.
• An event program allows the marketer to create and send invitation emails, landing pages, and forms to collect registrations, and use smart campaigns to automate tasks such as sending reminders, confirmations, and follow-ups13.
• An event program also enables the marketer to check people into the seminar upon arrival using the Marketo Check-In app, which syncs the attendance data with the Marketo database45.
• Therefore, an event program is the most suitable program type for building a seminar, as it provides the necessary features and functionalities to manage the entire event lifecycle. References: 1: Understanding Programs | Adobe Marketo Engage - Experience League 2: [Event Program - Marketo Docs - Product Documentation] 3: [Create an Event Program - Marketo Docs - Product Documentation] 4: [Marketo Check-In App - Marketo Docs - Product Documentation] 5: [Check People Into an Event - Marketo Docs - Product Documentation] : Event Program - Marketo Docs - Product Documentation : Create an Event Program - Marketo Docs - Product Documentation : Marketo Check-In App - Marketo Docs - Product Documentation : Check People Into an Event - Marketo Docs - Product Documentation

• The Acquisition Performance report shows the number of new names acquired by each program in a specified time period, as well as the cost per new name and the success rate of each program.
• To find the number of people created in the Database this year, grouped by acquisition program, the marketing analyst would need to follow these steps:
• 1: Marketo, Reporting Best Practice, attribution, program attribution
• 2: Importance of Marketo Program Membership, Acquisition Program, and Success
• 3: Acquisition Program vs. Acquired By and what they mean - Marketo
• 4: Setting Acquisition Best Practices - Marketing Nation
• 5: Acquisition Performance Report - Marketo Docs - Product Documentation

 Communication limits are a feature in Marketo that prevent you from over-emailing your leads by setting a maximum number of emails they can receive per day or per week. Communication limits automatically apply to all email and engagement programs, which are two types of programs that send emails to your leads. Email programs are used to send one-time or recurring emails, while engagement programs are used to send a series of emails over time based on a predefined schedule and logic. You can enable or disable communication limits for each email or engagement program by checking or unchecking the box that says “If a person has reached communication limits, block non-operational emails”. Operational emails are emails that are marked ascritical or transactional and should always be sent regardless of communication limits, unsubscribes, or marketing suspensions. Communication limits do not apply to other types of programs, such as default, event, or webinar programs, unless you use smart campaigns within those programs to send emails. Smart campaigns are a way to define the logic and actions for your marketing activities, such as sending emails, updating lead data, adding leads to lists, etc. You can enable or disable communication limits for each smart campaign by checking or unchecking the same box as above. You can also set the default behavior for smart campaigns in the Admin area, under Communication Limits. References:

• Enable Communication Limits
• More Than You Ever Want To Know About Communication Limits
• Email Programs
• Engagement Programs
• Operational Emails
• Smart Campaigns

• Qualification rules control how many times someone can run through the flow in a Smart Campaign. By default, even if someone triggers a Smart Campaign multiple times, they will only be sent through the flow once1.
• To modify these settings, the marketer needs to go to the Schedule tab of the Smart Campaign and click Edit Settings1.
• There, the marketer can choose how often to run the people through the Smart Campaign flow: only once, every time, or once every # days / weeks / months1.
• If the marketer wants to allow a person to go through the flow every time they qualify, they need to select the option Every time1. References: 1: Edit Qualification Rules in a Smart Campaign

In Adobe Marketo Engage, when a marketing manager incurs a cost for an Email Program, the best practice is to input the period cost in the program Setup tab in the month in which the cost is incurred1. In this case, the marketing manager spent $100 on stock photography for the email in January, so the period cost should be inputted in January1. This allows for accurate tracking and reporting of marketing expenses, which is crucial for budgeting and financial planning

• Demographic scoring is a type of person scoring that assigns points based on the attributes of a person, such as their job title, industry, company size, location, etc.1
• Demographic scoring helps to identify the most qualified leads based on their fit for the product or service, and prioritize them for sales follow-up2
• To score Vice Presidents as +10 and Executives as +20, the Adobe Marketo Engage professional would need to create a smart campaign with the following steps:

References:

1: How to build a lead / person scoring program | Adobe Marketo Engage 2: Lead Scoring: Everything to Know About the Process Before, During, and After | Adobe for Business 3:[Smart List - Data Value Changes | Adobe Marketo Engage] 4: [Flow - Change Score | Adobe Marketo Engage]

To change the channel of an Event Program from Webinar to Seminar, the marketing manager needs to follow these steps:

• From Marketing Activities, select the event program from the tree.
• Navigate to the Setup tab.
• Double-click the current Channel.
• Select a new Channel from the drop-down list.
• Click Save.

References: Edit an Event Channel | Adobe Marketo Engage - Experience League

• The person’s activity log is the ultimate source of truth for all the information that happens over time for a person in Marketo Engage1.
• To locate the activity log for a person, go to the Database, select All People, click the People tab, select a person Id number, and click Activity Log1.
• The activity log shows all the activities that have occurred for the person, such as web page visits, email clicks, form fills, program status changes, etc1.
• To find the source and reason for the Marketing Qualified date change, filter the activity log by the activity type “Change Data Value” and the attribute "Marketing Qualified Date"2.
• The filtered activity log will show the date and time of the change, the source of the change (such as a campaign, a sync, or a manual update), and the reason for the change (such as a trigger, a filter, or a flow step)2. References: 1: Locate the Activity Log for a Person | Adobe Marketo Engage 2: Marketo Lead Activity Logs: What They Are & How To Update - Iron Horse

• The Email Invalid field in Marketo is used to identify records when the lead is created and the email format is not correct, or when the email is a hard bounce that receives a 5## bounce code signaling that the email is no longer valid i.e. the email address does not exist1.
• A hard bounce is an email that has been returned to the sender because the recipient’s address is invalid. A hard bounce might occur because the domain name doesn’t exist, the recipient is unknown, or there is some other permanent error2.
• Marketo automatically marks an email invalid when it receives a 5XX bounce code, or if the email format is not correct when the person is created3. The bounce reasons also populate the Email Invalid Cause field in Marketo, which can be used to further analyze the types of hard bounces unique to your email deliverability instance1.
• Therefore, the valid reason for a person’s Email Invalid field to be marked as True is when the person was sent an email that was undeliverable due to nonexistent email address, which is option B.

References: 1: What is the Email Invalid Field in Marketo and what should you do with it? - Sponge 4: Map the Email Invalid field in Marketo to a custom field in Salesforce? - Marketing Nation Product Discussions 3: Contact Marked Email Invalid - No Record in Activity Log - Marketing Nation Product Discussions 2: Hard and Soft Bounces in Email | Adobe Marketo Engage

• Maintaining Integrity (A):Cloning directly from the original asset helps ensure that all settings and configurations are copied accurately. This minimizes the risk of introducing errors or corruption during manual recreation.
• Customization is Key (C):While the core structure of the cloned program is replicated, certain elements need updating for clarity and accurate reporting:

 When cloning in Adobe Marketo Engage, it’s important to follow certain best practices to ensure the integrity of your assets and programs12.

• Clone from the original asset to avoid corruption in assets1: Cloning from the original asset helps to maintain the integrity of the asset and avoid any potential corruption that might occur if you were to clone from a copy1. This ensures that your cloned asset is an exact replica of the original, which can be particularly useful if you want to use the same asset in multiple programs1.
• Update custom tags, period costs, and name of the cloned program1: After cloning a program, it’s important to update the custom tags, period costs, and name of the cloned program1. This helps to keep your programs organized and allows you to track the performance of each program individually1. Note that period costs will not transfer over, so be sure to add that to your cloned program if you had one set in the original1.

While updating token names for the cloned program (option D) can be a good practice in some cases, it’s not generally considered a best practice when cloning in Adobe Marketo Engage1