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| Section | Weight | Objectives |
|---|---|---|
| Topic 1: Reporting and Analytics | 14% | - Track engagement and conversion metrics - Provide actionable insights and recommendations - Analyze campaign performance - Configure and interpret standard reports - Build custom reports and dashboards |
| Topic 2: Customer Journey Design | 18% | - Apply personalization and dynamic content - Build decision trees and branching logic - Utilize Journey Builder features and best practices - Map customer journeys across channels - Implement triggered and real-time journeys |
| Topic 3: Automation and Data Management | 14% | - Implement SQL activities for data processing - Build and manage automation workflows - Utilize automation studio effectively - Configure imports and exports - Manage contact data and data hygiene |
| Topic 4: Marketing Cloud Configuration | 18% | - Set up users, roles, and permissions - Manage sender profiles and deliverability settings - Implement data management and data extensions - Configure lists and populations - Configure account settings and business units |
| Topic 5: Email Marketing | 18% | - Implement A/B testing andsend time optimization - Apply template and content block strategies - Ensure deliverability and inbox placement - Create and optimize email content - Configure AMPscript for dynamic content |
| Topic 6: Discovery and Design | 18% | - Gather requirements and understand business objectives - Analyze customer data and segmentation needs - Document current state and desired future state - Identify integration points and data flows - Define success metrics and KPIs |
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