Marketing Cloud Basic Interview Questions

 

1. Define and expand CRM?

Customer Relationship Management, or CRM, is a technology that enables businesses to manage their interactions with customers and potential customers, with the goal of improving business relationships and growing the business. The CRM system also helps companies stay connected to their customers, streamline processes, and increase profitability.

2. What is an attribute?

An attribute refers to a field or property on a component, such as the name of an email template or a checkbox indicating whether a custom object can be used for reporting.

3. Who can edit attributes in non-upgradable and upgradable components?

Both the developer and the subscriber have the ability to edit attributes on non-upgradeable components in unmanaged or managed packages. However, on upgradeable components in a managed package, some properties can be modified by the developer while others are locked and cannot be edited by either the developer or the subscriber.

4. What is a List?

A list is a compilation of subscribers who receive communications from a business. By creating multiple lists, businesses can segment their subscribers and target their email communications more effectively.

5. What is a Data Extension?

A data extension is a table within a database that stores data, such as subscriber information or relational data. It can be used for a variety of purposes, including holding subscriber data or managing relational data.

6. When should one use List-Based Data Model?

• When dealing with a relatively small amount of data.
• When the data is simple and does not require complex relationships.
• When the data is relatively static and does not change frequently.
• When you want to manually upload or manage data.
• When you want to perform simple queries or segmentation based on specific data attributes.

7. When should one use Data Extension-Based Data Model?

• When dealing with a large amount of data.
• When the data requires complex relationships and interactivity.
• When the data is dynamic and changes frequently.
• When you want to automate the process of data management and upload.
• When you want to perform advanced queries or segmentation based on multiple data attributes.

8. What is the difference between All Subscribers and All Contacts Lists?

• All Subscribers list includes only those contacts who have subscribed or opted-in to receive communication from a company, whereas the All Contacts list includes all the contacts including those who have not opted-in.
• The all Subscribers list is used for email marketing and sending communications to opted-in subscribers, while the All Contacts list can be used for managing all contacts, including unsubscribed or bounced contacts.
• The all Subscribers list is usually smaller and more targeted, while the All Contacts list can be much larger and more diverse.
• All Subscribers list can help companies maintain compliance with anti-spam laws and regulations, while the All Contacts list may include contacts who may not be interested in receiving communication from the company.
• All Subscribers list can also be segmented based on various criteria such as interests, behavior, and demographics, while the All Contacts list is typically a single list of all contacts.

9. What is the Difference between Contact ID and Subscriber ID versus Contact Key and Subscriber Key?

• Firstly, customers use a primary identifier for their customers and link their identifier to Marketing Cloud using the Marketing Cloud Contact Key or Subscriber Key value.
• Secondly, the Contact ID and Subscriber ID fields act as surrogate keys used by internal Marketing Cloud systems.

10. Name the different types of tenant types?

• Firstly, Enterprise 2.0
• Secondly, Enterprise
• Thirdly, Core
• Lastly, Agency

11. What is the use of Metadata API?

The Metadata API allows for the programmatic deployment of changes and management of customization information for an organization, including Experience Cloud sites, custom object definitions, and page layouts. It is especially useful for complex changes and rigorous change management and audit processes.

12. When should one use SOAP API?

SOAP API is used to create, retrieve, update, or delete records, such as accounts, leads, and custom objects. Moreover, SOAP API also allows you to maintain passwords, perform searches, and much more.

13. When should one use Apex?

It can be used to:

• Create Web services.
• Create email services.
• Perform complex validation over multiple objects.
• Create complex business processes that are not supported by workflow.
• Create custom transactional logic.
• Attach custom logic to another operation, such as saving a record.

14. What is Bulk API?

Bulk API main use is to query, queryAll, insert, update, upsert, or delete a large number of records asynchronously. Bulk API is designed on the Salesforce REST framework.

15. What is REST API?

For connecting with Salesforce, the REST API provides a powerful, convenient, and easy REST-based web services interface. It has several advantages, including simplicity of integration and development, and it’s a great solution for mobile apps and web projects.

16. What do you understand by AMPscript?

AMPscript is a scripting language that may be included in HTML emails, text emails, landing pages, SMS messages, and MobilePush push alerts. Furthermore, the system analyses the script when you include it in the message to render content for each subscriber individually. At the end of the email sent, the Marketing Cloud program handles all AMPscript calls.

17. What do you understand by Push Technology?

Push technology or the publish/subscribe model, transfers information from the server to the client, as opposed to pulling technology where information is requested by the client from the server.

18. Define All Subscribers List?

The master list of records for the Marketing Cloud Email Studio account is the All Subscribers list. The All Subscribers list displays every subscriber in your account. Subscribers who are added to a subscriber list at the same time are added to the All Subscribers list. A subscriber can also be unsubscribed from lists and groups while still remaining active on the All Subscribers lists.

19. What are Publication Lists?

Publication lists enable the management of subscriber communication preferences and opt-out actions. Separating lists by communication type allows for honoring opt-out requests without unsubscribing from all previously subscribed publications.

20. When should one use Publication Lists?

• Firstly, to filter the audience of an email sent, which ensures your publications are sent to the subscribers who want to see them.
• Secondly, to show and adhere to regulatory compliance with CAN-SPAM laws.
• Thirdly, use a publication list for each communication type, such as newsletters, weather alerts, and coupons.
• Lastly, use a publication list to control who receives particular communications from a company. In Enterprise 2.0, publication lists can be shared between parent and child business units.

21. How can you edit apex classes in a production environment?

In a production environment, apex classes cannot be directly edited. Changes must first be made in a sandbox and then deployed with appropriate permissions.

22. Who is a List-Level Unsubscribe?

 A subscriber who unsubscribes at the list level does not receive any emails that are sent to that list or publication list. For example, a person could unsubscribe from your Sale Announcements list but still receive emails that you send to your Weekly Newsletter list.

23. Who is an Account-Level Unsubscribe or Master Unsubscribe?

Unsubscribing at the account level results in an unsubscribed status on the All Subscribers list, which applies to all current and future lists.

24. Who is a Global unsubscribe?

A subscriber who unsubscribed at the global level is maintained in a special table in the Marketing Cloud database and effectively unsubscribed from all current and future lists in all Salesforce Marketing Cloud accounts.

25. List the different ways a subscriber can unsubscribe?

A subscriber can unsubscribe in four different ways:

• List-Unsubscribe
• Master Unsubscribe
• Global Unsubscribe
• One-Click Header Unsubscribe

26. What is Multi-Factor Authentication?

Multi-factor authentication (MFA) adds an extra layer of security to Marketing Cloud login processes, protecting against common security threats like phishing attacks, credential stuffing, and account takeovers.

27. List some common methods of Data flows?

Common methods include imports, APIs, and Marketing Cloud Connect.

28. What is the use of SOQL?

The Salesforce Object Query Language (SOQL) allows for powerful query strings to search an organization’s data. It can be used in the query call parameter, Apex statements, Visualforce controllers and getter methods, and the Salesforce CLI or Salesforce Extensions for Visual Studio Code.

29. When should one use SOQL?

• When searching for multiple object types at once
• When needing to search for specific text across multiple fields and objects
• When needing to perform a text-based search across multiple sObjects

30. When should one use SOSL?

We can use SOSL in the following:

• Firstly, while retrieving data for a specific term that you know exists within a field.
• Secondly, when retrieving multiple objects and fields efficiently where the objects might or might not be related to one another.
• Thirdly, when retrieving data for a particular division in an organization using the division’s feature.
• Lastly, while retrieving data that are in Chinese, Japanese, Korean, or Thai.

31. What is Streaming API?

The Streaming API is used to stream events via push technology, and it also includes a subscription method for receiving events in near real-time. PushTopic events, generic events, platform events, and Change Data Capture events are all supported by the Streaming API subscription method.

32. Define Auditing?

Performing audits provides valuable insights into the usage of a system, which can aid in identifying potential security concerns. Regular audits are necessary to ensure the security of the system by detecting unexpected changes or usage patterns.

33. What Salesforce is Doing about Phishing and Malware

• Providing phishing and malware prevention tools for customers
• Implementing two-factor authentication and identity verification processes
• Offering security audits and vulnerability assessments
• Training employees on security best practices
• Regularly updating and patching security vulnerabilities in the platform

34. What is Phishing?

Phishing is a type of social engineering that involves impersonating a trustworthy individual or organization to obtain sensitive information such as passwords, usernames, and credit card details. This fraudulent activity can be carried out through various means such as email, text messages, phone calls, and other methods.

35. What is Malware?

Malware refers to software that infiltrates or damages a computer system without the owner’s consent. This term encompasses a range of harmful software, including computer viruses.