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