Adobe AD0-E555 Adobe Marketo Engage Professional Exam Practice Test

• Smart Lists and Static Lists are two types of lists in Adobe Marketo Engage that allow you to segment your database based on different criteria.
• Smart Lists are dynamic lists that select people based on filters that you define. For example, you can create a Smart List of people who have opened an email in the last 30 days, or who have a certain job title, or who belong to a certain segment. Smart Lists are updated in real time, so whenever a person meets or no longer meets the filter criteria, they are added or removed from the list automatically.
• Static Lists are static lists that are populated by list imports and flow steps. For example, you can create a Static List of people who attended a webinar, or who filled out a form, or who were manually added by you. Static Lists do not change unless you manually add or remove people from them, or use a flow step to do so. People on Static Lists remain in the list until they are removed.
• Smart Lists and Static Lists have different use cases and advantages. Smart Lists are useful for creating dynamic segments that reflect the current state of your database, and for targeting people based on their behavior and attributes. Static Lists are useful for creating fixed segments that reflect a specific point in time, and for tracking the performance of specific campaigns or activities.
• Smart Lists and Static Lists can also be used in different ways within Adobe Marketo Engage. Smart Lists can be used in Smart Campaign filters, triggers, and choices, as well as in email and landing page personalization. Static Lists can be used in Smart Campaign filters and choices, as well as in email and landing page personalization, but not in triggers. References:
• Understanding Static Lists
• Smart Lists 101: A Deep Dive into one of the most important Adobe Marketo Engage Features

• 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

 Landing pages are in draft mode until you approve them. Approval makes pages available in the rest of the system. When you edit an approved landing page, Marketo saves the draft, but continues to use the approved version until you approve the draft1. You can approve a landing page by selecting it, going to Landing Page Actions and clicking Approve1. You can also approve multiple pages at once to make your life easier1.

• To optimize the email’s design to increase the email click rate, the marketer would use the whole email A/B test type.
• A whole email A/B test allows the marketer to compare two completely different versions of an email, with different layouts, images, colors, fonts, and other design elements.
• The marketer can create two variants of the email and send them to a random sample of the audience. The performance of each variant is measured by the click rate, which is the percentage of recipients who clicked on any link in the email.
• The variant with the higher click rate is the winner and can be sent to the rest of the audience or used as a template for future emails.
• A whole email A/B test is useful for testing major changes in the email design that could have a significant impact on the click rate. It can also help the marketer discover the optimal combination of design elements that appeal to the audience and drive engagement. References:
• Use “Whole Email” A/B Testing
• Optimize clickable elements with A/B testing email
• Email Marketing A/B Testing: A Step-By-Step Guide [2024]

• According to the Adobe Marketo Engage documentation, programs represent a single marketing initiative that contains all the assets and logic needed to execute and track it1.
• There are four types of programs in Adobe Marketo Engage: Event, Engagement, Email, and Default1.
• Event programs are used for live or online events that have a specific time and date1. They help coordinate, facilitate, and track the event activities and outcomes1.
• Engagement programs are used for drip nurturing campaigns that send content to people at a set periodic schedule1. They help deliver relevant and personalized messages to prospects and customers over time1.
• Email programs are used for one-time email blasts that have built-in features like A/B testing and Email Head Start1. They help send targeted and timely emails to large audiences1.
• Default programs are used for anything that is not an event, engagement, or email program1. They can be customized for various use cases and scenarios1.
• Therefore, the correct answer is B. Event, Engagement, Email, Default. References: 1: Understanding Programs | Adobe Marketo Engage - Experience League

• To determine the winning version of an Email Program A/B Test, the marketing manager needs to compare the performance metrics of each variant based on the chosen winning criteria1.
• The winning criteria can be one of the following: Open Rate, Click to Open, Clicks, or Unsubscribes1.
• The Email Program A/B Test Dashboard shows the performance metrics of each variant in a graphical and numerical format2.
• Based on the image uploaded by the user, the test type is Whole Email, which means that the entire email content and design are different for each variant1.
• Assuming that the winning criteria is Click to Open, which measures the percentage of people who opened the email and clicked on a link3, the winning version is Variant C, as it has the highest Click to Open rate of 18.6%, compared to Variant A (14.8%) and Variant B (12.9%)2.
• Variant C also has the highest number of clicks (434) and the lowest number of unsubscribes (28) among the three variants2.
• Therefore, based on the Email Program A/B Test Dashboard, Variant C is the winning version. References: 1: Use “Whole Email” A/B Testing | Adobe Marketo Engage 2: Use the Email Program Dashboard - A/B Test View | Adobe Marketo Engage 3: Email Marketing Metrics: How to Measure and Report on Them

To achieve this, you can use the Visibility Rules feature of Marketo forms1. Visibility Rules let you specify an operator and one or more values to trigger the visibility change of a field or fieldset. For example, you can hide the Phone field unless the visitor has already submitted it in the form on a previous visit. Here is how you can do this:

• Go to Marketing Activities.
• Select your form and click Edit Form.
• Select the Phone field you want to hide/show dynamically and click the link for Visibility Rules.
• Find and select the Phone field you want to build a condition around.
• Select the operator. In this case, you can use Fuzzy Match to check if the Phone field has been submitted before.
• Select the value(s) to look for, then click outside of the drop-down. In this case, you can select Previous Visit as the value.
• Click Save.

And that’s it! Now when people fill out this form and submit their phone number on a previous visit, the Phone field will dynamically appear with the choices specified. You can see an example of this feature in action in this documentation.

 The Change Program Status flow step is used to update the status of a person in a program based on the criteria defined in the Smart List of the smart campaign. For example, if the Smart List filters people who opened an email, the Change Program Status flow step can assign them the status of “Opened Email” in the program. This helps to track the progress and engagement of people in different programs and channels. The Change Program Status flow step also adds the person to the program if they are not already a member, unless a choice is specified in the flow step that overrides this behavior. The available statuses depend on the channel of the program, which can be customized in the Admin section of Marketo Engage. References: 

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 Engagement Program is a type of program that allows users to create and manage long-term, multi-touch nurture campaigns for different audiences and stages of the customer journey1.
• A single stream Engagement Program is an Engagement Program that has only one stream, which is a collection of content pieces that are delivered to the members of the program in a specific order and frequency2.
• A cast is the act of sending out a piece of content from a stream to the members of the program who are eligible to receive it3.
• Content exhaustion occurs when a member of the program has received all the content pieces in the stream and has nothing left to receive4.
• The Engagement Dashboard is a tool that provides users with insights and analytics on the performance and health of their Engagement Programs5.
• The Exhausted Content Notifications are a feature of the Engagement Dashboard that shows users how many people in each stream will become exhausted after the next cast, and how many people are already exhausted6.
• To find the number of people in a single stream Engagement Program who will become exhausted after the next cast, the marketing analyst needs to do the following steps:

References:

1: Engagement Programs - Marketo Docs - Product Documentation 2: Create an Engagement Program Stream - Marketo Docs - Product Documentation 3: Schedule an Engagement Program Cast - Marketo Docs - Product Documentation 4: Exhausted Content in Engagement Programs - Marketo Docs - Product Documentation 5: Engagement Dashboard - Marketo Docs - Product Documentation 6: Exhausted Content Notifications - Marketo Docs - Product Documentation

• A People Performance report is a report that measures database growth over time. It shows how many people were added, and when. It also allows grouping the results by any person or company attribute, or by segmentation1.
• To create a People Performance report, follow these steps1:
• To view the results, click the Report tab. You will see the number of people created in the Database in the last six months, grouped by industry. References: 1: People Performance Report | Adobe Marketo Engage

• According to the Adobe Marketo Engage documentation, images and files can be added to the Design Studio and used in various marketing assets1.
• While Adobe Marketo Engage accepts all file types for upload, only the major image types (JPG, PNG, GIF, etc.) will work in the email editor1.
• Therefore, the correct answer is C. .jpg and D. .gif, as they are both major image types that are compatible with the email editor. References: 1: Add Images and Files to Marketo | Adobe Marketo Engage - Experience League

In Marketo Smart Campaigns, triggers and filters work with an OR/AND relationship:

• Triggers (Orange): Triggers watch for specific actions or changes in lead data. If any of the triggers you define are met, the lead becomes eligible for the Smart Campaign's actions. Triggers operate on an OR basis.
• Filters (Green): Filters further refine the audience by applying additional criteria. The lead must meet the filter criteria AND have been activated by at least one trigger. Filters operate on an AND basis.

Example:

Smart Campaign:

• Triggers:
• Filters:

In this example, a lead will qualify for the Smart Campaign if they:

• Fill out Form A OR Visit the Pricing Page AND Their job title is Director AND they are located in the United States.

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

• A Static List is a group of people already in the user’s Database that remains unchanged unless the user manually adds or removes people1.
• To create a Static List in Adobe Marketo Engage, the user needs to follow these steps1:
• The user can also create a Static List within a Program by selecting the Program, clicking the New drop-down, and choosing New Local Asset > List3. References: 1: Create a Static List | Adobe Marketo Engage - Experience League 2: Add People to a Static List | Adobe Marketo Engage - Experience League 3: Create a Program | Adobe Marketo Engage - Experience League

• 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