Salesforce Marketing-Cloud-Administrator Salesforce Certified Marketing Cloud Administrator (SP23) Exam Practice Test

 To use Sales Cloud data in their queries, the admin should use Synchronized Data Sources. This feature allows Marketing Cloud to automatically import and update data from Sales Cloud objects and fields. The data is stored in data extensions that can be queried using SQL.

To create and schedule a weekly report with high-level metrics, the Marketing Cloud admin should use Analytics Builder. Analytics Builder allows users to create, view, and share reports and dashboards. The Account Send Summary report shows how many emails were sent in a given time period

When a subscriber clicks a link in an email, their status is changed from Bounced to Active, and their bounce count is reset to zero. This indicates that the subscriber’s email address is valid and reachable

 To link the new data extensions to the existing contact records, the subscriber ID value should be used. Subscriber ID is a unique identifier for each contact in Marketing Cloud and is automatically generated when a contact is created. It can be used to relate data extensions in Data Designer.

Segment by domain to limit number of sends to each email provider is the option for segmentation that aligns with the IP Warming process. IP Warming is the process of gradually increasing email volume from a new or unused IP address to build trust and credibility with Internet Service Providers (ISPs). Segmenting by domain means dividing the email list into smaller groups based on the email domain, such as gmail.com or yahoo.com. By segmenting by domain, marketers can limit the number of sends to each email provider and avoid being flagged as spam or blocked by the ISPs.

Overwrite is the import type that should be used when the data extension contains all current product information and the product catalog is never the same. This import type will delete all existing records in the data extension and replace them with the new records from the CSV file

AMPscript is the skill set that the customer team needs to possess in order for this solution to be viable. AMPscript is a scripting language that allows marketers to create personalized and dynamic content for emails, landing pages, mobile messages, and more. AMPscript can be used to retrieve data from data extensions, track click activity, populate content areas, and apply conditional logic based on regional market or other attributes.

 The correct answer is C because File Drop Automation can be used to trigger an automation when a file is dropped on the SFTP, and Import File Activity and SQL Query Activities can be used to import and separate the data into different data extensions. A is incorrect because Scheduled Automation cannot check if the file is present on time. B is incorrect because Scheduled Automation cannot trigger an alert if the file is not present. D is incorrect because Filter Activity cannot separate the data into different data extensions.

To add a set of four tracking parameters automatically to all the links in an email sent via Email Studio, the admin should suggest using the Web Analytics Connector1. The Web Analytics Connector is a feature that allows NTO to append Urchin Tracking Module (UTM) variables or other custom parameters to the links in their emails. The Web Analytics Connector can be configured at the account, business unit, or send level, and can support up to four parameters per link1.

The reason why the customer continues to receive NTO’s daily digest at their old address is because the email address in All Subscribers is prioritized. All Subscribers is the master list of subscribers in Marketing Cloud that stores their email address and subscription status. When NTO sends an email to a data extension, Marketing Cloud checks if the subscriber exists in All Subscribers and uses their email address and status from there. Therefore, deleting the customer from the data extension does not affect their subscription status or email address in All Subscribers. NTO’s Marketing Cloud Admin should update or delete the customer from All Subscribers instead. The other options are incorrect because:

• Data retention settings were incorrect in the data extension. Data retention settings determine how long records are kept in a data extension before they are deleted or archived. However, this does not affect the subscription status or email address of subscribers in All Subscribers.
• Contact Builder was not configured properly. Contact Builder is a tool that allows NTO to manage their contacts and their attributes across different data sources. However, this does not affect the subscription status or email address of subscribers in All Subscribers.
• The data extension was not configured as sendable. A sendable data extension is one that has an email address field and a subscriber key field that can be used for sending emails. However, this does not affect the subscription status or email address of subscribers in All Subscribers.

IP ramp-up takes four to six weeks to be able to fully send to all 3 million customers and IP ramp-up is important to establish a positive sender reputation. These responses articulate proper IP warming, which is the process of gradually increasing email volume from a new or unused IP address to build trust and credibility with Internet Service Providers (ISPs)

 To resolve the issue of the user not being able to send an email, the admin should edit permissions and grant permissions to send. Permissions are settings that control what users can access and do in Marketing Cloud. Granting permissions to send means that the admin can enable the user to create and send emails from Marketing Cloud3. The user needs this permission to perform their task of sending an email.

To create and schedule a weekly report with high-level metrics, the Marketing Cloud admin should use Analytics Builder. Analytics Builder allows users to create, view, and share reports and dashboards. The Account Send Summary report shows how many emails were sent in a given time period.

To configure Sales Cloud Objects to be synced and leveraged in Marketing Cloud, NTO’s Marketing Cloud admin should go to Contact Builder > Data Sources. Data Sources is a page that allows NTO to manage their data sources and integrations in Contact Builder. NTO can use Data Sources to select which Sales Cloud Objects they want to sync with Marketing Cloud and configure their sync settings and filters. The other options are incorrect because:

• Setup > Data Management > Synchronized Data Extensions. This is a page that allows NTO to view and manage their synchronized data extensions in Marketing Cloud. Synchronized data extensions are data extensions that store the data from synced Sales Cloud Objects in Marketing Cloud. However, this page does not allow NTO to configure which Sales Cloud Objects they want to sync with Marketing Cloud; it only shows the results of the sync process.
• Contact Builder > Data Extensions > Synchronized Data Extensions. This is a folder that contains all the synchronized data extensions in Marketing Cloud. Synchronized data extensions are data extensions that store the data from synced Sales Cloud Objects in Marketing Cloud. However, this folder does not allow NTO to configure which Sales Cloud Objects they want to sync with Marketing Cloud; it only shows the data extensions that are created by the sync process.
• Setup > Apps > Salesforce Integration. This is a page that allows NTO to view and manage their Salesforce Integration app in Marketing Cloud. Salesforce Integration is an app that enables Marketing Cloud Connect, which is a feature that integrates Sales Cloud and Marketing Cloud. However, this page does not allow NTO to configure which Sales Cloud Objects they want to sync with

Custom roles are available on their Marketing Cloud account is what should be taken into consideration to accomplish this. Custom roles are roles that can be created and modified by Marketing Cloud administrators to grant specific permissions to users based on their business needs. Custom roles can be applied to users across all business units in an account or within a specific business unit

Product code, application ID, and subscriber ID are values that can be used as personalization strings in query string parameters without violating PII regulations. Email address and name are considered PII and should not be used in query string parameters.

To resolve the issue of the encrypted file being decrypted after the File Transfer Activity completes, the decrypted data would be in the original SFTP folder. The File Transfer Activity can be configured to decrypt an encrypted file using a decryption key provided by NTO. The decrypted file will be placed in the same location as the encrypted file on the SFTP site. The other options are incorrect because:

• Selected SFTP folder. This is not where the decrypted data would be after the File Transfer Activity completes, as the File Transfer Activity does not allow NTO to select a different SFTP folder for the decrypted file. The decrypted file will be placed in the same location as the encrypted file on the SFTP site.
• Target Data Extension. This is not where the decrypted data would be after the File Transfer Activity completes, as the File Transfer Activity does not import data into a data extension. The File Transfer Activity only moves files from one location to another, such as from an FTP site to the Safehouse or from the Safehouse to a data extension. To import data into a data extension, NTO needs to use an Import File Activity.
• Safehouse. This is not where the decrypted data would be after the File Transfer Activity completes, as the File Transfer Activity does not move files to the Safehouse when decrypting them. The File Transfer Activity only moves files to the Safehouse when encrypting them or when transferring them from an external FTP site to Marketing Cloud. The Safehouse is a temporary storage location within Marketing Cloud that can be used for staging files before importing them into a data extension.

 Setup Assistant is a prioritized account configuration checklist that guides you through the essential steps to set up your Marketing Cloud account. It provides links to relevant documentation and resources to help you complete each task

There are overlapping contacts in each of the channel is why the total contact count would be less than the total number of contacts from all data sources. Contacts are unique individuals who can be reached through one or more channels in Marketing Cloud, such as email, mobile, or social. Contacts are counted based on their Contact Key, which is a unique identifier for each contact. If a contact has multiple channels associated with them, such as email and mobile, they are only counted once in the total contact count. Therefore, if there are overlapping contacts in each of the channel, the total contact count would be less than the sum of contacts from all data sources

To copy journeys across business units, NTO should use Journey Templates1. Journey Templates are reusable journey structures that can be created and shared across business units. NTO can use Journey Templates to replicate journey structure so it can be easily recreated in another account. The other options are incorrect because:

• Deployment Manager. This is a tool that allows NTO to deploy assets and configurations across business units or accounts. However, this tool does not support journeys as an asset type, so it cannot be used to copy journeys across business units2.
• Journey Extracts. This is a feature that allows NTO to export journey data and metrics for reporting and analysis purposes. However, this feature does not allow NTO to copy or import journeys across business units; it only provides a snapshot of journey performance3.
• Copy activities. This is an option that allows NTO to copy individual activities within a journey and paste them in the same or another journey. However, this option does not allow NTO to copy the entire journey structure across business units; it only copies one activity at a time4.

 To give the marketing analyst access to all tracking data but no send activities, the admin should apply the Analyst and Marketing Cloud Viewer default user roles. The Analyst role allows the user to view tracking data, reports, and dashboards for all channels. The Marketing Cloud Viewer role allows the user to view content, subscribers, and data extensions, but not modify or send them

To troubleshoot the issue with their sends, NTO can use the following links in Setup Home:

• Failed Sends3. This page shows the details of any sends that failed to complete due to errors or issues with the send definition or data extension3.
• System Status4. This page shows the current status and performance of Marketing Cloud and its features, such as Email Studio, Journey Builder, and Automation Studio4. The other options are not relevant for troubleshooting send issues because:
• Create Support Case5. This link allows NTO to create a case with Salesforce Support for any technical issues or questions they have with Marketing Cloud. However, this is not a direct way to troubleshoot their own send issues.
• Help and Training. This link allows NTO to access various resources and guides for learning and using Marketing Cloud. However, this is not a specific way to troubleshoot their own send issues.

 The Collect Tracking code is a JavaScript code that is added to a website to capture and send user behavior data to Marketing Cloud. This data is stored in data extensions and can be used for Einstein Recommendations1

The best way to prevent duplicate records in Marketing Cloud is to strategically control the Contact Key values and tie records together across channels using this key. The Contact Key is a unique identifier for each contact in Marketing Cloud, and it can be set by the admin or automatically generated by Marketing Cloud. If the same Contact Key is used for a contact in both email and mobile push channels, then the contact will be unified and not duplicated.

To assist in reducing threats from malicious API attacks, NTO should enable IP Whitelisting3. IP Whitelisting is a security feature that allows NTO to specify a list of trusted IP addresses that can access Marketing Cloud via API. Any API requests from IP addresses that are not on the whitelist will be rejected. This way, NTO can prevent unauthorized or malicious API access to their Marketing Cloud account. The other options are incorrect because:

• Field Level Encryption. This is a security feature that encrypts specific fields in data extensions using encryption keys managed by NTO. However, this feature does not prevent malicious API attacks; it only protects data at rest in Marketing Cloud from unauthorized access.
• Advanced Audit Trail. This is a security feature that tracks and logs user activity and changes within Marketing Cloud. However, this feature does not prevent malicious API attacks; it only provides visibility and accountability for user actions in Marketing Cloud.
• Single Sign on Authentication. This is a security feature that allows users to log in to Marketing Cloud using their credentials from an external identity provider. However, this feature does not prevent malicious API attacks; it only simplifies and standardizes user authentication for Marketing Cloud.

To avoid storing sensitive data in the cloud, the admin should use Tokenized Sending. This feature allows Marketing Cloud to send emails without storing sensitive data such as credit card numbers or social security numbers. Instead, Marketing Cloud uses tokens that are replaced with actual data at send time by an external system.

Linking the Customers data extension to the data model using Customer ID and linking the Orders data extension to the Customers data extension using a One-to-Many relationship are the best ways to configure Data Designer to allow this data to be used within a Journey. Customer ID is a unique identifier that can be used to link data extensions in Data Designer. A One-to-Many relationship means that one customer can have multiple orders, which reflects the data model scenario.

After a Contact Delete request has been processed for subscribers who have been sent an email previously, the following data would still exist in the account:

• Contact-specific data at the job level. This includes data such as open rate, click rate, bounce rate, and unsubscribe rate for each individual contact who received an email. This data is not deleted because it is used for reporting and analytics purposes.
• General tracking data at the job level. This includes data such as total number of sends, opens, clicks, bounces, and unsubscribes for each email job. This data is not deleted because it is used for reporting and analytics purposes. The other options are incorrect because:
• Contact data in non-sendable data extensions. This includes data such as name, address, phone number, and other attributes for each contact. This data is deleted because it is not used for sending emails and it is considered personal information.
• Contact data in sendable data extensions. This includes data such as email address and subscriber key for each contact. This data is deleted because it is used for sending emails and it is considered personal information.

To achieve the setup of sharing the same SFTP directory across each of their Marketing Cloud accounts, NTO should copy the parent SFTP user into each child business unit. This will allow each business unit to access the same SFTP directory as the parent business unit and share files among them. The other options are incorrect because:

• Child business unit SFTP user should be created. This will create a separate SFTP user and directory for each child business unit, which will not allow them to share files with the parent business unit or other child business units.
• Each business unit should have multiple SFTP users. This will create unnecessary complexity and confusion for NTO, as they will have to manage multiple SFTP users and directories for each business unit. This will also not allow them to share files among different business units easily.
• All child business units should have an individual SFTP user. This is similar to the first option, as it will create a separate SFTP user and directory for each child business unit, which will not allow them to share files with the parent business unit or other child business units.

List Detective is the error code that the file would contain for this record. List Detective is a feature that filters out invalid, malformed, or problematic email addresses from being imported or sent to in Marketing Cloud. List Detective uses a set of rules and filters to check email addresses for syntax errors, spam traps, role accounts, or blocked domains. If an email address fails the List Detective validation, it will not be imported or sent to and the file will contain an error code of List Detective

 Setup Assistant covers the following two topics:

• Setting up the Data Structure. This topic provides information and resources for configuring the data structure in Marketing Cloud, such as creating data extensions, importing data, setting up data retention policies, and managing subscriber status.
• Enabling Mobile Connect. This topic provides information and resources for enabling Mobile Connect in Marketing Cloud, such as creating keywords, setting up short codes or long codes, creating text messages, and sending text messages. The other options are incorrect because:
• Configuring Journey Builder. This is not a topic that Setup Assistant covers, as Journey Builder is a product that allows NTO to create and manage customer journeys across various channels, such as email, mobile, social, or advertising. However, Setup Assistant does not provide information or resources for configuring Journey Builder; it only provides information or resources for configuring Marketing Cloud products that are included in the core subscription.
• Managing the Enhanced SFTP. This is not a topic that Setup Assistant covers, as Enhanced SFTP is a feature that allows NTO to securely transfer files between Marketing Cloud and external systems using SFTP protocol. However, Setup Assistant does not provide information or resources for managing the Enhanced SFTP; it only provides information or resources for managing Marketing Cloud products that are included in the core subscription.

 Einstein Email Recommendations is a product that enables a Marketing Cloud admin to observe customer behavior, build performance profiles and deliver the next best content. This product uses predictive intelligence to recommend products or content based on each customer’s preferences and actions. The other products do not have this capability.

 Impression Tracking for Triggered Sends is the report that should be used. Impression Tracking for Triggered Sends is a feature that allows marketers to track how subscribers interact with content areas within triggered emails. Impression Tracking for Triggered Sends can be enabled for any content area that uses AMPscript or dynamic content blocks. The report shows metrics such as impressions, unique impressions, clicks, and click rate for each content area

Update the Import definition to include a notification email address is how the admin could receive a file of the bad data rows to confirm this theory. Import definition is a type of activity that allows marketers to import data from a file into a data extension or a list in Marketing Cloud. Import definition can be configured to include a notification email address that will receive an email with a link to download a file of the bad data rows after the import is completed. The file will contain the rows that failed to import and the reason for the failure

To begin troubleshooting the issue of data not being up to date from Sales Cloud, the Marketing Cloud admin should go to Contact Builder > Data Sources. Data Sources is a page that allows NTO to manage their data sources and integrations in Contact Builder. NTO can use Data Sources to check the status and settings of their Sales Cloud integration, such as the sync frequency, sync direction, sync filters, and sync errors. The other options are incorrect because:

• Contact Builder > Data Extensions > Synchronized Data Extensions. This is a folder that contains all the synchronized data extensions in Marketing Cloud. Synchronized data extensions are data extensions that store the data from synced Sales Cloud Objects in Marketing Cloud. However, this folder does not allow NTO to troubleshoot their Sales Cloud integration; it only shows the data extensions that are created by the sync process.
• Automation Studio > File Transfers. This is a page that allows NTO to view and manage their file transfer activities in Automation Studio. File transfer activities are activities that move files from one location to another, such as from an FTP site to the Safehouse or from the Safehouse to a data extension. However, this page does not allow NTO to troubleshoot their Sales Cloud integration; it only shows the file transfer activities that are created by NTO.
• Email Studio > Synchronized Data Extensions. This is a page that allows NTO to view and manage their synchronized data extensions in Email Studio. Synchronized data extensions are data extensions that store the data from synced Sales Cloud Objects in Marketing Cloud. However, this page does not allow NTO to troubleshoot their Sales Cloud integration; it only shows the data extensions that are created by the sync process.

The Content Builder Settings under Setup allow the admin to create a default Header and Footer for emails. These settings apply to emails created in Content Builder only. The other settings do not have an option to create a default Header and Footer for emails.

 The security setting ‘Enable Username and Password for Web Services’ allows users to access the API with their Marketing Cloud username and password. If this setting is deselected, users will need to use an API user or an installed package to access the API

 To ensure a notification is received when the query fails, the admin should add their email address in the automation “Runtime Error or Skipped Run Notification Settings”. This setting allows the admin to specify an email address or a data extension to receive notifications when an automation encounters a runtime error or a skipped run. A runtime error occurs when an activity within an automation fails to execute, such as a query that has invalid syntax or references a non-existent data extension. A skipped run occurs when an automation is scheduled to run but does not run because the previous run is still in progress. The other options are incorrect because:

• Install the Marketing Cloud App on phone to receive Push Messages. This option will not ensure a notification is received when the query fails, as the Marketing Cloud App does not support push notifications for automation errors or skipped runs. The Marketing Cloud App only supports push notifications for Journey Builder entry events and email sends.
• Add their Email Address in the Query Activity Notifications Field. This option will not ensure a notification is received when the query fails, as the Query Activity Notifications Field only sends notifications when the query completes successfully. The notifications include information such as the number of records processed, added, updated, skipped, or failed.
• Configure the “Event Notification Service” in Setup with their Email Address. This option will not ensure a notification is received when the query fails, as the Event Notification Service is a feature that allows external systems to subscribe to events that occur in Marketing Cloud, such as email sends, opens, clicks, bounces, and unsubscribes. The Event Notification Service does not support events related to automation errors or skipped runs.

The Time Between Send and Engagement report shows how long it takes for subscribers to open or click an email after it is sent, which can help optimize the send time for mobile users. The Email Performance by Device report shows how subscribers interact with emails on different devices, such as desktops, tablets, or phones, which can help design responsive emails for mobile users.

To import data into a non-sendable data extension without a primary key, the admin could use the Overwrite import type3. This import type will delete all existing records in the data extension and replace them with the new records from the import file. This import type does not require a primary key because it does not need to match or update any existing records. The other options are incorrect because:

• Add Only. This import type will add new records to the data extension without affecting existing records. However, this import type requires a primary key to prevent duplicate records from being added3.
• Add and Update. This import type will add new records and update existing records in the data extension based on the primary key. However, this import type requires a primary key to match and update the existing records3.
• Update Only. This import type will update existing records in the data extension based on the primary key. However, this import type requires a primary key to match and update the existing records3.

For long term success of their Send Log data extension, NTO should consider the following three aspects:

• Apply an appropriately-scoped Data Retention period. A Data Retention period is a setting that determines how long records are kept in a data extension before they are deleted or archived. Applying an appropriate Data Retention period can help NTO manage their storage space and performance by removing old or unnecessary data from their Send Log data extension.
• Add custom fields not included in the Send Log Template. The Send Log Template is a predefined data extension template that contains a set of standard fields for logging send data. However, NTO can add custom fields to their Send Log data extension to capture additional information that is relevant to their business needs or reporting requirements.
• Log attribute data necessary for auditing communications. Attribute data is any data that is associated with a subscriber or a message, such as name, address, email type, or campaign name. Logging attribute data can help NTO audit their communications and track their performance by various criteria. The other option is incorrect because:
• Log all variable data captured in emails at send time. Variable data is any data that can change or vary depending on different factors, such as personalization strings, dynamic content, or AMPscript variables. Logging all variable data can result in excessive storage consumption and performance degradation for NTO’s Send Log data extension. NTO should only log the variable data that is essential for their reporting or analysis needs.

Create separate folders and add permissions is how they should accomplish this. Folders are used to organize data extensions and other assets in Marketing Cloud. Permissions can be applied to folders to control which users can view or update the data extensions or assets within them. By creating separate folders for B2C and B2B campaigns and adding permissions accordingly, they can restrict access to data extensions based on user roles

QUESTIONNO: 95

Northern Trail Outfitters wants to know how customers are engaging with marketing communications they have sent over the last year. What action should be taken to populate the Einstein Engagement Scoring Dashboard?

A. Select one of the Predictive Algorithms then click Deploy

B. Click Deploy and results are available immediately

C. Select the channels (Emails, Push, SMS) to report on then click Activate

D. Click Activate and wait for an email notification

Answer: D

Click Activate and wait for an email notification is the action that should be taken to populate the Einstein Engagement Scoring Dashboard. Einstein Engagement Scoring is a feature that uses artificial intelligence to score subscribers based on their likelihood to open, click, or unsubscribe from emails. To activate this feature, users need to click the Activate button in the dashboard and wait for an email notification that confirms the activation and provides a link to view the scores.

Create child business units for each brand and nest another level of child business units for GEOs is how the rest of the business units should be organized. Business units are organizational units that allow marketers to segment their Marketing Cloud account based on different brands, regions, products, or channels. By creating child business units for each brand and nesting another level of child business units for GEOs, NTO can manage their marketing activities and assets for each subsidiary brand and location separately

A multiplier is applied to each SMS message based on the destination country, which could explain why NTO is already at 75% utilization for their annual Super Messages. For example, sending an SMS message to a subscriber in Germany consumes 1.5 Super Messages, while sending an SMS message to a subscriber in India consumes 3 Super Messages. The other options are not true or relevant.

To pass the email address of a subscriber to a landing page through a URL parameter from a promotional email securely, the admin should use the CloudPagesURL AMPscript function. This function encrypts the email address and other parameters and generates a unique URL for each subscriber. The landing page can then use the RequestParameter AMPscript function to decrypt the email address and other parameters

The out-of-the-box Subscription Center can display publication lists and lists, which are two types of data structures that can be used to manage subscribers’ preferences and opt-outs. Data extensions and groups are not supported by the out-of-the-box Subscription Center, but they can be used in a custom Subscription Center.

Synchronized Data Sources can use two types of filters: attribute filters and relationship filters. Attribute filters are based on the fields of the object being synced, such as email address or opt-out status. Relationship filters are based on the fields of a related object, such as account or campaign. Filtering by email open activity or subscriber status is not possible with Synchronized Data Sources.

The two prerequisites for configuring Social Studio to manage NTO’s social media accounts are:

• Bitly URL Shortener. This is a service that allows NTO to shorten and customize the URLs that they share on their social media posts. Bitly URL Shortener can also provide analytics and insights on the performance of the URLs, such as clicks, impressions, and conversions2. NTO needs to have a Bitly account and connect it to Social Studio before they can use Bitly URL Shortener for their social media posts.
• Login details for each social media account. These are the credentials that NTO needs to access and manage their social media accounts, such as Facebook, Twitter, Instagram, or YouTube. NTO needs to have login details for each social media account and connect them to Social Studio before they can use Social Studio to create and publish social media posts. The other options are incorrect because:
• Facebook ad manager. This is a tool that allows NTO to create and manage advertising campaigns on Facebook and its partner platforms, such as Instagram or Messenger. Facebook ad manager can also provide analytics and insights on the performance of the campaigns, such as reach, impressions, and conversions3. However, this is not a prerequisite for configuring Social Studio to manage NTO’s social media accounts; it is an optional feature that NTO can use if they want to run paid ads on Facebook or its partner platforms.
• Google URL shortener. This is a service that allows NTO to shorten and customize the URLs that they share on their social media posts. Google URL shortener can also provide analytics and insights on the performance of the URLs, such as clicks, impressions, and conversions4. However, this is not a prerequisite for configuring Social Studio to manage NTO’s social media accounts; it is an alternative service that NTO can use instead of Bitly URL Shortener.

 Marketing Cloud authenticates if the user has login hours enabled on their profile when they log in through the user interface3. Login hours are a security feature that allows the admin to specify the time range when users can access Marketing Cloud. If a user tries to log in outside of their login hours, they will be denied access3. The other options are incorrect because:

• If the user is assigned a role in the parent business unit. This is not a factor for authentication, but rather for authorization. A role determines what permissions and access levels a user has within Marketing Cloud, but it does not affect their ability to log in through the user interface4.
• If the user is logging in from a whitelisted IP address. This is not a factor for authentication, but rather for verification. An IP address whitelist is a list of trusted IP addresses that can access Marketing Cloud without additional verification. If a user logs in from an IP address that is not on the whitelist, they will be asked to verify their identity via email or SMS5.
• If the user is an API User on their record. This is not a factor for authentication, but rather for integration. An API User is a user who can access Marketing Cloud via API calls from external applications or systems. This does not affect their ability to log in through the user interface.