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Adobe Marketo Engage Architect Master Sample Questions:

1. What should be the first step when defining project boundaries?

A) Review the campaign execution process
B) Analyze the lead scoring model
C) Document the reporting structure
D) Conduct stakeholder interviews

2. A business unit wants to measure and report on how various marketing sources contribute to the ROI of marketing campaigns. The business unit is using Adobe Marketo Engage and currently has a comprehensive set of program channels with high adoption of channel usage and status tracking within programs; their instance is synchronized with CRM via native connector. They have requested assistance with setting up reports and using Adobe Marketo Engage to track and measure various marketing sources in comparison to the success within their programs.
Given the consultant has not worked with this business before, what would be the optimal approach for achieving this goal?

A) Check that the Adobe Marketo Engage instance has Marketo Performance Insights (MPI) enabled; if not, request this from the CSM Once enabled, check that opportunity data is flowing as expected from CRM Check that all of the important tracking programs have period costs assigned Utilize MPI to visualize the percentage of success and compare these against investment windows Set up the appropriate reports and subscribe the stakeholders to these reports
B) Check that Adobe Marketo Measure (Bizible) has been enabled; if not, request this from the CSM Once enabled, audit the platform to ensure all of the program channels and statuses are being used correctly and determine if using program member custom fields would enrich the data being tracked at the individual program level Check that all of the important tracking programs have period costs assigned Work with CRM administrators and stakeholders on any gaps arising from their goals and the data sources that are required to achieve these goals Consult with the local marketing team/marketing operations team on their current program templates and suggest changes that would improve tracking multiple marketing sources through in-built functions and/or external data platforms Make adjustments to a set of new program templates that align with the business channels in light of stamping multiple marketing sources and test accordingly
C) Identify and document the intended report goals this business unit wishes to achieve Discuss and document the various channel attribution groups and confirm if these are relevant to business goals Confirm if there are data visualization tools already in use and research their practicality in aiding the business goals Work with CRM administrators and stakeholders on any gaps arising from their goals and the data sources that are required to achieve these goals Consult with the local marketing team/marketing operations team on their current program templates and suggest changes that would improve tracking multiple marketing sources through in-built functions and/or external data platforms Make adjustments to a set of new program templates that align with the business channels in light of stamping multiple marketing sources and test accordingly
D) Consult with the local marketing team/marketing operations team on their current program templates and suggest changes that would improve tracking multiple marketing sources through in-built functions and/or external data platforms Make adjustments to a set of new program templates that align with the business channels in light of stamping multiple marketing sources and test accordingly Confirm that the Adobe Marketo Engage instance has Marketo Performance Insights (MPI) enabled Once enabled, check that opportunity data is flowing as expected from CRM Check that all of the important tracking programs have period costs assigned Utilize MPI to visualize the percentage of success and compare these against investment windows

3. Which metrics are essential for evaluating email performance? (Choose two)

A) Conversion Rate
B) Open Rate
C) Page Load Time
D) Unsubscribe Rate

4. A company has recently set up their Lead Lifecycle in the diagram below.

However, the sales team realizes that they need to qualify the leads within 3 working days. In addition, leads that are not sales ready are recycled back to MQL for further engagement.
What are the two items that the Marketo Engage Consultant would recommend based upon the sales requirement? (Choose two.)

A) Create an inventory stage name as "Recycled" as a detour from SQL with a transition to MQL
B) Create an SLA stage name as "Recycle" as a detour from SQL with a transition to MQL
C) Create a Gate stage name as "Recycle" to split leads for re-engagement
D) Update SQL to SLA with Max Age 3 days
E) Update SQL to Gate with a Max Age 3 days

5. What are key aspects of validating lifecycle reports? (Choose two)

A) Ensuring accurate stage transitions
B) Reviewing Smart Campaign performance
C) Adjusting Program Costs
D) Monitoring engagement stream cadence

Solutions: