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Adobe Exam AD0-E556 Topic 10 Question 9 Discussion
Topic #: 10
A consultant conducts an audit on a company's Adobe Marketo Engage instance and discovers:
* The instance hits its API limit twice a month, affecting leads from multiple third-party integrations from being consistently created or updated automatically.
* The field "Country' is set as a text field, which results in inconsistent variations and misspellings of the country value, leading to the inability to route leads to the proper regional sales team.
* There is a Segmentation called "Reqion", which is defined by the "Country" field values; due to the inconsistency of the field, a majority of the person records sit in the "Default" segment.
* Lead routing is based on the "Region" segment, and there is no logic set in the routing to account for the "Default" leads.
After sharing these findings with a group of stakeholders, the stakeholders share:
* The Data Science team uses the Marketo Engage API to pull data out of the instance twice a month for an executive dashboard that tracks quarterly goals.
* The Sales team is extremely below target for qualified leads because the volume routed to them is so low.
* The Web team has reported on below-average form conversions because too many fields are open text.
* The Marketing team wants to send nurture emails that are localized based on the "Region" Segmentation.
The end of the quarter is 1 month away.
What is the first action the consultant should take?
Building two Custom Objects, one called ''Products'' and one called ''Services'' to link onto Person with relevant fields is the best way to push the data into Marketo Engage. This way, you can store multiple records of products and services for each person, and use an Email Scripting token in the email to personalize it for each recipient. Syncing this data on the ''Person'' level in a number of fields for ''Product'' or ''Service'' would limit the number of products and services you can store for each person, and would require building Segmentations for Product and Service and adding Segments into the Email as Dynamic content for personalization. Creating a maximum of 3 fields for each piece of data for both Products and Services onto the ''Person'' level would also limit the number of products and services you can store for each person, and would require adding each field into Email Scripting tokens then use to turn the module on or off if they have less than 3 products.
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