Unicorn and their Adobe Marketo Engage Architect want to update their current scoring for web-based behaviors. One area that is highlighted for changes are the forms. The goal is to avoid using one form score, and instead use 3 score values, depending on whether the form is low (+3), medium (+7), or high value (+15).
What is the most scalable way to build these changes?

• A. Update the hidden Behavioral Score fields in each form to have the appropriate score values for the value of the form Make sure this triggers a Score field update as well
• B. Build Smart Campaigns that trigger based on the appropriate form into the Scoring Program Add the appropriate score values into the 'Change Data Value' flow step, then switch on
• C. Update the hidden Behavioral Score fields in each form to have the appropriate 'My Token' score for the value of the form Make sure this triggers a Score field update as well
• D. Build Smart Campaigns that trigger based on the appropriate form into the Scoring Program Add the appropriate score value 'My Tokens' into the 'Change Score' flow step, then switch on

When should you use multiple partitions in Marketo? (Choose two)

• A. When segmenting audiences by lifecycle stages
• B. To track campaign performance
• C. For businesses with region-specific campaigns
• D. To manage leads for different business units

Refer to the case study. Unicorn Fintech's Marketing team wants to revamp its email marketing strategy to increase email engagement rates. They want to prioritize increasing their click-through rates and optimizing their subscription center experience to reduce unsubscribe rates. The subscription center is currently built using scripts and is connected to a data warehouse where the data is transferred and stored for legal purposes.
Who should the Adobe Marketo Engage Architect consult with to discuss these priorities?

• A. CMO, CRM Administrator, Corporate Attorney
• B. CMO, CIO, Corporate Attorney
• C. CIO, Web Developer, Corporate Attorney
• D. CMO, CIO, CRM Administrator

A client wants to capture UTM parameters at a program level to measure and report on the effectiveness of each Marketo program. The client has a large marketing team, and the Marketo administrator wants to streamline how they build their programs to ensure that all the data values are captured to enable the reporting. The company currently uses program member custom fields and has created program templates that the marketing team clones to minimize the number of steps necessary when setting up their programs.
They need advice on how they should modify their program templates and setup to capture their UTMs.
Which three actions should the administrator recommend to help the client meet their goals in the most efficient and scalable manner? (Choose three.)

• A. Create a Request Campaign to set UTM parameters in the Program Member Custom Fields to avoid race conditions
• B. Change Data Value steps in the smart campaigns to capture the UTMs in Program Member Custom Fields
• C. Create an executable smart campaign to set UTM parameters in the Program Member Custom Fields
• D. Configure Program Member Custom Fields to track the UTM parameters
• E. Configure program tokens for UTM parameters that have been inherited from a parent folder
• F. Configure local program tokens to set UTM parameters

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. 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
• C. 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
• D. 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