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The Build and Analyze Customer Journeys using Marketing Cloud certification exam covers a range of topics, including data management, email marketing, mobile messaging, and journey builder. Candidates will need to have a good understanding of these topics to pass the exam. However, Salesforce provides a range of resources and training materials to help candidates prepare for the exam, such as Trailhead modules, study guides, and practice exams.

Reference: https://trailheadacademy.salesforce.com/classes/mkt101-build-and-analyze-customer-journeys-using-marketing-cloud#

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Salesforce MKT-101 Exam Syllabus Topics:

SectionObjectives
Measurement and Analytics- Optimization
  • 1. A/B testing in journeys
    • 2. Optimization based on engagement data
      - Journey performance tracking
      • 1. Journey analytics dashboard
        • 2. Conversion and engagement metrics
          Messaging and Engagement- Content personalization
          • 1. Personalization strings and AMPscript basics
            • 2. Dynamic content blocks
              - Channel execution
              • 1. Mobile and push messaging basics
                • 2. Email Studio messaging
                  Journey Design and Automation- Automation tools
                  • 1. Triggered sends and API events
                    • 2. Automation Studio workflows
                      - Journey orchestration
                      • 1. Wait activities and scheduling logic
                        • 2. Decision splits and engagement splits
                          Customer Journey Fundamentals- Journey Builder Overview
                          • 1. Journey Builder components and architecture
                            • 2. Entry sources and event-based journeys
                              - Audience Segmentation
                              • 1. Filtering and dynamic segmentation
                                • 2. Data extensions and contact model

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