# Marketing scores, record components and Marketing Intelligence

*Marketing Cloud Next Consultant Study Guide · Analytics & Performance Insights · Last updated November 6, 2026 · https://www.certifyforce.com/study-guide/marketing-cloud-next-consultant/analytics-and-performance-insights/marketing-scores-record-components-and-marketing-intelligence*

How marketing data reaches the people who use it: score and engagement components on records, scores in segments, Data 360 reports on Einstein data, Marketing Performance Intelligence versus Marketing Intelligence, and the Marketing Insights for Sales Cloud app.

- Certification: Salesforce Marketing Cloud Next Consultant
- Exam section: Analytics & Performance Insights
- Study guide: https://www.certifyforce.com/study-guide/marketing-cloud-next-consultant

**Official exam objective:**

> Given a scenario, describe how to surface marketing data and insights across the Salesforce platform.

## What the exam expects

- Choose the record component that shows a score or an engagement table, and configure its settings.
- Use marketing scores and account scores in segments, personalization and flows.
- Report on Einstein Engagement Frequency and Scoring data in Data 360.
- Decide whether a requirement fits Marketing Performance Intelligence or needs Marketing Intelligence.
- Harmonize CRM and ad data in the Marketing Insights for Sales Cloud app.

**Key terms.** *Data 360 Profile Insights:* a record component showing one numerical score. *Data 360 Profile Engagement:* a record component showing a table of engagement metrics. *Unified Link Individual:* the link that connects a record component to the Unified Individual. *Marketing Semantic Data Model:* the Data 360 model that standardizes data and metrics across channels. *Harmonization:* matching CRM campaign names to ad campaign names.

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Profile Insights | One calculated insight per component, on Lead and Contact records | [Page Customization](https://help.salesforce.com/s/articleView?id=mktg.mktg_admin_page_layouts_ref.htm&type=5&language=en_US) |
| Component data space | default | [Page Customization](https://help.salesforce.com/s/articleView?id=mktg.mktg_admin_page_layouts_ref.htm&type=5&language=en_US) |
| Unified Individual link | Unified Link Individual | [Page Customization](https://help.salesforce.com/s/articleView?id=mktg.mktg_admin_page_layouts_ref.htm&type=5&language=en_US) |
| Account pages | The scoring component isn't available | [Scoring](https://help.salesforce.com/s/articleView?id=mktg.mktg_data_scoring_use_scoring.htm&type=5&language=en_US) |
| Einstein report data | At least 90 days of outbound email engagement, up to a week to appear | [Einstein Reports](https://help.salesforce.com/s/articleView?id=mktg.mktg_einstein_dc_reports.htm&type=5&language=en_US) |
| Marketing Intelligence extras | Paid-media connectors and custom Tableau Next dashboards | [Compare](https://help.salesforce.com/s/articleView?id=mktg.mktg_marketing_performance_intelligence_compare.htm&type=5&language=en_US) |
| Sales Cloud insights app | Supports only new CRM data stream creation | [App Setup](https://help.salesforce.com/s/articleView?id=mktg.dato_market_insights_setup.htm&type=5&language=en_US) |
| CRM classification | Statuses go to Lead or Qualified Lead, and stages to Opportunities or Closed Won | [App Setup](https://help.salesforce.com/s/articleView?id=mktg.dato_market_insights_setup.htm&type=5&language=en_US) |

## Check yourself

- When does an engagement activity count toward Opportunity Influence?
- Why does MPI reduce the need to reconcile numbers between analytics tools?
- When does an account score need a data graph instead of a segment?
- Which product's documentation describes Engagement History Reports?

## Sources

- [Recommended Page Customization](https://help.salesforce.com/s/articleView?id=mktg.mktg_admin_page_layouts_ref.htm&type=5&language=en_US)
- [Get the Most Out of Scoring in Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_data_scoring_use_scoring.htm&type=5&language=en_US)
- [Data 360 Reports for Einstein Features in Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_einstein_dc_reports.htm&type=5&language=en_US)
- [Compare Marketing Performance Intelligence and Marketing Intelligence](https://help.salesforce.com/s/articleView?id=mktg.mktg_marketing_performance_intelligence_compare.htm&type=5&language=en_US)
- [Marketing Performance Intelligence](https://help.salesforce.com/s/articleView?id=mktg.mktg_marketing_performance_intelligence.htm&type=5&language=en_US)
- [Set Up the Marketing Insights for Sales Cloud App](https://help.salesforce.com/s/articleView?id=mktg.dato_market_insights_setup.htm&type=5&language=en_US)
- [Monitoring, Reporting, and Optimization](https://help.salesforce.com/s/articleView?id=mktg.mktg_apps_email_reporting.htm&type=5&language=en_US)
- [Reporting in Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_reporting_types.htm&type=5&language=en_US)
- [Set Up Reporting in Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_admin_setup_reporting.htm&type=5&language=en_US)
- [Tools for Tracking and Reporting on Campaigns](https://help.salesforce.com/s/articleView?id=mktg.mktg_campaigns_reporting_ref.htm&type=5&language=en_US)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 8 linked practice questions, and unlimited timed mock exams are included with the Marketing Cloud Next Consultant pack (USD $19): https://www.certifyforce.com/practice-exams