Data Activations and Utilization20% of the exam
Activations: targets, membership and contact points
How a segment reaches a channel: activation targets, Unified Individual as activation membership, contact points per target and source priority order, full versus incremental refresh, waterfall subsegment activation, calculated insights and related attributes in the payload, and activation filters.
Publish Activations within Data 360.
~7 min read · 13 practice questions ·
What the exam expects
- Name the activation target types and what each receives.
- Choose Unified Individual as activation membership and explain the inflated count when Individual is chosen.
- Match contact points to targets and their required mappings, and predict the value that source priority order sends.
- Choose full or incremental refresh, including the first-publish rule and exclusion options.
- Activate waterfall subsegments, calculated insights and related attributes, and pick activation filters over segment filters for personalization.
Key terms:
- Activation: the process that publishes a segment to an activation platform.
- Activation target: the stored connection to one platform that segment data is sent to.
- Activation membership: the DMO whose fields are grouped for the activation, normally Unified Individual.
- Contact point: a field or set of fields used to reach a person, such as email or phone.
- Source priority order: the ranked sources and types used to pick one contact point value.
Key facts
Membership with identity resolution
- Detail
- Must be Unified Individual
Non-Unified membership
- Detail
- Includes all contact points; duplicates in count
MAID and OTT
- Detail
- External platforms only; Device mapping required
Engagement default priority
- Detail
- Engagement Primary, then Any
Removing Any
- Detail
- Lower population count
First publish
- Detail
- Always a full refresh
Incremental to full
- Detail
- Can't revert after switching
Audience DMO TTL
- Detail
- 30 days
Activation targets
- Detail
- 300 per org
Non-aggregatable metric
- Detail
- Needs one or more dimension filters
Sources for this section (6)
- Activation for Segmentshelp.salesforce.com (opens in a new tab)
- Unified Individual for Activation Membershiphelp.salesforce.com (opens in a new tab)
- Contact Pointshelp.salesforce.com (opens in a new tab)
- Activation Refresh Typeshelp.salesforce.com (opens in a new tab)
- Limits and Guidelineshelp.salesforce.com (opens in a new tab)
- Calculated Insights in Activationhelp.salesforce.com (opens in a new tab)
- Why does choosing Individual as activation membership inflate the count?
- When should an incremental activation be replaced by full refresh?
- Which incremental options send only newly added profiles?
- Which contact points can a Marketing Cloud Engagement activation receive?
The questions are free to read. Answers with their sources and self-grading are included with the pack.
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