CRM data, people records and Actionable Lists
Which people record fits each stage, how records become unified individuals, how to build and maintain Actionable Lists, and how CRM objects reach segments and content through data streams, streaming eligibility and data graphs.
Given a business requirement, identify how CRM data, including objects, records, and Actionable Lists, can be ingested and used for audience segmentation, activation, and content personalization.
~8 min read · 18 practice questions ·
What the exam expects
- Choose among prospect, lead and contact for a person at a given stage.
- Explain how a CRM record becomes an individual and a unified individual, and what must finish before it joins a segment.
- Choose between an Actionable List and a segment, then create, update, share and automate a list.
- Bring a custom CRM object into segmentation, and explain batch and streaming behavior.
- State the consequences of skipping the sales data kit.
- Route related CRM data into message content.
Key terms. Prospect: someone who has shared contact details but isn't qualified. Individual: the Data 360 record created from a people record at sync. Unified individual: consolidated matching individuals. Actionable List: a fixed collection of leads or contacts. Data Cloud Salesforce Connector: the permission set that governs which CRM objects Data 360 can ingest.
Key facts
- Detail
- A prospect can convert to a lead or a contact
- Detail
- At the next sync after a prospect, lead or contact is imported or created
- Detail
- Configure a flow, for example on a record change or form submission
- Detail
- Marketing Cloud Admin or Marketing Cloud Manager
- Detail
- Read and View All Records
- Detail
- Select up to 30
- Detail
- The object must support change events
- Detail
- Requires the sales data kit
- Detail
- Unified Individual in the default data space for the baseline setup; configured business-unit campaigns use their unit's mapped data space. See "Business units, data spaces and workspace governance".
Sources for this section (7)
- People Recordshelp.salesforce.com (opens in a new tab)
- Actionable Listshelp.salesforce.com (opens in a new tab)
- Object and Field Permissionshelp.salesforce.com (opens in a new tab)
- CRM Data Streamhelp.salesforce.com (opens in a new tab)
- Deploy Data Kitshelp.salesforce.com (opens in a new tab)
- Segmentationhelp.salesforce.com (opens in a new tab)
- Business-unit campaignshelp.salesforce.com (opens in a new tab)
- Why shouldn't an admin edit the DataCloudEntities channel through Metadata API?
- When does a list creator learn that an import has finished?
- What must a marketer enter to add one prospect manually?
- Why might CRM stream validation show Failed and then run again?
The questions are free to read. Answers with their sources and self-grading are included with the pack.
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