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Adobe AD0-E556 Exam
Adobe Marketo Engage Architect (Page 2 )

Updated On: 1-Feb-2026
Page 2 of 11
PDF with 50 Questions

A consultant conducts an audit on a company's Adobe Marketo Engage instance and discovers:
- The instance hits its API limit twice a month, affecting leads from multiple third-party integrations from being consistently created or updated automatically. - The field "Country' is set as a text field, which results in inconsistent variations and misspellings of the country value, leading to the inability to route leads to the proper regional sales team. - There is a Segmentation called "Reqion", which is defined by the "Country" field values; due to the inconsistency of the field, a majority of the person records sit in the "Default" segment. - Lead routing is based on the "Region" segment, and there is no logic set in the routing to account for the "Default" leads.
After sharing these findings with a group of stakeholders, the stakeholders share:
- The Data Science team uses the Marketo Engage API to pull data out of the instance twice a month for an executive dashboard that tracks quarterly goals. - The Sales team is extremely below target for qualified leads because the volume routed to them is so low.
- The Web team has reported on below-average form conversions because too many fields are open text.
- The Marketing team wants to send nurture emails that are localized based on the "Region" Segmentation.
The end of the quarter is 1 month away.
What is the first action the consultant should take?

  1. Create a daily re-occurring batch that standardizes "Country" into clean values
  2. Change the ' Country" field from a text field to a string field to standardize the values
  3. Advise the Data Science team to minimize their API query to reduce the consumption of the API limit
  4. Advise the company to increase its API limits to solve the API issue

Answer(s): C

Explanation:

The first action the consultant should take is to advise the Data Science team to minimize their API query to reduce the consumption of the API limit. This is because hitting the API limit twice a month affects leads from multiple third-party integrations from being consistently created or updated automatically, which impacts the lead routing and nurturing processes. By reducing the API query, the consultant can ensure that the integrations are not disrupted and that leads are not lost or delayed. The other options are not as urgent or effective as this one, because they do not address the root cause of the problem or they require more time and resources to implement.


Reference:

https://docs.marketo.com/display/public/DOCS/Understanding+Marketo+API+Limits



A marketer is in charge of marketing campaigns for a company that creates customized vinyl figurines. The marketer is launching a multi-channel campaign that will include nurture, webinars, paid social ads, virtual events, and more. The marketer creates a nurture email program that consists of a series of six emails to be sent once a week and wants to understand the impact. The target audience will be put through many campaigns.
When reporting on effectiveness or ineffectiveness of an email nurture, which two valid metrics should the marketer utilize to decide what to do next? (Choose two.)

  1. The number of completed calls to action, typically conversions or form fills, driven by the multi-*-* channel campaign
  2. The number of completed calls to action, typically conversions or form fills, driven specifically by '- ' the nurture
  3. The number of people entering the nurture
  4. The number of people who unsubscribed from the nurture
  5. The number of MQLs that were created by the multi-channel campaign

Answer(s): B,D

Explanation:

The two valid metrics that the marketer should utilize to decide what to do next are the number of completed calls to action, typically conversions or form fills, driven specifically by the nurture and the number of people who unsubscribed from the nurture. These metrics will help the marketer to understand the impact and effectiveness of the nurture email program, as well as to identify areas for improvement or optimization. The number of completed calls to action, typically conversions or form fills, driven specifically by the nurture will enable the marketer to measure how well the nurture emails are engaging and persuading leads to take a desired action, such as downloading a whitepaper, registering for a webinar, requesting a demo, etc. The number of people who unsubscribed from the nurture will enable the marketer to measure how well the nurture emails are retaining and satisfying leads, as well as to avoid sending unwanted or irrelevant emails.


Reference:

https://docs.marketo.com/display/public/DOCS/Nurture+Programs https://docs.marketo.com/display/public/DOCS/Nurture+Program+Best+Practices



The marketing team at a multinational company needs to better understand their marketing effectiveness. The team is planning for the next fiscal year and must decide how to allocate budget to the various marketing channels. Spending must be cut by $1,000,000. The team needs to decide what they are not going to do next year. By using program analyzer, extracting the information, and populating an Excel sheet, the team is able to analyze the following data.



Based on the data from this year's marketing metrics, which conclusion can be made to help make decisions for next year?

  1. Tradeshows returns the greatest ROI for acquiring new names, and webinars return the greatest q ROI for engaging people down the funnel. Due to paid social performance, the marketing team decides to cut back on spend by $1 million and opts not to do any paid social campaigns.
  2. Paid social is performing the best on average for both acquiring new names and engaging with q people down the funnel to generate pipeline. The team needs to cut $333,333 in each channel to spread out the cutbacks.
  3. Webinars provide the best ROI for acquiring new names because of the low cost. Tradeshows q provide the least ROI because of the high cost. To help the company save money without sacrificing returns, they need to cut Tradeshows by $1 million.

Answer(s): C

Explanation:

The conclusion that can be made based on the data from this year's marketing metrics is that webinars provide the best ROI for acquiring new names because of the low cost, and tradeshows provide the least ROI because of the high cost. To help the company save money without sacrificing returns, they need to cut tradeshows by $1 million. This conclusion can be derived from analyzing the data in terms of cost per acquisition (CPA), return on investment (ROI), and budget allocation. Webinars have the lowest CPA ($10) and the highest ROI (900%) among all channels, which means they are the most efficient and effective way to acquire new names. Tradeshows have the highest CPA ($100) and the lowest ROI (100%) among all channels, which means they are the least efficient and effective way to acquire new names. Tradeshows also have the largest budget allocation ($1 million) among all channels, which means they are consuming a lot of resources without generating much value. Therefore, cutting tradeshows by $1 million will help the company reduce costs and increase returns.


Reference:

https://docs.marketo.com/display/public/DOCS/Program+Analyzer https://docs.marketo.com/display/public/DOCS/Program+ROI



An Adobe Marketo Engage Architect at Cookieless Monsters Inc. is creating a report on Revenue Explorer to track Marketing Influence on Opportunity Closed-Won by First-Touch (FT) and Multi- Touch (MT) attribution models of Marketo Engage.
Which two factors should the Architect consider while setting up FT and MT attribution reports on Revenue Explorer? (Choose two.)

  1. FT attribution answers, "Which programs are most influential in moving people forward in the sales cycle over time?" and MT answers, "Which programs are good at acquiring profitable new names?"
  2. Credit is split evenly, and credit cannot be given for something that happened in the past.
  3. Credit can be manually assigned, and credit can be given for something that happened in the past.
  4. FT attribution answers, "Which programs are good at acquiring profitable new names?" and MT answers, "Which programs are most influential in moving people forward in the sales cycle over time?"
  5. Credit is not split evenly, and credit cannot be given for something that happened in the past.

Answer(s): B,D

Explanation:

The two factors that the Architect should consider while setting up FT and MT attribution reports on Revenue Explorer are that credit is split evenly, and credit cannot be given for something that happened in the past, and that FT attribution answers, "Which programs are good at acquiring profitable new names?" and MT attribution answers, "Which programs are most influential in moving people forward in the sales cycle over time?". These factors will help the Architect to understand and apply the logic and purpose of each attribution model. Credit is split evenly means that each program that a person interacted with in their journey will receive an equal share of credit for influencing the opportunity or revenue outcome, regardless of the timing or impact of the interaction. Credit cannot be given for something that happened in the past means that a person must have interacted with a program before becoming an opportunity or a customer, otherwise the program will not receive any credit for influencing the outcome. FT attribution answers, "Which programs are good at acquiring profitable new names?" means that this model assigns 100% credit to the first program that a person interacted with before becoming a known lead, which measures how well a program is generating new leads for the pipeline. MT attribution answers, "Which programs are most influential in moving people forward in the sales cycle over time?" means that this model assigns partial credit to multiple programs that a person interacted with throughout their journey from lead to opportunity to customer, which measures how well a program is influencing and nurturing leads along the funnel stages.


Reference:

https://docs.marketo.com/display/public/DOCS/Attribution+Models https://docs.marketo.com/display/public/DOCS/First+Touch+Attribution https://docs.marketo.com/display/public/DOCS/Multi-Touch+Attribution



A large global company hires a media agency to run their paid social campaigns. They use a standardized UTM structure to track paid activities, which will allow them to differentiate paid efforts versus organic efforts. For example, UTM-source=paid social, UTM-medium=facebook, UTM- campaign:=B2B-social, UTM-content=Definitive-guide-to-paid-social. Cost will be added to the Adobe Marketo Engage programs on a monthly basis. The same assets will be used across campaigns and social platforms (Twitter, Facebook, Linkedln).
Which Marketo Engage program structure will allow the company to determine paid social effectiveness and ROI?

  1. - A program in the Global Content channel will capture member success, and a program will be created for each asset regardless of the platform that drove the person to the asset - UTMs will be used to place people in static lists to separate out the different platforms that drove the lead
    - Cost will be added to each Global Content program
  2. - A program in the Global Content channel will capture member success - A program in the paid social channel will capture member success and one will be created for each asset and social media campaign
    - Cost will be added to each paid social program and content program
  3. - A program in the Global Content channel will capture membership but not success - A program in the paid social channel will capture member success
    - Each program in the social media channel will be created for each paid social campaign - Cost will be added to paid social programs

Answer(s): B

Explanation:

The requirement should be met by creating one set of channels and using a tag to determine Direct or Partner. This will allow the company to report on the efficacy of direct marketing and investment to third-party seller/partner marketing, as well as to determine how budget should be spent the following year. Creating one set of channels will enable the company to use consistent and standardized metrics and definitions for each channel type, such as webinar, paid social, virtual event, etc. Using a tag to determine Direct or Partner will enable the company to differentiate and track the performance and ROI of each marketing channel based on whether it was executed by the company or by a third-party seller.


Reference:

https://docs.marketo.com/display/public/DOCS/Programs+and+Channels https://docs.marketo.com/display/public/DOCS/Tags



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