AD0-E556: Adobe Certified Master - Adobe Marketo Engage Architect

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QuestionQ10

Section 2A: Marketo Data Architecture Design

An Adobe Marketo Engage Architect has just joined a company and is tasked with auditing the prospect engagement scoring model. The previous administrator did not properly build or maintain the model. The Marketing and Sales teams have identified all the engagement elements they want the newly revamped model to score on, and the administrator needs to implement improvements.

Based on best practices, which three elements are important for the Architect to keep in mind when updating the scoring model?

Choose three
Explanation

Marketo scoring best practices call for: using tokens to hold every scoring point value so values can be updated in a single location rather than edited individually across many flow steps; keeping all scoring-related triggers and flow steps consolidated in one operational program in Marketing Activities, which centralizes management, prevents duplicate or conflicting scoring logic, and simplifies auditing and reporting; and explicitly considering how often each behavior should add or subtract points (some actions should score every time they occur while others should only score once) so the model accurately reflects engagement without artificial inflation. Scoring logic embedded in individual form programs, restricting scoring only to records already converted to Leads, and creating a dedicated 'Scoring' channel are not part of Marketo's documented scoring best practices.

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