MCB Data Cloud Certification Practice Exam

What should Northern Trail Outfitters (NTO) do to ensure the best email address is activated in the identity resolution ruleset?

1. Set the default reconciliation rule to Last Updated.

2. Use the source priority order in activations to make sure a contact point from the desired source is delivered to the activation target.

3. Include Contact Point Email object Is Active field as a match rule.

4. Ensure Marketing Cloud is prioritized as the first data source in the Source Priority reconciliation rule.

The correct answer is: Use the source priority order in activations to make sure a contact point from the desired source is delivered to the activation target.

The best approach for Northern Trail Outfitters (NTO) to ensure the best email address is activated in the identity resolution ruleset is to utilize the source priority order in activations. This means that NTO should configure the system to prioritize contacts from specific sources. By doing so, if a contact point email address comes from a more reliable or desired source, it will take precedence over others that may also provide an email address for the same contact. Prioritizing sources can significantly enhance data quality and ensure that the most relevant and trustworthy information is being utilized for communications. For instance, if NTO has several sources feeding into their data system, some may be more current or correct than others. By establishing a clear source priority, NTO can effectively manage which data gets activated and used for email communications, reducing the risks associated with using outdated or erroneous information. This strategy contrasts with the other choices, which may not directly address the need for prioritizing data quality through source control. For example, setting the default reconciliation rule to Last Updated may not necessarily mean the email address being activated is the best choice overall; it simply prioritizes the most recently updated record without considering the quality or relevance of the source. Similarly, including match rules or focusing solely on