MCA Lead Scoring 2

Question 1

A lead downloads a whitepaper (+10), visits the pricing page (+15), and unsubscribes from email (−20). What is the net score change?

Accepted Answer

+5

Answer

10 + 15 − 20 = +5 net score change.

Question 2

Which Marketo feature allows score decay when a lead has not engaged for a defined period?

Accepted Answer

Score Decay Smart Campaign

Answer

A Score Decay Smart Campaign uses a scheduled trigger to reduce scores for inactive leads over time.

Question 3

A company wants separate scores for 'product interest' and 'buying intent.' Which Marketo capability supports this?

Accepted Answer

Multiple custom score fields

Answer

Marketo supports multiple custom score fields so companies can track different scoring dimensions independently.

Question 4

When should you use 'Change Score' versus 'Change Data Value' in a Marketo flow step for scoring?

Accepted Answer

Change Score adds/subtracts relative values; Change Data Value sets an absolute value

Answer

'Change Score' adjusts the field by a relative amount while 'Change Data Value' overwrites with an absolute value.

Question 5

A prospect visits a web page 20 times in one day. Which scoring best practice prevents score inflation from this behavior?

Accepted Answer

Cap scoring frequency using a 'once per day' or 'once per period' constraint

Answer

Adding a frequency cap (e.g., once per day) to web-visit triggers prevents a single hyperactive session from inflating a score.

(MCA) Marketo Certified Associate Practice Test