To configure specific data extensions, like Product Information, that are used by several business units (BU), Northern Trail Outfitters should share data extensions from the top-level BU. Sharing data extensions from the top-level BU allows marketers to grant access to common data sources across multiple child BUs without creating local copies or duplicating data. Reference: https://help.salesforce.com/s/articleView?id=sf.mc_co_share_data_extensions_across_business_units.htm&type=5

To send an SMS message and capture the responses in a data extension using AMPscript, Northern Trail Outfitters should use two MobileConnect templates: Text Response and Data Capture. Text Response is a template that allows marketers to send a text message to a mobile number and receive a reply. Data Capture is a template that allows marketers to use AMPscript to insert the reply into a data extension. Reference: https://help.salesforce.com/s/articleView?id=sf.mc_moc_text_response.htm&type=5 https://help.salesforce.com/s/articleView?id=sf.mc_moc_data_capture.htm&type=5

Using an import activity to import a file from the SFTP can be used to maintain an auto-suppression list. An import activity allows users to import data from a file on the Marketing Cloud FTP into a data extension or list. An auto-suppression list is a type of exclusion list that prevents subscribers from receiving certain types of messages based on criteria such as email address, subscriber key, or domain. Reference: https://help.salesforce.com/s/articleView?id=sf.mc_as_import_file_activity.htm&type=5 https://help.salesforce.com/s/articleView?id=sf.mc_es_auto_suppression_lists.htm&type=5

To select an audience of subscribers who have made purchases in the last 6 months, but are yet to be loyalty members, Northern Trail Outfitters should use Contact Builder Attribute Groups. Attribute Groups are collections of data extensions and data sources that are linked by common fields or attributes. Attribute Groups allow marketers to create segments and filters based on data from multiple sources, such as purchase data and loyalty data. Reference: https://help.salesforce.com/s/articleView?id=sf.mc_cab_attribute_groups.htm&type=5

To provide near real-time data in a 30-day welcome journey, Northern Trail Outfitters should use contact data using synchronized data sources. This will allow them to access the most up-to-date data from their CRM system in decision splits and other journey activities. Journey data is static and based on the entry source data extension, which may not reflect recent changes in CRM. Contact data mapped through profile attributes or imported from CRM reports may not be as timely or accurate as synchronized data sources. Reference: https://help.salesforce.com/s/articleView?id=sf.mc_co_synchronized_data_sources.htm&type=5 https://help.salesforce.com/s/articleView?id=sf.mc_jb_decision_split.htm&type=5