What is the Operational?

[KyokoKazama]

Here is a sample question of Program Fundamentals.

Q:What program type would you need to apply to a Marketo program containing your company's lead scoring rules?

A. Web form

B. Event

C. Smart program

D. Operational

The correct answer is D, but I don't know why.
What the Operatinal means in this case? 

The question sentence translated into Japanese is very strange.

[MitchellH]

Hi KyokoKazama,

The wording on that question is a little strange, even in English! "Operational" refers to the way you might file a scoring program (ie what folder you put it in), not the actual type of program (which I would say should be "default"). Some more information about organising programs is here: https://docs.marketo.com/display/public/DOCS/Best+Practice%3A+How+to+Organize+your+Programs

Is that question wording exact? Where did you find it - a sample exam?

[KyokoKazama · Accepted solution]

こんにちはミッチェルUP

Thanks for your reply.

I found a question here, but it seems to be updated at regular intervals.

https://marketingrobots.io/

Some questions have duplicate choices. Or the answer is clearly wrong.

I have doubts about taking the exam of MCE with translated questions.

[SanfordWhiteman · Accepted solution]

Hi,

I can understand that automatic translation wouldn't help!

And the question shouldn't say "type," it should say "channel."

You can figure out that a scoring program best fits the Operational channel using 2 methods:

1. Direct reasoning.
   • Scoring doesn't directly involve marketing tasks (doesn't send emails/SMS/direct mail) even if it does take into account previous marketing responses.
   • Scoring doesn't have to be triggered; it can be based on a complex set of of disparate end user actions/attributes, processed via a scheduled batch. Because it might take into account form fillouts and event attendance, it isn't tied to either one.
   • Membership in a scoring program must not be considered in program success/ROI, and it doesn't involve costs. This is perhaps the most important factor.
   • Taken together, the above means scoring is closer to Operational than the other options. (However, my personal opinion is there should be a sub-channel like Operational » Scoring because it is different from purely Operational tasks like data cleansing.)
2. Process of elimination.
   • Scoring can involve both forms and events, so it isn't a "Web Form" or "Event." 
   • And "Smart Program" isn't a well-known program channel.
   • So it has to be "Operational" if those are the choices. 🙂