To resolve the issue of new contacts not receiving SMS messages due to missing country codes in the mobile number field, the best solution is to select 'Normalize Phone Number' in Journey settings.
* Normalize Phone Number: In Journey Builder's SMS activity settings, enabling the "Normalize Phone Number" option automatically formats phone numbers to the E.164 standard (e.g., +1 for US numbers) by appending the appropriate country code based on a specified default country (in this case, the United States). This ensures that phone numbers missing a country code are correctly formatted for SMS delivery.
* Why it works:
* SMS providers require phone numbers in E.164 format (e.g., +12025550123 for a US number).
* If the mobile number in the Salesforce Entry Data Extension lacks the country code (e.g.,
2025550123), the SMS will fail to send.
* Normalizing phone numbers at the journey level corrects this issue without requiring manual updates to Salesforce records.
Why the other options are incorrect:
* A. Select 'US' as the sending country in SMS activity: The sending country setting in MobileConnect determines the short code or long code used for sending, not the formatting of recipient phone numbers.
It does not address missing country codes in the data.
* B. Format the phone field in Salesforce as +1[phonenumber]: While manually formatting phone numbers in Salesforce to include the +1 country code would work, it requires updating all existing records and implementing validation rules for new records, which is inefficient and prone to errors compared to normalization.
* D. Configure the phone field in Salesforce as US locale: Setting the phone field's locale in Salesforce affects display formatting (e.g., (202) 555-0123) but does not automatically add the +1 country code in the E.164 format required for SMS.
Exact Extract from Salesforce Documentation:
* Normalize Phone Number: "When you enable Normalize Phone Number in an SMS activity, Marketing Cloud automatically formats phone numbers to include the country code based on the selected country, ensuring compliance with E.164 standards for SMS delivery."(Source: Salesforce Help - MobileConnect SMS Activity Configuration)
* E.164 Format: "SMS messages require phone numbers in E.164 format, which includes the country code (e.g., +1 for the United States). Use normalization to correct improperly formatted numbers." (Source: Salesforce Help - MobileConnect Best Practices)

Explanation
The file naming pattern is a setting in the import activity that specifies how to identify the file to import. If the file name changes every time, but has a consistent prefix, the %%BASEFILENAME_FROM_TRIGGER%% variable can be used tomatch the file name based on the prefix. For example, if the file naming pattern is set to thankyou_customers_%%BASEFILENAME_FROM_TRIGGER%%.csv, it will match any file that starts with thankyou_customers_ and ends with .csv.
References:https://help.salesforce.com/articleView?id=sf.mc_as_import_file_naming_conventions.htm&type=5

Publication List and Auto-Suppression List can be used to control what content is available to certain users and business units based on their preferences and send volume. A Publication List allows subscribers to opt in or out of different types of communications, while an Auto-Suppression List automatically excludes subscribers from receiving certain messages based on criteria such as frequency or content category.
References: https://help.salesforce.com/articleView?id=sf.mc_es_publication_lists.htm&type=5 https://help.
salesforce.com/articleView?id=sf.mc_es_auto_suppression_lists.htm&type=5

Explanation
Two options that could be recommended for localizing email content to speak to subscribers in their own language are:
Leverage AMPscript within an email template to lookup subscriber language and personalize the email based on the value. AMPscript is a scripting language that allows marketers to perform complex tasks within messages, such as looking up data from data extensions, applying conditional logic, or displaying dynamic content based on subscriber attributes or behaviors.
Leverage enhanced dynamic content blocks within Content Builder to create language-specific emails.
Enhanced dynamic content blocks are blocks that allow marketers to create personalized content based on rules and filters without coding.
Leveraging personalization strings within the email template will not help with localization, as they are used for inserting simple subscriber attributes or system information into messages. Leveraging Content Builder to create email templates for each individual language will not be efficient or scalable, as it will require creating and maintaining multiple templates for each message. References:
https://help.salesforce.com/s/articleView?id=sf.mc_es_ampscript_overview.htm&type=5
https://help.salesforce.com/s/articleView?id=sf.mc_ceb_enhanced_dynamic_content_blocks.htm&type=5

Explanation
To encourage customers who made a purchase on theirwebsite without leaving a review to come back and review their purchase, Northern Trail Outfitters should use Google Analytics 360. Google Analytics 360 is a tool that allows marketers to measure website activity and behavior, such as purchases and reviews, and create audiences based on those metrics. These audiences can then be used as entry sources for journeys in Marketing Cloud that send targeted messages to customers.
References:https://help.salesforce.com/s/articleView?id=sf.mc_co_google_analytics_360_integration_overview.