A retail brand wants to start using AMC but their team has mixed expertise. They have media planners who understand campaign strategy but have never written SQL, and analysts who can write queries but need business context. How should these roles work together for successful AMC implementation?

Question: A retail brand wants to start using AMC but their team has mixed expertise. They have media planners who understand campaign strategy but have never written SQL, and analysts who can write queries but need business context. How should these roles work together for successful AMC implementation?

• Media planners should learn SQL first before the team can begin using AMC
• Analysts should make all strategic decisions and handle both query building and campaign optimization
• Media planners define business questions and requirements; analysts build the queries to generate insights

Explanation

The correct choice is C. Amazon Marketing Cloud works best when business strategy and technical query development are connected. Media planners can define the campaign objective, audience need, and measurement question. Analysts can translate those requirements into AMC workflows or SQL logic. This collaboration helps ensure outputs are both technically accurate and useful for campaign decisions.

Why the other options are incorrect

Media planners is incorrect because AMC includes guided workflows and does not require every user to learn SQL before starting.

Analysts is incorrect because technical query building should be guided by campaign strategy and business context.

Source for verification

https://advertising.amazon.com/solutions/products/amazon-marketing-cloud

https://advertising.amazon.com/API/docs/en-us/guides/amazon-marketing-cloud/reporting/create-workflow

The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Amazon Marketing Cloud Certification" page.