What is a reason for this?

Luxury Retailers created a segment targeting high value customers that it activates through Marketing Cloud for email communication. The company notices that the activated count is smaller than the segment count.

What is a reason for this?
A . Marketing Cloud activations apply a frequency cap and limit the number of records that can be sent in an activation.
B . Data Cloud enforces the presence of Contact Point for Marketing Cloud activations. If the individual does not have a related Contact Point, it will not be activated.
C . Marketing Cloud activations automatically suppress individuals who are unengaged and have not opened or clicked on an email in the last six months.
D . Marketing Cloud activations only activate those individuals that already exist in Marketing Cloud.
They do not allow activation of new records.

View Answer

Answer: B

Explanation:

Data Cloud requires a Contact Point for Marketing Cloud activations, which is a record that links an individual to an email address. This ensures that the individual has given consent to receive email communications and that the email address is valid. If the individual does not have a related Contact Point, they will not be activated in Marketing Cloud. This may result in a lower activated count than the segment count.

Reference: Data Cloud Activation, Contact Point for Marketing Cloud