Microsoft Customer Data Platform Specialist (beta) v1.0 (MB-260)

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Total 53 questions

You are a Customer Data Platform Specialist. Your organization recently implemented audience insights. You need to create a measure using the ג€˜Average
Transaction Valueג€™ template to track the average spent by a customer.
As part of the process of creating the measure, you need to add data and map it to the data from the Unified Activity entity.
When you are setting up the measure, which two steps should you perform to complete this task? Each correct answer presents part of the solution.
NOTE: Each correct selection is worth one point.

  • A. Choose the attribute representing the Transaction value from the Unified Customer entity.
  • B. Choose the attribute representing the Transaction value from the Unified Activity entity.
  • C. Choose an activity type and select the entity with transactional data.
  • D. Choose either the Account or Contact entity to get the related transactional data.


Answer : BC

Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/measures?tabs=b2c

You are a Customer Data Platform Specialist.
One of the marketing users asked you to create two lists:
1. All customers that live in Paris, France
2. All customers that have made more than ten online purchases
You decide to create these lists as quick segments.
Which two options should you use as the base in quick segments to create the required insights? Each correct answer presents part of the solution.
NOTE: Each correct selection is worth one point.

  • A. Measures
  • B. Enrichments
  • C. Intelligence
  • D. Profiles
  • E. Data entities


Answer : AD

Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/segment-builder#quick-segments

DRAG DROP -
You are a Customer Data Platform Specialist. Your company uses audience insights as their Customer Data Platform.
The marketing team wants to know the total amount the customer has spent. The order lines are linked to a profile as part of the point-of-sale data source and through their loyalty ID.
Which five actions should you perform in sequence to create this insight? To answer, move the appropriate actions from the list of actions to the answer area and arrange them in the correct order.
Select and Place:




Answer :

Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/measures?tabs=b2c

DRAG DROP -
You are a Customer Data Platform Specialist. Your organization is using the Dynamics 365 Customer Insights as the Customer Data Platform.
Your marketing team wants to explore the suggested segments feature and create a segment based on measures.
Which four steps should be performed in sequence to achieve this goal? To answer, move the appropriate actions from the list of actions to the answer area and arrange them in the correct order.
Select and Place:




Answer :

Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/suggested-segments

You are a Customer Data Platform Specialist. Your company implemented audience insights as their Customer Data Platform.
While discussing the AI possibilities of audience insights with a campaign manager, you mention that the solution can suggest segments based on the activities of a profile. The campaign manager asks you to run a suggestion based on the sales order lines that are available in audience insights.
Which three factors will affect the segment suggestions? Each correct answer presents part of the solution.
NOTE: Each correct selection is worth one point.

  • A. The specific activity relationship path(s).
  • B. The number of days since the last order line
  • C. The credit card or any specific attributes recorded at the order line
  • D. The number of order lines
  • E. The value of the order line


Answer : BDE

Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/suggested-segments-activity

You are a Customer Data Platform Specialist. You completed unification and are looking to create relevant segments for your business. You want to identify insights on fields that overlap between segments.
Which statement is correct about using segment overlap?

  • A. Audience insights will recommend which fields may be the most insightful to use for segment overlap analysis.
  • B. You can select up to three fields to analyze for overlap analysis when you create a new segment overlap.
  • C. Audience insights will automatically select the fields for overlap analysis when you create a new segment overlap.
  • D. You can select one or more fields to analyze for overlap analysis when you create a new segment overlap.


Answer : D

Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/segment-insights

You are a Customer Data Platform Specialist. You created several customer segments. You want to identify differences between the segments that you created.
Which two statements are correct about using segment differentiations? Each correct answer presents part of the solution.
NOTE: Each correct selection is worth one point.

  • A. The higher the difference score, the more the attributes differ between the two segments.
  • B. You can compare a segment with the rest of your unified profiles or with another segment.
  • C. You can only compare one segment with another segment.
  • D. The lower the difference score, the more the attributes differ between the two segments.


Answer : AB

Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/segment-insights

Case study -
This is a case study. Case studies are not timed separately. You can use as much exam time as you would like to complete each case. However, there may be additional case studies and sections on this exam. You must manage your time to ensure that you are able to complete all questions included on this exam in the time provided.
To answer the questions included in a case study, you will need to reference information that is provided in the case study. Case studies might contain exhibits and other resources that provide more information about the scenario that is described in the case study. Each question is independent of the other questions in this case study.
At the end of this case study, a review screen will appear. This screen allows you to review your answers and to make changes before you move to the next section of the exam. After you begin a new section, you cannot return to this section.

To start the case study -
To display the first question in this case study, click the Next button. Use the buttons in the left pane to explore the content of the case study before you answer the questions. Clicking these buttons displays information such as business requirements, existing environment, and problem statements. When you are ready to answer a question, click the Question button to return to the question.

General Overview -
AdventureWorks Cycles is a bicycle retailer with a few locations in the Midwest region. The AdventureWorks Cycles business model supports both in store purchases as well as online orders. In addition to offering a wide variety of bicycles, the company sells clothing, performance nutrition supplements, bicycle parts as well as bicycle fitting and repair services. The customer base varies from professional cyclists, individual leisure riders to families. The business experienced unprecedented growth of over 2000% during the pandemic bringing a total number of customers to 10,000. The company decided to invest in Microsoft Dynamics
365 Customer Insights and Dynamics 365 Sales App to unify customer data and improve sales.

Data Source -
AdventureWorks Cycles uses Customer Insights to connect to data from three different sources to generate a unified customer record. The data ingestion has been done for the initial data load. There are three data sources containing customer profile data loaded to a dedicated storage account and container in the Azure
Data Lake:
Loyalty data source: This data source contains customer profile information from in-store purchases.
- loyalty.member.csv: srcid (primary key), firstname, lastname, middlename, fullname, addressstreet, loyalty_email, city, zipcode, state, homephone, datecreated, timestamp
Ecommerce Data source: This data source contains customer profile information from online purchases.
- ecom.member.csv: ecid (primary key), firstname, last name, fullname, email, homephone, streetaddress, city, zip, state, datecreated, timestamp
Cycling Clubs Data Source: This data source contains customer profile information for members of Cycling clubs.


- cclubcust.csv: ccid (primary key) firstname, lastname, full_name, email, main phone, streetaddress1, city, zip_code, state, datecreated, datecreated, timestamp
The Loyalty data source contains the largest and most trusted dataset. It is considered the Primary Source followed by Ecommerce and Cycling Clubs Data
Sources.
All three data sources share common customer demographics. Map, Match, and Merge (M3) rules within audience insights are applied accordingly to generate a unified customer record.
Additionally, there are three data sources that contain customer cellphone numbers for Loyalty, Ecommerce, and Cycling Club data sources that have been loaded to the Azure Data Lake but have not been ingested into audience insights.
cellPhone_loyaly.csv: srcid (primary key), cellphone
cellPhone_ec.csv: ecid (primary key), cellphone
cellPhone_cc.csv: ccid (primary key), cellphone

Pain Points -
The AdventureWorks Cycles leadership team identified several pain points that need to be addressed immediately to support current growth and ensure customer satisfaction.
1. Lack of strategy for refreshing the customer data in the audience insights. There is a considerable effort needed to build pipelines to flow the incremental data updates into the Azure Data Lake so it can be ingested and processed in audience insights.
2. Customer Service reps cannot search for customers efficiently in audience insights which affects the customer satisfaction. Also, they do not have valid cell phone numbers for customers since it is not part of the profile.
3. The Sales team uses the Dynamics 365 Sales app but are not able to use segments generated in audience insights to generate marketing lists.
4. Marketing campaigns often sound redundant and inefficient as the same messaging is being sent to multiple members of the same household.
5. The Marketing team cannot create fully personalized communications due to missing Full Name in the unified customer record.
6. The test team is complaining that they do not have a dedicated UAT environment where they can test features before they are deployed to production.

Project Goals -
1. Create a strategy to implement incremental data refresh in prod audience insights that reads data from Azure Data Lake Gen 2. In parallel configure incremental refresh in one of the non-production audience insights where all the data sources are available, loaded from Azure SQL database, through Power
Query to audience insights instance. This will allow some testing of the incremental refresh functionality to be completed while the long-term strategy is being finalized.
2. Implement necessary changes to address the remaining pain points identified during the Leadership Team meeting.

Detailed Requirements -

Pain Points -
1. Configuring incremental refreshes for all customer data profiles as follows:
- Incremental data refresh should be configured for member tables only
- Timestamp data and time field should be used by the system to check when the record was last updated
- All three tables should be refreshed every two days
2. Adding additional data sources and search fields to audience insights
- Ingesting Cell phone data- the requirement is to keep the name of the date sources aligned with the design document. See section 1 for more details.
- Furthermore, to get a quick snapshot of the quality of data, data profiling should be enabled for the phone fields only
- The following fields from the unified customer record should be added to index: Last Name, Full Name, Email, Cell Phone, Street Address, DOB
3. Ability to use segments from the audience insights to generate marketing lists
- The Sales team needs to generate a marketing campaign based on segment of customers who have a Loyalty email. (loyalty.email)
4. Ability to group customer profiles into a household cluster for purpose of generating targeted marketing communication
- A household cluster is defined as customers who share Last Name, Street Address, City, Zip Code and State
5. Adding Full Name field to the unified customer record
- Full Name is a merged field with the following merging policy a. loyalty.member.fullname b. ecom.member.fullname c. cclubcust.csv.full_name
6. Creating a sandbox environment that mirrors the current development environment
- Create a sandbox environment called UAT1 and copy configurations from env. ג€DEV1ג€. a. Note: there is also an exiting environment called ג€Devג€ and it is not configured correctly and should not be copied

You are a Customer Data Platform Specialist. You need to design a process to share the unified customer profile with the sales team. The sales team uses the
Dynamics 365 Sales app for marketing list generation.
Which two conditions must be met to export segments needed by the sales team to the D365 Sales app? Each correct answer presents part of the solution.
NOTE: Each correct selection is worth one point.

  • A. In order to export segment of customers who have DOB to Dynamics 365 Sales to create marketing lists, a connection to the Dynamics 365 Sales environment must be configured.
  • B. Contacts do not have to be present in Dynamics 365 Sales because the export process will create new contact records if they do not already exist.
  • C. In order to export segment of customers who have Loyalty email to Dynamics 365 Sales, a connection to the Dynamics 365 Sales environment must be configured.
  • D. Dynamics 365 Sales Contacts must be ingested into audience insights as a data source and included in the unified customer profile.


Answer : AD

Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/export-dynamics365-sales

Case study -
This is a case study. Case studies are not timed separately. You can use as much exam time as you would like to complete each case. However, there may be additional case studies and sections on this exam. You must manage your time to ensure that you are able to complete all questions included on this exam in the time provided.
To answer the questions included in a case study, you will need to reference information that is provided in the case study. Case studies might contain exhibits and other resources that provide more information about the scenario that is described in the case study. Each question is independent of the other questions in this case study.
At the end of this case study, a review screen will appear. This screen allows you to review your answers and to make changes before you move to the next section of the exam. After you begin a new section, you cannot return to this section.

To start the case study -
To display the first question in this case study, click the Next button. Use the buttons in the left pane to explore the content of the case study before you answer the questions. Clicking these buttons displays information such as business requirements, existing environment, and problem statements. When you are ready to answer a question, click the Question button to return to the question.

General Overview -
AdventureWorks Cycles is a bicycle retailer with a few locations in the Midwest region. The AdventureWorks Cycles business model supports both in store purchases as well as online orders. In addition to offering a wide variety of bicycles, the company sells clothing, performance nutrition supplements, bicycle parts as well as bicycle fitting and repair services. The customer base varies from professional cyclists, individual leisure riders to families. The business experienced unprecedented growth of over 2000% during the pandemic bringing a total number of customers to 10,000. The company decided to invest in Microsoft Dynamics
365 Customer Insights and Dynamics 365 Sales App to unify customer data and improve sales.

Data Source -
AdventureWorks Cycles uses Customer Insights to connect to data from three different sources to generate a unified customer record. The data ingestion has been done for the initial data load. There are three data sources containing customer profile data loaded to a dedicated storage account and container in the Azure
Data Lake:
Loyalty data source: This data source contains customer profile information from in-store purchases.
- loyalty.member.csv: srcid (primary key), firstname, lastname, middlename, fullname, addressstreet, loyalty_email, city, zipcode, state, homephone, datecreated, timestamp
Ecommerce Data source: This data source contains customer profile information from online purchases.
- ecom.member.csv: ecid (primary key), firstname, last name, fullname, email, homephone, streetaddress, city, zip, state, datecreated, timestamp
Cycling Clubs Data Source: This data source contains customer profile information for members of Cycling clubs.


- cclubcust.csv: ccid (primary key) firstname, lastname, full_name, email, main phone, streetaddress1, city, zip_code, state, datecreated, datecreated, timestamp
The Loyalty data source contains the largest and most trusted dataset. It is considered the Primary Source followed by Ecommerce and Cycling Clubs Data
Sources.
All three data sources share common customer demographics. Map, Match, and Merge (M3) rules within audience insights are applied accordingly to generate a unified customer record.
Additionally, there are three data sources that contain customer cellphone numbers for Loyalty, Ecommerce, and Cycling Club data sources that have been loaded to the Azure Data Lake but have not been ingested into audience insights.
cellPhone_loyaly.csv: srcid (primary key), cellphone
cellPhone_ec.csv: ecid (primary key), cellphone
cellPhone_cc.csv: ccid (primary key), cellphone

Pain Points -
The AdventureWorks Cycles leadership team identified several pain points that need to be addressed immediately to support current growth and ensure customer satisfaction.
1. Lack of strategy for refreshing the customer data in the audience insights. There is a considerable effort needed to build pipelines to flow the incremental data updates into the Azure Data Lake so it can be ingested and processed in audience insights.
2. Customer Service reps cannot search for customers efficiently in audience insights which affects the customer satisfaction. Also, they do not have valid cell phone numbers for customers since it is not part of the profile.
3. The Sales team uses the Dynamics 365 Sales app but are not able to use segments generated in audience insights to generate marketing lists.
4. Marketing campaigns often sound redundant and inefficient as the same messaging is being sent to multiple members of the same household.
5. The Marketing team cannot create fully personalized communications due to missing Full Name in the unified customer record.
6. The test team is complaining that they do not have a dedicated UAT environment where they can test features before they are deployed to production.

Project Goals -
1. Create a strategy to implement incremental data refresh in prod audience insights that reads data from Azure Data Lake Gen 2. In parallel configure incremental refresh in one of the non-production audience insights where all the data sources are available, loaded from Azure SQL database, through Power
Query to audience insights instance. This will allow some testing of the incremental refresh functionality to be completed while the long-term strategy is being finalized.
2. Implement necessary changes to address the remaining pain points identified during the Leadership Team meeting.

Detailed Requirements -

Pain Points -
1. Configuring incremental refreshes for all customer data profiles as follows:
- Incremental data refresh should be configured for member tables only
- Timestamp data and time field should be used by the system to check when the record was last updated
- All three tables should be refreshed every two days
2. Adding additional data sources and search fields to audience insights
- Ingesting Cell phone data- the requirement is to keep the name of the date sources aligned with the design document. See section 1 for more details.
- Furthermore, to get a quick snapshot of the quality of data, data profiling should be enabled for the phone fields only
- The following fields from the unified customer record should be added to index: Last Name, Full Name, Email, Cell Phone, Street Address, DOB
3. Ability to use segments from the audience insights to generate marketing lists
- The Sales team needs to generate a marketing campaign based on segment of customers who have a Loyalty email. (loyalty.email)
4. Ability to group customer profiles into a household cluster for purpose of generating targeted marketing communication
- A household cluster is defined as customers who share Last Name, Street Address, City, Zip Code and State
5. Adding Full Name field to the unified customer record
- Full Name is a merged field with the following merging policy a. loyalty.member.fullname b. ecom.member.fullname c. cclubcust.csv.full_name
6. Creating a sandbox environment that mirrors the current development environment
- Create a sandbox environment called UAT1 and copy configurations from env. ג€DEV1ג€. a. Note: there is also an exiting environment called ג€Devג€ and it is not configured correctly and should not be copied

You are a Customer Data Platform Specialist. The sales team asks you for an update on its requirement to be able to create a marketing list in Dynamics 365
Sales from audience insights data.
Which validation is necessary to satisfy the sales teamג€™s requirement?

  • A. Validate ecom_email field is part of the Customer entity profile, and it is not merged with any other email from a different source.
  • B. Validate loyalty_email field is part of the unified customer entity profile, and it is not merged with any other email from a different source.
  • C. Validate email field is part of the Loyalty Member entity and can be used as a filter when building a segment for export to Dynamics 365 Sales.
  • D. Validate all contacts ingested from Dynamics 365 Sales are included in the segment and the proper filter is applied.


Answer : B

Explanation:
Ability to use segments from the audience insights to generate marketing lists:
The Sales team needs to generate a marketing campaign based on segment of customers who have a Loyalty email. (loyalty.email)


You are a Customer Data Platform Specialist. Your company has audience insights set up as their Customer Data Platform solution. You transferred the management of the platform to a contractor. You want the contractor to manage the existing connections without having administrator access.
Which two statements are correct about allowing contributors to use a connection for exports? Each correct answer presents part of the solution.
NOTE: Each correct selection is worth one point.

  • A. Contributors will be able to use the connection if you select them in the ג€choose who can use this connectionג€ screen.
  • B. Contributors will see shared connections and can manage every export that uses this specific connection.
  • C. Contributors will have their exports removed if their permissions are changed.
  • D. Contributors will be able to view or edit the connection after being given permission to use the connection.


Answer : AB

Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/connections

You are a Customer Data Platform Specialist. The primary audience for your instance of audience insights is business accounts. You need to show audience insights data to Dynamics 365 Sales users without updating data in Dataverse.
Which Customer Card Add-in controls requires you to create semantic entity mapping before you can use it?

  • A. Contacts control
  • B. Intelligence control
  • C. Customer details control
  • D. Enrichments control


Answer : A

Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/customer-card-add-in

You are a Customer Data Platform Specialist. You completed an initial implementation of audience insights. The marketing team wants to send a survey to customers. The survey will determine their interest in several new services that your company may begin offering.
The marketing team will use a new survey website that can provide the results in a format that allows you to perform a custom SFTP import without going through the data unification process.
How can you display the levels of interest a customer has in each new service to users in Dynamics 365 Sales?

  • A. Configure an export to Dynamics 365 Sales, and add the fields to the contact form.
  • B. Enable the Customer Card Add-in, and add the timeline control to the contact form.
  • C. Create a Power BI report that queries the activity timeline, and embed it on the contact form.
  • D. Enable the Customer Card Add-in, and add the enrichment control to the contact form.


Answer : D

Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/customer-card-add-in https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/enrichment-sftp-custom-import

You are a Customer Data Platform Specialist. Some of the data your company stores need to adhere to strict organization compliance and security when establishing connections and exports. Your information technology department tells you that you must use a dedicated Azure key vault with your audience insights environment to help the organization meet its compliance requirements. The dedicated key vault will be used to stage and use secrets in an organizationג€™s compliance boundary.
Which two statements are true about using audience insights and Azure Key Vault to store the secrets for each of the connections set up?
NOTE: Each correct selection is worth one point.

  • A. You must have administrator role in audience insights.
  • B. The key vault must have Key Vault firewall enabled.
  • C. The key vault is in the same Azure location as the audience insights environment.
  • D. Audience insights can write secrets or overwrite secrets into the key vault.


Answer : AC

Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/use-azure-key-vault

You are a Customer Data Platform Specialist. You successfully installed the Customer Card Add-in and the required add-in control in Dynamics 365 Sales app.
You need to show customer enrichment data from audience insights in the Dynamics 365 Sales application.
Which two statements must be true for you to show the required data on a Customer Card Add-in control? Each correct answer presents part of the solution.
NOTE: Each correct selection is worth one point.

  • A. Customer details control is successfully installed and added to the Contact form.
  • B. Active enrichment is applied to customer profiles.
  • C. Contacts from Dynamics 365 Sales are included in the audience insights unification process.
  • D. Measure Control is successfully installed and added to the Contact form.


Answer : BC

Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/customer-card-add-in

You are a Customer Data Platform Specialist. Your company uses both audience insights and Dynamics 365 Sales. To enhance the customer information within
Dynamics 365, you asked the Dynamics 365 administrators to add the audience insights timeline as a Customer Card add-in control on the contact form.
The Dynamics 365 administrators asked you to update the companyג€™s Dynamics 365 user guide and explain how users can use the timeline.
Which action can users perform within the added customer card add-in timeline in Dynamics 365?

  • A. Filter the activities on the timeline.
  • B. Delete the activity from the timeline.
  • C. Edit the activity from the timeline.
  • D. Open the activity from the timeline.
  • E. Sort the activities on the timeline.


Answer : A

Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/activities

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Total 53 questions