Question 6 of 114
Some members from the IT department want to learn more about using Microsoft Azure Synapse Analytics to analyze Microsoft Dynamics 365 Customer Insights data.

The IT department needs to understand the key considerations when analyzing Dynamics 365 Customer Insights data using Azure Synapse Analytics.

Which three key points should the IT department consider? Each correct answer presents a complete solution.

NOTE: Each correct selection is worth one point.
    Correct Answer: A, B, D

    When analyzing Dynamics 365 Customer Insights data using Azure Synapse Analytics, the IT department should consider the following key points: Data sources based on a Common Data Model folder are supported when configuring an export to Azure Synapse Analytics, Administrator role access in Dynamics 365 Customer Insights is required to set up the connection between Dynamics 365 Customer Insights and Azure Synapse Analytics, and data can be exported to Azure Synapse Analytics on demand, or every time there is a scheduled refresh.

Question 7 of 114
You work for a company that sells pet accessories. Your company sends personalized emails based on the customer’s country and level of interest in cats and dogs.

You configure a Microsoft interests enrichment that has “dogs” and “cats” as selected interests. Your company's marketing team needs to know how to create a segment of customers in different countries who are more interested in dogs than cats.

You need to recommend the measure that the marketing team should use to build the segment.

Which output from the interests enrichment should you recommend?
    Correct Answer: A

    To create a segment of customers who are more interested in dogs than cats, you need a measure that directly compares the interests of dogs and cats. The 'Interest affinity score' measures the strength of interest in a specific category (in this case, dogs) as compared to other interests (such as cats) within a demographic. This makes it a suitable measure to determine which customers have a stronger preference for dogs over cats.

Question 8 of 114
Online orders are ingested into Microsoft Dynamics 365 Customer Insights through real-time data ingestion. Departments like customer service can see the orders directly in the Dynamics 365 Customer Insights timeline when it is added to the contact from in Dynamics 365. A service representative notices an error with the total order amount that is measured in Dynamics 365 Customer Insights. While today’s online orders are visible in the timeline, the amount fails to update.

The representative needs you to explain why this is happening.

What reason should you provide?
    Correct Answer: D

    Real-time ingested activities show up in the timeline but are excluded from measure calculations. This means that while the real-time ingested data appears promptly in the timeline for visibility, it does not immediately update the measures calculated within Dynamics 365 Customer Insights. The lag in reflecting the updated order amount can be attributed to the exclusion of real-time data from the measurement calculations until a subsequent process updates these metrics.

Question 9 of 114
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 -

Contoso Mobile Dog Spa operates a fleet of mobile grooming vans to provide dog grooming services. They operate in the cities (and surrounding metropolitan areas) of Atlanta, Chicago, New York City, Houston, and Seattle.

These grooming services are offered as packages at multiple price points, such as "basic bath" for $50 and "premium bath with nail trim" for $75.

Contoso also sells branded merchandise (hats, shirts, etc.) and dog accessories (toys, leashes, collars, etc.) through its own eCommerce website.

Customer Service and Marketing Overview. Customer Service

Contoso maintains a single contact center from which its customer service agents book appointments and handle customer complaints for each geographic market Contoso serves.

Customer service agents use Microsoft Dynamics 365 Customer Service to document inbound customer booking inquiries and complaints that are received via phone call, text message and web chat.

Customer service agents schedule grooming appointments using a third-party, web-based scheduling application.

Customer Service and Marketing Overview. Marketing

The marketing team manages an informational website and is responsible for running campaigns through web advertising platforms and social media channels. The marketing team also produces a weekly email newsletter that contains educational content relevant to dog owners as well as promotions for Contoso’s services and products.

Contoso uses a third-party marketing automation platform to send email and SMS messages to customers. These communications currently include:

1. All unique email addresses from the booking system, ecommerce system and Dynamics 365 Customer Service receive the weekly email newsletter described above. The same customer will receive multiple emails if the customer is associated with different email addresses in different systems.
2. Customers receive SMS reminders the day before a scheduled grooming appointment.
3. Each customer who purchases grooming services is sent an email with a link to a satisfaction survey on the first Tuesday following the grooming appointment. The survey link is the same for all customers, and the survey requires customers to enter their names, phone numbers and (optionally) email addresses as part of the submission.

Customer Service and Marketing Overview. Challenges

Currently, the customer service team does not have any way to relate survey responses back to individual customer records in Microsoft Dynamics 365 Customer Service.

The marketing team cannot access customer feedback data collected by the customer service team. Both the customer service team and marketing team cannot access any data from the ecommerce system.


Business Objectives -

Contoso business leadership identifies three major objectives to address by the end of the current fiscal year:

1. Improve customer retention - Current customer attrition rates exceed 40 percent each month.
2. Maximize customer value for services - The leadership team believes customer service agents should be upselling more customers on premium grooming packages. The leadership team is also considering partnering with other organizations to offer related services like dog training and dog walking to its existing customers.
3. Maximize customer value for merchandise and accessory sales - Fewer than five percent of grooming customers have ever made a purchase from the ecommerce site. The leadership team believes there are significant opportunities for new revenue by increasing ecommerce sales.


Project Overview. Overview -

The customer service and marketing leaders believes a Microsoft Customer Data Platform will help achieve Contoso’s business objectives.

The information technology (IT) team starts a pilot implementation of Microsoft Dynamics 365 Customer Insights.


Project Overview. Pilot Project -

The pilot implementation will use the following sources of data from Contoso's operational systems:

• Bookings - Customer demographic data and completed grooming appointments
• Web purchases - Customer demographic data and ecommerce purchases totals summarized by customer, type (branded merchandise or accessories) and date
• Survey responses - Respondent demographic data and response data
• Customer interactions - Customer demographic data, interaction history (phone calls, emails, web chat), customer feedback, and inquiries

There is no common customer key across the different data sources, and none of the customer tables store customer keys from the other sources. Every table in a specific data source can be associated back to a customer record from the same data source using the corresponding customer's primary key.

When managing system refreshes, Contoso requires data refreshes to begin within one hour of the scheduled arrival time for flat-file sources.

No Microsoft Azure storage services have been provisioned in support of the project, but the Customer Data Platform specialist may request the provisioning of any Azure services necessary to achieve the stated business objectives.

The goal of the pilot project is to demonstrate that Microsoft Dynamics 365 Customer Insights will provide marketing and customer service users with relevant data and insights. These data and insights will allow users to reduce churn, increase services revenue, and increase eCommerce spend.


Data Sources. Bookings -

This data source consists of two Parquet files that are uploaded to a secure file transport protocol (SFTP) site at noon (12 PM) and midnight (12 AM) every day.

1. Customers.parquet - customer id (primary key), name, customer physical address, city, state, postal code, phone number, residence type (“house”, “apartment”, etc.), email address
2. Appointments.parquet - appointment id (primary key), customer id, dog name, dog breed, appointment datetime, appointment price, grooming package name (“basic bath”, “premium bath”, etc.)


Data Sources. Web Purchases -

This data source consists of two CSV files that are programmatically uploaded to a SFTP site at midnight every day.

1. WebCustomers.csv - customer id (primary key), name, customer address, city, state, postal code, phone number, email address
2. TransactionTotals.csv - transaction id (primary key), customer id, merchandise total price, accessories total price, transaction datetime


Data Sources. Survey Responses -

This data source consists of two JSON files that are programmatically uploaded to a Microsoft SharePoint folder container at 6 PM every Friday.

1. Respondents.json - customer id (primary key), name, phone number, email address
2. Responses.json - response id (primary key), customer id, satisfaction score (1-5), comments, response date

Note: The satisfaction survey asks for a single satisfaction score on a scale of 1 to 5, with 1 meaning extremely dissatisfied and 5 meaning extremely satisfied. Respondents may optionally include comments.

Data Sources. Customer Interactions

This data source consists of a connection to data from the Contoso Dynamics 365 Customer Service application through a Microsoft Dataverse managed data lake. The relevant tables are all system tables.

1. Contacts - all system attributes are available
2. Activities - all system attributes are available
3. Cases (Incidents) - all system attributes are available

Note: Customer inquiries and feedback are stored as case (incident) records in the customer service application. Inquiries are tracked using the standard “question” case type value, and feedback are tracked using the standard “problem” case type value.


The IT manager at Contoso wants to extend Microsoft Dynamics 365 Customer Insights using Microsoft Power Platform.

Based on the data available in the pilot implementation, you need to provide the requirement that can be satisfied using out-of-the-box Power Platform capabilities.

What should you recommend?
    Correct Answer: C

    Using Microsoft Power Automate to post a Microsoft Teams message when the number of members in a segment falls below a certain threshold is a suitable requirement that can be satisfied with out-of-the-box Power Platform capabilities. Power Automate offers robust capabilities for automating workflows and setting up alerts based on predefined conditions such as segment membership thresholds. This capability is a crucial feature for managing customer retention strategies, allowing the team to react promptly to variations in customer engagement.

Question 10 of 114
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 -

Contoso Mobile Dog Spa operates a fleet of mobile grooming vans to provide dog grooming services. They operate in the cities (and surrounding metropolitan areas) of Atlanta, Chicago, New York City, Houston, and Seattle.

These grooming services are offered as packages at multiple price points, such as "basic bath" for $50 and "premium bath with nail trim" for $75.

Contoso also sells branded merchandise (hats, shirts, etc.) and dog accessories (toys, leashes, collars, etc.) through its own eCommerce website.

Customer Service and Marketing Overview. Customer Service

Contoso maintains a single contact center from which its customer service agents book appointments and handle customer complaints for each geographic market Contoso serves.

Customer service agents use Microsoft Dynamics 365 Customer Service to document inbound customer booking inquiries and complaints that are received via phone call, text message and web chat.

Customer service agents schedule grooming appointments using a third-party, web-based scheduling application.

Customer Service and Marketing Overview. Marketing

The marketing team manages an informational website and is responsible for running campaigns through web advertising platforms and social media channels. The marketing team also produces a weekly email newsletter that contains educational content relevant to dog owners as well as promotions for Contoso’s services and products.

Contoso uses a third-party marketing automation platform to send email and SMS messages to customers. These communications currently include:

1. All unique email addresses from the booking system, ecommerce system and Dynamics 365 Customer Service receive the weekly email newsletter described above. The same customer will receive multiple emails if the customer is associated with different email addresses in different systems.
2. Customers receive SMS reminders the day before a scheduled grooming appointment.
3. Each customer who purchases grooming services is sent an email with a link to a satisfaction survey on the first Tuesday following the grooming appointment. The survey link is the same for all customers, and the survey requires customers to enter their names, phone numbers and (optionally) email addresses as part of the submission.

Customer Service and Marketing Overview. Challenges

Currently, the customer service team does not have any way to relate survey responses back to individual customer records in Microsoft Dynamics 365 Customer Service.

The marketing team cannot access customer feedback data collected by the customer service team. Both the customer service team and marketing team cannot access any data from the ecommerce system.


Business Objectives -

Contoso business leadership identifies three major objectives to address by the end of the current fiscal year:

1. Improve customer retention - Current customer attrition rates exceed 40 percent each month.
2. Maximize customer value for services - The leadership team believes customer service agents should be upselling more customers on premium grooming packages. The leadership team is also considering partnering with other organizations to offer related services like dog training and dog walking to its existing customers.
3. Maximize customer value for merchandise and accessory sales - Fewer than five percent of grooming customers have ever made a purchase from the ecommerce site. The leadership team believes there are significant opportunities for new revenue by increasing ecommerce sales.


Project Overview. Overview -

The customer service and marketing leaders believes a Microsoft Customer Data Platform will help achieve Contoso’s business objectives.

The information technology (IT) team starts a pilot implementation of Microsoft Dynamics 365 Customer Insights.


Project Overview. Pilot Project -

The pilot implementation will use the following sources of data from Contoso's operational systems:

• Bookings - Customer demographic data and completed grooming appointments
• Web purchases - Customer demographic data and ecommerce purchases totals summarized by customer, type (branded merchandise or accessories) and date
• Survey responses - Respondent demographic data and response data
• Customer interactions - Customer demographic data, interaction history (phone calls, emails, web chat), customer feedback, and inquiries

There is no common customer key across the different data sources, and none of the customer tables store customer keys from the other sources. Every table in a specific data source can be associated back to a customer record from the same data source using the corresponding customer's primary key.

When managing system refreshes, Contoso requires data refreshes to begin within one hour of the scheduled arrival time for flat-file sources.

No Microsoft Azure storage services have been provisioned in support of the project, but the Customer Data Platform specialist may request the provisioning of any Azure services necessary to achieve the stated business objectives.

The goal of the pilot project is to demonstrate that Microsoft Dynamics 365 Customer Insights will provide marketing and customer service users with relevant data and insights. These data and insights will allow users to reduce churn, increase services revenue, and increase eCommerce spend.


Data Sources. Bookings -

This data source consists of two Parquet files that are uploaded to a secure file transport protocol (SFTP) site at noon (12 PM) and midnight (12 AM) every day.

1. Customers.parquet - customer id (primary key), name, customer physical address, city, state, postal code, phone number, residence type (“house”, “apartment”, etc.), email address
2. Appointments.parquet - appointment id (primary key), customer id, dog name, dog breed, appointment datetime, appointment price, grooming package name (“basic bath”, “premium bath”, etc.)


Data Sources. Web Purchases -

This data source consists of two CSV files that are programmatically uploaded to a SFTP site at midnight every day.

1. WebCustomers.csv - customer id (primary key), name, customer address, city, state, postal code, phone number, email address
2. TransactionTotals.csv - transaction id (primary key), customer id, merchandise total price, accessories total price, transaction datetime


Data Sources. Survey Responses -

This data source consists of two JSON files that are programmatically uploaded to a Microsoft SharePoint folder container at 6 PM every Friday.

1. Respondents.json - customer id (primary key), name, phone number, email address
2. Responses.json - response id (primary key), customer id, satisfaction score (1-5), comments, response date

Note: The satisfaction survey asks for a single satisfaction score on a scale of 1 to 5, with 1 meaning extremely dissatisfied and 5 meaning extremely satisfied. Respondents may optionally include comments.

Data Sources. Customer Interactions

This data source consists of a connection to data from the Contoso Dynamics 365 Customer Service application through a Microsoft Dataverse managed data lake. The relevant tables are all system tables.

1. Contacts - all system attributes are available
2. Activities - all system attributes are available
3. Cases (Incidents) - all system attributes are available

Note: Customer inquiries and feedback are stored as case (incident) records in the customer service application. Inquiries are tracked using the standard “question” case type value, and feedback are tracked using the standard “problem” case type value.


The IT manager at Contoso wants to develop an internal administration website that will connect to the Microsoft Dynamics 365 Customer Insights REST API. The manager asks you about several possible use cases.

You need to explain which actions are possible using the capabilities of the REST API.

Which three actions can the API perform? Each correct answer presents a complete solution.

NOTE: Each correct selection is worth one point.
    Correct Answer: B, D, E

    The Microsoft Dynamics 365 Customer Insights REST API allows for specific actions. Firstly, it is possible to update customer attributes, such as a customer's residence type. Additionally, the API provides capabilities to manage data sources, including deleting an existing data source and adding a new data source to be ingested. However, updating a customer's predicted churn score is not feasible through the API as churn scores are typically calculated based on data rather than being manually updated. Defining new measures for analysis, like total accessory spend, is generally handled within the dashboard configuration and not directly through the API.