Candidates for this exam implement solutions that provide insights into customer profiles and that track engagement activities to help improve customer experiences and increase customer retention.
Candidates should have firsthand experience with Dynamics 365 Customer Insights and one or more additional Dynamics 365 apps, Power Query, Microsoft Dataverse, Common Data Model, and Microsoft Power Platform. They should also have direct experience with practices related to privacy, compliance, consent, security, responsible AI, and data retention policy.
Candidates need experience with processes related to KPIs, data retention, validation, visualization, preparation, matching, fragmentation, segmentation, and enhancement. They should have a general understanding of Azure Machine Learning, Azure Synapse Analytics, and Azure Data Factory.
Important
NOTE: Passing score: 700. Learn more about exam scores here. Beta exams are not scored immediately because we are gathering data on the quality of the questions and the exam. Learn more about the value and importance of beta exams.
Part of the requirements for: Microsoft Certified: Customer Data Platform Specialty
Related exams: none
Important: See details
Go to Certification Dashboard
Languages: English
Retirement date: none
This exam measures your ability to accomplish the following technical tasks: design Customer Insights solutions; ingest data into Customer Insights; create customer profiles by unifying data; implement artificial intelligence predictions in Customer Insights; configure measures and segments; configure third-party connections; and administer Customer Insights.
Skills measured
Design Customer Insights solutions (5-10%)
Ingest data into Customer Insights (10-15%)
Create customer profiles by unifying data (20-25%)
Implement AI predictions in Customer Insights (10-15%)
Configure measures and segments (15-20%)
Configure third-party connections (10-15%)
Administer Customer Insights (5-10%)
NOTE: Passing score: 700. Learn more about exam scores here.
Audience Profile
Candidates for this exam implement solutions that provide insights into customer profiles and that track engagement activities to help improve customer experiences and increase customer retention.
Candidates should have firsthand experience with Dynamics 365 Customer Insights and one or more additional Dynamics 365 apps, Power Query, Microsoft Dataverse, Common Data Model, and Microsoft Power Platform. They should also have direct experience with practices related to privacy, compliance, consent, security, responsible AI, and data retention policy. Candidates need experience with processes related to KPIs, data retention, validation, visualization, preparation, matching, fragmentation, segmentation, and enhancement. They should have a general understanding of Azure Machine Learning, Azure Synapse Analytics, and Azure Data Factory.
Skills Measured
NOTE: The bullets that follow each of the skills measured are intended to illustrate how we are assessing that skill. This list is NOT definitive or exhaustive.
NOTE: Most questions cover features that are general availability (GA). The exam may contain questions on Preview features if those features are commonly used.
Design Customer Insights solutions (5-10%)
Describe Customer Insights
describe audience insights components, including entities, relationships, activities, measures, and segments
analyze Customer Insights data by using Azure Synapse Analytics
describe the process for consuming engagement insights data in audience insights
describe support for near real-time updates
describe support for enrichment
Describe use cases for Customer Insights
describe use cases for audience insights
differentiate between audience insights and engagement insights
describe use cases for creating reports by using Customer Insights
describe use cases for extending Customer Insights by using Microsoft Power Platform components
describe use cases for Customer Insights APIs
Ingest data into Customer Insights (10-15%)
Connect to data sources
determine which data sources to use
determine whether to use the managed data lake or an organization’s data lake
connect to Microsoft Dataverse
connect to Common Data Model folders
ingest data from Azure Synapse Analytics
ingest data by using Azure Data Factory pipelines
Transform, cleanse, and load data by using Power Query
select tables and columns
resolve data inconsistencies, unexpected or null values, and data quality issues
evaluate and transform column data types
apply data shape transformations to tables
Configure incremental refreshes for data sources
identify data sources that support incremental updates
identify capabilities and limitations for scheduled refreshes
configure scheduled refreshes and on-demand refreshes
trigger refreshes by using Power Automate or the Customer Insights API
Create customer profiles by unifying data (20-25%)
Implement mapping
select Customer Insights entities and attributes for matching
select attribute types
Implement matching
specify a match order for entities
define match rules
configure normalization options
differentiate between low, medium, high, exact, and custom precision methods
configure deduplication
run a match process and review results
Implement merges
specify the order of fields for merged tables
combine fields into a merged field
separate fields from a merged field
exclude fields from a merge
run a merge and review results
Configure search and filter indexes
define which fields should be searchable
define filter options for fields
define indexes
Configure relationships and activities
create and manage relationships
create activities by using a new or existing relationship
manage activities
Implement AI predictions in Customer Insights (10-15%)
Configure prediction models
configure and evaluate the customer churn models, including the transactional churn and subscription churn models
configure and evaluate the product recommendation model
configure and evaluate the customer lifetime value model
Impute missing values by using predictions
describe processes for predicting missing values
implement the missing values feature
Implement machine learning models
describe prerequisites for using custom Azure Machine Learning models in Customer Insights
implement workflows that consume machine learning models
manage workflows for custom machine learning models
Configure measures and segments (15-20%)
Create and manage measures
describe the different types of measures
create a measure
create a measure by using a template
configure measure calculations
modify dimensions
Create segments
describe methods for creating segments, including blank segments
create a segment from customer profiles, measures, or AI predictions
find similar customers
Find suggested segments
describe how the system suggests segments for use
create a segment from a suggestion
configure refreshes for suggestions
Create segment insights
configure overlap segments
configure differentiated segments
analyze insights
Configure third-party connections (10-15%)
Configure connections and exports
configure a connection for exporting data
create a data export
schedule a data export
Export data to Dynamics 365 Marketing or Dynamics 365 Sales
identify prerequisites for exporting data from Customer Insights
create connections between Customer Insights and Dynamics 365 apps
define which segments to export
export a Customer Insights segment into Dynamics 365 Marketing as a marketing segment
export a Customer Insights profile into Dynamics 365 Marketing for customer journey orchestration
export a Customer Insights segment into Dynamics 365 Sales as a marketing list
Display Customer Insights data from within Dynamics 365 apps
identify Customer Insights data that can be displayed within Dynamics 365 apps
configure the Customer Card Add-in for Dynamics 365 apps
identify permissions required to implement the Customer Card Add-in for Dynamics 365 apps
Administer Customer Insights (5-10%)
Create and configure environments
identify who can create environments
differentiate trial and production environments
manage existing environments
describe available roles
configure user permissions and guest user permissions
Manage system refreshes
differentiate between system refreshes and data source refreshes
describe refresh policies
configure a system refresh schedule
monitor and troubleshoot refreshes
QUESTION 1
You are a Customer Data Platform Specialist. You need to create relationships to connect entities so that they
can be further used in defining segments and measures by the marketing team.
Which three relationship types are available in audience insights?
Each correct answer presents a complete solution.
NOTE: Each correct selection is worth one point.
A. Non-editable system relationships, created by the system as part of the data unification process
B. Non-editable system relationships, which are created automatically from ingesting data sources
C. Editable inherited relationships, created by the system as part of the data unification process
D. Editable custom relationships, created and configured by users
E. Non-editable inherited relationships, which are created automatically from ingesting data sources
Answer: A,DE
Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/relationships
QUESTION 2
You are a Customer Data Platform Specialist. Your company operates mainly in the business-to-business (B2B) space.
The chief marketing officer (CMO) asks you to implement audience insights and ensure that it can handle the company’s B2B scenarios and data.
Which statement is correct when considering audience insights for business accounts versus individual consumers?
A. The out-of-the-box product recommendation prediction model is available for business accounts.
B. Data ingestion features are different for business accounts and individual customers.
C. Some enrichment types are available only for individual customer scenarios, while others are exclusively available for business accounts.
D. Business accounts and individual consumers share the same audience insights environment.
Answer: C
Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/work-with-businessaccounts
QUESTION 3
You are a Customer Data Platform Specialist. Your company’s chief marketing officer (CMO) learns about
Dynamics 365 Customer Insights engagement insights capability. Your CMO wants to understand how
engagement insights can be used to enhance audience insights.
Which two statements describe the benefits of engagement insights? Each correct answer presents part of the solution.
NOTE: Each correct selection is worth one point.
A. It allows you to collect, measure, and understand customer behavior on your website.
B. It allows you to create new customer profiles within engagement insights that can be exported to audience insights.
C. It allows you to send new customer leads directly to a marketing automation platform.
D. It allows you to link audience insights and engagement insights environments to enable bidirectional data flow.
Answer: A,D
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