MB-910 Describe Dynamics 365 Customer Insights — 15 Questions

Question 1

A company uses Dynamics 365 Customer Insights and notices that some customer records are duplicated after unification. They want to reduce duplicates without losing data. What should they do?

Accepted Answer

Run the deduplication process manually. Modifying the matching rules to be stricter reduces false-positive duplicate profiles by requiring more fields to match. This prevents over-merging of distinct customers, preserving data while eliminating unwanted duplicates.

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Modify the matching rules to be stricter

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Delete all duplicate records from the source systems

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Increase the confidence score threshold for matching

Question 2

A non-profit organization wants to use Dynamics 365 Customer Insights to better understand donor behavior. They have data from their fundraising platform, email marketing system, and event management software. Which entity should they use to establish relationships between donors and their donations?

Accepted Answer

Customer activities. In Dynamics 365 Customer Insights, the 'Customer activities' entity is specifically designed to store and manage interactions between a customer (donor) and the organization, such as donations, email opens, or event attendance. By unifying these activities under a common schema with a customer ID, you can establish relationships between donors and their donations, enabling analysis of donor behavior over time.

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Enrichment

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Measures

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Segments

Question 3

You are reviewing the activity mapping configuration. The source system is Salesforce, and the target is Customer Insights. The mapping specifies that the CustomerId field is mapped from AccountId. What is the purpose of this mapping?

Accepted Answer

To specify which field in Salesforce corresponds to the customer identifier in the activity. The mapping specifies that the CustomerId in the activity corresponds to the AccountId field from Salesforce, which uniquely identifies the customer in the source system. Option A is incorrect because activity mappings map source fields to activity schema fields, not define relationships between customer profiles. Option B is incorrect because the mapping is for the CustomerId in the activity, not for the UnifiedCustomerId (which is created during unification). Option C is incorrect because this mapping is a field-level mapping, not a relationship creation between activity and customer entity.

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To define the relationship between Salesforce and Customer Insights customer profiles

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To map the UnifiedCustomerId to the Salesforce AccountId

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To create a new relationship between the Purchase activity and the Customer entity

Question 4

A company wants to use Dynamics 365 Customer Insights to create a unified customer profile. The data sources include a CRM system, a loyalty program database, and web analytics. What is the first step they should take?

Accepted Answer

Configure data sources and ingest data. In Dynamics 365 Customer Insights, the first step to creating a unified customer profile is to configure data sources and ingest data. Without data ingestion, there is no customer data to unify, segment, or analyze. This foundational step connects the CRM system, loyalty program database, and web analytics to the platform, enabling subsequent unification and segmentation.

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Define unification rules

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Set up connections to Power BI

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Create a customer segment

Question 5

A marketing team notices that a segment based on 'high-value customers' returns fewer records than expected. The segment criteria include 'Total Purchase Amount > $500' and 'Last Purchase Date within 90 days'. The data source is updated nightly. What is the most likely cause?

Accepted Answer

The segment was not refreshed after data update. The segment criteria are evaluated against the data at the time the segment is created or last refreshed. Since the data source updates nightly, the segment must be manually or automatically refreshed to incorporate the new data. If the segment was not refreshed after the nightly update, it would still reflect the older, smaller dataset, resulting in fewer records than expected.

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The data source credentials are expired

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The segment includes too many conditions

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The customer profiles are not unified

Question 6

A manager wants to understand the lifetime value of customers and predict future purchases. Which capability of Dynamics 365 Customer Insights should they use?

Accepted Answer

Predictive models. Predictive models in Dynamics 365 Customer Insights use machine learning to analyze historical customer data, calculate lifetime value (CLV), and forecast future purchase behavior. This directly matches the manager's need to understand customer value and predict future actions, making option C the correct choice.

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Segmentation

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Data profiling

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Data sources

Question 7

A company uses Customer Insights to manage customer data. They want to ensure compliance with GDPR by allowing customers to request deletion of their data. What is the recommended approach?

Accepted Answer

Use the 'Delete data' option in Customer Insights admin portal. Customer Insights provides a built-in 'Delete data' option in the admin portal that allows administrators to delete all data for a specific customer profile, including associated activities and relationships, to comply with GDPR deletion requests. This feature ensures that the deletion is performed within the Customer Insights data store, which is the primary system of record for unified customer profiles, without requiring changes to source systems or retention policies.

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Change the data retention policy to zero days

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Reconfigure Data sources to exclude the customer

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Manually delete records from the source systems

Question 8

A business analyst wants to create a segment of customers who have purchased both a laptop and a mouse in the last 30 days. The data is stored in two separate tables: 'PurchaseHeader' and 'PurchaseLines'. What is the best approach?

Accepted Answer

Use the segment builder to add two conditions: one for product = Laptop and one for product = Mouse, both with date filter. Dynamics 365 Customer Insights - Data segment builder allows you to add multiple conditions on the same entity (PurchaseLines) using AND logic, filtering for both 'Laptop' and 'Mouse' within the last 30 days. This approach directly queries the transactional data without requiring table unification or external tools, leveraging the platform's native segment creation capabilities.

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Create a segment and use the 'AND' condition for both products

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First unify the two tables into one view, then segment

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Export the data to Power BI and create the segment there

Question 9

Which feature in Dynamics 365 Customer Insights allows you to combine data from multiple sources into a single customer view?

Accepted Answer

Data unification. Data unification in Dynamics 365 Customer Insights is the feature specifically designed to combine data from multiple sources—such as CRM, ERP, and transactional systems—into a single, unified customer profile. It uses matching and merging rules to identify and consolidate records that represent the same customer, resolving duplicates and creating a 360-degree view. This is the core mechanism for achieving a single customer view from disparate data sources.

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Data export

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Data profiling

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Data transformation

Question 10

A Customer Insights administrator receives an error when trying to ingest a CSV file from Azure Blob Storage. The error message says 'Access denied'. What is the most likely cause?

Accepted Answer

The connection string or SAS token is invalid or expired. The 'Access denied' error when ingesting a CSV file from Azure Blob Storage into Dynamics 365 Customer Insights indicates that the service cannot authenticate to the storage resource. The most common cause is an invalid or expired connection string or Shared Access Signature (SAS) token, as these credentials are required for secure access to Azure Blob Storage. Without valid credentials, Customer Insights cannot read the file, regardless of its format, size, or schema.

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The CSV format is incompatible

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The CSV file is too large

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The schema does not match the mapping

Question 11

A company has multiple business units that each use a separate CRM system. They want to use Customer Insights to create a single view of customers across these systems. Which feature should they use?

Accepted Answer

Data unification. Data unification is the correct feature because it is specifically designed to merge customer records from multiple data sources (such as separate CRM systems) into a single, unified customer profile. This process uses matching rules and deduplication to resolve identities across disparate systems, enabling a 360-degree view of each customer.

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Measures

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Data sources

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Segments

Question 12

A marketing team wants to send personalized emails based on a customer's predicted churn risk. Which Customer Insights capability should they use?

Accepted Answer

Predictive models. Predictive models in Customer Insights use machine learning to analyze historical customer data and generate scores like churn risk. This enables the marketing team to automatically identify high-risk customers and trigger personalized email campaigns based on those predictions.

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Data sources

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Data unification

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Segmentation

Question 13

During data unification, a large number of records are marked as 'unmatched'. The administrator wants to reduce this number. What is the best approach?

Accepted Answer

Adjust matching rules to be less strict. Adjusting matching rules to be less strict (e.g., lowering the similarity threshold or using fuzzy matching instead of exact match) allows more records to be considered as duplicates and merged, thereby reducing the number of unmatched records. In Dynamics 365 Customer Insights, matching rules define the conditions under which records from different data sources are considered the same customer profile, and making them less strict increases the recall of the unification process.

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Increase the number of data sources

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Skip the unification step

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Delete the unmatched records

Question 14

A retailer uses Customer Insights to track customer interactions across online and offline channels. They notice that some customers have duplicate profiles. What is the first step to resolve this?

Accepted Answer

Run data unification with appropriate matching rules. Customer Insights provides a built-in data unification process that uses matching rules to identify and merge duplicate customer profiles. This is the recommended first step to resolve duplicates, as it leverages the platform's deduplication capabilities without manual intervention or data export.

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Export data to Excel and deduplicate there

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Create a segment of duplicates

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Delete the duplicate profiles manually

Question 15

Which TWO of the following are valid data source types in Dynamics 365 Customer Insights?

Accepted Answer

Microsoft Excel. Microsoft Excel is a valid data source type in Dynamics 365 Customer Insights because it supports importing data from flat files, including .xlsx and .csv formats, via the ingestion pipeline. This allows users to bring in customer data from spreadsheets for unification and segmentation without requiring a database connection.

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Oracle Database

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Salesforce

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Adobe Analytics