MB-910 Describe Dynamics 365 Customer Insights Practice Test 12 — 15 Questions

Question 1

A company using Dynamics 365 Customer Insights notices that the unified customer profiles show duplicate records for some customers. They have already configured matching rules. What should they do to resolve the duplicate records that are not being merged?

Choose an answer to begin — your selection is scored in the full session.

Accepted Answer

Review and refine the matching rules, and use the merge conflicts resolution feature. When duplicate records remain after configuring matching rules, the correct approach is to review and refine those rules to improve matching accuracy, and use the merge conflicts resolution feature to handle cases where records are not merged automatically. This allows for manual intervention or adjustments to the matching criteria. The other options are excessive or ineffective: disabling unification loses progress, manually deleting in source systems doesn't address the root cause and may cause data loss, and re-ingesting all data is unnecessary and time-consuming.

Answer

Disable data unification and start over

Answer

Delete duplicate records manually in the source systems

Answer

Re-ingest all data from source systems

Question 2

A business analyst wants to calculate the average order value for customers in a specific segment within Dynamics 365 Customer Insights. Which feature should they use to create this calculation?

Accepted Answer

Create a measure. A measure in Dynamics 365 Customer Insights allows you to define custom calculations, such as the average order value, based on existing data entities. Measures aggregate data (e.g., sum, count, average) across customer profiles or transactions, enabling segment-specific metrics without modifying the underlying data source.

Answer

Build a prediction model

Answer

Data source configuration

Answer

Enrich profiles with demographic data

Question 3

A company uses Dynamics 365 Customer Insights to drive personalized marketing campaigns. They want to use AI to predict which customers are likely to purchase a new product line. Which capability should they use?

Accepted Answer

Use the built-in prediction models for purchase intention. Dynamics 365 Customer Insights includes prebuilt AI prediction models that can analyze historical customer data and behavioral patterns to forecast purchase intention. This capability directly addresses the requirement to predict which customers are likely to purchase a new product line without needing custom machine learning development.

Answer

Enrich profiles with demographic data from third-party sources

Answer

Ingest data from the new product's website analytics

Answer

Create a segment based on past purchases

Question 4

A financial services company uses Dynamics 365 Customer Insights to manage customer data. They need to ensure that the data unification process complies with GDPR right to erasure. Which feature should they configure to handle such requests?

Accepted Answer

Use the Customer Insights data lifecycle management to delete profiles based on a data subject request. Customer Insights provides a dedicated data lifecycle management feature that allows administrators to delete individual customer profiles in response to a data subject request (DSR) under GDPR. This feature directly supports the right to erasure by enabling targeted deletion of a specific profile and its associated data across all unified customer entities, ensuring compliance without affecting other records.

Answer

Enrich profiles with consent data

Answer

Data source connection settings

Answer

Configure export destinations to exclude certain data

Question 5

A marketing manager wants to view a 360-degree view of a specific customer in Dynamics 365 Customer Insights. Which entity should they look at?

Accepted Answer

Customer profile. The customer profile entity in Dynamics 365 Customer Insights is the unified, 360-degree view of a customer, aggregating data from multiple sources into a single record. It provides a comprehensive view of customer attributes, interactions, and relationships, enabling the marketing manager to see all relevant information in one place.

Answer

Activity

Answer

Segment

Answer

Measure

Question 6

Which TWO actions can be performed using Dynamics 365 Customer Insights?

Accepted Answer

Create dynamic segments based on customer behavior. Customer Insights can unify data and create segments. Sending emails, managing inventory, and generating invoices are not native capabilities.

Answer

Generate invoices for completed orders

Answer

Manage inventory levels across warehouses

Answer

Send personalized email campaigns directly

Question 7

Which THREE are key features of Dynamics 365 Customer Insights?

Accepted Answer

Dynamic segmentation. Data unification, AI predictions, and segmentation are core features. Data ingestion is part of unification. Marketing automation is a separate app.

Answer

Marketing email automation

Answer

Data ingestion from on-premises databases

Question 8

A company is using Dynamics 365 Customer Insights and wants to enrich customer profiles with external data. Which TWO methods can they use?

Accepted Answer

Use the built-in enrichment from Microsoft (e.g., demographic data). Dynamics 365 Customer Insights includes built-in enrichment services that automatically append demographic, geographic, and firmographic data from Microsoft's own data providers (e.g., Microsoft Graph, Experian) to customer profiles. This is a native, no-code feature within the enrichment wizard that requires no external connectors or manual data handling.

Answer

Use Power Automate to pull data from LinkedIn

Answer

Connect to Facebook to import profile data

Answer

Export profiles to Excel and manually update

Question 9

Refer to the exhibit. You are configuring data matching rules in Dynamics 365 Customer Insights. What will happen if a customer record from the e-commerce source and a record from the CRM have the same email address but different names and cities?

Accepted Answer

They will be matched as duplicates and merged based on the EmailMatch rule. In Dynamics 365 Customer Insights, data matching rules are evaluated independently and the system uses a 'match by any rule' logic. If the EmailMatch rule is configured and a match is found (same email address), the records will be considered duplicates and merged, regardless of other rules like NameAndCityMatch. The other rules only apply if they are the ones that trigger the match; they do not block a match already found by a different rule.

Answer

They will not be matched because the NameAndCityMatch rule requires fuzzy match on name and exact city

Answer

They will be matched only if the confidence level is set to high on both rules

Answer

They will be matched only if both rules are satisfied

Question 10

You are a data analyst for a multinational retail company. The company uses Dynamics 365 Customer Insights to manage customer data from various sources including online store, physical store transactions, and a loyalty program. The data is ingested daily. Recently, the marketing team reported that the segment 'High Spend Customers' (customers with total purchase amount > $10,000 in the last year) is showing incorrect numbers. Upon investigation, you find that some customers who have spent over $10,000 are not included in the segment, while some with lower spend are included. You suspect the issue is related to data freshness or the measure definition. The segment is based on a measure named 'TotalSpendLastYear' which is calculated from the 'Transaction' activity. The measure is set to refresh daily. The segment is set to refresh on demand. The data sources are refreshed automatically every night. What should you do first to troubleshoot the issue?

Accepted Answer

Manually trigger a refresh of the segment to ensure it uses the latest measure data. The segment is set to refresh 'on demand,' meaning it does not automatically update when the underlying measure or data sources refresh. Even though the measure 'TotalSpendLastYear' refreshes daily and data sources refresh nightly, the segment itself may still be using stale measure data. Manually triggering a segment refresh forces it to re-evaluate the measure's current values, ensuring customers who now meet the $10,000 threshold are included and those who no longer qualify are excluded.

Answer

Modify the measure definition to use a different aggregation

Answer

Delete and recreate the segment with the same conditions

Answer

Re-ingest all transaction data from the source systems

Question 11

You are a Customer Insights administrator for a healthcare organization. The organization has strict data privacy requirements. They need to ensure that customer profiles containing sensitive health information are not exported to external systems without proper consent. The current configuration includes a segment called 'HealthDataSegment' that contains patients with specific conditions. The marketing team wants to export this segment to a third-party email marketing tool for a campaign. However, the compliance officer has mandated that no health data should leave the Customer Insights environment without explicit consent. What should you do to meet the compliance requirement while still allowing the marketing campaign?

Accepted Answer

Create a data policy in Customer Insights that restricts export of health attributes, and then export the segment excluding those attributes. Dynamics 365 Customer Insights allows administrators to create data policies that restrict the export of specific attributes (e.g., health data) from segments. By defining a policy that excludes health-related attributes from the 'HealthDataSegment' export, you comply with the consent requirement while still allowing the marketing team to export the segment (minus sensitive data) to the third-party email marketing tool.

Answer

Disable export for the segment and use only in-app campaigns

Answer

Use data masking in the export destination

Answer

Remove all health-related attributes from the customer profiles

Question 12

You are a marketing analyst at a company that recently implemented Dynamics 365 Customer Insights. Your goal is to create a segment of customers who have not made a purchase in the last 90 days for a re-engagement campaign. You have access to the 'Transaction' activity that records purchases. Which steps should you follow to create this segment?

Accepted Answer

Create a new segment, select 'Transaction' activity, and set condition 'Date is older than 90 days'. Dynamics 365 Customer Insights allows you to create a segment directly from the 'Transaction' activity by setting a condition on the date field. By selecting 'Date is older than 90 days', you filter for customers whose last transaction occurred more than 90 days ago, which is the precise requirement for a re-engagement campaign. This approach leverages the built-in segment builder without needing predictive models or external data.

Answer

Build a churn prediction model and use the output segment

Answer

Create a measure for days since last purchase and then manually filter profiles

Answer

Enrich profiles with recency score from an external data provider

Question 13

A retail company uses Dynamics 365 Customer Insights to unify customer data from multiple sources. They want to ensure that customer profiles are updated in near real-time when a purchase is made in their POS system. Which feature should they configure?

Accepted Answer

Data Ingestion API. The Data Ingestion API allows real-time or near real-time data ingestion into Dynamics 365 Customer Insights. When a purchase occurs in the POS system, the API can be called immediately to push that transaction data, triggering an update to the unified customer profile without waiting for a scheduled batch import.

Answer

Calculated measures

Answer

Data sources connector

Answer

Customer segments

Question 14

A marketing team wants to use Dynamics 365 Customer Insights to predict which customers are likely to churn. They have historical data on customer interactions and purchases. What should they create first?

Accepted Answer

A customer data unification process. Before any predictive analysis can be performed, the customer data must be unified into a single, coherent profile. In Dynamics 365 Customer Insights, the customer data unification process (data ingestion, mapping, matching, and merging) creates a unified customer entity. Without this unified view, predictive models cannot accurately identify churn patterns because they would be operating on fragmented or duplicated data.

Answer

A segment

Answer

A predictive model

Answer

An enrichment

Question 15

A company uses Dynamics 365 Customer Insights and wants to ensure that customer consent preferences from their email marketing system are reflected in customer profiles. The consent data includes a field 'ConsentGiven' (boolean). Which step is essential during data unification?

Accepted Answer

Map the 'ConsentGiven' field to the unified customer entity. Mapping the 'ConsentGiven' field to the unified customer entity is essential because data unification in Dynamics 365 Customer Insights involves defining how source fields are projected into the target unified schema. Without this mapping, the consent preference from the email marketing system would not be included in the final unified customer profile, even if the data source is added and deduplication is configured.

Answer

Add the email marketing system as a data source

Answer

Configure deduplication rules

Answer

Create a segment based on consent