MB-910 Describe Dynamics 365 Customer Insights Practice Test 13 — 15 Questions

Question 1

A company wants to combine data from Microsoft 365, Dynamics 365, and their custom app into one customer data platform. Which Dynamics 365 Customer Insights capability enables this?

Accepted Answer

Data ingestion and unification. Data ingestion and unification (Option B) is the correct capability for combining data from Microsoft 365, Dynamics 365, and custom apps into a single customer data platform. This feature connects to various data sources, ingests the data, and unifies it into a unified customer profile. Option A (Measures) is for defining KPIs and metrics, not for data combination. Option C (Customer segments) is for creating groups of customers after data is unified. Option D (Prediction models) uses unified data to predict outcomes, not to combine data sources.

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Measures

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Customer segments

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Prediction models

Question 2

A business analyst wants to create a KPI that shows the average customer lifetime value for customers acquired in the last year. Which Dynamics 365 Customer Insights feature should they use?

Accepted Answer

Define a measure. A measure in Dynamics 365 Customer Insights is used to calculate numeric KPIs from your customer data, such as average customer lifetime value (CLV) for a specific cohort. By defining a measure with a filter for customers acquired in the last year, you can compute the exact average CLV without needing predictive models or data transformation steps.

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Create a prediction model

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Run data unification

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Create a segment of recent customers

Question 3

A company wants to provide customer service agents with a 360-degree view of the customer including recent interactions, purchases, and sentiment. Which Dynamics 365 Customer Insights feature should they use?

Accepted Answer

Unified customer profile. The unified customer profile in Dynamics 365 Customer Insights aggregates data from multiple sources (e.g., sales, service, marketing) into a single, 360-degree view of each customer. This includes recent interactions, purchase history, and sentiment scores, enabling agents to see the complete customer journey. The other options focus on analytics or grouping, not on providing a holistic, real-time profile.

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Prediction models

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Measures

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Segments

Question 4

Which TWO data sources can be used to ingest data into Dynamics 365 Customer Insights? (Choose two.)

Accepted Answer

Power Query. Power Query is a native data ingestion tool within Dynamics 365 Customer Insights that allows users to connect to a wide variety of data sources, transform data using a graphical interface, and load it into the Customer Insights data lake. It supports connectors for databases, online services, and files, making it a primary method for importing customer data.

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Azure DevOps

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Excel file

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Microsoft Teams

Question 5

Which THREE actions can be performed using Dynamics 365 Customer Insights? (Choose three.)

Accepted Answer

Predict customer churn. Options A, B, and C are correct. Customer Insights can unify customer data from multiple sources, create dynamic segments based on customer behavior, and predict customer churn. Option D is incorrect because managing IT device compliance is not a feature of Customer Insights; that would be related to endpoint management. Option E is incorrect because designing email marketing campaigns is done in Dynamics 365 Marketing, not Customer Insights.

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Manage IT device compliance

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Design email marketing campaigns

Question 6

Which TWO are benefits of using Dynamics 365 Customer Insights? (Choose two.)

Accepted Answer

Gain a single view of the customer. Dynamics 365 Customer Insights unifies customer data from multiple sources (e.g., transactional, behavioral, and demographic) into a single, 360-degree view using its data unification and matching capabilities. This enables organizations to understand their customers holistically without data silos.

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Automate supply chain processes

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Manage financial transactions

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Manage customer service cases

Question 7

A retail company uses Dynamics 365 Customer Insights to unify customer data from online and in-store transactions. They want to define a customer segment based on customers who have made a purchase within the last 30 days and have a lifetime value above $500. Which feature should they use?

Accepted Answer

Create a segment based on conditions. Dynamics 365 Customer Insights allows you to define a segment based on conditions, such as combining a purchase recency filter (last 30 days) with a calculated lifetime value threshold (>$500). This uses the segment builder's rule-based logic to query unified customer profiles and transactional data, enabling precise targeting without custom code.

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Create a measure

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Enrich customer profiles with demographic data

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Create a prediction model

Question 8

A company is using Dynamics 365 Customer Insights to get a unified view of their customers. They have data from their e-commerce platform, CRM system, and customer support tickets. Which step is required to ensure that the same customer is recognized across these different data sources?

Accepted Answer

Configure data matching rules. B is correct because data matching rules in Dynamics 365 Customer Insights define how records from different sources (e-commerce, CRM, support tickets) are identified as belonging to the same customer. These rules use conditions like email, phone, or name to deduplicate and unify customer profiles into a single entity, ensuring consistent recognition across all ingested data sources.

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Enrich profiles with external data

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Create measures and KPIs

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Set up data export destinations

Question 9

A marketing team uses Dynamics 365 Customer Insights to create segments for targeted campaigns. They have a segment of 'High Value Customers' defined as those with a lifetime value in the top 20%. After a recent campaign, they want to evaluate the return on investment (ROI) for this segment. Which feature should they use to measure the campaign's impact on these customers?

Accepted Answer

Use the built-in measures and analytics to compare segment performance before and after the campaign. Dynamics 365 Customer Insights provides built-in measures and analytics that allow you to compare key performance indicators (KPIs) for a segment before and after a campaign. This directly enables ROI calculation by measuring changes in metrics like revenue or engagement specifically for the 'High Value Customers' segment, without needing external data ingestion or predictive models.

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Ingest campaign interaction data from external sources

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Enrich profiles with demographic data

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Build a churn prediction model

Question 10

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?

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.

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Disable data unification and start over

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Delete duplicate records manually in the source systems

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Re-ingest all data from source systems

Question 11

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.

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Build a prediction model

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Data source configuration

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Enrich profiles with demographic data

Question 12

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.

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Enrich profiles with demographic data from third-party sources

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Ingest data from the new product's website analytics

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Create a segment based on past purchases

Question 13

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.

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Enrich profiles with consent data

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Data source connection settings

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Configure export destinations to exclude certain data

Question 14

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.

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Activity

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Segment

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Measure

Question 15

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

Accepted Answer

Create dynamic segments based on customer behavior. Option C is correct because Dynamics 365 Customer Insights is a customer data platform (CDP) whose core capability is building unified customer profiles and then defining dynamic segments that update automatically based on behavioral, transactional, and demographic attributes. Option E is correct because Customer Insights ingests and unifies data from multiple sources (e.g., CRM, ERP, web, and third-party systems) through connectors and the data unification process, resolving identities into a single consolidated customer profile. Option A is incorrect because invoice generation for completed orders is a finance/ERP function handled by Dynamics 365 Finance or Business Central, not Customer Insights. Option B is incorrect because inventory management across warehouses is a supply chain function provided by Dynamics 365 Supply Chain Management, not Customer Insights. Option D is incorrect because although Customer Insights can export segments to marketing tools, sending personalized email campaigns directly is performed by Dynamics 365 Customer Insights - Journeys (or another marketing automation tool), not by the Customer Insights CDP itself.

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Generate invoices for completed orders

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Manage inventory levels across warehouses

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Send personalized email campaigns directly