MB-910 Describe Dynamics 365 Customer Insights Practice Test 8 — 15 Questions

Question 1

You are reviewing the exhibit of an enrichment configuration in Customer Insights - Data. What is the purpose of this enrichment?

Accepted Answer

Add demographic data based on postal code. The enrichment configuration in Customer Insights - Data uses a data source (such as a postal code lookup service) to append demographic attributes (e.g., income level, age range, or household size) to existing customer profiles. This is correct because the exhibit shows an enrichment step that maps postal code to external demographic data, not a deduplication, purchase history, or churn calculation process.

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Delete duplicate profiles

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Add purchase history based on customer ID

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Calculate churn probability

Question 2

A retail company wants to use Dynamics 365 Customer Insights to create a unified customer profile that combines data from their e-commerce platform, loyalty program, and in-store POS system. Which feature should they use to identify and merge duplicate customer records?

Accepted Answer

Match and merge. The 'Match and merge' feature in Dynamics 365 Customer Insights is specifically designed to identify duplicate customer records across different data sources (e-commerce, loyalty, POS) and unify them into a single, cohesive customer profile. It uses predefined or custom matching rules to detect duplicates based on attributes like email or phone number, then merges them while preserving the best data from each source.

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Enrichment with external data

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Data ingestion from various sources

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Segmentation based on customer attributes

Question 3

A marketing team at a manufacturing company uses Dynamics 365 Customer Insights to target customers with personalized offers. They notice that the same customer receives multiple identical emails because the system treats each interaction as a separate profile. Which configuration step should they prioritize to resolve this issue?

Accepted Answer

Configure match rules to merge duplicate customer profiles. Duplicate customer profiles cause the same person to receive multiple identical emails. Configuring match rules in Dynamics 365 Customer Insights allows the system to identify and merge duplicate profiles based on attributes like email or name, ensuring a single unified customer view and preventing redundant communications.

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Create new measures to track email engagement

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Verify that all data sources are correctly connected

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Add more enrichment data to improve profile completeness

Question 4

A financial services company uses Dynamics 365 Customer Insights to generate a 360-degree view of customers. They want to use AI to predict which customers are likely to churn in the next 30 days. What should they configure?

Accepted Answer

Enable the churn prediction model in the AI insights module. The churn prediction model in the AI insights module is the correct configuration because Dynamics 365 Customer Insights provides prebuilt AI models, including a churn prediction model, that analyze customer data (e.g., interactions, transactions, and engagement) to predict which customers are likely to churn within a specified time frame, such as 30 days. This model uses machine learning to identify patterns and assign a churn score, enabling proactive retention efforts.

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Define a measure to calculate average transaction amount

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Create a static segment based on past churn behavior

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Add enrichment data from external demographics

Question 5

A global retailer uses Dynamics 365 Customer Insights to manage customer data from multiple regions. They need to ensure that customer profiles comply with GDPR right to erasure requests. Which feature should they use?

Accepted Answer

Data privacy and consent management. Data privacy and consent management in Dynamics 365 Customer Insights provides built-in capabilities to handle GDPR right to erasure requests. It allows administrators to configure data retention policies, manage consent, and execute deletion of customer profiles across all connected data sources, ensuring compliance with regulatory requirements.

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Enrichment with third-party data

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Create a measure for customer lifetime value

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Segmentation with dynamic membership

Question 6

A telecommunications company uses Dynamics 365 Customer Insights to analyze customer churn. They have created a churn prediction model and want to take real-time actions when a customer is predicted to churn, such as sending a retention offer. Which integration should they use?

Accepted Answer

Real-time marketing in Dynamics 365. Real-time marketing in Dynamics 365 Customer Insights enables immediate, automated actions (such as sending retention offers) when a churn prediction model triggers. This integration uses customer segments and triggers from the prediction model to initiate outbound communications in real time, aligning with the requirement for real-time actions.

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Enrichment from Azure Data Lake

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Power Automate to send email

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Power BI embedded reports

Question 7

A small business wants to unify customer data from their online store, email list, and social media interactions using Dynamics 365 Customer Insights. They have limited technical resources. What is the recommended first step?

Accepted Answer

Ingest data from their existing sources and configure match rules. The recommended first step is to ingest data from existing sources and configure match rules (Option D). This foundational step unifies customer profiles by matching and merging records from different sources, enabling further analysis. Options A, B, and C are premature: building segments (A) and creating measures (B) require unified profiles first, while enriching profiles with third-party data (C) is optional and best done after unification.

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Build segments based on customer location

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Create measures to calculate key performance indicators

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Enrich profiles with demographic data from a third-party provider

Question 8

A healthcare provider uses Dynamics 365 Customer Insights to manage patient profiles. They need to ensure that only authorized users can access sensitive health information. Which feature should they configure?

Accepted Answer

Role-based access control (RBAC). Role-based access control (RBAC) in Dynamics 365 Customer Insights allows administrators to assign specific permissions (e.g., read, write, delete) to users based on their roles, ensuring that only authorized personnel can access sensitive health information. This is the primary mechanism for securing patient data and complying with regulations like HIPAA.

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Enrichment with external data

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Match rules for deduplication

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Data source connections

Question 9

A large enterprise uses Dynamics 365 Customer Insights to manage customer data from multiple subsidiaries. They want to ensure that each subsidiary can only see their own customer data but the corporate team can see all data. What is the best approach?

Accepted Answer

Create separate data partitions within Customer Insights and assign access permissions accordingly. Data partitions in Dynamics 365 Customer Insights allow you to logically separate data from different sources (e.g., subsidiaries) within a single environment. By assigning role-based access permissions to each partition, you ensure that subsidiary users can only view their own partition data, while corporate users with broader permissions can access all partitions. This is the designed mechanism for multi-tenant or multi-business-unit data isolation without duplicating infrastructure.

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Create separate segments for each subsidiary

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Apply enrichment filters to hide data

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Use match rules to keep data separate

Question 10

Which TWO activities are part of the data unification process in Dynamics 365 Customer Insights?

Accepted Answer

Configuring match rules to identify duplicates. Configuring match rules is a core step in the data unification process in Dynamics 365 Customer Insights. Match rules define the conditions (e.g., fuzzy matching on email or phone) used to identify duplicate customer records across source systems, enabling deduplication and merging into a single unified profile. This is distinct from segmentation or enrichment, which occur after unification.

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Creating segments based on customer attributes

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Defining measures for customer metrics

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Enriching profiles with external data

Question 11

Which THREE are capabilities of Dynamics 365 Customer Insights?

Accepted Answer

Unified customer profile from multiple data sources. Dynamics 365 Customer Insights is a customer data platform (CDP) that ingests data from multiple sources—such as transactional systems, web interactions, and CRM—to create a unified customer profile. This profile consolidates disparate data into a single, 360-degree view of each customer, enabling personalized engagement and analytics.

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Customer service case management

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Email campaign creation and sending

Question 12

Which TWO are best practices when configuring match rules in Dynamics 55 Customer Insights?

Accepted Answer

Combine exact and fuzzy matching for better coverage. Combining exact and fuzzy matching in Dynamics 365 Customer Insights allows the system to identify both identical records (exact match) and near-duplicates with minor variations like typos or abbreviations (fuzzy match), improving deduplication coverage without sacrificing precision. This hybrid approach is a best practice to balance accuracy and recall when configuring match rules.

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Use only exact matching to ensure no false positives

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Create as many match rules as possible to capture all duplicates

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Disable deduplication for high-volume data sources

Question 13

A retail company wants to unify customer data from their e-commerce platform, loyalty program, and in-store POS system to create a single customer profile. Which Dynamics 365 Customer Insights capability should they use?

Accepted Answer

Data unification. Data unification is the correct capability because it is specifically designed to reconcile and merge customer records from disparate data sources—such as e-commerce platforms, loyalty programs, and POS systems—into a single, unified customer profile. This process uses matching rules, deduplication, and conflict resolution to create a 360-degree view of each customer, which is the core requirement described in the question.

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Power BI integration

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Marketing segmentation

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Customer Voice

Question 14

A company wants to predict which customers are likely to churn in the next 30 days using historical data and AI. Which feature in Dynamics 365 Customer Insights should they use?

Accepted Answer

Predictions. The Predictions feature in Dynamics 365 Customer Insights uses prebuilt AI models to analyze historical customer data and calculate churn probability scores for a specified future period, such as the next 30 days. This directly addresses the requirement to predict which customers are likely to churn, as it leverages machine learning to identify patterns and generate actionable insights without requiring custom model building.

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Segmentation

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Measures

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Copilot

Question 15

A marketing team wants to send personalized email campaigns based on customer lifetime value (CLV) scores. They have already built a CLV prediction model in Customer Insights. What is the next step to use these scores in a marketing campaign?

Accepted Answer

Create a segment based on the CLV prediction in Customer Insights. In Dynamics 365 Customer Insights, predictions like CLV are stored as data entities. To use them in a marketing campaign, you must first create a segment that filters customers based on the CLV prediction score. This segment can then be exported or used directly in Dynamics 365 Marketing journeys. Option A is correct because segments are the bridge between Customer Insights data and Marketing campaign targeting.

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Use the prediction directly in a Marketing journey

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Use Power BI to visualize the CLV scores

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Export the CLV scores to Excel and import into Dynamics 365 Marketing