MB-260Preview

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.

Case study -

This is a case study. Case studies are not timed separately. You can use as much exam time as you would like to complete each case. However, there may be additional case studies and sections on this exam. You must manage your time to ensure that you are able to complete all questions included on this exam in the time provided.

To answer the questions included in a case study, you will need to reference information that is provided in the case study. Case studies might contain exhibits and other resources that provide more information about the scenario that is described in the case study. Each question is independent of the other questions in this case study.

At the end of this case study, a review screen will appear. This screen allows you to review your answers and to make changes before you move to the next section of the exam. After you begin a new section, you cannot return to this section.

To start the case study -
To display the first question in this case study, click the Next button. Use the buttons in the left pane to explore the content of the case study before you answer the questions. Clicking these buttons displays information such as business requirements, existing environment, and problem statements. When you are ready to answer a question, click the Question button to return to the question.

General Overview -

Contoso Mobile Dog Spa operates a fleet of mobile grooming vans to provide dog grooming services. They operate in the cities (and surrounding metropolitan areas) of Atlanta, Chicago, New York City, Houston, and Seattle.

These grooming services are offered as packages at multiple price points, such as "basic bath" for $50 and "premium bath with nail trim" for $75.

Contoso also sells branded merchandise (hats, shirts, etc.) and dog accessories (toys, leashes, collars, etc.) through its own eCommerce website.

Customer Service and Marketing Overview. Customer Service

Contoso maintains a single contact center from which its customer service agents book appointments and handle customer complaints for each geographic market Contoso serves.

Customer service agents use Microsoft Dynamics 365 Customer Service to document inbound customer booking inquiries and complaints that are received via phone call, text message and web chat.

Customer service agents schedule grooming appointments using a third-party, web-based scheduling application.

Customer Service and Marketing Overview. Marketing

The marketing team manages an informational website and is responsible for running campaigns through web advertising platforms and social media channels. The marketing team also produces a weekly email newsletter that contains educational content relevant to dog owners as well as promotions for Contoso’s services and products.

Contoso uses a third-party marketing automation platform to send email and SMS messages to customers. These communications currently include:

1. All unique email addresses from the booking system, ecommerce system and Dynamics 365 Customer Service receive the weekly email newsletter described above. The same customer will receive multiple emails if the customer is associated with different email addresses in different systems.
2. Customers receive SMS reminders the day before a scheduled grooming appointment.
3. Each customer who purchases grooming services is sent an email with a link to a satisfaction survey on the first Tuesday following the grooming appointment. The survey link is the same for all customers, and the survey requires customers to enter their names, phone numbers and (optionally) email addresses as part of the submission.

Customer Service and Marketing Overview. Challenges

Currently, the customer service team does not have any way to relate survey responses back to individual customer records in Microsoft Dynamics 365 Customer Service.

The marketing team cannot access customer feedback data collected by the customer service team. Both the customer service team and marketing team cannot access any data from the ecommerce system.

Business Objectives -

Contoso business leadership identifies three major objectives to address by the end of the current fiscal year:

1. Improve customer retention - Current customer attrition rates exceed 40 percent each month.
2. Maximize customer value for services - The leadership team believes customer service agents should be upselling more customers on premium grooming packages. The leadership team is also considering partnering with other organizations to offer related services like dog training and dog walking to its existing customers.
3. Maximize customer value for merchandise and accessory sales - Fewer than five percent of grooming customers have ever made a purchase from the ecommerce site. The leadership team believes there are significant opportunities for new revenue by increasing ecommerce sales.

Project Overview. Overview -

The customer service and marketing leaders believes a Microsoft Customer Data Platform will help achieve Contoso’s business objectives.

The information technology (IT) team starts a pilot implementation of Microsoft Dynamics 365 Customer Insights.

Project Overview. Pilot Project -

The pilot implementation will use the following sources of data from Contoso's operational systems:

• Bookings - Customer demographic data and completed grooming appointments
• Web purchases - Customer demographic data and ecommerce purchases totals summarized by customer, type (branded merchandise or accessories) and date
• Survey responses - Respondent demographic data and response data
• Customer interactions - Customer demographic data, interaction history (phone calls, emails, web chat), customer feedback, and inquiries

There is no common customer key across the different data sources, and none of the customer tables store customer keys from the other sources. Every table in a specific data source can be associated back to a customer record from the same data source using the corresponding customer's primary key.

When managing system refreshes, Contoso requires data refreshes to begin within one hour of the scheduled arrival time for flat-file sources.

No Microsoft Azure storage services have been provisioned in support of the project, but the Customer Data Platform specialist may request the provisioning of any Azure services necessary to achieve the stated business objectives.

The goal of the pilot project is to demonstrate that Microsoft Dynamics 365 Customer Insights will provide marketing and customer service users with relevant data and insights. These data and insights will allow users to reduce churn, increase services revenue, and increase eCommerce spend.

Data Sources. Bookings -

This data source consists of two Parquet files that are uploaded to a secure file transport protocol (SFTP) site at noon (12 PM) and midnight (12 AM) every day.

1. Customers.parquet - customer id (primary key), name, customer physical address, city, state, postal code, phone number, residence type (“house”, “apartment”, etc.), email address
2. Appointments.parquet - appointment id (primary key), customer id, dog name, dog breed, appointment datetime, appointment price, grooming package name (“basic bath”, “premium bath”, etc.)

Data Sources. Web Purchases -

This data source consists of two CSV files that are programmatically uploaded to a SFTP site at midnight every day.

1. WebCustomers.csv - customer id (primary key), name, customer address, city, state, postal code, phone number, email address
2. TransactionTotals.csv - transaction id (primary key), customer id, merchandise total price, accessories total price, transaction datetime

Data Sources. Survey Responses -

This data source consists of two JSON files that are programmatically uploaded to a Microsoft SharePoint folder container at 6 PM every Friday.

1. Respondents.json - customer id (primary key), name, phone number, email address
2. Responses.json - response id (primary key), customer id, satisfaction score (1-5), comments, response date

Note: The satisfaction survey asks for a single satisfaction score on a scale of 1 to 5, with 1 meaning extremely dissatisfied and 5 meaning extremely satisfied. Respondents may optionally include comments.

Data Sources. Customer Interactions

This data source consists of a connection to data from the Contoso Dynamics 365 Customer Service application through a Microsoft Dataverse managed data lake. The relevant tables are all system tables.

1. Contacts - all system attributes are available
2. Activities - all system attributes are available
3. Cases (Incidents) - all system attributes are available

Note: Customer inquiries and feedback are stored as case (incident) records in the customer service application. Inquiries are tracked using the standard “question” case type value, and feedback are tracked using the standard “problem” case type value.

The IT manager at Contoso wants to extend Microsoft Dynamics 365 Customer Insights using Microsoft Power Platform.

Based on the data available in the pilot implementation, you need to provide the requirement that can be satisfied using out-of-the-box Power Platform capabilities.

What should you recommend?

1. All unique email addresses from the booking system, ecommerce system and Dynamics 365 Customer Service receive the weekly email newsletter described above. The same customer will receive multiple emails if the customer is associated with different email addresses in different systems.
2. Customers receive SMS reminders the day before a scheduled grooming appointment.
3. Each customer who purchases grooming services is sent an email with a link to a satisfaction survey on the first Tuesday following the grooming appointment. The survey link is the same for all customers, and the survey requires customers to enter their names, phone numbers and (optionally) email addresses as part of the submission.

Customer Service and Marketing Overview. Challenges

Currently, the customer service team does not have any way to relate survey responses back to individual customer records in Microsoft Dynamics 365 Customer Service.

The marketing team cannot access customer feedback data collected by the customer service team. Both the customer service team and marketing team cannot access any data from the ecommerce system.

Business Objectives -

Contoso business leadership identifies three major objectives to address by the end of the current fiscal year:

1. Improve customer retention - Current customer attrition rates exceed 40 percent each month.
2. Maximize customer value for services - The leadership team believes customer service agents should be upselling more customers on premium grooming packages. The leadership team is also considering partnering with other organizations to offer related services like dog training and dog walking to its existing customers.
3. Maximize customer value for merchandise and accessory sales - Fewer than five percent of grooming customers have ever made a purchase from the ecommerce site. The leadership team believes there are significant opportunities for new revenue by increasing ecommerce sales.

Project Overview. Overview -

The customer service and marketing leaders believes a Microsoft Customer Data Platform will help achieve Contoso’s business objectives.

The information technology (IT) team starts a pilot implementation of Microsoft Dynamics 365 Customer Insights.

Project Overview. Pilot Project -

The pilot implementation will use the following sources of data from Contoso's operational systems:

• Bookings - Customer demographic data and completed grooming appointments
• Web purchases - Customer demographic data and ecommerce purchases totals summarized by customer, type (branded merchandise or accessories) and date
• Survey responses - Respondent demographic data and response data
• Customer interactions - Customer demographic data, interaction history (phone calls, emails, web chat), customer feedback, and inquiries

There is no common customer key across the different data sources, and none of the customer tables store customer keys from the other sources. Every table in a specific data source can be associated back to a customer record from the same data source using the corresponding customer's primary key.

When managing system refreshes, Contoso requires data refreshes to begin within one hour of the scheduled arrival time for flat-file sources.

No Microsoft Azure storage services have been provisioned in support of the project, but the Customer Data Platform specialist may request the provisioning of any Azure services necessary to achieve the stated business objectives.

The goal of the pilot project is to demonstrate that Microsoft Dynamics 365 Customer Insights will provide marketing and customer service users with relevant data and insights. These data and insights will allow users to reduce churn, increase services revenue, and increase eCommerce spend.

Data Sources. Bookings -

This data source consists of two Parquet files that are uploaded to a secure file transport protocol (SFTP) site at noon (12 PM) and midnight (12 AM) every day.

1. Customers.parquet - customer id (primary key), name, customer physical address, city, state, postal code, phone number, residence type (“house”, “apartment”, etc.), email address
2. Appointments.parquet - appointment id (primary key), customer id, dog name, dog breed, appointment datetime, appointment price, grooming package name (“basic bath”, “premium bath”, etc.)

Data Sources. Web Purchases -

This data source consists of two CSV files that are programmatically uploaded to a SFTP site at midnight every day.

1. WebCustomers.csv - customer id (primary key), name, customer address, city, state, postal code, phone number, email address
2. TransactionTotals.csv - transaction id (primary key), customer id, merchandise total price, accessories total price, transaction datetime

Data Sources. Survey Responses -

This data source consists of two JSON files that are programmatically uploaded to a Microsoft SharePoint folder container at 6 PM every Friday.

1. Respondents.json - customer id (primary key), name, phone number, email address
2. Responses.json - response id (primary key), customer id, satisfaction score (1-5), comments, response date

Note: The satisfaction survey asks for a single satisfaction score on a scale of 1 to 5, with 1 meaning extremely dissatisfied and 5 meaning extremely satisfied. Respondents may optionally include comments.

Data Sources. Customer Interactions

This data source consists of a connection to data from the Contoso Dynamics 365 Customer Service application through a Microsoft Dataverse managed data lake. The relevant tables are all system tables.

1. Contacts - all system attributes are available
2. Activities - all system attributes are available
3. Cases (Incidents) - all system attributes are available

Note: Customer inquiries and feedback are stored as case (incident) records in the customer service application. Inquiries are tracked using the standard “question” case type value, and feedback are tracked using the standard “problem” case type value.

The IT manager at Contoso wants to develop an internal administration website that will connect to the Microsoft Dynamics 365 Customer Insights REST API. The manager asks you about several possible use cases.

You need to explain which actions are possible using the capabilities of the REST API.

Which three actions can the API perform? Each correct answer presents a complete solution.

NOTE: Each correct selection is worth one point.

Data Sources. WEBSTATS Common Data Model Folder

AdventureWorks’ website page views for authenticated ecommerce customers and cycling club members are stored in a CDM folder named WEBSTATS that is stored in an Azure Data Lake Gen 2 container named WEBDATA119 in the Central US region.

This folder contains an entity named PageViews that includes the following fields: emailaddress, pageurl. visitdate, productcategory.

Data Sources. Additional Information

AdventureWorks uses Dynamics 365 Sales as its sales CRM application, and its data is stored in Microsoft Dataverse.

Cycling club event logistics and member attendance are managed in an Azure SQL database. Attendance is tracked in a single table named EventAttendee that includes the following fields: emailaddress, eventdate, eventaddress, eventcity, eventstate, eventpostalcode, lastupdated (timestamp).

The ClubMember entity contains records of existing customers, as well as individuals who have not made a purchase from AdventureWorks. There are approximately 500,000 records in this entity, and there are approximately 5 million records in the EventAttendee table.

Current Configuration -

AdventureWorks currently has a single Dynamics 365 Customer Insights environment. This environment is named ADWProd, and it is configured as a B-to-C production environment in the West USA region.

The following data sources have been configured:

1. To ingest the LoyaltyMember, EcommerceCustomer and ClubMember entities described in the Data Sources section of this case study.
2. For Dynamics 365 Sales contact records using a Dataverse managed data lake connector.
3. For the EventAttendee table using a Power Query connection.

Profile unification has been configured to perform map, match and merge for non-primary key attributes with identical semantic types from the LoyaltyMember, EcommerceCustomer and ClubMember entities. Creation dates and timestamps were intentionally left unmapped. Some additional attributes were accidentally excluded from the merge process. These attributes are listed in the Pain Points section of this case study.

The search and filter index has been configured to include FullName, City, State and PhoneNumber as search fields. The State field is enabled tor filtering based on frequency and will show up to 10 options.

All members of the AdventureWorks marketing team have been granted access to the ADWProd environment.

Pain Points -

The AdventureWorks leadership team has identified several issues that need to be addressed to support current growth and ensure customer satisfaction.

1. Attributes for first name and postal code were included in the mapping process, but they were accidentally excluded from the merge process.
2. Multiple copies of printed catalogs are being sent to members of the same household resulting in wasted printing and mailing costs.
3. A segment export to Dynamics 365 Sales has been configured, but the sales team reports the associated marketing lists has zero members.
4. Ingesting the EventAttendee table takes significantly longer than ingesting any other data source, and it causes significant delays for completion of scheduled refreshes.

Goals and Objectives -

1. The marketing team wants to start hosting invitation-only webinars to promote upcoming product launches. Invitations for these webinars should be restricted to customers who have responded favorably to a customer satisfaction survey.
2. The marketing team wants to email coupons to customers based on the types of products they view on the AdventureWorks website.
3. The IT operations team wants to minimize the amount of time required to complete a scheduled refresh.

Detailed Requirements -

1. Only one copy of a catalog should be sent per household. AdventureWorks defines a household as all customers who share the same last name, street address, city and state.
2. Sales users are expected to call customers who are included in the loyalty system but do not have a populated email address in the loyalty system.
3. All marketing emails must include the customer's first name in the subject field, if it is available in the source data.
4. Marketing team members must be able to search for customer profiles in Microsoft Dynamics 365 Customer Insights by full name, email address, phone number, city, state, and postal code.
5. All members of the marketing team who can access a production Dynamics 365 Customer Insights environment should also have access to its corresponding testing environment.
6. Data exports and scheduled refreshes are not allowed in test environments.

You want to address the IT operations team’s goal.

What is the first step you should take?