Topic 1: Adventure Works
Topic 1, Adventure Works 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 AdventureWorks Cycles is a bicycle retailer with a few locations in the Midwest region. The AdventureWorks Cycles business model supports both in store purchases as well as online orders. In addition to offering a wide variety of bicycles, the company sells clothing, performance nutrition supplements, bicycle parts as well as bicycle fitting and repair services. The customer base varies from professional cyclists, individual leisure riders to families. The business experienced unprecedented growth of over 2000% during the pandemic bringing a total number of customers to 10,000. The company decided to invest in Microsoft Dynamics 365 Customer Insights and Dynamics 365 Sales App to unify customer data and improve sales. Data Source AdventureWorks Cycles uses Customer Insights to connect to data from three different sources to generate a unified customer record. The data ingestion has been done for the initial data load. There are three data sources containing customer profile data loaded to a dedicated storage account and container in the Azure Data Lake: Loyalty data source: This data source contains customer profile information from in-store purchases. - loyalty.member.csv: srcid (primary key), firstname, lastname, middlename, fullname, addressstreet, loyalty_email, city, zipcode, state, homephone, datecreated, timestamp Ecommerce Data source: This data source contains customer profile information from online purchases. - ecom.member.csv: ecid (primary key), firstname, last name, fullname, email, homephone, streetaddress, city, zip, state, datecreated, timestamp Cycling Clubs Data Source: This data source contains customer profile information for members of Cycling clubs. - cclubcust.csv: ccid (primary key) firstname, lastname, full_name, email, main phone, streetaddress1, city, zip_code, state, datecreated, datecreated, timestamp The Loyalty data source contains the largest and most trusted dataset. It is considered the Primary Source followed by Ecommerce and Cycling Clubs Data Sources. All three data sources share common customer demographics. Map, Match, and Merge (M3) rules within audience insights are applied accordingly to generate a unified customer record. Additionally, there are three data sources that contain customer cellphone numbers for Loyalty, Ecommerce, and Cycling Club data sources that have been loaded to the Azure Data Lake but have not been ingested into audience insights. cellPhone_loyaly.csv: srcid (primary key), cellphone cellPhone_ec.csv: ecid (primary key), cellphone cellPhone_cc.csv: ccid (primary key), cellphone Pain Points The AdventureWorks Cycles leadership team identified several pain points that need to be addressed immediately to support current growth and ensure customer satisfaction. Lack of strategy for refreshing the customer data in the audience insights. There is a considerable effort needed to build pipelines to flow the incremental data updates into the Azure Data Lake so it can be ingested and processed in audience insights. Customer Service reps cannot search for customers efficiently in audience insights which affects the customer satisfaction. Also, they do not have valid cell phone numbers for customers since it is not part of the profile. The Sales team uses the Dynamics 365 Sales app but are not able to use segments generated in audience insights to generate marketing lists. Marketing campaigns often sound redundant and inefficient as the same messaging is being sent to multiple members of the same household. The Marketing team cannot create fully personalized communications due to missing Full Name in the unified customer record. The test team is complaining that they do not have a dedicated UAT environment where they can test features before they are deployed to production. Project Goals Create a strategy to implement incremental data refresh in prod audience insights that reads data from Azure Data Lake Gen 2. In parallel configure incremental refresh in one of the non-production audience insights where all the data sources are available, loaded from Azure SQL database, through Power Query to audience insights instance. This will allow some testing of the incremental refresh functionality to be completed while the long-term strategy is being finalized. Implement necessary changes to address the remaining pain points identified during the Leadership Team meeting. Detailed Requirements Pain Points Configuring incremental refreshes for all customer data profiles as follows: - Incremental data refresh should be configured for member tables only - Timestamp data and time field should be used by the system to check when the record was last updated - All three tables should be refreshed every two days Adding additional data sources and search fields to audience insights - Ingesting Cell phone data- the requirement is to keep the name of the date sources aligned with the design document. See section 1 for more details. - Furthermore, to get a quick snapshot of the quality of data, data profiling should be enabled for the phone fields only - The following fields from the unified customer record should be added to index: Last Name, Full Name, Email, Cell Phone, Street Address, DOB Ability to use segments from the audience insights to generate marketing lists - The Sales team needs to generate a marketing campaign based on segment of customers who have a Loyalty email. (loyalty.email) Ability to group customer profiles into a household cluster for purpose of generating targeted marketing communication - A household cluster is defined as customers who share Last Name, Street Address, City, Zip Code and State Adding Full Name field to the unified customer record - Full Name is a merged field with the following merging policy a. loyalty.member.fullname b. ecom.member.fullname c. cclubcust.csv.full_name Creating a sandbox environment that mirrors the current development environment - Create a sandbox environment called UAT1 and copy configurations from env. “DEV1”. a. Note: there is also an exiting environment called “Dev” and it is not configured correctly and should not be copied
You are a Customer Data Platform Specialist. You want to add data sources that connect
to data in the organization’s Azure Data Lake. You need to enable data profiling for the
entity within the data source while creating it.
Which three actions should you perform in sequence to meet this requirement? To answer,
move the appropriate actions from the list of actions to the answer area and arrange them
in the correct order.
You are a Customer Data Platform Specialist. You are asked to create a household cluster
to group profiles that share a set of demographic data points.
Which three actions should you perform in sequence to configure a household cluster? To
answer, move the appropriate actions from the list of actions to the answer area and
arrange them in the correct order.
You are a Customer Data Platform Specialist. You need to design a process to share the
unified customer profile with the sales team. The sales team uses the Dynamics 365 Sales
app for marketing list generation.
Which two conditions must be met to export segments needed by the sales team to the
D365 Sales app? Each correct answer presents part of the solution.
NOTE: Each correct selection is worth one point.
A.
In order to export segment of customers who have DOB to Dynamics 365 Sales to
create marketing lists, a connection to the Dynamics 365 Sales environment must be
configured.
B.
Contacts do not have to be present in Dynamics 365 Sales because the export process
will create new contact records if they do not already exist.
C.
In order to export segment of customers who have Loyalty email to Dynamics 365 Sales, a connection to the Dynamics 365 Sales environment must be configured
D.
Dynamics 365 Sales Contacts must be ingested into audience insights as a data source
and included in the unified customer profile.
In order to export segment of customers who have DOB to Dynamics 365 Sales to
create marketing lists, a connection to the Dynamics 365 Sales environment must be
configured.
Dynamics 365 Sales Contacts must be ingested into audience insights as a data source
and included in the unified customer profile.
You are a Customer Data Platform Specialist. The marketing team requested that customer
cellphone numbers be added to the customer profile in audience insights. The customer
cellphone numbers are stored in a separate table in the Azure Gen 2 Storage Account.
You decide to create the data source(s) needed in audience insights.
Which statements best describes the steps needed to ingest the required data to audience
insights?
A.
In audience insights, under Data, select Data Sources, add data source and select
Azure data lake storage as an import method, enter name as "Loyalty Cell Phone' and
enter storage account name to authenticate. Repeat the steps for other tables.
B.
In audience insights, select Data Sources, add data source, enter "CellPhone" in the
name field and click Next.
C.
In audience insights, add data source and select Azure data lake storage as an import
method, enter "cellPhoneJoyalty1 as a data source name, and then enter the container
name and method to authenticate. Repeat the same steps for other tables.
D.
In audience insights, add data source and select Microsoft Dataverse as an import
method, enter "CellPhoneloyalty" as a data source name.
In audience insights, add data source and select Azure data lake storage as an import
method, enter "cellPhoneJoyalty1 as a data source name, and then enter the container
name and method to authenticate. Repeat the same steps for other tables.
There are three data sources containing customer profile data loaded to a dedicated
storage account and container in the Azure Data Lake.
Ingesting Cell phone data- the requirement is to keep the name of the date
sources aligned with the design document.
cellPhone_loyaly.csv: srcid (primary key), cellphone
You are a Customer Data Platform Specialist. You are implementing an incremental refresh
in audience insights. All the data is stored in an Azure SQL database and is ingested to
audience insights using Power Query. You need to configure an incremental refresh for
data sources.
Which four actions should you perform in sequence to meet this requirement? To answer,
move the appropriate actions from the list of actions to the answer area and arrange them
in the correct order.
You are a Customer Data Platform Specialist. Dynamics 365 Customer Insights (CI) users
have complained that they are not able to quickly find customers using main demographic
data points. You must ensure users are able to search customers using any of the
available fields.
Which two statements define the actions that should be completed to satisfy this
requirement? Each option represents a partial solution.
NOTE: Each correct selection is worth one point.
A.
Validate you have access to edit the Search and index pages in audience insights
B.
On the Search and filter index pane, add Last Name, Full Name, Email. Cell Phone.
Street Address, and DOB fields to Index. Click Save and Run.
C.
You must run Merge in order to view the newly added fields on the customer profile.
D.
On the Search and filter index pane. Add Last Name, FullName, Email, Home Phone.
DOB fields to Index. Click Save and Run.
Validate you have access to edit the Search and index pages in audience insights
On the Search and filter index pane, add Last Name, Full Name, Email. Cell Phone.
Street Address, and DOB fields to Index. Click Save and Run.
Explanation:
The following fields from the unified customer record should be added to index: Last Name,
Full Name, Email, Cell Phone, Street Address, DOB.
Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/searchfilter-
index
You are a Customer Data Platform Specialist. The sales team asks you for an update on its
requirement to be able to create a marketing list in Dynamics 365 Sales from audience
insights data.
Which validation is necessary to satisfy the sales team’s requirement?
A.
Validate ecom_email field is part of the Customer entity profile, and it is not merged with
any other email from a different source.
B.
Validate loyalty_email field is part of the unified customer entity profile, and it is not
merged with any other email from a different source
C.
Validate email field is part of the Loyalty Member entity and can be used as a filter when
building a segment for export to Dynamics 365 Sales
D.
Validate all contacts ingested from Dynamics 365 Sales are included in the segment and
the proper filter is applied
Validate loyalty_email field is part of the unified customer entity profile, and it is not
merged with any other email from a different source
Ability to use segments from the audience insights to generate marketing lists:
The Sales team needs to generate a marketing campaign based on segment of
customers who have a Loyalty email. (loyalty.email)
You are a Customer Data Platform Specialist. The marketing team wants to send
personalized marketing emails to customers, but the customer FullName attribute has not
been correctly populated as part of the profile unification process.
You update the Map process to include the loyalty.member.fullname,
ecom.member.fullname, and cclubcust.member.full_name fields. Then, you map the fields
to the Person.FullName semantic type. Audience insights automatically merges these fields
into the FullName attribute on the Merge page.
What action should you perform to make sure the merged FullName field contains the most
trusted data available?
A.
Edit the merged FullName field and combine fields by most recent based on timestamp
in the source entity.
B.
Edit the merged FullName field and combine fields by least recent based on timestamp
in the source entity
C.
Separate the fields in the merged FullName field, create a new field, and add attributes
in priority order.
D.
Edit the merged FullName field, combine fields by importance, and manually rank the
source entities.
Edit the merged FullName field, combine fields by importance, and manually rank the
source entities.
Explanation:
Adding Full Name field to the unified customer record
Full Name is a merged field with the following merging policy
a. loyalty.member.fullname
b. ecom.member.fullname
c. cclubcust.csv.full_name
Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audience-insights/mergeentities
You are a Customer Data Platform Specialist. You need to create an additional audience
insights environment based on the existing configuration in the development environment.
Which two statements are correct when creating an additional environment with limited
amount of required configuration? Each correct answer presents part of the solution.
NOTE: Each correct selection is worth one point.
A.
In Type select Trial, Region, and click next to connect to the Azure Data Lake Storage
Account.
B.
In the Create New Environment dialog window, enter *UAT1" name. Check Copy from
exiting environment and select "Dev° from the option set.
C.
In the Create New Environment dialog window, enter *UATT name. Check Copy from
exiting environment, and select DEV1 from the list.
D.
In Type select Sandbox, Region, and click next to connect to the Azure Data Lake
Storage Account.
In the Create New Environment dialog window, enter *UATT name. Check Copy from
exiting environment, and select DEV1 from the list.
In Type select Sandbox, Region, and click next to connect to the Azure Data Lake
Storage Account.
Creating a sandbox environment that mirrors the current development environment
Create a sandbox environment called UAT1 and copy configurations from env. “DEV1”.
- Note: there is also an exiting environment called “Dev” and it is not configured correctly
and should not be copied
Note: This question is part of a series of questions that present the same scenario. Each
question in the series contains a unique solution that might meet the stated goals. Some
question sets might have more than one correct solution, while others might not have a
correct solution.
You are a Customer Data Platform Specialist. Your company’s information technology
department (IT) has a CSV file stored on one of their Shared Documents folder within their SharePoint sites which they have ingested into audience insights. The file contains a row
header with some special characters, columns of different types (quantities, prices, etc.),
and some rows with a high proportion of nulls and missing primary keys. You have been
asked to clean and transform the data in audience insights to be ready for unification.
What should you do?
Solution: Clean the data by transforming the first row to be used as headers and removing
special characters and spaces from header row, defining column types to be appropriate
field types, remove rows with missing primary keys, and name the query. Click “Next” and
your data is now ready for unification.
Does this meet the goal?
A.
Yes
B.
No
Yes
Reference:
https://docs.microsoft.com/en-us/dynamics365/customer-insights/audienceinsights/
connect-power-query
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