Microsoft MB-260

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 information. Overview -

Blue Yonder Airlines created a new division named BY Excursions (BYE). BYE operates site-seeing tours and other excursions in vacation destinations across North America.

BYE is the product of the acquisition of three regional tour and excursion companies.

• Each of these regional operations have updated their branding.

• The three operations continue to maintain separate CRM systems for sales and customer service in their respective territories (East West and Central).

• Each regional operator offers different types of tours and excursions. For example, the East region currently offers boat tours, but the Central region does not

General information. Technology footprint

BYE uses a single instance of Dynamics 365 Marketing for marketing automation, and it recently implemented Dynamics 365 Customer Insights as its CDP. Dynamics 365 Marketing and Customer Insights are not currently connected.

A corporate data lake is built on Azure Data Lake Gen 2. This data lake has two containers named “imports” and “exports.” The BYE data science team uses Azure Machine Learning Studio to build predictive models.

CRM data extracts. Overview -

An Azure Data Factory pipeline produces flat-file extracts of all customers, events, and survey response data from every regional CRM system, and copies them to the corporate data lake imports container daily. These extracts are produced in pipe-delimited text format and each type of extract file has the same schema. The pipeline runs at 1 a.m. US Eastern Standard Time (UTC -5). Each regional system extract has the same format.

CRM data extracts. Customers -

Customer data is represented as records in the Customer extract file. This file contains customer address and contact information. Because customers can make purchases in more than one region, the same customer may be represented in multiple regional extract files. Regional extracts may also contain multiple records corresponding to the same individual customer.

Each record in a single regional extract will have a unique customer number value. The customer number value is not guaranteed to be unique across all regional extracts. Each customer file contains fewer than 50,000 records.

CRM data extracts. Event tickets

Customer event ticket purchases are represented as records in the event tickets extract file. This file contains a unique ID value for every ticket purchase along with details such as event type, event date, purchase date and ticket cost.

CRM data extracts. Survey responses

Each customer is also sent a customer satisfaction survey after the conclusion of every event. The survey includes numeric rating of 1-5 (1 being least satisfied and 5 being most satisfied) and a free-text response field for the customers to share their impressions of the event.

The schema for the three files in each extract is shown below:

Customer Insights configuration. Data sources

Your team is responsible for the configuration of Customer Insights. You are an Administrator in the environment.

Your team has configured a separate data source corresponding to the customer file extracts from each regional operation. Each data source uses a Microsoft Power Query text file connector to ingest the extract files. The Microsoft Enhanced Addresses enrichment has been enabled for each regional data source. The enrichment name for each region is the region name (East, West or Central) followed by "addresses."

Your team has also configured a fourth data source using Power Query to create consolidated files containing all event tickets and survey response records. These two new files have the same layout as the regional files. Customer email addresses are included in these files because customer numbers are not unique across regions.

Customer Insights configuration. Customer profiles

Your team has defined a Unified Customer Profile based on the three different customer extract files. The East and West regional customer extracts have deduplication rules configured with the default merge preferences and the following criteria:

1. Exact matches on LastName, HomeAddress, City and PostalCode.

2. Exact matches on FirstName, LastName, EmailAddress and normalized PhoneNumber.

The Central regional customer extract does not have any deduplication rules configured.

Your team has configured matching to start with the East region customer extract as the primary entity, then the Central region, then the West region. Each regional entity is configured to include all records, and subsequent entities match the previous entity using the following conditions:

1. Exact matches on LastName and normalized PhoneNumber.

2. Exact matches on normalized PhoneNumber, EmailAddress and Country.

Customer Insights configuration. Activities

Your team has added activities based on the event ticket and survey response extracts. Survey responses have been semantically mapped to the Feedback activity type, and event tickets have been semantically mapped to the SalesOrder activity type.

Customer Insights configuration. Measures and segments

Your team has not created any measures or segments.

Customer Insights configuration. Data exports

Your team has configured an export of the ConflationMatchPairs entity and attached it to a connection to the corporate data lake “exports” container.

Customer Insights configuration. Enrichments

In addition to the Enhanced Addresses enrichment mentioned previously, your team has configured a custom import enrichment that reads a file from a third-party vendor’s SFTP server.

Outbound email campaigns -

BYE uses Dynamics 365 Marketing's outbound marketing campaigns to send two types of commercial emails:

1. Post-purchase follow-up email - This email is sent the day after a customer purchases an event ticket. It contains generic information about upcoming events for the region. BYE leadership wants to replace the generic content with a personalized set of recommended event types the customer might want to consider. There are no restrictions on the types of events that can be recommended.

2. Post-event email - This email is sent the day after an event concludes, and it includes a link to the customer survey.

Data issues -

1. A significant number of BYE customers are duplicated in the regional file extracts. Manual review of a random sampling of duplicates returned the following findings: a. Duplicate records frequently have different values for street address such as inconsistencies in spelling and abbreviations for common words like “street,” “avenue,” “drive,” etc. b. Duplicate records typically share the same values for last name, email address, city, state or province, postal code, and country. c. Duplicate records typically do not share the same values for first name.

2. An automated process in the East regional CRM system recently updated the state or province component of several thousand customers’ addresses with incorrect values. All other components of these customers’ addresses are still presumed correct.

3. An automated process in the Central regional CRM system recently deleted the first name values for several hundred customers.

Predictive models -

The data science team has built inference pipelines in three different workspaces.

Your user account has the following access:

• Owner access to BYAEAML01

• Reader access to BYAEAML02

• User Access Administrator access to BYAEAML03

The table below shows the published pipelines in each workspace.

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.

After you answer a question in this section, you will NOT be able to return to it. As a result, these questions will not appear in the review screen.

You are implementing Microsoft Dynamics 365 Customer Insights as your company's Customer Data Platform.

The initial dataset entities contain contacts from Dynamics 365 Sales, eCommerce customers, and service management platform incidents.

In your first unification run you set Dynamics 365 as the primary entity but only see eCommerce profiles that were able to be matched with Dynamics 365 contacts.

You need to ensure that unmatched eCommerce customers are also added as a profile in Dynamics 365 Customer Insights.

Solution: Configure the eCommerce table above the Dynamics 365 table in the Source Fields step.

Does this solve the problem?