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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.

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 USA 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, and bicycle parts. The company also offers bicycle fitting and repair services.

The customer base varies from professional cyclists, individual leisure riders to families. The business recently experienced unprecedented growth of over 2000 percent, bringing the total number of customers to 10,000. The company decided to invest in Microsoft Dynamics 365 Customer Insights and Dynamics 365 Sales mobile app to unify customer data and improve sales.

Data Sources. ADVCUSTOMERS Common Data Model Folder

AdventureWorks uses Microsoft Azure Data Factory pipelines to export demographic data from its customer loyalty, ecommerce and cycling club membership management systems to a Common Data Model (CDM) folder named ADVCUSTOMERS that is stored in a Microsoft Azure Data Lake Gen 2 container named ADVDEMO9345 in the West USA region.

The following list describes the entities in this CDM folder:
•LoyaltyMember - contains customer profile information associated with in-store purchases.
- It includes the following attributes: srcid (primary key), firstname, lastname, fullname, addressstreet, city, postalcode, state, homephone, emailaddress, datecreated, timestamp
•EcommerceCustomer - contains customer profile information from online purchases.
- It includes the following attributes: ecid (primary key), firstname, last name, fullname, emailaddress, homephone, streetaddress, city, postalcode, state, datecreated, timestamp
•ClubMember - contains profile information for cycling club members.
- It includes the following attributes: ccic (primary key) fullname, emailaddress, streetaddress1, city, postal_code, state, datecreated, timestamp
•SurveyResponse - contains customer satisfaction scores on a scale from 1-10 (1 being extremely dissatisfied and 10 being extremely satisfied).
- It includes the following attributes: svid (primary key), emailaddress, responsedate, score.

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.

This Exam Topic does not have a case study.

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.

1. 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.2. 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.
3. The Sales team uses the Dynamics 365 Sales app but are not able to use segments generated in audience insights to generate marketing lists.
4. Marketing campaigns often sound redundant and inefficient as the same messaging is being sent to multiple members of the same household.
5. The Marketing team cannot create fully personalized communications due to missing Full Name in the unified customer record.
6. 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
1. 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.
2. Implement necessary changes to address the remaining pain points identified during the Leadership Team meeting.

Detailed Requirements
Pain Points
13.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

14.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

15.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)

16.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

17.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

18.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
b.

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 S50 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. TransactiorrTotals.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.

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 USA 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, and bicycle parts. The company also offers bicycle fitting and repair services.

The customer base varies from professional cyclists, individual leisure riders to families. The business recently experienced unprecedented growth of over 2000 percent, bringing the total number of customers to 10,000. The company decided to invest in Microsoft Dynamics 365 Customer Insights and Dynamics 365 Sales mobile app to unify customer data and improve sales.

Data Sources. ADVCUSTOMERS Common Data Model Folder

AdventureWorks uses Microsoft Azure Data Factory pipelines to export demographic data from its customer loyalty, ecommerce and cycling club membership management systems to a Common Data Model (CDM) folder named ADVCUSTOMERS that is stored in a Microsoft Azure Data Lake Gen 2 container named ADVDEMO9345 in the West USA region.

The following list describes the entities in this CDM folder:
•LoyaltyMember - contains customer profile information associated with in-store purchases.
- It includes the following attributes: srcid (primary key), firstname, lastname, fullname, addressstreet, city, postalcode, state, homephone, emailaddress, datecreated, timestamp
•EcommerceCustomer - contains customer profile information from online purchases.
- It includes the following attributes: ecid (primary key), firstname, last name, fullname, emailaddress, homephone, streetaddress, city, postalcode, state, datecreated, timestamp
•ClubMember - contains profile information for cycling club members.
- It includes the following attributes: ccic (primary key) fullname, emailaddress, streetaddress1, city, postal_code, state, datecreated, timestamp
•SurveyResponse - contains customer satisfaction scores on a scale from 1-10 (1 being extremely dissatisfied and 10 being extremely satisfied).
- It includes the following attributes: svid (primary key), emailaddress, responsedate, score.

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.

This Exam Topic does not have a case study.

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.

This Exam Topic does not have a case study.

This Exam Topic does not have a case study.

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.

1. 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.2. 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.
3. The Sales team uses the Dynamics 365 Sales app but are not able to use segments generated in audience insights to generate marketing lists.
4. Marketing campaigns often sound redundant and inefficient as the same messaging is being sent to multiple members of the same household.
5. The Marketing team cannot create fully personalized communications due to missing Full Name in the unified customer record.
6. 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
1. 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.
2. Implement necessary changes to address the remaining pain points identified during the Leadership Team meeting.

Detailed Requirements
Pain Points
7.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

8.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

9.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)

10.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

11.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

12.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
b.

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 S50 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. TransactiorrTotals.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.

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 USA 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, and bicycle parts. The company also offers bicycle fitting and repair services.

The customer base varies from professional cyclists, individual leisure riders to families. The business recently experienced unprecedented growth of over 2000 percent, bringing the total number of customers to 10,000. The company decided to invest in Microsoft Dynamics 365 Customer Insights and Dynamics 365 Sales mobile app to unify customer data and improve sales.

Data Sources. ADVCUSTOMERS Common Data Model Folder

AdventureWorks uses Microsoft Azure Data Factory pipelines to export demographic data from its customer loyalty, ecommerce and cycling club membership management systems to a Common Data Model (CDM) folder named ADVCUSTOMERS that is stored in a Microsoft Azure Data Lake Gen 2 container named ADVDEMO9345 in the West USA region.

The following list describes the entities in this CDM folder:
•LoyaltyMember - contains customer profile information associated with in-store purchases.
- It includes the following attributes: srcid (primary key), firstname, lastname, fullname, addressstreet, city, postalcode, state, homephone, emailaddress, datecreated, timestamp
•EcommerceCustomer - contains customer profile information from online purchases.
- It includes the following attributes: ecid (primary key), firstname, last name, fullname, emailaddress, homephone, streetaddress, city, postalcode, state, datecreated, timestamp
•ClubMember - contains profile information for cycling club members.
- It includes the following attributes: ccic (primary key) fullname, emailaddress, streetaddress1, city, postal_code, state, datecreated, timestamp
•SurveyResponse - contains customer satisfaction scores on a scale from 1-10 (1 being extremely dissatisfied and 10 being extremely satisfied).
- It includes the following attributes: svid (primary key), emailaddress, responsedate, score.

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.

This Exam Topic does not have a case study.

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.

1. 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.2. 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.
3. The Sales team uses the Dynamics 365 Sales app but are not able to use segments generated in audience insights to generate marketing lists.
4. Marketing campaigns often sound redundant and inefficient as the same messaging is being sent to multiple members of the same household.
5. The Marketing team cannot create fully personalized communications due to missing Full Name in the unified customer record.
6. 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
1. 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.
2. Implement necessary changes to address the remaining pain points identified during the Leadership Team meeting.

Detailed Requirements
Pain Points
1.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

2.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

3.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)

4.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

5.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

6.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
b.

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 S50 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. TransactiorrTotals.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.

This Exam Topic does not have a case study.

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 USA 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, and bicycle parts. The company also offers bicycle fitting and repair services.

The customer base varies from professional cyclists, individual leisure riders to families. The business recently experienced unprecedented growth of over 2000 percent, bringing the total number of customers to 10,000. The company decided to invest in Microsoft Dynamics 365 Customer Insights and Dynamics 365 Sales mobile app to unify customer data and improve sales.

Data Sources. ADVCUSTOMERS Common Data Model Folder

AdventureWorks uses Microsoft Azure Data Factory pipelines to export demographic data from its customer loyalty, ecommerce and cycling club membership management systems to a Common Data Model (CDM) folder named ADVCUSTOMERS that is stored in a Microsoft Azure Data Lake Gen 2 container named ADVDEMO9345 in the West USA region.

The following list describes the entities in this CDM folder:
•LoyaltyMember - contains customer profile information associated with in-store purchases.
- It includes the following attributes: srcid (primary key), firstname, lastname, fullname, addressstreet, city, postalcode, state, homephone, emailaddress, datecreated, timestamp
•EcommerceCustomer - contains customer profile information from online purchases.
- It includes the following attributes: ecid (primary key), firstname, last name, fullname, emailaddress, homephone, streetaddress, city, postalcode, state, datecreated, timestamp
•ClubMember - contains profile information for cycling club members.
- It includes the following attributes: ccic (primary key) fullname, emailaddress, streetaddress1, city, postal_code, state, datecreated, timestamp
•SurveyResponse - contains customer satisfaction scores on a scale from 1-10 (1 being extremely dissatisfied and 10 being extremely satisfied).
- It includes the following attributes: svid (primary key), emailaddress, responsedate, score.

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.

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.

1. 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.

2. 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.

3. The Sales team uses the Dynamics 365 Sales app but are not able to use segments generated in audience insights to generate marketing lists.

4. Marketing campaigns often sound redundant and inefficient as the same messaging is being sent to multiple members of the same household.

5. The Marketing team cannot create fully personalized communications due to missing Full Name in the unified customer record.

6. 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

1. 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.

2. Implement necessary changes to address the remaining pain points identified during the Leadership Team meeting.

Detailed Requirements

Pain Points
1. 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

2. 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

3. 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)

4. 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

5. 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

6. 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

This Exam Topic does not have a case study.