MB-260: Microsoft Customer Data Platform Specialist

Describe Customer Insights

• describe Customer Insights components, including entities, relationships, activities, measures, and segments
  analyze Customer Insights data by using Azure Synapse Analytics
• describe support for near real-time updates • describe support for enrichment Describe use cases for Customer Insights
• describe use cases for Customer Insights
• describe use cases for creating reports by using Customer Insights
• describe use cases for extending Customer Insights by using Microsoft Power Platform components
• describe use cases for Customer Insights APIs

Connect to data sources

• determine which data sources to use

• determine whether to use the managed data lake or an organization’s data lake

• connect to Microsoft Dataverse

• connect to Common Data Model folders

• connect to data sources by using Power Query connectors

• ingest data from Azure Synapse Analytics

• ingest data by using Azure Data Factory pipelines

• describe real-time ingestion capabilities and limitations

• describe benefits of pre-unification data enrichment

Transform, cleanse, and load data by using Power Query

• select tables and columns

• resolve data inconsistencies, unexpected or null values, and data quality issues

• evaluate and transform column data types

• apply data shape transformations to tables

Configure incremental refreshes for data sources

• identify data sources that support incremental updates

• identify capabilities and limitations for scheduled refreshes

• configure scheduled refreshes and on-demand refreshes

• trigger refreshes by using Power Automate or the Customer Insights API

Implement mapping

• select Customer Insights entities and attributes for matching
• select attribute types
• select the primary key

Implement matching

• specify a match order for entities
• define match rules
• define custom match rules
• include enriched entities
• configure normalization options
• differentiate between low, medium, high, exact, and custom precision methods
• configure deduplication
• run a match process and review results

Implement merges

• specify the order of fields for merged tables
• combine fields into a merged field
• combine a group of fields
• separate fields from a merged field
• exclude fields from a merge
• group profiles
• configure customer ID generation
• run a merge and review results

Configure search and filter indexes

• define which fields should be searchable
• define filter options for fields
• define indexes

Configure relationships and activities

• create and manage relationships
• create activities by using a new or existing relationship
• manage activities

Configure prediction models
• configure and evaluate the customer churn models, including the transactional churn and subscription churn models
• configure and evaluate the product recommendation model
• configure and evaluate the customer lifetime value model
• create a customer segment based on prediction model

Implement machine learning models
• describe prerequisites for using custom Azure Machine Learning models in Customer Insights
• implement workflows that consume machine learning models
• manage workflows for custom machine learning models

Create and manage measures

• describe the different types of measures
• create a measure
• create a measure by using a template
• configure measure calculations
• modify dimensions

Create segments

• describe methods for creating segments, including blank segments
• create a segment from customer profiles, measures, or AI predictions
• find similar customers

Find suggested segments

• describe how the system suggests segments for use
• create a segment from a suggestion
• configure refreshes for suggestions

Create segment insights

• configure overlap segments
• configure differentiated segments
• analyze insights

Configure connections and exports
• configure a connection for exporting data
• create a data export
• define types of exports
• configure on demand and scheduled data exports
• define the limitations of segment exports

Export data to Dynamics 365 Marketing or Dynamics 365 Sales
• identify prerequisites for exporting data from Customer Insights
• create connections between Customer Insights and Dynamics 365 apps
• define which segments to export
• export a Customer Insights segment into Dynamics 365 Marketing as a marketing segment
• export a Customer Insights profile into Dynamics 365 Marketing for customer journey orchestration
• export a Customer Insights segment into Dynamics 365 Sales as a marketing list

Display Customer Insights data from within Dynamics 365 apps
• identify Customer Insights data that can be displayed within Dynamics 365 apps
• configure the Customer Card Add-in for Dynamics 365 apps
• identify permissions required to implement the Customer Card Add-in for Dynamics 365 apps

Implement Data Enrichment
• enrich customer profiles
• configure and manage enrichments
• enrich data sources before unification

Implement Consent Management
• describe the capabilities of Consent Management
• import and manage consent data
• manage settings and users
• use consent data

Create and configure environments
• identify who can create environments
• differentiate trial and production environments
• manage existing environments
• describe available user permissions
• configure user permissions and guest user permissions

Manage system refreshes
• differentiate between system refreshes and data source refreshes
• describe refresh policies
• configure a system refresh schedule
• monitor and troubleshoot refreshes

Create and manage connections
• describe when connections are used
• configure and manage connections