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MB-260 Microsoft Practice Test Questions and Exam Dumps

Question No 1:

You are a Customer Data Platform Specialist. You need to create relationships to connect entities so that they can be further used in defining segments and measures by the marketing team. 

Which three relationship types are available in audience insights? Each correct answer presents a complete solution.

A. Non-editable system relationships, created by the system as part of the data unification process
B. Non-editable system relationships, which are created automatically from ingesting data sources
C. Editable inherited relationships, created by the system as part of the data unification process
D. Editable custom relationships, created and configured by users
E. Non-editable inherited relationships, which are created automatically from ingesting data sources

Correct answers: A, D, E

Explanation

In Dynamics 365 Customer Insights - Data (formerly known as Audience Insights), creating and managing relationships between entities (also known as tables) is a crucial step to enable the creation of customer segments, measures, and insights. Relationships define how data points are connected, making it easier to query, analyze, and visualize the data from multiple sources cohesively.

There are three main types of relationships that exist in Customer Insights: system relationships, inherited relationships, and custom relationships. These can be editable or non-editable based on how they are created and their purpose.

Option A, Non-editable system relationships created by the system as part of the data unification process, is correct. These are automatically generated by Customer Insights during the unification process when the system matches entities (e.g., customers, interactions) based on unique identifiers or mapping logic. These relationships are essential for unifying data and cannot be edited by users because they are foundational to how Customer Insights understands entity connections.

Option D, Editable custom relationships created and configured by users, is also correct. These are user-defined relationships created within the system by specifying key columns to establish a connection between two entities. Custom relationships provide flexibility and allow the user to define how additional or non-standard data sources should relate to existing entities. They are editable, meaning users can change the logic or keys used to create these relationships as needed.

Option E, Non-editable inherited relationships created automatically from ingesting data sources, is correct as well. These relationships are automatically detected based on foreign key constraints or reference data in the data sources when they are ingested into Customer Insights. While they are helpful for understanding how data sources relate, they are not editable, and they are maintained by the system to reflect the structure found in the source systems.

Option B is incorrect because while it is similar in wording to Option A, it incorrectly suggests that system relationships are created solely during the data ingestion process. System relationships are more accurately tied to the unification process rather than just ingestion.

Option C is incorrect because editable inherited relationships are not a valid relationship type in Customer Insights. Inherited relationships are non-editable by design since they reflect structure from the source systems.

Therefore, the correct set of relationship types available in Audience Insights is A, D, and E. These options reflect the different ways relationships are created and maintained in the system—either automatically through unification and ingestion or manually through user input, and whether or not they can be edited.

Question No 2:

You are a Customer Data Platform Specialist. Your company operates mainly in the business-to-business (B2B) space. The chief marketing officer (CMO) asks you to implement audience insights and ensure that it can handle the company's B2B scenarios and data. 

Which statement is correct when considering audience insights for business accounts versus individual consumers?

A. The out-of-the-box product recommendation prediction model is available for business accounts.
B. Data ingestion features are different for business accounts and individual customers.
C. Some enrichment types are available only for individual customer scenarios, while others are exclusively available for business accounts.
D. Business accounts and individual consumers share the same audience insights environment.

Correct answer: C

Explanation:

When implementing audience insights in Microsoft Dynamics 365 Customer Insights, especially in a B2B context, it is crucial to understand how features and enrichment options vary between business accounts and individual consumers. Audience insights is built to support both B2C and B2B scenarios, but certain functionalities are tailored differently depending on the data model in use—individuals vs. accounts.

Option C correctly identifies that some enrichment types are specific to individual (B2C) scenarios, while others are tailored for business accounts (B2B). For example, brand affinity enrichment and interest enrichment are available primarily for individual customers, leveraging data tied to personal preferences and online behavior. These types of enrichments depend on consumer data models that analyze individual-level interactions and external consumer datasets.

Conversely, firmographic enrichment, such as industry classification or company size, is more relevant and available for business accounts. This enrichment leverages business-related datasets to provide additional insights into accounts rather than individual consumers. This distinction is vital for companies operating in the B2B space because their marketing and engagement strategies often rely on understanding the companies they work with rather than just individual contacts.

Option A is incorrect because the out-of-the-box product recommendation model is currently optimized for individual customers, and does not fully support business accounts natively in the same way. Therefore, relying on it for B2B scenarios would not yield the desired results without heavy customization.

Option B is misleading because data ingestion capabilities are largely consistent between B2B and B2C scenarios. The system allows ingestion from a wide variety of sources for both account and contact data, and the distinction lies more in how the data is modeled and unified, not in the ingestion process itself.

Option D is technically true in the sense that a single environment can support both business and individual customer profiles, but it does not address the nuance of feature support and enrichment differences. It is too general to be considered the most correct answer in this context.

Thus, the key distinction lies in the types of enrichment available for each scenario, making option C the best and most accurate choice.

Question No 3:

You are a Customer Data Platform Specialist. Your company's chief marketing officer (CMO) learns about Dynamics 365 Customer Insights engagement insights capability. Your CMO wants to understand how engagement insights can be used to enhance audience insights.

Which two statements describe the benefits of engagement insights? Each correct answer presents part of the solution.

NOTE: Each correct selection is worth one point.

A. It allows you to collect, measure, and understand customer behavior on your website.
B. It allows you to create new customer profiles within engagement insights that can be exported to audience insights.
C. It allows you to send new customer leads directly to a marketing automation platform.
D. It allows you to link audience insights and engagement insights environments to enable bidirectional data flow.

Correct answers:  A, D

Explanation:

Engagement insights in Dynamics 365 Customer Insights serve as a powerful tool for capturing and analyzing customer interaction data, especially on digital channels such as websites and mobile apps. When paired with audience insights, which focuses on unifying and enriching customer data into profiles from various sources, engagement insights provide a deeper behavioral layer that enhances the overall customer understanding.

Option A is correct because one of the core functionalities of engagement insights is to collect, measure, and understand customer behavior on your website or app. This includes tracking interactions such as page views, clicks, and navigation patterns. These insights help the marketing team understand how customers engage with digital content and where they may drop off in the customer journey. This behavioral data complements audience insights by adding rich engagement metrics that help refine segments, personalize communication, and improve marketing effectiveness.

Option D is also correct. Engagement insights can be linked with audience insights environments to create a unified view of the customer. While not all data flows bidirectionally, there is integration that allows data from engagement insights—such as session events and user interactions—to enhance existing unified profiles in audience insights. This linkage enables marketers to use real-time behavior data alongside static customer attributes for segmentation, prediction, and personalization purposes.

Option B is incorrect because engagement insights do not create new customer profiles independently. Instead, they contribute behavioral data that can be used to enrich existing customer profiles in audience insights. Profiles are generally managed and unified within the audience insights component of Dynamics 365 Customer Insights.

Option C is also incorrect. Engagement insights are not designed to send customer leads directly to a marketing automation platform. That function would typically be handled through integration with tools like Dynamics 365 Marketing, which can act on unified customer profiles or segments—but the engagement insights component itself does not directly push leads.

In summary, A and D are correct because they accurately describe how engagement insights work with and enhance audience insights—through the collection of behavioral data and integration for a more complete customer view.

Question No 4:

Some members from the IT department want to learn more about using Microsoft Azure Synapse Analytics to analyze Microsoft Dynamics 365 Customer Insights data. The IT department needs to understand the key considerations when analyzing Dynamics 365 Customer Insights data using Azure Synapse Analytics. 

Which three key points should the IT department consider? Each correct answer presents a complete solution.

A. Data sources based on a Common Data Model folder are supported when configuring an export to Azure Synapse Analytics.
B. Administrator role access in Dynamics 365 Customer Insights is required to set up the connection between Dynamics 365 Customer Insights and Azure Synapse Analytics.
C. Scheduled refreshes prevent the update of any existing configured Azure Synapse connection.
D. Data can be exported to Azure Synapse Analytics on demand, or every time there is a scheduled refresh.
E. Dynamics 365 Customer Insights data can be ingested and used in Azure Synapse.

Correct answers: A, B, D

Explanation:

When analyzing Dynamics 365 Customer Insights data using Azure Synapse Analytics, the IT department must understand how the integration between these platforms works, particularly regarding data export and accessibility. Azure Synapse provides advanced analytical capabilities, and Dynamics 365 Customer Insights offers rich customer profile data that can be exported and analyzed for better insights. Below is a detailed explanation of each option:

A. This is correct. Dynamics 365 Customer Insights allows exporting data using the Common Data Model (CDM) format, which is supported in Azure Synapse Analytics. When you configure an export from Customer Insights to Synapse, you can use the CDM folder format, making it easier to manage and interpret data within Synapse using tools that understand this structure.

B. This is correct. To configure a connection between Dynamics 365 Customer Insights and Azure Synapse Analytics, the user must have administrator-level permissions. This ensures that the person setting up the data export has sufficient privileges to manage resources, authenticate access, and establish secure integration with Azure services.

C. This is incorrect. Scheduled refreshes do not prevent updating the existing Azure Synapse Analytics connection. In fact, scheduled refreshes are a supported feature to regularly export updated data to Synapse. Connections can still be managed, modified, or updated as necessary, even if there are scheduled refreshes in place.

D. This is correct. Dynamics 365 Customer Insights supports two primary ways to export data to Azure Synapse Analytics: on-demand exports, which occur when manually triggered, and scheduled exports, which automate the process at predefined intervals. This flexibility ensures that analytics in Synapse can be based on real-time needs or maintained through a consistent data update strategy.

E. This is misleading. While it's true that Dynamics 365 Customer Insights data can be used within Azure Synapse Analytics once exported, this option is not specific or complete enough to qualify as a key consideration. It states an outcome, not a technical or procedural consideration that the IT team needs to evaluate during setup or planning.

To summarize, when planning to analyze Dynamics 365 Customer Insights data with Azure Synapse, the IT department should focus on ensuring that the correct data formats (like CDM) are used (A), that administrative permissions are in place for connection setup (B), and that the data export process accommodates both scheduled and on-demand refreshes (D). These considerations are essential for a successful and secure integration between the two systems.

Question No 5:

A company operates mainly in the business-to-business (B2B) space. You are implementing Microsoft Dynamics 365 Customer Insights.You need to ensure that Dynamics 365 Customer Insights can handle the company's B2B scenarios and data.

What should you take into consideration when setting up business accounts versus individual consumers?

A. Rolling up sub accounts is not supported when creating measures for business accounts.
B. Some enrichment types are available only for individual customer scenarios, while others are exclusively available for business accounts.
C. Data unification for business accounts includes a step that automatically attempts to configure an account hierarchy.
D. Data ingestion features are different for business accounts and individual customers.

Correct answers: B

Explanation:

Microsoft Dynamics 365 Customer Insights supports both business-to-consumer (B2C) and business-to-business (B2B) scenarios, but there are some important differences in how data is structured and enriched between the two. One of the key considerations when implementing the platform in a B2B setting is understanding how the system treats enrichment options and capabilities, which vary depending on whether the data relates to individuals (consumers) or business accounts.

Option B is correct because some enrichment features in Dynamics 365 Customer Insights are specifically designed for individual customer records, such as demographics or interest-based enrichments, which pull from consumer datasets. Other enrichments, such as company firmographics or industry classifications, are tailored for business accounts. This division means that not all enrichments apply universally; the type of customer (individual vs. business) determines which enrichment capabilities are available and applicable.

Let’s review the incorrect options:

• A. Rolling up sub accounts is not supported when creating measures for business accounts:
  This is incorrect. Dynamics 365 Customer Insights supports hierarchical structures and allows aggregation of data across sub-accounts when setting up measures for business customers. For example, if a parent account has several child (sub) accounts, you can configure measures that roll up data across those entities.

• C. Data unification for business accounts includes a step that automatically attempts to configure an account hierarchy:
  This is incorrect. While Customer Insights allows you to define hierarchies through relationships between entities (e.g., parent-child relationships in account data), it does not automatically configure account hierarchies during the unification step. Hierarchies must be explicitly defined by the user through the data modeling process.

• D. Data ingestion features are different for business accounts and individual customers:
  This is not true. The data ingestion process in Dynamics 365 Customer Insights is consistent regardless of the type of customer entity. Whether ingesting business account data or individual customer data, the same ingestion features and processes are used. The differences lie in how the data is modeled, unified, and enriched—not in how it is ingested.

In summary, when implementing Customer Insights for a B2B scenario, it’s important to recognize that enrichment features differ between individual and business data, which is why option B is the best and most accurate answer.

Question No 6:

You work for a company that sells pet accessories. Your company sends personalized emails based on the customer’s country and level of interest in cats and dogs. You configure a Microsoft interests enrichment that has “dogs” and “cats” as selected interests. Your company's marketing team needs to know how to create a segment of customers in different countries who are more interested in dogs than cats. You need to recommend the measure that the marketing team should use to build the segment.

Which output from the interests enrichment should you recommend?

A. Interest affinity score
B. Interest share of voice score
C. Interest share of voice country demographic segment
D. Interest affinity level

Correct answers: A

Explanation: 

When using Microsoft interests enrichment, interest affinity score is the most appropriate output to determine the degree of a customer's interest in a specific topic compared to other interests. This score provides a quantitative measurement of how strongly a customer is interested in a topic such as “dogs” or “cats.”

In the scenario described, the marketing team wants to segment customers who are more interested in dogs than cats, and they also want to factor in geographic differences. To do this accurately, they need a direct comparison between a customer’s interest levels in two specific categories—in this case, dogs vs. cats.

The interest affinity score allows you to do exactly that by assigning a score to each customer based on how strongly they are associated with a given interest. The marketing team can then compare each customer’s interest affinity score for dogs against their score for cats, and segment customers who have a higher dog score. This method enables precise and personalized segmentation.

The other options are not as appropriate:

• B, interest share of voice score, typically refers to how much attention a topic receives in media or social channels, not individual user preference.

• C, interest share of voice country demographic segment, is more useful for analyzing group-level trends across countries, but it does not help in comparing individual interests.

• D, interest affinity level, is a categorical representation (e.g., low, medium, high), which lacks the granularity needed to directly compare interests between categories on a user-by-user basis.

Therefore, A is the best choice, as it provides a detailed, numeric measure of interest that allows for individualized comparisons between two categories, enabling the marketing team to effectively build the desired segment.

Question No 7:

Online orders are ingested into Microsoft Dynamics 365 Customer Insights through real-time data ingestion. Departments like customer service can see the orders directly in the Dynamics 365 Customer Insights timeline when it is added to the contact form in Dynamics 365. A service representative notices an error with the total order amount that is measured in Dynamics 365 Customer Insights. While today’s online orders are visible in the timeline, the amount fails to update. 

The representative needs you to explain why this is happening. What reason should you provide?

A. Real-time ingested data has been ignored through a filter when defining the measurement
B. Real-time ingested data only has limited information and may include attributes like order value
C. Real-time ingested data first needs to be refreshed before the measures are updated
D. Real-time ingested activities show up in the timeline but are excluded from measure calculations

Correct answers: D

Explanation:

Microsoft Dynamics 365 Customer Insights supports two types of data ingestion: batch ingestion and real-time ingestion. Real-time ingestion allows data to be displayed immediately within the system, such as in the customer timeline, enabling rapid visibility for customer service and sales teams. However, there is an important distinction between data visibility and its inclusion in calculations like measures or KPIs.

Real-time ingested activities—like today's online orders—do appear in the customer timeline, as described in the scenario. This feature allows customer-facing personnel to have a real-time view of the customer's recent actions. However, these real-time activities are not immediately included in the backend measure calculations, which rely on data processed through scheduled refresh cycles. Measures in Customer Insights are typically calculated based on pre-processed or batch data models, which incorporate validated, enriched, and mapped information for accurate aggregations and analytics.

• A. Real-time ingested data has been ignored through a filter when defining the measurement: This could potentially happen, but the scenario doesn’t indicate any custom filtering. It's not the most accurate explanation for why new data isn’t reflected.

• B. Real-time ingested data only has limited information and may include attributes like order value: While real-time data may be limited in some contexts, the issue here is not missing attributes but rather why the order amount isn't reflected in the measures.

• C. Real-time ingested data first needs to be refreshed before the measures are updated: This answer is close but doesn’t directly explain the actual platform behavior. Real-time data doesn't go through the same refresh and calculation processes as batch data immediately, which is why it isn’t reflected in the measures right away.

• D. Real-time ingested activities show up in the timeline but are excluded from measure calculations: This is the correct explanation. It accurately describes the platform's behavior—real-time events are visible in the timeline for immediate awareness but are excluded from measure calculations until they are processed through scheduled data refreshes and aggregations.

Thus, the reason the total order amount is not updating in the measure, even though today’s orders are visible in the timeline, is because real-time ingested data is excluded from measure calculations until it is processed properly through the data unification and refresh pipeline. Therefore, the correct answer is D.

Question No 8:

A company operates mainly in the business-to-business (B2B) space. You are implementing Microsoft Dynamics 365 Customer Insights. You need to ensure that Dynamics 365 Customer Insights can handle the company’s B2B scenarios and data. 

What should you take into consideration when setting up business accounts versus individual consumers?

A. The out-of-the-box product recommendation prediction model is available for business accounts.
B. Some enrichment types are available only for individual customer scenarios, while others are exclusively available for business accounts.
C. Account hierarchies can only be used with segments and measures.
D. Business accounts and individual consumers share the same Dynamics 365 Customer Insights environment.

Correct answers: B

Explanation:

When implementing Microsoft Dynamics 365 Customer Insights in a business-to-business (B2B) context, it's essential to understand how the platform distinguishes between and supports individual consumers and business accounts. Customer Insights supports two types of customer profiles: individuals and organizations (also referred to as business accounts). Each type supports specific features and data enrichment capabilities, and not all functionalities are shared or equally available across both types.

Option A is incorrect because the out-of-the-box product recommendation prediction model in Customer Insights is designed primarily for individual consumer scenarios, based on behavioral data such as past purchases or interactions. This model typically requires rich interaction histories and behavioral signals that are more common in B2C environments than in B2B. As such, it is not natively optimized for business accounts.

Option C is incorrect because account hierarchies in Customer Insights can be used in more ways than just with segments and measures. They are especially valuable in B2B scenarios for understanding organizational structures—such as parent-child relationships among companies—and these hierarchies can influence insights, aggregations, and personalization strategies, not just segmentation and measurement.

Option D is a partially true statement but not the best answer to the question. It is true that both business accounts and individual consumers can exist within the same Customer Insights environment, but this fact doesn’t directly address what should be taken into consideration when deciding between business and individual account setups. It’s more of a deployment detail than a functional consideration.

Option B is correct because certain enrichment capabilities are tailored to either individual or business profiles. For example, firmographic enrichment (like industry, revenue, and size) is applicable to business accounts, while demographic enrichment (like age, income, and gender) applies only to individual consumers. Additionally, other enrichment features—such as location and brand affinity—may differ in availability depending on the customer type. This distinction is important when setting up Customer Insights in a B2B scenario, as it affects what kinds of intelligence and profile data you can append to your customer records. Thus, understanding the limits and capabilities of enrichment types based on customer type is a critical planning consideration.

Therefore, the correct answer is B.