Topic 3, Litware, inc.

Case study

Overview

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Overview. General overview

You are a functional consultant at Litware, Inc. for Dynamics 365 Marketing.

Your goals are to:

✑ Configure your environment to your company’s specific needs and usage, creating an environment that will allow the new Users to begin work creating Customer Journeys and other marketing efforts to countries in North America and Europe.

✑ Function as one of the marketing executives, specializing in compliance and adherence to company brand standards. Your role will include reviewing all marketing content before it is made publicly available.

General working hours for Litware, Inc. is 9AM to 6PM, Monday through Friday.

Overview. Users

The new marketing executives will immediately begin to create Customer Journeys and use Customer Insights for reporting.

There will be multiple Users in this role, and some will have additional privileges such as:

✑ LinkedIn integration administration

✑ Litmus Inbox Preview

✑ GDPR Privacy administration

Some of the marketing executives will focus on creating web content, while others will focus on creating Marketing Emails and putting together Customer Journeys.

As the functional consultant, you will focus on:

✑ assuring compliance with privacy practices

✑ auditing subscriptions

✑ ensuring all messaging adheres to your company’s brand standards

✑ continually adjusting settings as necessary within the system

✑ monitoring marketing pages to ensure content is current

✑ investigating any blocked email and fixing issues, if possible

Overview. Compliance

As the Litware marketing executives create a digital marketing library, you will be responsible for ensuring each marketing page is used appropriately and contains the required field values. Analyzing page performance will be a key element.

All marketing content must include the company logo, utilize the company colors (Green and Yellow), and have properly formatted sentence structure.

The following content must follow generally accepted grammar rules:

✑ Landing Pages

✑ Subscription Centers

✑ Forward to a Friend

✑ Voice of the Customer

✑ Event management

✑ Embedded Forms

All Marketing Pages with more than 5,000 views monthly must be reviewed quarterly to ensure content is updated and meets brand standards.

Existing environment. Dynamics 365 Marketing

This is a newly-installed system.

✑ No Users (other than you) have been added.

✑ There is no integration with any ERP system. An integration with LinkedIn and other social media sites must be configured.

✑ No custom configuration has been performed, and this will be within your area of responsibility.

✑ Your focus will be on ensuring your Dynamics 365 Marketing system is optimized for the type of marketing information Litware, Inc. needs to send out, and the results they want to analyze.

✑ You and others will be responsible for creating Content Blocks and Customer Journey Templates that meet brand and company standards, which will be used in multiple ways in all marketing efforts.

✑ All Lead Scoring Models will create new contacts in the database when the score is over 30.

Existing environment. Licensing

Litware, Inc. has a total of 10 Dynamics 365 Marketing licenses, one of which is the functional consultant license.

As the functional consultant of the account, you will be responsible for ensuring your company does not exceed the limits of your current subscriptions / licenses.

Litware, Inc. does not want to add any new licenses or purchase any more storage.

No Marketing Emails have been sent yet, and there are no Contacts in your Marketing database.

Several social media accounts have been configured and authenticated. All postings are to be made Public, for the widest visibility.

Existing environment. Add-ins

Litware, Inc. staff will utilize LinkedIn extensively for their marketing efforts.

It will be your responsibility to custom configure the LinkedIn integration, and to ensure all marketing messages meet the requirements necessary to market to LinkedIn Leads.

GDPR Privacy must be enacted on Customer Journeys for all recipients to comply with international laws, as Litware, Inc. has many contacts in Europe.

Each Contact in your database must be given clear directions as to how they can modify and disable the permissions they have given Litware, Inc, regarding contacting them.

This must be perpetually available.

Litware, Inc. wants to use artificial intelligence (AI) to maximize the effectiveness of all marketing efforts.

Your system has already been enabled to use the Smart Scheduler functionality.

Requirements. Planned changes

You will need to add several Users, who will then become members of your marketing team, including giving them accurate privileges and security related to their roles.

Each User must be given the freedom to accomplish their tasks, and yet not given permission to use tools outside their area of responsibility.

As the marketing executives at Litware, Inc. begin creating the digital content they will need for their customer journeys, you must ensure all the forms and web pages match company brand standards and best practices.

Litware, Inc. needs to implement controls on all Customer Journeys that will send emails at times when recipients are most likely to open them.

All Customer Journeys need to include the ability to capture contact info for anyone who is not already in your database.

Any Contact who fails to open 5 email messages should be marked as “Do not email.”

Requirements. Analysis and reporting

When the marketing executives begin to report on outcomes with Customer Insights, your job as the functional consultant will be to create custom analytics with Power BI. This will require you to set up Azure Blob Storage and give some of your users adequate permissions to use the information stored there.

Analysis and reporting is necessary for the following elements:

✑ lead scoring models C to ensure scores over 30 are creating new contacts.

✑ email insights C for unique opens and click-thru information.

✑ website insights C to determine the most popular web pages.

✑ marketing form interactions C to see which forms were submitted most frequently.

✑ incomplete journeys C to identify messages that can be improved.

All emails marked as blocked need to be analyzed and grouped as to the reason for the block.

A custom entity called Building Location is used as a reference for every contact. All

segments need to include sorting by this entity.

Every Customer Journey should be analyzed while running to evaluate any Contacts that are stopped. If the Contact stopped because Litware, Inc. reached the send quota for the month, the blocked Contacts should be added to a new segment and retried on the first of the following month.

Requirements. Compliance and access

The use of Power BI will require you to set up Azure Blob Storage and give some of your users adequate permissions to use the information stored there.

Activity templates will be used to provide follow-up with marketing Contacts as appropriate. You will be responsible for ensuring these are created in the system in a way that allows your Users to perform the tasks as assigned.

As digital content templates are developed, you will be responsible for ensuring each one complies with Litware, Inc.’s brand standards. In addition, you will need to be aware of known issues with specific email clients and avoid those problems.

All public content must comply with applicable national and international laws.

Segments must be dynamic in order to comply with GDPR regulations. Any bounced emails or unsubscribes will immediately be marked as such and no longer used.

Marketing Emails should be sent from an individual, to avoid spam filters that block generic email addresses.

Requirements. Technical requirements

✑ The current subscription includes a quota of 10,000 contacts; 100,000 Marketing email messages. You must ensure Litware, Inc. does not exceed these limits. You will need to report on your limits monthly to your manager.

✑ For the GDPR privacy requirements for European recipients, it is your responsibility to ensure perpetual access to navigation sites that enable them to manage the permissions that govern Litware, Inc.’s permission to contact them, and ensure these sites are being visited as frequently as expected.

✑ All marketing materials that are made publicly available through Litware, Inc. must meet privacy requirements. The Privacy Policy must be reviewed quarterly to ensure accuracy and compliance with applicable laws.

✑ Lead scoring will be based on the following:

Planned Event. Logistics

This conference will be a 3-day live event with attendees registering with their email address.

✑ Each attendee must indicate which track they wish to take. They are allowed to attend any class on that track during the event.

✑ Each track will have 3 classes per session, each lasting 1.5 hours.

✑ One staff member will be in each class to gather the names of all attendees.

✑ All event information will be posted on the event website:

✑ Once the maximum number of registrations has been received, a waitlist will be managed that will automatically register attendees as space becomes available.

Planned Event. Speakers

✑ Most speakers will be compensated, and all will receive complimentary lodging and meals at the host hotel.

✑ Some classes will require two smaller classrooms to be combined into one large room. Litware, Inc. staff will manage this process between sessions.

✑ Each speaker is allowed to bring 1 additional person at no charge. The speakers have been told to send this extra person’s information to Litware, Inc. staff so that the person can be automatically registered for the Track where the speaker is scheduled.

Planned Event. Attendees

✑ The host hotel has rooms available for attendees on a first-come, first-served basis. There are a total of 40 rooms available.

✑ In order to receive the conference room rate, they must register through the event’s marketing page.

✑ Attendees who have attended previous events will receive a discounted registration rate:

✑ Registrants were invited to this conference in response to contacting Litware, Inc. to start a Case with a complaint. Information about their Case will be used in email content.

✑ The venue can accommodate a maximum of 148 attendees.

Planned Event. Sponsors

✑ Each Track will have a sponsor who must be acknowledged at the beginning of each day, during the Keynote Speech and on the website.

✑ The conference is working with a new Sponsor, XL Company, to host the welcome tent.

✑ The conference has a returning Sponsor, Megram Corp, who is sponsoring all of the branded pens and notepads available for attendees.

✑ One Sponsor is ON24, who will be simulcasting the Management Track. They have performed this function previously and are well-versed in managing the event.

Planned Event. Communications

✑ Once a registration is received, the conference wants to send information to the registrant via email, giving them a detailed description of all the classes in their selected Track.

✑ Once a simulcast registration is received, the conference wants to send information to the registrant via email, giving them the link to the webinar and a detailed description of all the classes in that Track.

✑ One week after the end of the event, a survey must be sent out to each attendee, asking them about the event, the track they selected, and each individual class they attended. No survey will be sent to those who did not attend any classes.

✑ There will be multiple marketing messages posted on LinkedIn about this event. Litware, Inc.’s preference is that these are scheduled to post during the business day when possible.

To meet privacy and reporting standards, which three items does Litware require for segments? Each answer represents a complete solution.

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You are responsible for setting up all marketing pages, events, emails and customer journeys associated with the planned event.

How many events will you set up?

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The Planned Event currently has 146 registrations.

In order to meet all of Litware’s standards for registration, which two statements are true?

Each answer represents a complete solution.

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The time is currently 8pm on Thursday night. You have been tasked with creating and sending a LinkedIn post on the company’s account advertising the Planned Event.

Following Litware’s standards, which two options should you choose when preparing this message? Each answer represents a complete solution.

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DRAG DROP

You are responsible for information about the attendees and sponsors in your Dynamics 365 for Marketing system. Indicate which record type would hold each type of information listed below.

For each Record Type listed below, indicate the Type of Information stored there.

To answer, drag the Type of Info to the appropriate Record Type. Each item may be used once, more than once, or not at all. You may need to drag the split bar between panes or scroll to view content. NOTE: Each correct selection is worth one point.

Reveal Solution Hide Solution

Correct Answer:

Explanation:

Reference: https://docs.microsoft.com/en-us/dynamics365/marketing/manage-event-sponsorships

https://docs.microsoft.com/en-us/dynamics365/marketing/set-up-event-portal

Topic 4, Global and European Area Office

Overview

You are working at the non-profit foundation as one of the Microsoft Power Platform consultants in their Global and European Area Office in Amsterdam, the Netherlands.

The foundation’s vision is to "Engage in a digital habi-verse." Their idea is to reach out to the public, in particular the younger generation, by immersing animals and habitats in the digital metaverse.

Their goal is to connect and create awareness of actual non-digital wildlife. Headquartered in Amsterdam, the foundation has national offices all around the world. All the national offices are responsible for fundraising. as well as establishing a local donor, ambassador, and volunteer community. The foundation’s headquarters (HQ) supports the national offices with IT platforms and templates. HQ also provides services around finance, customer service, and marketing.

Funds are allocated to metaverse initiatives selected by HQ or donated to other supporting programs and causes.

Examples of recently supported programs:

• Funded an initiative from a fitness app to introduce animals to their in-app fitness challenges.

Runners could compare their times to different animals or do a ‘live" sprint or activity against them.

• Supported a Roblox gaming project where a wildlife sanctuary was digitally duplicated with actual animals being tracked, gamers can see their digital avatars move around the digital sanctuary in real – time, and make donations through the Robux digital currency.

The foundation relies on Microsoft technologies throughout their organization. The foundation uses Microsoft Cloud for Nonprofit, that is predominantly based on Microsoft Dynamics 365 and the Power Platform.

Although the foundation limits customizations and relies on standard functionality, there are some relevant configurations:

• Dynamics 365 is extended with the Microsoft Common Data Model for Nonprofits.

• Unless otherwise stated, no customizations have been made to forms or views.

• The foundation prefers to not create new workflows or additional automated processes.

• There is an integration with their finance solution. For this, many entities require a mandatary Cost Center allocation field. These entities include events, campaigns, and donor commitments.

• All countries/legion* and offices work within the same Dynamics 365 tenant and environment. To secure and segregate data, business unit hierarchies and security roles are configured.

The Dynamics 365 Marketing module is used for journey orchestration and engagement to send email, SMS. and push messages.

• Microsoft Power Pages is used for the foundation’s online volunteer and event portals.

• For SMS messaging, Twilit has been configured as a SMS provider in Dynamics 365 Marketing

• Business Process flows are used for events, campaigns, opportunities and leads. To ensure a good user experience, mandatory fields for creation should be part of the first process step.

• There are numerous processes automated through Power Automate.

For example:

* All new users are created as contacts,

* Submitted form information is copied and registered on master entities.

* Task activities can be created from real-time campaigns for employees

The foundation has set up a basic event template and configuration to support national initiatives. As part of the event process, each event uses individual segment based journeys for inviting audience’s Common actions such as registrations and check-ins use a single journey per default

Marketing trigger

The foundation’s newest initiative is to use outdoor music festivals to create awareness and attract new donors and volunteers. For these large complex events, the management and coordination of the events will initially be done by a dedicated HQ team.

The goal is to have a large presence in public spaces where people are engaged with examples of supported projects, compelling speaker sessions, and silent virtual reality (VR) disco. The music from the stages can be heard and experienced in a virtual, wildlife-packed rainforest. At the physical event location, visitors can use Microsoft Power Apps to donate and join the community.

You need to support the new event scrum team as a scrum developer The foundation recently completed its first pilot event at a large outdoor music festival in Amsterdam

Together with the team, you are reviewing the results as you prepare for the next festival in Buenos Aires, Brazil.

Set up and design principles for new events are as follows.

• Event management and engagement is conducted through the real-time marketing module in Dynamics 365 Marketing.

• Event locations have a public area, as well as several spaces for event sessions and the silent VR disco.

• To further promote the foundation and the event, VlPs are invited with the request to share and create social content. The invited VIPs are already linked ambassadors (constituents), but the foundation wants to expand their ambassador base through these events. VIPs will receive special event passes.

• The event team consists of the foundation’s employees, as well as volunteers. Their role is to facilitate the event, supply information, convert donations, and check people in during the sessions

• All national constituents of the event location are invited through an initial segment-based journey.

• The content of all touchpoints must be engaging and include its own branding. A creative agency supported the foundation with custom HTML designs for templates according to the Dynamics 365 Marketing design principles.

• Senior marketers want to be included in the invitation journeys, but segments that include them have yet to be created.

• Leads should be created from the event registrations.

• Post-event surveys are sent out to registered and checked-in constituents that gave permission during the registration.

During the Amsterdam event retrospective, the team received the following feedback:

• Content designers were unable to use the drag and drop editor of the imported emails.

• Senior marketeers did not receive event invitations.

• All registered contacts received a post-event experience survey invitation, even if they were not checked in at the event.

• Registered contacts received two different confirmation emails.

• When creating the event(s). the cost center field is mandatory, but difficult to find on the event form.

For the Buenos Aires event, the foundation decided to add some new design principles:

• To raise funds, a contribution will be charged for session packages and the silent VR disco.

• National ambassadors should receive a special SMS invitation to receive free VIP access to the sessions and silent VR disco.

• Event team members must be onboarded through a Dynamics 365 Marketing journey.

In preparing for the Buenos Aires event you need to resolve the issue the content design team had during the Amsterdam event.

What should you do?

Reveal Solution Hide Solution

You need to allow users to create an event.

What should you do?

Reveal Solution Hide Solution

You are reviewing the communication around event registrations.

You need to resolve the issue at the event in Amsterdam where registered contacts received two different confirmation emails

Which two actions must you perform? Each correct answer presents part of the solution. NOTE: Each correct selection is worth one point.

Reveal Solution Hide Solution

DRAG DROP

Preparations for the Buenos Aires event are now complete, and the event is in progress During the event, someone from the event team noticed a social media influencer is not yet a constituent of the foundation. Although the influencer is not an ambassador of the foundation, the team invites the influencer to be a VlP for the remainder of the event.

The event coordinator accesses Dynamics 365 Marketing to "promote" the influencer

Which three actions should the event coordinator perform in sequence? To answer, move the appropriate actions from the list of actions to the answer area and arrange them in the correct order.

Reveal Solution Hide Solution

Correct Answer:

DRAG DROP

You are working with the data marketeer of the team to define a post-survey segment You need to form the correct relationship path.

Which three tables should you select in sequence? To answer, move the appropriate tables from the list of tables to the answer area and arrange them in the correct order.

Reveal Solution Hide Solution

Correct Answer: