Topic 2, Case study Contoso

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 on 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. If the case study has an All Information tab, note that the information displayed is identical to the information displayed on the subsequent tabs. When you are ready to answer a question, click the Question button to return to the question.

About the Organization

Contoso, Ltd. is an award-winning IT and Business skills training provider. They provide online and on-site training across Europe, North America, and Japan. They have won several awards throughout their 20-year span in the training industry.

Contoso offers training in various topics and areas, such as Business Analyst, Digital Marketing, Oracle Apps, Microsoft Azure, Office 365, Dynamics 365 Stack, Foreign Languages, Cisco, et cetera.

Contoso has its main offices in North America, Europe and Japan. Their global headquarters are based in Redmond, Washington. Each regional office has its own sales and marketing teams, and perform focused Marketing Campaigns based on the operating region, in order to meet the local market demands. They use in-house developed applications to manage their marketing and sales efforts.

Until 2019, Contoso’s business was 70% on-site and 30% online, and their marketing efforts were in line with this model. Almost 35% of their total business revenue comes from three countries/regions in Europe: Denmark, Sweden, and Norway. As part of their 2021 business plan, Contoso changed their business strategy and moved the majority of their courses online. The goal is to have all courses fully online by the end of 2021. As part of this new business strategy, Contoso started using Dynamics 365 Marketing and Dynamics 365 Sales, and wants to move away from their existing in-house applications.

Office hours are from 9:00AM to 5:00PM every day of the week, except for holidays which have no work hours. These office hours apply to all offices, using their local time zones. Contoso also has a 24/7 support team Operating out of Redmond, USA, which handles all customer-related queries from all regions.

Existing Environment

Contoso’s existing environment consists of the following applications:

✑ Dynamics 365 Marketing

✑ Dynamics 365 Sales – 120 Users

✑ Custom Built Customer Service Portal

✑ A Call Center application for the 24/7 Support Team

✑ Custom build CRM Application for Lead and Sales Management

✑ Office 365

✑ SharePoint integrated with D365 Sales

✑ Dynamics 365 App for Outlook

✑ Microsoft Teams

The Marketing Team

Contoso, Ltd. has a Marketing team of 30 members throughout the organization. Chief Marketing Officer (Entire Organization)

1 – Vice President of Marketing (Entire Organization)

3 – Marketing Heads, one for each region (North America, Europe, and Japan)

6 – Marketing Managers, two for each region (North America, Europe, and Japan)

18 – Marketing Professionals (a team of three, reporting to each Marketing Manager)

1 – Dynamics 365 Marketing Functional Consultant

The Marketing Team handles the following activities:

✑ Customer Journeys

✑ Customer Segmentation

✑ Creating Email Templates

✑ Creating Marketing Pages, Forms etc.

✑ Event Management: Live Events and Webinars

✑ Region-specific Marketing content generation

✑ Customer Survey Management

✑ Social Media Management

You are a Dynamics 365 Marketing functional consultant at Contoso, Ltd. Your responsibilities include:

Managing customer journeys and fixing any issues.

Reviewing all marketing survey responses to measure customer satisfaction in real-time.

Capturing and analyzing customer and employee feedback.

Providing Contoso with all the required solutions and trainings with regards to using the Dynamics 365 Marketing application.

Building reports and dashboards, and presenting them to the Marketing department leadership using either the standard reports and dashboards, or using Power BI. Helping the marketing team in the localization of their customer journeys and surveys based on the region they are working in.

Requirements

Localization is the key

Contoso understands that localization is the key in some of the European markets such as Denmark, Sweden, and Norway.

Contoso wants to make sure that:

✑ the customer journeys and surveys are executed in the local languages of the above-mentioned countries/regions.

✑ the Marketing Heads and Marketing Managers are restricted to the information within their operating regions.

✑ for some of the courses and events, special focus is placed on the above three countries/regions. The marketing team should create content and email templates, and design customer journeys accordingly.

✑ reports and dashboards are built to give an overview of the region-specific marketing activities.

✑ there is also a global dashboard available to Management.

Other Critical Requirements

Contoso organizes a lot of pre-scheduled demo sessions, limited time offers on specific courses, et cetera. They want to make sure that outdated information is not delivered to their customers.

Additionally, Contoso wants to:

✑ identify the days and times when each contact is most likely to be actively reading their email, and deliver their messages accordingly.

✑ create customer journey templates which are region- and language-specific.

✑ create effective inbound customer journeys so that the customers are included in the right channel based on their interactions.

✑ create different activity templates that can be triggered based on the customer interaction and the region they belong to.

✑ have the ability include specific surveys as part of the customer journey.

✑ have the ability to create multi-lingual surveys where the customer can choose their preferred language.

✑ leverage some of the standard Power BI-based reports and dashboards to measure their marketing effectiveness and understand various performance metrics.

✑ enable the sales team to send out surveys with minimum effort and access surveys from their Sales app.

Challenges

These are some of the challenges Contoso is facing today. Contoso wants to address these as soon as possible.

Time zone difference between different regions is causing major issues for their global campaigns resulting in minimal response rates.

Localization efforts in the past have not yielded the desired results to Contoso, due the limitations in their execution.

Reports based on performance metrics of their campaigns always required manual inputs and a lot of Excel work.

Outbound and inbound customer journeys always required monitoring by a group of marketing team members. The team members needed to segregate the interactions based on the channels and then manually include them into the correct segments.

User adaptation, especially in the Sale team, is very low. Contoso wants to improve this by providing ease of navigation and avoid moving between different applications to access information.

DRAG DROP

You need to create a Global Customer Survey to capture the responses from your customers.

You need to make sure that Contoso’s focused customers have the option to choose their preferred language while responding. You also need to automate customer journey actions based on the Customer Survey Response data.

Which five actions should you perform in sequence to achieve your goal? To answer, move the appropriate actions from the list of actions to the answer area and arrange them in the correct order.

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Correct Answer:

Explanation:

Graphical user interface, text, application, email

Description automatically generated

Create a Power Automate flow to send a survey automatically every time a lead is qualified.

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You need to create a customer journey for the promotion of the upcoming webinar on Azure Services.

You are looking through the gallery of existing customer journey templates to select appropriate one.

Which four pieces of information will help you decide on the right template? Each answer presents a part of the solution.

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You need to create a customer journey for a global campaign related to the latest Contoso course offerings. All operating regions need to be covered.

Based on best practices, how many customer journeys and marketing emails do you need to create?

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You have created a customer journey to send an Event Registration Invite to the customers in Norway. You confirm that you selected the correct Marketing Email record with the Norwegian language, and that you are using the correct Segment while creating the customer journey.

As part of going Live with your customer journey, you select “Check for Errors” in the command bar.

Which three checks does this command perform? Each correct answer presents a complete solution.

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You have created a customer journey that does the following:

Sends an email regarding a country/region-specific promotional offer.

Creates a phone call activity and sends a text message to the contact.

Which set of actions should you take to activate your customer journey?

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Topic 3, Litware, inc.

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 on 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. If the case study has an All Information tab, note that the information displayed is identical to the information displayed on the subsequent tabs. When you are ready to answer a question, click the Question button to return to the question.

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.

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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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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To meet privacy and reporting standards, which three items does Litware require for segments? 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.

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Correct Answer:

Explanation:

Graphical user interface, text, application, email

Description automatically generated