Microsoft MB-220 Microsoft Dynamics 365 for Marketing Online Training

Topic 1, Case study ProseWare inc

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

ProseWare, Inc.’s marketing departments are split into these business units:

The three geographical business units have business unit-level data access.

✑ The Marketing Oversight and Marketing Administration business units have organizational-level data access.

✑ The Licensing business unit has user-level data access.

General working hours for ProseWare, Inc. is 9am to 6pm, Monday through Friday, local time for each office.

You are a Marketing Professional at ProseWare, Inc., Ltd. for the Dynamics 365 Marketing system.

✑ Part of your role is to function as one of the Marketing Administrators, specializing in compliance and adherence to company brand standards.

✑ You will approve marketing content before it is made publicly available.

Overview. Users

Each Business Unit has multiple Marketing Professionals, responsible for creating Customer Journeys and using Customer Insights for reporting. After content is approved, they are responsible for going live.

Marketing Strategists create and edit lead scoring models, marketing segments and Surveys.

Marketing Designers will focus on creating Marketing Pages and Emails as well as adding photos and tags to ProseWare, Inc.’s marketing library.

✑ Each Business Unit has a Marketing Administrator responsible for approval of content, subscription adherence and investigation of blocked emails and stopped Contacts.

These Users are in a Team called “BU Admin” and have Parent-level data access.

Marketing Administration includes several areas of responsibility.

All of the staff in this Business Unit perform the following tasks:

✑ Audit subscriptions to ensure each business unit stays within the limits set by ProseWare, Inc. and the subscription itself.

✑ Audit all marketing messaging to ensure adherence to ProseWare, Inc.’s brand standards.

✑ Monitor marketing pages to ensure content is kept current.

✑ Investigate any blocked emails and fix any issues found, if possible.

✑ Continue to adjust settings as necessary within the system.

Marketing Oversight is responsible for ensuring compliance with privacy practices and laws, including GDPR Privacy administration. They are also involved in the content approval process.

Some Users will have additional privileges such as:

✑ LinkedIn integration administration

✑ Litmus Inbox Preview

✑ GDPR Privacy administration

Overview. Compliance

As ProseWare, Inc. Marketing Designers create a digital marketing library. Marketing Administration is 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 (Burgundy

and Cream), have properly formatted sentence structure, and follow generally accepted

grammar rules.

Content includes:

✑ Landing Pages

✑ Subscription Centers

✑ Forward to a Friend

✑ Voice of the Customer

✑ Event management

✑ Embedded Forms

All Marketing Pages with more than 2,500 views monthly must be reviewed quarterly to ensure content is updated and meets brand standards.

Existing environment. Dynamics 365 Marketing

ProseWare, Inc.’s system has been in use for just one year.

✑ Marketing Contacts were recently purged to remove all those whose lead score was less than 50.

✑ All marketing content in ProseWare, Inc.’s extensive library was recently audited to ensure compliance with all of ProseWare, Inc.’s guidelines.

✑ This system does not include any custom development.

✑ Optimization has been performed to maximize functionality for the type of marketing information ProseWare, Inc. wishes to send out, and the results they wish to analyze.

✑ All of this work has been completed using client-side configuration tools.

Existing environment. Approval processes

Approval processes are in place to ensure adherence to brand standards and compliance with all relevant laws.

✑ Each Business Unit’s Marketing Administrator approves all marketing content except Customer Journeys.

✑ Marketing Oversight gives approval for Customer Journeys.

✑ Approval processes are enabled for Marketing Emails, Marketing Pages, Events and Surveys.

Existing environment. Licensing and subscriptions

ProseWare, Inc. has a total of 10 Dynamics 365 for Marketing licenses for each of the three geographic Business Units, one of which is the Administrator license. All other business units have 5 licenses each.

Each Business Unit has a subscription that includes a quota of 25,000 contacts; 2,500,000 Marketing email messages. Monthly reporting ensures each business unit stays within this limit.

Each Marketing Administrator has a Litmus Inbox Preview account with 1,000 views per year.

Existing environment. Add-ins

ProseWare, Inc. staff will utilize LinkedIn extensively for their marketing efforts. Marketing Administration will configure the LinkedIn integration and assure all relevant marketing messages meet the requirements necessary to market to LinkedIn Leads.

✑ Click-throughs on LinkedIn messages will generate an addition of 100 lead score points.

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

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

✑ This must be perpetually available.

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

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

International 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.

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

✑ For the GDPR privacy requirements for European recipients, ProseWare, Inc. provides perpetual access to navigation sites that enable them to manage the permissions that govern ProseWare, Inc.’s permission to contact them.

✑ Marketing Oversight is responsible for ensuring these sites are being visited as frequently as expected.

Requirements. Creating marketing content

Activity templates will be used to provide follow-up with marketing Contacts as appropriate. When testing with A/B emails, one test email must include a picture/graphic change, and the other test email will include a Subject change.

As digital content templates are developed, Marketing Administration will be responsible for ensuring each one complies with ProseWare, Inc.’s brand standards.

ProseWare, Inc. specifically wishes to avoid known issues with specific email clients.

Several social media accounts have been configured and authenticated.

✑ All postings are to be made Public, the widest visibility.

✑ Existing and prospective leads who click these messages will generate 100 lead scoring points.

All marketing materials that are made publicly available through ProseWare, Inc. must meet privacy requirements.

Requirements. Sending marketing content

✑ A custom entity called “Differentiator” is used as a reference for every contact. All segments need to include sorting by this entity.

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

✑ ProseWare, Inc. requires controls on all Customer Journeys that will send emails at times when recipients are most likely to open them.

✑ Marketing emails will be sent out as A/B to 10% of the recipients each, then wait 36 hours to send the remainder.

✑ Customer Journeys must include the ability to capture contact info for anyone who isn’t already in the database.

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

✑ Any bounced emails or unsubscribes will immediately be marked as such and no longer used.

Requirements. Lead scoring

Lead scoring will be based on the following:

✑ Interaction with website content

✑ Previous Event registration (1 point per event registration)

✑ Demographic details

✑ Leads with a score of 200 or more should be flagged as sales ready.

Requirements. Events

Unless instructed otherwise, all events will use these default settings:

Marketing: A website will be created. All LinkedIn messages will be scheduled to post during the business day.

Registration: Require an email. Create waitlist once max capacity is reached. Past attendees get $20 off registration price. Any Lead who registers gets 150 points per event added to their lead score.

Registration Confirmation Email: Include info about the selected Track and all its classes.

Include webinar link.

Format: Include webinar option, even for in-person sessions.

Tracks: Include at least 2, and have registrants select one.

Sessions: Length is 1.5 hours.

Website: Post all public information, including tracks, classes, speakers, schedule, webinar links.

Speakers: Will be paid and receive free lodging and meals. Allowed to bring 1 additional person at no charge.

Hotel: When one is required, reserve a block of rooms. Attendees must register through the event to get a special rate.

Sponsors: Get mentions on the website, at the Keynote speech, and at the beginning of each day.

Event Follow-Up Survey: Send via email one week after the event.

Analysis and reporting

Analysis and reporting is necessary for the following elements:

✑ lead scoring models – to ensure optimal usage/results.

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

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

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

✑ incomplete journeys – 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.

Every Customer Journey should be analyzed while running to evaluate any Contacts that are stopped.

Contacts are sometimes stopped in the middle of a Customer Journey because ProseWare, Inc. reached the email send quota for that month. These blocked Contacts should be added to a new segment and retried the first of the following month.

The Privacy Policy must be reviewed quarterly to ensure accuracy and compliance with applicable laws.

For A/B email testing, there will always be two test emails created to maximize analysis.

Planned changes

As new Users are hired, Marketing Oversight is responsible for 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.

ProseWare, Inc. is considering adding a new Business Unit for the South American continent.

Marketing Oversight is responsible for researching all applicable laws and modifying ProseWare, Inc.’s brand standards appropriately.

Marketing Professionals wish to create custom analytics with Power BI.

This requires:

✑ Azure Blob Storage set up.

✑ Giving some of your users adequate permissions to use the information stored there.

In order to follow recommended guidelines, you will need to synchronize only those entities that are necessary to meet ProseWare’s business objectives.

In addition to the typical entities synced automatically (contact, accounts, events, interactions, etc), which two additional entities will ProseWare need to enable for synchronization? Each answer represents a partial solution.

Reveal Solution Hide Solution

The time is currently 6:30pm on Monday night. You have been tasked with creating and sending a LinkedIn post on the company’s account advertising an event.

Following ProseWare’s standards, which two options will you choose when preparing this message? Each answer represents a partial solution.

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Which two statements must be true in order for a User to approve marketing content? Each answer presents part of the solution.

Reveal Solution Hide Solution

Based on ProseWare’s licenses and subscriptions, which two items are within allowed limits? Each answer represents a complete solution.

Reveal Solution Hide Solution

DRAG DROP

Using the information in the Case Study, indicate which of the Leads below have enough points to be flagged as Sales Ready.

To answer, drag the Assessment to the appropriate Lead. Each Assessment 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:

Graphical user interface, text, application, email

Description automatically generated

DRAG DROP

Using the Case Study information, indicate which Staff is responsible for performing each of the Activities listed below.

To answer, drag the Staff to the appropriate Activity. Each Staff 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:

Graphical user interface, text, application

Description automatically generated

Each Business Unit has multiple Marketing Professionals, responsible for creating Customer Journeys and using Customer Insights for reporting. After content is approved, they are responsible for going live.

Each Business Unit has a Marketing Administrator responsible for approval of content, subscription adherence and investigation of blocked emails and stopped Contacts. Marketing Administration is responsible for ensuring each marketing page is used appropriately and contains the required field values. Analyzing page performance will be a key element.

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.

Reveal Solution Hide Solution

Correct Answer:

Explanation:

Graphical user interface, text, application, email

Description automatically generated

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.

Reveal Solution Hide Solution

Correct Answer:

Explanation:

Graphical user interface, text, application, email

Description automatically generated

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.

Reveal Solution Hide Solution

Correct Answer:

Explanation:

Graphical user interface, text, application, email

Description automatically generated

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.

Reveal Solution Hide Solution

Correct Answer:

Explanation:

Graphical user interface, text, application, email

Description automatically generated

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.

Reveal Solution Hide Solution

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.

Reveal Solution Hide Solution

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.

Reveal Solution Hide Solution

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?

Reveal Solution Hide Solution

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.

Reveal Solution Hide Solution

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?

Reveal Solution Hide Solution

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.

Reveal Solution Hide Solution

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.

Reveal Solution Hide Solution

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

Reveal Solution Hide Solution

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:

Graphical user interface, text, application, email

Description automatically generated

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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Topic 4, Misc. Questions

You are a Dynamics 365 Marketing functional consultant.

Marketing pages must conform to corporate branding standards. You need to ensure they all use the same style sheet.

How can you add the style sheet?

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You are the administrator for your company’s Dynamics 365 for Marketing application. You are responsible for ensuring that the current constraints of your subscription are not exceeded.

You want to establish monitoring for the critical components that drive additional subscription costs.

Which three subscription limits can you monitor at Settings > Advanced Settings > Others > Quota Limits? Each correct answer presents a complete solution. NOTE: Each correct selection is worth one point. (Choose three.)

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You are a Dynamics 365 Marketing functional consultant.

The marketing department wants to see customer journeys, appointments, and events in a single calendar, rather than as a list.

What should be enabled and configured to achieve this goal?

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You have been tasked with creating the structure necessary to include dynamic content in email messages.

Which three types of items can be placed in a message as dynamic values? Each correct answer presents a complete solution. NOTE: Each correct selection is worth one point. (Choose three.)

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DRAG DROP

You are a marketing professional.

You need to create a subscription center marketing page that will include a subscription list you have already created. The marketing page will be reviewed by a colleague.

Which three actions should you perform in sequence, to create a Subscription center form? 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:

DRAG DROP

The VP of Marketing has been assigned to create you a new lead scoring model for Contoso, Ltd. based on recently-adopted marketing targets.

Which five steps in sequence are required to design and set up your lead scoring model in Dynamics 365? To answer, move the appropriate actions to the answer area and arrange them in the correct order. (Choose five.)

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Correct Answer:

Explanation:

References: https://docs.microsoft.com/en-gb/dynamics365/customer-engagement/marketing/score-manage-leads

You are a marketing professional for Contoso, Ltd.

You want to create a marketing page that will utilize standardized content that can be used across emails, pages and forms. You elect to use the content block for this.

Which two elements are available to you when creating a content block? Each correct answer presents a complete solution. NOTE: Each correct selection is worth one point. (Choose two.)

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As a marketing automation consultant, you are creating a Customer Journey for a Marketing Event.

You would like to send an email inviting VIP customers to register. For customers who do not register you want to send a follow-up email one (1) week later reminding them to register.

Which four tiles are required to assemble this Journey? Each correct answer presents part of the solution.

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You are a marketer with Contoso. You are preparing an email message that will be attached to a journey for contacts that live in Washington State and have recently looked at your product page for lawn furniture.

While going live with the message, you receive a warning that the message is too large.

Which action can you take to remove the warning?

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DRAG DROP

You are a Dynamics 365 Marketing functional consultant.

You need to configure Dynamics 365 Marketing for lead scoring.

Which configuration settings will allow you to accomplish the desired results? To answer, drag the appropriate configuration setting to the correct desired result. Each configuration setting 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

Description automatically generated

DRAG DROP

You are responsible for all outgoing marketing emails at Contoso, Ltd.

You are tasked with the best practices aimed at increasing delivery and interaction rates.

Which question is answered by the email insight statistic listed? To answer, drag the email statistic to the question answered by that statistic. Each statistic may be used one, more than once or not at all. You may need to drag the split bar between panes or scroll to view the content. NOTE: Each correct selection is worth one point.

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Correct Answer:

Your marketing department needs to create a Customer Journey for female wine enthusiasts over 40 years-old who live in Europe.

How should you define who receives this Customer Journey?

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DRAG DROP

You are a marketing professional who needs to have a segment that is based on a single marketing list.

Which five actions must you 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.

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Correct Answer:

Explanation:

References: https://docs.microsoft.com/en-gb/dynamics365/customer-engagement/marketing/create-simple-customer-journey

As a marketing operations lead, you have recently been hired to manage a team using Dynamics 365 Marketing.

The team sends subscription-based newsletters on a regular basis, and they have set up a subscription center in Dynamics 365 Marketing. They now need to create links in each newsletter to the subscription center, so that customers can manage their communication settings.

How should you instruct the team to ensure links to the subscription center appear in their newsletters?

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You are a Dynamics 365 functional consultant for Contoso Ltd. Because of recent policy changes, the marketing team needs to update the privacy policy banner text and URL.

What should you configure to implement these updates?

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DRAG DROP

Your marketing department has provided you with the information you need to create a dynamic market segment.

Which tool should you use for each type of design? To answer, drag the appropriate tool to the correct type of design. Each tool 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 the content. NOTE: Each correct selection is worth one point.

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Correct Answer:

Explanation:

References: https://docs.microsoft.com/en-gb/dynamics365/customer-engagement/marketing/create-segment

DRAG DROP

You are a marketing administrator who is training a new marketer.

As you are training the new recruit on creating marketing forms, a validation error appears because a required design element type is missing.

Which design element type is required for Landing Pages and Forward to a Friend Pages? To answer, drag the design element type to the appropriate page. Each form option 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 the content. NOTE: Each correct selection is worth one point.

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Correct Answer:

DRAG DROP

You are a marketing professional.

You need to create a marketing form that will include a subscription list you have already created. The marketing form will be finalized by a colleague.

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

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Correct Answer:

Explanation:

References: https://docs.microsoft.com/en-gb/dynamics365/customer-engagement/marketing/set-up-subscription-center#add-a-subscription-list-to-a-subscription-form

DRAG DROP

You are a marketing administrator.

You need to edit a web page that contains a form used for holiday offers. The page and form are visible to the outside world.

Which five steps, in order, are needed to complete your task? (Choose five.) 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:

DRAG DROP

You are building a marketing email for your employer. Before you send the email, there are a number of things you must include in order to pass the Dynamics 365 Marketing error checker.

Which of these items are required and which are simply best practices? To answer, drag the appropriate answer source to the correct email element. Each answer may be used once, or more than once. 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, application

Description automatically generated

DRAG DROP

You are a functional consultant. You need to edit a live web page that contains a form used for holiday offers. The page, and form, are visible to the outside world.

Which five steps, in sequence, are needed to complete your task? 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:

Note: This question is part of a series of questions that present the same scenario .

Which question in the series contains a unique solution that might meet the stated goals. Some question sets might have more than one correct solution, while others might not have a correct solution.

After you answer a question in this section, you will NOT be able to return to it. As a result, these questions will not appear in the review screen.

Your marketing team is asking you questions about how marketing emails can be used for the campaigns they wish to launch.

You need to explain how these types of messages differ from the person-to-person messaging they already use in order to correctly help your marketing team to understand the difference between Traditional Emails and Marketing Emails.

Solution: You tell the team that Traditional Emails are hosted on the Dynamics 365 server.

Does this meet the goal?

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You are a Dynamics 365 Marketing functional consultant.

Your company wants to:

✑ control access to Marketing features that could incur extra costs, and

✑ make sure no extra costs are being incurred by exceeding existing Marketing subscription limits.

Which three steps should you take? Each correct answer presents part of the solution.

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Note: This question is part of a series of questions that present the same scenario .

Which question in the series contains a unique solution that might meet the stated goals. Some question sets might have more than one correct solution, while others might not have a correct solution.

After you answer a question in this section, you will NOT be able to return to it. As a result, these questions will not appear in the review screen.

You have created a lead scoring model for a marketing effort. The lead scoring model has 3 grades: Cold, Warm and Hot.

After a week you notice that no one has received any scores from your model.

Solution: You click the Go Live button.

Does this resolve your issue?

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You are a marketing professional for AdventureWorks Cycles. You want to create a new subscription form with a new subscription list.

You have created the new subscription list, but must be able to see the subscription list selection in the designer toolbox.

When creating the new form, which form type must you select to meet the condition?

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DRAG DROP

You have been asked to create a customer journey that meets this goal: Send an email to all cat owners, then follow up with a text message to those contacts who opened the email, waiting one day between actions.

Which five actions should you perform, in sequence, to meet the requirements? (Choose five.) 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:

Note: In this section, you will see one or more sets of questions with the same scenario and problem. Each question presents a unique solution to the problem, and you must determine whether the solution meets the stated goals. More than one solution might solve the problem. It is also possible that none of the solutions solve the problem.

You are a Dynamics 365 functional consultant for Contoso Ltd. Contoso has multiple Facebook pages for products and services. Your marketing team has issued a help ticket stating that their Facebook Marketing posts have stopped working as of yesterday.

Solution: You reauthorize the Facebook social posting configuration to resolve the ticket.

Does this meet your goal?

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Your company decides to set up a Lead Scoring model. They would like to score leads based on a condition.

Which two conditions follow the Fixed Rule Category? Each correct answer presents a complete solution. NOTE: Each correct selection is worth one point.

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You are a marketer for Contoso Ltd. You are responsible for creating social media posts to debut a new webinar you are promoting. You just discovered that your post sent this morning has a typo.

You need to correct this right away.

What should you do to fix your post?

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You have a customer journey that sends an email, creates a phone call activity and sends a text message.

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

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You use Dynamics 365 for Marketing to obtain detailed analytical views to help you understand your impact and learn which marketing instruments work best for your audience.

You need to track response data regarding how your contacts react to your various marketing initiatives.

Which three sources of analytical data are available to you regarding your marketing initiatives? Each answer presents a complete solution. NOTE: Each correct selection is worth one point. (Choose three.)

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Your marketing department needs to create a simple Customer Journey, to send marketing emails to female wine enthusiasts, over 40 years old, who live in Europe.

How should you define who to include in this Customer Journey?

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Your landing page must include your privacy banner to let your customers know that you take their privacy seriously.

Once enabled, where will the full text of your privacy policy be stored?

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