Customer Insights - Journeys and Data
Marketing questions on MB-910 mostly ask you to pick the right product and the right building block. Know what each one is for.
Two products, two jobs
Dynamics 365 Marketing was renamed and split. The exam may still use the old name.
| Product | Purpose |
|---|---|
| Customer Insights - Journeys (formerly Dynamics 365 Marketing) | Plan and run campaigns, emails, events, and automated customer journeys |
| Customer Insights - Data (formerly Customer Insights) | Bring data from many sources together into unified customer profiles |
| Dynamics 365 Customer Voice | Create surveys and collect feedback |
If the scenario says “single view of the customer” or “data in silos”, think Customer Insights - Data. If it says “emails”, “campaign”, “event”, or “journey”, think Journeys.
Segments and journeys
A segment is a group of contacts or leads that share characteristics. It can be dynamic (membership is recalculated as data changes) or static (a fixed list). A customer journey is an automated flow of messages and actions that starts from a segment or a trigger, for example a welcome email followed by a reminder if the contact does not open it.
Journeys can send email, text messages and push notifications, and can create tasks for sales people. Lead scoring and sales-ready handoff to Dynamics 365 Sales are also part of the story.
Email design and testing
Emails are built in a drag-and-drop designer with reusable content blocks and templates. Use A/B testing to try two versions (subject line, content, send time) on part of the audience, then send the winner to the remainder.
Consent matters: contact points and consent records decide whether a person can be emailed. Features such as unsubscribe links and consent are supported, but regulatory compliance itself is not something the product guarantees for you.
Events
Event management supports the whole cycle: event, sessions, speakers, registration, and attendance tracking. It also supports webinars through an integration. Sponsors and sponsorships, print advertising and ad buying are not built-in features. These show up as wrong answers.
Customer Voice
Customer Voice builds surveys and can send them from a journey. Responses can be linked to customer records, so feedback shows up next to the contact.
Exam traps
- Marketing, Customer Insights - Journeys and the older “Dynamics 365 Marketing” are the same app, not three.
- Customer Insights - Data unifies data. It does not send emails.
- Customer Voice collects feedback. It is not the tool for running campaigns.
- Event features cover registration and attendance. Sponsorships and print media are not built in.
- A segment is the audience. A journey is the flow that is sent to it.
Practice questions
Choose an answer, then review the explanation to check your understanding.
1. A company runs webinars and needs to manage speakers, sessions, registration and attendance. Which product fits out of the box?
Show answer
Answer: A.Event management, including registration, sessions and speakers, is part of Customer Insights - Journeys (formerly Dynamics 365 Marketing).
2. Marketing wants to send emails to all contacts who share certain characteristics. What should be built?
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Answer: B.A segment is a group of contacts defined by common attributes and used as the audience of a journey.
3. You want to compare two email designs on a small part of the audience before the full send. What do you use?
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Answer: A.A/B testing sends variants to a sample, then the better one goes to the rest.
4. A company wants to unify customer data from many sources into one profile. Which product?
Show answer
Answer: B.Customer Insights - Data ingests, matches and merges data into unified customer profiles.