Microsoft Certified: Customer Data Platform Specialty

If your specialty is implementing solutions that provide insight into customer profiles and that track engagement activities to help improve customer experiences and increase customer retention, this certification could validate your skills and help open career doors.

As a candidate for this certification, you should have firsthand experience with Dynamics 365 Customer Insights, Power Query, Microsoft Dataverse, Common Data Model, Microsoft Power Platform and one or more additional Dynamics 365 apps. In addition, you need direct experience with practices related to privacy, compliance, consent, security, responsible AI, and data retention policy.

You also need experience with processes related to KPIs, data retention, validation, visualization, preparation, matching, fragmentation, segmentation, and enhancement. You should have a general understanding of Azure Machine Learning, Azure Synapse Analytics, and Azure Data Factory.

Skills measured

• describe audience insights components, including entities, relationships, activities, measures, and segments
• analyze Customer Insights data by using Azure Synapse Analytics
• describe the process for consuming engagement insights data in audience insights
• describe support for near real-time updates
• describe support for enrichment

Connect to data sources

• determine which data sources to use
• determine whether to use the managed data lake or an organization’s data lake
• connect to Microsoft Dataverse
• connect to Common Data Model folders
• ingest data from Azure Synapse Analytics
• ingest data by using Azure Data Factory pipelines

Configure incremental refreshes for data sources

• identify data sources that support incremental updates
• identify capabilities and limitations for scheduled refreshes
• configure scheduled refreshes and on-demand refreshes
• trigger refreshes by using Power Automate or the Customer Insights API

Implement mapping

• select Customer Insights entities and attributes for matching
• select attribute types

Implement matching

• specify a match order for entities
• define match rules
• configure normalization options

Configure search and filter indexes

• define which fields should be searchable
• define filter options for fields
• define indexes

Configure relationships and activities

• create and manage relationships
• create activities by using a new or existing relationship
• manage activities

Configure prediction models

• configure and evaluate the customer churn models, including the transactional churn and subscription churn models
• configure and evaluate the product recommendation model
• configure and evaluate the customer lifetime value model

Implement machine learning models

• describe prerequisites for using custom Azure Machine Learning models in Customer Insights
• implement workflows that consume machine learning models
• manage workflows for custom machine learning models

Find suggested segments

• describe how the system suggests segments for use
• create a segment from a suggestion
• configure refreshes for suggestions

Create segment insights

• configure overlap segments
• configure differentiated segments
• analyze insights

Export data to Dynamics 365 Marketing or Dynamics 365 Sales

• identify prerequisites for exporting data from Customer Insights
• create connections between Customer Insights and Dynamics 365 apps
• define which segments to export
• export a Customer Insights segment into Dynamics 365 Marketing as a marketing segment
• export a Customer Insights profile into Dynamics 365 Marketing for customer journey orchestration
• export a Customer Insights segment into Dynamics 365 Sales as a marketing list

About The Exam