A Customer Data Platform (CDP) Specialty professional is a specialist in managing and utilizing Customer Data Platforms, which are software solutions designed to collect, unify, and centralize customer data from various sources to create a comprehensive and holistic view of customer profiles. Obtaining relevant certifications in CDP platforms or data management can validate expertise in this role.

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Design Dynamics 365 Customer Insights solutions

Describe Customer Insights

– Describe Customer Insights components, including tables, relationships, enrichments, activities, measures, and segments
– Describe support for near real-time updates
– Describe support for enrichment
– Describe the differences between individual consumer and business account profiles

Describe use cases for Customer Insights

– Describe use cases for Dynamics 365 Customer Insights
– Describe use cases for extending Customer Insights by using Microsoft Power Platform components
– Describe use cases for Customer Insights APIs
– Describe use cases for working with business accounts

Ingest data into Customer Insights

Connect to data sources

– Determine which data sources to use
– Determine whether to use the managed data lake or an organization’s data lake
– Attach to a Microsoft Dataverse data lake
– Attach to Azure Data Lake Storage
– Ingest and transform data using Power Query connectors
– Attach to Azure Synapse Analytics
– Describe real-time ingestion capabilities and limitations
– Describe benefits of pre-unification data enrichment
– Ingest data in real-time
– Update Unified Customer Profile fields in real-time

Transform, cleanse, and load data by using Power Query

– Select tables and columns
– Resolve data inconsistencies, unexpected or null values, and data quality issues
– Evaluate and transform column data types
– Transform table data

Configure incremental refreshes for data sources

– Identify data sources that support incremental updates
– Configure incremental refresh
– Identify capabilities and limitations for scheduled refreshes
– Configure scheduled refreshes and on-demand refreshes

Create customer profiles through data unification

Select source fields

– Select Customer Insights tables and attributes for unification
– Select attribute types
– Select the primary key

Remove duplicate records

– Deduplicate enriched tables
– Define deduplication rules
– Review deduplication results

Match conditions

– Specify a match order for tables
– Define match rules
– Define exceptions
– Include enriched tables in matching
– Configure normalization options
– Differentiate between basic and custom precision methods

Unify customer fields

– Specify the order of fields for merged tables
– Combine fields into a merged field
– Combine a group of fields
– Separate fields from a merged field
– Exclude fields from a merge
– Change the order of fields
– Rename fields
– Group profiles into Clusters

Review data unification

– Review and create customer profiles
– View the results of data unification
– Verify output tables from data unification
– Update the unification settings

Configure search and filter indexes

– Define which fields should be searchable
– Define filter options for fields
– Define indexes

Configure relationships

– Create and manage relationships
– Create activities by using a new or existing relationship
– Create activities in real-time


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