Study guide for Exam MB-220: Microsoft Dynamics 365 Customer Insights (Journeys) Functional Consultant
Warning
This exam will retire on November 30, 2024, at 11:59 PM Central Standard Time. Learn more about the new Microsoft Dynamics 365 customer experience credentials.
Purpose of this document
This study guide should help you understand what to expect on the exam and includes a summary of the topics the exam might cover and links to additional resources. The information and materials in this document should help you focus your studies as you prepare for the exam.
| Useful links | Description |
|---|---|
| Review the skills measured as of March 20, 2024 | This list represents the skills measured AFTER the date provided. Study this list if you plan to take the exam AFTER that date. |
| Review the skills measured prior to March 20, 2024 | Study this list of skills if you take your exam PRIOR to the date provided. |
| Change log | You can go directly to the change log if you want to see the changes that will be made on the date provided. |
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Updates to the exam
Our exams are updated periodically to reflect skills that are required to perform a role. We have included two versions of the Skills Measured objectives depending on when you are taking the exam.
We always update the English language version of the exam first. Some exams are localized into other languages, and those are updated approximately eight weeks after the English version is updated. While Microsoft makes every effort to update localized versions as noted, there may be times when the localized versions of an exam are not updated on this schedule. Other available languages are listed in the Schedule Exam section of the Exam Details webpage. If the exam isn't available in your preferred language, you can request an additional 30 minutes to complete the exam.
Note
The bullets that follow each of the skills measured are intended to illustrate how we are assessing that skill. Related topics may be covered in the exam.
Note
Most questions cover features that are general availability (GA). The exam may contain questions on Preview features if those features are commonly used.
Skills measured as of March 20, 2024
Audience profile
As a candidate for this exam, you’re a Microsoft Dynamics 365 Customer Insights - Journeys functional consultant.
You’re responsible for implementing solutions that:
Engage with and convert leads.
Orchestrate marketing experiences.
Personalize marketing messaging.
Deliver marketing insights.
You’re responsible for:
Configuring the core marketing application to include segmentation, email and text message marketing, and interactive journeys.
Lead nurturing with personalized experiences, events, surveys, lead scoring, and analytics.
Maintaining compliance and consent policies.
As a candidate, you should have some knowledge of marketing principles and the Dynamics 365 Customer Insights - Journeys application's role in relationship to the Dynamics 365 suite of applications, including interoperability with:
Dynamics 365 Customer Insights - Data
Microsoft Power Platform
Dynamics 365 Customer Voice
Dynamics 365 Sales
Microsoft Teams
You should understand:
Industry terminology
Industry processes
Best practices
Skills at a glance
Configure Dynamics 365 Customer Insights – Journeys (10–15%)
Manage segments and preferences (15–20%)
Manage leads, contacts, and accounts (1–5%)
Manage marketing channels (25–30%)
Manage journeys (20–25%)
Manage events and webinars (10–15%)
Configure Dynamics 365 Customer Insights - Journeys (10–15%)
Configure the Customer Insights - Journeys app
Configure forms, including adding columns to forms and changing form layouts
Configure views, including adding columns to views
Configure the model-driven app
Create and configure columns in tables
Configure organization settings
Configure domain authentication
Configure SMS providers, including Microsoft Azure Communication Services
Configure and manage marketing settings
Configure form matching strategies
Configure compliance profiles
Configure brand profiles
Configure UTM tracking
Configure audiences
Configure frequency capping
Manage segments and preferences (15–20%)
Create and manage segments
Create and manage segments
Create segments by using Copilot Query Assist
Combine segments by using union, exclude, or intersect logic
Create a segment within a customer journey
Describe table relationships
Describe Customer Insights - Data tables
Manage preference centers
Create and manage preference centers
Describe how consent is managed and enforced for email and text messages
Configure opt-in and double opt-in
Describe consent purposes and topics
Import consent records
Describe multi-brand preference centers
Manage leads, contacts, and accounts (1–5%)
Manage leads
Create leads
Manage the leads lifecycle
Create and manage lead scoring models
Create and manage accounts and contacts
Create and manage accounts
Create and manage contacts
Create and manage activities and activity templates
Manage marketing channels (25–30%)
Create marketing emails
Create a marketing email
Describe the HTML editor feature in a marketing email
Create and use reusable content blocks
Define mandatory fields for email
Add dynamic content to email
Add conditional content to email
Validate email content for compliance by using the Accessibility Checker
Check spam scores for email content by using Spam checker
Personalize email content
Describe the content ideas copilot
Use specialized links
Include iCalendar files and documents from the asset library
Distribute marketing emails
Define message requirements
Validate and publish email messages
Send emails without building a journey
Prevent duplicate sends
Create and manage other channels
Create outbound text messages
Add SMS keywords to a text message
Personalize text messages
Manage SMS keywords
Configure push notifications
Include Customer Voice surveys in messages
Create and manage forms
Manage form templates
Create and manage forms
Embed forms in external websites
Implement form capture for externally managed forms
Review form submissions
Describe form hosting options
Describe use cases for extending forms by using JavaScript
Configure form validation rules
Manage journeys (20–25%)
Configure journey orchestration
Create a journey by using a segment
Configure a journey by using a trigger
Configure A/B testing and review test results
Configure a business goal and measure progress
Add journey reminders
Define journey exit conditions
Add channel optimization to a journey
Manage journey triggers
Describe trigger types
Describe custom triggers
Create a trigger for a Dataverse record change
Use a custom trigger to run a Power Automate flow
Use conditions in triggers
Move custom triggers between environments
Explore insights and analytics
Analyze marketing outcomes
Track campaigns by using UTM codes
Manage events and webinars (10–15%)
Create and configure events and webinars
Create an event
Configure an event as a Microsoft Teams webinar
Configure an event as a Microsoft Teams Live event
Configure event agenda, including sessions and tracks
Manage speakers and event team members
Create and manage event forms
Manage events
Manage event registrations, including attendee check-in and cancellations
Manage registration, waitlists, and attendees
Configure event capacity and passes
Describe the event management dashboard and event analytics
Study resources
We recommend that you train and get hands-on experience before you take the exam. We offer self-study options and classroom training as well as links to documentation, community sites, and videos.
| Study resources | Links to learning and documentation |
|---|---|
| Get trained | Choose from self-paced learning paths and modules or take an instructor-led course |
| Find documentation | Dynamics 365 documentation and learning modules Dynamics 365 Customer Insights - Journeys documentation |
| Ask a question | Microsoft Q&A | Microsoft Docs |
| Get community support | Microsoft Dynamics Community |
| Follow Microsoft Learn | Microsoft Learn - Microsoft Tech Community |
Change log
Key to understanding the table: The topic groups (also known as functional groups) are in bold typeface followed by the objectives within each group. The table is a comparison between the two versions of the exam skills measured and the third column describes the extent of the changes.
| Skill area prior to March 20, 2024 | Skill area as of March 20, 2024 | Changes |
|---|---|---|
| Audience profile | Major | |
| Configure marketing applications | Configure Dynamics 365 Customer Insights - Journeys | % of exam decreased |
| Configure the Dynamics 365 Customer Insights - Journeys app | Configure the Customer Insights - Journeys app | Major |
| Configure organization settings | Configure organization settings | Major |
| Configure and manage marketing settings | Configure and manage marketing settings | Major |
| Manage insights | Removed | |
| Manage segments and lists | Manage segments and preferences | % of exam increased |
| Create and manage segments | Create and manage segments | Major |
| Create and manage subscription centers and lists | Manage preference centers | Major |
| Create and manage marketing forms and pages | Removed | |
| Create and manage marketing forms | Removed | |
| Create and manage marketing pages | Removed | |
| Manage leads, contacts, and accounts | Manage leads, contacts, and accounts | % of exam decreased |
| Manage leads | Manage leads | Minor |
| Create and manage accounts and contacts | Create and manage accounts and contacts | Minor |
| Create and manage marketing email messages | Manage marketing channels | % of exam increased |
| Create email messages | Create marketing emails | Major |
| Manage email messages | Distribute marketing emails | Major |
| Create and manage other channels | Added | |
| Create and manage forms | Added | |
| Manage customer journeys | Manage journeys | No % change |
| Create automated campaigns by using outbound customer journeys | Removed | |
| Publish and manage customer journeys | Removed | |
| Configure and manage real-time journey orchestration | Configure journey orchestration | Major |
| Manage journey triggers | Added | |
| Explore insights and analytics | Added | |
| Manage events and webinars | Manage events and webinars | No % change |
| Create and configure events and webinars | Create and configure events and webinars | Major |
| Manage events | Manage events | Major |
| Configure Dynamics 365 Customer Voice | Removed | |
| Create surveys | Removed | |
| Manage surveys | Removed |
Skills measured prior to March 20, 2024
Audience profile
As a candidate for this exam you’re a Microsoft Dynamics 365 Customer Insights - Journeys functional consultant. You’re responsible for implementing solutions that:
Attract and convert leads.
Build brand awareness.
Standardize omnichannel messaging.
Deliver marketing insights.
You’re responsible for:
Configuring the core marketing application to include segmentation, email marketing, interactive customer journeys, and real-time journeys.
Lead nurturing with personalized experiences, events, surveys, lead scoring, and analytics.
Maintaining compliance with data privacy and security regulations.
As a candidate, you should have some knowledge of marketing principles and the Dynamics 365 Customer Insights - Journeys application's role in relationship to the Dynamics 365 suite of applications, including integration of:
The Microsoft Power Platform
Other Dynamics 365 customer engagement apps
Dynamics 365 Customer Insights - Data
Dynamics 365 Customer Voice
Microsoft Teams
Other Microsoft 365 applications
You should understand:
Industry terminology
Priorities
Common initiatives
Standards
Methodologies
Best practices
Skills at a glance
Configure marketing applications (15–20%)
Manage segments and lists (10–15%)
Create and manage marketing forms and pages (5–10%)
Manage leads, contacts, and accounts (5–10%)
Create and manage marketing email messages (10–15%)
Manage customer journeys (20–25%)
Manage events and webinars (10–15%)
Configure Dynamics 365 Customer Voice (5–10%)
Configure marketing applications (15–20%)
Configure the Dynamics 365 Customer Insights - Journeys app
Create and configure forms
Create and configure views
Create and configure charts
Create and configure dashboards
Configure site maps
Configure organization settings
Configure data sources for synchronization
Create and manage templates
Configure integration with the marketing portal
Configure landing page settings
Configure domain authentication
Configure social media accounts
Configure webinar providers
Configure LinkedIn Lead Gen
Configure the Customer Insights connector
Configure SMS providers
Configure push notifications
Describe Teams integration
Configure and manage marketing settings
Configure matching strategies
Configure marketing email settings
Configure customer journey settings
Configure opt-in settings
Configure lead scoring settings
Configure required options for publishing journeys
Create and configure marketing calendars
Configure content settings
Configure compliance settings
Manage marketing content libraries
Manage insights
Analyze contact insights
Analyze lead insights
Analyze segment insights
Analyze customer journey insights
Analyze email insights
Analyze lead scoring model insights
Analyze marketing page insights
Analyze marketing form insights
Analyze website insights
Analyze redirect URL insights
Analyze event insights
Manage segments and lists (10–15%)
Create and manage segments
Determine segment type
Create and manage marketing segments
Create and manage templates
Create segments using Natural Language Query
Configure dynamic segments using the Designer
Combine segments using union, exclude, or intersect logic
Create segments from external sources by using Dynamics 365 Customer Insights - Data
Describe use cases for blocks including behavioral blocks and query blocks
Create and manage subscription centers and lists
Create a subscription list
Add a subscription list or lists to a form
Create a segment based on a subscription list
Describe use cases for subscription centers
Create and manage a subscription center
Describe when to use marketing lists and subscription lists
Describe use cases for suppression lists
Create and manage marketing forms and pages (5–10%)
Create and manage marketing forms
Determine which marketing form type to use
Identify form requirements and limitations
Create a marketing form by using a template
Manage form templates
Create and manage marketing forms
Configure marketing form fields
Embed forms in external websites
Implement form capture for externally managed forms
Create and manage marketing pages
Create and configure marketing pages and templates
Create and configure real-time marketing forms
Add outbound content blocks to marketing pages
Add marketing forms to marketing pages
Apply a style to marketing pages
Integrate marketing pages with marketing emails
Preview and validate marketing pages
Publish marketing pages
Monitor visitors to marketing pages
Describe personalized marketing pages
Manage leads, contacts, and accounts (5–10%)
Manage leads
Create leads
Manage the leads lifecycle
Synchronize leads from LinkedIn Campaign Manager by using LinkedIn Lead Gen
Create and manage lead scoring models
Create and manage accounts and contacts
Create and manage accounts
Create and manage contacts
Manage marketing consent settings
Create and manage activities and activity templates
Create and manage marketing email messages (10–15%)
Create email messages
Create and manage marketing email and templates
Describe the HTML editor feature in a marketing email
Create and use reusable outbound content blocks
Define mandatory fields for email messages
Add dynamic content to email messages
Add conditional content to email messages
Validate email content for compliance by using the Accessibility Checker
Check spam scores for messages by using Spam checker
Personalize using predefined tokens
Manage email messages
Define message requirements
Preview messages by using basic, inbox, Litmus features
Configure A/B testing and review test results
Validate and publish email messages
Send emails without building a journey
Manage customer journeys (20–25%)
Create automated campaigns by using outbound customer journeys
Create and manage customer journey templates
Determine when to use an inbound or outbound customer journey
Determine content types required for a customer journey
Create a customer journey by using a template
Set the target audiences
Configure Smart Scheduler
Describe business unit scoping for segments and customer journeys
Add segments and suppression lists to a customer journey
Configure recurring journeys
Publish and manage customer journeys
Configure required options for publishing journeys
Check customer journeys for errors
Publish a customer journey
Configure and manage real-time journey orchestration
Determine whether to use real-time or outbound journey orchestration
Describe the real-time marketing asset library
Enable real-time customer journey orchestration
Create a real-time journey
Configure real-time journey triggers
Configure real-time email templates
Configure automated SMS keyword flows
Configure push notifications
Measure campaign effectiveness with built-in analytics
Create content blocks in real-time marketing
Move custom triggers between environments
Manage events and webinars (10–15%)
Create and configure events and webinars
Create an event
Configure an event as a Microsoft Teams webinar
Configure an event as a Microsoft Teams Live event
Configure buildings, rooms, and layouts for events
Set up sessions including internal and external tracks
Set up speakers
Configure event websites
Create and manage event forms
Configure event agenda
Describe the event business process flow
Manage events
Create event invitations, banners, and social media posts
Manage event registrations (including attendee check-in) and cancellations
Manage speakers, registration, waitlists, and attendees
Manage sponsors, vendors, logistics, and accommodations
Record and view financial information for events
Configure event capacity and passes
Configure Dynamics 365 Customer Voice (5–10%)
Create surveys
Create and manage Customer Voice surveys
Apply design elements to a survey
Define satisfaction metrics
Manage surveys
Embed surveys in marketing email messages
Add surveys to a webpage
Add surveys to customer journeys
View survey responses in Customer Voice
Create a segment from survey responses