Study guide for Exam MB-220: Microsoft Dynamics 365 Customer Insights (Journeys) Functional Consultant

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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.

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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