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Course Outline
Customer Insights and MB-280 Orientation
- Overview of MB-280 assessment criteria and the role of Customer Insights in delivering customer experiences.
- Distinguishing between Customer Insights - Data and Customer Insights - Journeys, including typical use cases and workflow handoffs.
- Key components: profiles, activities, segments, measures, journeys, channels, and compliance requirements.
- Lab configuration strategy: utilizing sandbox environments, sample data, and best practices for safe publishing.
Connecting, Ingesting, and Preparing Customer Data
- Standard source patterns: Dataverse and Dynamics 365 applications, file imports, and fundamental connector concepts.
- Field mapping and the application of practical transformations, such as data types, formatting, and normalization.
- Data quality validation: ensuring completeness and consistency, and monitoring refresh and import outcomes.
Unifying Data into Customer Profiles
- Defining the profile model and identifying key customer attributes for marketing and analytics purposes.
- Practical identity resolution: implementing match rules, assessing confidence levels, and understanding trade-offs.
- Verifying unified profiles: managing duplicates, handling edge cases, and applying verification techniques.
Segments, Measures, and Activation Readiness
- Developing attribute-based and behavior-based segments, and validating membership criteria.
- Creating measures and basic KPIs essential for marketing and customer experience teams.
- Converting insights into actionable strategies: selecting audiences, timing, and channel approaches for journeys.
Journey Orchestration and Channel Setup
- Journey types: segment-based versus trigger-based journeys, and guidelines for selecting the appropriate type.
- Orchestration fundamentals: implementing waits, conditions, branching, frequency controls, and exclusions.
- Channel essentials: prerequisites for email and SMS, sender and subscription setup, and testing methodologies.
Building, Testing, Publishing, and Optimizing Journeys
- Creating content assets: templates, personalization fields, previews, and basic approval workflows.
- End-to-end testing: utilizing test contacts, verifying triggers, checking link tracking, and ensuring safe rollouts.
- Publishing and operational management: starting, pausing, stopping, and considering versioning strategies.
- Analytics and optimization: interpreting engagement metrics and implementing practical improvements.
Consent, Compliance, and Troubleshooting
- Consent and preference management: understanding purposes, common models, and operational impacts.
- Managing compliance profiles, suppression lists, and honoring opt-outs across various channels.
- Resolving common issues: addressing data refresh delays, unexpected segment membership, trigger failures, and message delivery problems.
- Conclusion: an exam-aligned checklist, recommendations for further practice, and insights into real-world job scenarios.
Requirements
- A foundational grasp of customer experience and CRM principles, including leads, contacts, accounts, segmentation, and campaign performance.
- Proficiency in navigating Microsoft Dynamics 365 and/or Microsoft Dataverse, along with basic configuration tasks such as managing tables, columns, forms, and views.
- While programming skills are not mandatory, familiarity with data fields, simple business rules, and spreadsheets is beneficial.
Target Audience
- Customer experience analysts preparing for the MB-280 certification.
- Marketing operations and CRM specialists responsible for managing customer data, segments, and journey execution.
- Dynamics 365 administrators and advanced users supporting Customer Insights for marketing and CX teams.
14 Hours
