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Duration 14 hours
Course Outline
Customer Insights and MB-280 Orientation
- An overview of what MB-280 assesses and how Customer Insights facilitates customer experience delivery.
- Comparing Customer Insights - Data vs. Customer Insights - Journeys: typical use cases and workflow handoffs.
- Key components: profiles, activities, segments, measures, journeys, channels, and compliance.
- Approach to lab setup: utilizing a sandbox environment, sample data, and safe publishing practices.
Connecting, Ingesting, and Preparing Customer Data
- Common source patterns: Dataverse and Dynamics 365 applications, file imports, and fundamental connector concepts.
- Field mapping and applying practical transformations, including types, formats, and normalization.
- Data quality checks: assessing completeness, consistency, and monitoring refresh and import results.
Unifying Data into Customer Profiles
- Defining the profile model and selecting critical customer attributes for marketing and analytics.
- Practical application of identity resolution: match rules, confidence levels, and common trade-offs.
- Validating unified profiles: managing duplicates, edge cases, and verification methods.
Segments, Measures, and Activation Readiness
- Creating attribute-based and behavior-based segments and validating membership.
- Developing measures and simple KPIs used by marketing and customer experience teams.
- Translating insights into action: selecting audiences, timing, and channel strategies for journeys.
Journey Orchestration and Channel Setup
- Journey types: segment-based vs. trigger-based journeys, and determining when to use each.
- Orchestration fundamentals: waits, conditions, branching, frequency control, and exclusions.
- Channel basics: email and SMS prerequisites, sender and subscription configurations, and testing methodologies.
Building, Testing, Publishing, and Optimizing Journeys
- Creating content assets: templates, personalization fields, previews, and basic approval workflows.
- End-to-end testing: using test contacts, validating triggers, checking link tracking, and ensuring safe rollout.
- Publishing and operational control: initiating, pausing, stopping, and considering versioning.
- Analytics and optimization: interpreting engagement metrics and implementing practical improvements.
Consent, Compliance, and Troubleshooting
- Consent and preference management: understanding purpose, common models, and operational impacts.
- Compliance profiles, suppression lists, and honoring opt-outs across channels.
- Troubleshooting frequent issues: data refresh delays, unexpected segment memberships, trigger failures, and message delivery problems.
- Wrap-up: an exam-aligned checklist, recommended next steps for practice, and common on-the-job scenarios.
Requirements
- A foundational understanding of customer experience and CRM concepts, including leads, contacts, accounts, segmentation, and campaign performance.
- Familiarity with navigating Microsoft Dynamics 365 and/or Microsoft Dataverse, along with basic setup tasks involving tables, columns, forms, and views.
- While no programming skills are required, being comfortable working 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 power users who provide support to Customer Insights for marketing and CX teams.
