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Course Outline
Customer Insights and MB-280 Orientation
- An overview of what the MB-280 exam assesses and how Customer Insights supports customer experience delivery.
- Distinctions between Customer Insights - Data and Customer Insights - Journeys: typical use cases and workflow handoffs.
- Core building blocks: profiles, activities, segments, metrics, journeys, channels, and compliance.
- Labs setup approach: utilizing a sandbox environment, sample data, and adhering to safe publishing practices.
Connect, Ingest, and Prepare Customer Data
- Common source patterns: integration with Dataverse and Dynamics 365 apps, file imports, and basic connector concepts.
- Mapping fields and applying practical transformations (data types, formats, normalization).
- Data quality checks: ensuring completeness, consistency, and monitoring refresh and import results.
Unify Data into Customer Profiles
- Defining the profile model and selecting key customer attributes for marketing and analytics purposes.
- Identity resolution in practice: utilizing match rules, assessing confidence levels, and understanding common tradeoffs.
- Validating unified profiles: handling duplicates, addressing edge cases, and applying verification techniques.
Segments, Measures, and Activation Readiness
- Creating attribute-based and behavior-based segments and validating their membership accuracy.
- Building metrics and simple KPIs utilized by marketing and customer experience teams.
- Turning insights into action: selecting audiences, determining timing, and establishing channel strategy for journeys.
Journey Orchestration and Channel Setup
- Journey types: segment-based versus trigger-based journeys, including guidance on when to use each.
- Orchestration basics: implementing waits, conditions, branching, frequency control, and exclusions.
- Channel foundations: prerequisites for email and SMS, sender and subscription basics, and testing approaches.
Build, Test, Publish, and Optimize 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 procedures.
- Publishing and operational control: starting, pausing, stopping, and managing versioning considerations.
- Analytics and optimization: interpreting engagement metrics and implementing practical improvements.
Consent, Compliance, and Troubleshooting
- Consent and preference management: understanding the purpose, common models, and operational implications.
- Compliance profiles, suppression lists, and honoring opt-out preferences across channels.
- Troubleshooting common issues: resolving data refresh delays, unexpected segment membership, trigger problems, and message delivery failures.
- Wrap-up: exam-aligned checklist, recommended next practice steps, 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 such as tables, columns, forms, and views.
- While programming is not required, comfort working with data fields, simple business rules, and spreadsheets is beneficial.
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 supporting Customer Insights for marketing and CX teams.
14 Hours
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