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Duration 14 hours
Course Outline
Customer Insights and MB-280 Orientation
- Overview of MB-280 assessment criteria and how Customer Insights supports customer experience delivery.
- Comparison of Customer Insights - Data versus Customer Insights - Journeys: typical use cases and workflow handoffs.
- Core components: profiles, activities, segments, measures, journeys, channels, and compliance frameworks.
- Lab preparation strategy: utilizing sandbox environments, sample data, and secure publishing practices.
Connecting, Ingesting, and Preparing Customer Data
- Common data source patterns: Dataverse and Dynamics 365 applications, file imports, and fundamental connector concepts.
- Field mapping and application of practical transformations, including data types, formats, and normalization.
- Data quality assessment: verifying completeness, consistency, and monitoring refresh and import outcomes.
Unifying Data into Customer Profiles
- Defining the profile model and identifying critical customer attributes for marketing and analytics purposes.
- Practical identity resolution: applying match rules, confidence levels, and navigating common trade-offs.
- Verifying unified profiles: managing duplicates, addressing edge cases, and employing validation techniques.
Segments, Measures, and Readiness for Activation
- Developing attribute-based and behavior-based segments and validating member inclusion.
- Constructing measures and key performance indicators (KPIs) relevant to marketing and customer experience teams.
- Translating insights into action: selecting target audiences, timing, and channel strategies for journeys.
Journey Orchestration and Channel Configuration
- Types of journeys: segment-based and trigger-based, including guidelines on when to apply each.
- Foundations of orchestration: managing waits, conditions, branching, frequency caps, and exclusions.
- Channel essentials: email and SMS prerequisites, sender and subscription basics, 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 management: initiating, pausing, stopping, and considerations for version control.
- Analytics and refinement: interpreting engagement metrics and implementing practical enhancements.
Consent, Compliance, and Troubleshooting
- Consent and preference management: understanding purposes, common models, and operational impacts.
- Compliance profiles, suppression lists, and ensuring opt-outs are respected across all channels.
- Resolving common issues: data refresh delays, unexpected segment membership, trigger errors, and message delivery failures.
- Conclusion: exam-aligned checklist, recommended next steps for practice, and common real-world scenarios.
Requirements
- A foundational understanding of customer experience and CRM principles, including leads, contacts, accounts, segmentation, and campaign performance metrics.
- Acquaintance with Microsoft Dynamics 365 and/or Microsoft Dataverse navigation, along with basic configuration tasks such as managing tables, columns, forms, and views.
- While programming skills are not necessary, proficiency in handling 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 support Customer Insights for marketing and CX teams.
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