Thank you for sending your enquiry! One of our team members will contact you shortly.
Thank you for sending your booking! One of our team members will contact you shortly.
Duration 14 hours
Course Outline
Introduction to Customer Insights and MB-280
- An 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 handoff points.
- Reviewing core components: profiles, activities, segments, metrics, journeys, channels, and compliance.
- Lab environment setup: utilizing sandbox configurations, sample datasets, and safe publishing protocols.
Connecting, Ingesting, and Preparing Customer Data
- Common data source patterns: Dataverse and Dynamics 365 applications, file imports, and basic connector concepts.
- Mapping fields and implementing practical transformations, including data types, formatting, and normalization.
- Data quality assurance: verifying completeness, consistency, and monitoring refresh and import outcomes.
Consolidating Data into Customer Profiles
- Defining the profile model and identifying key customer attributes for marketing and analytical purposes.
- Practical identity resolution: applying match rules, assessing confidence levels, and understanding common tradeoffs.
- Verifying unified profiles: managing duplicates, handling edge cases, and applying validation techniques.
Segments, Metrics, and Preparation for Activation
- Developing attribute-based and behavior-based segments and verifying membership accuracy.
- Creating metrics and simple KPIs tailored for marketing and customer experience teams.
- Translating insights into action: selecting audiences, timing, and channel strategies for journey execution.
Journey Orchestration and Channel Configuration
- Journey types: segment-based versus trigger-based journeys, and criteria for selecting the appropriate approach.
- Orchestration fundamentals: implementing waits, conditions, branching, frequency controls, and exclusions.
- Channel setup: email and SMS prerequisites, sender and subscription management, and testing methodologies.
Building, Testing, Publishing, and Optimizing Journeys
- Creating content assets: templates, personalization fields, preview options, and basic approval workflows.
- End-to-end testing: utilizing test contacts, validating triggers, checking link tracking, and ensuring safe rollout.
- Publishing and operational management: starting, pausing, stopping, and versioning considerations.
- Analytics and refinement: interpreting engagement metrics to drive practical improvements.
Consent, Compliance, and Troubleshooting
- Consent and preference management: understanding purpose, common models, and operational impact.
- 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: review of exam-aligned checklists, recommended next steps for practice, and typical on-the-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 no programming skills are required, familiarity with data fields, simple business rules, and spreadsheets is advantageous.
Target Audience
- Customer experience analysts preparing for the MB-280 exam.
- Marketing operations and CRM specialists responsible for managing customer data, segments, and journey execution.
- Dynamics 365 administrators and advanced users supporting marketing and CX teams with Customer Insights.
Testimonials (1)
The practice and trainer knowledge
