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Course Outline
Customer Insights and MB-280 Orientation
- Overview of MB-280 assessment objectives and how Customer Insights supports customer experience delivery.
- Differentiation between Customer Insights - Data and Customer Insights - Journeys: typical use cases and transitions.
- Core components: profiles, activities, segments, metrics, journeys, channels, and compliance.
- Laboratory setup strategy: utilizing sandbox environments, sample data, and safe publishing practices.
Connect, Ingest, and Prepare Customer Data
- Common source patterns: Dataverse and Dynamics 365 applications, file imports, and basic connector concepts.
- Field mapping and practical transformations (data types, formats, normalization).
- Data quality checks: assessing completeness and consistency, plus monitoring refresh and import outcomes.
Unify Data into Customer Profiles
- Defining the profile model and selecting key customer attributes for marketing and analytics.
- Practical identity resolution: match rules, confidence levels, and common trade-offs.
- Validating unified profiles: handling duplicates, edge cases, and verification techniques.
Segments, Metrics, and Activation Readiness
- Creating attribute-based and behavior-based segments, along with validating membership.
- Developing metrics and simple KPIs utilized 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 versus trigger-based journeys, including guidelines on when to apply each.
- Orchestration fundamentals: waits, conditions, branching, frequency control, and exclusions.
- Channel foundations: prerequisites for email and SMS, sender and subscription basics, and testing methodologies.
Build, Test, Publish, and Optimize Journeys
- Creating content assets: templates, personalization fields, previews, and basic approval workflows.
- End-to-end testing: test contacts, trigger validation, link tracking checks, and safe rollout strategies.
- Publishing and operational control: starting, pausing, stopping processes, and versioning considerations.
- Analytics and optimization: interpreting engagement metrics and implementing practical improvements.
Consent, Compliance, and Troubleshooting
- Consent and preference management: purpose, common models, and operational implications.
- Compliance profiles, suppression lists, and honoring opt-out requests across channels.
- Troubleshooting common issues: data refresh delays, unexpected segment membership, trigger problems, and message delivery failures.
- Wrap-up: exam-aligned checklist, next steps for practice, and common on-the-job scenarios.
Requirements
- Fundamental understanding of customer experience and CRM concepts, including leads, contacts, accounts, segmentation, and campaign performance.
- Proficiency in navigating Microsoft Dynamics 365 and/or Microsoft Dataverse, along with basic setup tasks such as tables, columns, forms, and views.
- No programming experience is required; however, comfort 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 supporting Customer Insights for marketing and CX teams.
14 Hours
