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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 facilitates customer experience delivery.
- Distinguishing between Customer Insights - Data and Customer Insights - Journeys: typical use cases and workflow handoffs.
- Core building blocks: profiles, activities, segments, measures, journeys, channels, and compliance.
- Lab setup approach: utilising a sandbox environment, sample data, and safe publishing practices.
Connect, Ingest, and Prepare Customer Data
- Common source patterns: Dataverse and Dynamics 365 apps, file imports, and basic connector concepts.
- Mapping fields and applying practical transformations (types, formats, normalisation).
- Data quality checks: assessing completeness and 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.
- Identity resolution in practice: match rules, confidence levels, and common trade-offs.
- Validating unified profiles: handling duplicates, edge cases, and verification techniques.
Segments, Measures, and Activation Readiness
- Creating attribute-based and behaviour-based segments and validating membership.
- Building measures and simple KPIs utilised by marketing and customer experience teams.
- Turning insights into action: selecting audiences, timing, and channel strategy for journeys.
Journey Orchestration and Channel Setup
- Journey types: segment-based journeys and trigger-based journeys, plus guidance on when to use each.
- Orchestration basics: 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, personalisation fields, previews, and basic approvals.
- Testing end-to-end: test contacts, trigger validation, link tracking checks, and safe rollouts.
- Publishing and operational control: starting, pausing, stopping, and versioning considerations.
- Analytics and optimisation: interpreting engagement metrics and making practical improvements.
Consent, Compliance, and Troubleshooting
- Consent and preference management: purpose, common models, and operational implications.
- Compliance profiles, suppression, and honouring opt-out preferences across channels.
- Troubleshooting common issues: data refresh delays, unexpected segment membership, trigger problems, and message delivery failures.
- Wrap-up: exam-aligned checklist, recommended practice areas, and common on-the-job scenarios.
Requirements
- A fundamental understanding of customer experience and CRM concepts, including leads, contacts, accounts, segmentation, and campaign performance.
- Familiarity with Microsoft Dynamics 365 and/or Microsoft Dataverse navigation, along with basic setup tasks such as working with tables, columns, forms, and views.
- While programming knowledge is not required, proficiency in handling data fields, simple business rules, and spreadsheets is advantageous.
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 power users who support Customer Insights for marketing and CX teams.
14 Hours
