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Duration 14 hours
Course Outline
Orientation to Customer Insights and MB-280
- An overview of what MB-280 assesses and how Customer Insights facilitates customer experience delivery.
- Distinguishing Customer Insights - Data from Customer Insights - Journeys: typical use cases and handoff processes.
- Key building blocks: profiles, activities, segments, measures, journeys, channels, and compliance.
- Lab setup methodology: utilizing a sandbox environment, sample data, and safe publishing practices.
Connecting, Ingesting, and Preparing Customer Data
- Common data source patterns: Dataverse and Dynamics 365 apps, file imports, and fundamental connector concepts.
- Mapping fields and applying practical transformations, including types, formats, and normalization.
- Data quality verification: assessing completeness, consistency, and monitoring refresh and import results.
Unifying Data into Customer Profiles
- Defining the profile model and selecting critical customer attributes for marketing and analytics.
- Practical application of identity resolution: match rules, confidence levels, and common trade-offs.
- Validating unified profiles: managing duplicates, handling edge cases, and employing verification techniques.
Segments, Measures, and Activation Readiness
- Creating and validating attribute-based and behavior-based segments.
- Developing measures and simple KPIs relevant to marketing and customer experience teams.
- Translating insights into action: selecting audiences, determining timing, and defining channel strategies for journeys.
Journey Orchestration and Channel Setup
- Journey types: segment-based versus trigger-based journeys, and when to apply each.
- Orchestration fundamentals: waits, conditions, branching, frequency control, and exclusions.
- Channel foundations: email and SMS prerequisites, sender and subscription management, and testing approaches.
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 control: considerations for starting, pausing, stopping, and versioning.
- Analytics and optimization: interpreting engagement metrics and implementing practical improvements.
Consent, Compliance, and Troubleshooting
- Consent and preference management: purposes, common models, and operational impacts.
- Compliance profiles, suppression lists, and honoring opt-outs across channels.
- Resolving common issues: data refresh delays, unexpected segment membership, trigger failures, and message delivery problems.
- Conclusion: an exam-aligned checklist, recommendations for further practice, and common on-the-job scenarios.
Requirements
- A foundational understanding of customer experience and CRM concepts, including leads, contacts, accounts, segmentation, and campaign performance.
- Comfort with navigating Microsoft Dynamics 365 and/or Microsoft Dataverse, along with basic setup tasks such as managing tables, columns, forms, and views.
- No programming skills are required; however, familiarity with data fields, simple business rules, and spreadsheets is beneficial.
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 power users who provide support for Customer Insights to marketing and CX teams.
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