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Duration 14 hours
Course Outline
Customer Insights and MB-280 Overview
- Assessment areas of MB-280 and the role of Customer Insights in enhancing customer experience delivery.
- Distinguishing Customer Insights - Data from Customer Insights - Journeys: typical use cases and workflow handoffs.
- Core components: profiles, activities, segments, measures, journeys, channels, and compliance frameworks.
- Lab environment setup: utilizing a sandbox, sample data, and secure publishing protocols.
Connecting, Ingesting, and Preparing Customer Data
- Standard source patterns: Dataverse and Dynamics 365 applications, file imports, and fundamental connector concepts.
- Field mapping and applying practical transformations such as data types, formatting, and normalization.
- Data quality verification: ensuring completeness and consistency while monitoring refresh and import outcomes.
Consolidating Data into Customer Profiles
- Establishing the profile model and selecting critical customer attributes for marketing and analytics purposes.
- Practical application of identity resolution: match rules, confidence scoring, and managing tradeoffs.
- Verifying unified profiles: addressing duplicates, edge cases, and employing validation techniques.
Segments, Measures, and Activation Preparation
- Developing attribute-based and behavior-based segments while validating membership accuracy.
- Creating measures and basic KPIs essential 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: comparing segment-based and trigger-based journeys and determining appropriate use cases.
- 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, previews, and basic approval workflows.
- End-to-end testing: utilizing test contacts, verifying triggers, checking link tracking, and ensuring safe deployment.
- Publishing and operational management: starting, pausing, stopping, and considering versioning strategies.
- Analytics and optimization: analyzing engagement metrics to drive practical improvements.
Consent, Compliance, and Troubleshooting
- Managing consent and preferences: understanding purposes, common models, and operational impacts.
- Configuring compliance profiles, suppression lists, and honoring opt-outs across all channels.
- Resolving common issues: addressing data refresh delays, unexpected segment membership, trigger failures, and message delivery errors.
- Summary: exam-aligned checklist, recommended next steps for practice, and common workplace scenarios.
Requirements
- A foundational grasp of customer experience and CRM principles, including leads, contacts, accounts, segmentation, and campaign performance metrics.
- Proficiency in navigating Microsoft Dynamics 365 and/or Microsoft Dataverse, along with basic setup tasks involving tables, columns, forms, and views.
- While programming knowledge is not mandatory, familiarity with data fields, simple business rules, and spreadsheet management 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 Customer Insights for marketing and CX teams.
