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Course Outline
Customer Insights and MB-280 Orientation
- What MB-280 evaluates and how Customer Insights enhances customer experience delivery for government agencies
- Differentiating between Customer Insights - Data and Customer Insights - Journeys: typical use cases and handoffs for government operations
- Core components: profiles, activities, segments, measures, journeys, channels, and compliance in the context of government services
- Laboratory setup approach: utilizing a sandbox environment, sample data, and safe publishing practices for government projects
Connect, Ingest, and Prepare Customer Data
- Common source patterns: Dataverse and Dynamics 365 applications, file imports, and fundamental connector concepts for government data integration
- Mapping fields and applying practical transformations (data types, formats, normalization) to ensure data integrity for government use
- Data quality checks: assessing completeness, consistency, and monitoring refresh and import results to maintain high standards in government operations
Unify Data into Customer Profiles
- Defining the profile model and selecting key customer attributes for marketing and analytics within government agencies
- Identity resolution in practice: match rules, confidence levels, and common trade-offs to ensure accurate profiles for government services
- Validating unified profiles: managing duplicates, edge cases, and employing verification techniques to enhance data reliability for government operations
Segments, Measures, and Activation Readiness
- Creating attribute-based and behavior-based segments and validating membership for effective targeting in government programs
- Building measures and simple KPIs used by marketing and customer experience teams to improve government service delivery
- Turning insights into action: selecting audiences, timing, and channel strategies for journeys to enhance government engagement
Journey Orchestration and Channel Setup
- Journey types: segment-based journeys and trigger-based journeys, plus when to use each in the context of government initiatives
- Orchestration basics: waits, conditions, branching, frequency control, and exclusions for efficient journey management in government projects
- Channel foundations: email and SMS prerequisites, sender and subscription basics, and testing approaches to ensure reliable communication for government services
Build, Test, Publish, and Optimize Journeys
- Creating content assets: templates, personalization fields, previews, and basic approvals for government communications
- Testing end-to-end: test contacts, trigger validation, link tracking checks, and safe rollout procedures to ensure successful implementation for government projects
- Publishing and operational control: starting, pausing, stopping, and versioning considerations to manage journeys effectively in government operations
- Analytics and optimization: interpreting engagement metrics and making practical improvements to enhance government service delivery
Consent, Compliance, and Troubleshooting
- Consent and preference management: purpose, common models, and operational implications for government agencies
- Compliance profiles, suppression lists, and honoring opt-out requests across channels to ensure legal compliance in government communications
- Troubleshooting common issues: data refresh delays, segment membership discrepancies, trigger problems, and message delivery failures to maintain reliable service for government operations
- Wrap-up: exam-aligned checklist, next steps for practice, and common on-the-job scenarios to prepare for effective implementation in government roles
Requirements
- A foundational understanding of customer experience (CX) principles and customer relationship management (CRM) concepts, including leads, contacts, accounts, segmentation, and campaign performance.
- Proficiency in navigating Microsoft Dynamics 365 and/or Microsoft Dataverse, along with the ability to perform basic setup tasks such as creating tables, columns, forms, and views.
- While no programming skills are required, comfort working with data fields, simple business rules, and spreadsheets is beneficial.
Audience
- Customer experience analysts preparing for the MB-280 certification 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, ensuring effective data management and analysis for government.
14 Hours
