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Duration 14 hours
Course Outline
Customer Insights Overview and MB-280 Exam Preparation
- MB-280 exam scope and how Customer Insights facilitates customer experience delivery
- Distinguishing between Customer Insights – Data and Customer Insights – Journeys: standard applications and workflow transitions
- Fundamental components: profiles, activities, segments, measures, journeys, channels, and regulatory compliance
- Lab environment configuration: utilizing sandbox environments, sample datasets, and secure publishing protocols
Integration, Ingestion, and Preparation of Customer Data
- Standard data source patterns: Dataverse and Dynamics 365 applications, file imports, and fundamental connector mechanisms
- Field mapping and application of practical transformations (data types, formats, normalization)
- Data integrity verification: assessing completeness, consistency, and monitoring refresh and import outcomes
Consolidation of Data into Unified Customer Profiles
- Establishing the profile model and selecting critical customer attributes for marketing and analytical purposes
- Identity resolution implementation: match criteria, confidence levels, and operational trade-offs
- Verification of unified profiles: managing duplicates, addressing edge cases, and validation methodologies
Segments, Metrics, and Operational Readiness
- Development of attribute-based and behavior-based segments and verification of audience membership
- Creation of measures and key performance indicators utilized by marketing and customer experience personnel
- Translating insights into operational actions: defining audiences, timing, and channel strategies for journey execution
Journey Orchestration and Channel Configuration
- Journey classifications: segment-based versus trigger-based journeys, including criteria for selection
- Orchestration fundamentals: waits, conditional logic, branching, frequency controls, and exclusion rules
- Channel requirements: email and SMS prerequisites, sender and subscription standards, and testing protocols
Development, Testing, Publication, and Optimization of Journeys
- Creation of content assets: templates, personalization fields, previews, and basic approval workflows
- End-to-end validation: test contacts, trigger verification, link tracking assessment, and safe deployment strategies
- Publication and operational management: initiation, suspension, termination, and versioning considerations
- Analysis and refinement: interpreting engagement metrics and implementing practical improvements
Consent, Compliance, and Diagnostic Procedures
- Consent and preference management: objectives, standard models, and operational consequences
- Compliance profiles, suppression lists, and enforcement of opt-out preferences across channels
- Diagnosis of common issues: data refresh delays, segment membership anomalies, trigger failures, and message delivery errors
- Conclusion: exam-aligned checklist, recommended practice areas, and typical operational scenarios
Requirements
- Foundational understanding of customer experience and CRM concepts, including leads, contacts, accounts, segmentation, and campaign performance metrics
- Familiarity with navigating Microsoft Dynamics 365 and/or Microsoft Dataverse, along with basic configuration tasks (tables, columns, forms, and views)
- No programming expertise is required; however, proficiency in handling data fields, simple business rules, and spreadsheets is beneficial
Target Audience
- Customer experience analysts preparing for the MB-280 examination
- 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
Testimonials (1)
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