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Course Outline
Customer Insights Overview and MB-280 Examination Guidance
- Evaluation criteria for the MB-280 certification and the role of Customer Insights in delivering effective customer experiences
- Differentiation between Customer Insights - Data and Customer Insights - Journeys: standard use cases and workflow transitions
- Essential components: profiles, activities, segments, metrics, journeys, channels, and regulatory compliance
- Sandbox configuration strategy: utilizing sample data and adhering to safe publishing protocols for government environments
Data Integration and Preparation Processes
- Standard integration patterns: connectivity with Dataverse and Dynamics 365 applications, file ingestion methods, and fundamental connector functions
- Field mapping and data transformation techniques, including type conversion, formatting, and normalization
- Data quality assurance: ensuring completeness and consistency, with monitoring of refresh and import outcomes
Customer Profile Unification
- Establishing the profile model and identifying critical customer attributes for marketing and analytical purposes
- Practical identity resolution: implementing match rules, assessing confidence levels, and managing common tradeoffs
- Verification of unified profiles: managing duplicate records, addressing edge cases, and employing validation methods
Segmentation, Metrics, and Activation Readiness
- Development of attribute-based and behavior-based segments, including membership verification
- Construction of metrics and key performance indicators (KPIs) utilized by marketing and customer experience units
- Operationalizing insights: selecting target audiences, determining timing, and defining channel strategies for journey execution
Journey Orchestration and Channel Configuration
- Journey classifications: segment-driven versus trigger-driven journeys, including appropriate application contexts
- Orchestration fundamentals: managing waits, conditions, branching logic, frequency controls, and exclusion rules
- Channel infrastructure: prerequisites for email and SMS, sender identification, subscription management, and testing procedures
Journey Development, Testing, Publishing, and Optimization
- Content asset creation: utilizing templates, personalization fields, previews, and standard approval workflows
- End-to-end testing methodologies: employing test contacts, validating triggers, verifying link tracking, and executing safe rollouts
- Analytics and optimization: interpreting engagement data to implement practical improvements
Publishing and operational governance: initiating, pausing, halting journeys, and managing version control considerations for government systems
Consent Management, Compliance, and Issue Resolution
- Consent and preference administration: defining objectives, applying standard models, and assessing operational impacts
- Compliance profiles, suppression lists, and enforcing opt-out preferences across all channels
- Troubleshooting common challenges: addressing data refresh delays, unexpected segment memberships, trigger failures, and message delivery issues
- Conclusion: examination-aligned checklist, recommended practice areas, and relevant on-the-job scenarios for government personnel
Requirements
- Proficiency in foundational principles of customer experience and CRM frameworks, including the management of leads, contacts, accounts, segmentation strategies, and campaign analytics.
- Knowledge of Microsoft Dynamics 365 and Microsoft Dataverse interfaces, alongside essential configuration capabilities for tables, columns, forms, and views to support government operations for government entities.
- While coding expertise is not mandatory, practical experience with data fields, elementary business rules, and spreadsheet tools is advantageous.
Audience
- CX analysts seeking certification preparation for the MB-280 exam.
- Marketing operations and CRM specialists responsible for overseeing customer data integrity, segmentation, and journey execution.
- Dynamics 365 administrators and power users providing technical support to marketing and customer experience teams within the public sector.
14 Hours
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