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Course Outline
Customer Insights and MB-280 Orientation
- Overview of MB-280 assessments and the role of Customer Insights in enhancing customer experience delivery for government agencies
- Differentiating between Customer Insights - Data and Customer Insights - Journeys: typical use cases and transition points
- Core components: profiles, activities, segments, measures, journeys, channels, and compliance requirements for government
- Lab setup methodology: utilizing a sandbox environment, sample data sets, and safe publishing practices to ensure secure testing for government
Connect, Ingest, and Prepare Customer Data
- Common data sources: Dataverse and Dynamics 365 applications, file imports, and fundamental connector principles for government use
- Field mapping and practical data transformations (data types, formats, normalization) to ensure accuracy for government operations
- Data quality assurance: assessing completeness, consistency, and monitoring refresh and import outcomes for government agencies
Unify Data into Customer Profiles
- Establishing the profile model and selecting key customer attributes essential for marketing and analytics in government
- Implementing identity resolution: match rules, confidence levels, and common trade-offs to ensure accurate representation for government
- Validating unified profiles: addressing duplicates, edge cases, and employing verification techniques to maintain integrity for government
Segments, Measures, and Activation Readiness
- Creating attribute-based and behavior-based segments and verifying membership accuracy for government applications
- Developing measures and simple KPIs utilized by marketing and customer experience teams in government
- Converting insights into actionable strategies: selecting target audiences, timing, and channel approaches for journeys in government
Journey Orchestration and Channel Setup
- Types of customer journeys: segment-based and trigger-based, along with guidance on appropriate usage for government scenarios
- Basics of journey orchestration: waits, conditions, branching, frequency control, and exclusions to enhance user experience in government
- Channel fundamentals: prerequisites for email and SMS, sender and subscription management, and testing methodologies for government
Build, Test, Publish, and Optimize Journeys
- Creating content assets: templates, personalization fields, previews, and basic approval processes for government communications
- End-to-end testing: using test contacts, validating triggers, checking link tracking, and ensuring safe rollout for government initiatives
- Publishing and operational controls: starting, pausing, stopping journeys, and considering versioning for government operations
- Analytics and optimization: interpreting engagement metrics and implementing practical improvements to enhance effectiveness for government
Consent, Compliance, and Troubleshooting
- Consent and preference management: purpose, common models, and operational implications for government agencies
- Compliance profiles, suppression lists, and ensuring opt-out processes are honored across all channels for government
- Troubleshooting frequent issues: data refresh delays, unexpected segment membership changes, trigger problems, and message delivery failures in government systems
- Wrap-up: exam-aligned checklist, next steps for practice, and common on-the-job scenarios relevant to government operations
Requirements
- A foundational understanding of customer experience and CRM principles, including leads, contacts, accounts, segmentation, and campaign performance.
- Familiarity with navigating Microsoft Dynamics 365 and/or Microsoft Dataverse, as well as the ability to perform basic setup tasks such as creating tables, columns, forms, and views.
- While no programming skills are required, comfort in working with data fields, simple business rules, and spreadsheets is beneficial.
Audience
- Customer experience analysts preparing for the MB-280 certification.
- Marketing operations and CRM specialists responsible for managing customer data, segments, and journey execution processes.
- Dynamics 365 administrators and power users who support Customer Insights for government marketing and CX teams.
14 Hours
