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Course Outline
Customer Insights and MB-280 Orientation
- An overview of what MB-280 assesses and how Customer Insights supports customer experience delivery
- Differences between Customer Insights - Data and Customer Insights - Journeys: typical use cases and handoffs
- Core building blocks: profiles, activities, segments, measures, journeys, channels, and compliance
- Lab setup approach: utilizing a sandbox environment, sample data, and safe publishing practices
Connect, Ingest, and Prepare Customer Data
- Common source patterns: Dataverse and Dynamics 365 apps, file imports, and basic connector concepts
- Mapping fields and applying practical transformations (types, formats, normalization)
- Data quality checks: assessing completeness, consistency, and monitoring refresh and import results
Unify Data into Customer Profiles
- Defining the profile model and selecting key customer attributes for marketing and analytics
- Identity resolution in practice: match rules, confidence levels, and common tradeoffs
- Validating unified profiles: handling duplicates, edge cases, and verification techniques
Segments, Measures, and Activation Readiness
- Creating attribute-based and behavior-based segments and validating membership
- Building measures and simple KPIs utilized by marketing and customer experience teams
- Translating insights into action: selecting audiences, timing, and channel strategy for journeys
Journey Orchestration and Channel Setup
- Journey types: segment-based journeys and trigger-based journeys, including when to apply each
- Orchestration basics: waits, conditions, branching, frequency control, and exclusions
- Channel foundations: email and SMS prerequisites, sender and subscription basics, and testing approaches
Build, Test, Publish, and Optimize Journeys
- Creating content assets: templates, personalization fields, previews, and basic approvals
- Testing end-to-end: test contacts, trigger validation, link tracking checks, and safe rollout procedures
- Publishing and operational control: starting, pausing, stopping, and versioning considerations
- Analytics and optimization: interpreting engagement metrics and making practical improvements
Consent, Compliance, and Troubleshooting
- Consent and preference management: purpose, common models, and operational implications
- Compliance profiles, suppression lists, and honoring opt-out preferences across channels
- Troubleshooting common issues: data refresh delays, unexpected segment membership changes, trigger problems, and message delivery failures
- Wrap-up: exam-aligned checklist, next steps for practice, and common on-the-job scenarios
Requirements
- Basic understanding of customer experience and CRM concepts, including leads, contacts, accounts, segmentation, and campaign performance
- Familiarity with Microsoft Dynamics 365 and/or Microsoft Dataverse navigation, along with basic setup tasks (tables, columns, forms, and views)
- No programming experience is required, though comfort 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 who manage customer data, segments, and journey execution
- Dynamics 365 administrators and power users supporting Customer Insights for marketing and CX teams
14 Hours
