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Course Outline
Customer Insights and MB-280 Orientation
- What MB-280 assesses and how Customer Insights supports customer experience delivery
- Customer Insights - Data vs Customer Insights - Journeys: typical use cases and handoffs
- Core building blocks: profiles, activities, segments, measures, journeys, channels, and compliance
- Lab setup approach: using 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: 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, 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 used by marketing and customer experience teams
- Turning insights into action: choosing audiences, timing, and channel strategy for journeys
Journey Orchestration and Channel Setup
- Journey types: segment-based journeys and trigger-based journeys, plus when to use each
- Orchestration basics: waits, conditions, branching, frequency control, and exclusions
- Channel foundations: email and SMS prerequisites, sender and subscription basics, and testing approach
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
- 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, and honoring opt-out across channels
- Troubleshooting common issues: data refresh delays, segment membership surprises, trigger problems, and message delivery failures
- Wrap-up: exam-aligned checklist, what to practice next, and common on-the-job scenarios
Requirements
- Basic understanding of customer experience and CRM concepts such as leads, contacts, accounts, segmentation, and campaign performance
- Familiarity with Microsoft Dynamics 365 and/or Microsoft Dataverse navigation, plus basic setup tasks (tables, columns, forms, and views)
- No programming is required, but comfort working with data fields, simple business rules, and spreadsheets is helpful
Audience
- Customer experience analysts preparing for MB-280
- Marketing operations and CRM specialists who manage customer data, segments, and journey execution
- Dynamics 365 administrators and power users who support Customer Insights for marketing and CX teams
14 Hours
Delivery Options
Private Group Training
Our identity is rooted in delivering exactly what our clients need.
- Pre-course call with your trainer
- Customisation of the learning experience to achieve your goals -
- Bespoke outlines
- Practical hands-on exercises containing data / scenarios recognisable to the learners
- Training scheduled on a date of your choice
- Delivered online, onsite/classroom or hybrid by experts sharing real world experience
Private Group Prices RRP from €4560 online delivery, based on a group of 2 delegates, €1440 per additional delegate (excludes any certification / exam costs). We recommend a maximum group size of 12 for most learning events.
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