sal fy22dynamics 365 customer insights –b2c
TRANSCRIPT
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Introduction
The Story
Contoso is a leading manufacturer of deluxe coffee machines and sell both B2B and B2C.
Contoso’s new entry level B2C coffee machine is a sustainable, highly eco-friendly model that produces minimal
packaging waste. They are creating a new campaign to support and amplify the launch, called “Coffee with conscience .”
Contoso’s new sustainable Coffee Machine model has a very slim gross margin along with a h igh customer acquisition
cost. These challenges are compounded by continued declines in Brand loyalty and CSAT. Contoso needs to ensure their
new marketing campaign “Coffee with conscience” can successfully reach the right target and solidify the brand identity.
Contoso’s data is siloed in disparate locations a reality that has blocked the marketing team from understanding how to
achieve their campaign goals.
Contoso can leverage their unified data to identify and target customers for their new marketing campaign. They can also
create and activate a loyalty program that incentivizes high margin add-ons and offers for a subscription model to unlock
recurring revenue and increase brand loyalty.
With Customer Insights companies can:
• Get the most complete view of customers – Bring together and unify all your data with ease.
Transactional, observational, and behavioral data can be used in real-time with prebuilt connectors to
create persistently up-to-date profiles.
• Unlock powerful insights with limitless analytics - Using the combined power of Customer Insights
and Azure Synapse allows customers to bring in additional sources of data—operational, financial,
structured/unstructured as well as IoT and big data all into the same Azure Data Lake stored in a Common
Data Model schema for end-to-end analytics.
• Enrich customer data – Customers can build richer customer profiles with first and third-party signals
such as Microsoft proprietary audience intelligence on brand affinity and interests, product/service usage,
market trends, firmographics, location and customer feedback as well as audience intelligence contained
within Microsoft Graph..
• Drive personalized engagement across channels – Customer profile cards and insights can be
embedded into Dynamics 365 and 3rd party apps such as analytics, email marketing, advertising and
customer engagement platforms. Empower marketing, sales, and service professionals with out-of-the-
The Challenge The Solution The Products
Customer data is siloed in disparate
locations, preventing Contoso from
developing brand identities and
marketing campaigns that resonate
deeply.
Customer Insights helps Contoso
standardize customer data from all
sources to create and enrich robust
customer profiles. Victor, the Data
wrangler at Contoso, is now able to
create a 360-degree view of Contoso
customers.
Dynamics 365 Customer Insights
helps organizations unify customer
data from all sources to get a holistic
view of customers.
FY22 Dynamics 365 Customer Insights – B2C
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box, contextual customer insights. Use real-time decisioning to power ad targeting, web personalization,
marketing campaigns, guided selling/clienteling, and proactive customer services
Prerequisites
This demo uses the following personas:
• Data wrangler: Victor Metcalf
• Customer: Claudia Mazzanti
Credentials
Sign into the primary demo environment using the following credentials:
• Username: [email protected]
• Password: Dyn@mics365!
Environment
https://home.ci.ai.dynamics.com/app/home?instanceId=807bb95e-2179-45dc-8832-fcc1d24e3a2d
**Please check the environment you are connected to at the top right “Environment” after logging in. Please check
“Primary target audience” – “Individual consumers” in the left navigation.
Table of Contents
Scenario Demo Persona Credentials
Get a holistic view of customers
Data Wrangler Username: [email protected]
Password: Dyn@mics365!
Discover insights and take actions
Manage consent of customers
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Scenario 1 – Get a Holistic View of Customers
Visuals and Technical Information Script and Actions
Home Page
In Dynamics 365 Customer Insights, organizations
can understand their customers by unifying and
enriching enterprise data to create rich, customer
profilesdrive personalized experiences across
channels.
On the Home page, a data wrangler at Contoso
Coffee, Victor, can see a comprehensive view of
customers’ Segments, Measures, Intelligence
Prediction Models, and available data sources.
Ingest Data
To help improve Contoso’s marketing
communications and sell more smart coffee
machines to B2C customers, Victor can easily ingest
Microsoft proprietary audience intelligence,
including firmographic customer data.
1. To view the data sources being used, click
Data on the left nav bar
2. Click Data sources
Pre-built connectors simplify the process of pulling
in data from many first-party and third-party data
sources, such as Dynamics 365, Azure SQL Database,
Azure Blob storage, Salesforce, and SAP.
Map
The data unification process brings together data
locked in disparate systems and applications to
create a master customer data set, for a more
complete view of customers.
Creating a unified view of the record is a three-step
process. The first step is mapping the data fields to
Common Data Model (CDM).
1. In the left navigation, under Data, click Unify
2. Ensure that the Map tab is selected
Map is the first stage in the data unification process,
and with Map, there are two main goals: to select
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entities and to select attributes to identify data types
such as ID and location as city.
In this example, Victor reviews the map of the
Dynamics 365 and non-Dynamics 365 sources to
CDM generated by the system.
Match
The second step is defining match rules to ensure
the correct records from different systems are
combined into one.
3. At the top, next to the Map tab, click the
Match tab
4. Click the down arrow to expand the list items
to see the match rules
The Match phase allows data wranglers like Victor to
specify how to combine customer data sets into a
unified customer profile using deterministic and
probabilistic matching. Victor can also evaluate the
quality of match pairs and define rules to
improve them.
Merge
The final step is to run the merge for conflict
resolutions.
5. At the top, next to the Match tab, click the
Merge tab
Conflicting data, such as customer names or phone
numbers, might appear in different formats in data
sets for the same record. For example, a phone
number may use parenthesis for the area code or
the area code, telephone prefix and line number
may be separated by dashes.
The primary purpose of this step is to reconcile
conflicting data.
Enrichment
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Victor can perform one more step in his quest to
create persistently up-to-date profiles. He can enrich
the data to build richer customer profiles. First and
third party signals such as Microsoft proprietary
audience intelligence on brand affinity and
interestsdata, product/service usage and
morethanks to the integration with Microsoft
Graph.
1. Go to Customers
2. Search for Claudia Mazzanti
3. Click on Claudia’s record
4. View Potential Interests and Brands as two
separate cards
Conclusion Customer Insights helps Contoso unify their customer data, including structured/unstructured zero, first, second and third
party data, from all their sources to create unified, enriched customer profiles. Victor has created a 360-degree views of
Contoso customers and is discovering new/richer customer segments.
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Scenario 2 – Discover Insights and Take Actions
Visuals and Technical Information Script and Actions
KPIs
After a system admin completes the data unification
process to create unified and enriched customer
profiles, data wranglers like Victor can discover
actionable insights in Dynamics 365 Customer
Insights.
Out-of-the-box AI/ML tools in Customer Insights
transform this data to reveal insights about
potential subscription churn, transactional churn,
customer lifetime value and sentiment analysis. This
information yields predictive product
recommendations – accelerating time to value.
Victor also has the option of building custom AI/ML
models with Azure Synapse Analytics - a limitless
analytics solution that significantly reduces project
development time and enables breakthrough price-
performance. By bringing their own Azure machine
learning models into Customer Insights Contoso can
create uniquely tailored predictions on their unified
customer data.
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Data wranglers can also leverage measures to
determine which customers marketers should target
for marketing campaigns. These measures may
include, for example, accounts that purchased high
value items or customers with high lifetime value
with >$1,000 average online spending.
1. Select Measures on the left nav bar
2. View list of measures created
AI Driven Segments
Dynamics 365 Customer Insights enables data
wranglers to easily build customer segments using
ingested customer data.
In this example, a few customer segments already
exist. Victor can drill into any of the segments to
take a closer look.
1. Select Segments from the nav bar
2. View list of available customer segments
3. Click on segment name, such as High Churn
Customers
Victor can see details about the customer segment,
including a graph of the segment over time, and a
list of segment members.
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Activate Insights
Now that we’ve seen the power of data
configuration and segmentation, let’s look at how
this comes to life in day-to-day business operations.
Data wranglers with an *Admin role can export
unified customer data across a variety of business
apps and tools to create campaigns on platforms
such as Facebook, Instagram, and LinkedIn.
*The image is available if the user has an Admin role.
In this demo the user has a viewer role so that the
feature is not available.
In the Admin nav bar, the Connections option is
available.
Using both Dynamics 365 Customer Insights and
Dynamics 365 Marketing (Outbound) enables Victor
to seamlessly transfer segments created in
Customer Insights to the marketing team for their
use in creating and executing marketing campaigns.
Additionally, Facebook Ads Manager enables
organizations to create custom or lookalike
audiences on Facebook with unified customer
profile data, and to use the audiences for campaigns
on Facebook and Instagram.
Conclusion Customer Insights helps Contoso unify their zero, first, second and third party customer data from all sources to create
unified customer profiles and to enrich those profiles with first and third party signals. Victor has created a 360-degree
view of Contoso customers. He can create new/richer customer segments with AI-driven recommendations or define
Contoso’s own segments to target marketing campaigns, sales activities, and proactive customer support.
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Scenario 3 – Manage Consent of Customers
Privacy and compliance are sacrosanct when it comes to customer data. In this new privacy-first world, consent funnels are
as important as purchase funnels. It’s no longer about collecting more data, but rather collecting , using and maintaining
control of your customer data.
Contoso Coffee relies on Customer Insights as a productive and trusted platform that supports the most stringent
compliance requirements and the General Data Protection Regulation (GDPR) through built-in privacy, security, and
governance tools. Contoso enabled a set of no-code consent capabilities in their instance of Customer Insights, their
Customer Data Platform (CDP), to empower their data wranglers to integrate and harmonize consent data from multiple
sources. Now, Contoso’s marketers and data wranglers can easily honor the consent given by their customers within the
workflows they already use in Customer Insights.
Visuals and Technical Information Script and Actions
Ingest Consent Data
Contoso Coffee is launching a new Eco-Friendly
Coffee Machine and wants to run a promotional
email campaign letting their customers know about
the new product. Adhering to their customers’
consent for email communications was a tedious
task in the past, but not anymore!
Victor, Contoso’s data wrangler, discovers the
consent enablement capabilities in Dynamics 365
Customer Insights.
Note:
*Access to the feature is available if the user has an
Admin role. In this demo the user has viewer role
so that the images for the feature are provided.
1. Click System under Admin in the left
navigation
2. *Click Go to Consent Center button in
Consent (preview) tab
Victor starts integrating Contoso’s consent data
using Power Query, which is Microsoft’s self-service
data preparation platform for big data.
3. *Click Import consent data
4. *Select consent type, either Purpose or
Subscription
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5. *Select a data source connection to ingest
data
Next, Victor maps the consent data into a simplified
canonical Consent data model. He can set the
cadence for data refresh. In this example, Victor sets
a schedule to refresh the data daily.
Set Consent Rules
Once the consent data is integrated, Victor can
setup actionable consent rules that are available
across business processes, defining what actions
(inclusion and exclusion) to perform for each
consent type and value.
1. *Click Manage rules
2. *Select Include/Exclude option for contacts
3. *Select consent such as “Do not contact”
and/or “Do not sell to third party”
4. *Select OptedIn/OptedOut option
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5. *Click Next
6. *Select a purpose item and/or a subscription
item from the list
7. *Click Next and Set rules
8. *Click Activate consent rules in Customer
Insights button
Victor selects “Do not sell to third party“ and “Do
not contact“ to apply as default consent rules across
all segments in Customer Insights.
Enable Consent Rules in Segments
Consent data is now seamlessly integrated with
Customer Insights. Next, Victor turns on default
consent checks.
9. *Click on Segments in Consent tab
10. *Select EMail for a customer profile attribute
All segments created within Customer Insights will
automatically enforce consent checks, seamlessly.
This ensures marketers and data wranglers can
focus on building segments and be confident they
will remain compliant with local, regional and cross-
geography regulations such as the General Data
Protection Regulation (GDPR) or the California
Consumer Privacy Act (CCPA) as well as data privacy
policies.
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Victor, a data wrangler, starts building the segment
for the campaign in West Coast customers and
notices that the segment already enforces default
consent checks.
11. Click Segments in the left navigation
12. *Select and open West Coast Customers
segment with Edit button
13. *Click Close
Victor is relieved to discover that Consent checks
are one less thing that he must worry about.
In fact, he can even disable the default consent rule
on a segment if it is marked as allowed by
administrator.
Victor disables the default setting and adds a
custom rule. Custom rules are used for tracking and
analytics for a segment. They can support actions
such as identifying customers who are subscribers
and to whom an important subscription notification
needs to be sent.
14. *Select and open FairTrade Coffee
Subscription Customers with Edit button
15. *Turn off the Default rules button
16. *Add Tracking and Analytics consent rules
17. *Click Run
Improve AI Predictions with Consent Data
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Before:
After:
The integration of consent data into Customer
Insights, makes it easier for a data wrangler to
include consent data in AI/Machine Learning
models. Custom models can be built using Azure
Synapse Analytics. Training helps fine-tune AL/ML
models for custom predictive insights.
There are also out-of-the-box Machine Learning
templates to predict upsell/cross-sell, Subscription
Churn, Transactional Churn, and Customer Lifetime
Value (CLV) as well as Sentiment Analysis (PREVIEW).
Victor compares the results of purchase Transaction
Churn (before) and purchase Transaction Churn with
consent data (after).
He finds overall churn risk has decreased, and he
sees improvement and more accurate prediction
results.
For example, Overall transaction value is decreased
in 0.64%, Days since last transaction decreased in
3.27% and more improvements are found in other
influential factors as well.
1. Go to Intelligence in the left navigation
2. Click and open Transaction Churn
3. Check the Impact on churn risk percentile
results
Note
The prediction results in the application will be
slightly different from the image left due to refresh
occurring periodically to train AI model.
Conclusions Customer Insights is a productive and trusted platform that supports the most stringent compliance requirements and
mandates such as the General Data Protection Regulation (GDPR) through built-in privacy, security, and governance tools
while allowing customers to retain full ownership of their data.