Describe the core capabilities of Dynamics 365 Customer Insights-Data
A typical organization has customer data scattered across different data repositories. For example, sales related data might be stored in their Customer Relationship Management (CRM) system, and a customer’s purchase history might be stored in their Point-of-Sale (POS) system. By having these different, disconnected data sources, you risk not gaining a clear picture of who your customer is. As a result, it makes it challenging to meet the individual needs of each customer throughout their entire journey with your company.
Customer Insights - Data brings together your organization’s transactional, behavioral, and demographic data across all your data silos to create a 360-degree view of your customers. You can analyze customer interactions and usage with cross-channel analytics and harness the data to drive informed decisions, automate processes, and personalize customer engagement across channels.
At a high-level, this process looks like:
Ingest data into Customer Insights - Data: Defines the data sources that your data is coming from. Data can be ingested from a wide range of data sources through built-in connectors that connect to many different data providers.
Create customer profiles: Customer profiles are created through unifying the data ingested from your different data sources into a single profile.
The unification process includes:
Profile mapping: This is where you identify which tables and fields from your data are used to identify the customer record such as a customer number.
Matching: When matching, you define rules to merge your data sets into a single unified profile. These rules determine which fields from each dataset are used in the matching process.
Merge into a unified profile: Completes the process and reconciles any conflicts that might be present.
Define activities: Activities help to consolidate your customer activities across data sources and put them into a timeline view. These activities might represent things like interactions, or purchases.
Enrichment your data: Enrichment uses data from other sources to help you better track brand affiliation and loyalty across hundreds of different brands and several interest-categories.
Define measures: These measures are the KPIs that best reflect the performance and health of your business. The KPIs might represent satisfaction levels, revenue targets, or performance levels.
Create segments: With segments, you can easily group your customers based on demographic, transactional, or behavioral customer attributes.
Activate Customer Insights – Data in other applications: Using data in other apps is the main purpose of Customer Insights – Data. You can take items like the segments that you created and consume them in other applications such as Google Ads, Customer Insights – Journeys, and more.
By utilizing Customer Insights - Data, your organization can create more targeted customer segments. These segments are based on data from all your organization’s sources, including enriched data that provides specific brand and demographic information. This means that by analyzing relevant data, your organization can better understand its customers and tailor its strategies accordingly.