Explore a Dynamics 365 Customer Insights - Data business scenario
Contoso Coffee is a global coffee distributor. They produce their own line of gourmet coffee, and residential and commercial coffee machines. Their gourmet line of coffee and their coffee machines are sold through retail channels including Contoso Retail stores, which are often located in premium locations, premium food resellers, and the Contoso Coffee web site. Contoso Coffee’s marketing team handles finding new sales leads, running product launch campaigns, and managing customer journeys. Contoso Coffee also employs a sales staff who is responsible for selling their products. The marketing team at Contoso Coffee finds new sales leads, runs product launch campaigns, and manages customer journeys.
Contoso Coffee’s marketing team has been using Dynamics 365 Customer Insights - Journeys for the past several years to manage both their real-time and outbound marketing efforts. While they do have the bulk of customer engagement data in Dynamics 365, they also have customer data stored in multiple applications. Any orders placed through Contoso’s website are stored in Contoso’s ecommerce system. Any sales made in their retail stores are stored in Contoso’s Point of Sale (POS) system. Having data in multiple systems makes it challenging when trying to build customer segments. Key information, such as how much the customer spent with Contoso, isn't data stored in Dynamics 365 Customer Insights - Data. They also don't have any demographic information related to their customers such as household income, interests, etc.
Contoso Coffee is about to release their new product, the Café’ A-100 Automatic. This smart coffee machine is equipped with multiple IoT sensors that monitor the machines performance in real-time providing insights around the number of cups served, temperature, and cleaning regimens. Additionally, the consumer can set standards related to taste and temperature and let the machine do the work. The Café A-100 Automatic is a premium machine that costs almost 75% more than most of Contoso’s other machines. For this reason, many of Contoso’s traditional customers aren't going to be interested in this machine.
A marketing manager is tasked with running the launch campaign for the new machine. They target ideal candidates who either have a high household income, have made significant past purchases with Contoso Coffee, or simply prefer expensive coffee. Since most of this data isn't stored in Dynamics 365 Customer Insights - Journeys, the marketing manager can use Dynamics 365 Customer Insights - Data to create a unified customer profile for each customer that includes data from Dynamics 365 Customer Insights - Journeys, Contoso’s ecommerce system, and their POS system. Additionally, the marketing manager enriches each customer profile with financial data from third parties to identify customers whose annual household income is over $150,000. Once they identify these customers, they import the customer segment into Dynamics 365 Customer Insights - Journeys, where they add the customer segment to the Café A-100 Automatic Customer Journey. This helps to ensure that Contoso Coffee is targeting best customers for this new product. This process increases Contoso's chances for success.
Now that we walked through an example scenario of how you can create more targeted customer segments based on information across all your organizations different data silo’s, let’s examine some of these features in greater detail.