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Shailesh Jain: Customer Insights unifies data across
first party and third party sources to get a single view of
customers. It builds powerful 360-degree contact profiles on
top of rich pools of customer data using artificial intelligence.
In this release, Customer Insights is seamlessly integrated
with Dynamics 365 Marketing, lighting up external segmentation
scenarios, marketers can segment audience within
Customer Insights using rich profiles and then use the same
segment in the marketing app to execute targeted campaigns.
Now, let’s see how this works.
In our story Veronica the marketer is launching a new product
and wants to target individuals having better credit score.
While marketing system does not have the scoring data,
Customer Insights has built this into the profile using third
party sources.
Veronica goes ahead and creates a segment based on these
scores. And her condition is scores greater than 660.
We look at the members of the segment that’s created in
Customer Insights and then we see Albert is one of the
members. We look at Albert and see their credit score, and
that is 660 here. So, it’s a bonified member of the segment.
Now, we see if the Customer Insights is hooked up to be
connected to the marketing app, and we see our Dynamics 365
Marketing app is configured to this Customer Insights.
So, we have the segment built up, we see Albert as a member,
and now we are going to export this segment to our marketing
app.
Once that is done, let’s flip over to the marketing app and
we see Albert is a bona-fide member of the segment, the
same segment that we just created on Customer Insights.
Now, Veronica goes ahead and uses the newly created segment
coming from Customer Insights on their marketing campaign.
So, we observed how marketers can leverage any available
data sources to build contact profiles and easily use them
for precisely targeted segments with the new upcoming
feature.
A/B testing allows marketer to reduce guesswork in their
marketing messaging by experimenting on variations of
messages to find the one with highest impact. For email
marketing, this translates to good open and click rates.
Recipients often make split second decisions on whether to
open an email or not based on what they see on their inbox,
for example, subject line and sender. With the upcoming
Dynamics 365 wave 2 release, marketers can test two
variants of these wheels, subjects from on a small section
of their target segment and send the winner automatically
to the remaining segment. Let’s see how this works.
So, we continue on this story of Veronica. She is trying to do
a partnership for her Contoso Bank. She selects a template
and starts building the email campaign. Now, what we see
here is A/B test. She turns it on, creates a new variation on
subject line. And since you can run multiple tests on the same
email, we give it a name to distinguish our tests. So now,
Version A of the subject line has got personalization, contact
first name. We are looking for partners.
The Version B has no personalization and that is what
Veronica wants to test out. Once she’s done, she’s going to
go live with this email and use it in a customer journey.
So now, Veronica is building a new customer journey and
she wants to leverage the newly created email here.
And as soon as she uses an email, which is enabled for
experimentation, she sees an A/B testing in there. Now,
we have to enable this A/B testing on this campaign and
I do so. With this, the A/B testing lights up on the email
tile and marketer gets the feedback that it’s ready for
experimentation. You can configure many parameters of
the A/B testing, including the version that you want to be the
winner and how to deal with it if the results are inconclusive.
Once the campaign goes live, let’s flip on how this looks on
the insights.
So, this is a running campaign where the email tile is
enabled with A/B testing and I can have a quick view
on how the A/B testing is going on. I can see that time
left is a few hours. 10% experimentation was done on
version A and 10% on Version B and winner is still to be
decided.
The same details can be spread through the email detail
email insights as well, and I can see how each of these variants
A and B are producing at this point of time. And I can see
where B seems to be having a better open rate.
So, we observed how marketers can leverage experimentation
on emails to get the best engagement for the campaigns with
the upcoming A/B testing feature.
With the upcoming Dynamics 365 Marketing Wave 2 release,
marketers can easily include surveys as part of marketing
engagement. This includes automated triggers as well. They
can build surveys using Microsoft Forms Pro and select these
surveys as an email content. On the automated campaigns,
for example, they can send a discount offer to those who
submit surveys by using triggers.
Now, let’s have a look on how this feature works.
Veronica is a marketer who would like to run a product
satisfaction survey towards the end of her campaign. She
goes ahead and creates a survey using Microsoft Forms Pro,
which is very, very easy to use. And now, she’s going to use
that survey in one of her campaigns.
On this campaign, on the final email that she sends out,
she’s going to add in a survey in there
and use the survey we just created.
Now that Veronica has got this survey in her email, she sets
a trigger on the survey submission. If the survey has been
submitted, she has a separate treatment for those contacts
or send a reminder call for those who did not submit the
survey.
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