Adaptation of Customer Insights in A Day (CIAD) to a one-hour format.

1. A.I. & CHATBOT COMMUNITY
Customer Insights in an hour

2. • Nico Fernández
• Microsoft MVP
• Presales Director – Infoavan
About me

3. Introduction to Microsoft’s CDP and Customer Insights
Introduction
01
Understanding the different architecture scenarios
Solutions Architecture
02
Step by step, how to work your data with Customer Insights
Working with CI
03
Dynamics 365 and Power Platform integrates with Customer
Insights
Integration scenarios
04
Agenda

4. Customer Data Platform
Product Insights
Customer Insights

5. If
Conversion rate
Top KPIs
Average order value Customer Lifetime Value
Brand affinity Net promoter score Customer churn rate
Returns rate
Customer engagement
score
Average call handling
time
Call / case deflection
Customer count
IT costs
How
Business outcome
Increase sales
growth / cross sell
Increase customer
retention
Reduce cost
to serve
What
Business drivers
Growth
Cost
Goals

6. Making a difference with Customer Insights
Unique customer profiles Activities Measures Segments
Predictions
Status quo
• Customer data is spread across many
data sources
• There is no joint taxonomy to describe
customers and their journeys
• LOB apps and tools do analytics & ML
atop local data
D365 Customer Insights
• Is mapping custom data sources to
Microsoft Common Data Model and
thus helping with semantic integration
across the enterprise
• Is helping to unify customer data and
orchestrate the customer journey across
touch points and channels
• Is enabling better AI because of more
and better data
LOB
Geo & Brand

7. Empower every
organization to unify
and understand its
customer data to
derive insights that
power personalized
experiences and
processes
Dynamics 365 Customer
Insights

8. Key
Benefits
Get

9. Key
Benefits

10. Key
Benefits

11. Configurable & Extensible
Finished SaaS solution
Insights embeddable into
operational CRM of choice
Integrated in one finished solution based
on hyper-scale cloud platform
Ready to run by business users
Time to implement measured
in weeks
Key
Differentiators

12. Customer Insights Approach

13. Key Phases

14. Dynamics
365
Transactional data
Customer
Insights
Behavioral (big) customer data
Enterprise
Data Warehouse
Aggregated data
Web Mobile Social Events Email SMS POS IoT Call Center Service Portal
Enterprise
Reporting
Omnichannel CRM
Process Execution
ERP
Legacy
External
Telemetry
&
Operational
Analytics
Self-service BI
DW REPLICATION
Analytical
Apps
New Analytical Landscape

15. Customer Insights Architecture
Consumption Layer
Customer Insights
App
Power BI embedded Power BI Power Apps Power Automate Contact Card (Sales)
Api Layer
Monitoring &
Debugging
Intelligence Entity Data/ Export Segmentation Configuration Unified Profile
Control Plane Search Entity Metadata Measures Enrichment Unified Activity
Processing Layer
Integration Configuration
Segment
Builder
KPIs, Measures
Builder
Enrichment
Azure ML
Integration
Profile
Builder
Search
Ingested Data Customer Insights Entities Azure ML Azure CosmosDB Azure Search
Ingested
Data
Unified
Customer
Segments Measures Enrichments Intelligence Your Models Your
Models
Unified
Activities
Search Index

16. Web
Abbie.Moss@
Work.com
Cookie: 451
3rd Party
Cloud
Loyalty
Card Holder: 0123453
Microsoft
Cloud
3rd Party
Cloud
Abbie.Moss19
@outlook.com
Microsoft
Cloud
@RealAbbieM
Microsoft
Cloud
Mobile App
Abbie
Facebook
Logon
3rd Party
Cloud
Wi-Fi
Abbie.moss19
@outlook.com
Internally
Hosted
…
Third Party
Data Ingestion

17. Data Ingestion
Import data using
Data Flow
Use your own ADL
Select a Data Source
Power Query is used
to help with
importing your data
sources
Sometimes there are
things you can’t do
in Power Query In
that case you can
use the Advanced
Editor with ‘M’
language
Transform the data
Each dataset you
load will create an
entity
Create Entity

18. DEMO

19. Unification
Process
Map
Match
Merge

20. DEMO

21. Relationships
Measures
Segments
Activities
Work with
data
Non-editable
Custom
Customer attributes
Business measures
Customer measures
Static
Dynamic
Customers Page
Work with the Data

22. DEMO

23. 1010011010010000101010
0111101110110110110101
0100001110010101100101
0100111010100010101000
1011010110110110100010
1011100010101000101000
1011101011000100110100
1101001000010101001111
0111011011011010101000
0111001010110010101001
1101010001010100010110
1 0 1 1 0 1 1 0 1 1 0 1 0 0 1
Data
Enrichment
• Brand Affinity
• Category Interest
• Similar profiles to customers
• Data from the Microsoft Graph
• US Only at this time

24. Data
Enrichment
01 Industry: The system identify the top brands
Choose your own: select up to five items from the
list of brands or interest
Define your brand or interest
03 You can simply impress your audience and add a
unique zing and appeal to your Presentations. Easy
to change colors, photos and Text.
Run enrichment
05 Brand and interest affinities can also be viewed on
individual customer cards
See enrichment data on the customer card
02
Define the demographic segment you want to use
to enriching your customers data
Map your fields
04
Go to My enrichments to review the total number
of enriched customers and breakdown of brands or
interests
Enrichment results

25. Artificial Intelligence
Predictions Custom
Models
• Prerequisites
• Your organization has an instance
set up in the Common Data
Service.
• Your Customer Insights environment
is attached to your Common Data
Service instance
• Production instance of Customer
Insights
• You are not using your own Azure
Data Lake Gen2 Storage for CI
• Based on Fields in an Entity or when
creating a Segment
• Azure Machine Learning Studio
• Requires an Azure Data Lake
Storage Gen 2 storage account
• Hosted as a Web Service endpoint in Azure
• Use Machine Learning to create Measures
or Segments

26. Dynamics 365 integration scenarios
Attract, convert, and retain customers
Personalize customer journey
Gain a 360° view of customers
Unify customer data (transactional, behavioral, demographic)

27. Dynamics 365
integration scenarios
Segments > Marketing list
Segments > Segments

28. Power BI integration
• Prerequisites
• At least two datasets
ingested and unified
in Customer Insights
• Power BI Desktop
• That’s it!

29. Power Automate
integration
• Triggers
• When a data source refresh fails.
• When a data source refresh succeeds.
• When a threshold is crossed on a
segment. The trigger is limited to crossing
above the threshold.
• When a threshold is crossed on a
business measure. The trigger is limited
crossing above the threshold.
• When a full refresh of Customer Insights
(data sources, segments, measures,...) is
completed.
• Actions
• Create Item
• Get Items
• Get Entities
• Get Items from an Entity
• Update Item

30. Power Apps integration
• Available entities
• Customer
• Unified Activities
• Premium connector

31. 모바일 이미지
Get familiarized with the solution.
Create a Demo Environment.
Analyze your systems architecture
to fully understand where is each
piece of your customers data
Get trained.
Reach to a specialist to get the
right help
Where to begin

32. • Blog: nfernandezba.com
• Twitter: @nfernandezba
• LinkedIn: /in/nfernandezba
• Instagram: /nfernandez.ba or nametag
• Facebook: /nafernandezba
• nicolas@nfernandezba.com /
nfernandez@Infoavan.com
Let’s connect

33. A.I. & CHATBOT COMMUNITY
THANKS!