4 things to keep in mind while choosing a customer data platform
Before starting with any hands-on activities with a customer data platform, the following questions must be answered:
What are the different data sources that will be part of the unified customer profiles?
The unified customer profile is built by consolidating the data available in multiple and separate sources. It could be a CRM application, a web analytics platform, an email marketing solution or a POS system.
Dynamics Customer Insights provides multiple connectors to facilitate the process of data ingestion, and the functionality provided by Power Query allows the selection and transformation of the attributes that will be part of the unified profile. The profile unification includes the definition of unique identifiers, AI powered rules to resolve identities, combine datasets, and the resolution of conflicts that might be present.
What are the interaction points that will be shown in the unified customer profile?
Activities are the key interaction points that are visible from the unified profile. Activities are displayed in a timeline view and could include POS purchases, online purchases, online reviews, loyalty rewards, and digital marketing responses.
What are the KPI calculations and data enrichment needs to be identified?
Customer Insights allow the calculation of KPIs using the ingested data. It could be the total online speed, total rewards, average purchase, and more. These KPIs can be calculated at the contact level and be included as a tile in the customer profile or as an aggregate value for a specific segment. Data enrichment can be provided by Microsoft or third-party services.
What external systems will consume data from the unified profile?
Dynamics Customer Insights can be extended to other applications to create a complete solution.
After configuring the necessary components, you can use Customer Insights in conjunction with other solutions in the Dynamics ecosystem like Model driven apps, Canvas apps, Power BI and Power Automate
Model Driven Apps: Using the Customer Card Add-in you can surface the unified profile data in Dynamics Applications like sales and marketing
Canvas Apps: Dynamics Customer Insights can be added as a data source in canvas applications
Power BI: Power BI Desktop Add-in can be used to create visualizations for the Customer Insights data
Power Automate: It can be used to trigger events when data in customer insights changes