As your business grows, so does your customer data. Managing this information in separate systems can be a challenge when coordinating campaigns and building an accurate customer view.
What if there were a way to unify behavioural, transactional, and demographic data across platforms and use it for reporting and exporting into other systems?
Also, how could you enrich that data to provide further important information to help with scenarios such as ad targeting?
Here’s where Dynamics 365 Customer Insights – Data can be your unified data platform solution to help you better understand your customers.
It connects data across touchpoints, including transactional, demographic, and behavioural data across sales, marketing, and customer service teams. You can use your unified customer data to help personalise journeys and ad targeting across channels, improving customer retention.
This application is included with each Dynamics 365 Customer Insights licence, in addition to the real-time journeys and event planning modules.
How Customer Insights – Data Works
Dynamics 365 Customer Insights – Data collects information from various sources like CRM, websites, and social media to create a complete profile of each customer.
It uses AI to analyse this data, find patterns, and predict behaviour. The platform groups similar customers together, making it easier to personalise marketing messages for specific segment groups. It provides reports that show what’s happening with your customers, helping you make informed decisions.
You can supplement your data with external sources such as Experian. Enrichment services help you build a deeper understanding with additional demographic data, such as household size and income.
Customer Insights – Data includes the capability to export data profiles and tables to external systems and tools such as Facebook Ads, Mailchimp, and Adobe Campaign, which can be used for precise targeting in marketing campaigns.
Let’s examine how the product can help you improve your marketing campaigns.
1. Personalised Email Marketing for Higher Engagement
Unifying data from multiple sources means quickly creating highly targeted audience segments based on past purchases and demographics. Customer Insights – Data analyses historical purchase behaviour and browsing history to automatically segment customers.
With created segments, you can develop personalised email messages, such as sending targeted product recommendations to specific groups, resulting in higher engagement and conversion rates.
In eCommerce scenarios, you could also identify customers who have abandoned their shopping carts and send them a personalised email with product recommendations and a limited-time discount.
You can also configure prediction models based on your data to refine segments for precise targeting.
Customer Insights – Data segments are automatically synchronised with the Real-Time Journeys module so communications can be immediately sent to these segments without additional configuration.
2. Optimised Ad Targeting
Utilising AI-driven insights on customer preferences and behaviours helps you allocate ad budgets more effectively.
For example, the platform might identify that a certain segment responds better to social media ads than display ads, allowing for budget reallocation to maximise ROI. You can export these segments to platforms like LinkedIn Ads or Google Ads.
This intelligence enables you to run highly targeted campaigns showcasing relevant products and services to people who are most likely to convert.
This approach helps maximise ad spend efficiency and improves marketing ROI.
3. Cross-Selling Products Based on Customer Data
The platform can identify customers who have purchased Product A but not the complementary Product B. This helps marketing teams create targeted campaigns to promote Product B to these specific segments, increasing the likelihood of additional sales. For example:
- Cross-Sell Email Campaigns – A customer who recently purchased a subscription or service might receive an email suggesting an upgrade to enhance their experience and grow account value.
- Targeted Digital Ads – Customers who have bought a high-value product but skipped related accessories could be served dynamic ads showcasing the benefits of completing their setup.
- Loyalty and Retention Strategies – Identifying frequent buyers who haven’t engaged with a specific service can trigger exclusive offers or incentives to encourage adoption.
4. Churn Prevention Campaigns
Predictive analytics helps you identify customers at risk of leaving. These insights means you can proactively intervene with retention strategies by analysing behavioural patterns, engagement levels, and transaction history.
How It Works:
- Early Warning Signals – The system detects declining engagement, reduced purchase frequency, negative sentiment in customer interactions, or long gaps between logins.
- Customer Segmentation – At-risk customers are grouped based on their behaviour, allowing for more precise targeting.
- AI-Driven Recommendations – Customer Insights – Data suggests the best retention strategies based on past successful interventions.
By using predictive insights, teams can shift from reactive churn management to proactive retention, improving customer lifetime value and reducing attrition.
5. Event-triggered Marketing
Customer Insights – Data can automatically trigger actions based on specific customer behaviours or events.
For instance, if a customer repeatedly browses a particular product category without purchasing, this could trigger a limited-time discount offer for items sent by SMS text or email, increasing the prospect of conversion. This could be accompanied by social ad targeting.
You could also trigger an action when a customer leaves a review. Another triggered action could be an email to share resources such as FAQs and Knowledge Base articles when a customer reaches out for support to encourage the use of self-service resources.
Unify Data and Take Action with Customer Insights – Data
These are just a few ways to improve marketing performance by using Customer Insights – Data.
It’s a powerful tool but requires initial configuration to map your existing data for unification. At ServerSys, we have deep experience supporting D365 Customer Insights. If you want help importing data, creating segments, profiles, or consultancy to maximise its capabilities, please get in touch.
Related
- Dynamics 365 Customer Insights – Journeys and D365 Marketing Glossary
- Calculating the ROI of Dynamics 365 Customer Insights
- Beyond Bulk Emails: How Customer Insights Triggers Transform Marketing Engagement
- Don’t Hit Send Until Using This D365 Customer Insights Checklist
