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Shailesh Jain: Large organizations with multiple customer
bases often use multiple business units to manage their
marketing data certain campaigns.
A parent business unit on the other hand manages centralized
reporting and marketing templates to be propagated across
all the child business units. With this release, the marketing
app now supports all this across various aspects of
marketing execution. For example, differentiated contact
access, segment members, contact insights, and assets
like email templates. Let’s see this with an example.
So in this example, we have got two different persona from
two different business units. So, here, I’ve got David from
Insurance and he has a segment for all the folks from
New York. On the other browser, I’ve got John from
Mortgage, who has exact same definition for all the folks
from New York. However, their member set is totally
different. Here, I see David and Sadie as the members,
while the other business units I only see Angela as the
member. So, it just shows that even though this segmentation
is the same, it’s running in the context of their individual
business units.
Similarly, if I look at the emails, here, I’ve got insurance
rated emails even though they reside on the same
instance as for the Insurance business unit.
On the other hand, on the Mortgage business unit, I see
the digital transformation event registration assets.
Similarly, if I flip to the leads, I see David Li here has
got interaction rated to the Mortgage industry and event
attendance, and if I move to the Insurance business unit,
Cacilia here has the Insurance summit. It just proves that
each of the business units have their own view of the
marketing assets, segmentation, and lead scoring even
though they are part of the same organization. So, we
observed how business units can run their end-to-end
marketing independent of each other even though parent
business units can have a centralized view of all the
marketing activity.
Marketers need to define target segments for their campaigns.
In this release, we have created an improved experience
for creating powerful logic that helps with precise selection
of contacts that you want to target. Most commonly used
segments based on demographic and firmographic details,
interaction records are on the segmentation splash screen.
This helps you get started easily and gradually move onto
advanced scenarios. The new experience even lets you work
across rated entities to establish wide ranging selection
criteria.
Now, let’s see how this works.
So, Veronica is now trying to build a new segment.
She lands into a splash screen which helps her build most
commonly used segments. For example, Demographic
based on the personal information of the contacts in the
database or Firmographic, which is based on the
companies that your contacts belong to, for example, their
size or industry. Or it could be Behavioral like their web
visits collects emails open. You could even manually select
the contacts that went to add to your segment or you
could combine existing segments together, for example,
contacts that are in New York but not in a newsletter
segment. Now, all of these help her get started quickly.
Now, let’s try to build one segment.
Veronica can provide a name to this segment. She can add
attributes from the contact, like for example, which
company the segment belongs to. She can add more
complex logic combining multiple such groups of contacts
to yield a single segment.
Let’s have a quick look on different types of segments.
Now, this one is a simple demographic segment based
on city that is on the contact records and looking if it was
created within last few days. This one is a more complex
segment which is based on a different rated entity
originating with leads. It’s looking at all the leads who
are either hot or warm and they were generated this year.
And this will be the target for the campaign Veronica wants
to run. Now, let’s see a compound segment.
Now, this is a combination of different type of segments,
for example, members from different regions but I’m
combining with the imported data segment from a third
party source together and targeting very precisely.
Veronica can see this visually how these different segments
are getting combined to yield the results that she really
wanted. So, we observed how marketers can easily create
segments without needing to lean on their IT teams and
yet leverage the power of underlying Dynamics 365 data
as well as behavioral data.
Customer journeys pass through many states while you
create, edit, and run them. Often, it’s not clear to users
when they would start sending out emails and this can
make any marketer very, very nervous. You can now view
a full history of these milestones for any customer journey.
This provides a clear visibility into when they would start
executing and if they did indeed start as expected. Now,
let’s get into a quick demo.
So, Veronica is a marketer who has just launched her Contoso
Chairs campaign. And as she clicks into the campaign to
see how it’s doing, she can see the milestones. And from
the milestones, it’s clear when the journey was created,
when it got published, and the fact that it has actually
started. Now, this gives a very clear feedback to Veronica.
So now, let’s look on another journey, Digital Transformation
journey which Veronica is running. Now, we had heard
this feedback that many times journeys don’t start in time
or at least users feel that they do not start in time. Now,
with this clear milestone, we can observe that even when
the journey started but had a delayed start, the system
gives you a feedback that, yes, it did start but it had some
delay. In some extreme scenarios, the journey may not
even have started and this also comes back as a very
clear feedback that the journey is not yet started and it
has already been delayed by 43 minutes.
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