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MB-910 D365 Fundamentals(beta) > Fundamentals of D365 Marketing > Flashcards

Fundamentals of D365 Marketing Flashcards

1
Q

What is marketing in it’s simplest form?

A

It is the process of identifying the needs and wants of potential buyers, and providing goods and sercices to meer or exceed the expectations of those potential buyers

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2
Q

What are the 3 key elements of the concept of Marketing?

A

1) Needs
2) Wants
3) Demands

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3
Q

In Marketing, how is the Need element defined?

A

A need is something that people must have in order to live healthy, stable, and safe lives

For example, physical needs like food, water, or shelter, and psychological needs like self-esteem

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4
Q

How is the Want element of marketing defined?

A

A want is something that isn’t necessary, rather something that is desired, wished for, or aspired to.

Wants aren’t essential to basic survival and are often shaped by culture

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5
Q

In Marketing, how is the Demand element defined?

A

Needs and wants can become demands when they are backed by the ability to be paid for by many people. Knowing when there is demand is essential. Being able to spot the difference between want and needs vs demand.

For example, a family that wants a bigger house isn’t necessarily a demand. But if a school district is being built, then there will be demand in the surrounding area for houses.

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6
Q

What is the elevator pitch for D365 Marketing?

A

D365 is a marketing automation software that helps you and your company identify the right leads and nurture them into customers.

D365 Marketing lets you run multi-channel marketing campaigns so that you can target, attract, and engage with customers where you need to.

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7
Q

What channels can you target customers with in D365 Marketing?

A

1) Email
2) Web
3) Events
4) Texts
5) Custom Channels

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8
Q

What are the steps in the Customer Journey, for lets say, a home buyer?

A

1) Identify potential buyers
2) Engage with potential buyers
3) Send to sales
4) Deliver home

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9
Q

What can organizations use D365 Marketing for?

A

1) Create graphical email messages and online content to support marketing initiatives
2) Design interactive customer journeys to nurture leads with personalized experiences
3) Tap into LinkedIn’s business prospects
4) Share information across teams
5) Know your leads better
6) Organize and publicize events
7) Analyze and document your marketing return on investment (MROI)
8) Prioritize leads for more wins
9) Make survey results more actionable
10) Configure and expand the application

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10
Q

How is D365 used in creating email messages and online content to support marketing intiatives?

A

You can create customizable templates for email and landing pages

Creating content is easy by using drag-and-drop tools

You can personalize messages and set up lead scoring to help support marketing initiatives

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11
Q

What are some things you can do when using the journey designer to create interactive customer journeys?

A

Use the journey designer to create automated multi-channel campaigns

Use the journey designer to generate follow-up activities, launch workflows, and more

Contacts in your target groups travel down a customized path based on their interactions and indentifies your best prospects

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12
Q

How is LinkedIn used with D365 Marketing?

A

You can import leads you generated in LinkedIn right into D365 Marketing enabling you to quickly target and connect with the right LinkedIn audiences

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13
Q

How does D365 Marketing enable you to know your leads better?

A

Connected processes and a single source of information ensure that sales and marketing have the latest data including key contacts, recent activities, past purchases, and open opportunities

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14
Q

How does D365 Marketing give you the ability to organize and publicize events?

A

1) D365 Marketing keeps all of the information about your event venues, logistics, ticketing, sessions, speakers, and sponsors all in one place
2) Host webinar events easily by using the Microsoft Teams integration
3) Generate event websites where attendees can view event information and register online
4) Events can be integrated into your marketing emails and customer journeys

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15
Q

How can you analyze and document your marketing ROI(mROI) in D365 marketing?

A

You can utilize dashboard and reports to track performances of your marketing initiatives to help identify your best lead sources and marketing activities

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16
Q

How do you prioritize leads for more wins in D365 Marketing?

A

You can set up automated lead scoring rules to identify your hottest leads based on their interaction with your events and customer journeys

When a lead meets a “sales-ready” score, they can be automatically routed to a salesperson to follow-up while the lead is hot

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17
Q

What are the bundle of apps and solutions that D365 Marketing comes with to support marketing departments and coordinate with sales?

A

1) Core marketing features
2) Event management features
3) D365 Customer Voice
4) D365 Connector for LinkedIn
5) D365 Portals

All of these capabilities and features are fully integrated to provide a complete marketing solution

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18
Q

What are examples of some of the core marketing features that comes with D365 Marketing?

A

Core marketing provides email marketing, customer journeys, behavior tracking, lead scoring, marketing pages, and more

The features above form the core features of D365 Marketing

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19
Q

How does Event Management help marketing teams?

A

Event Management feature gives marketers the ability to organize and promote in-person or webinar events, which include an online portal that attendees can use to review the event schedule, speakers, and to register for the event

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20
Q

What does D365 Customer Voice give marketers the ability to do?

A

Create online surveys and analyze the result

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21
Q

How does D365 Connector for LinkedIn help marketers?

A

They can import leads generated with LinkedIn’s tools directly into D365

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22
Q

D365 Portals can help marketers in what ways..?

A

The marketing app can use D365 portals to publish its event website, marketing pages, and online surveys

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23
Q

How is Marketing Automation defined?

A

Software that automates marketing tasks which are typically centered around nurturing leads through targeted content that addresses prospects needs when they want it

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24
Q

How is Marketing Operations defined?

A

Everything that happens in your marketing automation and customer engagement platform that enables delivery of the right message at the right time to people interested in your products and services

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25
Q

What is a Marketing Campaign?

A

Promotes products through different ty[es of media such as TV, radio, print, and online platforms

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26
Q

How is Digital Marketing defined?

A

Any form of digital communication that is used to persuade people to purchase a product or service

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27
Q

How is Events Marketing defined?

A

A strategy used to promote brands, products, or services through in-person or real-time engagement. Events can be online or off-line.

Companies can be hosts, participants, or sponsors

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28
Q

Define Key Performance Indicator(KPI)

A

KPI tracks progress towards marketing goals

They enable you to continuously evaluate performance, adjust and optimize your marketing strategy

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29
Q

Define Product Marketing

A

Product Marketing is the process of bringing a specific product to market and ensuring the product is successful

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30
Q

How is Brand Position defined?

A

How you differentiate yourself from your competitors and how consumers identify and connect with your brand

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31
Q

How is Brand Awareness defined?

A

The overall extent to which people can recall and recognize your brand

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32
Q

How is Lead Nurting defined?

A

Educating and building prospects trust to help guide them through the buyer’s journey.

The intent of nurturing is to provide prospects a unique experience that keeps them coming back for more, and eventually converts them into customers

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33
Q

How is Customer Journey defined?

A

A way of tracking and guiding a customer’s experience with your company from a visitor’s first interaction all the way to when they sign a deal

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34
Q

What is a Landing Page?

A

A webpage optimized for lead generation.

Successful landing pages have well-defined content and clear conversion paths

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35
Q

How is Customer Segmentation defined?

A

The process of dividing customers into groups based on common characteristics so you can market to each group effectively and appropriately

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36
Q

What is Lead Scoring?

A

A methodology used to rank prospects against a scale that represents the perceived value that each lead represents to the organization

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37
Q

What are the key components in D365 that you’ll work with to build and drive your marketing efforts?

A

1) Customers
2) Marketing Execution
3) Lead Management
4) Internet Marketing
5) Marketing Content

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38
Q

What is the Customers component in D365 Marketing about?

A

Customers represent the individuals you will be targeting as part of your marketing efforts, and there’s multiple options to manage your customers in D365 through using contacts, segments, and subscription lists

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39
Q

Contacts, what are contacts?

A

Contacts represent the individuals that D365 Marketing content and activities are targeted towards

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40
Q

Segments, what are segments?

A

Segments group related contacts together so that you can target them with customer journeys

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41
Q

Subscription Lists, what are subscription lists?

A

Subscription Lists store details related to contacts who have elected / opted out of marketing emails

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42
Q

What is the Marketing Execution component about in D365?

A

It is the section in D365 Marketing where you’ll create marketing emails, develop customer journeys, and deliver social posts

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43
Q

What is the Marketing Emails feature in Marketing Execution about?

A

Marketing Emails represents the content sent to contacts. Content and items like images, videos, and other components can be stored within D365 so they can be easily used and re-used in content

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44
Q

What is the Social Posts feature in Marketing Execution about?

A

It allows you to author and schedule social media content that can be posted to popular social media platforms such as Facebook, Twitter, and LinkedIn.

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45
Q

What is the Customer Journeys feature in Marketing Execution about?

A

It is the GUI that helps you visualize, wireframe, create, and automate the journey customers take on their way to making a purchase.

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46
Q

What is the Lead Management component in D365 about?

A

It is where you manage your leads using either the Leads or Scoring Models feature

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47
Q

What is the Leads feature within the Leads Management component about?

A

The Leads feature represents an expression of interest by a contact based on their interactions with your marketing efforts. Once a lead has expressed a specified amount of interest, they are considered sales ready, and are ready to be handled by D365 Sales

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48
Q

What is the Scoring Models feature in the Lead Management component about?

A

They are used to calculate a lead’s score or level of interested based on scorable interactions such as opening an email, submitting a landing page, visitor your website, or attending an event.

They also help to define when a lead is ready to be considered sales ready

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49
Q

What is the Internet Marketing component about in D365 Marketing?

A

It enables you to market to your customers over the internet through a few different features including:

1) Marketing Pages
2) Marketing Forms
3) Marketing Websites
4) Redirect URLs

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50
Q

What is the Marketing Pages feature of the Internet Marketing component about?

A

You can create a webpage that includes a form where people can register for an offer, update their contact information, manage mailing list subscriptions, and more

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51
Q

What is the Marketing Forms feature of the Internet Marketing component about?

A

You can create a form that defines a set of input fields that are used to collect infortmation

For example, you might add a lead capture form to a webpage where someone can request more information

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52
Q

What is the Marketing Website feature of the Internet Marketing component about?

A

It enables you to create websites where you can track interactions with the marketing pages. When marketing pages are created, a marketing website is also defined.

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53
Q

What is the Redirect URLs feature of the Internet Marketing component about?

A

They are links that redirect through your D365 Marketing server on their way to some other piece of content that the person who clicked the link is actually looking for

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54
Q

What is the Marketing Content component in D365 Marketing about?

A

Used to create a content library realted to marketing assets that are used in your marketing efforts. These assets can be items such as images or video that are used in marketing emails or marketing pages

The Marketing Content section is made up of:

1) Files
2) Keywords
3) Content Blocks
4) Videos

Marketing content such as images, content blocks, and videos are easily inserted into items like marketing emails

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55
Q

What is the Files feature in Marketing Content about?

A

Files represent images that can be included in marketing content sent to customers

Uploading images/videos to D365 Marekting ensures they can be accessed and displayed correctly when included in emails or marketing pages

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56
Q

Describe the Keywords feature within the Marketing Content component of D365 Marketing

A

Keywords make it easier to find your images when you want to use them in your marketing content

Keywords can be applied to images when you upload them

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57
Q

Describe the Content Blocks feature within the Marketing Content component of D365 Marketing

A

They are blocks of common content that can be reused in multiple emails, forms, and pages

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58
Q

Describe the Videos feature within the Marketing Content component of D365 Marketing

A

It represents vidoes that can be included in marketing content sent to customers

Uploading images/videos to D365 Marekting ensures they can be accessed and displayed correctly when included in emails or marketing pages

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59
Q

Which of the following best describes a Customer Journey?

1) The process of dividing customers into groups that are based on common characteristics.
2) A customer’s experience with your company.
3) The process of presenting a formal offer for products or services to a customer.

A

2) A customer’s experience with your company.

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60
Q

Which two Dynamics 365 applications would you integrate to get a full marketing and sales automation solution?

1) Dynamics 365 Marketing and Dynamics 365 Commerce.
2) Dynamics 365 Marketing and Dynamics 365 Sales.
3) Dynamics 365 Marketing and Dynamics 365 Finance.

A

2) Dynamics 365 Marketing and Dynamics 365 Sales.

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61
Q

Which of the following applications is bundled with Dynamics 365 Marketing to create online surveys and analyze the results?

1) Customer Voice
2) Customer Insights
3) LinkedIn Campaign Manager

A

1) Customer Voice

62
Q

What is a marketing task?

A

Represents things done during the marketing process to help identify prospects, engage with your customers, build relationships, and more

For example, you can coordinate an event that’ll be used to launch a new product line

63
Q

What are common marketing tasks that D365 Marketing helps manage for marketers?

A

1) Prospecting
2) Event Management
3) Customer Engagement
4) More

64
Q

What are the capabilities and core functionatlity of D365 Marketing?

A

1) Generating and identifying potential sales opportunities as leads and scoring those leads to highlight which ones to focus on.
2) Defining marketing segments that organize contacts from your database into logical groups that match your marketing strategies.
3) Creating personalized marketing email messages that can be sent to contacts that meet legal and deliverable requirements.
4) Creating landing pages to collect information from new and existing contacts that can be stored is directly in your organizational database.
5) Creating fully automated customer journeys that combines email messaging, landing pages, and multiple paths managed by interactive triggers.
6) Creating and managing marketing events, from defining the event type, to building schedules and securing sponsors, to managing event registrations.

65
Q

What is the goal of any marketing campaign?

A

To target customers that would benefit most or have the greatest interest in what you are marketing

66
Q

What is one of the first and most important decisions to make when designing marketing pieces?

A

Defining and choosing the correct audience because once you’ve determined your audience then you can tailor your messaging and marketing approach to best appeal to that group of people

67
Q

What are 2 common terms used when it comes to targeting customers?

A

1) Marketing Segment

2) Marketing List

68
Q

What is a market segment in D365 Marketing?

A

An established group of related contacts that you will use to target your marketing initiatives to

69
Q

What is a marketing list in D365 Marketing?

A

A list of contacts that can be used to target contacts, accounts, or leads

70
Q

Marketing Lists are more limited in functionality than Marketing Segments

True or False

A

.True

71
Q

What are the 2 ways that members are added to a Marketing List?

A

Dynamically or Statically

72
Q

Marketing Lists can only be used with contact records

True or False

A

False

Marketing Lists can target contact, account, and lead records whereas marketing segments can only target contact records, and can target contacts across various entities including contacts, leads, accounts, events, marketing lists, and more

73
Q

What is the Quick Campaign feature that’s offered in D365 Sales about?

A

Lets you quickly generate a single activity such as an email message which can be targeted to a list of contacts, accounts, or leads

74
Q

What is a marketing segment?

A

An established group of related contacts that you will use to target your marketing initiatives to

75
Q

How are marketing segments created?

A

Using the segmentation designer

76
Q

Marketing segments can only target contact records

True or False

A

True

Segments can only target contact records but can target contacts across multiple related entities such as contact, leads, accounts, events, marketing lists and more

For example, create a segment for contacts that particupated in a specific event. Or, created a segment that only includes contacts from accounts that are in the manufacturing industry.

77
Q

What feature would you use if you wanted to query the marketing insight service to find contacts that have shown engagement with your marketing initiatives?

A

Marketing segments

78
Q

When it comes to building Segments, what kind of customer data is available for you to target your customers with segments?

A

1) Behaviorial data

2) Profile data

79
Q

What is behaviorial data as it relates to segments?

A

Data that’s automatically generated in response to contact interactions such as opening an email, select an email link, submitting a form, or registering for an event

80
Q

What is profile data as it relates to segments?

A

Profile data is information that’s stored on the tables that you regularly work with such as accounts, contacts, and leads

81
Q

When you create a segment, what are the different qualification factors that you can base your segment on?

A

1) Demographic
2) Firmographic
3) Behaviorial
4) Static
5) Combined audiences

82
Q

What is the Demographic segment qualification factor about?

A

Enables you to find contacts based on personal information that’s typically stored on their contact record.

For example, finding all contacts that live in a particular city

83
Q

What is the Firmographic segment qualification factor about?

A

Enables you to select companies based on business information and then find related contacts based on this role at those companies

For example, target the primary contact of each account with a budget over $1m

84
Q

What is the Behaviorial segment qualification factor about?

A

You can find contacts who’ve interacted with or responded to your marketing activities in a specific way

For example, find contacts who’ve clicked the landing page link in a recent product launch email

85
Q

What is the Static segment qualification factor about?

A

You can manually define who to include in a sement by selecting the appropriate contact for inclusion

86
Q

What is the Combiend Audiences segment qualification factor about?

A

A more powerful way to target your customers by combining contacts from existing segments to more decisively define who to include or exlude.

For example, you can find contacts that ARE IN the New York Segment but that ARE NOT in the newsletter segment

87
Q

True or False, you can use lists and segments to target a customer journey

A

.True

88
Q

Why is email marketing such a popular and widely used marketing channel for most companies?

A

Because you can reach large numbers of customers and contacts in a short period of time.

And also because it’s easy to tailor content in order to provide a personalized experienced for the people receiving it

89
Q

True or False, a core feature of D365 Marketing is sending large volumes of personalized marketing emails and monitoring how recipients interact with them.

A

.True

90
Q

What can you do in the email designer, especially since it has a visual design interface?

A

1) You can add, configure, and arrange various text and graphical elements that your email requires
2) You can add dynamic content to email messages such as adding a contact’s first or last name to the body of your email
3) You can add links to external pages, D365 Marketing Pages, event registration pages, surveys, and more

91
Q

Once a Marketing email is created, how is it actually used and implemented?

A

Through the Customer Journey feature

92
Q

What is the term to descibe the process of priortize leads so that you are spending time on leads that have the best potential to turn into customers?

A

Lead Scoring

93
Q

How do you prioritize leads in D365 Marketing?

A

Through Lead Scoring Rules

94
Q

What is Lead Scoring?

A

A ranking system you define which measures specific ways in which leads interact with your marketing campaign. The more tht a lead engages with your marketing campaign, the higher of a score that is applied to them

95
Q

When it comes to lead gen and qualification, in D365 Marketing you can do what…? (several things)

A

1) CREATE A SINGLE VIEW OF PROSPECTS by unifying data across contacts, leads, and customers
2) TARGET THE RIGHT PEOPLE and close top accounts with personalized, account-based content, and nurture activites
3) PRIORTIZE LEADS by creating customed liead scoring models and sales readiness grades that find leads across all touch points easily
4) INCREASE PRODUCTIVITY by using marketing automation features to give promising leads to sales teams and drive follow-up’s AUTOMATICALLY
5) BOOST PRODUCTIVITY AND SIMPLIFY COLLABORATION by using familiar Office 365 toosl, sharing calendars, and having cross-team visibility to improve the handling of campaign and leads

96
Q

As contacts interact with your marketing initiatives, what does a lead represent?

A

Represents an expression of interest made by contacts that you targeted marketing efforts towards

97
Q

What are the following ways that you generate leads?

A

1) Create a lead in D365 Marketing and link it to a new or existing contact manually
2) Generate leads by importing leads from a file that you map to a new or existing contact, or account, manually
3) Sync leads from LinkedIn Lead Gen Forms and match them to a new or existing contact, or create new linked contact
4) Create a lead with the create-lead tile in a customer journey. You can link the leads to either a new or existing contact or account, dpending ont he tile and customer journey settings
5) Generate leads when a customer opts-in from either a landing page or event registration. The lead will match to a new or existing contact

98
Q

By personalizing the customer experience for your leads in your campaigns, you can…

A

Predict the customer’s intent

Get a holistic view of your customer

Orchestrate a connected, personalied journey

99
Q

How is a lead score calculated for your contacts?

A

By using demographic and firmographic details, as well as actions taken by the associated contact

100
Q

What types of interactions are scoreable in the calculation of a lead score?

A

1) Opening an email
2) Submitting a landing page
3) Going to your website
4) Attending an event

101
Q

What is a Customer Journey?

A

A path that a customer takes while interacting with your organizations marketing process

102
Q

What is the goal of a Customer Journey?

A

That when it’s complete, it turns into revenue by converting a prospect into a paying customer

103
Q

With Customer Journeys, you can…

A

1) ATTRACT THE RIGHT PROSPECTS by creating campaigns that target specific customer segments across multiple channels
2) CREATE REUSABLE CAMPAIGN ASSETS QUICKLY using automation features such as configurable templates, reusable content blocks, and other design tools
3) PERSONALIZE CUSTOMER JOURNEYS by leveraging their buyer preferences and past interactions(through Customer Insights perhaps?)
4) RUN BUSINESS UNIT LEVEL MARKETING by reusing shared campaign content

104
Q

What are the two pieces of information that are needed for to start creating a Customer Journey?

A

1) Customers to target - a segment containing the contacts you’ll send emails to
2) Marekting activity/task - You should include a marketing email that’s valid and live

105
Q

When creating a customer journey, what are the tiles that can be used in the segmentation designer?

A

1) Audience tile
2) Messages tile
3) Branching tile
4) Wait/Delay tile
5) Actions tile

106
Q

What does the Audience tile in the segmentation designer do?

A

Specifies the people that your customer journey is targeting.

107
Q

What does the Messages tile in the segmentation designer do?

A

Enables you to choose the content that your customer journey delivers to contacts as they traverse the pipline

108
Q

What does the Branches tile in the segmentation designer do?

A

Provides different directions that a customer can be led on their journey based on how they interact with different elements.

109
Q

What does the Wait/Delay tile in the segmentation designer do?

A

Specifies how long to wait until performing the next step in the journey

110
Q

What does the Actions tile in the segmentation designer do?

A

Specifies what to do in response to a condition or wait item being met

111
Q

In the segmentation designer, what are the options for Branching?

A

If/Then - This tile has replaced the Trigger tile. The If/then tile holds contacts either until a defined condition is true or until a defined amount of time expires. The If/then tile splits the path. Contacts who fulfill the conditions in time will follow the true path. Contacts who haven’t met the conditions when the time expires will follow the false path.

Split - This tile has replaced the Splitter and Splitter-branch tiles. The Split tile adds a fork to the customer journey pipeline, sending a random selection of contacts along each available path.

112
Q

In the segmentation designer, what are the options for Actions?

A

1) Create lead: The create-lead tile creates a new lead for each contact or account that enters the tile.
2) Run workflow: Use a Run workflow tile to invoke a custom workflow at any point in the customer journey. You can use this tile to advance a process stage, create alerts, and more. Workflows are highly customized.
3) LinkedIn campaign: The LinkedIn campaign tile links each contact who passes through it to a specific LinkedIn campaign.
4) Sales activities: Defines the sales activity such as Appointment, Phone call, and Task that should be initiated.

113
Q

In the segmentation designer, what are the options for Audience?

A

1) SEGMENTS (a collection of contacts group according to a common attribute)
3) A SUBMITTED FORM (all new or existing contacts who submit the form will be sent along the journey)
3) RECORD UPDATED (Is used to monitor all records belonging to a specific table/entity, and then finds the contact associated with any of those records that gets created, deleted, or updated while the journey is running

114
Q

In the segmentation designer, what are the options for Wait/Delay?

A

1) Wait for: The Wait for tile holds contacts for an amount of time before sending them to the next tile in the journey. You could use this to insert a delay of about a week between sending an initial marketing email message and then sending a reminder.
2) Wait until: The Wait until tile holds contacts until a certain date is reached. For example, you could set the tile to wait until December 31 before sending the contacts to the next tile in the journey.

115
Q

What are some reasons organizations will have events?

A

1) Connect with large numbers of prospects quickly
2) To market a new product or service
3) To conduct training events
4) For a brand showcase or tradeshow
5) Brand appreciations

116
Q

Why can managing events be difficult?

A

Because of all the different disconnected records and resources involved

117
Q

Where do you plan all of your event details?

A

On the “event record”

The main event record also has a timeline which is a BPF that guides you through each step of the planning process

118
Q

On the event record, you can…

A

1) Set up event team
2) Manage speakers/sessions
3) Set up event pages
4) Define venue details

119
Q

What are the overall capabilities of the Event Management component in D365 Marketing?

A

1) Design the right event based on your intended audence, type of event, and business outcomes
2) Manage and measure event logistics like location details, fees, and other logistical data
3) Create and manage session details and add sessions to event tracks
4) Manage speakers and sponsors including session details, individual and organization bios, and manage costs related to them
5) Manage registration, created event passes and packages, and evaluate session popularity though session-attendance history
6) Publish important changes to sessions, tracks, and speakers directly to event website
7) Drive sales activiteis by using attendee information in marketing campaigns to generate leads

120
Q

What is LinkedIn Campaign Manager?

A

LinkedIn Campaign Manager lets you create targeted LinkedIn ads to help your company generate leads, drive website traffic, and build brand awareness

121
Q

What is Customer Voice?

A

Customer Voice is an enterprise feedback application that helps you create surveys to keep track of various customer metrics

122
Q

What is Customer Insights?

A

Customer Insights combiens your organizations transactional, behaviorial, and demographic data from all your disparate data silos bringing a 360 degree view of your customer

You can analyze customer interactions and usage with cross-channel analytics and then use this information to drive better decision, automate processes, and personalize customer engagement across channels

123
Q

How do you define your target audience in LinkedIn Campaign Manager?

A

You must create a Campaign Group

124
Q

What is a Campaign Group in LinkedIn Campaign Manager?

A

An organization tool used to group related campaigns

Once a campaign group is created and defined, you can add up to 1000 ad campaigns

125
Q

What are the components you can define in a LinkedIn marketing campaign?

A

1) Objective
2) Audience
3) Ad Format
4) Placement
5) Budget/Schedule
6) Conversion Tracking

126
Q

What’s the objective component of a LinkedIn marketing campaign about?

A

The objective component lets you define a specific goal or business outcome and prospects will have different experiences based on what the goal is.

For example, choosing lead generation directs customers to a lead generation form that is pre-filled with their LinkedIn profile data.

127
Q

What is the audience component of a LinkedIn marketing campaign about?

A

The audience component lets you define who you want to reach based on geographic region and target criteria.

You define details such as industry, skills, or job title on the audience profile

128
Q

Whats’s the ad format component of a LinkedIn marketing campaign about?

A

Lets you select from different ad type such as a single image ad, video, carousel image, and more

129
Q

What’s the placement component of a LinkedIn campaign about?

A

Helps you reach more of your target audience by using LinkedIn Audience Network

130
Q

What’s the budget/schedule component of a LinkedIn marketing campaign about?

A

Let’s you define a daily budget of how much you want to spend on ads, and schedule it out

131
Q

What’s the conversion tracking component of a LinkedIn marketing campaign?

A

You can measure the actions people take on your website after clicking on your LinkedIn ad.

132
Q

How does the LinkedIn Campaign Manager integrate and work with D365 Marketing?

A

1) The ability to schedule and publish social posts to LinkedIn personal and company LinkedIn pages from directly from Dynamics 365 Marketing.
2) Import leads generated by LinkedIn Lead Gen Forms into Dynamics 365 Marketing.
3) Design customer journey triggers that react to Lead Gen Form submissions.
4) Create LinkedIn Matched Audiences based on Dynamics 365 Marketing segments.

133
Q

Using Customer Voice, how is capturing feedback helpful?

A

1) Helps you decide how to service your customers
2) Helps you decide how to market to your customers
3) Surveys and feedback can bs used to create targeted segments that can be used in customer journeys

134
Q

What are the overall capabilities of Customer Voice?

A

1) Capture customer feedback immediately across channels with personalized surveys that help you continuously track customer perceptions about your services and products.
2) Deliver engaging surveys with ready-to-use templates that include questions sets, workflows, and branding customization.
3) Create and track the customer satisfaction metrics critical to your business such as net promoter score and their overall satisfaction over time.
4) Track customer satisfaction through commonly used business channels such as email, SMS messages, websites, and mobile feedback collection.
5) Set triggers within your organizations business process to automatically alert you when customer satisfaction is decreasing.
5) Visualize insights through customer profile dashboards that help empower more efficient responses and marketing.
6) Pinpoint areas of improvement needed to drive increased customer satisfaction.
7) Uncover customer sentiment, trends, and the metrics that matter to your business to help ensure complete understanding of your customers.

135
Q

What are some of the best practices for creating a survey in Customer Voice?

A

1) Define an objective: Having an objective allows you to properly plan for your survey. It also allows you to identify what results you expect from your customers. Knowing how you’ll use the responses helps you pick the right questions for your survey.
2) Keep the survey short: If you create a survey that takes a long time to complete, you might reduce your response rate.
3) Create a logical flow of questions: Ensure that your survey has a logical flow of questions to keep respondents interested.
4) Organize the survey: Group related questions together.
5) Preview the survey: After creating your survey, always preview it to check the overall flow of the survey and to catch any mistakes.
6) Mention expectations in the survey invitation: In the survey invitation, be sure to mention the estimated time to complete it and give a brief overview. This will help respondents submit their input within the expected time frame.

136
Q

What are the available question types that can be used in survey creation?

A

1) Choice
2) Text
3) Rating
4) Date
5) Ranking
6) Likert
7) File Upload
8) Net Promoter Score(NPS)

137
Q

Where can surveys be access from within D365 Marketing?

A

1) Segment Builder
2) Email Designer
3) Customer Journey Designer

138
Q

What’s required to be able to provide a personalized customer experience?

A

A complete, deep and unified view of your customer across all the different ways they interact with your organization

139
Q

What is D365 Customer Insights?

A

A Customer Data Platform(CDP) that unifies all of your organizations customer data from various transactional, behavorial, and observational data

140
Q

How does Customer Insights work?

A

By ingesting data from all your different data sources and unifying them into a single customer profile

141
Q

What are the two products that make up Customer Insights?

A

1) Audience Insights

2) Engagement Insights

142
Q

What is Audience Insights in Customer Insights about?

A

Audience Insights unifies your customer data into a single unified customer profile that helps you leverage AI. You can analyze customer interactions and usage with cross-channel analytics to make better decision, automate processes, and personalize experiences

143
Q

What is Engagement Insights in Customer Insights about?

A

It lets you understand customer behavior across all your organizations touch points and see important metrics to understand how you’re engaging with your customers

144
Q

What are the steps in the process of using Customer Insights?

A

1) Ingest Data
2) Create Customer Profiles
3) Define activites
4) Define relationships
5) Enrich your data
6) Define measures
7) Create segments

145
Q

What happens in the Ingest Data step in CI?

A

This is where you’ll define the data sources that your data is coming from, and you can connect to many data sources through built-in connectors

146
Q

What happens in the Create Customer Profiles step of CI?

A

1) Map: Identifies which entities and fields from your data will be used to identify the customer record such as a customer number.
2) Match: Specifies how to combine your data sets into a unified profile though a series of rules that callout which fields will be used during the matching process.
3) Merge: Completes the process and reconciles any conflicts that might be present.

147
Q

What happens in the Define Activites step in CI?

A

Activities help to consolidate your customer activities across data sources and puts them into a timeline view. These activities might represent things like interactions, or purchases.

148
Q

What happens in the Define Relationships step in CI?

A

Relationships connect your entities together and generate a graph of your data

149
Q

What happens in the Enrich Your Data step in CI?

A

Enrichments help you better track brand affiliation and loyalty across hundreds of different brands and several interest categories

150
Q

What happens in the Define Measures step in CI?

A

These are the KPI’s that best reflect the performance and health of your business. These might represent satisfaction levels, revenue targets, or performance levels.

151
Q

What happens in the Create Segments step in CI?

A

You can easily group your customers based on demographic, transactional, or behavioral customer attributes.

MB-910 D365 Fundamentals(beta) (4 decks)

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