Today’s tech-led businesses want to get actionable insights about their customers. They need clear and transparent data about their customers to prepare their action plans. If you are a business looking for the best solution, Microsoft Dynamics 365 Customer Insights is just for you. It renders a powerful preview feature that enables enterprises like yours to escalate customer profiles with the help of brand affinities and interest affinities. The enhancement allows marketers as well as analysts to get clearer and more precise insights about their customer likings and preferences. It also empowers them to refine their segmentation and craft better strategies. What’s more? It also enables more effective personalized engagements.
In this detailed blog, we’ll cover everything you need to know about this feature. It’s a complete guide and can benefit your business tremendously.
Brand affinities and interest affinities are data attributes derived from customer behavior and preferences. Leveraging Microsoft’s vast online search and demographic data, this feature assigns affinity levels and scores to individuals, allowing organizations to better understand their customers' likes and dislikes.
These affinities are represented in two key metrics:
A categorical indicator of a customer’s likelihood to favor a particular brand or interest, divided into:
A numerical scale (1-100) that quantifies the strength of a customer’s affinity for a brand or interest. These are mapped to affinity levels as follows:
| Affinity level | Affinity score |
|---|---|
| Very high | 85-100 |
| High | 70-84 |
| Medium | 35-69 |
| Low | 1-34 |
Another critical concept within enrichment is Share of Voice (SoV), which highlights a brand’s visibility and influence compared to its competitors. SoV helps businesses identify the dominant brands and interests within specific demographic segments. This insight drives effective campaign planning and product positioning.
The brand and interest enrichment feature relies on demographic data, including age, gender, location, and behavior patterns, to deliver actionable insights. Microsoft then maps this information to online search trends to provide a well-rounded view of your customer’s preferences.
The enrichment feature is currently available for the following countries/regions:
Follow these steps to configure brand and interest enrichment in Dynamics 365 Customer Insights:
Step 1: Access the Enrichment Feature
Source: Microsoft
Step 2: Review Enrichment Details
Step 3: Select a Country or Region
Step 4: Choose Brands or Interests
You can choose up to five brands or interests:
Step 5: Set Preferences
Step 6: Select Customer Data Set
Step 7: Map Demographic Data
Map the following required fields from your customer table:
Note: At least the Date of Birth or Gender fields must be mapped for enrichment to proceed.
Step 8: Name the Enrichment
Step 9: Save and Run
To view the results of an enrichment run:
The results interface provides information like;
The Enriched Customers Preview Card gives you a snapshot of the generated enrichment table. This preview showcases a small sample of the enriched data, allowing for a quick overview of how the enrichment was applied.
To dive deeper into the data:
The results also include visual representations in the form of Affinity Level or Share of Voice (SoV) charts. These charts allow you to quickly identify key trends in customer preferences, providing actionable insights for targeted campaigns.
The enrichment process generates new data tables within the Microsoft Dynamics 365 environment. These tables are listed under the Enrichment Group in Data > Tables.
Each type of enriched data is categorized as follows:
These tables contain detailed customer data enriched with brand and interest information. The structure allows easy integration into segmentation workflows, analytics, and customer journeys.
In addition to viewing enrichment data at the macro level, you can explore brand and interest Share of Voice (SoV) insights at the individual customer level.
Steps to View Customer-Level Data
These charts provide a demographic-based visualization of customer preferences, helping you tailor interactions and engagements for individual customers with precision.
By leveraging this enriched data, businesses can create data-driven campaigns, optimize targeting, and enhance the overall customer experience.
The brand and interest enrichment feature in Microsoft Dynamics 365 Customer Insights offers businesses a revolutionary way to understand and engage their customers. By leveraging proprietary Microsoft data, businesses can enrich customer profiles with brand and interest affinities, enabling personalized marketing and strategic decision-making.
If you're looking to take your customer insights strategy to the next level, this feature is a game changer. Start exploring this preview feature today and see the difference it makes in your customer engagement.
Ready to revolutionize your customer data strategy? Contact DynaTech today to implement Microsoft Dynamics 365 Customer Insights and get the full benefit of customer profile enrichment!
Inside Image Source: Microsoft