5
I have been working with Dynamics 365 for Marketing since it was introduced. Now with the global changes all over the world online marketing has got a total upper hand and the seeped of market growth has also set us another level of criteria. Now it is all about knowing your customers and their interactions. Microsoft delivers a great set of tools, but there is always a potential of growth. Day to day we are competing with other products on the market and that experience gives us the value of knowing other products and the prior knowledge what do our customers need.
In Dynamics 365 for Marketing, we have a great feature of lead scoring which gives us the capability not only to segment and score our leads, but most important to understand the spectrum of our prospect interests like, website visits, marketing page visits, form submissions and other features. So, the question is what happens after the lead has come to the end of his lifecycle and is qualified to an Opportunity or a contact record is created. In those cases, the lead scorings and its historical data is lost.
At this point I came across the Idea of called interests. Let’s say that the Lead scoring historical data would be attached to not only the Lead record, but also to the contact record because this data gives a better understanding of the contacts early interactions and interests based on interactions.
The goal and the business value is to have real time data on what the contact does and what interests do they have. There we come across the insights for the contact. This this is a great feature, but what it lacks is a concept of profile. We see the interactions with websites, marketing pages, emails, forms and events, but it is hard to get the full picture of the contact’s profile. Another thing what we lack is tagging the interests of the contact.
I did some research on the customisations we can do to achieve this goal, but at that point we need several custom tables to gather the information from non-related tables for the contact like lead scoring models and lead score tables. And, with those I would practically rebuild the logic of lead scoring which would be still insufficient to get us where we want to.
So, what do we need?
1. We need all the historical data from the lead attached to the contact and we need the idea off interests or Contact scoring model where we could rate the contact based of his interactions with our marketing activities. That would give us enormous information for the 360-degree view of a contact. At this point let’s assume that we have contacts which become more forgotten. With this feature we could segment them based on decreasing score or rating.
2. The second thing is that we need a tagging system applied to our marketing activities. Similar to subject tree for products we would build our marketing pages on certain themes or subjects. Or another way to tag our marketing activities. In our company we use machine learning to understand on what subjects’ people or customers donate money and we tag them. Later on, it gives us the capability based on those tags to create marketing activities for donors based on the previous donation amount and donation purposes.
3. Now let us imagine a scenario where we would see the contacts historical interaction data being scored on a set of rules and the capability to tag those interactions based on the interests as a real time data. That is a different ballgame and way to understand the needs of our customers.
Scores for contacts and tag marketing pages, marketing forms and marketing emails for later overview in contact profile. Don’t throw data away data. Keep lead scores to the contact.
In Dynamics 365 for Marketing, we have a great feature of lead scoring which gives us the capability not only to segment and score our leads, but most important to understand the spectrum of our prospect interests like, website visits, marketing page visits, form submissions and other features. So, the question is what happens after the lead has come to the end of his lifecycle and is qualified to an Opportunity or a contact record is created. In those cases, the lead scorings and its historical data is lost.
At this point I came across the Idea of called interests. Let’s say that the Lead scoring historical data would be attached to not only the Lead record, but also to the contact record because this data gives a better understanding of the contacts early interactions and interests based on interactions.
The goal and the business value is to have real time data on what the contact does and what interests do they have. There we come across the insights for the contact. This this is a great feature, but what it lacks is a concept of profile. We see the interactions with websites, marketing pages, emails, forms and events, but it is hard to get the full picture of the contact’s profile. Another thing what we lack is tagging the interests of the contact.
I did some research on the customisations we can do to achieve this goal, but at that point we need several custom tables to gather the information from non-related tables for the contact like lead scoring models and lead score tables. And, with those I would practically rebuild the logic of lead scoring which would be still insufficient to get us where we want to.
So, what do we need?
1. We need all the historical data from the lead attached to the contact and we need the idea off interests or Contact scoring model where we could rate the contact based of his interactions with our marketing activities. That would give us enormous information for the 360-degree view of a contact. At this point let’s assume that we have contacts which become more forgotten. With this feature we could segment them based on decreasing score or rating.
2. The second thing is that we need a tagging system applied to our marketing activities. Similar to subject tree for products we would build our marketing pages on certain themes or subjects. Or another way to tag our marketing activities. In our company we use machine learning to understand on what subjects’ people or customers donate money and we tag them. Later on, it gives us the capability based on those tags to create marketing activities for donors based on the previous donation amount and donation purposes.
3. Now let us imagine a scenario where we would see the contacts historical interaction data being scored on a set of rules and the capability to tag those interactions based on the interests as a real time data. That is a different ballgame and way to understand the needs of our customers.
Scores for contacts and tag marketing pages, marketing forms and marketing emails for later overview in contact profile. Don’t throw data away data. Keep lead scores to the contact.
STATUS DETAILS
Needs Votes