Marketing Customer Insights

Campaign
Management

Feature	Functional Description	Technical Description
Marketing Campaigns	Plan, execute, and track multi-channel marketing initiatives.	Campaign and Campaign Activity tables in Dataverse with tracking and analytics.
Customer Journeys	Orchestrate personalized, multi-step customer experiences across channels.	Real-time journey orchestration engine running on Dataverse and Azure.
Event-Based Triggers	Trigger communications based on customer actions or system events.	Event triggers using Dataverse events and Azure Event Grid.

Customer
Engagement

Feature	Functional Description	Technical Description
Email Marketing	Design, send, and analyze personalized marketing emails.	Built-in email editor with tracking data stored in Dataverse.
SMS Messaging	Reach customers via text messages as part of journeys.	SMS providers integrated through native connectors.
Push Notifications	Send real-time notifications to mobile and web users.	Push notification services integrated with journeys engine.
Social Media Campaigns	Plan and manage social interactions and promotions.	Social posting and tracking via connectors and APIs.

Customer Data &
Segmentation

Feature	Functional Description	Technical Description
Marketing Segmentation	Create dynamic and static segments based on behavior and attributes.	Segmentation engine querying Dataverse and Customer Insights profiles.
Behavioral Tracking	Track customer interactions across digital touchpoints.	Event ingestion via JavaScript SDKs and APIs into Dataverse.
Consent & Preference Tracking	Manage opt-in/opt-out and channel preferences.	Consent records enforced across journeys and channels.

Lead
Management

Feature	Functional Description	Technical Description
Lead Capture Forms	Capture leads through landing pages and forms.	Marketing form entities embedded on websites or Power Pages.
Lead Nurturing	Progress leads through automated engagement paths.	Lead entity integrated with journeys and scoring models.
Lead Scoring	Rank leads based on engagement and profile fit.	Rule-based and AI-assisted scoring models.

Events
Management

Feature	Functional Description	Technical Description
Event Planning	Create and manage marketing events such as webinars and conferences.	Event, Session, Speaker, and Venue tables in Dataverse.
Event Registration	Manage attendee registrations and confirmations.	Event portal integrated with Dataverse and marketing journeys.
Event Attendance Tracking	Track participation and engagement.	Attendance records linked to contact and event entities.

Intelligence & AI

Feature	Functional Description	Technical Description
AI Content Suggestions	Optimize subject lines, content, and send times.	AI models analyzing historical engagement data.
Copilot for Marketing	Use AI assistance to build journeys, segments, and content.	Microsoft Copilot embedded in the Marketing UI.
A/B Testing	Test variations of messages and journeys.	Experimentation framework with performance analytics.

Real‑Time
Marketing

Feature	Functional Description	Technical Description
Real-Time Customer Journeys	Respond instantly to customer behavior.	Low-latency orchestration using real-time triggers.

Analytics &
Insights

Feature	Functional Description	Technical Description
Marketing Analytics	Measure opens, clicks, conversions, and ROI.	Embedded Power BI dashboards powered by Dataverse.
Journey Analytics	Analyze customer progression and drop-off points.	Funnel and path analysis based on journey execution data.

Collaboration

Feature	Functional Description	Technical Description
Microsoft Teams Integration	Collaborate on campaigns and approvals.	Teams integration using Microsoft Graph APIs.

Integration

Feature	Functional Description	Technical Description
Dynamics 365 Sales Integration	Share leads, contacts, and insights with Sales.	Native Dataverse integration between Marketing and Sales apps.
Customer Insights Integration	Use unified customer profiles for targeting.	Deep integration with Customer Insights – Data.
Third-Party Platforms	Connect to external email, data, and advertising systems.	REST APIs, Azure Data Factory, and connectors.

Automation

Feature	Functional Description	Technical Description
Power Automate	Automate approvals, notifications, and follow-ups.	Cloud flows triggered by marketing events.

Extensibility

Feature	Functional Description	Technical Description
Custom Entities & Fields	Extend marketing data model for specific needs.	Dataverse extensibility framework.

Security

Feature	Functional Description	Technical Description
Role-Based Access Control	Secure access to marketing data and assets.	Dataverse security roles and field-level security.

Compliance

Feature	Functional Description	Technical Description
GDPR & Privacy Management	Support data protection and regulatory compliance.	Consent enforcement, auditing, and data retention capabilities.

Scalability

Feature	Functional Description	Technical Description
Cloud-Scale Marketing Platform	Support large-scale, global marketing operations.	Azure-based architecture with Dataverse and Event Grid.

Data
Unification

Feature	Functional Description	Technical Description
Customer Data Ingestion	Ingest customer data from multiple internal and external sources.	Native connectors for Dataverse, SQL, Azure Data Lake, APIs, and Power Platform.
Data Unification & Matching	Combine data from disparate systems into a unified customer profile.	Rule-based and AI-assisted matching with deterministic and fuzzy logic.
Unified Customer Profile	Create a single, 360-degree view of each customer.	Profile tables stored in Dataverse and Azure Data Lake.
Identity Resolution	Resolve multiple identities into one customer record.	Configurable matching rules using keys, similarity scores, and AI models.

Data
Management

Feature	Functional Description	Technical Description
Data Refresh & Scheduling	Keep customer data up to date with scheduled refreshes.	Incremental and full refresh pipelines managed via Azure services.
Data Governance	Ensure trusted, compliant customer data usage.	Role-based access, consent tracking, and metadata management.

Insights &
Analytics

Feature	Functional Description	Technical Description
Customer Attributes	Derive calculated measures such as lifetime value or engagement score.	Calculated measures using Dataverse analytics engine.
Customer Segmentation	Group customers by behavior, attributes, and engagement.	Dynamic and static segments powered by real-time data queries.
AI-Based Predictions	Predict churn, lifetime value, or propensity to buy.	Built-in AI models trained on unified customer data.
Custom Models	Create tailored predictive models for business scenarios.	Azure Machine Learning integration.

Activation

Feature	Functional Description	Technical Description
Data Export & Activation	Activate customer data across Microsoft and third-party systems.	Native outbound connectors to Dataverse, Power BI, Advertising platforms.
Power Platform Integration	Expose customer profiles to apps and automation.	Dataverse integration with Power Apps and Power Automate.

Marketing
Orchestration (Journeys)

Feature	Functional Description	Technical Description
Customer Journeys	Design personalized, multi-step customer journeys.	Real-time journey orchestration engine running on Dataverse.
Real-Time Marketing	Trigger communications based on customer actions.	Event-based triggers using Dataverse and Azure Event Grid.
Email Marketing	Create, send, and track marketing emails.	Email editor with analytics stored in Dataverse.
SMS & Push Notifications	Communicate with customers on mobile channels.	Integrated messaging providers via connectors.
Web & App Personalization	Deliver contextual experiences across digital touchpoints.	Event tracking and profile-driven personalization.

Intelligence & AI

Feature	Functional Description	Technical Description
Copilot for Customer Insights	Use AI assistance to build segments, journeys, and insights.	Microsoft Copilot embedded within Customer Insights UI.
Content & Subject AI	Optimize message content and timing.	AI recommendations based on engagement analytics.

Consent &
Compliance

Feature	Functional Description	Technical Description
Consent Management	Track and enforce customer consent preferences.	Consent tables with enforcement across journeys and channels.

Analytics &
Reporting

Feature	Functional Description	Technical Description
Marketing Analytics	Measure engagement, conversion, and ROI.	Embedded Power BI dashboards using Dataverse data.
Customer Funnel Analytics	Analyze customer progression across journeys.	Funnel visualization with real-time data updates.

Collaboration

Feature	Functional Description	Technical Description
Teams Integration	Collaborate on segments and campaigns.	Microsoft Teams integration via Microsoft Graph.

Integration

Feature	Functional Description	Technical Description
Dynamics 365 Integration	Share insights with Sales, Customer Service, and Contact Center.	Native Dataverse data sharing across Dynamics 365 apps.
Third-Party Platforms	Exchange data with external marketing and data platforms.	REST APIs, Azure Data Factory, and connectors.

Automation

Feature	Functional Description	Technical Description
Power Automate	Automate responses and follow-up actions.	Event-driven cloud flows using Dataverse triggers.

Extensibility

Feature	Functional Description	Technical Description
Custom Tables & Fields	Extend the data model for industry-specific needs.	Dataverse extensibility framework.

Security

Feature	Functional Description	Technical Description
Role-Based Access	Control user access to data and insights.	Dataverse security roles and field-level security.

Compliance

Feature	Functional Description	Technical Description
Auditing & Monitoring	Track data usage and system changes.	Auditing and logging integrated with Microsoft Purview.

Scalability

Feature	Functional Description	Technical Description
Enterprise Data Scale	Handle large customer datasets efficiently.	Azure Data Lake-backed architecture for high-volume data.