MSD 365 Customer Insights Partnerships

Microsoft rolled out a set of enhancements to its Customer Insights CDP earlier this month, including a set of technology and data partnerships. I covered the functional enhancements yesterday.

“Organizations can automatically augment profiles with survey responses to truly uncover sentiment and drive detailed segmentation of customers, empowering agile actions that build brand loyalty and driving detailed understanding of customers,” said James Phillips, President of Microsoft Business Applications.  “Furthermore, organizations can enrich customer profiles with proprietary audience intelligence on brand affinity and user interests or by using third-party enrichments such as Experian and Leadspace.”

Leadspace supports B2B firmographic enrichment use cases, including industry codes, discrete and ranged sizing variables, geocodes, social media links, URLs, and standardized addresses.  Leadspace plans to include more advanced account-level insights such as company hierarchy and site-level details, as well as lead and intent scores, in future releases.  Firmographic updates may be processed daily or weekly with company matching performed by Leadspace.

The Leadspace data license is written on Leadspace paper and based upon the number of records under management.  Volume discounts apply.  When additional content sets are available, tiered pricing will be employed.

“We’ve been really honored to collaborate closely with the Microsoft Dynamics 365 Customer Insights team as their first B2B data enrichment partner and excited about the value it’ll bring our joint customers who want a single source of truth to fuel their sales and marketing efforts.  This offering goes a long way to helping them improve their ability to segment, prioritize, and personalize engagement across the customer lifecycle.”

Leadspace CTO Amnon Mishor

Experian supports consumer data enrichment spanning lifestyle segmentation, demographics, purchasing habits, brand preferences, life-event triggers, and mobile location data.  

Microsoft also rolled out a set of new Customer Insights integrations that “drive meaningful actions across the customer journey.”  Customer Insights is vendor-agnostic, “from ingesting data from any source to activating insights on multiple destinations.”  New partners include AutopilotHQ, Bing ads, dotdigital, Facebook, Google Ads, HubSpot, LiveRamp, Marketo, Mailchimp, and SendGrid (Twilio).

Phillips emphasized Microsoft’s commitment to data privacy and security “by enabling organizations to better control and secure sensitive data with data classification and permissions from Microsoft Information Protection.”  Organization can “configure policies to classify, label, and protect data based on its sensitivity.”

Customer Insights pricing begins at $1,500 per tenant per month for up to 100,000 profiles.

MSD 365 Customer Insights Enhancements

Microsoft has begun beta testing a set of enhancements to its Dynamics 365 Customer Insights CDP.  The upgrades focus on extending CDP capabilities into deeper insights and AI capabilities.  The new functionality will GA during the first half of 2021.

Engagement Insights, currently in preview, provides cross-channel analytics that assess customer behavior and intent across the web, mobile, connected devices, and other touchpoints.  Engagement Insights combines behavioral analytics with transactional, demographic, survey, and other data sets “to create interactive and rich insights that help drive the next best actions and personalized experiences.”

Engagement Insights begins with standard analytics around web site visitors, pages viewed, and visit duration.  A custom report builder lets marketers “curate the exact views to answer the business questions at hand.”  Funnel reports track customer journeys, identify gaps and opportunities, and inform next best actions.

“Engagement Insights is about directly funneling web, mobile and connected product data back into Customer Insights to help continue to enrich that understanding of the customer in order to better serve them.

James Phillips, President of Microsoft Business Applications.

Insights are deployed across the customer lifecycle and assist with personalizing offers, including presenting new product or services that better match customer needs.

“As everything’s gone digital, the need to deeply understand your customer and to increase the efficacy of those engagements has really been heightened through this pandemic,” said Phillips.

AI enhancements focus on better customer predictions.  The AI functionality employs Azure Synapse Analytics and includes a set of pre-built templates for predicting customer churn, automating product recommendations, and evaluating customer lifetime value.  The templates help marketers gather customer insights without requiring data science or IT professional support.

A new integration with Dynamics 365 Customer Voice captures customer sentiment and feedback.

According to Phillips, Customer Insights is the “fastest-growing application in the Dynamics 365 portfolio.”


Part II covers Customer Insights partnerships.

Openprise Agile CDP

B2B data hygiene vendor Openprise announced the availability of Openprise Agile CDP, the “first and only B2B Customer Data Platform (CDP) built on a data orchestration platform.”  As a data orchestration platform, Openprise offers a single customer view combined with no-code business rules, third-party data, and business process automation.

Openprise emphasizes the advantage of being a data orchestration platform with a B2B CDP.  “Because it’s built on the Openprise Data Orchestration Platform, Openprise Agile CDP includes all the capabilities Openprise has developed over the years to improve data quality in tools like Salesforce and Marketo—including lead routing, account scoring, and attribution—advanced features not typically found in traditional CDPs.”

Openprise supports data unification, data enrichment, normalization, deduplication, lead-to-account matching, and lead-to-contact conversion.  Analytical tools include advanced segmentation, lead and account scoring, ABM activity analysis, campaign attribution, lead routing, and account assignment.

“One of the biggest challenges marketers face is making sure their systems of record deliver accurate, high-quality data to drive marketing initiatives.   A CDP solution that automates all the critical business processes required to make the data work gives marketers high confidence in the accuracy and quality of the data they manage.”

Julian Archer, VP, Principal Analyst in the Marketing Operations Research Service at SiriusDecisions

Openprise claims it can be up and running within ninety-days, much faster than its competitors.  Firms can build custom apps with automated business processes, package them as an API, and create web-based UIs and Chrome extensions for end-users.  Openprise no-code app use cases include advanced segmentation, attribution, upsell, and cross-sell.

The Openprise data marketplace supports data enrichment from leading B2B and B2C vendors, including Zoominfo, Dun & Bradstreet, InsideView, Sales Genie (Infogroup), Cognism, Bombora, KickFire, Synthio, Oceanos (TechTarget), Acxiom, Bing, and Google Places.  Once enriched, data is normalized based upon customer-defined and Openprise taxonomic rules.  Normalization ensures that key values such as addresses, industry codes, job functions, and job levels follow a standard set of rules and taxonomic codes.