Introduction

Consolidating internal customer data helps organizations combine data from multiple systems into a more comprehensive view of your customers. This consolidated view provides your organization with an excellent starting point toward understanding who your customers are. However, this information doesn't often provide a complete picture of your customers. You also need to have relevant data from external sources to provide context and a deeper understanding, which can help you target your customers more appropriately.

Microsoft Dynamics 365 Customer Insights - Data enrichment options allow organizations to merge data from other authoritative data sources with Microsoft customer data. This feature allows your organization to take more informed and targeted approaches toward nurturing customers and marketing to them.

For example, an organization that sells recreational vehicles and outdoor equipment can build marketing segments based on internal systems that identify customers who would be interested in or are due for an equipment upgrade. However, the organization might not know which customers prefer specific brands or types of equipment. By enriching customer data with information, such as brand affinities, you can create more targeted marketing segments of customers who prefer brands of equipment that you currently have large quantities of in stock. Customer Insights - Data helps organizations enrich their customer profiles with data, such as interests, brand affinities, demographic information, location-centric data, and more.

The rest of this module examines the different options for enriching data in Customer Insights – Data.