Microsoft Combines Dynamics 365 Customer Insights and Marketing: What You Need to Know

In a recent announcement, Microsoft has revealed its plan to merge Dynamics 365 Marketing and Customer Insights. With this change coming into force from the 1st of September 2023, the new application will be known as ‘Dynamics 365 Customer Insights’, and will be split into two sections:

The new application brings significant changes for new and existing Dynamics 365 customers, which we will explore within this article. If you wish to skip to a particular section, please click on one of the headings below:

Why has Microsoft made this Change? 

D365 Marketing has been a comprehensive marketing tool used by many over the years; however, Microsoft’s new approach does not come without reason.

In fact, this rebrand reflects changes we have long seen within the marketing landscape, with customers today expecting more personalised experiences. Traditional outbound marketing strategies are often no longer suffice to engage and retain customers, and the technology businesses use must keep up with this shift.

By bringing both marketing functionality and customer insights into a single solution, Microsoft aims to support organisations to better understand their customers and deliver personalised interactions effectively.

Hello Real-Time Marketing: Goodbye Outbound Marketing 

One of the most significant changes resulting from this shift is the prioritisation of real-time marketing. From August 2023, new clients will only have access to the real-time marketing module within D365 Customer Insights – Journeys.

For existing customers who are using outbound marketing within D365 Marketing, there is no immediate cause for concern. Existing customers will retain access to the application. However, it is important to note that Microsoft has announced that no further updates will be launched for this application. Instead, the company will be channelling its efforts towards enhancing the new D365 Customer Insights Application.

In essence, Microsoft will gradually phase out outbound marketing, placing more emphasis on the more data-driven approach of real-time marketing.

Transitioning from Outbound to Real-Time Marketing (Customer Insights – Journeys)

Shifting from outbound marketing to real-time marketing within D365 Customer Insights – Journeys may seem like a significant change, but with a well-planned transition, it can be a smooth process. At Pragmatiq, we recommend taking a gradual approach to ensure a seamless switch between these two applications. This approach allows ample time for testing, troubleshooting, and user adaptation.

It is worth noting that some of the features included within Journeys, that are not available within outbound marketing are:

  • Real-time trigger-based journeys
  • AI (Artificial Intelligence) powered functionality that supports with segment creation, channel optimisation and email writing
  • Ability to send SMS and push notifications
  • Possibility to target leads, contacts, and profiles

If you require any help with the transition or would like consultancy regarding the best approach, please feel free to contact us and our team will be in touch shortly.

The new and improved Dynamics 365 Customer Insights (Journeys and Data) 

As mentioned earlier, the new D365 Customer Insights offering brings together D365 Marketing and D365 Customer Insights. While the name of the new application remains the same, it now includes both Customer Insights – Journeys (formerly Marketing) and Customer Insights – Data (formerly Customer Insights) applications.

What is Dynamics 365 Customer Insights – Journeys?

D365 Customer Insights – Journeys is a comprehensive marketing and customer engagement tool designed to enable organisations to personalise interactions and communications at every stage of their customer lifecycle.

What is Dynamics 365 Customer Insights – Data?

Dynamics 365 Customer Insights – Data, on the other hand, provides organisations with deep insights into their customer data. This comprehensive understanding of customer profiles, behaviours and preferences enables organisations to make more informed strategic decisions that meet customer needs and expectations. 

What is the new Microsoft Dynamics 365 Customer Insights Pricing?

Both D365 Customer Insights – Journeys and Data will be licensed under one umbrella. Pricing will differ depending on organisational needs and options start from:

£1,397.30 per tenant/month 

  • Includes 100,000 Unified People*
  • 10,000 Interacted People**

 £821.90 per tenant/month

  • Includes 100,000 Unified People*
  • 10,000 Interacted People**

Tier 1: 100,000–500,000 Unified People

  • £1,643.90 per pack/month
  • Sold in packs of 100,000 Unified People*

Tier 2: 500,000–2 million Unified People

  • £1,232.90 per pack/month
  • Sold in packs of 100,000 Unified People*

Tier 3: More than 2 million Unified People

  • £821.90 per pack/month
  • Sold in packs of 100,000 Unified People*

Tier 1: 10,000–50,000 Interacted People

  • £205.50 per pack/month
  • Sold in packs of 5,000 Interacted People**

Tier 2: 50,000–250,000 Interacted People

  • £246.60 per pack/month
  • Sold in packs of 10,000 Interacted People**

Tier 3: More than 250,000 Interacted People

  • £411 per pack/month
  • Sold in packs of 50,000 Interacted People**

* Unified People refers to a uniquely identified individual that is created through a collection of defined data source sets from multiple systems, represented by a profile (Microsoft) 

** Interacted People refers to any Dataverse entity (such as a contact, lead, account, or an Insights profile) that is interacted with. A person is considered interacted when they are interacted with via either an outbound interaction or an inbound one such as filling out a form via a marketing website. The interaction can be sent through the channels available in Customer Insights (such as emails, text messages, or push notifications), other Microsoft channels (such as Azure Communication Services), or external systems (such as other text-messaging providers) (Microsoft). 

In summary, the shift to Microsoft Dynamics 365 Customer Insights focuses on a more data-driven approach to marketing and prioritises a personalised experience that ultimately drives engagement, loyalty and success. 

If you have any further questions or would like some advice around transitioning, please contact us by emailing us at us on 01908 038110or filling out the contact form below.

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