Today at the Microsoft Business Applications Summit, a new integration between Dynamics 365 Customer Insights and Microsoft Advertising was announced. Advertisers can now bring their customer segments from Dynamics 365 Customer Insights into the Microsoft Advertising platform to target on the Microsoft Search Network and Microsoft Audience Network using Customer Match targeting. We’re also excited to share that Customer Match targeting is now generally available to all advertisers.
What this integration means for our advertisers who use Dynamics 365 Customer Insights
- Access to rich, unified first-party data to help boost performance through better targeting.
As cookies are phased out, first-party data will become even more of a priority for delivering personalised advertising experiences to help you better reach your customers.
- Easy to manage customer segments.
Access and manage your most up-to-date audience segments all in one place, making it easy to share to many destinations, including Microsoft Advertising.
- Efficient scaling across ad platforms.
Create a unified and consistent audience approach across ad platforms, including Microsoft Advertising, to make targeting your most valuable customers easier.
Let’s imagine you’re a retailer, with both an online presence and a brick-and-mortar presence, managing your online and offline businesses separately. With Dynamics 365 Customer Insights, you can bring together your online and offline data in one location to better understand your customer interactions across all channels.
Unifying this data into a single location enables you to create a limitless set of customer segments to target on Microsoft Advertising and other ad platforms. These segments can be also used on other destinations outside of advertising including Marketo, MailChimp, dotdigital, SendGrid and Autopilot.
Segments could include customers who have purchased in store but never online, customers who returned a product and haven’t purchased since, and even frequent purchasers who have shown interest in other product lines. Let’s take this one step further. A customer hasn’t bought online and has an affinity to a brand that you sell. You can now target that audience with the same message on all advertising platforms as a single audience — inviting them to purchase again from you.
Microsoft Advertising connects advertisers to a valuable audience through search and native ad placements, helping them reach half a billion people globally across our network that includes Bing, Microsoft News, Outlook.com, Verizon Media and DuckDuckGo. Our audience spends more time online than the average internet searcher, is more comfortable making purchases online, and includes people who aren’t reached on Google. Searches done on the Microsoft Advertising Network account for 38% of total search share.
What is Microsoft Dynamics 365 Customer Insights and how does it help advertisers?
Customer Insights | Microsoft Dynamics 365
Dynamics 365 Customer Insights is a powerful, real-time customer data platform (CDP) that brings together transactional, behavioural, and demographic customer data to create multi‑dimensional profiles. Organisations can activate real‑time insights across the entire customer journey on multiple destinations including analytics, marketing, advertising, and customer engagement platforms through turnkey integrations with Microsoft and third‑party applications — and we’re excited to include Microsoft Advertising as a new destination beginning this month!
The value of Customer Match targeting
With Customer Match from Microsoft Advertising, you can use your own first-party data to target customers who have shared their email addresses with you. Customer Match lists can be used to target across both the Microsoft Search Network and Microsoft Audience Network, helping you boost performance of your ad campaigns. Advertisers using Customer Match saw up to a 120% greater conversion rate (CVR) and 44% lower cost-per acquisition (CPA).
Use your customer email addresses to create various Customer match lists, including:
Here's how the integration works between Dynamics 365 Customer Insights and Customer Match:
Customer segments are created in Customer Insights. Once the initial connection is set up between Customer Insights and Microsoft Advertising, the customer segments are available right in the Microsoft Advertising user interface on the Audience page, with all other audiences, ready to target on the Microsoft Advertising Network. And you can target these segments across ad platforms — Google Ads, Facebook Ads, and now Microsoft Advertising. Easy!
Here's where the customer segment from Dynamics 365 Customer Insights shows up in the Microsoft Advertising user interface:
Interested in learning more or getting started with Microsoft Dynamics 365 Customer Insights or Customer Match?
Talk to your Microsoft Advertising account team.