Topic 3, Litware, inc.
Case study
Overview
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Overview. General overview
You are a functional consultant at Litware, Inc. for Dynamics 365 Marketing.
Your goals are to:
✑ Configure your environment to your company’s specific needs and usage, creating an environment that will allow the new Users to begin work creating Customer Journeys and other marketing efforts to countries in North America and Europe.
✑ Function as one of the marketing executives, specializing in compliance and adherence to company brand standards. Your role will include reviewing all marketing content before it is made publicly available.
General working hours for Litware, Inc. is 9AM to 6PM, Monday through Friday.
Overview. Users
The new marketing executives will immediately begin to create Customer Journeys and use Customer Insights for reporting.
There will be multiple Users in this role, and some will have additional privileges such as:
✑ LinkedIn integration administration
✑ Litmus Inbox Preview
✑ GDPR Privacy administration
Some of the marketing executives will focus on creating web content, while others will focus on creating Marketing Emails and putting together Customer Journeys.
As the functional consultant, you will focus on:
✑ assuring compliance with privacy practices
✑ auditing subscriptions
✑ ensuring all messaging adheres to your company’s brand standards
✑ continually adjusting settings as necessary within the system
✑ monitoring marketing pages to ensure content is current
✑ investigating any blocked email and fixing issues, if possible
Overview. Compliance
As the Litware marketing executives create a digital marketing library, you will be responsible for ensuring each marketing page is used appropriately and contains the required field values. Analyzing page performance will be a key element.
All marketing content must include the company logo, utilize the company colors (Green and Yellow), and have properly formatted sentence structure.
The following content must follow generally accepted grammar rules:
✑ Landing Pages
✑ Subscription Centers
✑ Forward to a Friend
✑ Voice of the Customer
✑ Event management
✑ Embedded Forms
All Marketing Pages with more than 5,000 views monthly must be reviewed quarterly to ensure content is updated and meets brand standards.
Existing environment. Dynamics 365 Marketing
This is a newly-installed system.
✑ No Users (other than you) have been added.
✑ There is no integration with any ERP system. An integration with LinkedIn and other social media sites must be configured.
✑ No custom configuration has been performed, and this will be within your area of responsibility.
✑ Your focus will be on ensuring your Dynamics 365 Marketing system is optimized for the type of marketing information Litware, Inc. needs to send out, and the results they want to analyze.
✑ You and others will be responsible for creating Content Blocks and Customer Journey Templates that meet brand and company standards, which will be used in multiple ways in all marketing efforts.
✑ All Lead Scoring Models will create new contacts in the database when the score is over 30.
Existing environment. Licensing
Litware, Inc. has a total of 10 Dynamics 365 Marketing licenses, one of which is the functional consultant license.
As the functional consultant of the account, you will be responsible for ensuring your company does not exceed the limits of your current subscriptions / licenses.
Litware, Inc. does not want to add any new licenses or purchase any more storage.
No Marketing Emails have been sent yet, and there are no Contacts in your Marketing database.
Several social media accounts have been configured and authenticated. All postings are to be made Public, for the widest visibility.
Existing environment. Add-ins
Litware, Inc. staff will utilize LinkedIn extensively for their marketing efforts.
It will be your responsibility to custom configure the LinkedIn integration, and to ensure all marketing messages meet the requirements necessary to market to LinkedIn Leads.
GDPR Privacy must be enacted on Customer Journeys for all recipients to comply with international laws, as Litware, Inc. has many contacts in Europe.
Each Contact in your database must be given clear directions as to how they can modify and disable the permissions they have given Litware, Inc, regarding contacting them.
This must be perpetually available.
Litware, Inc. wants to use artificial intelligence (AI) to maximize the effectiveness of all marketing efforts.
Your system has already been enabled to use the Smart Scheduler functionality.
Requirements. Planned changes
You will need to add several Users, who will then become members of your marketing team, including giving them accurate privileges and security related to their roles.
Each User must be given the freedom to accomplish their tasks, and yet not given permission to use tools outside their area of responsibility.
As the marketing executives at Litware, Inc. begin creating the digital content they will need for their customer journeys, you must ensure all the forms and web pages match company brand standards and best practices.
Litware, Inc. needs to implement controls on all Customer Journeys that will send emails at times when recipients are most likely to open them.
All Customer Journeys need to include the ability to capture contact info for anyone who is not already in your database.
Any Contact who fails to open 5 email messages should be marked as “Do not email.”
Requirements. Analysis and reporting
When the marketing executives begin to report on outcomes with Customer Insights, your job as the functional consultant will be to create custom analytics with Power BI. This will require you to set up Azure Blob Storage and give some of your users adequate permissions to use the information stored there.
Analysis and reporting is necessary for the following elements:
✑ lead scoring models C to ensure scores over 30 are creating new contacts.
✑ email insights C for unique opens and click-thru information.
✑ website insights C to determine the most popular web pages.
✑ marketing form interactions C to see which forms were submitted most frequently.
✑ incomplete journeys C to identify messages that can be improved.
All emails marked as blocked need to be analyzed and grouped as to the reason for the block.
A custom entity called Building Location is used as a reference for every contact. All
segments need to include sorting by this entity.
Every Customer Journey should be analyzed while running to evaluate any Contacts that are stopped. If the Contact stopped because Litware, Inc. reached the send quota for the month, the blocked Contacts should be added to a new segment and retried on the first of the following month.
Requirements. Compliance and access
The use of Power BI will require you to set up Azure Blob Storage and give some of your users adequate permissions to use the information stored there.
Activity templates will be used to provide follow-up with marketing Contacts as appropriate. You will be responsible for ensuring these are created in the system in a way that allows your Users to perform the tasks as assigned.
As digital content templates are developed, you will be responsible for ensuring each one complies with Litware, Inc.’s brand standards. In addition, you will need to be aware of known issues with specific email clients and avoid those problems.
All public content must comply with applicable national and international laws.
Segments must be dynamic in order to comply with GDPR regulations. Any bounced emails or unsubscribes will immediately be marked as such and no longer used.
Marketing Emails should be sent from an individual, to avoid spam filters that block generic email addresses.
Requirements. Technical requirements
✑ The current subscription includes a quota of 10,000 contacts; 100,000 Marketing email messages. You must ensure Litware, Inc. does not exceed these limits. You will need to report on your limits monthly to your manager.
✑ For the GDPR privacy requirements for European recipients, it is your responsibility to ensure perpetual access to navigation sites that enable them to manage the permissions that govern Litware, Inc.’s permission to contact them, and ensure these sites are being visited as frequently as expected.
✑ All marketing materials that are made publicly available through Litware, Inc. must meet privacy requirements. The Privacy Policy must be reviewed quarterly to ensure accuracy and compliance with applicable laws.
✑ Lead scoring will be based on the following:
Planned Event. Logistics
This conference will be a 3-day live event with attendees registering with their email address.
✑ Each attendee must indicate which track they wish to take. They are allowed to attend any class on that track during the event.
✑ Each track will have 3 classes per session, each lasting 1.5 hours.
✑ One staff member will be in each class to gather the names of all attendees.
✑ All event information will be posted on the event website:
✑ Once the maximum number of registrations has been received, a waitlist will be managed that will automatically register attendees as space becomes available.
Planned Event. Speakers
✑ Most speakers will be compensated, and all will receive complimentary lodging and meals at the host hotel.
✑ Some classes will require two smaller classrooms to be combined into one large room. Litware, Inc. staff will manage this process between sessions.
✑ Each speaker is allowed to bring 1 additional person at no charge. The speakers have been told to send this extra person’s information to Litware, Inc. staff so that the person can be automatically registered for the Track where the speaker is scheduled.
Planned Event. Attendees
✑ The host hotel has rooms available for attendees on a first-come, first-served basis. There are a total of 40 rooms available.
✑ In order to receive the conference room rate, they must register through the event’s marketing page.
✑ Attendees who have attended previous events will receive a discounted registration rate:
✑ Registrants were invited to this conference in response to contacting Litware, Inc. to start a Case with a complaint. Information about their Case will be used in email content.
✑ The venue can accommodate a maximum of 148 attendees.
Planned Event. Sponsors
✑ Each Track will have a sponsor who must be acknowledged at the beginning of each day, during the Keynote Speech and on the website.
✑ The conference is working with a new Sponsor, XL Company, to host the welcome tent.
✑ The conference has a returning Sponsor, Megram Corp, who is sponsoring all of the branded pens and notepads available for attendees.
✑ One Sponsor is ON24, who will be simulcasting the Management Track. They have performed this function previously and are well-versed in managing the event.
Planned Event. Communications
✑ Once a registration is received, the conference wants to send information to the registrant via email, giving them a detailed description of all the classes in their selected Track.
✑ Once a simulcast registration is received, the conference wants to send information to the registrant via email, giving them the link to the webinar and a detailed description of all the classes in that Track.
✑ One week after the end of the event, a survey must be sent out to each attendee, asking them about the event, the track they selected, and each individual class they attended. No survey will be sent to those who did not attend any classes.
✑ There will be multiple marketing messages posted on LinkedIn about this event. Litware, Inc.’s preference is that these are scheduled to post during the business day when possible.
To meet privacy and reporting standards, which three items does Litware require for segments? Each answer represents a complete solution.
A . Segments must include sorting by privacy requirements.
B . Segments should be Dynamic.
C . Segments should be Static.
D . Contacts blocked due to quotas will be added to a new segment.
E . Segments must include sorting by the Building Location entity.
Answer: BDE
Explanation:
A custom entity called Building Location is used as a reference for every contact. All segments need to include sorting by this entity.
Every Customer Journey should be analyzed while running to evaluate any Contacts that are stopped.
If the Contact stopped because Litware, Inc. reached the send quota for the month, the blocked
Contacts should be added to a new segment and retried on the first of the following month.
Segments must be dynamic in order to comply with GDPR regulations. Any bounced emails or unsubscribes will immediately be marked as such and no longer used.
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