Microsoft Dynamics 365 Blog

Privacy and compliance are crucial when it comes to customer data. In this new privacy-first world, consent funnels are as important as purchase funnels. It’s no longer only about collecting useful data. When companies build targeted and personalized experiences, customer consent must be infused across all workflows that use customer data.

Dynamics 365 Customer Insights is adding integrated consent features that empower marketers and business analysts to honor the consent given by their customers within existing workflows in the Dynamics 365 Customer Insights customer data platform (CDP). Administrators can connect to consent data and configure the rules for its use without writing code. These features are in public preview in 2021 release wave 2.

Consent rules and segmentation

Watch this video for an overview of how to integrate consent data and apply default consent rules to the segmentation data flow in Dynamics 365 Customer Insights:

With its added consent enablement capabilities, Customer Insights provides complete data management, including customer-identity data collection, unification, and enrichment. In this release, we enable a low-friction experience for integrating and harmonizing of consent data across several sources by leveraging dataflows. It all starts with our self-service data preparation service within Consent Center (see below).

Example of consent-related data sources that can be selected for integration.

You can map the integrated consent data to actions and inclusion or exclusion rules, and then use these rules to guide business processes. As shown in the example below, such consent rules act as global “guardrails” in segmentation to automatically filter profiles based on customer consent and preferences.

Example of creating customer segments based on consent rules.

Data analysts can also benefit from this integration of consent data into the CDP. They can include consent data to train and help improve the predictions and accuracy of machine learning models, such as customer churn and customer lifetime value (CLV).

Next steps

The public preview providing these capabilities will gradually roll out across regions. For more information about how to enable the experience in your environment, visit the Help hub.

To learn more about the new consent enablement capabilities, visit the Dynamics 365 Customer Insights portal.

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