Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

Learn to design customer journeys using Microsoft Customer Insights - Journeys and Copilot. You’ll build end-to-end, multi-channel customer journeys using email, event-based triggers, and additional channels such as SMS and push notifications where available. Learn to design intelligent journey flows with segment-based branching that adapts messaging based on customer behavior and attributes. You’ll also coordinate cross-channel campaign calendars to align email, social ads, webinars, and direct mail for consistent and timely customer engagement across touchpoints. Leverage Copilot to generate personalized subject-line variations, message content, and dynamic recommendations tailored to different audience segments, improving relevance and engagement efficiency. Explore how to structure journeys that respond to real-time customer actions and lifecycle stages, ensuring more contextual communication. By the end of this learning experience, you will be able to design scalable customer journeys and evaluate channel performance using attribution insights to optimize your overall marketing mix and improve campaign effectiveness across channels.

Syllabus

Multi-Channel Journeys: Design and Build Journey Flows

Learn to design customer journeys using Customer Insights - Journeys' visual canvas, combining email tiles, event triggers, wait steps, and segment branches into cohesive multi-channel experiences.

Multi-Channel Journeys: Evaluate Performance and Optimize

Learn to analyze journey performance using Journey Analytics, identify the highest-impact drop-off points, and develop data-backed recommendations for creative and timing optimizations.

Orchestrate Touchpoints: Design a Coordinated Campaign Calendar

Learn to create a coordinated campaign calendar that aligns touchpoints across email, social, webinars, and direct mail—ensuring consistent messaging and optimal timing without overwhelming your audience.

Orchestrate Touchpoints: Analyze Channel Attribution

Learn to analyze multi-touch attribution in Power BI to understand how channels contribute to conversions, then present data-driven budget reallocation recommendations to stakeholders. Attribution analysis is directional and strategic, not an exact science—especially in non-ideal data environments. The goal is to inform better decisions, not to achieve perfect measurement.

Personalize Content: Generate Variants with Copilot

Learn to use Copilot to generate personalized subject line variants that incorporate dynamic tokens, scaling your personalization efforts while maintaining relevance for each audience segment. You'll learn to use AI as a creative accelerator while maintaining the human judgment that keeps content on-brand and effective.

Personalize Content: Evaluate and Iterate with A/B Testing

Learn to set up A/B tests for your personalized subject lines, measure performance lift against control, and systematically iterate on underperforming variants to maximize engagement. This module is about interpretation and judgment, not advanced statistics—you won't need to be a data scientist to apply these skills.

Project Module: Multi-channel Campaign Launch

Apply your journey design and orchestration skills to launch a comprehensive multi-channel campaign. You will create an end-to-end journey with personalized content, coordinate touchpoints across channels, analyze expected performance, and present a complete campaign launch package ready for stakeholder approval. This is a planning and synthesis exercise. You are assembling a compelling launch package using prior work, not guaranteeing performance accuracy. Projections are directional estimates based on assumptions, not commitments.