MB-280 flashcards

32 cards. Read the term and the definition here. The deck at the top of this page is optional.

Real-time vs outbound marketing

Both marketing types can run in the same Dataverse environment, but new feature investment goes to real-time marketing, so new deployments should build journeys in real-time marketing.

Marketing settings area

The Settings area of the Customer Insights - Journeys app holds defaults such as sender and sending domain, consent and compliance configuration, and hosting domains for forms and pages.

Sending domain authentication

Publishing SPF and DKIM records for the sending domain proves the sender's identity to mailbox providers, improving deliverability and reducing spam filtering or spoofing risk.

Marketing security roles

Out-of-the-box marketing roles such as Marketing Manager and Marketing Professional grant scoped access to emails, segments, journeys, and settings without requiring the System Administrator role.

App provisioning prerequisites

Installing Customer Insights - Journeys requires a Dataverse environment, either production or sandbox, plus an appropriate Dynamics 365 license, and the app is installed from the Power Platform admin center.

Static segment

A segment whose membership is captured as a snapshot when the segment is resolved; it does not refresh automatically, so it must be re-resolved to include newly qualifying records.

Dynamic segment

A segment defined by query criteria over Dataverse tables; membership updates as records are created or changed, so contacts enter and leave without any manual re-resolution step.

Contact point consent

Consent is stored against each email address or phone number rather than the contact record, so opting out one address leaves the contact's other addresses unchanged.

Consent purpose

A consent purpose describes a category of communication, such as commercial or transactional messaging, and each contact point records opted in, opted out, or not set for that purpose.

Exclusion segment

A segment attached to a journey whose members are prevented from receiving that journey's messages, used for suppression lists, competitors, or internal employees.

Content block

A reusable piece of email, form, or page content stored centrally and referenced by marketing assets; editing the block updates every asset that uses it.

Personalization token

A data-bound placeholder inserted into message content that is replaced with the recipient record's value at send time, using a defined fallback when the field is empty.

Brand profile

A central definition of logo, color palette, and typography applied by the email, form, and page designers so all marketing assets follow consistent branding.

Marketing form

A capture form mapping input fields to contact or lead attributes; it can be hosted or embedded, and each submission can create or update records and start a journey.

Accessibility checker

A designer tool that flags issues such as missing image alt text or insufficient color contrast in emails and pages before publishing, supporting accessible content.

Marketing campaign record

An outbound marketing record that groups related emails, customer journeys, events, forms, and leads for a single initiative so results can be reported together.

A/B split tile

An outbound journey tile that sends alternative versions to a test portion of the audience, then delivers the version with the better winning metric to the remainder.

Lead scoring model

A configured model that adds demographic points and interaction points to produce a lead score and grade, helping sellers prioritize which leads to pursue first.

Journey goal

A target metric selected for a customer journey, such as number of clicks, against which journey insights measure success and overall campaign effectiveness.

Real-time trigger

An event-based journey start, such as a form submission, email click, or Dataverse record change, that enrols the matching customer in the journey immediately.

Wait until tile

A journey tile that holds a participant until a specified date or time, or until a condition becomes true, then continues to the next tile.

Custom trigger

A trigger defined with a published event schema that external applications fire through the Customer Insights - Journeys API to enrol customers in a journey.

Exit criteria

A journey setting that removes a participant when a condition is met, for example when the customer makes a purchase or withdraws consent.

Frequency cap

A limit controlling how many messages a single contact can receive within a defined time period, preventing over-contact across multiple journeys.

Event session

A scheduled occurrence inside an event, with its own time, track, speakers, and capacity, for which registrants can separately register and be checked in.

Event pass

A registration tier for an event that carries an allocated quantity and determines which sessions or benefits an individual registrant is entitled to.

Event portal

A hosted website generated for an event where visitors read the agenda and speaker details, register, and manage their registration without receiving a marketing email.

Webinar provider integration

A configuration connecting an event to a hosting service such as Microsoft Teams, Zoom, or ON24 so the live session runs there and attendance is recorded.

Open rate

Calculated as unique opens divided by delivered emails; using delivered rather than sent as the denominator excludes bounced messages from the measure.

Click-through rate

Calculated as unique clicks divided by delivered emails; the click-to-open rate instead divides unique clicks by unique opens to isolate content engagement.

Bounce rate

Calculated as bounced messages divided by delivered messages; hard bounces are permanent address failures while soft bounces are temporary delivery problems.

Attribution model

A rule set that distributes conversion credit across the journeys and marketing touchpoints a customer interacted with, using approaches such as last touch or even distribution.