Easily find similar customers to include in segments

Dynamics 365 Customer Insights is the powerful, real-time customer data platform from Microsoft. In many ways Dynamics 365 Customer Insights is the key to unlock hidden value in any organizations data and opens a plethora of use cases.

Table stakes in any marketing effort is a well defined segment. Often times you define the criteria for including your contacts in a segment, extract the count of members in the segment, and find yourself wishing for a slightly larger count in order to optimize for success.

The new Find Similar Customers feature in Dynamics 365 Customer Insights lets me find similar customers in my customer base using artificial intelligence.

If I have defined a segment and I’d like to identify additional potential members of that segment, I can ask Customer Insights to find them, based on similarities I specify.

In this example I’ve defined a segment ‘Summer Promo’ that has 770 members in it.

I’d like an even 1,000 members for my marketing campaign, so I’ll ask Customer Insights to find another 230 members. I click the three dots next to the segment name and then click Find Similar Customers to display the Expand Segment page

In the Expand Segment page I provide a name for my expansion segment, define the number of members I want, and the fields to base similarities on.

I will look for customers with similarities with regards to city, state, credit card, gender, and in-store purchases.

I click Apply and Run, and after a few minutes Customer Insights have found the 230 members.

I can click the expansion segment to check the similarity score of the individual members (customers)

  • Similarity scores below 0.55 are customers the system classified as not similar to customers in the source segment
  • Similarity scores between 0.55 – 0.7 are classified as somewhat similar
  • Similarity scores between 0.7 – 0.85 are classified as similar
  • Similarity scores between 0.85 – 1 are customers the system classified as very similar

I now have very targeted segments of the exact size I need, and I can go on to export the segments to e.g. Dynamics 365 Marketing and target these customers there.

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