Elevate your marketing efforts with the Natural Language Query feature in Dynamics 365 Customer Insights. Experience unparalleled precision and efficiency in customer segmentation and unlock a new era of marketing success.

In the ever-evolving realm of Dynamics 365 Customer Insights (previously known as Dynamics 365 Marketing), an innovative new feature has emerged from Microsoft to empower marketing professionals: the Natural Language Query (NLQ). Designed to simplify the creation and visualisation of segments, this innovation brings a new level of precision and ease to customer targeting. Let’s delve into the inner workings of NLQ and explore how it enhances marketing strategies…

Maintaining a competitive edge involves adopting innovative features that streamline operations and maximise results. The latest addition, the Natural Language Query (NLQ), is a testament to Microsoft’s pursuit. This feature equips marketing professionals with the ability to effortlessly construct and visualise customer segments using query block in simple, everyday language. By eliminating the complexities of segmentation, NLQ paves the way for unparalleled precision and efficiency in audience targeting. Query block is like a building block for creating groups of contacts. It can be simple, with just one rule, or more complex, with many rules nested inside each other. Each rule in a query block sets a condition that a contact must meet to be part of a group. For instance, a rule could say a contact must be from “London” or must have opened a certain email.

How does it work?

To activate the NLQ feature, administrators must navigate to the marketing settings tab and then access the feature switches. Once enabled, the feature becomes accessible to all business users within the system. It is important to note that NLQ is currently only available in the English language.

The NLQ feature transforms the way marketers build and view segments within Dynamics 365 Customer Insights. This feature empowers users to articulate their segmentation criteria using familiar language, effectively specifying attributes and logic for targeting purposes.

NLQ serves as the marketing department’s manual for creating queries, presenting numerous avenues for formulation through the below approaches:

  • Expressive Artistry: Convey your criteria naturally within the NLQ text field.
  • Recall and Reuse: Retrieve and reuse previously formulated queries.
  • Library Leverage: Choose from a selection of templates queries, streamlining your segment creation journey.
Figure 1: Query Block Recent and Templates

NLQ’s magic begins as you embark on creating dynamic segments. Initiating the creation of a dynamic segment sets the stage for NLQ’s involvement. The feature seamlessly blends marketer intent with the system’s responsiveness, opening avenues for effortless segment construction and fostering greater engagement. In the example below the system comprehends and matches the “conference” to the “seminar”.

Figure 2: Engage Query Blocks

Easy access Insights: As the NLQ text field materialises, an accompanying tooltip is displayed. This tooltip not only introduces you to NLQ but also serves as a gateway to deeper insights. Delve into the core of NLQ, explore query examples, grasp data usage descriptions and acquaint yourself with the underlying machine learning module as in Figure 3 – Natural Language Query.

Figure 3: Natural Language Query

Benefits of Natural Language Queries

  • Ease of use: NLQ leverages everyday language, eliminating the need for complex technical terms in segment creation. This empowers marketers of varying expertise levels to efficiently construct segments.
  • Efficiency: The NLQ feature drastically reduces the time and effort required to build segments. With an intuitive interface, marketers can swiftly define their target audience.
  • Clarity: NLQ’s simplified language ensures that marketers precisely convey their segmentation criteria, minimising confusion and ensuring accurate targeting.
  • Enhanced learning: NLQ’s feedback mechanism promotes learning. The system identifies phrases it might not recognise, encouraging marketers to rephrase or provide manual input for better understanding.
  • Optimised results: By providing feedback on query results, marketers contribute to refining the NLQ model. This iterative process improves the recognition of natural language phrases over time.

When is it available?

The NQL feature is currently available for existing Dynamics 365 Marketing users who have enabled it in the feature switches. It is also planned to be included in the release wave 2 of 2023 for Dynamics 365 Customer Insights users, allowing them to engage with customer data using natural language.

The advent of Natural Language Queries within Dynamics 365 Customer Insights marks a pivotal moment for marketing professionals. By effortlessly bridging the gap between user intent and technical execution, NLQ enhances precision, simplifies processes and drives efficiency in audience segmentation. As the feature evolves and expands its capabilities, marketing teams will find themselves equipped with an invaluable tool to shape their campaigns, better understand their audience and achieve unparalleled success.

To learn more about how NLQ can transform your marketing strategies, support your Dynamics 365 Customer Insights implementation and to explore its potential impact on your business please contact us here.