MB-260: Describe the differences between individual consumer and business account profiles

Some people are customers not connected to a company only as individuals (B2C). While other people are customers through their employer (B2B). When Customer Insights -Data was first released only B2C scenarios were supported. This has since been expanded and now you have individual consumer or business account profiles.

The individual consumer profiles capture and analyze data for the people not connected to companies, while business account profiles aggregate and unify data connected to business accounts. Let’s review some differences in the two profiles for the different areas.

Enrichments

Some enrichment types are only for business accounts, such as:

• Company data by Dun & Bradstreet
• Enrich company profiles with enhanced company data
• Enrich company profiles with Leadspace
• Enrich customer profiles with data from Microsoft Office 365

Predictions

You can have transactional churn predictions for both individual consumers and business accounts. For business accounts, you can also use AI to get other potential reasons for churn. For the results of the predictions the business accounts have an extra tab called “Influential feature analysis”. This analysis is based on your choice of top customers and benchmark customers and is ordered by the decreasing value of the churn score. The churn score can be either for the combined score of the customer and secondary level like a product or for just the customer.

Segments and segment exports

You can create segments for both individual consumers and business accounts. If you want to export your segments, the system you are exporting the segment to, must be able to support business segments. LinkedIn is one system that supports business account segment exports. Other systems require information from the contact table.

Exports

Most exports in Customer Insights are available for business accounts. However, some exports require extra configuration and contact information projected in the underlying segments to be valid for business accounts.