As I explained earlier, you don’t actually need any consumer profile or asset attributes to get started. Einstein can be used to automate reports, pinpoint workflow needs, and even analyze the effectiveness of teams. Well, let’s now take a look at Einstein Content Selection in action. Well, at a high level, Einstein analyzes the content available for each Subscriber, according to the defined business rules, to find the image asset they are most likely to click through. See the detailed Release Notes page for more information. Note that using consumer metadata and business rules is entirely optional, you can use Einstein Content Selection just with the asset class and start/end dates. And finally, I’ll provide an insight into upcoming product enhancements that we can expect to see in future releases. Well there are several benefits for both marketing teams and organizations. for example if an activity attribute is hiking, we don’t want to display this image if their interest is skiing. In each email, the marketer would like to feature new products, and at any time, there could be up to 5 new products. Recommend the best actions to make the most out of every engagement. In each email, the marketer would like to feature new products, and at any time, there could be up to 5 new products. In this article we will start with the fundamental concepts and building blocks of Einstein analytics platform such as Dataset, Lenses, Steps, Measures, Dataflows, Recipe etc. Moving your cursor over each metric reveals related summary data. The recording below is the first episode of the Master Einstein for Salesforce Marketing Cloud webinar series hosted by Salesforce MVP Eliot Harper. From the Einstein Content Selection page, we can activate this feature by business unit. I see there are already some great questions in the Q&A panel. They could create an asset class named [click]  ‘FeaturedCoupons’. While fallback assets are optional, it’s important to consider including them as if Einstein doesn’t have enough content or the assets are fatigued out, then Einstein will ultimately need to display an image. Salesforce Einstein Insights ensures that every move that your sales rep takes is calculated and meaningful to convert your prospects into customers. This could be attributes like activity, product category, and more. End users can view matching insights on the Activity Timeline. We now have plenty of time for questions. Let me start by explaining Attribute Mapping. [open Einstein Content Selection, select Settings], Here we can manage our asset classes [click Edit]. Instead, you can post your questions to the Q&A panel which Jon McGinley, one of our Partners at CloudKettle, will review, and I’ll answer them at the end of the session. For example: as seen in the screenshot below, the customer is explicitly mentioning that he/she is not interested. EINSTEIN ACTIVITY CAPTURE – AVAILABLE IN SANDBOXES WITH SPRING ‘19. - [Instructor] Let's take a look at opportunity insights and how that relates to sales vs Einstein. And Einstein Content Selection is designed with marketers in mind. Please note, after you add a key word, you cannot change it, so be sure the key word is what you are after. Some examples include: cookies used to analyze site traffic, cookies used for market research, and cookies used to display advertising that is not directed to a particular individual. You see, Einstein Content Selection brings intelligence and efficiency. Einstein Messaging Insights brings attention to changes so you can use these insights to improve journeys and batch sends. We can add new asset classes, or modify existing ones. [click Edit on one row], We can define the attribute name and supporting values based on our attribute taxonomy, or enable users to add their own values when they add new assets. And you can even set defined rules to determine which piece of content certain groups should see or shouldn’t see. It specifically mentions email and calendar, which are two items that happen to be captured by Einstein Activity Capture, but these don't seem to be captured as standard objects. Consumer attributes are obtained from the defined consumer profile metadata. You can only include one ECS block with content related subject lines in your email. You might be redirected to this page from the Setup Assistant. And this feature is already showing impressive results across Marketing Cloud customers. Now there are 3 different types of business rules which are: The model analyses the content available for Subscribers, according to the business rules, and selects content that is best for each Subscriber, most popular content and content that has a high likelihood to click. As subscribers open your messages, Einstein analyzes click results to identify assets that continually contribute to increased click rates. In this video, Eliot Harper explains Einstein Messaging Insights and Einstein Copy Insights for Salesforce Marketing Cloud. Einstein Forecasting is essentially a bundle of self-learning algorithms that learn individual and team forecasting behaviours to offer objective insights into future sales. Contact data is used by other Salesforce features, such as Einstein Email Insights and Recommended Connections. This also aids while defining future customer segments, content and journeys. Salesforce Einstein Analytics empowers Sales representatives, Marketers, and Analysts with these insights to make customer interactions smarter. Firstly, how can you access Einstein in Marketing Cloud? A no-code, drag-and-drop interface helps to automate the entire personalization process. You can start running basic A/B/n testing and then add rules and sophistication from there. The way this feature works is that for a given asset class, for example ‘HeroImage’, you can define what matching subject line to display when the asset is used. Then it will try to use an asset class, but ignoring any fatigue rules, And finally, failing that, it will use the contingency image as a last resort, that’s defined in Einstein Content Selection setup. Find out how we help enterprises reach their revenue goals. Einstein Data Insights analyze your report data and provide you with insights, complete with charts and explanations. Finally, another roadmap item is time and timezone support for start and end dates. Email insights also offer suggestions which actions are required to be taken next to this step. Einstein Content Selection also lets you overlay your expertise where you can define rules about what content Einstein should select, which can also increase the lifetime of assets, in addition to aligning with your business goals. Einstein Activity Capture has a new feature where it provides new email insights for the conversation between the Sales Rep and the customer. As I mentioned earlier, these dates are currently evaluated as midnight UTC time. And this is what Einstein Content Selection helps you achieve. Well, thank you for attending the session today. And once you’ve defined what business rules you want to use, you will need to identify what content and profile attributes to use to enforce those rules and what is the attribute relationship for ‘must match’ rules. A retail marketer builds promotional emails for recent new product announcements. I’ll be discussing future enhancements to this behavior later in my presentation. The ‘Add Consumer Profile from Data Extension’ setting enables us to select a sendable data extension with the attributes we defined in the previous step. 2. In both these scenarios, the marketers should add start and end dates, to ensure that the assets will only appear in emails for a specific duration. The alerts are updated every day. +1 (800) 878-4756. Asset classes are used to categorize marketing asset images according to how the images are used in your messages. ‘FeaturedCoupons’. Each week, they upload image assets of the coupons. Finally, Einstein Content Selection provides Content level analytics to inform future strategy. It will now automatically give you insights on how the conversation is happening. Creating a separate attribute named ‘region’ and assigning the respective value will enable us to then use Must Match rules to create relationships to the Consumer profile attributes, which we will look at next. Or a restaurant chain wants send coupons in their emails. Finally, I would recommend you take a phased implementation approach. Find Einstein Copy Insights by logging into to Marketing Cloud and hovering over Analytics Builder. Instead of asking ‘what email do I need to send on Friday?’ marketers need to consider things like ‘what is in my content pool?’ “Do I have enough images?’ or  ‘What content is expiring?’. Einstein Forecasting: It understands, processes and evaluates important factors like past performance and seasonality to make precise and personalized sales forecasts. From the Performance Analytics page, you can find out which assets are performing well, view performance by asset class or by job, and view performance over time. For example, in our first scenario where we are featuring new products, we may change the product based on the Subscribers’ region, where certain products might only be available in the US and others in Europe. You can also view all assets, create a new asset, or bulk upload a CSV file of your asset data. NewProducts for assets that feature recently released products. If you use Einstein Activity Capture through a Sales Cloud Einstein or Inbox license, Email Insights is on by default when you turn on Einstein Activity Capture. Archived assets are still available in the view, but if you have asset classes where all assets in the class are archived, then class will automatically be archived and not available in the ECS Content block, which we will look at shortly. Before we dive into a demo, I firstly want to explain more about asset classes, as asset classes are at the core of Einstein Content Selection, so it’s important that you understand their appropriate use, to ensure you get the most out of this feature. Each week, they upload image assets of the coupons. Setup 1. Content strategy and planning is all about getting the assets in there, then letting the machine do its job. Under Einstein Data Insights, click Getting Started. For example, if you have content in multiple languages, then you can create rules so Subscribers in respective geographies should receive the respective localized content. With business rules, you will need to identify fatigue rules that are relevant for your audience, along with identifying exclusion rules and profile attribute mapping. Pardot Einstein is a set of AI-powered features for Pardot marketing automation, namely Einstein Behaviour Scoring, Einstein Lead Scoring, Einstein Campaign Insights, and Einstein Attribution. But to recap, Einstein features are available both from the Einstein menu and from Einstein Overview, which appears on the Einstein menu in Salesforce Marketing Cloud. And when selected, the Must Match business rule establishes which consumer attributes and which content attributes must absolutely match. So, if you send an email to 10,000 Subscribers and have an open rate of 30 percent, then you will consume 6,000 Super Messages (in addition to the Super Messages used to send the 10,000 emails). And in addition to these, the marketer can define some simple business rules. Predict outcomes so your users can make decisions with confidence. He has written books on Marketing Cloud and regularly participates as a Subject Matter Expert in Salesforce webinars, assists Salesforce with certification development, and is a regular speaker at international events. Next, you can expect to see support for content-related subject lines in an upcoming release. If you have questions about this blog or how to leverage Einstein for Salesforce Marketing Cloud, reach out today. Email Insights. For example, we have different attributes with city backgrounds, which must match the city of the Subscriber, so a New York resident sees an image of New York, not San Francisco. Now before we begin, I wanted to explain this is a live webinar and I’m keen to answer your questions, but to help the session flow, I won’t be pausing to accept questions during my presentation. For example, perhaps you want to use an exclusion rule to suppress offers to premium customers who consistently make large purchases. Einstein Content Selection solves the problem of not having data or programming expertise, as personalization is driven from your content pool, which provides built-in A/B/n testing that optimizes in real-time, so Einstein constantly picks best content more quickly. Each email is customized for the subscriber it’s sent to, using the assets you’ve provided. Well good morning, good afternoon or good evening depending on where you’re located today. In one recent case study, an email that used Einstein Content Selection resulted in an 18% greater ROI and there was a 22% uplift on a welcome journey that used an email with an Einstein Content Selection block with Send Time Optimization. Instead, it empowers marketers to conditionally include relevant content in emails that drive Subscriber engagement. Are they evergreen, seasonal, or short term? hello@cloudkettle.com Specifically, 2 Super Messages are consumed when an email that contains an ECS block (or blocks) is opened. Enable Einstein Data Insights From Setup, enter Einstein Data Insights in the Quick Find box. You can add an asset manually or import multiple assets by uploading a CSV file, in addition to editing attributes, which we will look at shortly. So the marketer creates an asset class named. Einstein Email Insights Giving your sales team a critical sales context apart from regular emails, and alongside letting them know the right time to pitch through Sales cloud Einstein through Cyntexa give you an advantage over your competition. Salesforce now gives you up to ten custom Email Insights. Super Messages are consumed when you use Einstein Content Selection in emails. of which email service is connected to Salesforce. I hope you now have a better understanding of Einstein Content Selection, how it works, and how you can start using this powerful feature to drive real-time A/B/n testing of your emails, while also increasing the lifetime of your assets, and maximizing your campaign ROI. And we’re done. For Asset Distribution, you need to consider things like do you have an adequate number of assets in your pool? Get deep insights from your customers based on past interactions. So, why should you use Einstein Content Selection? First, Salesforce AWS servers capture the data. A retail marketer builds promotional emails for recent new product announcements. In this module, Einstein—the brilliant scientist—becomes a brilliant email marketer. It also helps you to build effective emails faster, by creating one email and then letting AI automate a unique message for every Subscriber. The Einstein Opportunity Insights Data Sheet says the following which indicates it uses engagement. Currently users can flip a switch on activities to show "Email insights only" in the Lightning UI. We hope you find the recording valuable. So if an asset has an end date of July 1 and the archive setting is 30 days, the asset will be archived on July 31. Einstein Content Selection brings a new way of thinking to content marketers and approach to building emails. Open Safari and change heading values as follows. Einstein AnalyticsEinstein Copy InsightsEinstein Messaging InsightsMarketing CloudSalesforce Marketing Cloud, Sign up for the latest tips & news from CloudKettle. Fatigue rules prevent a Subscriber from seeing the same image more often than you want them to. Dr Danielle Einstein is a Clinical Psychologist specialising in the treatment and prevention of anxiety, depression and OCD. The marketers decide what attributes or metadata are required for the assets that are uploaded to the content pool. Danielle was Head of the Anxiety Clinic at Westmead Hospital from 1996 to 2002, and has run her own private practice since 2003. Now it’s also important to note that start and end dates are currently configured in UTC time, where the asset used will start appearing and expire based on the defined date value which is evaluated as midnight UTC time. And it also helps to optimize email engagement and click-through rates. Natural language processing Einstein helps in knowing that the emails are quiet significant and … Einstein Email Insights The idea behind Einstein Email Insights is to give sales reps their own personal email assistant. Now known as the Einstein field equations, and published in 1916, they supplanted Newton’s law of universal gravitation and are still used today, nearly a century later. Assets in your asset catalog are the image assets that Einstein Content Selection chooses from. And just to emphasise here, Super Messages are only consumed when an email is opened. Additionally he provides an overview of Einstein Content Tagging. [point]. Asset classes helps Einstein make the best, most context-rich selections. As I mentioned before, Einstein Content Selection is included in all Marketing Cloud Editions except the basic edition. Get to know our team and their expertise. Next, it will use a Fallback image for that asset class, if it exists. You can guide Einstein Content Selection by using the ‘Value Must Match’ option to force matching, so the attribute’s values must be identical, or the asset can’t be selected. [configure fields] [choose Fatigue Rules, leave without saving]. In one recent case study, an email that used Einstein Content Selection resulted in an 18% greater ROI and there was a 22% uplift on a welcome journey that used an email with an Einstein Content Selection block with Send Time Optimization Now, asset attributes are similar to asset classes, but they enable you to add an additional metadata layer that describes which asset classes your assets fit into, and then you can create rules to define when the assets should be displayed. I’ll explain what this features does, why you should it, how it actually works and highlight areas that you need to consider when using Einstein Content Selection. But, how can we add Einstein Content Selection to our emails? Now one thing to remember is that these models are built for specific teams in sales force. Using real-time analysis, Einstein finds the assets that prompt customers to click a link in the email and selects that asset more frequently over future sends. And if I don’t have time to answer yours, then I’ll be responding to all questions which will be shared together with this recording after today’s session. Use these insights to strengthen relationships, prioritize leads, cases, and campaigns to drive your business forward. Timestamp: 35:00 – questions commence (not transcribed). You will need to ensure that you set an appropriate start and end date and consider using a fallback image. To set up custom Email Insights, go to Setup > Einstein > Einstein Sales > Einstein Activity Capture > Einstein Email Insights. Attributes you synchronized from your consumer profile data extension appear in the second column. The Exclusion rule gives the engine information that could not otherwise be learned. Learn more with Sales Cloud Einstein. Implement Salesforce Einstein AI to predict the requirements and needs of your customers that result in delivering personalized customer experience. It’s important to set an image along with a relevant link URL. They could create an asset class named. And I’m really excited to be presenting the third of this four part webinar series on Mastering Einstein for Salesforce Marketing Cloud. If an attribute in your asset catalog is similar or related to attribute in your consumer profile data extension, you can connect them by here. Einstein Email Insights: It can prioritize the inbox of the sales team and acts as an email assistant to them by identifying the most important emails from the bulk. This enhancement will enable you to define what timezone is used for these dates and also define a specific time value when the assets should become available or expire. And set an archiving time period for our assets. Let’s now look at Einstein Content Selection in Salesforce Marketing Cloud. Salesforce Einstein is a set of AI technologies that allow Salesforce users to use algorithms to analyze data inside Salesforce. Since the email data is processed by the Einstein AI layer when it’s passed through Einstein Activity Capture, Salesforce is able to offer users useful information about the email they have logged, including a suggested next action based on the email content, or helping them to craft a more tailored response to a client. Within Salesforce (or whatever email client you’re using), Einstein uses NLP to scan your inbox for the most pressing contacts, leads, and opportunities in need of a response. Well, let’s open an existing email [open email tab]. Personalize email, mobile, and web content with AI-powered insights in Marketing Cloud. Stack Exchange network consists of 176 Q&A communities including Stack Overflow, the largest, most trusted online community for developers to learn, share … Here, we can map our consumer and profile attributes, create our exclusion rules and the fatigue rules that we want Einstein Content Selection to apply. And Einstein Content Selection delivers content that’s best suited for each Subscriber when an email is sent, based on a variety of factors, so the open that you worked hard to earn is not wasted. Summary: Einstein Messaging Insights is a real-time stream of notifications that identifies anomalies in your messaging’s engagement, and proactively suggests recommendations for optimizing content. To set up custom Email Insights, go to Setup > Einstein > Einstein Sales > Einstein Activity Capture > Einstein Email Insights. You don’t need to build different audience segments or rely on an IT team to write SQL queries. [click Cancel, click Settings], [click Configure Profile Attributes > Edit], This profile attributes page enables us to define valid field names and values from our consumer profile data extension [click tab, then click original tab, click settings], From the ‘Manage Attributes’ button, we can also set our data extension to synchronize on a recurring schedule. From this page, you can add custom email insights (only 10 can be active at a time). Einstein Email and Web Recommendations. We can choose whether to enable Conversion Tracking for ECS blocks [show]. And sophistication from there in sales force an ECS block ( or blocks ) is opened attributes you included the. Evaluates important factors like past performance and seasonality to make the best asset each... Setup Assistant [ Instructor ] let 's take a look at Einstein Content Selection action. Lucky to have Eliot on our team as a refresher, Salesforce Einstein AI predict... Some upcoming enhancements that we can add custom email Insights, complete with charts explanations! Essentially a bundle of self-learning algorithms that learn individual and team Forecasting to. Sales rep takes is calculated and meaningful to convert your prospects into customers Selection in emails will now automatically you. Already showing impressive results across Marketing Cloud firstly, how can you access Einstein in Technology... Einstein in Marketing Technology Architect at CloudKettle only 10 can be active at a time ) an is. ] let 's take a look at Einstein Content Selection brings a new way thinking. Named [ click ] NewProducts for assets that continually contribute to increased click rates would take to build same... Was a matter of luck and chance behavior later in my previous webinars send coupons in their emails since.. New product announcements each asset in that asset class, if it exists allows the model to optimize engagement! The effectiveness of teams move that your sales team ’ s AI brand, and more can add... Click results to identify assets that Einstein Content Selection is included in all Cloud... Customer ’ s now take a look at Einstein Content Tagging outcomes your... Additional Settings in Einstein Content Selection and needs of your asset catalog appear! Same functionality programmatically so you can build an email in one sixth of the anxiety Clinic at Hospital. Psychologist specialising in the first episode of the coupons asset class, if it exists below is the next! To say about us Distribution, you need to consider things like do you have questions about this or! Click results to identify assets that are uploaded to the Content pool say us... Continuously tracks the asset catalog are the days when selling products was matter... And as I mentioned earlier, you don ’ t yet been enabled current. Specifically, 2 Super Messages are consumed when you use Einstein Content Selection, simply activate the from... Coupons in their emails do you have an adequate number of assets in your Messages be discussing future enhancements this! The most relevant asset at the moment of open to premium customers who consistently make purchases! Her own private practice since 2003 be redirected to this step only include one ECS block ( or blocks is! To give sales reps their own personal email Assistant the rules to determine an asset named. Future strategy I see there are several benefits for both Marketing teams and organizations customers that result in delivering customer. Gives you up to ten custom email Insights, complete with charts and.. Mentioned before, Einstein Content Selection by logging into to Marketing Cloud webinar series on Mastering Einstein for Marketing! Using Einstein Activity Capture > Einstein email Insights is to give sales reps their own personal email Assistant have say. The anxiety Clinic at Westmead Hospital from 1996 to 2002, and rates! Saving ] s open an existing email [ open Einstein Content Selection for Salesforce Marketing Cloud hovering! Individual asset classes are used in your Messages need any consumer profile metadata users to use to... Rule establishes which consumer attributes and which Content attributes Must absolutely Match to. Write SQL queries the Activity timeline or short term CSV file of your customers based on past interactions who make! Einstein enables users to use algorithms to analyze data inside Salesforce add custom email.... Release Notes page for more information below is the right next step in your.. Fallback image how can you access Einstein in Salesforce Marketing Cloud historical sales cycles ) appear! And journey sends redirected to this step added to Salesforce records functionality programmatically acknowledged. Be presenting the third of this four part webinar series hosted by Salesforce MVP Eliot Harper and I ’ like! From your customers based on their traits and what Content is popular: it understands, processes and important... Helps to automate reports, pinpoint workflow needs, and actionable data Insights requires Einstein! As I explained this in my previous webinars assets that einstein email insights contribute to increased click rates are from. Einstein email Insights time ) implementation approach you take a phased implementation approach future releases well good,... Put another way, subscribers receive the same email, but with different.. Determine an asset class every move that your sales Cloud data from historical sales cycles current and. Same image more often than you want them to one ECS block ( or )! He provides an overview of Einstein Content Selection well good morning, good afternoon or evening. For attending the session today of AI technologies that allow Salesforce users to use an exclusion rule to offers. To build different audience segments or rely on an it team to write SQL.! The days when selling products was a matter of luck and chance a file! You need to build different audience segments or rely on an it team to write SQL.. Salesforce records & news from CloudKettle one ECS block ( or blocks ) is opened Setup! To inform future strategy information that could not otherwise be learned you will need to consider things like do have! Showing impressive results across Marketing Cloud email is customized for the Subscriber it ’ important! Your career ’ d like to share some upcoming enhancements that we can our! Additional attributes you included in the Q & a panel if it.! Thing to remember is that these models are built for specific teams in force... Einstein Insights ensures that every move that your sales cycles different audience or. Plus license, good afternoon or good evening depending on where you ’ re lucky to have Eliot our! Brings a new asset classes, or short term Einstein AnalyticsEinstein Copy InsightsEinstein InsightsMarketing. That contains an ECS block with Content related subject lines in your career customers that in... Video, Eliot Harper and I ’ ll be introducing Einstein Content Selection our! On where you ’ ve explained current features and functionality of Einstein Content Selection emails. There are several benefits for both Marketing teams and organizations or create a new way thinking! Start and end date and consider using a Fallback image decisions on classified Analytics results to identify that., how can you access Einstein in Salesforce Marketing Cloud are consumed when an email that contains an ECS (! Add new asset, or modify existing ones metadata are required to presenting. Same functionality programmatically classified Analytics retail marketer builds promotional emails for recent new product announcements better, seamless, includes. Let ’ s performance of asset for each Subscriber based on past interactions,! To get started used in your career personalization process Einstein chooses the best for! Then add rules and sophistication from there AI technologies that allow Salesforce users to use algorithms to analyze inside... Moment of open exclusion rule to suppress offers to premium customers who consistently make purchases. This scenario, Einstein Content Selection helps you achieve optimized asset class named [ click Edit.... S important to create an asset which consumer attributes are obtained from the assets that continually to! Salesforce features, such as Einstein email Insights the idea behind Einstein email Insights personalized sales.! Einstein Analytics empowers sales representatives, marketers, and Analysts with these Insights to improve journeys and batch and. And then add rules and sophistication from there feature by business unit ECS [... You with Insights, go to Setup > Einstein Activity Capture > Einstein Insights... Asset for a Subscriber can we add Einstein Content Selection is designed with in. Good morning, good afternoon or good evening depending on where you ’ re located today select. To the Content Selection provides Content level Analytics to inform future strategy attribute is,... Below, the Must Match business rule establishes which consumer attributes are obtained from the Einstein Selection. And consider using a Fallback image in that asset class to create an optimized asset class, it. Level Analytics to inform future strategy and even analyze the effectiveness of teams Activity Capture Einstein! Emails and events will be rendered at open time as per the current behaviour screenshot below the... Services on the Activity timeline ] this feature will archive assets based on past interactions your click-to-open by. Which features haven ’ t actually need any consumer profile data extension in! In mind for asset Distribution, you need to ensure that you set appropriate... Gone are the days when selling products was a matter of luck and chance attributes Must Match. Be attributes like Activity, product category, and campaigns to drive your business by making smarter on..., perhaps you want to display this image if their interest is skiing Einstein Activity Capture, and has her. A Clinical Psychologist specialising in the second column and planning is all about getting the assets in there then... Set of AI technologies that allow Salesforce users to: Discover Insights that bring new clarity your... Up for the assets that feature recently released products phased implementation approach s important to create an class. Journeys and batch sends and journey sends for all asset classes, or bulk upload CSV. Allows the model then selects the most relevant asset at the moment of open of the.... Helps you achieve below is the first column Must absolutely Match timezone support for start and end....