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. We can choose whether to enable Conversion Tracking for ECS blocks [show]. I’ll be discussing future enhancements to this behavior later in my presentation. You don’t need to build different audience segments or rely on an IT team to write SQL queries. 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. In this session, I’ll be introducing Einstein Content Selection for Salesforce Marketing Cloud. From this page, you can add custom email insights (only 10 can be active at a time). Fallback assets in Einstein Content Selection are defined for each asset class and are displayed when Einstein cannot select an image in a given asset class. 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. 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. Attributes you synchronized from your consumer profile data extension appear in the second column. Implement Salesforce Einstein AI to predict the requirements and needs of your customers that result in delivering personalized customer experience. So far, I’ve explained current features and functionality of Einstein Content Selection. The alerts are updated every day. So, why should you use Einstein Content Selection? Danielle was Head of the Anxiety Clinic at Westmead Hospital from 1996 to 2002, and has run her own private practice since 2003. They could create an asset class named. And this feature is already showing impressive results across Marketing Cloud customers. Contact data is used by other Salesforce features, such as Einstein Email Insights and Recommended Connections. But, how can we add Einstein Content Selection to our emails? While Einstein Content Selection currently displays an image at open time, this feature will enable you to determine a supporting subject line to include at send time. Issue/Concern: Key words might include: terrible, unhappy, disaster, upset, sucks, angry, Signing Process: Key words might include: signature, counter-sign, esignature, counter-sign. 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. Enable Einstein Data Insights From Setup, enter Einstein Data Insights in the Quick Find box. 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. And this feature is already showing impressive results across Marketing Cloud customers. 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. The additional attributes you included in the asset catalog file appear in the first column. You would create and set a corresponding subject line for each asset in that asset class. Here, we also define the Subscriber identifier used as the Subscriber relationship in our profile data extension, either Subscriber Key or Subscriber Id. From Asset Distribution page, we can see see the makeup of our asset pool and monitor how many assets are active or expired, and how many assets expire soon. Exclusion rules are conditions you set that tell Einstein Content Selection when not to select a particular type of asset for a subscriber. It’s important to set an image along with a relevant link URL. And we’re done. Consumer attributes are obtained from the defined consumer profile metadata. Long gone are the days when selling products was a matter of luck and chance. [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. Then, the email and event data is fetched from AWS to display on the activity timeline of related Salesforce records. Each week, they upload image assets of the coupons. Content is optimized at the Asset Level, and you can even track asset performance across messages in real-time, to inform your content strategy. 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. As I mentioned earlier, these dates are currently evaluated as midnight UTC time. Under Einstein Data Insights, click Getting Started. Finally, I would recommend you take a phased implementation approach. Let’s now look at Einstein Content Selection in Salesforce Marketing Cloud. Einstein Messaging Insights brings attention to changes so you can use these insights to improve journeys and batch sends. Artificial intelligence (AI) is changing the landscape of email marketing, and we want to give you the latest and greatest Marketing Cloud tools to bring the intelligence of Salesforce Einstein to your marketing. However, there is no limit on the amount of blocks in an email, so for an email that contains one ECS block or another contains multiple ECS blocks, both of these emails would only consume 2 Super messages. Start quickly, but small. Personalize email, mobile, and web content with AI-powered insights in Marketing Cloud. Salesforce Einstein Insights ensures that every move that your sales rep takes is calculated and meaningful to convert your prospects into customers. 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. Firstly, how can you access Einstein in Marketing Cloud? [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. for example if an activity attribute is hiking, we don’t want to display this image if their interest is skiing. Einstein Data Insights requires the Einstein Analytics Plus license. On average, you can build an email in one sixth of the time that it would take to build the same functionality programmatically. hello@cloudkettle.com Einstein Data Insights analyze your report data and provide you with insights, complete with charts and explanations. Predict outcomes so your users can make decisions with confidence. 2. When using Einstein Activity Capture, your users will save time and have their tasks simplified. And Einstein Content Selection is designed with marketers in mind. Einstein Email Insights help representatives know which emails need attention first. But how does Einstein Content Selection actually work? See the detailed Release Notes page for more information. 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. And you can also conveniently navigate to Einstein features right from the Einstein Overview menu. Other ECS blocks in the email will be rendered at open time as per the current behaviour. Einstein monitors the Open Rate, Click Rate, and Unsubscribe Rates of your email sends, including batch sends and journey sends. And this is what Einstein Content Selection helps you achieve. We hope you find the recording valuable. Dr Danielle Einstein is a Clinical Psychologist specialising in the treatment and prevention of anxiety, depression and OCD. Einstein Email Insights The idea behind Einstein Email Insights is to give sales reps their own personal email assistant. Are they evergreen, seasonal, or short term? Ensure that when the ‘Values Must Match’ rules are in place, your account still has enough assets, so one can be selected for each Subscriber. When you begin sending, Einstein chooses the best asset for each customer’s emails from the assets and customer information you supply. As a refresher, Salesforce Einstein is Salesforce’s AI brand, and includes all of our intelligent products or services. 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. 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 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. The model then selects the best content for each Subscriber based on their traits and what content is popular. Email insights also offer suggestions which actions are required to be taken next to this step. This could be attributes like activity, product category, and more. Or a restaurant chain wants send coupons in their emails. Instead, it empowers marketers to conditionally include relevant content in emails that drive Subscriber engagement. Finally, Einstein Content Selection provides Content level analytics to inform future strategy. Einstein Content Selection also increases the lifespan of your image assets, as it enables you to see how each content performs across different emails, at a Subscriber level. 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. Einstein Engagement Scoring: This is a real-time track on your email and website-based communications to define the next stage of your customer journey with insights on why customers perform an action like clicks or purchases. 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. As I explained earlier, you don’t actually need any consumer profile or asset attributes to get started. And I’m really excited to be presenting the third of this four part webinar series on Mastering Einstein for Salesforce Marketing Cloud. Einstein can be used to automate reports, pinpoint workflow needs, and even analyze the effectiveness of teams. My name is Eliot Harper and I’m a Senior Marketing Technology Architect at CloudKettle. Einstein Activity Capture has a new feature where it provides new email insights for the conversation between the Sales Rep and the customer. “ Salesforce Einstein is a set of AI technologies that allow Salesforce users to use algorithms to analyze data inside Salesforce. From the landingpage, you will be able to see your unique number of subject lines, average open rate over the last 90 days and see how each subject lines performs based on the opens. You will need to ensure that you set an appropriate start and end date and consider using a fallback image. You can change these values here. NewProducts for assets that feature recently released products. And as I explained earlier, a contingency image is displayed as a ‘last resort’. 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. You can only include one ECS block with content related subject lines in your email. Einstein Forecasting: It understands, processes and evaluates important factors like past performance and seasonality to make precise and personalized sales forecasts. And Einstein continuously tracks the asset selections and related clicks, which allows the model to optimize in real-time. Setup 1. I see there are already some great questions in the Q&A panel. Salesforce now gives you up to ten custom Email Insights. Timestamp: 35:00 – questions commence (not transcribed). Content strategy and planning is all about getting the assets in there, then letting the machine do its job. And when selected, the Must Match business rule establishes which consumer attributes and which content attributes must absolutely match. Now this helps to keep the content fresh and enables marketers to get the most value out of content they have paid for or created, by continuing to show the assets to Subscribers who haven’t yet seen them. Email Insights. EINSTEIN ACTIVITY CAPTURE – AVAILABLE IN SANDBOXES WITH SPRING ‘19. Now one thing to remember is that these models are built for specific teams in sales force. Super Messages are consumed when you use Einstein Content Selection in emails. Natural language processing Einstein helps in knowing that the emails are quiet significant and … In each email, the marketer would like to feature new products, and at any time, there could be up to 5 new products. Currently users can flip a switch on activities to show "Email insights only" in the Lightning UI. Asset classes helps Einstein make the best, most context-rich selections. 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). Well, let’s open an existing email [open email tab]. If you have questions about this blog or how to leverage Einstein for Salesforce Marketing Cloud, reach out today. We simply drag the Content Selection Block to an available Content Area. You see, Einstein Content Selection brings intelligence and efficiency. 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. A retail marketer builds promotional emails for recent new product announcements. A no-code, drag-and-drop interface helps to automate the entire personalization process. 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. On this page, we can see content level performance and can filter by different attributes [select CityEvent and scroll down] and watch the metrics dynamically change to see how often a piece of content was selected in its engagement rates, and also filter by content served over different time periods. And finally, I’ll provide an insight into upcoming product enhancements that we can expect to see in future releases. Now, I’d like to share some upcoming enhancements that we can expect to see in future releases. But before we do, I need to remind you that Salesforce is a publicly traded company and you need to base your purchasing decisions on products or services that are already available. [configure fields] [choose Fatigue Rules, leave without saving]. And set an archiving time period for our assets. - [Instructor] Let's take a look at opportunity insights and how that relates to sales vs Einstein. First, Salesforce AWS servers capture the data. 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. Get to know our team and their expertise. [open Einstein Content Selection, select Settings], Here we can manage our asset classes [click Edit]. End users can view matching insights on the Activity Timeline. As subscribers open your messages, Einstein analyzes click results to identify assets that continually contribute to increased click rates. So it’s important to create an optimized asset class taxonomy. [click menu] This feature will archive assets based on the selected value after the end date you set for an asset. 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. Moving your cursor over each metric reveals related summary data. In each email, the marketer would like to feature new products, and at any time, there could be up to 5 new products. The default ‘Days After Last Selection’, ‘Days After Last Click’, and ‘Selection Maximum’ values appear when you open Einstein Content Selection’s fatigue rules. 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. In this module, Einstein—the brilliant scientist—becomes a brilliant email marketer. [click settings], Asset attributes are the additional user-defined metadata that we use to categorize our image assets, which can be used in conjunction with rules. 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. Specifically, 2 Super Messages are consumed when an email that contains an ECS block (or blocks) is opened. The Fatigue rule defines how often assets are reused in emails. Einstein AnalyticsEinstein Copy InsightsEinstein Messaging InsightsMarketing CloudSalesforce Marketing Cloud, Sign up for the latest tips & news from CloudKettle. The marketers decide what attributes or metadata are required for the assets that are uploaded to the content pool. 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. The recording below is the first episode of the Master Einstein for Salesforce Marketing Cloud webinar series hosted by Salesforce MVP Eliot Harper. 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. Einstein Analytics offers better, seamless, and actionable data insights to improve your sales team’s performance. Next, it will use a Fallback image for that asset class, if it exists. Einstein Opportunity & Account Insights, key capabilities of Sales Cloud Einstein, use artificial intelligence to help sales reps maximize every selling moment. 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. In this scenario, Einstein will firstly evaluate the rules to determine an asset to display. 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. 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. For example, “don’t display discounts to premium customers” or “don’t display credit card offers to minors”. In this video, Eliot Harper explains Einstein Messaging Insights and Einstein Copy Insights for Salesforce Marketing Cloud. Well good morning, good afternoon or good evening depending on where you’re located today. 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. 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