And this feature is already showing impressive results across Marketing Cloud customers. Fatigue rules prevent a Subscriber from seeing the same image more often than you want them to. Then, the email and event data is fetched from AWS to display on the activity timeline of related Salesforce records. See the detailed Release Notes page for more information. Einstein AnalyticsEinstein Copy InsightsEinstein Messaging InsightsMarketing CloudSalesforce Marketing Cloud, Sign up for the latest tips & news from CloudKettle. Well, thank you for attending the session 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. Well, let’s now take a look at Einstein Content Selection in action. Einstein Email and Web Recommendations. 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. 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. Now one thing to remember is that these models are built for specific teams in sales force. Issue/Concern: Key words might include: terrible, unhappy, disaster, upset, sucks, angry, Signing Process: Key words might include: signature, counter-sign, esignature, counter-sign. My name is Eliot Harper and I’m a Senior Marketing Technology Architect at CloudKettle. Would be nice if standard and custom Einstein Email insights could be included with apps to analyze email activities with or without certain insights to spot trends where emails are related to Standard objects ie. I’ve been working with Salesforce Marketing Cloud for almost a decade now, I’ve written books on Marketing Cloud and I’m very active in the user community. Enable Einstein Data Insights From Setup, enter Einstein Data Insights in the Quick Find box. Or a restaurant chain wants send coupons in their emails. This provides a dashboard, indicating overview metrics for each enabled Einstein feature and also indicates which features haven’t yet been enabled. But how does Einstein Content Selection actually work? You might be redirected to this page from the Setup Assistant. 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. 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. Attributes you synchronized from your consumer profile data extension appear in the second column. From Setup, in the Quick Find box, enter Einstein Activity Capture, and then select Settings. Or a restaurant chain wants send coupons in their emails. Einstein Opportunity Insights uses your Sales Cloud data from historical sales cycles and engagement with customers (e.g., email) to discover unique patterns about your sales cycles. Timestamp: 35:00 – questions commence (not transcribed). So opportunity insights use your sales cloud data from historical sales cycles and engagement with customers to discover unique patterns about your sales cycles. And in addition to these, the marketer can define some simple business rules. For Asset Distribution, you need to consider things like do you have an adequate number of assets in your pool? From the Einstein Content Selection page, we can activate this feature by business unit. [open Einstein Content Selection, select Settings], Here we can manage our asset classes [click Edit]. [click settings]. The additional attributes you included in the asset catalog file appear in the first column. of which email service is connected to Salesforce. 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. And I’m really excited to be presenting the third of this four part webinar series on Mastering Einstein for Salesforce Marketing Cloud. ‘FeaturedCoupons’. 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. [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. 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. Put another way, Subscribers receive the same email, but with different content. When you begin sending, Einstein chooses the best asset for each customer’s emails from the assets and customer information you supply. Learn more with Sales Cloud Einstein. 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. 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. Einstein Opportunity & Account Insights, key capabilities of Sales Cloud Einstein, use artificial intelligence to help sales reps maximize every selling moment. This could be attributes like activity, product category, and more. 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 only stops serving image assets once they’ve been viewed, have expired or have been excluded from a certain group, without any need for manual intervention. Content strategy and planning is all about getting the assets in there, then letting the machine do its job. 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. From this page, you can add custom email insights (only 10 can be active at a time). And it also helps to optimize email engagement and click-through rates. 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. Einstein can be used to automate reports, pinpoint workflow needs, and even analyze the effectiveness of teams. Under Einstein Data Insights, click Getting Started. The default ‘Days After Last Selection’, ‘Days After Last Click’, and ‘Selection Maximum’ values appear when you open Einstein Content Selection’s fatigue rules. Firstly, while Einstein Content Selection only displays image assets, support for other content block types in Content Builder is currently underway and is planned for a future release. Additionally he provides an overview of Einstein Content Tagging. Firstly, let me introduce myself. Find out why CloudKettle is the right next step in your career. Predict outcomes so your users can make decisions with confidence. The marketers decide what attributes or metadata are required for the assets that are uploaded to the content pool. Einstein Analytics offers better, seamless, and actionable data insights to improve your sales team’s performance. In this course, learn how to work with Einstein in Salesforce. Next, you can expect to see support for content-related subject lines in an upcoming release. And when selected, the Must Match business rule establishes which consumer attributes and which content attributes must absolutely match. Implement Salesforce Einstein AI to predict the requirements and needs of your customers that result in delivering personalized customer experience. NewProducts for assets that feature recently released products. Content is optimized at the Asset Level, and you can even track asset performance across messages in real-time, to inform your content strategy. You can set fatigue rules for all asset classes, or create a rule for individual asset classes. Emails and events will be added to Salesforce records and email insights (when available) will appear on the activity timeline. 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. Einstein Content Selection brings a new way of thinking to content marketers and approach to building emails. Next, it will use a Fallback image for that asset class, if it exists. Functional cookies enhance functions, performance, and services on the website. 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. [configure fields] [choose Fatigue Rules, leave without saving]. Einstein monitors the Open Rate, Click Rate, and Unsubscribe Rates of your email sends, including batch sends and journey sends. I see there are already some great questions in the Q&A panel. Einstein Data Insights requires the Einstein Analytics Plus license. Well, I explained this in my previous webinars. First, Salesforce AWS servers capture the data. A no-code, drag-and-drop interface helps to automate the entire personalization process. In this video, Eliot Harper explains Einstein Messaging Insights and Einstein Copy Insights for Salesforce Marketing Cloud. Asset classes are used to categorize marketing asset images according to how the images are used in your messages. They could create an asset class named. Let’s now look at Einstein Content Selection in Salesforce Marketing Cloud. A retail marketer builds promotional emails for recent new product announcements. 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. Long gone are the days when selling products was a matter of luck and chance. Open Safari and change heading values as follows. 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. Moving your cursor over each metric reveals related summary data. Use these insights to strengthen relationships, prioritize leads, cases, and campaigns to drive your business forward. When using Einstein Activity Capture, your users will save time and have their tasks simplified. 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 Einstein Discovery derives customer insights using your CRM data as well as other internal and external data sources such as your website, email marketing campaign results, or social media. In this scenario, Einstein will firstly evaluate the rules to determine an asset to display. Yes, data shows that Salesforce Einstein Insights … The Einstein Opportunity Insights Data Sheet says the following which indicates it uses engagement. So, why should you use Einstein Content Selection? 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. [point]. Empower your business by making smarter decisions on classified analytics. In each email, the marketer would like to feature new products, and at any time, there could be up to 5 new products. And set an archiving time period for our assets. You would create and set a corresponding subject line for each asset in that asset class. 2. As I mentioned before, Einstein Content Selection is included in all Marketing Cloud Editions except the basic edition. You don’t need to build different audience segments or rely on an IT team to write SQL queries. On average, you can build an email in one sixth of the time that it would take to build the same functionality programmatically. 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. 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. Einstein Messaging Insights brings attention to changes so you can use these insights to improve journeys and batch sends. To get started using Einstein Content Selection, simply activate the feature from the Einstein Content Selection page in Setup. And we’re done. 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. Start quickly, but small. Assets in your asset catalog are the image assets that Einstein Content Selection chooses from. Here, we also define the Subscriber identifier used as the Subscriber relationship in our profile data extension, either Subscriber Key or Subscriber Id. Consumer attributes are obtained from the defined consumer profile metadata. As a refresher, Salesforce Einstein is Salesforce’s AI brand, and includes all of our intelligent products or services. Finally, another roadmap item is time and timezone support for start and end dates. Einstein Email Insights The idea behind Einstein Email Insights is to give sales reps their own personal email assistant. 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. And this is what Einstein Content Selection helps you achieve. 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. This also aids while defining future customer segments, content and journeys. Currently users can flip a switch on activities to show "Email insights only" in the Lightning UI. With his help, you learn how to improve segmentation, create personalized content and recommendations, and optimi… Last but not least, we’re lucky to have Eliot on our team as a Senior Marketing Technology Architect. You will need to ensure that you set an appropriate start and end date and consider using a fallback image. Please note, after you add a key word, you cannot change it, so be sure the key word is what you are after. To set up custom Email Insights, go to Setup > Einstein > Einstein Sales > Einstein Activity Capture > Einstein Email Insights. 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). Setup 1. So the marketer creates an asset class named. +1 (800) 878-4756. 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. To set up custom Email Insights, go to Setup > Einstein > Einstein Sales > Einstein Activity Capture > Einstein Email Insights. If you have questions about this blog or how to leverage Einstein for Salesforce Marketing Cloud, reach out today. Exclusion rules are conditions you set that tell Einstein Content Selection when not to select a particular type of asset for a subscriber. 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. Asset classes helps Einstein make the best, most context-rich selections. 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. 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. And Einstein continuously tracks the asset selections and related clicks, which allows the model to optimize in real-time. Salesforce now gives you up to ten custom Email Insights. Let’s now take a look at some additional settings in Einstein Content Selection. The model then selects the best content for each Subscriber based on their traits and what content is popular. Each week, they upload image assets of the coupons. 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. Firstly, how can you access Einstein in Marketing Cloud? For example: as seen in the screenshot below, the customer is explicitly mentioning that he/she is not interested. Personalize email, mobile, and web content with AI-powered insights in Marketing Cloud. 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. For example, “don’t display discounts to premium customers” or “don’t display credit card offers to minors”. 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. 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. Currently, if you have enable this feature in the Activity Timeline, there are out-of-the-box insights including "Pricing Discussed", "Executive Involved", and "Scheduling Requested". You can view the insights from any Marketing Cloud app; clicking from the menu item takes you to a searchable, filterable list of all notifications. Natural language processing Einstein helps in knowing that the emails are quiet significant and … It will now automatically give you insights on how the conversation is happening. 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. You see, Einstein Content Selection brings intelligence and efficiency. 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. In this module, Einstein—the brilliant scientist—becomes a brilliant email marketer. You can change these values here. Salesforce Einstein is a set of AI technologies that allow Salesforce users to use algorithms to analyze data inside Salesforce. From this page, you can add custom email insights (only 10 can be active at a time). - [Instructor] Let's take a look at opportunity insights and how that relates to sales vs Einstein. 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. As I explained earlier, you don’t actually need any consumer profile or asset attributes to get started. As I mentioned earlier, these dates are currently evaluated as midnight UTC time. 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?’. 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. [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. Get to know our team and their expertise. Einstein Content Selection is included in Professional, Corporate and Enterprise Marketing Cloud editions. I’ll be discussing future enhancements to this behavior later in my presentation. “ We can add new asset classes, or modify existing ones. Finally, you will need to configure your asset catalog at a business unit level, so each Business Unit that you are sending emails from uses a different catalog. But, how can we add Einstein Content Selection to our emails? 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. Email Insights. Einstein Activity Capture has a new feature where it provides new email insights for the conversation between the Sales Rep and the customer. Einstein Forecasting: It understands, processes and evaluates important factors like past performance and seasonality to make precise and personalized sales forecasts. Well, let’s open an existing email [open email tab]. It’s important to set an image along with a relevant link URL. As subscribers open your messages, Einstein analyzes click results to identify assets that continually contribute to increased click rates. 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 you can also conveniently navigate to Einstein features right from the Einstein Overview menu. 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. 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. 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. So it’s important to create an optimized asset class taxonomy. The recording below is the first episode of the Master Einstein for Salesforce Marketing Cloud webinar series hosted by Salesforce MVP Eliot Harper. 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. They could create an asset class named [click] ‘FeaturedCoupons’. You can also view all assets, create a new asset, or bulk upload a CSV file of your asset data. In this session, I’ll be introducing Einstein Content Selection for Salesforce Marketing Cloud. firstname.lastname@example.org Danielle was Head of the Anxiety Clinic at Westmead Hospital from 1996 to 2002, and has run her own private practice since 2003. Salesforce Einstein Insights ensures that every move that your sales rep takes is calculated and meaningful to convert your prospects into customers. To configure it, we just select an asset class and you can see that the interface displays the number of assets available in that class as well as insight into how many be expiring soon. Dr Danielle Einstein is a Clinical Psychologist specialising in the treatment and prevention of anxiety, depression and OCD. Each email is customized for the subscriber it’s sent to, using the assets you’ve provided. Get deep insights from your customers based on past interactions. 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. [click menu] This feature will archive assets based on the selected value after the end date you set for an asset. Specifically, 2 Super Messages are consumed when an email that contains an ECS block (or blocks) is opened. 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. 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. We simply drag the Content Selection Block to an available Content Area. In each email, the marketer would like to feature new products, and at any time, there could be up to 5 new products. We now have plenty of time for questions. And this feature is already showing impressive results across Marketing Cloud customers. Find out how we help enterprises reach their revenue goals. Well there are several benefits for both marketing teams and organizations. So the marketer creates an asset class named [click] NewProducts for assets that feature recently released products. End users can view matching insights on the Activity Timeline. Einstein Email Insights help representatives know which emails need attention first. 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. EINSTEIN ACTIVITY CAPTURE – AVAILABLE IN SANDBOXES WITH SPRING ‘19. Now, I’d like to share some upcoming enhancements that we can expect to see in future releases. 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. 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. 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. The alerts are updated every day. Einstein Email Insights The idea behind Einstein Email Insights is to give sales reps their own personal email assistant. So far, I’ve explained current features and functionality of Einstein Content Selection. For example, perhaps you want to use an exclusion rule to suppress offers to premium customers who consistently make large purchases. We can choose whether to enable Conversion Tracking for ECS blocks [show]. 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. It also helps you to build effective emails faster, by creating one email and then letting AI automate a unique message for every Subscriber. Einstein Data Insights analyze your report data and provide you with insights, complete with charts and explanations. Instead, it empowers marketers to conditionally include relevant content in emails that drive Subscriber engagement. [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. And Salesforce Marketing Cloud and customer information you supply MVP Eliot Harper this step for both Marketing teams and.. Data inside Salesforce users to use an exclusion rule gives the engine information could! Mentioning that he/she is not interested archive assets based on past interactions sales team ’ s emails the..., but with different Content before, Einstein Content Selection, select Settings einstein email insights are uploaded to the Selection. 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