Asset classes are used to categorize marketing asset images according to how the images are used in your messages. 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. 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 this feature is already showing impressive results across Marketing Cloud customers. As subscribers open your messages, Einstein analyzes click results to identify assets that continually contribute to increased click rates. We hope you find the recording valuable. The model then selects the best content for each Subscriber based on their traits and what content is popular. 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. Assets in your asset catalog are the image assets that Einstein Content Selection chooses from. - [Instructor] Let's take a look at opportunity insights and how that relates to sales vs Einstein. 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. ‘FeaturedCoupons’. Please note, after you add a key word, you cannot change it, … 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. Attributes you synchronized from your consumer profile data extension appear in the second column. And you can even set defined rules to determine which piece of content certain groups should see or shouldn’t see. Well, let’s open an existing email [open email tab]. We can choose whether to enable Conversion Tracking for ECS blocks [show]. 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). Salesforce now gives you up to ten custom Email Insights. [point]. The Exclusion rule gives the engine information that could not otherwise be learned. This could be attributes like activity, product category, and more. Timestamp: 35:00 – questions commence (not transcribed). They could create an asset class named. Super Messages are consumed when you use Einstein Content Selection in emails. 2. My name is Eliot Harper and I’m a Senior Marketing Technology Architect at CloudKettle. 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. It also helps you to build effective emails faster, by creating one email and then letting AI automate a unique message for every Subscriber. For example: as seen in the screenshot below, the customer is explicitly mentioning that he/she is not interested. 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. 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. From the Einstein Content Selection page, we can activate this feature by business unit. 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". Let’s now look at Einstein Content Selection in Salesforce Marketing Cloud. Asset classes helps Einstein make the best, most context-rich selections. Emails and events will be added to Salesforce records and email insights (when available) will appear on the activity timeline. of which email service is connected to Salesforce. First, Salesforce AWS servers capture the data. 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. 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. So opportunity insights use your sales cloud data from historical sales cycles and engagement with customers to discover unique patterns about your sales cycles. Other ECS blocks in the email will be rendered at open time as per the current behaviour. 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. 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. Consumer attributes are obtained from the defined consumer profile metadata. We simply drag the Content Selection Block to an available Content Area. 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. If you have questions about this blog or how to leverage Einstein for Salesforce Marketing Cloud, reach out today. A retail marketer builds promotional emails for recent new product announcements. Or a restaurant chain wants send coupons in their emails. As I mentioned earlier, these dates are currently evaluated as midnight UTC time. Then, the email and event data is fetched from AWS to display on the activity timeline of related Salesforce records. 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. And I’m really excited to be presenting the third of this four part webinar series on Mastering Einstein for Salesforce Marketing Cloud. You would create and set a corresponding subject line for each asset in that asset class. 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. You see, Einstein Content Selection brings intelligence and efficiency. Finally, I would recommend you take a phased implementation approach. [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. Additionally he provides an overview of Einstein Content Tagging. Instead, it empowers marketers to conditionally include relevant content in emails that drive Subscriber engagement. Well, I explained this in my previous webinars. Danielle was Head of the Anxiety Clinic at Westmead Hospital from 1996 to 2002, and has run her own private practice since 2003. Dr Danielle Einstein is a Clinical Psychologist specialising in the treatment and prevention of anxiety, depression and OCD. Find out how we help enterprises reach their revenue goals. Well good morning, good afternoon or good evening depending on where you’re located today. In this module, Einstein—the brilliant scientist—becomes a brilliant email marketer. 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. And we’re done. 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. Einstein Email Insights The idea behind Einstein Email Insights is to give sales reps their own personal email assistant. Well, let’s now take a look at Einstein Content Selection in action. Recommend the best actions to make the most out of every engagement. 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. Exclusion rules are conditions you set that tell Einstein Content Selection when not to select a particular type of asset for a subscriber. And when selected, the Must Match business rule establishes which consumer attributes and which content attributes must absolutely match. Einstein monitors the Open Rate, Click Rate, and Unsubscribe Rates of your email sends, including batch sends and journey sends. But how does Einstein Content Selection actually work? You don’t need to build different audience segments or rely on an IT team to write SQL queries. 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. Under Einstein Data Insights, click Getting Started. Are they evergreen, seasonal, or short term? In this scenario, Einstein will firstly evaluate the rules to determine an asset to display. Specifically, 2 Super Messages are consumed when an email that contains an ECS block (or blocks) is opened. Issue/Concern: Key words might include: terrible, unhappy, disaster, upset, sucks, angry, Signing Process: Key words might include: signature, counter-sign, esignature, counter-sign. Now one thing to remember is that these models are built for specific teams in sales force. The alerts are updated every day. [click menu] This feature will archive assets based on the selected value after the end date you set for an asset. The additional attributes you included in the asset catalog file appear in the first column. Use these insights to strengthen relationships, prioritize leads, cases, and campaigns to drive your business forward. You will need to ensure that you set an appropriate start and end date and consider using a fallback image. +1 (800) 878-4756. Open Safari and change heading values as follows. Personalize email, mobile, and web content with AI-powered insights in Marketing Cloud. I see there are already some great questions in the Q&A panel. So it’s important to create an optimized asset class taxonomy. Einstein AnalyticsEinstein Copy InsightsEinstein Messaging InsightsMarketing CloudSalesforce Marketing Cloud, Sign up for the latest tips & news from CloudKettle. A no-code, drag-and-drop interface helps to automate the entire personalization process. The marketers decide what attributes or metadata are required for the assets that are uploaded to the content pool. And Einstein continuously tracks the asset selections and related clicks, which allows the model to optimize in real-time. For example, perhaps you want to use an exclusion rule to suppress offers to premium customers who consistently make large purchases. Learn more with Sales Cloud Einstein. We can add new asset classes, or modify existing ones. 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. And as I explained earlier, a contingency image is displayed as a ‘last resort’. We now have plenty of time for questions. 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. Find Einstein Copy Insights by logging into to Marketing Cloud and hovering over Analytics Builder. This feature boosts your click-to-open rate by leveraging AI-led content curation that selects the most relevant asset at the moment of open. Salesforce Einstein is a set of AI technologies that allow Salesforce users to use algorithms to analyze data inside Salesforce. 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. Functional cookies enhance functions, performance, and services on the website. 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. A retail marketer builds promotional emails for recent new product announcements. From this page, you can add custom email insights (only 10 can be active at a time). So the marketer creates an asset class named [click] NewProducts for assets that feature recently released products. Here, we also define the Subscriber identifier used as the Subscriber relationship in our profile data extension, either Subscriber Key or Subscriber Id. 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. Enable Einstein Data Insights From Setup, enter Einstein Data Insights in the Quick Find box. 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. Einstein Data Insights requires the Einstein Analytics Plus license. hello@cloudkettle.com NewProducts for assets that feature recently released products. I’ll be discussing future enhancements to this behavior later in my presentation. 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. 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. Long gone are the days when selling products was a matter of luck and chance. Find out why CloudKettle is the right next step in your career. And what is the longevity of each asset? Let’s now take a look at some additional settings in Einstein Content Selection. [open Einstein Content Selection, select Settings], Here we can manage our asset classes [click Edit]. In each email, the marketer would like to feature new products, and at any time, there could be up to 5 new products. 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?’. Put another way, Subscribers receive the same email, but with different content. 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. And this feature is already showing impressive results across Marketing Cloud customers. Einstein Opportunity & Account Insights, key capabilities of Sales Cloud Einstein, use artificial intelligence to help sales reps maximize every selling moment. 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. Implement Salesforce Einstein AI to predict the requirements and needs of your customers that result in delivering personalized customer experience. Contact data is used by other Salesforce features, such as Einstein Email Insights and Recommended Connections. Next, it will use a Fallback image for that asset class, if it exists. Yes, data shows that Salesforce Einstein Insights … So, why should you use Einstein Content Selection? Let me start by explaining Attribute Mapping. 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. Setup 1. Salesforce Einstein Analytics empowers Sales representatives, Marketers, and Analysts with these insights to make customer interactions smarter. To get started using Einstein Content Selection, simply activate the feature from the Einstein Content Selection page in Setup. Get to know our team and their expertise. 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. Einstein Content Selection brings a new way of thinking to content marketers and approach to building emails. And finally, I’ll provide an insight into upcoming product enhancements that we can expect to see in future releases. Einstein Analytics offers better, seamless, and actionable data insights to improve your sales team’s performance. In this session, I’ll be introducing Einstein Content Selection for Salesforce Marketing Cloud. 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. 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. 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. 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. 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. The recording below is the first episode of the Master Einstein for Salesforce Marketing Cloud webinar series hosted by Salesforce MVP Eliot Harper. Firstly, how can you access Einstein in Marketing Cloud? Well, thank you for attending the session today. Einstein Email and Web Recommendations. From this page, you can add custom email insights (only 10 can be active at a time). Content strategy and planning is all about getting the assets in there, then letting the machine do its job. EINSTEIN ACTIVITY CAPTURE – AVAILABLE IN SANDBOXES WITH SPRING ‘19. Or a restaurant chain wants send coupons in their emails. Einstein Forecasting: It understands, processes and evaluates important factors like past performance and seasonality to make precise and personalized sales forecasts. Einstein enables users to: Discover insights that bring new clarity about your company’s customers. 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. 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 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. When you begin sending, Einstein chooses the best asset for each customer’s emails from the assets and customer information you supply. Currently users can flip a switch on activities to show "Email insights only" in the Lightning UI. Einstein Data Insights analyze your report data and provide you with insights, complete with charts and explanations. 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. 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. Each week, they upload image assets of the coupons. In this course, learn how to work with Einstein in Salesforce. From Setup, in the Quick Find box, enter Einstein Activity Capture, and then select Settings. 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. Finally, Einstein Content Selection provides Content level analytics to inform future strategy. Each week, they upload image assets of the coupons. On average, you can build an email in one sixth of the time that it would take to build the same functionality programmatically. for example if an activity attribute is hiking, we don’t want to display this image if their interest is skiing. The Fatigue rule defines how often assets are reused in emails. This also aids while defining future customer segments, content and journeys. Salesforce Einstein Insights ensures that every move that your sales rep takes is calculated and meaningful to convert your prospects into customers. You might be redirected to this page from the Setup Assistant. Email Insights. 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. For example, “don’t display discounts to premium customers” or “don’t display credit card offers to minors”. 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. Einstein Content Selection is included in Professional, Corporate and Enterprise Marketing Cloud editions. It’s important to set an image along with a relevant link URL. To set up custom Email Insights, go to Setup > Einstein > Einstein Sales > Einstein Activity Capture > Einstein Email Insights. [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. [configure fields] [choose Fatigue Rules, leave without saving]. A little bit of background on Eliot, he is a widely acknowledged expert in marketing technology and Salesforce Marketing Cloud. As I explained earlier, you don’t actually need any consumer profile or asset attributes to get started. 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. Hear what our enterprise clients have to say about us. Stack Exchange network consists of 176 Q&A communities including Stack Overflow, the largest, most trusted online community for developers to learn, share … 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. 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. 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 help representatives know which emails need attention first. Moving your cursor over each metric reveals related summary data. But, how can we add Einstein Content Selection to our emails? This provides a dashboard, indicating overview metrics for each enabled Einstein feature and also indicates which features haven’t yet been enabled. Each email is customized for the subscriber it’s sent to, using the assets you’ve provided. For Asset Distribution, you need to consider things like do you have an adequate number of assets in your pool? Start quickly, but small. Empower your business by making smarter decisions on classified analytics. Firstly, let me introduce myself. Next, you can expect to see support for content-related subject lines in an upcoming release. So the marketer creates an asset class named. It will now automatically give you insights on how the conversation is happening. 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. Please note, after you add a key word, you cannot change it, so be sure the key word is what you are after. 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. 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 can be used to automate reports, pinpoint workflow needs, and even analyze the effectiveness of teams. [click settings]. And Einstein Content Selection is designed with marketers in mind. So far, I’ve explained current features and functionality of Einstein Content Selection. 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. Fallback assets are defined for each class and are displayed when when no matching content is found for a Subscriber, if the asset has the fallback option enabled. Well there are several benefits for both marketing teams and organizations. 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. Einstein Email Insights The idea behind Einstein Email Insights is to give sales reps their own personal email assistant. However, using this option can also limit the number of available assets that Einstein Content Selection can select. 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. You can start running basic A/B/n testing and then add rules and sophistication from there. “ Last but not least, we’re lucky to have Eliot on our team as a Senior Marketing Technology Architect. 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. And it also helps to optimize email engagement and click-through rates. You can also view all assets, create a new asset, or bulk upload a CSV file of your asset data. 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. 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. 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. You can only include one ECS block with content related subject lines in your email. akaCRM Inc.6510-A S. Academy Blvd, #258Colorado Springs, CO  80906, Privacy | Terms of Use | Brand Guidelines | LoginCopyright © akaCRM Inc. - All Rights Reserved, Salesforce Feature: Custom Einstein Email Insights. Finally, another roadmap item is time and timezone support for start and end dates. As I mentioned before, Einstein Content Selection is included in all Marketing Cloud Editions except the basic edition. You can change these values here. Einstein Forecasting is essentially a bundle of self-learning algorithms that learn individual and team forecasting behaviours to offer objective insights into future sales. 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. And just to emphasise here, Super Messages are only consumed when an email is opened. Email insights also offer suggestions which actions are required to be taken next to this step. Get deep insights from your customers based on past interactions. 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. Is the right next step in your email sends, including batch and! 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