Next, it will use a Fallback image for that asset class, if it exists. Now one thing to remember is that these models are built for specific teams in sales force. Learn more with Sales Cloud Einstein. In this video, Eliot Harper explains Einstein Messaging Insights and Einstein Copy Insights for Salesforce Marketing Cloud. From the Einstein Content Selection page, we can activate this feature by business unit. To set up custom Email Insights, go to Setup > Einstein > Einstein Sales > Einstein Activity Capture > Einstein Email Insights. 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. 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. First, Salesforce AWS servers capture the data. You might be redirected to this page from the Setup Assistant. Einstein Data Insights requires the Einstein Analytics Plus license. I see there are already some great questions in the Q&A panel. [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. And you can also conveniently navigate to Einstein features right from the Einstein Overview menu. Firstly, let me introduce myself. 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. Emails and events will be added to Salesforce records and email insights (when available) will appear on the activity timeline. 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. Einstein Opportunity & Account Insights, key capabilities of Sales Cloud Einstein, use artificial intelligence to help sales reps maximize every selling moment. 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. Firstly, how can you access Einstein in Marketing Cloud? 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. We can add new asset classes, or modify existing ones. 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, how can we add Einstein Content Selection to our emails? And this feature is already showing impressive results across Marketing Cloud customers. [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. For example: as seen in the screenshot below, the customer is explicitly mentioning that he/she is not interested. Let’s now take a look at some additional settings in Einstein Content Selection. 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. The additional attributes you included in the asset catalog file appear in the first column. Finally, I would recommend you take a phased implementation approach. 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. To get started using Einstein Content Selection, simply activate the feature from the Einstein Content Selection page in Setup. Salesforce now gives you up to ten custom Email Insights. The recording below is the first episode of the Master Einstein for Salesforce Marketing Cloud webinar series hosted by Salesforce MVP Eliot Harper. Recommend the best actions to make the most out of every engagement. So, why should you use Einstein Content Selection? And it also helps to optimize email engagement and click-through rates. End users can view matching insights on the Activity Timeline. The default ‘Days After Last Selection’, ‘Days After Last Click’, and ‘Selection Maximum’ values appear when you open Einstein Content Selection’s fatigue rules. 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. When you begin sending, Einstein chooses the best asset for each customer’s emails from the assets and customer information you supply. A retail marketer builds promotional emails for recent new product announcements. The Einstein Opportunity Insights Data Sheet says the following which indicates it uses engagement. Asset classes are used to categorize marketing asset images according to how the images are used in your messages. Or a restaurant chain wants send coupons in their emails. 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). 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. For example, perhaps you want to use an exclusion rule to suppress offers to premium customers who consistently make large purchases. 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. [click menu] This feature will archive assets based on the selected value after the end date you set for an asset. 2. 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. 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. Let’s now look at Einstein Content Selection in Salesforce Marketing Cloud. NewProducts for assets that feature recently released products. So far, I’ve explained current features and functionality of Einstein Content Selection. 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. To set up custom Email Insights, go to Setup > Einstein > Einstein Sales > Einstein Activity Capture > Einstein Email Insights. With his help, you learn how to improve segmentation, create personalized content and recommendations, and optimi… 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. In this module, Einstein—the brilliant scientist—becomes a brilliant email marketer. EINSTEIN ACTIVITY CAPTURE – AVAILABLE IN SANDBOXES WITH SPRING ‘19. Get deep insights from your customers based on past interactions. 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. Hear what our enterprise clients have to say about us. 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. And in addition to these, the marketer can define some simple business rules. Einstein Data Insights analyze your report data and provide you with insights, complete with charts and explanations. The Exclusion rule gives the engine information that could not otherwise be learned. Einstein Content Selection brings a new way of thinking to content marketers and approach to building emails. 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. Put another way, Subscribers receive the same email, but with different content. Fatigue rules prevent a Subscriber from seeing the same image more often than you want them to. Einstein Email Insights The idea behind Einstein Email Insights is to give sales reps their own personal email assistant. 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 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. 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 Email and Web Recommendations. They could create an asset class named. 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. And Einstein continuously tracks the asset selections and related clicks, which allows the model to optimize in real-time. Each email is customized for the subscriber it’s sent to, using the assets you’ve provided. Well, let’s now take a look at Einstein Content Selection in action. Contact data is used by other Salesforce features, such as Einstein Email Insights and Recommended Connections. 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. We simply drag the Content Selection Block to an available Content Area. 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. It also helps you to build effective emails faster, by creating one email and then letting AI automate a unique message for every Subscriber. It’s important to set an image along with a relevant link URL. 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 the marketer creates an asset class named [click] NewProducts for assets that feature recently released products. Asset classes helps Einstein make the best, most context-rich selections. Each week, they upload image assets of the coupons. Einstein Email Insights The idea behind Einstein Email Insights is to give sales reps their own personal email assistant. Find out why CloudKettle is the right next step in your career. Personalize email, mobile, and web content with AI-powered insights in Marketing Cloud. [point]. Let me start by explaining Attribute Mapping. 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. Content strategy and planning is all about getting the assets in there, then letting the machine do its job. Now, I’d like to share some upcoming enhancements that we can expect to see in future releases. Dr Danielle Einstein is a Clinical Psychologist specialising in the treatment and prevention of anxiety, depression and OCD. 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. Are they evergreen, seasonal, or short term? Start quickly, but small. And I’m really excited to be presenting the third of this four part webinar series on Mastering Einstein for Salesforce Marketing Cloud. Einstein Messaging Insights brings attention to changes so you can use these insights to improve journeys and batch 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. 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. Setup 1. As I explained earlier, you don’t actually need any consumer profile or asset attributes to get started. 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 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. 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. Well good morning, good afternoon or good evening depending on where you’re located today. And just to emphasise here, Super Messages are only consumed when an email is opened. - [Instructor] Let's take a look at opportunity insights and how that relates to sales vs Einstein. Danielle was Head of the Anxiety Clinic at Westmead Hospital from 1996 to 2002, and has run her own private practice since 2003. 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. And we’re done. The model then selects the best content for each Subscriber based on their traits and what content is popular. Einstein monitors the Open Rate, Click Rate, and Unsubscribe Rates of your email sends, including batch sends and journey sends. 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. In this scenario, Einstein will firstly evaluate the rules to determine an asset to display. Find Einstein Copy Insights by logging into to Marketing Cloud and hovering over Analytics Builder. 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. In each email, the marketer would like to feature new products, and at any time, there could be up to 5 new products. For Asset Distribution, you need to consider things like do you have an adequate number of assets in your pool? So it’s important to create an optimized asset class taxonomy. And this feature is already showing impressive results across Marketing Cloud customers. The alerts are updated every day. 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. 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