Salesforce Marketing Cloud - What's New in Marketing Cloud Einstein January 2021
One of the most exciting areas in Salesforce Marketing Cloud for us is the Marketing Cloud Einstein AI module, with continuous new functions and associated optimization options for us marketers. The January 2021 release also brings some new features again. We are presenting the most important of them on Feature Friday.
Einstein Learning Center
With this new feature, Salesforce wants to make it easier for its customers to get started using Einstein components. It is a learning portal that is directly accessible in the Einstein area of the Marketing Cloud. There, users can see which use cases can be implemented with the various products, view the associated documentation, or exchange ideas with other users in the Trailblazer Community.
Users who have little experience with Marketing Cloud Einstein so far can use the Learning Center use cases to get a first impression of the possibilities offered by the various products. The inhibition to find out more about the features is reduced by linking to the documentation and the Trailblazer community.
Einstein Engagement Scoring for Mobile
The Einstein Engagement Scoring for Mobile AI feature calculates the probability that a contact interacts with mobile messages. The aim of this new feature is that marketers can also better understand their mobile recipients and optimize their mobile communication.
Using the AI model, five engagement scores are calculated:
- Likelihood of responding to a push notification
- Likelihood of a resulting opening
- Expected time that the user will spend in the app in the next 7 days
- Expected number of app sessions in the next 7 days
- Expected aggregate app engagement
Salesforce does not use data from third parties. The model is trained exclusively with our own data.
What's new in Einstein Content Selection
Einstein Content Selection has optimized the “Performance Analytics” area. On the one hand, there are now clearer and more informative graphs that show the performance of the various content in the asset classes. On the other hand, users can now check for each subscriber which content was sent to them and why this content was selected in particular.
Einstein Frequency Split in Single Send Journeys
Since the introduction of the new Einstein Engagement Frequency module in October 2020, the ideal sending frequency has been calculated in real time for each individual contact. Until now, multi-step journeys could be divided into several paths based on this calculated individual optimal frequency. Depending on whether, according to the AI model, a contact has received too much, too little or just the right amount of communication, they follow a different path in the journey. With the January release, the Einstein Frequency Split is now also available in Single Send Journeys.
Our conclusion:
Even with the January release, Salesforce is continuing to expand the Einstein division in the Marketing Cloud. The portfolio has now become quite comprehensive, and many features are not self-explanatory. That is why we welcome the fact that Salesforce wants to make it easier for users to get started with AI with the Einstein Learning Center. For those who have dealt little with Einstein components so far, the use cases presented can provide food for thought to deal with their own possible use cases themselves and to evaluate possible uses of AI features.
As always, you can find more details about what's new with Marketing Cloud Einstein in the documentation.
