Salesforce Marketing Cloud - Einstein Content
Today, Friday, we are continuing our Salesforce Marketing Cloud Content Builder FAQ series and sticking with Advanced Email Content. A frequently asked question concerns the content block, which is visually very clearly different from the other types of content blocks:
What is behind Einstein content?
Behind the comic caricature of the world-famous scientist is access to Einstein Email Recommendations, the Salesforce Marketing Cloud Predictive Intelligence solution.
Based on the browsing, search and buying behavior of contacts, Einstein Email Recommendations creates individual interest profiles and enables email marketers to provide tailored product or content recommendations.
The solution consists of three main components. The Collect Tracking Code is integrated into the website or shop page and transmits behavioral data, such as pages visited, search orders, shopping carts and purchases, to the Marketing Cloud to create and enrich interest profiles.
This is done in conjunction with the stored product or content catalog and the classification information stored in it.
The third component is so-called logics. Logic is a combination of a display, i.e. the presentation of the product or content designed in HTML and based on the content of the catalog data, a recommendation scenario (e.g. “Who bought it then bought it out”) and a layout that defines the number of lines and columns for presentation in the email.
Once tracking code and catalog have been successfully implemented, it is quite easy for users to create target group and use case specific logics and integrate them into emails with just a few clicks in the content builder — for highly relevant content and higher conversions.
Detailed information and instructions are available in the documentary.
