Salesforce Marketing Cloud - Einstein Data Quality Score

The Data Quality Score includes engagement data from the entire account (at enterprise level). During the analysis, a Send Time Coverage Score and a Data Richness Score are calculated:

• The Send Time Coverage Score shows how many hours a week there was at least one delivery. If the shipments cover many different times, this value is particularly high. If you concentrate shipments on just a few hours, it is low.
• The Data Richness Score assesses the amount and quality of engagement data available for each individual contact.

However, the Send Time Optimization Dashboard not only shows the data quality score, it also provides tips on how to improve it.

In our opinion, you have to keep a basic point in mind: If you focus your shipments on the times that Einstein Send Time Optimization (STO) determined as the best possible delivery times, you also contribute to a drop in the Send Time Coverage Score, as there is a lower spread of shipping times. Achieving the highest possible data quality score on the one hand and maximum commitment through the use of STO on the other hand are therefore, in a sense, contradictory. It cannot therefore be the sole goal to achieve a data quality score of 100%. Rather, it makes sense to aim for a relatively constant score so that the generated data remains meaningful, and at the same time to use this data as much as possible to optimize your own sending time.

As always, you can find further information in the documentation:

• Einstein Data Quality Score
• Einstein Send Time Optimization Dashboard