Salesforce Marketing Cloud - Einstein Splits
Today, Friday, we are continuing our series “Einstein Components in the Salesforce Marketing Cloud,” with the exciting topic of “Einstein Split.”
The Einstein Split is a flow control activity that can be used in Journey Builder to send journey contacts onto the optimal journey for them using artificial intelligence. Similar to Decision Split, Random Split or Engagement Split, the Einstein Split divides the journey into different paths on which different activities (emails, SMS, case creation...) lie.
There are five different types of Einstein Split — depending on which type is selected, the journey contacts are assigned to the paths using a different logic.
- 1st Persona Split: In this Einstein Split, the journey contacts are assigned to the four personas from Einstein Engagement Scoring, i.e. four different paths are created. For more information about the personas, see also our Feature Friday post from May 8, 2020.
- 2nd conversion split: Here, journey contacts are divided according to the probability of achieving a conversion. Very different actions can be conversions: From downloading a document or filling out a form to making a purchase. To define the conversion, collect tags must first be installed on the corresponding websites.
- 3. Email Open Split: This split divides contacts according to the probability of opening the email.
- 4. Email Click Split: The distribution of contacts depends on the probability that a contact clicks in an email.
- 5th Retention Split: In this split, contacts are divided according to the probability that they will remain signed in.
Email Open and Email Click Split should not be confused with the default Engagement Split: While the latter is about how a recipient has reacted to an email that has already been received, Einstein Splits is all about how the recipients behave to an email sent in the future probably will look.
The Einstein Split therefore makes the AI components of the Marketing Cloud usable to design tailor-made journeys, which is why we think it is one of the most interesting Einstein features. As with all Einstein components, however, a certain amount of preparatory work is required: For the persona split, Einstein Engagement Scoring must be set up and collected data over a sufficient period of time, and the placement of collect tags on the website is essential for the conversion split. However, anyone who is not afraid of this initial effort can use the Einstein Split to gain another powerful opportunity to precisely manage journeys for each individual contact.
