Einstein Engagement Scoring in Salesforce

Einstein Engagement Scoring

• Predicts consumer engagement with email and MobilePush messaging using customer data and machine learning.
• Assigns scores for each contact's likelihood to engage with emails or interact with push notifications.
• Included with Corporate and Enterprise Edition or available as an add-on purchase to Pro Edition.
• Available at no additional charge for customers who purchased a Corporate or Enterprise Edition before October 27, 2017.
• No admin-level permission controls to limit users.

Data Extensions

• Aggregates customer data in a dashboard providing audience-level insights and individual contact-level scores.
• Data extensions named Einstein_MC_Predictive_Scores and Einstein_MC_MobilePush_Scores.
• Accessible via Contact Builder or Email Studio.

Use Cases

• Monitor the health of engaged subscriber lists.
• Create audiences from scores using attributes similar to best-performing subscribers.
• Segment subscriber lists to target specific audiences based on predicted likelihood to engage.
• View model correlations that affect subscriber engagement using click bar graphs.
• Target subscribers through Marketing Cloud Engagement apps.

Einstein Engagement Scoring Heatmap

• Groups subscribers into a customer persona based on predicted email engagement.
• Personas: Loyalists, Window Shoppers and Selective Subscribers, Winback/Dormant.
• Use personas to refine customer engagement campaigns and journeys.

Momentum Analytics

• Gain insights about subscriber Persona changes and their relationship to subscriber categorization.
• Show subscriber Persona predicted behavior changes over time.

Einstein Send Time Optimization

• Determines the best time to send a message using machine learning.
• Predicts optimal send times for each individual contact.
• Increases email and push notification engagement.
• Recreates sending model each week using latest engagement data.
• Excludes Transactional send classification from modeling.

Einstein STO Journey Builder Activity

• Sends messages to each contact at the time when they are most likely to engage with the message.
• Uses generalized model when there is insufficient data to create a model for a contact.

Einstein Send Time Optimization Dashboard

• Displays analytics that predict future message engagement.