Guide to 15 Marketing Cloud Einstein Features (+ Pricing)
- April 26, 2023
- Einstein Features, Salesforce Ben | The Drip
Salesforce took a leap into artificial intelligence (AI) in 2016 when they announced Salesforce Einstein. Salesforce Einstein is not a single product; it’s a technology layer that’s woven into the Salesforce Lightning platform and various Salesforce cloud products – including Marketing Cloud Cloud.
Since Salesforce Einstein was first unveiled, there are now 60+ AI-driven products sold by Salesforce!
Out of these, fifteen fall under the Marketing Cloud umbrella:
- Einstein Engagement Scoring
- Engagement Splits
- Path Optimizer
- Einstein Send Time Optimization
- Einstein Messaging Insights
- Einstein Engagement Frequency
- Einstein Copy Insights
- Einstein Content Selection
- Einstein Content Tagging
- Einstein Email Recommendations
- Einstein Web Recommendations
- Einstein Behavior Scoring
- Einstein Key Accounts Identification
- Einstein Campaign Insights
- Einstein Attribution
Not only is it good to be aware of these features and how they can assist your marketing efforts, some of these features are tested during the certification exams (e.g. Marketing Cloud Admin tests Einstein Recommendations, Engagement Scoring, and others).
Marketing Cloud Einstein Overview
When it comes to Einstein features for marketing, these are split across Salesforce’s two marketing products: Marketing Cloud and Account Engagement (formerly Pardot).
| Marketing Cloud | Account Engagement (formerly Pardot) | |
|---|---|---|
| Einstein Engagement Scoring | ✅ | |
| Engagement Splits | ✅ | |
| Path Optimizer | ✅ | |
| Einstein Send Time Optimization | ✅ | ✅ |
| Einstein Messaging Insights | ✅ | |
| Einstein Engagement Frequency | ✅ | |
| Einstein Copy Insights | ✅ | |
| Einstein Content Selection | ✅ | |
| Einstein Content Tagging | ✅ | |
| Einstein Email Recommendations | ✅ | |
| Einstein Web Recommendations | ✅ | |
| Einstein Behavior Scoring | ✅ | |
| Einstein Key Accounts Identification | ✅ | |
| Einstein Campaign Insights | ✅ | |
| Einstein Attribution | ✅ |
1. Einstein Engagement Scoring
Einstein Engagement Scoring is another AI-driven scoring feature, this time to evaluate engagement with marketing emails and messages sent via MobilePush.
Marketing Cloud sorts subscribers into one of four personas: Loyalists, Window Shoppers, Selective Subscribers, and Winback/Dormant. You can then use Engagement Score in Journey Builder splits, to send messages to subscribers that are likely to open them.
Find the prerequisites, such as the volume of historic data, here. Available with Marketing Cloud Corporate and Enterprise editions, or with Pro edition at an additional cost.
2. Engagement Splits
As we just mentioned, you can use engagement data Journey Builder splits, to send messages to subscribers that are likely to open them. Engagement Splits look at the most recent message that was sent from that journey (typically the activity that happened before reaching the split).
3. Path Optimizer
Path Optimizer is part of the “Flow Control” family, a group of Journey activities that determine which branch is the most efficient when a path is set up in Journey Builder.
You could compare Path Optimizer to A/B testing – meeting the need to experiment with content, sending frequency, and channel type. It automatically (or manually) selects a winning branch after the experiment duration has passed, and then sends the message to all contacts entering that path of the Journey.
4. Einstein Send Time Optimization
Send Time Optimization taps into AI to determine when Marketing Cloud/Account Engagement (Pardot) emails should be sent based on past engagement data from your database. The idea behind it is that by optimizing the time the email is sent, your audience is more likely to open and click.
By selecting the “Einstein Optimized” send option, you can define an experiment time frame from three hours to seven days.
5. Einstein Messaging Insights
Einstein Messaging Insights alerts you to changes in your marketing performance no matter where you are in the Marketing Cloud. When an anomaly occurs, the notifications badge alerts you, for example, that email campaign engagement is 15% higher than expected.
You can then navigate to the insights hub for more information.
Use the Einstein Messaging Insights dashboard to view and analyze anomalous results after a batch send or journey send.
6. Einstein Engagement Frequency
Einstein Engagement Frequency evaluates your contacts and subscribers, and identifies the optimal number of email messages to send.
7. Einstein Copy Insights
Einstein Copy Insights uses text analytics and natural language processing to analyze the text from your email subject lines to uncover insights, which you can then use to craft subject lines that drive stronger email engagement.
8. Einstein Content Selection
Einstein Content Selection is a no-code experimentation tool that reviews your existing assets and selects the most engaging content for each unique subscriber. This tool selects and displays content in real-time, as the subscriber opens the email, scanning content in your “Asset Pool” available at that exact moment (not when the email was sent).
Configure attribute, exclusion, fatigue, and variety rules – then Einstein will take care of the rest!
9. Einstein Content Tagging
Einstein Content Tagging automatically applies searchable tags to image files in your Marketing Cloud account, with help from Google Vision to analyze and process images.
The number of new images you can tag depends on your edition of Marketing Cloud.
10. Einstein Email Recommendations
Use Einstein Email Recommendations to observe customer behavior, build preference profiles, and deliver the next-best content or product.
Configure “Logic” by selecting the scenario, how it should be displayed, and how many recommendations to generate. Scenarios can then be re-ordered by priority, so a subscriber will match with relevant scenarios above others.
11. Einstein Web Recommendations
Similar to Einstein Email Recommendations, Web Recommendations observe customer behavior, enabling you to build preference profiles, and deliver the next-best content or product for website visitors.
12. Einstein Behavior Scoring
Behavior score looks at each Prospect and their Pardot activities (Engagement History), and identifies which activities are positive signals, and which are negative. This means that behavior score automatically decays over time when prospects show signs that negatively impact their likelihood of conversion such as long periods without engagement – one pain point of rules-based Pardot (Account Engagement) Score.
Prospects are assigned a score from 0-100 in relation to how they compare to all other prospect records in your database.
13. Einstein Key Accounts Identification
“Surface the accounts with the highest likelihood to purchase” within your Salesforce org. This is similar to Einstein Lead Scoring (featured in the “Einstein for Sales” section), and is the AI-equivalent of Pardot Score, only summarized at the account level.
14. Einstein Campaign Insights
Identify “trends in prospect demographics and marketing asset engagement”. Campaign Insights analyze prospect engagement activity with the different marketing assets, as well as key prospect attributes such as job title, location, and company industry.
Einstein is on the look-out for anomalies, both positive and negative, in the engagement data, then surfaces the most meaningful ones in the shape of Campaign Insights.
15. Einstein Attribution
“Leaves rules-based influence models in the rearview mirror” – this is something quite remarkable. Einstein Attribution will take you one step closer to the ‘holy grail’ of accurate marketing attribution, by picking up gaps in attribution using an AI data-driven model that “attributes revenue share based on your actual customers, their engagement, and your successes”.
This is achieved through Virtual Opportunity Contact roles. These plug the gaps where real Opportunity Contact roles haven’t been created (but should be there). The Salesforce product team says that virtual Opportunity Contact roles have up to a 10x greater attribution coverage compared to an organization that has to manually create Opportunity Contact roles!
Marketing Cloud Einstein Pricing
Marketing Cloud Einstein does not have a single list price (user/month) but instead is bundled into some editions of Marketing Cloud and Account Engagement (Pardot). The points below are a summary of the table.
- Most Marketing Cloud Einstein features come with Marketing Cloud Corporate and Enterprise editions. Corporate starts at $3,750 /org/month whereas Enterprise edition will cost four or five-figure amounts that aren’t even quoted on the website. You must have at least Corporate edition to use Journey Builder.
- Account Engagement Einstein features are available with Advanced and Premium editions. These start at $4,000 /org/month and $15,000 /org/month, respectively.
- Einstein Engagement Scoring is the exception, as you can purchase it as an add-on to Pro edition.
| Marketing Cloud 🟠 or Account Engagement 🟡 | Available with: | |
|---|---|---|
| Einstein Engagement Scoring | 🟠 | Marketing Cloud Corporate and Enterprise editions, or with Pro edition at an additional cost. |
| Engagement Splits | 🟠 | Marketing Cloud Corporate (at least) is required to use Journey Builder and its features. |
| Path Optimizer | 🟠 | Marketing Cloud Corporate (at least) is required to use Journey Builder and its features. |
| Einstein Send Time Optimization | 🟠🟡 | Marketing Cloud Corporate and Enterprise editions // Account Engagement Advanced and Premium editions. |
| Einstein Messaging Insights | 🟠 | Marketing Cloud Corporate and Enterprise editions. |
| Einstein Engagement Frequency | 🟠 | Marketing Cloud Corporate and Enterprise editions. |
| Einstein Copy Insights | 🟠 | Marketing Cloud Corporate and Enterprise editions. |
| Einstein Content Selection | 🟠 | Marketing Cloud Corporate and Enterprise editions. |
| Einstein Content Tagging | 🟠 | Marketing Cloud Corporate and Enterprise editions. |
| Einstein Email Recommendations | 🟠 | Marketing Cloud Corporate and Enterprise editions. |
| Einstein Web Recommendations | 🟠 | Marketing Cloud Corporate and Enterprise editions. |
| Einstein Behavior Scoring | 🟡 | Account Engagement Advanced and Premium editions. |
| Einstein Key Accounts Identification | 🟡 | Account Engagement Advanced and Premium editions. |
| Einstein Campaign Insights | 🟡 | Account Engagement Advanced and Premium editions. |
| Einstein Attribution | 🟡 | Account Engagement Advanced and Premium editions. |
Summary
“Out of clutter, find simplicity. From discord, find harmony. In the middle of difficulty lies opportunity.”
With Albert Einstein’s words in mind, Salesforce Einstein is designed to take all those increasingly complex Salesforce orgs, ballooning databases, and heightened customer expectations, in order to surface key insights and streamline operations for customers. And there are many ways this technology layer can benefit marketers.
Which is your favourite? Let us know in the comments…
This Pardot article written by:
Salesforce Ben | The Drip
Lucy Mazalon is the Head Editor & Operations Director at Salesforceben.com, Founder of THE DRIP and Salesforce Marketing Champion 2020.
Original Pardot Article: https://www.salesforceben.com/the-drip/marketing-cloud-einstein/
Find more great Pardot articles at www.salesforceben.com/the-drip/
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This Pardot article written by:
Salesforce Ben | The Drip
Lucy Mazalon is the Head Editor & Operations Director at Salesforceben.com, Founder of THE DRIP and Salesforce Marketing Champion 2020.
Original Pardot Article: https://www.salesforceben.com/the-drip/marketing-cloud-einstein/
Find more great Pardot articles at www.salesforceben.com/the-drip/