Salesforce Marketing Cloud Improves AI Capabilities

San Francisco, United States - August 24, 2018: Outside Salesforce Tower in San Francisco, located at 415 Mission St. Salesforce is an American cloud computing company with headquarters in San Francisco, California.

Salesforce has introduced new AI-powered innovations for Marketing Cloud that help companies humanise every interaction; make trusted, first-party data the foundation of their digital strategy; and optimize marketing impact with unified analytics.

The innovations announced today include Einstein Engagement Scoring in Salesforce CDP, Einstein Designer, Interaction Studio Templates, and Datorama Connectors.

In this digital-first world, companies need to deliver moments that are connected, relevant, and human in order to develop trusted relationships that build loyalty and grow revenue. In fact, 84 per cent of marketers say that customer expectations are changing as digital experiences become more sophisticated. To deliver on these expectations, companies must harness the power of data and leverage AI— while also respecting privacy and using data with consent.

“Brands that have accelerated success during the pandemic are data-focused, embrace AI, prioritize privacy, and find agile ways to collaborate across their entire organization,” said Michael Kostow, EVP & GM, Marketing Cloud, Salesforce. “By combining Marketing Cloud’s new AI innovations with Slack, companies can quickly deliver highly personalized and relevant messages, build trusted customer relationships and drive growth.”

Einstein Engagement Scoring in Salesforce CDP, for example, helps marketers use AI in combination with cross-cloud data to target their most active subscribers within Salesforce CDP, an enterprise customer data platform that supercharges customer interactions everywhere. This capability improves engagement, conversion rates, and customer satisfaction across every touchpoint. For example, marketers can use Einstein Engagement Scores in Salesforce CDP to omit users unlikely to engage with emails or mobile, and instead utilize other channels like advertising or social media to engage with them.

Datorama Connectors and Apps for Salesforce CDP and Interaction Studio enable marketers to understand the business impact of their first-party, data-driven marketing and advertising. With out-of-the-box analytics apps and deeper Einstein Marketing Insights, companies can optimize return on investment (ROI) and customer lifetime value (LTV).


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