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Salesforce Marketing Cloud - Email Specialist > Insights and Analytics (14%) - Recommend Einstein Product > Flashcards

Insights and Analytics (14%) - Recommend Einstein Product Flashcards

1
Q

What is Einstein in MC?

A

Einstein features use Artificial Intelligence (AI) to guide the company’s marketing activities

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2
Q

What does Einstein ‘Copy Insights’ do?

A

Copy Insights analyses the text included in the subject lines of commercial emails to determine factors influencing email engagement

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3
Q

What does Einstein ‘Content Selection’ do?

A

Content Selection personalised the content included in email messages at open time

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4
Q

What does Einstein ‘Content Tagging’ do?

A

Content Tagging applies tags to the content uploaded to Content Builder to automate asset organisation

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5
Q

What does Einstein ‘Email Recommendations’ do?

A

Email Recommendations displays product recommendations inside email campaigns.

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6
Q

What does Einstein ‘Messaging Insights’ do?

A

Messaging Insights builds an average model of expected email campaign performance and detects anomalies in email metrics

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7
Q

What does Einstein ‘Engagement Frequency’ do?

A

Engagement Fréquence finds the optimal number of messages sent to subscribers based on past interactions

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8
Q

What does Einstein ‘Send Time Optimisation’ do?

A

STO finds the optimal time when subscribers are most likely to open email messages

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9
Q

What does Einstein ‘Engagement Scoring’ do?

A

Engagement Scoring analyses engagement with past email campaigns to group subscribers into four personas.

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10
Q

What Einstein features can be added to Journey Builder canvas as journey activities?

A

Einstein Scoring Splits
Einstein Frequency Splits
Einstein Send Time Optimisation

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11
Q

What doe an Einstein Scoring Split do in a Journey?

A

Scoring Splits divide the paths of customer journeys in Journey Builder based on subscriber segments created with Einstein Engagement Scoring.

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12
Q

What does an Einstein Frequency Split do in a Journey?

A

Frequency Splits divide the paths of customer journeys in Journey Builder based on the Saturation Levels of subscribers created with Einstein Engagement Frequency.

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13
Q

What does Einstein STO do in a Journey?

A

STO for Journey Builder can be inserted into customer journeys immediately before the message activities to optimise the send time of emails included in journeys.

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14
Q

How much Historical Data do Einstein Features require?

A

It is recommended to have a minimum of seven and optimally 28 days of historical data for Einstein features to analyse and optimise marketing activities.

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15
Q

What do Einstein features aid with (3)?

A

Segmentation
Orchestration
Content

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16
Q

How does Einstein aid with Segmentation?

A

Einstein features can be used to split the path of customer journeys configured in Journey Builder. Segmentation tools include Engagement Scoring.

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17
Q

How does Einstein aid with Orchestration?

A

Email campaigns can be sent at the time and frequency expected by the recipients with the use of Send Time Optimisation and Engagement Frequency.

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18
Q

How does Einstein aid with Content?

A

Einstein features including Messaging Insights, Copy Insights, Content Selection and Content Tagging improve the content creation process and content performance.

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19
Q

How does Global Data work with Einstein?

A

To produce relevant predictions, Einstein features need at least seven days of historical customer engagement data. To begin using Einstein features right after their activation, users may utilise Global Data - which is based on customer data from OTHER MC customers incorporated into the global data pool.

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20
Q

How to Activate Einstein features

A

To activate Einstein features, users must open each feature separately in MC Setup and click on Activate.
Einstein starts gathering data from the moment a given feature has been activated.

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21
Q

How does Einstein Engagement Scoring work?

A

Engagement Scoring analyses engagement with past email campaigns to group subscribers into four personas.

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22
Q

What are the 4 Personas created based on Einstein Engagement Scoring?

A

Loyalists - often engage
Window Shoppers - open/don’t click
Selective Shoppers - rarely open/high click engagemnt
Winback/Dormant - unlikely to engage

23
Q

How can Einstein Scoring Splits be used in Journeys?

A

Opens, Clicks, Unsubscribes, and Web Conversions Likelihood, as well as created Engagement Scoring Personas, can be used to split paths in Journey Builder customer journeys.

24
Q

How does the Remainder path work in Journey Builder Engagement Scoring Splits?

A

If all available paths are not added to the canvas during setup, contacts not matching configured criteria traverse through the Remainder path.

24
Q

How does the Remainder path work in Journey Builder Engagement Scoring Splits?

A

If all available paths are not added to the canvas during setup, contacts not matching configured criteria traverse through the Remainder path.

25
Q

How does Einstein Sent Time Optimisation work?

A

STO finds the optimal time for sending an email message from MC when the subscriber is most likely to open it.

26
Q

How can Einstein STO be used with commercial email sends?

A

STO evaluates subscriber engagement with previous commercial emails they received from MC to determine the best time to deliver the message to each subscriber.

27
Q

What happens to Einstein STO if there is not enough data?

A

Einstein must be fed with data to generate a personalised sending model. If not enough data is available, Einstein performs sends according to a generalised model.

28
Q

How can Einstein STO be used in Journeys?

A

STO for Journey Builder can be inserted in customer journeys immediately before message activities to optimise send time of EMAILS included in journeys.

29
Q

How does ‘Time Frame’ work in Einstein STO?

A

‘Time Frame’ setting specifies the number of hours during which subscribers can receive the email from MC.
4 / 12 / 24 / 48 / 72 hours / 7 days / Custom

30
Q

How does Einstein Engagement Frequency work?

A

Engagement Frequency finds the optimal number of messages sent to MC subscribers based on past interaction data.

31
Q

How does Einstein Engagement Frequency reduce unsubscribes?

A

Engagement Frequency identifies an accurate number of email messages sent from the company’s account to keep subscribers engaged, whilst reducing the chance of email burnout.

32
Q

What data does Einstein Engagement Frequency analyse?

A

It analyses the data for COMMERCIAL emails sent in the past 28 days.

33
Q

What are the Saturation Levels for Einstein Engagement Frequency?

A

Saturated
On Target
Undersaturated

34
Q

What are the Saturation Levels for Einstein Engagement Frequency?

A

Saturated
On Target
Undersaturated

35
Q

How does Einstein Frequency Splits work?

A

Frequency Splits divide the paths of customer journeys in Journey Builder based on the Einstein Engagement Frequency feature.

36
Q

How does Einstein Messaging Insights work?

A

Messaging Insights builds an average model of expected email campaign performance and detects anomalies in email metrics.

37
Q

What data is Einstein Messaging Insights based on>

A

Messaging Insights builds an engagement model based on 90 days of email opens, clicks, and unsubscribes data to formulate average email performance metrics. It uses the expected values to alert MC users whenever mass sends or Journey Builder email messages achieve hight or lower results than those expected within the average.

38
Q

How can Einstein Messaging Insights be used ProActively?

A

Messaging Insights allow MC users to proactively respond to unexpected campaign performance data. Notifications received in Messaging Insights can guide the improvements added to future campaigns.

39
Q

How does Einstein Copy Insights work?

A

Copy Insights analyses the text included in the SUBJECT LINES of commercial emails to determine factors influence email engagement.

40
Q

How much data does Einstein Copy Insights analyse?

A

Copy Insights analyses 90 days of email engagement for subject lines of commercial emails written in English to create suggestions for subject line optimisation. Copy Insights evaluates Language Factors, Emotional Tone, Top Performing Phrases, and Most Frequently Used Phrases.

41
Q

How can Einstein Copy Insights influence Campaigns?

A

Copy Insights helps MC users discover elements included in subject lines that positively and negatively influence email opens and performance. Users can optimise subject lines for future campaigns.

42
Q

How can Einstein Copy Insights influence Campaigns?

A

Copy Insights helps MC users discover elements included in subject lines that positively and negatively influence email opens and performance. Users can optimise subject lines for future campaigns.

43
Q

How does Einstein Content Selection work?

A

Content Selection personalises the content included in an email message at the open time

44
Q

How do Asset Catalogs work with Einstein Content Selection?

A

Content Selection selects the content to be displayed when subscribers are opening a message from a created Asset Catalog file. Users must provide an Asset Catalog in the form of a CSV file containing image details, including accessible URL links where images are stored.

45
Q

Einstein Content Selection and Automation

A

Content Selection automatically selects the content to be displayed to subscribers at the open time and continues to analyse the performance of existing assets to find the winning content.

46
Q

How does Einstein Content Tagging work?

A

Content Tagging applies tags to content uploaded to Content Builder to automate the organisation of marketing assets.

47
Q

What types of Content does Einstein Content Tagging tag?

A

Content Tagging automatically applies tags to image files uploaded to Content Builder to increase the efficiency of work performed in the tool and streamline content searches.

48
Q

How many Tags does Content Tagging apply?

A

Content Tagging adds up to 25 tags to image files in JPG, JPEG, and PNG formats.
Tags are applied to the uploaded content within 24 hours after the upload.

49
Q

How many Tags does Content Tagging apply?

A

Content Tagging adds up to 25 tags to image files in JPG, JPEG, and PNG formats.
Tags are applied to the uploaded content within 24 hours after the upload.

50
Q

How does Einstein Email Recommendations work?

A

Email Recommendations displays product recommendations inside email campaigns.

51
Q

How do Catalogs work with Einstein Email Recommendations?

A

Email Recommendations are based on the items added to the Catalog of assets used by the feature to understand which assets can be displayed to subscribers, considering each asset’s availability.
At the time the email is opened, subscribers see an image and URL link to the product page on the company’s website

52
Q

How can Einstein Email Recommendations be used?

A

Email Recommendations personalise content displayed to subscribers based on their browsing data to feature products they are most likely to be interested in.

Salesforce Marketing Cloud - Email Specialist (19 decks)

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