Salesforce, the cloud-based customer relationship management (CRM) tool that provides a unified view of your customers in an integrated platform, has presented in October 2020 a wide list of new features in its Marketing Cloud digital platform. Below we will explain them in detail so that you can make the most of this tool.
Customer 360 Audiences
Salesforce has multiple products, which often means that this data is not shared internally between work teams and information gaps occur. Thanks to the addition of Customer 360 Audiences, users will have access to all the information, gathering all customer data, as well as data from other third-party applications, in a single panel.
Customer 360 Audiences is one of the most important new features of Salesforce Marketing Cloud and this allows marketers to create more personalized audience segments to communicate with customers at the right time.
New Pardot Email Experience
Among the latest features to highlight is the new email builder from the Pardot platform. It provides the user with a better experience and allows a series of possibilities, previously non-existent, such as creating emails from templates, integrating images, HTML, plain text as well as HML merge fields, generating buttons, undoing and redoing texts, viewing a preview, saving the content, forwarding an email and obtaining reports on the performance of the email.
Interaction Studio: Triggers for Journey Builder
Triggers allow Marketing Cloud customers to create segments in real time. These segments are based on actions their customers or website visitors take with email or from their own mobile app.
Segments are easily integrated into Journey Builder, collecting real-time data on user behavior on our website, ETL or API integrations, obtaining results closer to the true user experience.
Sandbox for Datorama
Sandbox
will be integrated into Datorama. This tool will help test our marketing campaigns safely and effectively using Agile methodology.
It will allow you to create a safe working environment by offering the possibility of making changes and revisions before launch, which reduces operational risk.
As soon as Sandbox for Datorama is enabled, it will offer the possibility to dig deeper into your data sets and learn how to manage them better thanks to:
Periodic data synchronization.
Removing manual data settings.
Control of changes implemented to an entity.
By combining all these new utilities, the result will be an increase in productivity that will go hand in hand with the innovation created in marketing.
Datorama Media Planning Center
With this tool update we will be able to improve the distribution of our budget.
Datorama's Media Planning Center is a centralized place to create, manage and analyze your media plans. Allocate your budget intelligently using an easy-to-use interface and share an automatic spending and performance tracking history within your team.
It also uses integrated artificial intelligence to identify opportunities and generate an increase in our budget, by better understanding where expenses and profits are, thus generating the necessary knowledge to identify these opportunities.
Finally, it allows you to create forecasts to make the best decisions. It uses advanced statistical methods to make decisions based on the extracted data.
Einstein for Marketing Cloud Enhancements
Use journeys to send emails more conveniently thanks lithuania phone number library to the intelligence of Einstein . Easily distribute contacts within the Journey based on the perfect sending frequency or the expected level of engagement. Einstein will take care of sending our campaign to each contact at the ideal time using Single Send Journeys .
Maximize engagement with optimal sending frequency.
Einstein Engagement Rate for Email divides your customers based on their pre-selected engagement frequency and determines the perfect number of messages to send to each of them.
Segment Journey contacts based on engagement.
This functionality is achieved with Einstein Engagement Split within Journey Builder, which will allow you to automatically segment contacts in a Journey based on analytical predictions. With this new update, Einstein Engagement Split is compatible with MobilePush.
Predicts engagement for MobilePush messages.
When you want to reach consumers, it’s important to understand user engagement across digital channels. Einstein Engagement Scoring predicts consumer engagement with mobile push notifications and mobile push apps to help target, group, and personalize campaigns based on the likelihood of user engagement.
Using subscriber attributes ethically
Einstein Content Selection analyzes the attributes you create for a subscriber profile and evaluates them for the potential for bias in their use.
Understand data quality
Einstein makes it easy to understand the quality of the data collected and helps predict the right time to send a campaign for the best results.
Get information about shipping time in Journeys
Using Einstein Send Time Optimization (STO) in Journey Builder takes full advantage of Einstein on Single Send Journeys. To get users to better engage with your campaigns, it's best to send emails when they're most likely to open them.
Automatically tag Einstein content selection assets.
Feature tags can be automatically generated for digital assets that Einstein Content Selection uses with Einstein Content Tagging.
Using Artificial Intelligence, this content labeling analyzes the images used in marketing campaigns and will generate labels that are assigned to each of the assets. These labels will help understand the common characteristics of the content we generate to know if they are used correctly.
