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Personalize with AI and Know Your Data to Improve ROI
Learn how to deliver multichannel messages using real-time data and personalizing with AI to provide relevant customer experiences — all from a system that flows like a well-oiled automation machine.

, Product Marketing Manager, Salesforce

, Product Marketing Director, Salesforce

, Vice President, Data and Analytics, Aaron's

Role: Marketing
Topic: Artificial Intelligence
Session Level: Intermediate
Session Tracks: Marketing
Available on Salesforce+: Watch now
  • Wednesday, May 2211:45 AM - 12:05 PM CDT
    (4:45 PM - 5:05 PM GMT)
    Theater 4 (Campground, Level 3)
  • Wednesday, May 224:00 PM - 4:20 PM CDT
    (9:00 PM - 9:20 PM GMT)
    Theater 8 (Campground, Level 3)
Session Summary by Einstein: The session provided an in-depth look at how integrating AI with Salesforce's Marketing Cloud and Data Cloud can significantly enhance personalized customer experiences and drive ROI. An example was detailed, showcasing a journey of a company's use of Marketing Cloud to optimize email strategies, leverage AI for product recommendations, send-time optimization, and click and open predictions. The data-driven approach was underpinned by a simplified data diagram illustrating the seamless flow of information from store systems to Salesforce and the effective use of journey orchestration. Additionally, the session highlighted the importance of continuous testing and refinement in marketing strategies, underscoring the incremental improvements AI can bring to audience segmentation and overall campaign effectiveness.
Key Takeaways by Einstein:

• A company's successful use of Salesforce's AI tools within Marketing Cloud resulted in significant growth in active email subscribers and e-commerce agreements.

• Over 600 data extensions within Marketing Cloud are managed effectively by a small team, emphasizing the efficiency of automation and rigorous testing.

• Future AI advancements in generative models, like Einstein AI, offer promising avenues to further personalize and optimize marketing communications at scale.

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