Many brands are already taking personalisation seriously, but how do they take it to the next level, powered by the very latest in innovative marketing technology?

A key feature of the Salesforce Marketing Cloud, Salesforce Marketing Cloud Analytics Builder uses artificial intelligence (AI) to help marketers be better communicators. It parses customer data to identify trends, generate insights and predict behaviours across four key engagement actions: click, open, unsubscribe or convert. In addition, it offers reporting capabilities that enable users to configure dashboard views to visualise data in useful tables, charts, and graphs.

Using these insights and predictions, your marketing team can refine and target its communications more effectively than ever before. Let’s take a closer look at how Salesforce Marketing Cloud Analytics Builder does this.

Analysis, segmentation, integration

Salesforce Marketing Cloud Analytics Builder uses a functionality called Einstein Engagement Scoring to facilitate predictive audience segmentation and propensity modelling. This enables users to forecast a customer’s future actions with greater accuracy. It monitors the health of customer engagement across different channels and data sets, making suggestions for more granular audience segmentation.

Here’s an example: One customer’s engagement data may indicate an affinity for shoes and a high propensity to purchase, while another customer’s data may also show an affinity for shoes, but a low propensity to buy.  Rather than simply targeting all your customers who show an affinity for shoes with the same message, you would be better placed to tailor your offers and communications based on your knowledge of their propensity to make a purchase.

This is made possible by that fact that different tools within the Salesforce Marketing Cloud are tightly integrated. In other words, you can seamlessly capitalise on insights from Analytics Builder – and apply them to make use of Audience Builder (to build robust audience segments) and Journey Builder (to build your customer’s journey) more effectively.

A closer look at propensity modelling

Propensity modelling links a customer’s information with their propensity to respond and act in a certain way. It does this by tracking the customer’s historical purchases, as well as other actions such as opening emails, participating in surveys, and engaging with loyalty programmes.

Using a propensity modelling tool will help you gain deeper insights into each of your key audiences, enabling more granular segmentation. In turn, you will develop a marketing communications strategy that generates a far better ROI in the long-term.

Celerity’s Salesforce Marketing Cloud expertise

Celerity has built a team of Salesforce Marketing Cloud experts with over 40 combined years’ of experience. To ensure that our Centre of Excellence leads the way in industry best practices, we regularly invest in upskilling our team members, hiring experienced professionals, and developing product solutions that provide our clients with full access to the benefits of the Salesforce Marketing Cloud platform.

Our Salesforce Marketing Cloud services include end to end system integration, big data and insight integration, and fully customisable welcome programmes. We know how to successfully manage implementations and maximise the software platform’s ROI across its mobile, social, web and advertising tools, including Social Studio, Email Studio, and many more. Our team has worked on 50+ Marketing Cloud instances including KFC, First Group and TrustFord.

For more information on how Celerity can help your business harness the benefits of Salesforce Marketing Cloud Analytics Builder, contact the team today.