Belgian Salesforce Marketer September Event

During the event, we'll cover the following three hot topics that are sure to enhance your marketing strategies:

👉🏻 Kick off with a warm welcome presentation by HazelHeartwood. Next up:

👉🏻 Don't lose your customers, prevent the churn. Discover the journey of L'Oréal creating a customer retention model from technical to change management with PPD CRM manager Kyrsha Verweij and Alina Makarova from Capgemini.

👉🏻 AI-Powered Personalization: Einstein for Marketing explained. Diving into Salesforce Marketing Cloud Engagement and Data Cloud for Marketing out-of-the box AI capabilities by Margaux Decremer from Forward.

👉🏻 Improve the efficiency of your marketing campaigns with Marketing Reporting in Tableau by Tim Dries from Biztory.

1. Belgian Salesforce
Marketer Group
@HazelHeartwood

2. Margaux Decremer
Sr. Marketing Automation Consultant at
FORWARD (Spire.)

Business analyst SFMC
@ Toyota Motor Europe

in/margauxdecremer


Maria Maksimova Ivan Razine
Senior Digital Marketing Cloud Consultant
at Capgemini ♠

in/mariia-maksimova
Marketing Cloud Developer
@ENGIE

ampscript.xyz | ssjsdocs.xyz


in/ivanrazine
Community Group Leaders
Salesforce Marketer Group

3. Welcome back!!

4. Today’s topics

6. Don’t lose your
customers
Journey of L'Oréal to create a customer
retention model
Kyrsha Verweij & Alina Makarova
7 PM

7. RETENTION
CHURN ALERT

8. CONTENT
01
02
03
04
05
06
07
ABOUT US
GOALS AND OBJECTIVES
THE CHURN CALCULATION
RETENTION JOURNEY
MANAGING O+O
RESULTS
LESSONS LEARNED

9. Senior Salesforce Marketing Cloud Consultant &
SFMC Champion, Capgemini
ABOUT US
CRM Manager, L’Oréal PPD BENELUX

10. GOALS AND OBJECTIVES
Retention Alert
Importance in
Marketing
a retention alert focuses on customers who are at risk of churn but with a
proactive approach. It notifies the marketing or customer success team to
take specific actions aimed at retaining these customers.
Retaining existing customers is often more cost-effective than acquiring
new ones. Churn and retention alerts help businesses focus on keeping their
current customers engaged and satisfied.

11. CHURN ALERT
Identify a purchase pattern and create an alert score
Track the PURCHASE FREQUENCY of each salon, ESTIMATE their NEXT
PURCHASE DATE, and monitor the DELAY to alert BPs and tailor
communication

12. THE CHURN CALCULATION

13. RETENTION JOURNEY

16. RETENTION JOURNEY:
BP FOLLOW UP

17. COMBINING O + O
01
02
03
04
05
RECEIVE THE EMAIL EVERY OTHER WEEK ON MONDAY AT 9 AM
WITHIN 48 HOURS OF EMAIL, HALF AN HOUR WILL BE BLOCKED IN THE
AGENDA TO SCHEDULE WHEN YOU CALL OR VISIT THEM
VISIT WITHIN 7 DAYS TO “SECURE THE ORDER” OR CALL
WITHIN 14 DAYS TO PLACE AN ORDER
REGISTER IT IN CRM
A CUSTOMER LEAVES THE RETENION JOURNEY
WHEN HE PLACES AN ORDER OR AFTER 90 DAYS

18. RESULTS SO FAR
customers reactivated since May
2024
5,25%

19. LESSONS LEARNED
•applying a standardized model to a local data model set up led to unexpected
results
•aligning with the Sales team to explain the importance of the digital campaign
•aligning with the stakeholders

20. LESSONS LEARNED

•iterations will always be there, however, always really validate what is a
must and a nice to have vs. expected business impact
•automation is key. Walk numerous times through everything with different
teams to understand what is there and what is not

22. AI-Powered
Personalization
Einstein for Marketing explained

Margaux Decremer
7:30 PM

23. AI-Powered
Personalization
Einstein for Marketing Explained
Margaux Decremer
04 Sep 2024, Kortenberg

24. Margaux Decremer
Sr. Marketing Automation Consultant at
●Salesforce Marketing Champion since 2020
●SFMC Business Analyst at Toyota Motor Europe since 2022
●Belgian Salesforce Marketer Community Co-Leader since
2023

25. Agenda
AI-Powered Personalization explained
2. AI-Powered Marketing
within Customer Lifecycle
Einstein use cases throughout the customer
lifecycle


1. Einstein for Marketing in
the Salesforce Ecosystem
A roadmap from predictive to generative AI:
Einstein, Einstein 1 and Einstein GPT
3. Do’s and Don’ts
Best practices and how to prepare your org
for Einstein

26. 1.Einstein in the
Salesforce
Ecosystem
Product positioning from a marketing perspective
and Einstein landscape demystified

27. From Predictive to Generative AI
2016

Salesforce first
announced Einstein at
Dreamforce 2016
which is predictive AI.

It comes with out of
the box features such
as Einstein
Engagement Scoring,
Send Time
Optimization,
Einstein
Recommendations.
2017-2018


2019


2022


2023


2024


Updates to Einstein
such as:
Einstein Split
Automated Data
Extension activation
for Einstein
Recommendation
Predictive Web
Recommendations
Einstein
Segmentation for
Salesforce DMP (early
CDP tool)
Salesforce acquires
Marketing Cloud
Personalization (fka.
Evergage &
Interaction Studio)

Genie paves the way
for highly
personalized
customer
experiences.

The Salesforce
Einstein engine is
making 175 billion
predictions per day.
As Genie uses the
Salesforce Metadata
model, it can tap into
Einstein for real-time
predictions.

Salesforce
partnership with
OpenAI is
established. More
partnerships with
leading AI platforms
are established as well
as ‘bring your own AI
model’ capability.
Einstein 1 on
Dreamforce.
Marketing Cloud
Growth edition:
Einstein Copilot
(Einstein Co-Create)



Salesforce generative AI
under the form of
Einstein1 (Platform) and
Einstein GPT
(technology) on Data
Cloud

Einstein Personalization

Generative AI
functionalities for
Marketing:
Copy Insights
Content creation &
Selection

28. Einstein Trust Layer
Salesforce Architecture for trust and
security
Einstein Trust
Layer
A robust set of
features and
guardrails that protect
privacy and security
of your data, improve
the safety and
accuracy of your AI
results and promote
responsible use of AI
across the Salesforce
Ecosystem.
Zero Data
Retention
The data that is used
to ground the prompt
in just lives in transit
or in memory, there is
a zero data retention.
Data Model Cards
Per AI feature in
Salesforce, there is an
extended model card
available that gives
information on how it
works, the model
input, the model
output, which
machine learning
model is used etc.
Salesforce
Trusted AI
principles
Trust and Compliance
documentation is
available for
consultation
regarding
architecture, security,
transparency and
privacy related audits
etc.

29. Marketing Cloud Intelligence out of scope for this presentation
Marketing Cloud
Engagement (SFMC)

●Engagement
Frequency
●Marketing Insights
●Messaging Insights
●Send Time
Optimization
●Copy Insights
●Content Creation
Marketing Cloud Account
Engagement (fka.
Pardot)

●Key Account
Identification
●Behavior Scoring
●Lead Scoring

Data Cloud for Marketing

●Lookalike Modeling
●Segment Creation
Einstein for Marketing
Out-of-the-box features

30. 2. AI-Powered
Personalization
within Customer
Lifecycle
Einstein Use Cases throughout the customer lifecycle

31. Einstein throughout the customer lifecycle
Embracing a customer centric approach across the customer lifecycle with AI
accelerators
Einstein
Lookalike
Modeling
Einstein
Messaging
Insights
Website
Personalization
Einstein
Engagement
Frequency
Einstein Open
Time Emails
Einstein
Splits
Awareness Consideration Acquisition Conversion Retention Re-Engagement

Customer Lifecycle

32. You can indicate how
large you want the
audience to be, let
Einstein generate it
and then activate it
Einstein Lookalike Segments
This feature identifies
segments that look
and act like the target
audiences for a given
scenario. The model
is built on segments
based on individual
objects that are part
of your data model
and based on insights
from your entire
audience.
Populate segments that look like your customers
and activate them everyhwere

33. AI-enabled customer centric marketing
How you can use Einstein for capturing awareness
KPIS

TOUCHPOINTS &
ACTIVITIES



AI ACCELERATORS

Email Capture Device ID Capture Unified ID Capture
Website visits

Ad
Interactions
Profile
Sign-ins
App
download
Search

Einstein Lookalike Modelling
Others:
Segment Creation
Einstein Recommendations
Einstein Content Creation
Einstein Copy Insights

34. Website Personalization
Personalize various
aspects of your
website for your users
based on their
behavior, affinities,
preferences, location
or other qualifying
criteria.

Move your website
visitors further down
your funnel with
Einstein
recommending the
next best action.
Display content that resonates with your customers

35. AI-enabled customer centric marketing
How you can use Einstein for acquisition?
KPIS

TOUCHPOINTS &
ACTIVITIES



AI ACCELERATORS

PurchaseAccount registration Conversion towards next step of the funnel
Newsletter
Email
Website Personalization during registration, preference
management, check out etc.
Advertising

Website Personalization
Others:
Einstein Open-Time Email
Einstein Engagement Frequency

36. Limitations:
1 language per dataset
Rules might overwrite or block each other eg. Enable product fallback

Einstein Open Time emails with Einstein Recipes
With Open Time
Email Campaigns, you
can deliver
up-to-the-second
personalized content
and
recommendations.
Email messages can
address a customer’s
latest actions on your
site.
Populate your newsletter with rule-based content that is hyperpersonalized

37. AI-enabled customer centric marketing
How you can use Einstein for retention
KPIS

TOUCHPOINTS &
ACTIVITIES



AI ACCELERATORS

Loyalty increaseRepeat purchase Cross sell/ upsell
Post Purchase
Email
‘You may also like’
Website Personalization
Surveys &
Reviews
Post Purchase
Advertising
Einstein Open-Time Email
Others:
Einstein Send Time Optimization
Einstein Engagement Frequency
Website Personalization

38. Customer-Centric Marketing:
demystification of personalization with Einstein

39. Einstein throughout the customer lifecycle
Embracing a customer centric approach across the customer lifecycle with AI
accelerators
Einstein
Lookalike
Modeling
Einstein
Messaging
Insights
Website
Personalization
Einstein
Engagement
Frequency
Einstein
Recommendati
ons
Einstein
Splits
Awareness Consideration Acquisition Conversion Retention Re-Engagement

Brand Goals
I don’t know your brand
I’m open to learn
more
I want to know you
and your products
I want to transact
with you
I want to engage
deeply with your
brand
I want to re-engage
if you can offer me
something that fits
my current needs
I want to know you
I want to know
about your
needs
I want to know
about your
intent to buy
I want to show
you what you
want
I want you to
evangelize
I want you to
remember why
you like me

Customer Lifecycle

40. 3. Do’s and Don’ts
Best practices
and how to prepare your org for Einstein

41. ●Are we ready from a people,
process, and technology
perspective?

●What is the business value and
impact on our organization?

●How do we build and execute an AI
strategy across our business?
Assessing your AI readiness
How do you get started with AI-Powered Personalization?

42. Get your first-party data strategy
in order

Identify and prioritise high value
use cases

Review out of the box capabilities
Make your org ready for AI-powered use
cases

43. 1. Increase the data quality of
Einstein in Marketing Cloud
Engagement

•Try to collect as much as possible
engagement data from all
touchpoints and gather all
engagement data in one place
•Increase the number of hours you’re
sending messages in during the
week.
•Increase the send time window for
the content with the highest
engagement rates

44. 2. Out-of-the-box capabilities
are a black box?

•Monitor the amount of analyzed
email addresses and match with
Engagement Scoring DE
•You’re able to match any activation
segment with the Einstein Scoring DE
to see how many overlap there is.

45. 3. Don’t overcomplicate the
usage of Einstein

•Some configuration and rules might
overwrite others eg. in Einstein
Recipes
•Roll out A/B test plan and monitor
closely to clearly measure the impact
of your Einstein efforts

47. Marketing Reporting
in Tableau
Improve the efficiency of your marketing
campaigns

Tim Dries
8 PM

48. Improve Your
Marketing Reporting
with Tableau
Belgian Salesforce Marketing Cloud
User Group
September Event

49. Who are you?

RAISE OF HANDS

50. Tim Dries
About me:

Background in Sociology and Statistics
(Not a marketeer, but I have serviced many)

10 years of Tableau and Data Analytics experience
Technical Consultant at Biztory since 2016

Focus on Salesforce <>Tableau since 2019 (acquisition year)

Biztory is a Salesforce Ventures Capital backed company.

Focus on AI, Data Science and advanced analytics.

Currently @ “Departement Zorg” (Flemish) Government

Spent most of my professional time at/in/with:

51. Tableau Public

52. Tableau in the Salesforce ecosystem: oriëntation
… because you all know Salesforce loves to rebrand
once in a while.

54. You are here

55. “Salesforce has pulled Tableau into its core
Einstein 1 Platform, enabling a robust
growth rate of 16 percent, which is much
higher than many of the other vendors
included in the study. According to Gartner,
that demonstrates its “strong” corporate
viability and is one of Salesforce’s core
strengths. Others include its dedicated
leadership teams and composable
analytics. The latter catches the eye, as
Salesforce has re-engineered the
architecture to be more agile, facilitating a
quicker release cycle and innovations like
Tableau Pulse, which enables a generative
analytics experience.”

56. AI

57. Salesforce













Data Cloud










With Data Cloud


Tableau Cloud






Create Dashboards
Data Cloud Accelerators
Visualize unified records








SALES ORG
Sales/Service/Marketing/Commerce


















SERVICE ORG
Sales/Service/Marketing/Commerce














Embed back
Native
Native








MARKETING
Sales/Service/Marketing/Commerce














Native

58. Salesforce













Snowflake










With modern data warehouse


Tableau Cloud






Create Dashboards
Data Cloud Accelerators
Visualize unified records








SALES ORG
Sales/Service/Marketing/Commerce


















SERVICE ORG
Sales/Service/Marketing/Commerce














Embed back
Native
Native








MARKETING
Sales/Service/Marketing/Commerce














Native

59. No data warehouse


Tableau Cloud






Create Dashboards
Data Cloud Accelerators
Visualize unified records








SALES ORG
Sales/Service/Marketing/Commerce


















SERVICE ORG
Sales/Service/Marketing/Commerce














Embed back
Native
Native








MARKETING
Sales/Service/Marketing/Commerce














Native

60. Let’s demo a few things on familiar data …

61. Let’s have a look At Tableau … Einstein copilot

62. “Plot alle Belgische gemeenten op
een kaartje en geef deze een
kleurcode gebaseerd op het
gemiddeld aantal opens van elke
campagne. De grootte van de
bolletjes op de kaart moet
afhankelijk zijn van het gemiddelde
ROI.”
3 quick examples: example 1

63. “Wat is dit jaar de
trend voor clicks en
engagement score
doorheen de tijd per
week per campagne
type? Voeg ook labels
toe. filter september
uit”
3 quick examples: example 3

64. “Wat is de relatie tussen
gemiddelde ROI en
gemiddelde Engagement
score voor duur, taal en
channel per type?
Voeg labels toe
Zet type op rijen.”
3 quick examples: example 2

65. Let’s have a look At Tableau … Pulse

66. Let’s have a look At Tableau … Accelerators

68. Let’s have a look At Tableau … Accelerators

73. Let’s have a look At Tableau …
Desktop

74. Let’s have a look At Tableau …
Desktop

76. Questions?

77. Different ways of joining us
How to join?
Find a community group near you
Follow us on LinkedIn
Scan the QR code
MARIA MAKSIMOVA in/mariia-maksimova

MARGAUX DECREMER in/margauxdecremer

IVAN RAZINE in/ivanrazine
trailblazercommunitygroups.com

78. See you again end of this year? Save the date
18/12

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