Raise your Company's Analytics IQ with Salesforce Einstein

Gib Bassett, Retail and Consumer Goods Customer Success Director
gbassett@salesforce.com
Raise your Brand’s Analytics
IQ with Salesforce Einstein
Consumer Goods Industry Theater Session
Wed., June 19, 1:30 pm, Lake Opeka Theater

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“Although many companies have
successfully implemented data
warehouses -- massive databases
containing large volumes of
historical data for analysis and
reuse -- many more have struggled
to do more with that data than run
basic reports using simple tools.”

“The vision we have is the brand
entrepreneurs with a creative on one
side and a data scientist on the
other, with their hands on the
keyboard making things happen and
creating things in real time.”
P&G CMO Marc Pritchard, April 2018
“Imagine you had a magic 8-ball
and you could ask it anything,
what are the wicked problems you
wish it would answer?”
P&G Principal Enterprise Information Architect
Terry McFadden, October 2016

Who cares about analytics?
Your Retail Partners and Your Consumers...tailored brand experiences powered
by analytics support retail partner success and helps win moments of truth with consumers
The CDO…interested in how Salesforce’s advanced analytics and AI capabilities fit with
current and planned data strategy and information architecture
The Salesforce Administrator…interested in what use cases are possible within the
platform to contribute to data driven success
Customer and Consumer Insights/The BI Analyst…interested in the packaged
and custom possibilities available in the Salesforce platform to support and enable for business
users

Who cares about analytics?
The Data Scientist…interested in access to data and a platform to demonstrate the
meaningful impact of analytical work quickly for their organizations
Digital and Brand Marketing, D-to-C E-Comm, and Consumer Affairs
or Customer Service Leaders…collaborating with other teams to execute seamless
consumer journeys
Trading Partner Sales and Shopper Marketing Leaders...seeking a
consumer-centric sales and promotional strategy to reduce dependency on discount based trade
spend
The Supply Chain Leader…wanting to improve efficiency and accuracy, plus greater
synchronization with the demand side of the business

Understand your Analytics Opportunity
9
Data & Advanced Analytics: High Stakes, High Rewards, 2017
Only 13% of RCP executives believe that
their advanced analytics strategy is well
established and central to the overall
business strategy.

Remember….AI is Analytics
Notes from the AI frontier: Applications and value of deep learning
McKinsey Global Institute – April 2018
Understand which use cases and domains have the potential
to drive the most value, as well as which AI and other
analytical techniques are needed to capture that value.
This portfolio ought to be informed not only by where the
theoretical value can be captured, but by the question of how the
techniques can be deployed at scale across the enterprise.

Grade your company’s Analytics IQ?

Overcoming Barriers to AI Business Value
Barriers
When asked about top barriers to AI,
enterprises cited finding use cases and
defining strategy, security/privacy, risks
and integration complexity. Nearly two
of three organizations cited finding a
starting point as a concern.
Identifying Use Cases
Look at how you are using technology
today during critical interactions with
customers — business moments — and
consider how the value of those
moments could be increased.
The CIOs Guide to Artificial Intelligence, February 4, 2019

Pre-Shop Shop Post-Shop
Your Consumer’s
Journey
#1 CRM Apps
Community Cloud
Marketing Cloud
B-to-C Commerce Cloud
B-to-B Sales Cloud
Service Cloud
Analytics
Data Sources Salesforce Data Other Data
Use Case DeploymentPackaged Custom
• Einstein Apps for
Salesforce Clouds
• MyEinstein (Sales Cloud
and Prediction Builder)
• Einstein Analytics
Platform
• Einstein Discovery
• Einstein Vision and Language
• Unique models, scores, and
attributes developed by your team
• Delivered via APIs, Heroku PaaS
ML Services, SI Partners
Recalling Connections 2018:
Analytics in the Service of Superior Customer Experience

Your
Consumer’s
Journey Consideration
Browse / Buy Service / Referral
Inside / Out View of Analytics Powering Customer Experience
Your
Goals
Stimulate Demand Fulfill Demand
Retain and Grow
Relationships
Improve Content Relevance,
Marketing & Advertising ROI, Brand
Value
Improve Sales, Margin, Category
Growth, Market Share, Channel and
Promotional Performance
Maximize Customer Satisfaction,
Loyalty, Referral
A Cyclical, Non-Linear Journey
Metrics
1. How do analytics support this process in your company?
2. What use cases are in place? Could you improve?
3. Do you know how Salesforce can help?

Your
Consumer’s
Out of the Box (OOB) Use Cases
Your
Goals
Retain and Grow
Relationships
Value
Loyalty, Referral
OOB
Salesforce
Cloud
Analytic Use
Cases
Metrics
Email Engagement Segmentation
Email, Web & E-Commerce Product Recommendations
Advertising Audience Insights
Social Influencer Insights, Social Vision, Propensity to Escalate to Social
Predictive Assortment
Product Discovery
Customer Self Service
Predictive Case Context
Impact
on CX

Out-of-the-Box Analytics Use Case Summary
CG Use Case Capability Cloud Main Stakeholder/s Business Outcomes
Advertising Audience
Insights
DMP Journey Insights Marketing Media Leader and/or Agency Improve media spend return via lookalike audience targeting and engagement (both anonymous and
known) based on unified view of prospects and customers across channels and devices.
Customer Self Service Einstein Bots Service Customer Service, Support,
Care, Consumer Affairs Leader
Easily build, train, and deploy custom bots to serve more customers, more quickly, and improve case
resolution times, agent productivity and customer satisfaction.
Email Engagement
Segmentation
Engagement Scoring Marketing Digital Marketing Leader Predict whether customers are likely to engage with, convert, or churn from your marketing campaigns so
that you can optimize audience planning and increase opt in relationship conversion, and campaign ROI.
Influencer Insights Einstein Influencer
Insights
Marketing Social Media Leader and/or
Agency
Predict which followers on social media are the most influential for your brand or products so you can
engage and turn them into evangelists.
Predictive Assortment Predictive Sort Commerce E-Commerce or Digital
Marketing Leader
For D-to-C channels, predict and present the most relevant product assortments to customers to improve
CX relevancy and sales.
Predictive Case Context Case Classification Service Customer Service, Support,
Predict the context of a case in advance so that agents can suggest the right solution to customers more
quickly and improve customer satisfaction.
Product Discovery Search Commerce E-Commerce or Digital
Marketing Leader
For D-to-C channels, predict the search terms that need to be added to ensure that shoppers always see
the most relevant results onsite, convert more often, and return more frequently as a result.
Product
Recommendations for
Email, Web and E-
Commerce
Einstein Marketing Cloud
Recommendations and
Commerce Cloud
Recommendations
Marketing and
Commerce
Digital Marketing, E-
Commerce, Merchandising
Leader
For D-to-C channels, improve conversion and sales by using customer interaction and purchase history
along with like-customer behavioral data to recommend next most likely product to customers across email,
website and e-commerce channels.
Propensity to Escalate
to Social
Social Studio Service Customer Service, Support,
Predict the likelihood of a customer escalating a case to social media, so that you can pre-empt that
decision with proactive support and mitigate potential viral consequences.
Social Vision Einstein Vision for Social
Studio
Marketing Social Media Leader and/or
Agency
Detect images in social media channels to identify customers and manage brand perception.
Review Later

Your
Consumer’s
Use Cases Developed by Administrators and Analysts
Your
Goals
Retain and Grow
Relationships
Value
Loyalty, Referral
Use Cases
Supported by
Analytics
Studio /
Einstein
Discovery
Metrics
Data Sources Salesforce Cloud Data Other Data
Lifetime Value Segmentation
Churn Risk
Up / Cross Sell
Predictive Next Incident
Social Sentiment or Language
Impact
on CX

Admin or Analyst Created Analytics Use Case Summary
Churn Risk Analytics Studio / Einstein
Discovery + Next Best
Action
Service Customer Service, Support,
For D-to C channels, predict the likelihood of a customer leaving so that you can intervene and improve
retention.
Lifetime Value
Segmentation
Analytics Studio / Einstein
Discovery
Sales, Service,
Marketing,
Commerce
CX leaders across the
customer journey
For D-to-C channels, if managing your consumer records in Sales or Service Cloud, quickly derive moving
lifetime value calculations for your customers to deliver a CX that maintains, improves and grows this cohort
of high value customer relationships.
Predictive Next Incident Analytics Studio / Einstein
Discovery
Predict the likelihood of a customer experiencing an incident so that you can deliver proactive service to
improve customer satisfaction.
Social Language and
Sentiment
Einstein Platform Services Service Social Media Leader and/or
Agency
Use natural language processing to identify positive, negative, or neutral sentiments in social posts to
prioritize brand responses.
Up and Cross Sell Analytics Studio / Einstein
Discovery + Next Best
Action
For D-to-C channels, predict the likelihood of a customer or prospect purchasing a particular product, so
that during customer service interactions, agents are able to position new products and services inline with
customer acquisition and retention strategy.
+ Many more…(now with Tableau too!)
Review Later

Your
Consumer’s
Custom Use Cases Developed by Data Science or Partners
Your
Goals
Retain and Grow
Relationships
Value
Maximize Consumer Satisfaction,
Loyalty, Referral
Example
Custom Use
Cases
Metrics
Data Sources Salesforce Cloud Data Other Data
Integration, Data and
Analytic Options
Mulesoft
Unique models, scores, and attributes
developed by your team or partners
Datorama Heroku PaaSEinstein Analytics
Digital Field Service (IoT)
Demand Forecasting / OSA
Promotion and Pricing Effectiveness
Product Quality and Yield
Impact
on CX
Tableau

Data Science or Services Partner Created
Analytics Use Case Summary
Demand Forecasting /
On Shelf Availability
Mulesoft, Analytics Studio
/ Einstein Discovery,
Vision + potentially
custom work via Python,
R or using ML libraries +
TABLEAU
Sales + Heroku
PaaS and other
data sources
Sales Leadership, Demand
Planning
Minimize out of stock conditions with insights that leverage data across the demand chain, including orders,
shipments, point of sale, loyalty, digital marketing, pricing, social media, weather and others.
Digital Field Service
(IoT)
TABLEAU
IoT Cloud,
Service +
Heroku PaaS
and other data
sources
Customer Service / Field
Maintenance Leaders
Leverage data generated by sensors and machines in the field, such as refrigeration, transportation, and
vending to identify and resolve issues, proactively schedule maintenance before breakdown while
minimizing service costs, maximizing uptime and ensuring customer satisfaction.
Product Quality and
Yield (IoT)
TABLEAU
IoT Cloud, Sales
and Service +
Heroku PaaS
and other data
sources
Sales, Production and Quality
Leaders
Ensure quality, and maximize yield and machine uptime, through the analysis of sensor, video, and other
data sources such as satellite. Proactively monitor conditions and identify when intervention is merited to
improve outcomes (especially helpful for agribusiness).
Promotion and Pricing
Effectiveness
/ Einstein Discovery +
potentially custom work
via Python, R or using ML
libraries + TABLEAU
Sales + Heroku
PaaS and other
data sources
Channel Partner Sales, Trade
Promotion and Shopper
Marketing Leaders
If managing customer (retail) Point of Sale and promotional data in Sales Cloud or also using Heroku PaaS
for high volume data management, leverage the power of AI to analyze and predict promotions that yield
the highest margin and volume. Leverage D-to-C and PII marketing data, social channel, weather,
economic and other sources to test and improve results with retail partners.
+ Many more…
Review Later

Your
Consumer’s
Your
Goals
Retain and Grow
Relationships
Value
Loyalty, Referral
Metrics
B-to-B-to-C Analytics at Work in Consumer Goods
1.Develop Engagement and Social segmentation on digital consumer PII using data across the
journey to inform advertising audience selection – for Brand Management, Media and Agencies

Your
Consumer’s
Your
Goals
Retain and Grow
Relationships
Value
Loyalty, Referral
Metrics
2.Align media and digital marketing with trade promotion spend to focus on acquiring and retaining more highly
engaged consumers to support shopper marketing – for Trade, Sales and Shopper Marketing Leaders

Your
Consumer’s
Your
Goals
Retain and Grow
Relationships
Value
Loyalty, Referral
Metrics
3.Ensure coordination among Marketing, Trade Promotion and
Supply Chain to reduce OOS – for Supply Chain Leaders

Your
Consumer’s
Your
Goals
Retain and Grow
Relationships
Value
Loyalty, Referral
Metrics
Consumer
Insights
Data Sources
Salesforce Cloud Data Other Data
Integration, Data and
Analytic Options
Unique models, scores, and attributes
developed by your team or partners
Heroku PaaSEinstein Analytics MulesoftDatoramaTableau

Expected Business Improvement
Source: McKinsey Advanced Analytics

Your
Consumer’s
Homework
Your
Goals
Retain and Grow
Relationships
Value
Loyalty, Referral
Metrics
Use Cases
Owners
Related Systems
Current Results
To request, email gbassett@salesforce.com

Raise your Company's Analytics IQ with Salesforce Einstein

Raise your Company's Analytics IQ with Salesforce Einstein

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