[00:00:00] Hello and welcome to another X-Force data summit presentation. They were going to talk about Einstein analytics. And the expert presenting on Einstein Analytics today is Sachin Aurora. His title is principal solutions architect. He works for a company called Cloud Analogy Cloud Analogy is an international consultancy.
[00:00:40] They're a Salesforce silver partner. And Sachin is going to tell us the basics of Einstein analytics and why you might or might not want to use it. without further ado, here's Sachin.
Thank you, Leonard. Thanks a lot for the introduction. Hello everyone. Thanks a lot for joining this conference.
[00:01:00] Today I will be talking about Einstein Analytics for every business. You can reach out to me. I'm present on LinkedIn and my email address is also present on the screen. Before getting started, let me quickly give my background. My name is Sachin Arora and I'm Principal Solution Architect at Cloud Analogy.
I'm the expert in CRM, in CRM setup and CRM development, and I'm Salesforce certified series four certified. Other than Salesforce, I hold the certificates off Oracle. I'm a Java certified professional, and recently I got a Dell Boomi certified. As well as I'm a Scrum certified master. And am specialized particularly in insurance, finance, and real estate.
And with Salesforce, I specialize in all the products, whether it's a sales cloud, whether it's a service cloud, whether it's communities. a. they start com. I have a knowledge of almost every product across Salesforce. that's all about myself. And you can reach out to me on LinkedIn or Twitter and you can find the details on the screen.
And I also have a website, sachinsf.com.
[00:02:25] Let's move ahead with the agenda of today's webinar. I will be talking about an analytics overview, like what is analytics and what is Salesforce data analytics, and how Salesforce analytics is present in different clouds of Salesforce.
Then we'll see a short demo. We’ll conclude with a question and answer session. Let's get started with this.
[00:03:00] The first question is, “Why is analytics so important?” Everyone might be thinking, everyone is talking about analytics nowadays, but the question is why it is so important, why we are doing so much analytics and why it is required to answer that question.
[00:03:23] The answer to this question is simple, we have so much data nowadays, every second there is 50,000 GB of data being produced. And 70% of that data is from your customers. The first lesson to learn is data exclusion. There's so much data around that is a reason that you want the analytics wall.
[00:03:51] That is the main reason. You need to identify what your customer wants. What data is being utilized by your customer. All the data is being utilized by your customer so that you can make predictions so that you can stay customer-focused. That is one of the most important reasons why analytics is required.
[00:04:14] The second reason why analytics is required is because there is such a large gap between how much customer data is present and how much data has already been analyzed. almost 99% of your data is not analyzed; 99% of your customer data is not analyzed at all. Only 1% of data is analyzed. That is the reason why analytics is required.
[00:04:43] That is the second most important reason. Because the customer is producing a lot of data and manual integration of your data is not possible. That's why analytics is most important here. That is a second reason why analytics is required. In today's world, we have the intelligent experience, which can, after analyzing your data, provide you the best results.
[00:05:19] It provides you the actionable item so that you can stay focused on your customer. that you can remain outcome-focused and you get the outcome you want. You should have that intelligent experience. That's why analytics is so important, you get the complete descriptive knowledge around your customer into your system.
[00:05:44] Your program should be intelligent enough to provide your best recommendations for your customer. That's why analytics is required. And that is where Salesforce and Einstein analytics have done their job. What they do is they collect data from different outcomes. They have connected data sources.
[00:06:06] You can bring the data from any source. They have an interactive view, it’s already there. Salesforce and Einstein analytics makes the complete AI-driven analytics platform. They have the intelligence and experience that can help your salespeople increase your sales that can help your customer experience, improve your customer experience so that you can remain more focused on your customer outcomes.
[00:06:37] And you can predict your business outcomes. Salesforce, by saying analytics helps you share your insights of your business -- nothing is being clicked, you can configure your cloud -- everything is there. And that's what we are going to talk about today. Like how Salesforce and Einstein analytics is present in different clouds.
[00:07:03] And it's all there on the back end. You just need to configure according to what cloud you are using and how you're utilizing it. And we'll talk about how it's useful in different clouds. Salesforce Einstein Analytics has done everything, whether it's sales cloud, whether it's service cloud, whether it's community cloud, whether it's marketing cloud.
[00:07:24] What Salesforce has done is create a layer of Einstein analytics between the main database and between your cloud. It is embedded everywhere and, like AI-driven platform, they are having everything related to whatever cloud we are using so that you can find or you can utilize your different clouds with your best recommendations.
[00:08:03] Let's talk about different clouds, how Salesforce Einstein is present. Salesforce Einstein is present in Sales Cloud, in Community Cloud, in Service Cloud, App Cloud, Commerce Cloud, and Marketing Cloud; so any cloud. Salesforce recently launched the Manufacturing Cloud and the Health Cloud.
These are the recent clouds that Salesforce has introduced. The cool thing is Salesforce has maintained a layer of Einstein Analytics where whether they are scaling the clouds, whether they're introducing new clouds, the Einstein will be present and it will be providing you the best actions and recommendations according to your cloud.
[00:08:54] if it's a Sales cloud, it will be present around lead capturing opportunities and activities. All the objects are all the things related to your sales goals. Who makes a service cloud? It will be around cases. We’ll talk in more detail further in the slides. let's go to the next.
[00:09:15] Let's talk about Sales Cloud. Before I go into Sales Cloud Einstein, let’s go over what Salesforce is. It’s capturing a lead, converting the lead to an opportunity, creating an account, and tracking the activities of your salesperson.
Sales Cloud is more, it's all related to lead account opportunities, activities and orders, and all those things. How can Sales Cloud Einstein help you in that is they have Einstein lead scoring. Einstein Lead Scoring helps you focus on the highest value leads. depending upon how your lead is [00:10:00] responding.
[00:10:11] Let's suppose you have run a campaign and from a campaign, you got a lead into your Salesforce. How your customers are viewing your campaigns on the email they are doing, how many times they have viewed your email, whether they have clicked on any links. all those things have been preserved.
[00:10:30] All those things have been implemented in Salesforce lead scoring. Salesforce lead scoring is according to the actual that your customers are taking. The lead has been scored, and the activities your customers are doing., the lead is given a score according to that. And we'll talk about more details in the next slide.
Lead scoring is, how your lead is, doing an action on that. It provides the score in that lead and gives you the lead according to that score so that we can focus on those leads, which are more important rather than focusing on those which are not more important or which are not interacting with your campaigns or the emails that you're sending out.
Lead scoring is all about that. Similarly, in opportunity, I say opportunity insights is how are your opportunities getting closed? The activities around opportunities, what activities are performed, so it helps you forecast
[00:11:42] the results of a conversion to an opportunity to a closed one so that you can stay focused. It provides you with information like is the phone number valid. on the right side of my screen, you can see Einstein is providing info about whether the phone number is valid, the role of a person with whom you are talking, is it a director or not.
[00:12:09] According to the data that is present over the cloud that is present on different sources. Einstein captures as much data as possible about your opportunity so that you can stay focused. It helps you predict that on the basis of the previous data as well. I’m talking about Einstein Opportunity Insights. It can help you on the basis of the previous, products that this opportunity, similar opportunity with related to this domain or related to this designation;
It helps you provide insights that can help identify the probability of conversion for this opportunity according to the activities on that opportunity. it's all there and on Einstein opportunity insights to provide the insights of that opportunity so your forecast risk is reduced automatically and you get the best forecast for what you are expecting.
[00:13:18] Let's talk about Einstein Account Insights. You can discover how your business is impacting your customers. It gives you details about these accounts, like how your account is performing and how your customers are being impacted according to the business.
Einstein Activity Capture provides updates on the basis of activity that has been captured. I've given you the example of the email. How are your customers performing, how many times have they opened the email, how many links have they clicked on, which links they have clicked on.
[00:14:32] You get all those details of the data and the recommendations. Einstein Analytics does that job. It analyzes the data, it analyzes your activity so that you can focus more time on selling, rather than focusing on analyzing your data yourself, like how many times your customers are opening and all those things.
You can focus more on your customers and more on your selling. as I mentioned previously about lead scoring, so how does the lead scoring in Salesforce Einstein Analytics analytics work? According to the different actions that your customers or your lead is doing,
[00:15:31] it has provided a score. For example, you have run the campaign. if your campaign is running and depending upon the links in the campaign, you have a page previews, you have a site search, you have a downloads, you have email actions, you have a webinar, okay? that lead that you have in your system,
How many times they have reviewed the page that is present in your email campaign, how many times have they searched through your site? How many times did they download from a link? According to the different actions of the lead, it has provided a score. if someone is viewing a page, it adds 25 points.
And if someone is searching through your site and exploring more information on the link that you have sent in the campaign,
[00:16:37] it adds more points because this means that if someone is exploring more of that site, it simply means they are more interested in knowing your product. that data is more important as compared to someone who has gone and just simply downloaded that or some simply preview that. That's how the lead scoring in Salesforce works.
Similarly, if someone is reading your webinars that you have sent out on the campaign, and they are learning more about your product, that means that lead is more important. that's why the lead score is increased by plus 45 so that's how lead scoring in sales scores is implemented so that you can focus more
[00:17:32] on your most important leads, those that are more interested, rather than going into the leads, which might not have opened the email, or clicked on a link or searched through your site.
And that is a high chance of conversion. That's how Sales Cloud lead scoring in Sales Cloud Einstein Next comes service. Nowadays, everyone has less time and if you are not able to provide good service . . .
[00:18:19] Like asking customers the same questions even if you have all the customer’s data already. Let's say I call and I want to know about my data plans. When I make that call, if my network provider does not have enough information about me and they ask me questions like,
“Who am I speaking to?” or “Can I put you on hold so I can get your information” or “Can I get your information” instead of saying “How can I help you today?” This has improved. When we call a call center today, you don’t talk to a person to ask those questions, you select options from a menu, “Do you want to talk about your data plan.”
Beforehand, they try to get as much information as they can and then they pass that to the specialist.
[00:19:16] This provides a better customer experience because when the specialists pick up their phone, they can directly tell me about the plans that are available. I get the best experience rather than me asking the question and me getting frustrated.
[00:20:17] Providing the best service is very much [important?]. If we don't analyze the data that is already present every year in the clouds. If they don't analyze they might miss that I’m interested in getting the sports services that’s in my data. They can analyze how I’m interacting with their plans over the past five years. If they don't have that, I may not get the best experience. But if they analyze my data properly, they will be able to give the best service. And I do not have to make a call every day. In Salesforce we have Service Cloud Einstein which helps your customers to get the best services.
[00:21:15] And how that is present is there is Einstein Case Classification, Einstein Recommended Macros, and Einstein Omni-Channel Routing & Supervisor. That means that since service cloud is all about the cases, handling your case or any problem your customers are getting.
[00:21:40] They are raising a case. They are trying to get help. automatically the case can be classified so that it goes to the right department. The previous example that I gave, so it was all about raising a case that I want a data plan. In Salesforce what happens is if I want the support and Einstein Case Classification will be assigning my case to that particular department or a team so that my specialist can get me the answer and resolve the case faster. Einstein Classification basically assigns stuff. It assigns the right case to the right resource (the right specialist)
[00:22:41] so issues are resolved fast and customers get the best service. Similarly, Einstein Recommended Macros, macros are just automated actions, you click on the button, you automate the email that will be sent or the macros on the predefined actions, whatever you want to do. Einstein Recommended Macros will recommend the best macro or classification related to previous actions and your case so that you
[00:23:36] can focus more on customer issues and increase sales productivity. For example, my agents . . . you need to send the email, like automated emails to your customer, like we are working on your case and we are trying to resolve it as soon as possible.
Recommended macros will recommend the macros according to the case or the time it's taking. Similarly, it's routing the case to the right agent so that it can be made in real-time with a full operational view. That’s how Service Cloud Einstein is present.so that you can provide the best service to your customers.
[00:24:39] Let's move on to the Marketing Cloud Einstein. Marketing is getting smarter with Einstein. How? You can get the predictive scoring. You can get the predictive recommendation. You can have same time optimization. Let me explain this with an example. What happens on Amazon is when you try to search for particular items, for example, I'm looking for a phone.
[00:25:26] I want to buy a phone. I search on Amazon. What happens is next time I use Google for something else and I start getting the recommendations right on the [00:25:00] Facebook. Let's suppose I'm running a Facebook ad, I'm on Facebook, you start seeing the phone recommendations.
Or vice versa. On your Facebook, on social platforms, you can get those insights about how your customers are interacting on the social platform. For example, I post something on social platforms like, on this day, I will be buying a smartphone, and I start getting recommendations. That is how marketing is getting smarter. On the marketing cloud, what happens is it provides you the recommendation according to how your customers are interacting. The example that I gave for Amazon.
[00:26:46] It analyzes your data. And accordingly, it starts giving the ad on the social platform, on the social insights. It predicts your customer behavior and gives you a score according to that. I am associated with insurance domain and I want to buy a policy,
How predictive scoring works is it will, if Igo to any website, for example, we have a policy in India that provides different types of insurance, that are available from different companies. if I try searching out for health insurance. What happens in their database, they will score me as interested in health insurance.
[00:27:56] They will provide me with a score because I have searched on that. they add me as a lead on that tool and they start marketing on that basis. that data has been utilized by different platforms so that predictive scoring can be done. There is a high chance of conversion of this type of lead because they have searched on that website on policy.
They provide predictive scoring, and it provides you predictive recommendations. that is a high chance of conversion. And similarly, the example I gave you about the social platform. How your customers are interacting with the social platform we provide and marketing in a smarter way.
And in the similar way, Salesforce does. Salesforce marketing is nothing like depending upon your customer behavior, it does a predictive score. It does the predictive recommendation, and it provides you the best marketing experience with your customer.
[00:29:03] Now let's talk about the App Cloud Einstein.
When developing an app on the app exchange is not a small task. It takes you time to build an app. It is a very challenging task in itself, but if we want to embed Einstein into that app, it's very easy because everything is already embedded on that experience.
[00:29:38] In app cloud, Einstein is already present. you just need to drag and drop the AI into your Lightning or your Force.com app. Because as I mentioned initially, it's like a layer between the cloud, between your database and whatever cloud we are using. there are reusable components that are present, that are AI, built already, which helps you embed those features
[00:30:12] into your app cloud so that you can use the app cloud Einstein, and you can embed that intelligence in every app that you build with Einstein. That is what app cloud is all about. building an app is challenging, but building an app with Einstein or bringing Einstein into the app is very easy because you just need to drag and drop your AI components into your Lightning or your force.com apps.
[00:30:41] I mean, other than not only that thing, you can also get the PredictionIO Heroku integration. You can get the Predictive Vision Services. that app is not a simple app. app cloud is all about like when you're building a solution on the app exchange, you can utilize the app flow, embed that AI experience into your app, whether it's Sales Cloud, whether it's Service Cloud, or whether your app is related to Marketing Cloud.
With app cloud you can reuse the existing components off of Einstein into your app Cloud Einstein.
[00:31:25] Commerce Cloud Einstein, like the Amazon example, is predicting the behavior of your customers. you get the Einstein Product Recommendations and we get the Einstein Commerce Insight.
You get Einstein Predictive Sort. We have B2B and B2C Commerce Cloud Einstein. What happens is, according to your customer's behavior, if I am related to the insurance domain already. I'm interested in buying the policy or the products that are related to the policy.
[00:32:14] how Einstein Commerce Cloud helps is you get the products related to your domain. Then the second step is you get the product or bundle or the predictive sorting according to your previous behavior. if I have bought health insurance, for my customers or for my company, so if I'm a returning customer, there won't be a very high chance.
Like if I'm returning after a year. On a Commerce Cloud site, it will help people; I might be interested in renewing that insurance for my company. for health insurance, there’s a very high chance that I'm interested in renewing that health insurance for my employees. That's how Einstein Commerce Cloud helps.
[00:33:16] It helps you predict the behavior and it helps you predict the products that your customer might be interested in so that you can focus on upselling or selling customers more on the products that they are interested in. Rather than trying to find the pusher, you will get one step ahead from your customers if you start analyzing the data.
[00:33:46] Rather than you doing manually Einstein Commerce Cloud can help you get the products, predictions of the products that your customers might be interested in by utilizing Einstein Product Recommendations according to the customer activity, by giving you commerce insights; like what previous products that they have bought.
[00:34:11] They are mostly doing the transactions and it starts the product according to which are highly likely to be bought or renewed by your customers. That's how Einstein Commerce works.
[00:34:24] Next, let's talk about Community Cloud Einstein. Community is related to the customers like a portal which is related to your customers,
Customers are interacting with your company. Community is especially for your customers or your partners. How Salesforce has brought Community Cloud Einstein is it provides Einstein recommendation, so that customers can serve themselves. Here’s an example.
I have different customers and one of my customers is interested in buying product A and they want to . . . and let’s say I’m an electronics company and I’m selling washing machines.
[00:35:37] And my customer has bought washing machine A. Since my customer has bought washing machine A, since I have that data in my system already in my client. How Community Cloud Einstein helps is it will provide all the videos. It will provide the links automatically with a recommendation “here are the demo videos of how you can utilize your washing machine.” On the customer community side, my customer will start getting the Einstein recommendation or the feed insights or to the experts, like who are the experts to connect to about that washing machine,
If I'm to search, “how does this washing machine work?”, my results that are appearing will appear according to the products that my customers have. That's how Community Cloud Einstein works. It provides recommendations, it provides feed insight, it provides search according to what my customer is related to. It helps my customers to connect to the experts who are related to that washing machine product.
[00:37:08] Rather than they are connected to the microwave team or any other product team. so they get expert recommendations or connections to experts who can actually help them. That's how we are bringing the intelligent experience on the Community Cloud. Salesforce has Community Cloud Einstein, which brings that intelligent experience to your customer so that they can connect to the right expert or they get the right recommendations according to the product they are related to.
That’s how Community Cloud Einstein is implemented. That’s all the clouds Salesforce has implemented and their different features.
[00:37:47] Let's talk about a demo quickly and like how you can get a trial of this. On my screen, you can see a link which can help you analyze or get an idea how Salesforce, you can get a 30 day trial of this where you can utilize the feature, how Salesforce has implemented in different clouds, all of these features.
[00:38:35] This is the analytics studio of, and this is about my sales team. Okay. so different. I have different sales team members and you can see how many calls they are taking, how many replies, like, it's that activity, details of my complete wait stream, like how many emails have been replied to and how many high priority emails are there or normal rate.
How many activities are overdue. How many events are present. And I can filter that according to activity or If I want to see a specific person’s activity details and I can get all the results. There are 17 events this week, complete fiber OPA, and, not only this, I can get all the activities and I can filter that on different account levels.
[00:39:44] If I want to see activity on a particular account, I can get an idea on that. This is very powerful, which can give you a good overview of what's happening, and the analytics studio helps to give what's happening inside the sales force, in different activities on whatever cloud we are using.
[00:40:16] Whether it's related to how many cases have been closed. You can create your own, dashboards, your own reports, and you can get an overview of that. And you can have filters created, and according to that, what, activities have been done, I can get the details also below.
This is very powerful and I can save that and I can subscribe to that so that I can get moving patients on this man. Okay, so just go ahead. You will see this form opening up. Once you click on this link and you can fill up that form and you can start utilizing yourself. Like how does that, have forms or how Salesforce is doing, utilizing or showing you in different clouds.
[00:41:13] The question arises, what are the best business reasons that you should implement the Salesforce Einstein analytics? Now you are aware of features of different clouds. What are the reasons? We know we have all this, we just have different cloud service cloud, whether it's a marketing cloud, whatever cloud we are using, you know, like there are certain features of but the question is why should you implement this in your business.
[00:41:51] The very first reason is you get the complete customer view. you get the complete customer picture. How your customers are interacting with your products, or whether it's activities, whether it's a new lead. you get the complete customer view; the complete 360 view. I can say. The second most important reason is you get the recommendations and you get the best
[00:42:20] interactive actions. not only the recommendations you gave, but you also get the best actions that you can perform from Salesforce and send anything. It also provides you the best-recommended actions you should be doing. So that it tells your customer and you focus more on your business, rather than focusing on solving the issues.
[00:42:47] Third most important reason is, you get the interactive dashboards and the reports not only internally, but using the external data as well. You can connect with your external data by importing that external data into the Salesforce. And you can get the interactive dashboards and the reports using Salesforce Einstein Analytics.
[00:43:16] And the most important reason is you get the beautiful and the mobile application software. Not only on the next version, and you get [garbled] Y applications embedded with [??] Salesforce One is already present. And you can use that mobile application, which is, having Salesforce Einstein Analytics.
As I mentioned since Salesforce Einstein Analytics is a layer. This layer is present, whether you are working on the desktop version or browser or whether you are utilizing the Einstein web app, you will get Einstein Analytics on your mobile as well. These are the most important reasons why you should implement Salesforce Einstein Analytics.
[00:44:10] Let us quickly see a short Salesforce Analytics Overview video.
Well, your customers are generating more data than ever before. What if you could transform the way your company collects, analyzes, and distributes these critical business data, taking your CRM, ERP, and other silos of data. And unifying it into a single view so you could begin to have conversations that improve your customer's entire experience.
Salesforce analytics cloud revolutionizes the way you understand and refine use strategies around your business. Finally, sales service marketing, even back-office [garbled] need to log IT requests. Ask the right questions. The new opportunities, the new sales channels are performing best product [garbled]. The pipeline is awesome. This is a related [garbled] case history product design. [garbled] Now use this personalized service analytics. [garbled] Okay. it’s powered by a new innovative technology, and since it's built on the Salesforce one platform, it's cloud-scale, trusted mobile, often running, and it [garbled] has never been easier. Drive those companies with the Salesforce analytics cloud.
[00:46:20] Okay. just got concluding Salesforce Einstein Analytics. That video was also stating how it has been embedded into different clouds and a sovereign, powerful like you can utilize our invited devices. You can move when you can on the marketing branch. You can see and it can help your performance of your sales team, with seamless and actionable data insights.
And it can help you make smart decisions. Salesforce delivers the personalized personal experience, you connect more with your customers, and it helps your business to engage more with your customers. And you can stay focused so that your customers get the most out of your product.
You get the most out of your CRM and help you make the best decisions. That's all about Salesforce Einstein Analytics.
Moderator: Thank you, Sachin, I had a couple of questions that I think a lot of people have about Salesforce Analytics and how it fits into the rest of Salesforce.
[00:47:50] The first one is, as you know, Salesforce acquired Tableau. And it seems like Salesforce Analytics is more focused towards the, you know, basically, the sales cloud and Tableau can pretty much analyze, you know, based on data that is stored in a lot of other places. How do you think those two are gonna play together as time goes by?
[00:48:15] Arora: Tableau was specifically only for reporting or getting the complex reports out of your data. Salesforce Analytics, as I understand, is more about, it's also related to data and getting the most out of your data and getting not only the data, it also provides you the best-recommended action. That is the first thing. Second, since Salesforce has bought Tableau already, so what they are wanting to do is they are going to combine the features or like the best features of Tableau develop out of the students for not only get the reports, not only get the best reports out of that, but you also get the recommended actions. And that is going to be very powerful. It's like they specialize in a particular thing, which is a reporting feature, which helps you provide the reports.
But Salesforce Einstein is more about, as the word suggests, smart actions, best-recommended actions since they have bought that it's going to be a very powerful thing that they are going to be.
[00:49:30] Q: So with sales cloud or any cloud that you have, sometimes you have data from outside that you want to bring in and including your analytics. Is that possible with Einstein Analytics?
Arora: Yes. In Analytic Studio, there is an option where you can bring your data and, I'm not a hundred percent sure, but that is like how I have seen. Like you can bring your data, and it's not only like you can enlist your data within your org, but you can import different data sources and you can get a little bit of [garbled] data sources. There is a possibility in analytics cloud.
Moderator: Great. Well, thank you so much for introducing us to Salesforce Einstein Analytics and covering each of the [00:49:00] different clouds and how Einstein works there. Appreciate your, appreciate your time, appreciate you participating in our conference. And, we will definitely, be posting your presentation along with the video so that others can see it and go through it.