Sales Cloud Einstein

1. Sales Cloud Einstein
AI for CRM #1
Obidjon K., Solutions Engineer, leocordius@gmail.com
2020. 02

2. whoami
Obidjon Komiljonov 오비드존
Solutions Engineer, i2max
obidjon@i2max.co.kr
• Enterprise Application Developer: 2+ years
• Data Science & AI: 2+ years
• 3 registered software [Snow Melting project]
• Promotion automation via Einstein Vision
• Salesforce Engineer: 1+ years

3. Agenda
• Briefly about AI
• How Does Einstein Actually Work?
• Salesforce Einstein Overview
• Sales Cloud Einstein
• Demo
• Q&A

4. Briefly about AI

5. Let’s look to Google Trends
What is AI?

6. Let’s look to Google Trends
What is AI?

7. In reality…
What is AI?

8. We can buy an AI to solve our problem!
Myth 1

9. AI is like human intelligence!
Myth 2
© Forbes

10. AI learns on its own!
Myth 3
© Dimensionless | Data Science Courses

11. What is actually AI?
State of AI
Hardware Data ML Frameworks

12. What is actually AI?
State of AI

13. What we can get via AI?
State of AI
© Towards Data Science

14. How Does Actually Einstein Work?

15. Machine Learning
Natural Language Processing
Deep Learning
Learn
Real time data from Salesforce, IoT,
Social, Email, and Calendar
Capture
In context, where you work
Predict
Capture feedback and train the model
with even better data
Improve

16. Classical
Approach
Data Sampling
Feature
Selection
Model
Selection
Score
Calibration
Integrate to
Application
Artificial
Intelligence
Wasted Time
Dedicated Resource
Specialized Teams
(Data Scientists • App Developers • UX)
The Classical Approach to AI
Process to build one model

17. The Three Ingredients That Make Einstein Unique
• • • • •
• • • • •
METADATA AUTOMATIC LEARNING PLATFORM
Salesforce data model
Customized for each business
Enabled for auto-feature engineering
Automatic model building
Customer-specific model selection
Integrated model management
Built into CRM
Extensible outcomes
Continuous improvement

18. Customer Org 1
Customer Org 2
Customer Org 3
Lead Object
Contact Object
Custom Object
Standard Fields
Custom Fields
Lead Object
Contact Object
Custom Object
Standard Fields
Custom Fields
Lead Object
Contact Object
Custom Object
Standard Fields
Custom Fields
Our Metadata Platform Enables Constant Innovation
Salesforce ships three releases a year without breaking your customizations
Metadata makes it fast and easy to
customize Salesforce
Multi-tenancy ensures every customer’s
data is private and secure
Metadata and multi-tenancy together
enable constant innovation

19. AUTO
Feature
Generation
AUTO
Feature
Selection
AUTO
Model
Selection
AUTO
Score
Calibration
Automatic ML
(no human intervention required)
Einstein Leverages Metadata to Deliver Custom AI
Uses AI to automatically build AI for each customer org
Auto-ML AI for CRM

20. Einstein Automatically Enriches Salesforce Metadata
Data Flattened Data Enriched Data
Trusted Environment
Network Security • Data Security • System Security
Einstein Data Lake
01011
01110
Demographics
Age
Gender
Address
Contact
Email
Phone
Web
# Clicks
# Page views
Demographics
Age
Age group
Gender
Address
Contact
Email
Valid Email
Phone
Web
# Clicks
# Page views
# Monthly
Views

21. MODEL GENERATION MODEL TESTING
Model 1
83% accuracy
Model 3
73% accuracy
Model 4
89% accuracy
…
Model 1 Model 2
Model 3 Model 4
…
Model 2
91% accuracy
CUSTOMER ORG
Einstein Tries Many Different Models for Each Org
Model selects the best data features, builds every model, and runs a model tournament
Customer Org 1
W E T W E
A A B A C
M F F M M
Y N N Y YValid Address
Email
Lead Source
Industry Group

22. Transparent explanations behind every recommendation
Einstein Delivers Insightful and Actionable Predictions
Easy to understand insights Suggested actions

23. User Feedback Brings Continuous Improvement
What feeds the Einstein models back
Clicks and purchases
Clicks on suggested content
and people
DATA
CONTEXT
LEARNING
Active feedback sent
01011
01110

24. Classical
Approach
Data Sampling
Feature
Selection
Model
Selection
Score
Calibration
Integrate to
Application
Artificial
Intelligence
Einstein
Auto-ML
Data already prepped
Models automatically built
Predictions delivered in context
AI for CRM
Metadata Powers Einstein’s New Approach to AI

25. Salesforce Einstein Overview

26. 1. Pick a use case
2. Collect & prep data
3. Build a model
4. Put results in context
Intelligence
But Hidden Complexity Holds Businesses Back 38%
of those same
companies have an AI
strategy
Source: “Reshaping Business with Artificial Intelligence” MIT Sloan Management Review & Boston Consulting Group

27. Salesforce Einstein
Artificial Intelligence for CRM
world’s
smartest
CRM
=
customer
data
+ +
analytics &
algorithms
Salesforce
Platform

28. Einstein Makes our Apps and Platform SMART
Store
Data
Make
Predictions
Analyze
Results
Take
Action
Rapidly
Automate
Trusted Cloud
myEinstein
Lightning
Einstein Analytics
Sales Cloud
Einstein
Service Cloud
Einstein
Marketing Cloud
Einstein
Community
Cloud Einstein
Commerce Cloud
Einstein
Einstein Prediction
Builder
Einstein
Discovery
Einstein Vision
& Language
CRM
data
Email, calendar,
social data
IoT, external
data
Einstein Apps

29. Einstein is Driving Customer Success
Customer Success
2B+
predictions
per day 30
features
shipped

30. myEinstein
Einstein Discovery
Einstein Image Classification
Einstein Object Detection
Einstein Sentiment
Einstein Intent
Sales Cloud Einstein
Einstein Lead Scoring
Einstein Opportunity Scoring
Einstein Opportunity Insights
Einstein Account Insights
Einstein Activity Capture
Einstein Automated Contacts
Einstein Forecasting
Einstein Recommended Connections
Commerce Cloud Einstein
Einstein Commerce Insights
Einstein Product Recommendations
Einstein Predictive Sort
Einstein Search Dictionaries
Einstein Search Recommendations
Marketing Cloud Einstein
Einstein Journey Insights (DMP)
Einstein Social Insights
Einstein Recommendations
Einstein Vision for Social Studio
Einstein Engagement Scoring
Einstein Segmentation (DMP)
Einstein Splits
Service Cloud Einstein
Einstein Bots
Einstein is Available Across All Salesforce Clouds

31. Sales Cloud Einstein

32. Where do I
stand?
Log my data
What’s most
urgent?Who should I
call?
Do I have
enough pipe?
It’s not possible to keep up
Sales Reps are Drowning in Data and Email
“Please follow-up on 74
new leads”
“Let’s connect
next week”
“When did you last
speak to this
customer?”
“Your biggest
Account is getting
acquired”
“I want to reduce
your quote by 300
units”
“I need to
reschedule” “Would you send me your top
stage 3 opportunities with
status?”
“How are you tracking
against quota?”
“Legal has some questions
about your specs”
“Update your
forecast by 1pm”
“How’s this different
than [your competitor]?”

33. Intelligent Automation Will Drive the Next Level of Productivity
The impact will be faster, more predictable sales cycles
Contact Data
Meeting Info
Call Notes
Email
Business News
CRM Data
Structured & Unstructured Data Actionable Sales Insights
New Leads
Pipeline trends and projections
Leads with highest potential
Opportunity health indicators
Actions correlated to winning deals
Forecast predictions
AI-driven
Automation

34. Pipeline
Trending
Automated Data
Capture
Lead & Opportunity
Scoring
Opportunity &
Account Insights
Whitespace &
Performance
Analysis
40+ out of the
box Sales KPIs
Sell Smarter with Sales Cloud Einstein
The #1 sales intelligence and productivity solution for Sales Cloud
Boost Win Rates with AI
Prioritize leads & opportunities most likely to convert
Discover Pipeline Trends and Take Action
Analyze sales cycle with prepackaged best practices
Maximize Time Spent Selling
Automate data capture and increase sales rep productivity
increase in win rates
30%
AVAILABLE TODAY
Email Insights
Recommended
Connections

35. Customers are Selling Smarter
30%
increase in
win rates
2.35x
higher lead
conversion with
top tier leads
vs. average
Einstein
Opportunity Insights
Einstein
Lead Scoring
Sales AnalyticsSalesforce Inbox
100%
visibility into
pipeline trends
and sales
performance
33%
increase in
time spent
selling
Einstein
Activity Capture
10x
increase in
data captured
with nearly no
effort

36. Empower sales leaders with predictive forecasts
Einstein Forecasting
Increase Forecast Accuracy
Track every opportunity change and characteristic to
calculate accurate forecast numbers
Gain Insight to Forecast Factors
Surface information from opportunities to understand
sales predictions
Forecast from Anywhere
Mobile analytics enables sales managers to stay on
top of individual and team performance
New Summer ‘18

37. How Einstein Forecasting Works
All Opportunity
object fields
Record changes
(eg, frequency, amount)
Activities
(eg, meetings, emails)
Personas
(eg, rep tenure, title,
tendencies)
Model creation and tournaments take place once a month
New predictions are created six times a day
* First model creation cycle takes up to 24 hours
Revenue predictions at team level
Confidence range
Waterfall breakdown
Top factors
Automated
Tournament of Models
Holt-Winters & Monte-Carlo
Forecast Categories Linear
Regression
Gradient Boosting Opportunity
Features
Bottom-Up Opportunity
Predictions
Most accurate model for
each sales team
automatically applied

38. Einstein Lead Scoring
Convert more leads faster
Prioritized Lead Lists
Prioritize the best leads quickly
Smart Workflows
Assign tasks based on predictive lead score easily
Lead Score Dashboard and Reports
Measure performance by predictive lead score
Availability in Classic
Increase sales productivity today
higher
conversion
rates
2.35x

39. How Einstein Lead Scoring Works
6 months of
lead data
Standard &
custom fields
Build the model
monthly
Score & re-score leads
hourly
J.D. Harrison
Waller Corporation
Scoring equation
conversion probability = f{lead fields}
Deliver predictive
scores

40. Einstein Opportunity Scoring
Focus on the right deals, every time
Prioritized Opportunity Lists
Gain insight into account health instantly
Score Factors at a Glance
Understand the biggest influences, both positive and negative
Smart Workflows
Assign tasks automatically based on scores
Availability in Classic
Increase sales productivity today
"Our sales team is now able to prioritize
actions based on the score of an opportunity."
- Yohann Lecornet, CTO, Zenconnect

41. How Einstein Opportunity Scoring Works
Build the model
every 10 days
Model application
4 times / day
All standard and
Custom fields in
Opportunity object
Events and Tasks
related to Opptys Oppty: 50 Units
Waller Corporation
Scoring equation
conversion probability = f{opportunity
fields}
Deliver predictive
scores

42. Einstein Lead & Opportunity Scoring Work in Classic

43. Einstein Opportunity Insights
Secure more opportunities
Opportunity Close Predictions
Keep the pulse of every deal and know which are
likely to close - or not
Smart Reminders
Ensure engagement matches frequency of deals that
previously closed
Insights in Opportunity Lists
Quickly review top insights across accounts
30%
increase in
win rates

44. How Einstein Opportunity Insights Works
6 months of
Email &
Calendar data
Standard &
custom fields
on Oppty
Build the model
weekly
Model application
4 times / day
Predictions
Key Moments
Smart follow-ups
Deliver insights
Deal Boosting

45. Types of Einstein Opportunity Insights
Key Moments
Identified from recent emails
and events related to
accounts
Smart Reminders
Automated analysis of email
and activity frequency; flags
lack of communication with
important opportunities
Automated predictions based
on recent activity and
opportunity data
Win Predictions
Example: Example: Example:
Insights:
● Competitor mentioned
● Prospect raised an issue
● Contact leaving
● Prospect re-engaged
Insights:
● No Communication
● Prospect unresponsive
● Past close date
● No future activity
● Overdue task
Insights:
● Winning unlikely
● High effort
● Deal boosting
● Deal slowing

46. Einstein Opportunity Insight Support
Insights With Einstein Activity Capture Without Einstein Activity Capture
Competitor mentioned
Contact leaving
Re-engaged opportunity
Past close date
No future activity
Overdue task
Prospect unresponsive
Winning unlikely
High effort
Deal boosting
Deal slowing
No communication

47. Stay informed and build richer relationships
Einstein Account Insights
Monitors Email and News Sources
Continually monitors for important changes with accounts
Prioritizes the Most Important News
Uses natural language processing to surface news with highest
likelihood of affecting sales
Intuitive User Experience
Alerts appear on Account records and Lightning home page
US-based news sources
>100K

48. How Einstein Account Insights Works
Data from News
6 months of
Oppty history
Build the model
weekly
Model application
4 times / day
Key business
developments
Deliver insights
Waller Corporation
is expanding

49. Types of Einstein Account Insights
Key Moments
Identified from email events related
to accounts
Key Business Insights
News-related insights from >100K US-
based news sources
Example:
Insights:
● Competitor mentioned
● No communication with account
Insights:
● Account expanding
● Leadership change
● M&A activity
Example:

50. Einstein Activity Capture
Eliminate data entry and increase sales productivity
Automatic Email and Calendar Capture
Sync every email and meeting
Permission-based Sharing
Block sensitive or private email at the Admin or sales rep level
Activity Reporting for All Users
Gain insight into sales engagement with pre-built Activity reports
No Additional Charge for 100 Lightning users
Additional seats available with Inbox or Sales Cloud Einstein
Supports Gmail and Office 365 in addition to Exchange 2013, 2016, and hybrid deployments
minutes/rep saved
every day
50
Astronomer

51. Analytics App and Activity Metrics

52. How Einstein Activity Capture Works
Email &
Calendar data
(Gmail,
Office 365,
Exchange)
Crawl user data
Surface intelligence
e.g., “View emails/events
on a Lead”
Automatic association to
Accounts, Contacts,
Leads, Opportunities

53. Never type a contact record again
Einstein Automated Contacts
Automatic Contact Identification
Scans email and event activity to find new contacts
Contact and Role Capture
Automatically captures key fields and creates new records
Flexible Contact Add Rules
Select whether new data is suggested to sales reps or
added automatically
"Einstein Automated Contacts
reduced contact creation from 2
minutes to mere seconds."
Yohann Lecornet, CTO, Zenconnect

54. How Einstein Automated Contacts Works
Email &
Calendar events
Accounts &
Contacts
(Requires
Einstein Activity
Capture)
Detect potential Contacts
& Contact Roles
Match potentials to Accounts
and opportunities every 4 hours
*first cycle will take between 4-12 hours
Deliver Suggestions or
automatically create:
New Contacts
New Contact Roles

55. DEMO

56. Q&A