What is a personalization engine?

A personalization engine is a kind of technology solution that ingests customer engagement and profile data, then — using machine learning and AI — determines relevant messages, segmentation, and content for each customer, based on their preferences and affinities. These insights can then be ingested into various marketing touchpoints to power the customer experience.

How can Salesforce help you personalize every engagement across the entire customer experience?

Personalize moments across every customer touchpoint

Website and App Personalization

Create personalized experiences with machine learning and AI. Customize everything, from webpages to in-app experiences, product recommendations, content, and more. Tailor each customer experience for driving a specific KPI, from acquisition to customer retention, using a mixture of real-time user behavior and historical customer data. Improve page personalization with machine learning, informing CTAs like banners or pop-ups. You can even target and test at the speed your customers are browsing, with personalization decisions happening in milliseconds.

AI-Driven Journey Triggers

Trigger relevant, real-time experiences that move customers along their buying journey. Use AI-driven decisions to determine the most relevant next engagement for your customers with recommendations based on real-time customer behavior, historical customer data, and business specific data sets, such as pricing and inventory. Deliver predefined experiences to your customers, such as browsing or cart abandon journeys — all while using real-time customer interactions to determine the right content, channel or offer for them.

Sales and Service Personalization

Feed real-time engagement data directly into your sales and service consoles to improve customer and prospect interactions. Empower service teams to preempt queries and provide more effective case resolutions, with faster access to a customer’s recent interactions across different business touchpoints. Enable your sales teams with more insight into an account or prospect’s purchase journey — fueling more relevant conversations and offers, using real-time knowledge of content consumed, products viewed, or time spent on your site.

Engage with real-time recommendations.

Real-Time Affinity Profiling

Use AI to synthesize in-the-moment intent data as well as data about the entire history of your relationship with you customers to identify affinities, interests, and preferences. Develop nuanced perspectives on your customers based on individual preferences and use these insights to deliver custom messaging and offers — bringing you higher conversion rates across your website, app, and other channels.

Open-Time Email Personalization

Use real-time personalization to engage your customers with relevant email campaigns. Send timely, custom messages with Open-Time Email Personalization that can optimize an email at the time of open with dynamic, changeable sections. Any aspect of the email can be personalized — including offers, product selection, and general content — all based entirely on the real-time understanding of the customer’s journey.

AI Automated Offers

Improve the relevance of every customer engagement across your website and app with Einstein Decisions. Einstein Decisions are powered by a contextual bandit algorithm that uses real-time and historical profile data, alongside your predetermined business logic, to identify relevant, dynamic offers throughout the customer journey. As you deliver content and offers to your customers, new data will continually feed into Einstein — allowing the algorithm to improve its ability to deliver more optimal future decisions across a range of dynamic scenarios.

Maximize return on marketing campaigns.

Behavioral Data and Analytics

See real-time marketing analytics across a range of key performance indicators — including transactions, responses, conversions, and revenue. Dig into your data at the individual, segment, and campaign level. Monitor dashboards with deep analytics on customer trends across channels and touchpoints, and improve your website and app experiences.

AI Test and Learn

Optimize your web and app experience with A/B and multivariate testing. Leverage real-time, behavioral, contextual, and historical data to target tests, based on either segment membership or rule-based test triggers. Act on results with confidence, using randomized tests that employ Bayesian modeling to assess confidence levels for both out-of-the-box and custom KPIs. Integrate data to optimize personalization across channels — including your website, mobile app, email or service, and sales interactions.

Optimize for Business Goals

Ensure the personalized experiences you are driving lead to business outcomes like revenue growth and deeper customer engagement.