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AI-driven propensity scores
20May

AI-Driven Propensity Scores

AI plays a crucial role in propensity score estimation as it can discern underlying patterns between treatments and confounding variables through machine learning, without explicit programming. This insight has gone through numerous updates as the information and use of AI-driven propensity scores evolved. In many cases, writers give a brief overview of the what of a tool. Today, we are going way beyond “what the sausage tastes like” to “how the sausage is made” Tectonic hopes you will enjoy learning how propensity models and AI driven propensity scores improve your data. Propensity Model in Artificial Intelligence: Propensity modeling generates a propensity score, representing the probability that a visitor, lead, or customer will take a specific action. For instance, a propensity model, using data science or machine learning, can help predict the likelihood of a lead converting to a customer. AI-driven propensity scores take an existing data model and improve its predictions, speed, and analysis with AI. Propensity Score in CRM: In CRM, a propensity score is the model’s probabilistic estimate of a customer performing a specific action. Grouping customers by score ranges allows for effective comparison and analysis within each bucket. Enhancing Propensity Modeling with AI: Traditional statistical propensity models might lack accuracy, but integrating machine learning technologies, as demonstrated by Alphonso, can significantly optimize ad spend and increase prediction accuracy from 8% to 80%. That’s a whopping 72% improvement. Propensity Modeling Overview: Propensity modeling involves predictive models analyzing past behaviors to forecast the future actions of a target audience. It identifies the likelihood of specific actions, aiding in personalized marketing. Role of Machine Learning in Propensity Models: Propensity models rely on machine learning algorithms, acting as binary classifiers predicting whether a certain event or behavior will occur. Logistic regression and Classification and Regression Tree Analysis are common methods for calculating propensity scores. Characteristics of Effective Propensity Models: For robust predictions, propensity models should be dynamic, scalable, and adaptive. Dynamic models adapt to trends, scalable for diverse predictions, and adaptive with regular data updates. Propensity Modeling Applications: Propensity models find applications in predicting customer behavior, such as purchasing, converting, churning, or engaging. Real-time predictions, data analysis, and AI integration contribute to successful implementations. AI-driven propensity scores are extremely useful in that they can be coupled with many other models to give additional insights to your data. Types of Propensity Score Models: Various models include propensity to purchase/convert, customer lifetime value (CLV), propensity to churn, and propensity to engage. Combining models can enhance the effectiveness of marketing campaigns. When to Use Propensity Scores: Propensity scores are beneficial when random assignment of treatments is impractical. They help estimate treatment effects in observational studies, providing an alternative to traditional model-building methods. Limitations of Propensity Score Methods: While propensity scores help achieve exchangeability between exposed and unexposed groups, they do not claim to eliminate confounding due to unmeasured covariates. Findings from observational studies must be interpreted cautiously due to potential residual confounding. Content updated October 2021. Content updated February 2024. Like3 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

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May 20, 2019in Artificial Intelligence, Data, Salesforce, Salesforce Einstein

Marketing Cloud Data Extensions Explained

Marketing Cloud Data Extensions: A Comprehensive Guide In Salesforce Marketing Cloud, Data Extensions are a powerful feature that allows marketers to store, manage, and use data for personalized and targeted marketing campaigns. Unlike traditional lists, Data Extensions offer more flexibility, scalability, and advanced capabilities, making them a cornerstone of effective email marketing and customer engagement strategies. Let’s dive into what Data Extensions are, how they work, and why they’re essential for marketers. What Are Data Extensions? Data Extensions are customizable data tables in Salesforce Marketing Cloud that store information about your subscribers, customers, or any other data relevant to your marketing campaigns. They are similar to database tables, where each row represents a record (e.g., a customer) and each column represents a field (e.g., email address, first name, purchase history). Unlike Lists in Marketing Cloud, which are static and limited in functionality, Data Extensions are dynamic, scalable, and support complex data relationships. Key Features of Data Extensions Types of Data Extensions How to Use Data Extensions 1. Creating a Data Extension 2. Populating Data Extensions 3. Using Data Extensions in Campaigns 4. Managing Data Extensions Benefits of Data Extensions Best Practices for Using Data Extensions Data Extensions vs. Lists Feature Data Extensions Lists Structure Customizable fields and data types Fixed fields (Email, Subscriber Key) Scalability Handles large datasets Limited to smaller datasets Dynamic Updates Supports real-time updates Static and manual updates Relationships Supports relationships between tables No relationship support Use Cases Complex, data-driven campaigns Simple, one-off campaigns Conclusion Salesforce Marketing Cloud Data Extensions are a powerful tool for marketers looking to create personalized, data-driven campaigns. By offering flexibility, scalability, and advanced data management capabilities, Data Extensions enable businesses to deliver targeted and impactful marketing messages. Whether you’re running email campaigns, customer journeys, or personalized content, mastering Data Extensions is key to unlocking the full potential of Salesforce Marketing Cloud. Start leveraging Data Extensions today to take your marketing campaigns to the next level! Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

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April 26, 2019in Data, Enterprise, Salesforce, Salesforce Marketing Cloud
360 SMS Salesforce Chatbot
15Mar

Salesforce 360

Salesforce is the world’s leading customer relationship management (CRM) platform, empowering businesses of all sizes to transform how they engage with customers, streamline operations, and drive sustainable growth. A 360-degree customer view provides a full vision of who your customers are and what they need. In today’s competitive business world, success hinges on the seamless management of sales, marketing, and customer service processes. With Salesforce, your organization gains access to a powerful suite of tools designed to automate workflows, enhance collaboration, and uncover deep customer insights that fuel smarter decision-making. What truly sets Salesforce apart is its unparalleled flexibility and scalability. Whether you’re a startup looking to establish a solid CRM foundation or an enterprise seeking advanced AI-driven automation, Salesforce adapts to your unique business requirements. Its customizable architecture ensures that as your business evolves, so does your CRM—keeping you ahead of the curve. At the core of every thriving organization is not just an exceptional customer experience but also an empowered workforce. We recognize that a seamless, intuitive CRM system is vital for both customer satisfaction and employee efficiency. That’s why our team of Salesforce-certified consultants goes beyond just implementing technology—we take a strategic approach to designing solutions that align with your long-term business goals. With deep industry expertise and a business-first mindset, we help organizations leverage the full potential of Salesforce. From initial strategy and system design to implementation, integration, and ongoing support, we deliver end-to-end solutions that optimize processes, enhance engagement, and drive measurable results. Let’s work together to transform your Salesforce investment into a powerful engine for growth and customer success. Contact Tectonic today. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

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March 15, 2019in Enterprise, Salesforce, Technology
service cloud
11Feb

Salesforce Service Cloud Question-to-Case Explained

The Salesforce Service Cloud Question-to-Case feature streamlines the process for moderators to create cases from questions in Chatter, facilitating the efficient tracking and resolution of customer issues. Accessible across multiple platforms, including your Salesforce org, Salesforce mobile web, Aura, and Salesforce Tabs + Visualforce sites with Chatter Questions enabled, this feature ensures a seamless experience. When a customer uses the Question action in Chatter to ask a question, similar questions and Knowledge articles appear below the Chatter publisher. If the similar questions and articles don’t address the issue, the customer posts the question. The customer who asked the questions receives an email notifying them that a case was created from their question. The email provides the case number and a link to the case. Agents can respond to the question directly from the case feed using the action in the publisher. When agents find a solution, they can respond to questions directly from the console, and the customer sees the agent’s response on the question or in the My Cases view. Agents choose whether the reply is visible to the Experience Cloud site, or only to the customer who asked the question. The Salesforce Case object forms the base of the Case Management capability of Service Cloud which helps improve the overall user experience for both customers and staff. The Salesforce Question-to-Case Connector further enhances efficiency by synchronizing questions generated in Jive with cases in the Salesforce org. This integration promotes a unified approach to managing customer inquiries. As a valuable tool in Salesforce, Question-to-Case facilitates the escalation of questions to cases, enabling agents to promptly address open issues. Community users, granted moderator permissions, also possess the ability to escalate questions to cases. Salesforce Case Management allows us to record, track and solve customer issues by sales, service and support. It includes the ability to create cases either from an email (email to case), from a web form (web to case), or manually. Cases are the backbone of Service Cloud. Cases help you track and resolve customer issues, showing you a complete view of the customer. To harness the benefits of Question-to-Case, ensure its activation in your Experience Cloud sites, Salesforce org, or both. In the broader context of case creation in Salesforce Service Cloud, cases can be initiated through various channels, such as online case logging, Case Support (CTI), and Email Support. Once a case is generated, the subsequent step involves assigning it to a sales agent or queue for efficient resolution. How do I create a case hierarchy in Salesforce? To create a case that is automatically associated with a case whose detail page you’re viewing, click the New button on the Related Cases related list. From the New dropdown button, Classic users can choose to create either a blank case or a case with information from the parent case. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

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February 11, 2019in Data, Salesforce, Salesforce Implementation Services, Salesforce Sales Cloud, Salesforce Service Cloud
Salesforce Platform Manager
01May

Salesforce Platform Manager Explained

A Salesforce Platform Manager serves as the human interface between the business and the Salesforce platform, taking on the responsibility of overseeing the entire management of the platform. This role involves leading project teams, collecting requirements, designing solutions, and implementing configurations on Salesforce.com. In contrast, Product Managers primarily concentrate on expanding their user base, financial metrics, and ensuring customer satisfaction with the product. Platform Managers, on the other hand, have a more internal focus, being oriented towards technical aspects and architecture. They are not customer-facing and have a greater emphasis on technical and architectural considerations. Not to say they don’t need good people and communication skills, but they interact as much with the platform as with team members. The role of a Platform Manager encompasses being the primary administrator of the software, orchestrating its setup, and overseeing ongoing maintenance. They are tasked with establishing the initial parameters for the website and managing all constituent data in a pubic sector instance. For Platform Product Managers, the primary goal is to deliver outcomes that contribute to business scalability and achievement of goals. Effective management with different teams is crucial for success, and collaboration, communication, and recognition of other teams play a key role in their responsibilities. Platform Services Managers are responsible for initiating and maintaining the operation of application processes. They ensure the continuous running of processes, which is essential for users to access the system and run reports. The process management framework involves three key process utilities: sapmon, sapmgr, and sap. If your core Salesforce team is missing a solid Salesforce Platform Manager, reach out to Tectonic today for assistance. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

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May 1, 2018in Data, Enterprise, Salesforce
Salesforce roles and responsibilities
11Apr

CRM Cloud Salesforce

What is a CRM Cloud Salesforce? Salesforce Service Cloud is a customer relationship management (CRM) platform for Salesforce clients to provide service and support to their business customers. Salesforce based Service Cloud on its Sales Cloud product, a popular CRM software for sales professionals. Salesforce Sales and Service Clouds are considered core products. Numerous other Salesforce cloud-based products exist. Cloud-based CRM is customer relationship management software that is hosted on the CRM provider’s servers and accessed by its customers through the internet. This kind of software is also called software as a service (SaaS). What is Salesforce Service Cloud, a cloud-based CRM? Salesforce Service Cloud stands as a robust customer relationship management (CRM) platform tailored for Salesforce clients, facilitating seamless service and support for their business clientele. Rooted in Salesforce’s renowned Sales Cloud product, Service Cloud caters to the needs of sales professionals. In essence, a cloud-based CRM, like Salesforce Service Cloud, operates as CRM software hosted on the provider’s servers, accessible to clients via the internet. This software-as-a-service (SaaS) model simplifies access and usage, offering flexibility and scalability to businesses. The SaaS model also makes for ease of implementation and managed services by a third party as everything is accessible in the cloud. Understanding CRM Cloud Salesforce: CRM, or customer relationship management, represents a technology aimed at efficiently managing all interactions and relationships between a company and its customers. The overarching objective is to enhance business relationships, achieved through streamlined processes and improved profitability. When referring to CRM, it typically encompasses a CRM system or platform—a multifaceted tool facilitating contact management, sales management, productivity enhancements, and more. This software zeroes in on nurturing organizational relationships with individual entities, be it customers, service users, colleagues, partners, or suppliers, throughout their lifecycle, spanning from acquisition to support and beyond. The Role of CRM Software: CRM software empowers sales and marketing teams to track and optimize customer interaction journeys, thereby enriching the overall customer experience. By meticulously mapping each touchpoint in the customer journey, CRM solutions bolster customer engagement and satisfaction, fostering long-term relationships. Who Benefits from CRM Software? A CRM system extends its benefits across various business functions, including sales, customer service, business development, marketing, and more. It serves as a centralized repository for customer and prospect information, enabling comprehensive contact management, opportunity identification, service issue resolution, and campaign management. With heightened visibility and data accessibility, teams can collaborate effectively, boosting productivity and driving business growth. The Significance of CRM for Businesses: As the largest and fastest-growing enterprise application software category, CRM software holds increasing importance in modern business operations. Forecasts suggest a substantial surge in worldwide spending on CRM, underlining its pivotal role in organizational strategies centered around customer-centricity and technological enablement. Key Functions of CRM Systems: CRM solutions play a pivotal role in acquiring, retaining, and nurturing customer relationships by organizing and synthesizing customer and prospect data from diverse sources and channels. These platforms facilitate a comprehensive understanding of customer behavior and preferences, driving informed decision-making and personalized engagement strategies. Moreover, modern CRM platforms offer seamless integration with complementary business tools, such as document management, accounting, and surveys, providing businesses with a holistic view of their customers and empowering them to forge stronger relationships and accelerate growth. When people talk about CRM, they usually refer to a CRM system or platform, a tool that helps with contact management, sales management, productivity, and more. Who is CRM software for? A CRM system gives everyone — from sales, customer service, business development, recruiting, marketing, or any other line of business — a better way to manage the external interactions and relationships that drive success. With visibility and easy access to data, it’s easier to collaborate and increase productivity. Everyone in your company can see how customers have been communicated with, what they’ve bought, when they last purchased, what they paid, and so much more. CRM software is increasing in importance as it is the largest and fastest-growing enterprise application software category. Worldwide spending on CRM is expected to reach USD $114.4 billion by 2027. If your business is going to last, you need a strategy for the future that’s centered around your customers and enabled by the right technology. You have targets for sales, business objectives, and profitability. But getting up-to-date, reliable information on your progress can be tricky. How do you translate the many streams of data coming in from sales, customer service, marketing, and social media monitoring into useful business information? More administration means less time for everything else. An active sales team can generate a flood of data. Reps are out on the road talking to customers, meeting prospects, and finding out valuable information – but all too often this information gets stored in handwritten notes, laptops, sticky notes on laptops, or inside the heads of your salespeople. Details can get lost, meetings are not followed up on promptly, and prioritizing customers can be a matter of guesswork rather than a rigorous exercise based on fact. And it can all be compounded if a key salesperson moves on. But it’s not just sales that suffers without CRM. Your customers may be contacting you on a range of different platforms including phone, email, or social media — asking questions, following up on orders, or contacting you about an issue. Without a common platform for customer interactions, communications can be missed or lost in the flood of information — leading to a slow or unsatisfactory response. Salesforce Data Cloud unifies all the data and provides a 360 degree customer view. Even if you do successfully collect all this data, you’re faced with the challenge of making sense of it. It can be difficult to extract intelligence. Reports can be hard to create and they can waste valuable selling time. Managers can lose sight of what their teams are up to, which means that they can’t offer the right support at the right time – while a lack of oversight can also result in a lack of accountability from the

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April 11, 2017in Data, Enterprise, Salesforce, Salesforce Data Cloud, Salesforce Service Cloud, Technology
Salesforce CRM for AI driven transformation
22Mar

Salesforce Artificial Intelligence

Is artificial intelligence integrated into Salesforce? Salesforce Einstein stands as an intelligent layer embedded within the Lightning Platform, bringing robust AI technologies directly into users’ workspaces. The Einstein Platform offers administrators and developers a comprehensive suite of platform services, empowering them to create smarter applications and tailor AI solutions for their enterprises. What is the designated name for Salesforce’s AI? Salesforce Einstein represents an integrated array of CRM AI technologies designed to facilitate personalized and predictive experiences, enhancing the professionalism and attractiveness of businesses. Since its introduction in 2016, it has consistently been a leading force in AI technology within the CRM realm. Is Salesforce Einstein a current feature? “Einstein is now every customer’s data scientist, simplifying the utilization of best-in-class AI capabilities within the context of their business.” Is Salesforce Einstein genuinely AI? Salesforce Einstein for Service functions as a generative AI tool, contributing to the enhancement of customer service and field service operations. Its capabilities extend to improving customer satisfaction, cost reduction, increased productivity, and informed decision-making. Salesforce Artificial Intelligence AI is just the starting point; real-time access to customer data, robust analytics, and business-wide automation are essential for AI effectiveness. Einstein serves as a comprehensive solution for businesses to initiate AI implementation with a trusted architecture that prioritizes data security. Einstein is constructed on an open platform, allowing the safe utilization of any large language model (LLM), whether developed by Salesforce Research or external sources. It offers flexibility in working with various models within a leading ecosystem of LLM platforms. Salesforce’s commitment to AI is evident through substantial investments in researching diverse AI areas, including Conversational AI, Natural Language Processing (NLP), Multimodal Data Intelligence and Generation, Time Series Intelligence, Software Intelligence, Fundamentals of Machine Learning, Science, Economics, and Environment. These endeavors aim to advance technology, improve productivity, and contribute to fields such as science, economics, and environmental sustainability. Content updated April 2023. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

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March 22, 2017in Artificial Intelligence, Data, Enterprise, Generative AI, Salesforce, Salesforce Einstein, Technology
Salesforce Service Cloud
05Jun

Service Cloud with AI-Driven Intelligence

Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, and Salesforce’s CRM platform is no exception. Just a week after introducing a predictive decision-making tool in Marketing Cloud, Salesforce has unveiled a new Intelligence Engine for Service Cloud, designed to optimize customer interactions for service teams. One of the standout features is Intelligent Business Processes, which enables companies to assign cases dynamically based on agent expertise, case history, availability, or the channel through which the request originated. The system can also automate workflow triggers—escalating cases beyond support to sales or marketing. For example, high-value leads can be routed directly to top-performing sales teams for upsell opportunities. Intelligent Workload Management further enhances Service Cloud’s capabilities by automating case distribution across agents based on workload and skill set. Instead of manually assigning cases, the system ensures that tasks are balanced in real time. If an agent is engaged in a video consultation, for instance, new cases will be temporarily paused from reaching their queue until they become available. To improve customer experience, Seamless Omni-Channel Customer View ensures continuity across channels. If a customer initially reaches out via email but later requests a video chat, they’ll be routed to the same agent—eliminating the need to repeat information or restart the conversation. These innovations do more than just optimize service operations; they help businesses tailor customer interactions in a meaningful way, says Denis Pombriant, managing principal at Beagle Research Group. “Businesses often prioritize transactions, but customers need process—because process informs them about their needs and vendor capabilities,” Pombriant explains. “Using marketing analytics to identify customer needs from multiple data sources allows vendors to better understand their audience and provide the right solutions.” Many automated systems neglect this process-driven approach, instead focusing solely on transactions. Salesforce’s Intelligence Engine aims to bridge that gap. Service Cloud is priced at $135 per user, per month, while the Intelligence Engine will be generally available later this year—with pricing yet to be announced. Businesses interested in early access can contact their Salesforce account executive to join the pilot program. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

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June 5, 2015in Data, Enterprise, Salesforce

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