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Communicating the right message at the appropriate moment has always been a core objective for marketers, and personalized website experiences in real-time are a crucial tactic to realize this aim. As AI continues to evolve, the ability to provide profoundly personalized customer journeys is becoming more achievable and significant.
Last year, Salesforce introduced Einstein Personalization. This new product provides personalized experiences in real time. It raises questions about what will happen to Marketing Cloud Personalization (MCP). This article will explain Einstein personalization and what it means for current MCP users.
How Evergage Became Marketing Cloud Personalization
Let's go ahead and start by looking at the present situation. Marketing Cloud Personalization was initiated by Salesforce’s purchase of Evergage in 2020, a prominent platform for web orchestration and personalization.
Salesforce promptly integrated Evergage into its Marketing Cloud, initially renaming Interaction Studio and eventually becoming Marketing Cloud Personalization (MCP). This acquisition addressed a gap in Salesforce’s offerings, introducing strong personalization features to Marketing Cloud.
Despite significant progress in integrating MCP into the Salesforce ecosystem, some challenges still exist.
MCP is mainly marketed as a tool for marketers. However, it is complex to set up, maintain, and upgrade. It often requires specialized teams, such as those who handle data transfer encryption. Because of this complexity, marketing users may struggle to use the platform.
What is Einstein's personalization?
Einstein Personalization is an AI-powered decision engine that utilizes real-time customer information to create highly tailored marketing campaigns. This innovative solution seeks to unify real-time, cross-channel personalization throughout the Salesforce Platform.
Einstein Personalization is built on Salesforce’s platform and works well with Data Cloud. It uses Data Cloud’s information to improve personalized experiences powered by AI. This tool enhances Data Cloud by adding AI-driven personalization features.
Now generally accessible, you can utilize essential Data Cloud components such as real-time data ingestion, identity resolution, calculated insights, and data graphs, enabling Einstein Personalization to provide relevant, targeted, and individualized content to customers at the optimal moment.
Einstein Personalization collects data and shows results to help understand how well-personalized decisions work and their impact. This information is part of the Winter ‘25 release.
Einstein Personalization Compared to Marketing Cloud Personalization.
In addition to being built on the core Salesforce platform and benefiting from Data Cloud, another significant difference between Einstein Personalization and MCP is the scope of personalization it provides.
Einstein Personalization goes beyond website personalization to include AI enhancements for Marketing Cloud and Commerce Cloud. For instance, Commerce Cloud offers sophisticated features like tailored recommendations, customized search results, and categorized sorting.
Einstein Personalization is currently limited to web personalization for Experience Cloud sites. However, its seamless integration with Data Cloud is expected to facilitate a more efficient data flow and more straightforward connections between platforms.
It can significantly reduce the time and effort needed to create personalized experiences. It allows marketers to run campaigns without needing help from technical experts.
What Should Marketing Cloud Personalization Users Consider?
The question arises: should existing MCP users be worried? Not necessarily.
MCP continues to be an effective tool, primarily if your website is not based on Experience Cloud or your tech stack includes platforms other than Data Cloud.
MCP's adaptability makes it an excellent option for customizing customer experiences. However, Einstein's Personalization presents appealing benefits for those looking for a more integrated and data-oriented approach to personalization.
We are gathering information on the effectiveness of Einstein Personalization for websites and will monitor its progress compared to other options.
Why Should You Consider It?
In the Winter ‘25 update of Salesforce, we discover that the capabilities of Einstein Personalization are being extended to additional tools, such as Marketing Cloud, where targeting rules and personalization decisions will be seamlessly integrated with the Growth or Advanced editions of Marketing Cloud.
For instance, within Marketing Cloud Growth, you can implement targeting rules and personalization decisions to deliver customized, dynamically varying content in your marketing email campaigns. In Advanced Marketing Cloud organizations, you can establish path experimentation for flows triggered by segments to identify which path produced the most favorable results.
Combining Data Cloud and Marketing Cloud, Einstein Personalization helps marketers create personalized experiences easily. They can use a simple point-and-click method, which speeds up the process and gives them control again.
Summary
Consider using Einstein Personalization to enhance your marketing strategy, especially if you're not using Marketing Cloud Personalization (MCP).
As mentioned in the Winter ‘25 release, Einstein Personalization works effortlessly with Salesforce’s Data Cloud to provide AI-driven personalized interactions across various channels. However, having a Data Cloud as a fundamental element is essential to harnessing its complete potential.
For companies already utilizing MCP, switching to or adopting Einstein Personalization depends on how customer data is handled and the alignment of your tech stack with Data Cloud.
Although MCP remains a robust option for adaptable website personalization, Einstein Personalization presents a more streamlined, cohesive, and marketer-friendly solution. Assessing your data infrastructure will help you decide which option is best suited to your needs as AI-driven personalization advances.
Enhance your marketing strategy with the power of AI-driven personalization. As a trusted Salesforce partner, Codleo Consulting helps businesses leverage Salesforce consultants to implement cutting-edge solutions like Einstein Personalization and Marketing Cloud Personalization. Whether you need Salesforce Marketing Cloud help to optimize real-time customer engagement or streamline data-driven personalization, our experts guide you. Contact us today to unlock the full potential of Salesforce for your business!
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