Phil's Salesforce Tip of the Week

AI Ethics and More Partner News! – Phil’s Salesforce Tip of the Week #442

AI Ethics

As I am sure everyone has heard, Salesforce have been making a big push into AI over the past 5 years through the Einstein product line and acquisitions. As part of this, it is fair to ask about AI Ethics – “how do we know this is all being used for good?” This becomes even more pressing a concern when you see how Salesforce has worked to help organisations and governments with contact tracing throughout the pandemic.

AI Ethics - Paula Goldman, Chief Ethical and Human Use Officer, Salesforce

Paula Goldman, Chief Ethical and Human Use Officer, Salesforce
Image: Salesforce

ZDNet have a great interview with Paula Goldman, Chief Ethical and Humane Use Officer for Salesforce covering all these questions and more. It is a really interesting read I highly recommend. For those wanting a deeper dive, Salesforce have an entire page dedicated to AI Ethics. The page showcases their AI Ethics Principles and commitment they adhere to. It also contains links to a number of blogs the Salesforce team have written about the ethical use of AI within their products.

More Partner News!

There is much more partner news this week as a series of mergers have occurred. Congratulations to:

Remember if you have enjoyed this week’s tip to sign up for the weekly email, direct to your inbox here!

fallbackcg

Salesforce Einstein Analytics and Discovery Consultant Certification Tips

Over the past few years I have worked numerous times with Salesforce Einstein Analytics (now Tableau CRM) and always wanted to get pass the Salesforce Einstein Analytics and Discovery Consultant Certification but never had the time. I found myself with a a couple of days free before the Christmas holidays with nowhere to go, so I set about getting myself certified. As a slight spoiler, I passed, here are a few things I found helped me to achieve the certification. Note I will use the old name “Einstein” throughout this post to match the exam.

Don’t forget to check out the Cloud Galacticos Salesforce Certification Help page for info on other certs!

 

Before We Start – What Even is Einstein?

 

Einstein

Firstly, I want to just clearly define what is being discussed here. In this blog I am referring to Salesforce Einstein Analytics (now known as Tableau CRM) and the related Discovery tools. Einstein is a fairly catch all term with Salesforce now and so it can be confusing. This exam and certification focusses on these products specifically and not any of the following:

  • Next Best Action
  • Bots
  • Language
  • Vision
  • Prediction Builder

 

Salesforce Einstein Analytics and Discovery Consultant Exam Format

There are 60 multiple choice questions that are scored with 5 non-scored questions, with 90 minutes to complete. The passing score is 68% or 41 marks. The key areas covered in the exam are:

  • Data Layer – 24%
  • Security – 11%
  • Admin – 9%
  • Analytics Dashboard Design – 19%
  • Analytics Dashboard Implementation – 18%
  • Einstein Discovery Story Design – 19%

Of all the Salesforce exams I have taken this is one of the more evenly distributed in terms of material so make sure you cover off all of the areas thoroughly. The exam also covers a lot. Einstein Analytics and Discovery/Tableau CRM is a full platform rather than just an individual product and it shows.

 

Study Resources

If you really want to get really detailed information on everything to do with Einstein then the best place to go is the Salesforce Blogger site where Rikke Hovgaard and others share an absolute ton of tips, tricks and information. A few of the Galacticos team enjoy the blog and even if you have passed the exam I would highly recommend reading through it.

Trailhead has got lots of great trails and resources for you including two very detailed superbadges. I haven’t done the superbadges all the way through. However, they are extremely detailed and completing them will surely ensure you are ready.

Salesforce Einstein Analytics and Discovery Consultant superbadges

I also took one of the Trailhead Academy courses for Tableau CRM, namely the ANC301 course as a refresher as I was familiar with the tool. The course was a really good 3 day deep dive into building out dashboards and managing data. If you have the chance, I would highly recommend attending a course to help prepare you as they contain a lot of detailed info and allow you to ask questions of an expert. As a disclaimer, I do teach some of the developer courses for the Trailhead Academy, but love attending them regardless.

 

Salesforce Einstein Analytics and Discovery Consultant Certified!

 

Salesforce Einstein Analytics and Discovery Consultant Certification

Phil's Salesforce Tip of the Week

New Marketing Cloud and Tableau Features – Phil’s Salesforce Tip of the Week #409

Salesforce announced a set of new features this week for Marketing Cloud, Tableau and Pardot to help marketers with enhanced AI and analytics.

Evergage is now Interaction Studio

Evergage, which Salesforce purchased earlier this year, is now rebranded and integrated as Interaction Studio. This replaces the previous Interaction Studio tool within Marketing Cloud with a greater breadth and depth of features.  Some of the new features include:

  • Einstein Personalization Recipes: Enabling marketers to build and manage AI-powered recommendations to deliver the most appropriate and relevant content and products for each customer based upon their characteristics and affinities in real-time.
  • Einstein Personalization Decisions: An enhanced continuous learning algorithm that brings together a broad range of data about each web visitor to suggest an appropriate next best action, offer, or experience across all channels instead of relying upon rules alone.
  • A/B/n Testing: Allow a broader range of A/B tests against a number of different experiences on multiple channels and enabling you to measure results across revenue, click-throughs, conversions and average order value.

Evergage is now Salesforce Interaction Studio

New Pardot Enterprise Features

Pardot Enterprise has been updated to include 4 new key features for Account Based Marketing:

  • B2B Marketing Analytics Plus: Quickly sift through data from multiple first and third-party sources using AI to help marketers understand which Pardot campaigns performed best, why they performed in a particular way, and predict how campaigns will perform in the future.
  • Einstein Attribution: Using AI-based marketing attribution analysis within reports and dashboards to more accurately assign revenue credit throughout the customer journey.
  • Pardot Business Units: Manage multiple corporate and regional campaigns across brands, geographies and defined segments whilst still having a single global view.
  • Developer Sandboxes for Pardot: Admins and developers can now use sandboxes to test, audit and configure in an isolated environment.

Updates to Pardot

Datorama Data in Tableau

Finally, a new Datorama integration for Tableau is available to help marketers optimise how they are using their budget. There are a series of features including:

  • Automated Marketing Data Integration: Point and click based integration for over 150 marketing and media API connectors and dynamic marketing data modelling
  • Real-Time Marketing Insights: Simple and intuitive views of spend, performance, and business outcome data in Datorama
  • Marketing Data Exploration: Use of Tableau’s self-service data exploration, analysis, and visualization tools for deeper analysis

Tableau Updates

In other news…

Salesforce and AWS announce Service Cloud Voice

Salesforce and AWS announced this week the launch of Service Cloud Voice, an integration between AWS Amazon Connect and Salesforce Service Cloud that makes servicing across a number of digital channels much easier.

So long Einstein Voice

Salesforce have announced the termination of Einstein Voice Assistant, a fairly recent announcement. VentureBeat have a good writeup of the reasoning here which is worth a read.

Phil's Salesforce Tip of the Week

Einstein Recommendations in Trailhead – Phil’s Salesforce Tip of the Week #405

Salesforce announced this week that Trailhead has been upgraded with Einstein Recommendations for Trailhead. This is an integration of Einstein into Trailhead to drive personalised recommendations for Trailblazers to enhance their learning experience.

Einstein Recommendations for Trailhead

This is a really exciting addition, I’ve written about Trailhead a lot on this blog and I am a big fan. The recommendations will improve the more you use it, which hopefully means it will get to know me better as my first recommendation was “Salesforce User Basics”!

Other News…

Maintenance

Salesforce will perform planned maintenance on the Trailblazer Community, Events, and the IdeaExchange tomorrow (Saturday). The maintenance will take place from 13:00 UTC on June 27 to 03:00 UTC on June 28 (6:00 a.m. to 8:00 p.m. US Pacific Time on June 27). During those time periods, those sites will be unavailable, and users will be unable to access them.

New Book Recommendation!

Congratulations to my good friend Sharif Shaalan on the publication of his new book! You can see more details and buy it here. We have a lot of book recommendations you can view here (which we will add this one to!)

fallbackcg

Salesforce Maps – An Overview

Our COO, Paul Battisson, recently got Salesforce Maps accredited. Here is his blog which provides an overview of the product and its features.

Meet Salesforce Maps

Although Maps is a new member of the Salesforce family, the MapAnything product has been going for a long time. Salesforce purchased MapAnything in 2019 and have re-branded the application as Salesforce Maps. The key idea behind Salesforce Maps is visualising your data on a map to make it location aware. For example, say you wanted to know if you had any leads nearby if you had free time following a sales call. You can use maps to allow your sales team to visualise this data, which can also be augmented with external data sets to gain more insights.

Map based actions such as registering a lead and checking into meeting can be enabled by an administrator. These actions are location aware and can then use this data to create and update relevant data in Salesforce.

Salesforce Maps Lead Generation

Location based lead generation, taken from https://mapanything.com/products/salesforce-maps

Routing and Prioritisation

Another big use case is for routing and prioritisation. You can use Salesforce Maps to build an optimised route for sales and service team members out in the field. This can lead to greater efficiency for your teams as they spend less time on the road and more time with customers.

You can also prioritise the routing and scheduling based upon scores including from Salesforce Einstein and Salesforce Pardot. This helps teams focus on the highest value customers and leads. Scheduled events can then be synced to your calendar.

Salesforce Maps Routing

Routing on a map, taken from https://mapanything.com/products/salesforce-maps

The solution is mobile ready out of the box and has add-ons for features such as territory planning and live tracking.

Accreditation

The accreditation process is slightly different to a certification process as requires invitation and a non-proctored test must be passed. The training was a nice refresher of some features I had used before in MapAnything. It’s also a good way to learn about some newer tools as well. The tool has come a long way and has some great new features. If you would like to learn more about how your organisation could benefit from using Salesforce Maps, send us a note using the contact us form.

 

ABOUT CLOUD GALACTICOS

Cloud Galacticos is a Salesforce Consulting Partner with an all-star team. We are user and developer group leaders, bloggers, MVPs and all round Salesforce nerds. We have people all over the UK including London, Manchester, Leeds, Oxford, and Bristol.