Making the Most of Einstein Attribution
Salesforce’s Einstein Attribution is a powerful tool that uses artificial intelligence to provide accurate marketing attribution. It aims to solve the gaps left in campaign attribution due to contacts not properly associated with Salesforce opportunities and campaigns. Here’s how you can make the most of this tool.
Understanding Einstein Attribution
Einstein Attribution is a Pardot Einstein feature that introduces a new concept beyond traditional Salesforce Campaign Influence. It uses an AI data-driven model that attributes revenue share based on your actual customers, their engagement, and your successes.
Leveraging AI for Accurate Attribution
Einstein Attribution uses AI to pick up gaps in attribution. It combines Campaign Influence with Einstein’s intelligent analysis to more accurately assign campaign attribution. This feature allows you to move from manual, rules-based attribution to data-driven, ‘hands-off’ models.
Solving the Pain Point of Missing Opportunity Contact Roles
One of the significant benefits of Einstein Attribution is its ability to solve the pain point of missing Opportunity Contact Roles. It automatically creates ‘virtual Opportunity Contact Roles’ behind the scenes, ensuring that marketers will know how much pipeline their campaigns contributed to.
Using Shapley Values for Influence Distribution
Einstein's Attribution uses Shapley Values to correctly split the influence of a deal across the campaigns that influenced it. This feature ensures that each campaign gets its fair share of credit for influencing a deal.
Salesforce’s Einstein Attribution is an invaluable tool for any marketer. It provides accurate marketing attribution, solves the pain point of missing Opportunity Contact Roles, and uses Shapley Values for influence distribution. So why wait? Start leveraging Einstein Attribution today and take your marketing campaigns to the next level!
At Market Lite we work with you to enable your Salesforce Einstien features and then create the reports and dashboards your team needs to insure your Marketing team is receiving the attribution for their efforts. Are you ready to start your Einstien Journey today?
