Next Best Action
I’ve never implemented Next Best Action, but using a software service to implement a process I’ve manually written out in a strategy memo would be a welcome change of pace. Marketing processes using a Next Best Action strategy has been around for years. In general, those types of recommendations are rules based systems. For example, when a server offers you a specific wine to go with your meal, they are engaging in Next Best Action marketing.
As an organization looking to engage members, you can supercharge your recommendations by using Next Best Action powered by Einstein AI. The biggest feature to increase ROI is designing strategies for your Next Best Action recommendations. Combined with data about the customer, such as member loyalty or events attendance, you can increase the effectiveness of your service recommendations and create more customizable experiences for your members. Create your own reports to measure your success or use a package of preconfigured reports from the AppExchange.
Datorama
My entry into the tech space was through data management and analysis. Data is an organization’s most important asset, but a key part of evaluating your key metrics is proper attribution. For organizations serving a large constituency, campaign attribution can be a painstaking task if you don’t have the right software.
Datorama has a data model optimized for campaign attribution and uses machine learning to process data, saving the most time-consuming step in the data analysis routine. Personally, reformatting and manipulating data is a little like knitting to me, but if there’s a better, more efficient way to process data, I’d welcome the chance to focus on big questions rather than repetitive tasks. The biggest ROI of a tool like Datorama is the time savings, but customers using Datorama have also reported huge gains in customer satisfaction and Net Promoter Scores.
Prediction Builder
I’ll be honest. I’ve never had the opportunity to build a prediction, but I want to. As you can see with Datorama above, data is an organization’s most valuable asset. Predictive analytics is another reason to collect and manage actionable data, and fusionSpan has expertise in implementing data migration/transformation as well as business process automation to ensure relevant data is captured.
The most straightforward predictions that you can build using Salesforce’s Einstein Prediction Builder are centered around Sales, e.g. who is likely to buy X product, or who is likely to respond to a discount code. However, you can also build more complex predictions such as college graduation rates.
For more use cases, you can check out Salesforce’s Guide to AI and see how companies are applying AI to their day-to-day. Remember, implementing solutions like these is where we can help!
