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Admin Best Practices:
Introducing Einstein
Recommendation Builder
#AwesomeAdmins
March 2021
"Safe harbor" statement under the Private Securities Litigation Reform Act of 1995: This presentation contains forward-looking statements about the company's financial and operating
results, which may include expected GAAP and non-GAAP financial and other operating and non-operating results, including revenue, net income, diluted earnings
per share, operating cash flow growth, operating margin improvement, expected revenue growth, expected current remaining performance obligation growth, expected tax rates,
stock-based compensation expenses, amortization of purchased intangibles, shares outstanding, market growth, environmental, social and governance goals and expected capital
allocation, including mergers and acquisitions, capital expenditures and other investments. The achievement or success of the matters covered by such forward-looking statements involves
risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, the company’s results could differ materially from the results
expressed or implied by the forward-looking statements it makes.
The risks and uncertainties referred to above include -- but are not limited to -- risks associated with the effect of general economic and market conditions; the impact of geopolitical events,
natural disasters and actual or threatened public health emergencies, such as the ongoing Coronavirus pandemic; the impact of foreign currency exchange rate and interest rate
fluctuations on our results; our business strategy and our plan to build our business, including our strategy to be the leading provider of enterprise cloud computing applications and
platforms; the pace of change and innovation in enterprise cloud computing services; the seasonal nature of our sales cycles; the competitive nature of the market in which we participate;
our international expansion strategy; the demands on our personnel and infrastructure resulting from significant growth in our customer base and operations, including as a result of
acquisitions; our service performance and security, including the resources and costs required to avoid unanticipated downtime and prevent, detect and remediate potential security
breaches; the expenses associated with our data centers and third-party infrastructure providers; additional data center capacity; real estate and office facilities space; our operating results
and cash flows; new services and product features, including any efforts to expand our services beyond the CRM market; our strategy of acquiring or making investments in complementary
businesses, joint ventures, services, technologies and intellectual property rights; the performance and fair value of our investments in complementary businesses through our strategic
investment portfolio; our ability to realize the benefits from strategic partnerships, joint ventures and investments; the impact of future gains or losses from our strategic investment
portfolio, including gains or losses from overall market conditions that may affect the publicly traded companies within our strategic investment portfolio; our ability to execute our business
plans; our ability to successfully integrate acquired businesses and technologies; our ability to continue to grow unearned revenue and remaining performance obligation; our ability to
protect our intellectual property rights; our ability to develop our brands; our reliance on third-party hardware, software and platform providers; our dependency on the development and
maintenance of the infrastructure of the Internet; the effect of evolving domestic and foreign government regulations, including those related to the provision of services on the Internet,
those related to accessing the Internet, and those addressing data privacy, cross-border data transfers and import and export controls; the valuation of our deferred tax assets and the
release of related valuation allowances; the potential availability of additional tax assets in the future; the impact of new accounting pronouncements and tax laws; uncertainties affecting
our ability to estimate our tax rate; uncertainties regarding our tax obligations in connection with potential jurisdictional transfers of intellectual property, including the tax rate, the timing
of the transfer and the value of such transferred intellectual property; the impact of expensing stock options and other equity awards; the sufficiency of our capital resources; factors
relatedto our outstanding debt, revolving credit facility and loan associated with 50 Fremont; compliance with our debt covenants and lease obligations; current and potential litigation
involving us; and the impact of climate change.
Further information on these and other factors that could affect the company’s financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings it makes with the
Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor
Information section of the company’s website at.
Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.
Third party trademarks are the property of their owners.
Forward-Looking Statements
Connect with Us!
Follow on Social
@salesforceadmns #AwesomeAdmin
@Salesforce Admins
Bookmark
admin.salesforce.com
Subscribe
Admin Digest
Hi #AwesomeAdmins!
Join Us for Q&A
sforce.co/AdminLiveSessionGroup
Post your questions in the Admin Live
Sessions Community Group.
If you’re joining us for a live broadcast today,
please use the chat below the session.
Product Marketing, Salesforce
@_rajivpatel_
trailblazer.me/id/rajivpatel
Rajiv Patel
Product Management, Salesforce
@teju_sanghavi
trailblazer.me/id/tsanghavi
Tejas Sanghavi
Our Experts
Chapter 1
Introduction to Einstein Recommendation Builder
Chapter 2
How to Build AI-Powered Recommendations
Chapter 3
Best Practices, Product Roadmap and Resources
Agenda
Introduction to Einstein
Recommendation Builder
Customers Expect Personalized Recommendations
Parts to Carry for
a Field Service Visit
Relevant Devices
for Employees
Top Products to
Purchase
Best Solution to
Resolve Cases
But Building Recommendations Aren’t Easy
Requires a Data Science Background
Not Actionable without Automation
Lack of Insights and Explainability
Expensive to Maintain
Your Business Your Customer
Introducing
Einstein Recommendation Builder
Bring AI-powered recommendations into every workflow
Improve Business Outcomes
Deploy real-time, personalized recommendations to
drive revenue, CSAT, and more
Build Faster with Clicks
Create intelligent recommendations quickly using a
point-and-click interface
Accelerate Decision-Making
Surface actionable recommendations by combining
the power of machine learning with business rules
GA
March 16
AI-Powered Recommendations Across All Industries
Next Best Action
Campaign
Recommendations
Candidate
Recommendations
Upsell or Cross-sell
Recommendations
Next Best Offer
Field Service Work Order
Enrichment
Your Customer
How to Build AI-Powered
Recommendations
Learning Loop Enables Einstein to Get Smarter
Intelligent
Recommendations
(Einstein Recommendation
Builder)
Business
Workflows
(Flow)
Business Rules
(Einstein Next Best
Action)
1.
Configure
Recommendation
2.
Build
Recommendation
Four Steps to Build and Deploy a Recommendation
3.
Review
Recommendation
Quality
4.
Deploy
Recommendation
Product Requirements
Recipient
Recommended
Items
Interactions
Candidate Job
Placement
Examples
Contact Campaign
Campaign Member
Account Product
Order History
100
Minimum #
of Records
400 10
Opportunity Product
Opportunity Product
Business Scenario
Fictitious bank, called Bright Bank.
Offers a variety of personal and business
banking services.
Differentiated themselves with their deep
connections and customer relationships.
COVID-19 impacted in-person and
in-branch services.
Bright Bank uses Einstein Next Best Action
and Einstein Recommendation Builder to
revamp their customer engagement
strategy.
Overview
Demo!
Best Practices, Product
Roadmap, and Resources
Segment Your Objects
Focus on relevant records
Exclude Irrelevant Fields
Mitigate bias in your recommendations
Define Positive and Negative Interactions
Customize the recommendation to align with your business objectives
Einstein Recommendation Builder | Roadmap
● Generally Available on
March 16:
Einstein Recommendation
Builder
● Data Checker:
Ensure you fulfill the
data requirements for your
recommendations
● Automated Retraining
of Model:
Your model automatically
learns on its own
Spring ‘21
● Field Service Work Order
Recommendations
Template:
Configure and deploy a field
service work order
recommendation in minutes
Summer ‘21
● Support for Additional
Data Models:
Leverage data from more
than three objects when
building recommendations
● Product Recommendations
Template:
Configure and deploy a
product recommendation in
minutes
Winter ‘22
Einstein for Admins
admin.salesforce.com/einstein
Help & Training
sfdc.co/ERBSetup
Salesforce Einstein Group
sfdc.co/einsteingroup
Footer
Learn More With Resources for #AwesomeAdmins
Q&A
sforce.co/
AdminLiveSessionGroup
Survey
sforce.co/
ERBSurvey
Slides
sforce.co/
ERBSlides
Wrapping Up
blog posts | podcasts | videos
admin.salesforce.com
Thank You
Appendix
Einstein Recommendation Builder Architecture
Salesforce Data Center Einstein Platform on AWS (US or EU)
Rec. Builder Setup
Next Best Action
Strategy
1
Data Puller
Training/
Modeling
Real Time Scoring
Einstein Platform
Data Lake
Interactions
2
3
4
5
6
1. Admin configures Rec. Builder,
including selecting objects,
configuring filters and including
fields. The configuration is sent to
Einstein Platform.
2. All records from the past 2 years,
including all unencrypted fields on
these 3 objects, are pulled into the
Einstein Platform Data Lake (US or
EU).
3. A predictive model is created
4. Scorecard metrics computed based
on test dataset are written back to
Salesforce BPOs
5. Recommendation model is
deployed to On-demand scoring
cluster
6. When Einstein Load node executes
within NBA strategy, an API request
is generated and IDs of
recommended items are returned
7. Models are retrained monthly and
incorporate new data and responses
to previous recommendations.
Items index is refreshed weekly (GA)
Items
Recipient
Model Scorecard

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Admin Best Practices: Introducing Einstein Recommendation Builder

  • 1. Admin Best Practices: Introducing Einstein Recommendation Builder #AwesomeAdmins March 2021
  • 2. "Safe harbor" statement under the Private Securities Litigation Reform Act of 1995: This presentation contains forward-looking statements about the company's financial and operating results, which may include expected GAAP and non-GAAP financial and other operating and non-operating results, including revenue, net income, diluted earnings per share, operating cash flow growth, operating margin improvement, expected revenue growth, expected current remaining performance obligation growth, expected tax rates, stock-based compensation expenses, amortization of purchased intangibles, shares outstanding, market growth, environmental, social and governance goals and expected capital allocation, including mergers and acquisitions, capital expenditures and other investments. The achievement or success of the matters covered by such forward-looking statements involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, the company’s results could differ materially from the results expressed or implied by the forward-looking statements it makes. The risks and uncertainties referred to above include -- but are not limited to -- risks associated with the effect of general economic and market conditions; the impact of geopolitical events, natural disasters and actual or threatened public health emergencies, such as the ongoing Coronavirus pandemic; the impact of foreign currency exchange rate and interest rate fluctuations on our results; our business strategy and our plan to build our business, including our strategy to be the leading provider of enterprise cloud computing applications and platforms; the pace of change and innovation in enterprise cloud computing services; the seasonal nature of our sales cycles; the competitive nature of the market in which we participate; our international expansion strategy; the demands on our personnel and infrastructure resulting from significant growth in our customer base and operations, including as a result of acquisitions; our service performance and security, including the resources and costs required to avoid unanticipated downtime and prevent, detect and remediate potential security breaches; the expenses associated with our data centers and third-party infrastructure providers; additional data center capacity; real estate and office facilities space; our operating results and cash flows; new services and product features, including any efforts to expand our services beyond the CRM market; our strategy of acquiring or making investments in complementary businesses, joint ventures, services, technologies and intellectual property rights; the performance and fair value of our investments in complementary businesses through our strategic investment portfolio; our ability to realize the benefits from strategic partnerships, joint ventures and investments; the impact of future gains or losses from our strategic investment portfolio, including gains or losses from overall market conditions that may affect the publicly traded companies within our strategic investment portfolio; our ability to execute our business plans; our ability to successfully integrate acquired businesses and technologies; our ability to continue to grow unearned revenue and remaining performance obligation; our ability to protect our intellectual property rights; our ability to develop our brands; our reliance on third-party hardware, software and platform providers; our dependency on the development and maintenance of the infrastructure of the Internet; the effect of evolving domestic and foreign government regulations, including those related to the provision of services on the Internet, those related to accessing the Internet, and those addressing data privacy, cross-border data transfers and import and export controls; the valuation of our deferred tax assets and the release of related valuation allowances; the potential availability of additional tax assets in the future; the impact of new accounting pronouncements and tax laws; uncertainties affecting our ability to estimate our tax rate; uncertainties regarding our tax obligations in connection with potential jurisdictional transfers of intellectual property, including the tax rate, the timing of the transfer and the value of such transferred intellectual property; the impact of expensing stock options and other equity awards; the sufficiency of our capital resources; factors relatedto our outstanding debt, revolving credit facility and loan associated with 50 Fremont; compliance with our debt covenants and lease obligations; current and potential litigation involving us; and the impact of climate change. Further information on these and other factors that could affect the company’s financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings it makes with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of the company’s website at. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law. Third party trademarks are the property of their owners. Forward-Looking Statements
  • 3. Connect with Us! Follow on Social @salesforceadmns #AwesomeAdmin @Salesforce Admins Bookmark admin.salesforce.com Subscribe Admin Digest Hi #AwesomeAdmins!
  • 4. Join Us for Q&A sforce.co/AdminLiveSessionGroup Post your questions in the Admin Live Sessions Community Group. If you’re joining us for a live broadcast today, please use the chat below the session.
  • 5. Product Marketing, Salesforce @_rajivpatel_ trailblazer.me/id/rajivpatel Rajiv Patel Product Management, Salesforce @teju_sanghavi trailblazer.me/id/tsanghavi Tejas Sanghavi Our Experts
  • 6. Chapter 1 Introduction to Einstein Recommendation Builder Chapter 2 How to Build AI-Powered Recommendations Chapter 3 Best Practices, Product Roadmap and Resources Agenda
  • 8. Customers Expect Personalized Recommendations Parts to Carry for a Field Service Visit Relevant Devices for Employees Top Products to Purchase Best Solution to Resolve Cases
  • 9. But Building Recommendations Aren’t Easy Requires a Data Science Background Not Actionable without Automation Lack of Insights and Explainability Expensive to Maintain Your Business Your Customer
  • 10. Introducing Einstein Recommendation Builder Bring AI-powered recommendations into every workflow Improve Business Outcomes Deploy real-time, personalized recommendations to drive revenue, CSAT, and more Build Faster with Clicks Create intelligent recommendations quickly using a point-and-click interface Accelerate Decision-Making Surface actionable recommendations by combining the power of machine learning with business rules GA March 16
  • 11. AI-Powered Recommendations Across All Industries Next Best Action Campaign Recommendations Candidate Recommendations Upsell or Cross-sell Recommendations Next Best Offer Field Service Work Order Enrichment Your Customer
  • 12. How to Build AI-Powered Recommendations
  • 13. Learning Loop Enables Einstein to Get Smarter Intelligent Recommendations (Einstein Recommendation Builder) Business Workflows (Flow) Business Rules (Einstein Next Best Action)
  • 14. 1. Configure Recommendation 2. Build Recommendation Four Steps to Build and Deploy a Recommendation 3. Review Recommendation Quality 4. Deploy Recommendation
  • 15. Product Requirements Recipient Recommended Items Interactions Candidate Job Placement Examples Contact Campaign Campaign Member Account Product Order History 100 Minimum # of Records 400 10 Opportunity Product Opportunity Product
  • 16. Business Scenario Fictitious bank, called Bright Bank. Offers a variety of personal and business banking services. Differentiated themselves with their deep connections and customer relationships. COVID-19 impacted in-person and in-branch services. Bright Bank uses Einstein Next Best Action and Einstein Recommendation Builder to revamp their customer engagement strategy. Overview
  • 17. Demo!
  • 19. Segment Your Objects Focus on relevant records
  • 20. Exclude Irrelevant Fields Mitigate bias in your recommendations
  • 21. Define Positive and Negative Interactions Customize the recommendation to align with your business objectives
  • 22. Einstein Recommendation Builder | Roadmap ● Generally Available on March 16: Einstein Recommendation Builder ● Data Checker: Ensure you fulfill the data requirements for your recommendations ● Automated Retraining of Model: Your model automatically learns on its own Spring ‘21 ● Field Service Work Order Recommendations Template: Configure and deploy a field service work order recommendation in minutes Summer ‘21 ● Support for Additional Data Models: Leverage data from more than three objects when building recommendations ● Product Recommendations Template: Configure and deploy a product recommendation in minutes Winter ‘22
  • 23. Einstein for Admins admin.salesforce.com/einstein Help & Training sfdc.co/ERBSetup Salesforce Einstein Group sfdc.co/einsteingroup Footer Learn More With Resources for #AwesomeAdmins
  • 25. blog posts | podcasts | videos admin.salesforce.com
  • 28. Einstein Recommendation Builder Architecture Salesforce Data Center Einstein Platform on AWS (US or EU) Rec. Builder Setup Next Best Action Strategy 1 Data Puller Training/ Modeling Real Time Scoring Einstein Platform Data Lake Interactions 2 3 4 5 6 1. Admin configures Rec. Builder, including selecting objects, configuring filters and including fields. The configuration is sent to Einstein Platform. 2. All records from the past 2 years, including all unencrypted fields on these 3 objects, are pulled into the Einstein Platform Data Lake (US or EU). 3. A predictive model is created 4. Scorecard metrics computed based on test dataset are written back to Salesforce BPOs 5. Recommendation model is deployed to On-demand scoring cluster 6. When Einstein Load node executes within NBA strategy, an API request is generated and IDs of recommended items are returned 7. Models are retrained monthly and incorporate new data and responses to previous recommendations. Items index is refreshed weekly (GA) Items Recipient Model Scorecard