Einstein Engagement Scoring

Enable Einstein Engagement Scoring for your org or business unit in Setup. You can also set up Web Conversions in Setup to connect your email subscribers to web conversion data. Select the join type, for example email address or subscriber key, that matches how your subscribers are identified across your email and web platforms. You can disable this option at any time.

Einstein Engagement Scoring populates and uses data extensions named Einstein_MC_Predictive_Scores and Einstein_MC_MobilePush_Scores for MobilePush and email. For the most accurate results, keep your subscriber key consistent across all data extensions. If you see unexpected scores and persona results, consider using global models, or check your custom threshold settings.

Find engagement scoring data extensions via Contact Builder or Email Studio. Use the scores for these purposes.

• Monitor the health of your engaged subscriber list in a dashboard.
• Create an audience from scores using attributes similar to your best-performing subscribers.
• Segment your subscriber list to identify and target a specific audience based on their predicted likelihood to engage with your campaigns.
• View model correlations that affect subscriber engagement using click bar graphs.
• Target subscribers through Marketing Cloud Engagement apps, such as Email Studio, Journey Builder, Marketing Cloud Advertising, or Audience Builder.
• Use momentum analytics to gain insights about subscriber Persona changes and their relationship to subscriber categorization.

Einstein Engagement Scoring uses Amazon Web Services. Einstein Engagement scores are refreshed weekly.

• Prerequisites for Einstein Engagement Scoring
  Up to 250 business units or MIDs per Enterprise ID can use Einstein Engagement Scoring for email. You can also use Einstein Engagement Scoring for mobile if you’re using the Marketing Cloud Engagement Mobile SDK.
• Activate Einstein Engagement Scoring
  Turn on Einstein Engagement Scoring for Marketing Cloud Engagement in Setup. Einstein requires historical contact or subscriber engagement data, including at least 1,000 events in the 90 days before activation. It can take up to 90 days to generate initial scores, but engagement scores are typically available 24–48 hours after implementation.
• Einstein Engagement Scoring Dashboard
  Use the dashboard to view engagement predictions for email and MobilePush channels, including the likelihood to click an email or spend time in a mobile app, and other key performance indicators (KPI). To enable Web Conversion scoring, implement Collect Tracking Code. You can analyze subscriber Persona changes over time.
• Engagement Score Thresholds
  Each key performance indicator (KPI) in Einstein Engagement Scoring has an Audience Health indicator. This indicator shows whether the average grade for that score across all your subscribers is Excellent, Good, Fair, or Poor.
• Einstein Engagement Scoring Personas
  The Einstein Engagement Scoring heatmap groups subscribers into a customer persona based on predicted email engagement.
• Einstein Engagement Scoring for Mobile Model Card
  The model in this card analyzes each contact’s engagement record to assign scores for the contact’s likelihood to interact with mobile messaging.
• Einstein Engagement Scoring for Email Model Card
  The model analyzed in this card predicts five types of engagement scores for each individual consumer contact in each customer’s business unit. Predictions include email opens and clicks, subscriber retention, web conversion, and overall engagement.
• Einstein Engagement Scoring FAQs
  Get the answers to frequently asked questions about Einstein Engagement Scoring.