In 2015, Salesforce added predictive analytics to its list of features and services. This was the first time the leading CRM service provider showed interest in combining machine learning and real-time data management to provide its users with a glimpse into the recent future. Their main aim is to give the entrepreneurs customized business insights that can help them make future business decisions with ease. These derive inspiration from Business Intelligence or information flowing in from multiple points of interaction from several platforms.

The introduction of the new analytics features within the Salesforce Marketing Cloud was a groundbreaking step at that time, and it still stands as one of the most essential moves towards bridging the gap between SMEs that require personalized, predictive analytics and the professionals who only cater to the large-cap companies. This initially came with two capabilities the Predictive Audiences and the Predictive Scores. Get to know more about the Salesforce innovation timeline at

Salesforce’s intention to employ Einstein

In 2016, Salesforce announced their intention to enhance the abilities of their Wave Analytics Cloud’s AI. This showed a clear intent to unify their predictive analytics functions with AI services in the recent future. Users are already aware of Salesforce’s unique ability to unify and synchronize all data from the different business units. Now, the company will be able to extend their predictive analysis services to users who have no experience of coding and software management.

The hero without a cape: Einstein

Einstein has made it possible for Salesforce to achieve this feat. The company’s take was both declarative and programmatic. Einstein will provide the necessary algorithm and processes for the mining of data. The synced business cloud will provide Einstein with a treasure trove of varied data that can fuel a successful and accurate predictive analysis process. In reality, all modern companies that provide state of the art big data management services agree that predictive analytics is quite impossible without an intuitive artificial intelligent like AI.

Utilizing Predictive Scores

Right now, marketers can find out their customer’s decisions on product activation based on the Predictive Scores from the SaaS platform. The service usually includes key metrics including the OSx of the user, the purchasing power of the buyer, the frequency of app usage, the rate of promotional email opening, response to push notifications and the kind of device the potential customer uses to browse the e-commerce website.

Utilizing Predictive Audience

Salesforce Audience builder integrates these scores successfully, and the dynamic segmentation of the audience follows this step, thanks to the Predictive Audience feature of the Salesforce Marketing Cloud. This helps in the segmentation of the customer list by groups who are most likely to engage, most likely to buy, likely to ignore and take decisions based on these segmentations.

The fine fusion of market analysis, big data, AI and predictive analysis, is surely saving all client SMEs, start-ups and large corporations a lot of resources regarding campaign investment. Getting a whiff of customer tendencies using past buying behavior is a marvelous advancement that is necessary for the smooth scale-up of almost all enterprises.