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Salesforce Bolsters Einstein AI With Heavy-Duty Data Management

15 December, 2016

Salesforce Bolsters Einstein AI With Heavy-Duty Data Management

Through its acquisition of Krux, Salesforce is combining its artificial intelligence (AI) layer with deeper data management in Salesforce Marketing Cloud.

The rise of artificial intelligence (AI) and Big Data are two sides of the same evolving equation for businesses. In the customer relationship management(CRM) space, that means platforms such as Salesforce$25.00 at salesforce.comare collecting and storing massive amounts of contextual data, and then running all manner of analytics, predictive modeling, and machine learning (ML) algorithms on it to unlock new kinds of business insights.

Today at its Salesforce World Tour stop in New York, the company began to roll back the curtain on how its AI and data layers will work together. Salesforce announced new AI, audience segmentation, and targeting features for Marketing Cloud based on its recent acquisition of data management platform Krux. The company’s new Marketing Cloud features, available today, add more data-driven advertising tools and an Einstein Journey Insights dashboard for monitoring end-to-end customer engagement in everything from e-commerce to email marketing.

Salesforce unveiled its Einstein AI platform this year, baking predictive algorithms, machine and deep learning, as well as other data analysis features throughout its Software-as-a-Service (SaaS) cloud. Einstein is essentially an AI layer between the data infrastructure underneath and the Salesforce apps and services on top. The CRM giant is no stranger to big money acquisitions, most recently scooping up Demandware for $2.8 billion and making a play for LinkedIn before Microsoft acquired it. The Krux acquisition gives Salesforce a new, data-driven customer engagement vector.

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