One-to-one personalization for your actions in Salesforce Marketing Cloud.

In today's marketing world, one-to-one personalization has become a key element in creating meaningful connections with our customers. In this post, we’ll explain how to use predictive marketing techniques with our AI to take one-to-one personalization to the next level.

Discover how we enrich Salesforce Marketing Cloud with data extensions to provide a highly personalized experience for each customer.

One-to-one product recommendation: The power of deep learning.

Pleasepoint’s one-to-one product recommendation module uses an enhanced neural network with reinforcement learning to deliver exceptional recommendations for each customer. Find more information about our one-to-one product recommendation module powered by deep learning here.

With this advanced technology, we can analyze and understand each customer’s purchasing behavior to offer precise and relevant recommendations. Personalization becomes more than just a strategy—it turns into a unique experience for each individual.

One advantage of our platform is its ability to customize product offerings for each customer within any segment or cluster, whether based on preferences, consumption habits, purchasing behaviors, or even price sensitivity.

You can use any customer segment—whether based on lifecycle, product preferences, price sensitivity, recommendation usage, or many other factors—and design actions and offers that meet each customer's individual needs.

This results in greater engagement, retention, and customer loyalty.

Here are the steps to launch a one-to-one recommendation and enrich Salesforce Marketing Cloud.

1. Define the name of the recommendation.
2. Select the recommendation model you want to use.
3. Choose the business rule you want for the one-to-one product recommendation.
4. Define the number of recommendations you want for each customer.
5. Set the exploration days for the one-to-one recommendation. The smaller this value, the more it uses current trends, while a higher value relies more on global habits. The default is 30 days.
6. Define the creativity for the recommendation, ranging from 0 to 1. The closer to 1, the more exploration of products occurs. The default is 0.3.
7. Activate the data model and the path to leave the file in Salesforce Marketing Cloud’s sFTP.
8. Decide whether you want the recommendation to run immediately, schedule it, or set it for recurring execution.

Once these steps are completed, you’ll see the new recommendation process and its status in the execution list.

When the process is finished, you’ll see whether it was executed successfully or not. If there’s an error, all information can be found in the Platform Activity section.

If everything goes well, the status will show as successful (green), and you can download the recommendation CSV file. The data model will also be uploaded to Salesforce’s sFTP.

Data model structure for one-to-one recommendations.

The resulting data model is delivered as a CSV file to the sFTP configured on the platform. This file always follows the same structure, which is defined in the Data Model section of the recommendation engine.

This is the structure of the automatically generated data model:

• Contact Id: Customer contact identifier.
• RECOM_PRODID_1: Highest priority recommended product.
• RECOM_PRODID_1_SCORE: Recommendation score for the highest priority product.
• RECOM_PRODID_2: Second highest priority recommended product.
• RECOM_PRODID_2_SCORE: Recommendation score for the second highest priority product.
• RECOM_PRODID_N: Nth highest priority recommended product.
• RECOM_PRODID_N_SCORE: Recommendation score for the Nth highest priority product.

Enriching Salesforce Marketing Cloud: The power of data extensions (DE).

To enrich Salesforce Marketing Cloud, Pleasepoint uploads the CSV file with the recommendation data model to Salesforce’s sFTP. This process is fully automated—after the initial configuration (as shown above), the magic happens effortlessly.

First, you need to create the Data Extension in Salesforce Marketing Cloud with the necessary structure. If you always use 8 product recommendations, for example, you would create the DE with a structure for 8 products.

Here’s an example of the structure:

With the data extension created, we can now configure the Automation. Next, we’ll configure Salesforce Marketing Cloud so that whenever a new recommendation file is detected, it populates the DE with the newly uploaded content.

So, we now have an automation in Salesforce Marketing Cloud that populates the data extension with personalized recommendations for each customer.

Here’s an example of what the DE content looks like after the automation is executed.

This seamless integration allows our clients to automatically get the most relevant and up-to-date recommendations in their CRM platform without any additional work.

Finally, to display the recommended products in our actions, we use AMP Script in the newsletter template.

This allows you to dynamically embed the recommendations into emails, adjusting to each customer’s preferences at any given moment. With this functionality, consumers enjoy a personalized shopping experience that drives greater engagement and conversion.

If you allow Pleasepoint to execute product recommendations periodically, you’ll always communicate one-to-one products to each customer in a fully automated way without any extra work.

What are you waiting for to become more efficient and achieve better results?

Enhance your CRM strategy with one-to-one personalization.

In summary, one-to-one personalization is essential in modern marketing to create stronger connections with customers.

Thanks to automated predictive marketing techniques in our AI-powered platform, you’ll enrich Salesforce Marketing Cloud and deliver precise and relevant one-to-one recommendations for each customer.

With a strong personalization strategy, you’ll improve customer conversion, boost loyalty, and increase sales conversions. Our clients typically achieve a 5x ROI.

Discover the power of predictive marketing and one-to-one personalization with Pleasepoint!

For more information and to start personalizing your communications, don’t hesitate to download our one-to-one marketing eBook. We’re excited to help transform your marketing strategy and drive your business forward!

Don’t waste any more time—start transforming your campaigns with one-to-one personalization today!

Remember, if you have any questions or need more information, our team is happy to help.