Insights and Analytics14% of the exam
Einstein scoring, frequency, send time and content features
Which Einstein feature answers which campaign question (Engagement Scoring and its personas, Engagement Frequency, Send Time Optimization, Copy Insights, Content Selection and Testing, Messaging Insights, Metrics Guard), the data each needs, and how scores reach segments and journeys.
Given a customer scenario, recommend an Einstein product that will analyze campaign effectiveness.
~5 min read · 10 practice questions ·
What the exam expects
- Recommend the Einstein feature that matches a campaign question: who will engage, when to send, how often, which words or content work, and when performance changes.
- State the data Einstein needs (7, 28 and 90 days of history) and where it is available by edition.
- Read Engagement Scoring personas and pick the targeting tactic for each, and pick the Einstein Scoring Split option for a journey requirement.
- Explain Engagement Frequency's data rules: 28 days, commercial emails only, at least five sending variants.
- Explain why opens are a weaker Einstein signal now and what Metrics Guard does.
- Key terms: Engagement Scoring (predicted likelihood to open, click, stay subscribed or convert); persona (a group from a blended, click-led score); sending variant (a distinct email sending pattern); Einstein Scoring Split (a journey split on a score or persona); Content Selection (open-time content experimentation).
Key facts
Einstein history thresholds
- Detail
- Minimum 7 days, recommended 28, optimal 90
Einstein editions (M&J)
- Detail
- Professional add-on, Corporate, Enterprise, Enterprise+
Score data extensions
- Detail
- MC_Einstein_Predictive_Scores, Einstein_MC_MobilePush_Scores in JourneyIQ
Persona score
- Detail
- Blended, clicks primary, updated daily
Scoring Split options
- Detail
- Persona, Open, Click, Unsubscribe, Web Conversion Likelihood
Engagement Frequency window
- Detail
- Past 28 days, commercial emails only
Engagement Frequency minimum
- Detail
- Five sending variants in 28 days
Messaging Insights
- Detail
- Header badge alerts on anomalies in sends and journeys
Metrics Guard
- Detail
- Tells real opens from bot opens
Sources for this section (5)
- Feature Overviewhelp.salesforce.com (opens in a new tab)
- Engagement Scoring Benefitstrailhead.salesforce.com (opens in a new tab)
- Use Engagement Personastrailhead.salesforce.com (opens in a new tab)
- Einstein Engagement Frequencyhelp.salesforce.com (opens in a new tab)
- Using Einsteinhelp.salesforce.com (opens in a new tab)
- Why does Einstein use open splits sparingly now?
- When does the Web Conversion Likelihood split option become usable?
- Which image files can Einstein Content Tagging tag?
- What happens to subscribers without enough data for an Engagement Frequency score?
The questions are free to read. Answers with their sources and self-grading are included with the pack.
Keep reading with the Marketing Cloud Engagement Specialist pack
- Core concepts
- Exam traps
- Worked scenario
The pack includes:
- All 31 lessons of the Marketing Cloud Engagement Specialist guide, with reading progress
- Interactive decision walks and step-by-step sequence steppers
- Practice exams purchase adds inline bank questions and topic practice (10 questions for this lesson)
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