The Marketing cloud from Salesforce offers a suite of products for marketers to establish a one-to-one journey with their customers. The product consists of the following applications:

• Email Studio: This offers marketers the ability to send emails with personalized and dynamic content from Salesforce sales, service, or any other data source
• Social Studio: This offers marketers the ability to publish, engage, and analyze sentiments of customers from various social channels
• Mobile Studio: This offers marketers the ability to send SMS, MMS, and personalized push messages
• Advertising Studio: This manages ads and campaigns
• Web Studio: This creates websites and landing pages and tracks actions taken by customers

In the past, marketers had to assign values to their customers. Let's say a marketer wanted to identify customers who were likely to unsubscribe from their email newsletter. They might handpick a segment of customers, turn it over to a data analyst for evaluation, and wait for results. This process doesn't happen in real time, and it may not always work.

In contrast, machine learning can automatically discern those customers who are most engaged from those who are most likely to unsubscribe by generating an engagement score for each person. Then, each specific segment can be reached with a highly targeted journey automatically.

Salesforce Einstein adds a predictive capability to email and Social Studio. In the next section, we will briefly touch base on some of the capabilities added by Salesforce Einstein for marketing the cloud platform.