What is the purpose of Einstein Behavior Scoring?

The purpose of Einstein Behavior Scoring is to score prospects whose behavior indicates readiness to buy. This tool uses advanced AI algorithms to analyze various interactions from potential customers, such as website visits, email engagement, and content consumption. By evaluating these behaviors, Einstein Behavior Scoring can assign a score that reflects the likelihood of a prospect making a purchase or taking a desired action. This enables marketers and sales teams to prioritize leads effectively and tailor their strategies to engage those who are more inclined to convert.

Understanding this functionality helps organizations use behavioral insights to refine their marketing efforts and focus resources on the most promising prospects, ultimately improving sales outcomes. The other options do not align with the primary function of the scoring, as they either focus on simpler customer identifiers or do not pertain to measuring purchase readiness.