Learning Salesforce Einstein

Learning Salesforce Einstein

Artificial Intelligence and deep learning for your Salesforce CRM

Mohith Shrivastava

BIRMINGHAM - MUMBAI

Learning Salesforce Einstein

Copyright © 2017 Packt Publishing

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Every effort has been made in the preparation of this book to ensure the accuracy of the information presented. However, the information contained in this book is sold without warranty, either express or implied. Neither the author, nor Packt Publishing, and its dealers and distributors will be held liable for any damages caused or alleged to be caused directly or indirectly by this book.

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First published: June 2017

Production reference: 1240617

Published by Packt Publishing Ltd.

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B3 2PB, UK.

ISBN 978-1-78712-689-3

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Credits

About the Author

Mohith Shrivastava has been working with Salesforce and Force.com since 2011, after he graduated from the National Institute of Engineering, Mysore.

He is currently 20X Salesforce certified and a Salesforce MVP. He has been actively contributing to Salesforce Stack Exchange. He loves coding on the SFDC platform and is skilled in Salesforce-specific languages, such as Apex, Visualforce, and the Lightning Component framework.

Mohith has authored Salesforce Essentials For Administrators for Packt, and he was also a technical reviewer for the book, Developing Applications with Salesforce Chatter. In his free time, he loves watching cricket and movies, hanging out with friends, and exploring the latest technologies related to web, mobile, and IoT.

I would like to thank my parents who have nurtured and helped me in all possible ways, my co-workers for their support, and my friends and family for believing in me. This would not have been possible without great support from the Packt editing team. Special thanks to my dear Salesforce community leaders, Jitendar Zha, Kartik Vishwanada, Abhishek Raj, Calvin, and Mukul for proofreading the content for me.

About the Reviewer

Raghuver Parupalli is a Salesforce System Architect working at a US Federal Agency. He worked on multiple projects in various sectors, such as federal government, finance, and non-profits. He is a proud alumni of the University of Houston. He holds multiple certifications from Salesforce and is a certified Scrum Master. He is also a co-leader of the Washington DC Salesforce Developer meetup.

Raghu has deep interest in Salesforce, data analytics, AI, and machine learning concepts.

I would like to thank my parents for their immense help and inspiration to me.

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Table of Contents

Preface

What this book covers

What you need for this book

Who this book is for

Conventions

Reader feedback

Customer support

Downloading the example code

Downloading the color images of this book

Errata

Piracy

Questions

Introduction to AI

Artificial Intelligence key terms

Machine Learning

Neural networks

Deep Learning

Natural language processing

Cognitive computing

Pattern recognition

Data mining

GPUs

Programming languages used for machine learning

Practical machine learning with Google Prediction API and Salesforce

Business scenario

Prerequisites

Training and prediction

Integration architecture

Setting authentication for calling API from SFDC

Drawback of this approach

Summary

Role of AI in CRM and Cloud Applications

Sales Cloud Einstein offerings

Automated Activity Capture

Lead Insights

Opportunity Insights

Account Insights

Community Cloud Einstein features

The Company Highlights feature on Chatter

Unanswered questions component for Community Builder

Creating Salesforce Communities

Recommended experts, articles, and topics

Marketing Cloud Einstein features

Social Studio Einstein features

Personalization Builder

Summary

Building Smarter Apps Using PredictionIO and Heroku

Introduction to PredictionIO

PredictionIO platform components

Architecture and integration with applications

Integration with web/mobile applications

Installation of PredictionIO

Prerequisites

Installing and configuring PredictionIO Event Server

Getting started with PredictionIO

PredictionIO DASE components and customization of Engine

Engine design

Query data structure

Predicted response design

Spark MLlib

Data

Algorithm

Serving

Deploying PredictionIO on Heroku

Heroku Buildpack for PredictionIO

Deploying an Event Server application

Deploying the Template Engine

Summary

Product Recommendation Application using PredicitionIO and Salesforce App Cloud

Introduction to Spark MLlib

Setting up the Event Server app on Heroku

Event Server code explanation

Setting up the Recommendation engine application on Heroku

PredictionIO Engine template code explanation

ServerApp

TrainApp

Setting up IntelliJ IDEA IDE for customizing PredictionIO application

Introduction to building Lightning Component for App Cloud and Community Cloud

Visualforce

Lightning Component framework

Component

JavaScript controller

JavaScript Helper

Component CSS file

Apex controller class

Building similar Recommendation Lightning Component for App Cloud

Custom settings for configuration parameters

The ProductViewCapture component

The SimilarProductRecommender component

PredictionIO commands cheat sheet

GitHub references

Summary

Salesforce Einstein Vision

Signing up for Einstein Vision account

Explore Einstein Vision APIs

Creation of dataset

Creating a dataset from a zip file asynchronously

Get status of the upload

Train the dataset

Get status of the training

Prediction with image file

Set up the Heroku add-on for Einstein Vision Services

Authorization setup

Procfile

Obtaining the access token from Private Key

Building Node.js application using Einstein Vision on Heroku using React

Building React UI for image upload

Scaffolding a React App

The index.js file

The App.js file

The results.js file

Middleware using Express

The Episode7 module

The update-token.js file

The fileupload.js file

Testing the application on localhost

Deployment on Heroku instance

Limitations of the application

Summary

Building Applications Using Einstein Vision and Salesforce Force.com Platform

Set up authorization between Salesforce and Einstein Vision APIs

Remote Site settings for Einstein API

Securing Private Key

Apex code utility to obtain access token

Constructing JWT Encoded Body

JWT Bearer token exchange

Creating and training dataset via Apex

Creating dataset using Apex

Monitoring status of training

Train dataset using Apex

Creating an administration app for creating and training dataset

Data model

Application and tabs

Trigger automation for dataset creation and training the model

Creating Lightning Components to recognize image

Summary

Einstein for Analytics Cloud

Setting up Wave Analytics Cloud

Enabling access and permissions to the Analytics Cloud

Creating and assigning permission sets

Creating datasets, lenses, and dashboards

Creating a dataset

Dataflow and data manager

Creating a lens from dataset

Creating interactive dashboards

Scheduling dataflow

Using transformations to create dataset

The sfdcDigest transformation

The sfdcRegister transformation

The append transformation

The augment transformation

The computeExpression transformation

The computeRelative transformation

The delta transformation

The dim2mea transformation

The edgemart transformation

The filter transformation

The flatten transformation

The sliceDataset transformation

An update transformation

Wave Analytics SAQL, XMD 2.0, and dataset Row-Level Security

Salesforce Analytics Query Language

XMD 2.0

Row-level Security for dataset

Introduction to Einstein Data Discovery

Sign up for a trial organization

Importing Salesforce data into Einstein Data Discovery and creating stories

Creating datasets from Salesforce objects

Creating stories

Summary

Einstein and Salesforce IoT Cloud Platform

IoT Cloud key terms

State machine

Orchestration

Traffic view

IoT Cloud components

Input streams and data connections

Data Pipes and data transformation

Orchestrations

Apache Kafka on Heroku

Kafka API

Apache Kafka on Heroku

Supported languages

Node.js sample code for producers and consumers

Encrypting the connection between Kafka and the Heroku web app

Import the Kafka Node.js module

Initializing producer in your Node.js application

Publish interaction events to Kafka

Consuming Kafka messages

IoT integration on the Salesforce Force.com platform

Introducing platform events

Creating platform events

Publish platform events

Subscribe to the platform events

Using CometD to subscribe to platform events

Writing unit Apex tests for platform events

Introducing identity for the Internet of Things

OAuth 2.0 Asset Token Flow for securing connected devices

Prerequisites for implementing asset token flow in Salesforce

Asset token explorer app

OAuth 2.0 authentication flow for applications on limited input devices

Request and Response for device initiating authentication flow

Request and Response samples for polling the token endpoint

Using PredictionIO on IoT events

Summary

Measuring and Testing the Accuracy of Einstein

Measuring the accuracy of Sales Cloud Einstein

Measuring the accuracy of the Einstein Lead Scoring engine

Which lead field values affect conversion rates the most?

Salesforce report to measure the accuracy of Lead Score

Measuring the accuracy of Opportunity Insights

Building evaluation metrics for the PredictionIO systems

ML tuning and evaluation in PredictionIO

Cross Validation

Building the PredictionIO evaluation module

Accuracy

Precision and recall

The f1 score

The confusion matrix

Evaluation in PredictionIO

Measuring the accuracy of Salesforce Einstein Vision

The Get model metrics

The Get model learning curve

Summary

Preface

Artificial Intelligence is empowering a variety of web and mobile applications, making them smarter and predictable. Salesforce Einstein from Salesforce brings Artificial Intelligence to its variety of cloud offerings, adding intelligence. With Einstein added to sales, service, marketing, Community Cloud, Analytics Cloud, and IoT Cloud, enterprises can leverage the power of artificial intelligence with the Salesforce data out of box without the need for data scientists. Because Einstein services are on cloud, this avoids having to set up and maintain any hardware infrastructure.

Einstein for developers offers APIs for image recognition, and with the PredictionIO framework offered by Einstein, developers can use out-of-the-box templates provided by the PredictionIO framework to create predictive engines for any machine learning task. The primary intent of this book is to cover the breadth of Salesforce Einstein. For Salesforce developers, the book provides a comprehensive coverage of what's currently available as a part of the Einstein offering, and how they can integrate with Salesforce data. For data scientists, it gives an overview of Salesforce Cloud offerings, and how machine learning is baked into the offerings.

What this book covers

Chapter 1, Introduction to AI, familiarizes you with basic terminologies used in the field of Artificial Intelligence. Learn the basics of the machine learning system by doing a small activity and integrating Salesforce with Google Machine Learning Services.

Chapter 2, Role of AI in CRM and Cloud Applications, covers a few out-of-the-box AI components from sales, service, marketing, Analytics Cloud, and Community Cloud offerings.

Chapter 3, Building Smarter Apps Using PredictionIO and Heroku, teaches you the basics of PredictionIO by configuring and setting a simple machine learning engine. This chapter also covers installation, architecture, and integration capabilities of the PredictionIO system.

Chapter 4, Product Recommendation Application using PredicitionIO and Salesforce App Cloud, teaches you how to build a simple product recommendation application using PredictionIO. This chapter covers how you can use Apex and Lightning Component and integrate SFDC with the PredictionIO Event Server and Engine.

Chapter 5, Salesforce Einstein Vision, helps you explore and learn the Salesforce Einstein Vision API. This chapter covers how you can build a Heroku node-based web application for image recognition using Einstein Vision offerings.

Chapter 6, Building Applications Using Einstein Vision and Salesforce Force.com Platform, teaches you how to use Einstein Vision API with the Salesforce Force.com platform. It also covers how you can integrate the Einstein Vision Services using Apex.

Chapter 7, Einstein for Analytics Cloud, covers the basics of the Analytics Cloud and Einstein Data Discovery offerings.

Chapter 8, Einstein and Salesforce IoT Cloud Platform, teaches you the basics of IoT Cloud offerings, Apache Kafka on Heroku add-on, Platform Events, and Identity Management on Salesforce for IoT devices.

Chapter 9, Measuring and Testing the Accuracy of Einstein, will cover how to use Salesforce reporting to measure the accuracy of the Einstein Predictions and Recommendations, and how to test and measure performance of a machine learning model.

What you need for this book

This book assumes that the reader is familiar with programming, either as an open source developer or a Salesforce developer.

Basic knowledge of Apex

The backend language for Salesforce applications is called Apex. It is a strongly-typed object-oriented language, which is syntactically very similar to Java.

Basic knowledge of Scala

PredictionIO is a Scala application, and hence familiarity with Scala will help you understand the code better. It is strongly recommended that you should try all the code covered in the book on your own local machine and try deploying the code on the Heroku free instance.

Basic knowledge of frontend technologies such as JavaScript and HTML

Salesforce Lightning components use web technology such as JavaScript and HTML, and hence having a basic knowledge will help you a great deal.

Salesforce Developer instances and MAC OS X

You will need a Mac OS X to locally test the code covered in Chapter