We are about to get Einstein Engagement Frequency and I can see one potential hiccup with us using it.
We have Salesforce CRM and the Marketing Cloud Connector configured. Our source of truth for subscription management sits within CRM. We have a custom profile centre in Marketing Cloud that directly updates CRM for, amongst other things, unsubscribes.
Because of this, we no longer change subscribers' statuses on All Subscribers in MC. Everyone is marked as Active (unless they make a spam complaint) and we manage their status for marketing emails purely via the Marketing Cloud Connector and automations. This works well.
From what I can gather regarding Einstein Engagement Frequency, it does look at unsubscribes when building it's recommendations. I am assuming this unsubscribe data comes from the _Unsubscribe data view?
In our case, the _Unsubscribe data view is basically empty (since, as I mentioned, we manage all this via CRM and a custom profile centre).
Does anyone know what, if any, impact this will have on Einstein Engagement Frequency producing reliable recommendations?
(I know that might be difficult or impossible to answer as it's a black box to some degree. But worth a shot.)