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Machine Learning for Marketers

Matthew Feigal, Google Wind (and Google Cloud)

@mattfgl

@mattfgl

@mattfgl

Artificial intelligenceThis science of making things smart

Machine learningMachines that learn to be smarter

@mattfgl

We achieve one Human Race capability for One Cent around the year 2059

We achieve one Human Brain capability for One Cent around the year 2037

We achieve one Human Brain capability for $1,000 around the year 2023

We achieve one Human Race capability for $1000 around the year 2049

@mattfgl

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Human-powered image detection

How would we do this without ML?

@mattfgl

How would we do this without ML?

@mattfgl

How would we do this without ML?

@mattfgl

What about a dog, ice cream, marshmallows and bagels?

@mattfgl

Not so fast...

@mattfgl

Confidential & ProprietaryGoogle Cloud Platform 12

How does a Neural Network work?

@mattfgl

Confidential & ProprietaryGoogle Cloud Platform 13

How does a Neural Network work?

@mattfgl

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Machine Learning at Google

Search

RankBrain helps process Google

search results and provides more

relevant search results for users

machine learning for search engines

signalfor search ranking

out of hundreds

#3

improvementto ranking quality

in 2+ years

#1

@mattfgl

Machine learning is already improving many of our products

SearchSearch ranking

Speech recognition

AndroidKeyboard & speech input

PlayApp recommendations

Game developer experience

GmailSmart reply

Spam classification

DriveIntelligence in Apps

ChromeSearch by image

AssistantSmart connections

across products

YouTubeVideo recommendations

Better thumbnails

MapsParsing local search

TranslateText, graphic and speech

translation

CardboardSmart stitching

PhotosPhotos search

@mattfgl

[beach]Google Photos

Google app

20%of mobile searches are via voice

@mattfgl

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

Personalize ads at scale

@mattfgl

Apply Machine Learning in your projects

Pre-Trained ModelsTrain your own

@mattfgl

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PUT ON YOUR THINKING HATS

"AI shines in problems where the goals are

understood, but the means aren’t"

(Yonatan Zunger)

What does this mean for marketers and agencies?

Predict Campaign

Effectiveness

Make customer interaction

more natural

Facilitate Customer

SegmentationPersonalize Ads at

Scale

Personalize ads at scale

@mattfgl

Facilitate customer segmentation

@mattfgl

Marketing Lists

DoubleClick

Campaign Manager

Google Analytics 360

KLM.com app, web

Datalake

BigQuery

Many Other Channels

@mattfgl

Prediction and real time decision:

“Which Ad for this user?”

@mattfgl

mediabrandsadvision.nl

Predict campaign effectivenessCloud

Vision API

@mattfgl

Make customer interaction more natural

“Hi Ocado,I love your website. I have children so it’s easier for me to do the shopping online. Many thanks for saving my time!Regards”

Feedback Customer is happy500,000 active customers

Sentiment AnalysisNatural Language API

@mattfgl

Make customer interaction more natural

@mattfgl

Make customer interaction more natural

@mattfgl

Speech to Text Text to Information

Information to Action

Destination: “London”

Tickets: “2 Adults”

Dates: “___”

KLM takes Action

For MarketeersFind use cases

Find your data

March 1: Dutch Chatbot User Group: meetup.com/DCUGNL DialogFlow and Google Assistant

For your Techies

Meet your techies!

Monthly: meetup.com/gdgcloudnl/ - Google Developer Group Cloud

March 30: Tensorflow Developer Summit

Say hi! @Mattfgl

What’s next?

@mattfgl

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Thank you!

Confidential & Proprietary