machine learning for marketers - friendsofsearch.nl · maps parsing local search translate text,...
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Confidential & ProprietaryConfidential & Proprietary
Machine Learning for Marketers
Matthew Feigal, Google Wind (and Google Cloud)
@mattfgl
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@mattfgl
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@mattfgl
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Artificial intelligenceThis science of making things smart
Machine learningMachines that learn to be smarter
@mattfgl
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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
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How would we do this without ML?
@mattfgl
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How would we do this without ML?
@mattfgl
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How would we do this without ML?
@mattfgl
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What about a dog, ice cream, marshmallows and bagels?
@mattfgl
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Not so fast...
@mattfgl
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Confidential & ProprietaryGoogle Cloud Platform 12
How does a Neural Network work?
@mattfgl
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Confidential & ProprietaryGoogle Cloud Platform 13
How does a Neural Network work?
@mattfgl
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Machine Learning at Google
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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
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@mattfgl
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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
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[beach]Google Photos
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Google app
20%of mobile searches are via voice
@mattfgl
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Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Personalize ads at scale
@mattfgl
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Apply Machine Learning in your projects
Pre-Trained ModelsTrain your own
@mattfgl
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Confidential & Proprietary
PUT ON YOUR THINKING HATS
"AI shines in problems where the goals are
understood, but the means aren’t"
(Yonatan Zunger)
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What does this mean for marketers and agencies?
Predict Campaign
Effectiveness
Make customer interaction
more natural
Facilitate Customer
SegmentationPersonalize Ads at
Scale
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Personalize ads at scale
@mattfgl
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Facilitate customer segmentation
@mattfgl
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Marketing Lists
DoubleClick
Campaign Manager
Google Analytics 360
KLM.com app, web
Datalake
BigQuery
Many Other Channels
@mattfgl
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Prediction and real time decision:
“Which Ad for this user?”
@mattfgl
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mediabrandsadvision.nl
Predict campaign effectivenessCloud
Vision API
@mattfgl
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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
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Make customer interaction more natural
@mattfgl
![Page 31: Machine Learning for Marketers - friendsofsearch.nl · Maps Parsing local search Translate Text, graphic and speech translation Cardboard Smart stitching Photos Photos search @mattfgl](https://reader031.vdocuments.net/reader031/viewer/2022040706/5e066d10eb238425653f3fda/html5/thumbnails/31.jpg)
Make customer interaction more natural
@mattfgl
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Speech to Text Text to Information
Information to Action
Destination: “London”
Tickets: “2 Adults”
Dates: “___”
KLM takes Action
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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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Confidential & Proprietary
Thank you!
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Confidential & Proprietary