Machine Learning for Marketers Matthew Feigal, Google Wind (and Google Cloud) @mattfgl Confidential & Proprietary Confidential & Proprietary @mattfgl @mattfgl Artificial intelligence This science of making things smart Machine learning Machines that learn to be smarter @mattfgl We achieve one Human Race capability for One Cent around the year 2059 We achieve one Human Race capability for $1000 around the year 2049 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 @mattfgl Human-powered image detection Confidential & Proprietary 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 How does a Neural Network work? Google Cloud Platform Confidential & Proprietary @mattfgl 12 How does a Neural Network work? Google Cloud Platform Confidential & Proprietary @mattfgl 13 Machine Learning at Google Confidential & Proprietary #1 Search improvement to ranking quality machine learning for search engines in 2+ years RankBrain helps process Google search results and provides more relevant search results for users #3 signal for search ranking out of hundreds @mattfgl Machine learning is already improving many of our products Search Android Play Gmail Search ranking Keyboard & speech input App recommendations Smart reply Speech recognition Game developer experience Spam classification Chrome Drive YouTube Assistant Search by image Intelligence in Apps Video recommendations Smart connections Better thumbnails across products Maps Cardboard Translate Photos Parsing local search Smart stitching Text, graphic and speech Photos search translation @mattfgl Google Photos [beach] 20% of mobile searches are via voice Google app @mattfgl Proprietary + Confidential Personalize ads at scale Source: Lorem ipsum dolor sit amet, consectetur@mattfgl adipiscing elit. Duis non erat sem Apply Machine Learning in your projects Train your own Pre-Trained Models @mattfgl PUT ON YOUR THINKING HATS "AI shines in problems where the goals are understood, but the means aren’t" (Yonatan Zunger) Confidential & Proprietary What does this mean for marketers and agencies? Personalize Ads at Facilitate Customer Predict Campaign Make customer interaction Scale Segmentation Effectiveness more natural Personalize ads at scale @mattfgl Facilitate customer segmentation @mattfgl DoubleClick Campaign Manager Google Analytics 360 Marketing Lists Datalake BigQuery KLM.com app, web Many Other Channels @mattfgl Prediction and real time decision: “Which Ad for this user?” @mattfgl Predict campaign effectiveness Cloud Vision API mediabrandsadvision.nl @mattfgl Make customer interaction more natural Sentiment Analysis Natural Language API “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 happy 500,000 active customers @mattfgl Make customer interaction more natural @mattfgl Make customer interaction more natural @mattfgl Destination: “London” Tickets: “2 Adults” Dates: “___” Speech to Text Text to Information Information to Action KLM takes Action What’s next? For Marketeers Find 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 @mattfgl Thank you! Confidential & Proprietary Confidential & Proprietary.