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Confidential & ProprietaryConfidential & Proprietary
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
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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