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Amplifying marketer ingenuity
Elisabeth England
Sales Director- Microsoft Search Advertising.
AI transformation
A new
technology
paradigm
Everyday AI
Netflix recommendation Waze navigation O365 focused inbox
What is AI?
Powerful algorithmsCompute powerBig data
Why now?
Microsoft’s commitment to creating AI for good
Inclusion Education Health care Earth
Microsoft’s commitment to creating AI for good
Inclusion Education Health care Earth
Microsoft’s commitment to creating AI for good
Inclusion Education Health care Earth
How does AI apply to Bing?
Agent
We're going to harness artificial
intelligence to fundamentally
change how we interact with
technology with the adve...
Locations
Demographic
profile
Content
preferences
Personal data
Domain
preferences
Personal Connections
Entities of
intere...
Add more intelligence to your data strategy
2.5 billion
entities
148 million
users
1.5 billion
entities
500 million
member...
Connect to audiences Automation to drive
efficiency and reasoning
Personalisation and new
experiences
and cognitive
APIs
A...
Connect and engage
In-Market Audiences
✓ Bing’s predictive intelligence identifies users who
have shown purchase intent signals within a part...
An audience marketing
solution powered by the
Microsoft Graph and
artificial intelligence (AI).
Coming October 2018- The M...
Personalised experiences
HomeAdvisor chatbot example
Bot Services
✓ Azure Bot Service enables you to build chatbots that can scale
new services and...
Results:
• Over 494k people have visited TasteFace to date and have spent 2.5
minutes, on average, playing with the conten...
Automate to drive efficiencyAutomate and Reason
s
Reasoning:
Predictive search and analytics- takes the guess
work out of marketing decisions.
Sales data, trend
reports, co...
Connect to audiences Automation to drive
efficiency and reasoning
Personalisation and new
experiences
Bing can help you wi...
LET’S DO AI
Let’s do AI – How Artificial Intelligence is Amplifying Human and Also Marketing Ingenuity
Let’s do AI – How Artificial Intelligence is Amplifying Human and Also Marketing Ingenuity
Let’s do AI – How Artificial Intelligence is Amplifying Human and Also Marketing Ingenuity
Let’s do AI – How Artificial Intelligence is Amplifying Human and Also Marketing Ingenuity
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Let’s do AI – How Artificial Intelligence is Amplifying Human and Also Marketing Ingenuity

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From Click Consult's Benchmark Search Conference 2018, Hilton Manchester Deansgate, 5th September. Presented by Ellie England, Sales Director, Bing Ads

Publié dans : Marketing
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Let’s do AI – How Artificial Intelligence is Amplifying Human and Also Marketing Ingenuity

  1. 1. Amplifying marketer ingenuity Elisabeth England Sales Director- Microsoft Search Advertising.
  2. 2. AI transformation A new technology paradigm
  3. 3. Everyday AI Netflix recommendation Waze navigation O365 focused inbox
  4. 4. What is AI?
  5. 5. Powerful algorithmsCompute powerBig data Why now?
  6. 6. Microsoft’s commitment to creating AI for good Inclusion Education Health care Earth
  7. 7. Microsoft’s commitment to creating AI for good Inclusion Education Health care Earth
  8. 8. Microsoft’s commitment to creating AI for good Inclusion Education Health care Earth
  9. 9. How does AI apply to Bing?
  10. 10. Agent We're going to harness artificial intelligence to fundamentally change how we interact with technology with the advent of intelligent agents, and conversational interfaces Cortana Xiaoice Zo Services We’ll make these same intelligent capabilities that are infused in our own apps available as open programming interfaces, for every developer in the world Bot Framework Cognitive Services Cortana Intelligence Applications We’re going to infuse every application that we interact with, on any device, at any point in time, with intelligence Office 365 Dynamics Infrastructure We’re building the world’s most powerful AI supercomputer and using this infrastructure to tackle AI challenges, large and small Azure Machine Learning Democratising AI – For every person and every organisation
  11. 11. Locations Demographic profile Content preferences Personal data Domain preferences Personal Connections Entities of interest Search Search history Purchase history Product interests Product categories Demographics Great AI needs great data $1.6 trillion additional business value captured by companies that are leaders in using data assets to their advantage* *Source IDC, 2014 Customer data Web activity Brand preferences
  12. 12. Add more intelligence to your data strategy 2.5 billion entities 148 million users 1.5 billion entities 500 million members 120 million monthly commercial active users
  13. 13. Connect to audiences Automation to drive efficiency and reasoning Personalisation and new experiences and cognitive APIs AI is creating an opportunity for marketers
  14. 14. Connect and engage
  15. 15. In-Market Audiences ✓ Bing’s predictive intelligence identifies users who have shown purchase intent signals within a particular category, including searches and clicks on Bing and page views on Microsoft services. Custom Audiences ✓ Enables you to bring your own rich first-party customer data into Bing Ads via your Data Management Platform Remarketing in Paid Search ✓ Another opportunity to convert or engage with customers. Reach new Audiences +28% CTR* +48% CVR* *Source: Microsoft internal data; pilot performance data from verticals including Travel, Autos and Financial Services using “bid only” targeting on Bing owned and operated traffic, July 2017. In-Market Audiences
  16. 16. An audience marketing solution powered by the Microsoft Graph and artificial intelligence (AI). Coming October 2018- The Microsoft Audience Network
  17. 17. Personalised experiences
  18. 18. HomeAdvisor chatbot example Bot Services ✓ Azure Bot Service enables you to build chatbots that can scale new services and help you provide better support to your customers. Bot Framework ✓ Bot Framework provides developers with the tools to create intelligent bots that interact with users in a natural way. Cognitive Services ✓ Cognitive Services enable your bot to see, hear, interpret and interact in more human ways.
  19. 19. Results: • Over 494k people have visited TasteFace to date and have spent 2.5 minutes, on average, playing with the content. • The Campaign beat X-Factor to the top trending spot on Twitter. • Within the first 6 weeks over 50k samples of Marmite - currently 132K. “With TasteFace we are encouraging the British public to try Marmite, butter their toast and discover their fate - are they lovers or haters? We know that some people have written off Marmite in the past, so innovations like TasteFace, while fun, also serve a real purpose, by encouraging people to give it a go.” - Philippa Atkinson, Marmite Brand Manager, Unilever
  20. 20. Automate to drive efficiencyAutomate and Reason s
  21. 21. Reasoning: Predictive search and analytics- takes the guess work out of marketing decisions. Sales data, trend reports, consumer panel data, financial reports, and more Collect Customer data and take it to Cortana Intelligence Microsoft’s search engine, browser, offline web, social, and other platforms Enrich data with unique consumer web and social signals Apply Cortana Intelligence machine learning Improved Actionable Insights Results
  22. 22. Connect to audiences Automation to drive efficiency and reasoning Personalisation and new experiences Bing can help you with this today
  23. 23. LET’S DO AI

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