Yuriy Zaytsev, Partner Lead Central & Eastern Europe at Microsoft presented successful case studies from other countries and talked about Microsoft's ambitions regarding disrupting technologies.

2. History of
making big bets
Our industry
doesn’t
respect
tradition – it
only respects
innovation
Satya Nadella
CEO, Microsoft

3. 3

4. History of
making big bets
I believe
over the next decade…
intelligence will become
ambient... made possible by
an ever-growing network of
connected devices, incredible
computing capacity from the
cloud, insights from big data,
and intelligence from
machine learning.
Satya Nadella
CEO, Microsoft

5. Reinventing
productivity &
business process
Create more
personal computing
Build the
intelligent cloud

6. “By 2017, the CMO will spend
more on IT than the CIO and control most
of the technology spending.
“

7. Great marketing starts with the customer
The shift to buyer-driven everything
7
“The "power to the people"
phenomenon is displacing
brand-centric strategies in
favor of buyer-driven
everything.” – Gartner Inc., Dec 2013

8. The Marketer’s Dilemma
Staying in step with the customer along the path to purchase
8
How do I drive more effective marketing campaigns
and simplify the complexity of execution?
Actionable
insights Responsive
teams
Digital
innovation
Multi-channel
campaigns

9. • Transform from big
data to actionable
data with marketing
insights
• Get a single, unified
view of each
customer
• Anticipate what’s
next with predictive
analytics
One marketing vision: better insights, bigger impact, built for you
9
“[Marketers] must take responsibility for the consumer experience
and drive consumer-centric measures.”
• Reach customers
with a new breed of
advertising
• Connect across
every channel
• Win customer
hearts with
immersive, social
experiences
• Inspire by
connecting across
both physical and
digital worlds
MARKETING
ANALYTICS
Bring your customer
into focus
DIGITAL
MARKETING
Be in the moments
that matter
CUSTOMER
EXPERIENCE
Innovate along the
journey

10. Create engaging digital experiences
Digital Marketing
Be in the moments that matter
“Marketing is moving towards a point where all areas of marketing have a digital element
and all of these different areas must be aligned and working as one.” - IDC, June 2014
Grow and reach a global audience
Deliver content and offers at the right
time

11. Create engaging digital campaigns
Drive excitement for a new product with unique digital experiences
“We chose Azure because we wanted to take advantage of all the PaaS services it has to
offer.”
— Mark Rodger, Head of Implementation, Hogarth
Objectives
• Generate excitement,
awareness and interest
for new product launch
• Allow fans to get a
close look at the new
product, both outside
and inside too.
Tactics
Dyson’s Agency, Hogarth
worked with Microsoft to
build a new digital
marketing micro-sites
campaign platform on
the Azure Websites
service to speed time-to-
market and lower costs.
Results
• 2.5M users in 48 hours, only
expected 150K on the first day.
• Fast and responsive for users, even
under massive use allowed designers
to add more creative features to make
experience even richer.

12. Deliver content and offers at the right time
Driving more sales with more personalized content
Azure Notification Hubs provided exactly the kind of flexible, cross-platform solution
that we needed.”
Ling Khor
Senior Product Manager, 7digital
Objectives
• Along with its music,
7digital wanted to
deliver
recommendations and
editorials to its
customers in their
mobiles apps.
Tactics
• 7digital used Azure
Notification Hubs that
allows it to push
millions of
notifications
simultaneously or
personalized ones to
individual users
Results
• Increased customer loyalty in highly
competitive digital music market.
• Very fast to market with support for
the most popular mobile devices.
• Efficiency in sending targeted
messages to select customers or in
sending millions all at once around the
world.

13. Win customer hearts with immersive,
mobile experiences
Build an emotional connection with
rich media
Customer Experience
Innovate along the journey
“In this age, the only source of competitive advantage is the one that can survive technology-
fueled disruption: an obsession with customer experience.” – Harley Manning, Forrester VP

14. Customer Experiences Drive Loyalty
Win customers with immersive mobile experiences
“We couldn’t have done shared video over an app with fans halfway around the world if
Microsoft hadn’t made it so easy for us”
Shane Whelan, Digital Communications Manager, British & Irish Lions
Objectives
• The Lions wanted to
involve the millions of
fans who could not
journey with them on
a tour halfway around
the world.
Tactics
• With Azure, the team
created a mobile app
for iOS, Android and
Windows featuring
compelling content,
interactive
competitions, near-
real-time videos, and
more.
Results
• Non-professionals easily upload near-
real-time video
• Supports tens of thousands of
simultaneous users
• Reduces development time and cost,
and hosting expense by 80 percent

15. Unlocking brand recognition with digital engagement
Allow fans to experience content through innovative and immersive ways
“We're incredibly excited about this integrated partnership opportunity. We asked
Microsoft to come up with a solution that challenged the previous conventions around
what was possible with its display offering and we're confident this interactive campaign
will excite and engage fans as they journey into the second film in the trilogy.”
— Danni Murray, Director of Media and Marketing Partnerships, Warner Bros UK & Ireland
Objectives
• Generate excitement,
awareness and interest
for The Hobbit: The
Desolation of Smaug
• Allow fans to immerse
themselves in the world
of the Hobbit wherever
they may be
• .
Tactics
Together with Microsoft,
PHD and Think Jam,
Warner Bros UK launched
a digital advertising
campaign allowing fan to
access exclusive movie
content through multiple
channels.
Results
• Utilized multiple digital channels in
order to engage their fans and
generate interest and excitement
around the film
• First ever film campaign where creative
was unified throughout all channels
providing consistent, entertaining
experience across platforms

16. Transform from big data to
actionable data with insights
Get a single, unified view of
each customer
Marketing Analytics
Bring your customer into focus
“…Nobody wants data. What they want are the answers.”
– Professor David Hand of Imperial College London, March 2014
Anticipate what’s next with
predictive analytics

17. Build data driven marketing for higher ROI
Turning customer data into targeted offers
“It gave marketing a new way to retain users and keep them interested by talking
about new aspects of the game. …Basing an email campaign on Azure’s HDInsight
Service was a big win for the marketing team”.
-Mark Vayman, Lead Program Manager, Halo Services Team
Objectives
• Understand player behavior
to improve in-game
experience, increase time in
game.
• Identify opportunities to
build additional revenue.
Tactics
• 343 Industries used
Azure during the Halo 4
launch to track multiple
game elements
including: most used
features and length of
time in game.
Results
• Improved in-game player
experience
• Targeted follow-up emails based
upon actual customer game
preferences and game play.
• Longer time in-game, higher
customer retention, additional
revenue opportunities.

18. Anticipate what’s next with predictive analytics
Using Machine Learning to delight customers
“Although the Pier 1 Imports brand is the same as it has been for more than 50
years, we are continually getting better at identifying what our customer wants,
using Microsoft Azure Machine Learning and resulting data insights”.
-Sharon Leite, EVP Sales and Customer Experience, Pier 1 Imports
Objectives
• Understand their customers
better.
• Send smarter, more
targeted offers to
customers.
• Uncover potential unknown
customer patterns and
behaviors.
Tactics
• Pier 1 partnered with
MAX451 to delight
loyalty customers by
using historical and
behavioral data to
predict what products
they want next.
Results
• Ease of use by business users
• Fast time to meaningful results
• Accessible via the cloud
• Predicting what their customer
wants, before they want it.

19. The
opportunity
of change