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Model-driven marketing at Microsoft
- 5. Key steps for outcome-driven marketing Pick a measurable outcome and stick with it Use prediction to identify your audience Optimize to match the right messages to the audience
- 7. Decision Engine Model Library Define goal Qualify audience Data Customer data Product data Campaign data Azure Data Lake HDInsight
- 8. Decision Engine Model Library Define goal Qualify audience Data Customer data Product data Campaign data Azure Data Lake HDInsight
- 9. Buys a Win10 PC, sets it up Day 0 Generic welcome email Installs Office, downloads Chrome Day 4 Customized engagement email Sets up OneDrive, tries Edge Signs up for MS Account, downloads from Store Day 7 Customized engagement email
- 10. The Big Question “Will I be replaced by a robot?
- 12. 2. Focus on outcomes, not actions 3. Treat everything as an experiment 4. Set guardrails 5. Use data to generate new ideas 6. Build deep Marketing/Data Science partnership 1. Humans plus machines, not vs machines
Editor's Notes
- Reframe this slide to be around customer-centricity?
- Three dimensions of complexity: Who to touch What to tell them Where/when to reach them
- In golf, your outcome for a hole is how many strokes it took you to sink the ball Your goal is to use as few strokes as possible Your target is the par for the course For most holes you need to continuously optimize your approach – you can’t aim for a hole in one on every hole
- Key questions: What are we trying to make happen? Who do we think will (most likely) do that thing? What communication will they respond to best? “Don’t let the perfect be the enemy of the good”
- Notes: New users may qualify in to the audience over time Can run many models for the audience – becomes a next-best action scenario (user gets comms based on most predictive model) Make this into a build to show more advanced components being added
- Notes: New users may qualify in to the audience over time Can run many models for the audience – becomes a next-best action scenario (user gets comms based on most predictive model) Make this into a build to show more advanced components being added
- Notes: New users may qualify in to the audience over time Can run many models for the audience – becomes a next-best action scenario (user gets comms based on most predictive model) Make this into a build to show more advanced components being added
- Some results for this slide?