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Media in Transformation: A Technology Perspective

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Learn about the future or and challenges in media and marketing and Microsoft’s platform for transformation.

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Media in Transformation: A Technology Perspective

  1. 1. 2 We are the only company with history and continued focus in building platforms and ecosystems that create broad opportunity Satya Nadella, CEO, Microsoft Microsoft’s Mission The Future of Media & Marketing Challenges in Media and Marketing A Scenario: Personalized Marketing A Platform for Transformation Our Partnership
  2. 2. We are the only company with history and continued focus in building platforms and ecosystems that create broad opportunity Satya Nadella, CEO, Microsoft Microsoft’s Mission The Future of Media & Marketing Challenges in Media and Marketing A Scenario: Personalized Marketing A Platform for Transformation Our Partnership
  3. 3. Empower every person and every organization on the planet to achieve more Create more personal computing Reinvent productivity & business process Build the intelligent cloud Microsoft’s Mission Machine Learning
  4. 4. Microsoft’s Mission The Future of Media & Marketing Challenges in Media and Marketing A Scenario: Personalized Marketing A Platform for Transformation Our Partnership
  5. 5. Channels Services Offerings Traditional „appointment TV“ Multichannel content experiences Personalized content offerings - anytime, anywhere, any device SILVER SURFER > 64 YEARS DIGITAL IMMIGRANTS 30..64 YEARS DIGITAL NATIVES < 29 YEARS my Control D A T A Audiences The Future of Media Towards personalized content experiences
  6. 6. Customer-Centered What if our marketing could be valuable to the consumer and help them move along the customer jouney? Integrated What if we had one solution for all our media targeting and content optimization. Working across broadcast, print, online, and social media? When marketing places the consumer at the center it not only creates a better experience for consumers, it increases return for the brand. Personalized What if we could make every piece of content we share with consumers personalized to them? Optimized What if your marketing was automatically working to help you achieve your goals? The Future of Marketing Towards personalized marketing experiences
  7. 7. Microsoft’s Mission The Future of Media & Marketing Challenges in Media and Marketing A Scenario: Personalized Marketing A Platform for Transformation Our Partnership
  8. 8. Disparate and Unclean Data Data gathered from different internal and external data sources often contains incomplete and inaccurate data, and duplicates, and is structured differently. Challenges in Media – and Marketing Why creating personalized content and marketing experiences is difficult Multi-Device/Multi-Service Tracking People use multiple devices and services now and tracking users between devices and services for a seamless interaction is extremely hard. User Data LoB systems Social Net- works Adver- tising Inter- net (Web, IoT) 3rd Party Data Mobile Apps Customer Journey Tracking Currently it is hard to treat people differently depending on where they are in their customer journey. Awareness Consideration Preference Purchase Satis- faction Referral Re- purchase
  9. 9. Disparate and Unclean Data POS Loyalty ERPEcomm CRM DMP DSP Publisher Website Listening Email Social Paid Search Location Mobile Financial Video Broadcast Broadcast One View of the Customer POS Loyalty ERP Ecomm CRM DMP DSP Publisher Website Listening Email Social Paid Search Location Mobile Financial Video Broadcast Broadcast Disparate Data Hides the Consumer Data Consolidation Consolidated Data Provides Holistic View of the Consumer Why creating personalized content and marketing experiences is difficult
  10. 10. Multi-Device and Multi-Service Tracking Why creating personalized content and marketing experiences is difficult
  11. 11. Special Offer EMail Search Social Channels Store Price Comparison Mobile eCommerce Shop Deal Social Channels eCommerce Shop Special Offer EMail Mobile Talk Store Coupon E-Mail Campaign Display AD Campaign Re-Targeting Campaign Social Listening Coupon Campaign Social Media Campaign Data Driven Targeting Campaign Up Selling Campaign Cross Selling Campaign Shoe Magazine RTA Agency/ Networks Agency/ Networks DMP Agency/ Networks DMPDMP Agency/ Networks DMP Agency/ Networks Customer Journey Tracking Why creating personalized content and marketing experiences is difficult
  12. 12. Microsoft’s Mission The Future of Media & Marketing Challenges in Media and Marketing A Scenario: Personalized Marketing A Platform for Transformation Our Partnership
  13. 13. 15 Company – Expo, a smart watch company Need – To introduce their second gen smart watch (the Echo) with natural-language voice control Goals: The Brief E 40% awareness for the product in the first three months 100,000 units in the first 3 months of sales
  14. 14. 16 1. Research and strategy development E Research CRM Media Metrics ERP POS DMP Social Integrated view of the data through Power BI to find the ideal target and messaging. Personas Microsoft Predictive Analytics shows the two most relevant personas for the Echo Device Emma Women 30-40 2+ Kids $100K+ HH Income Owns Current Gen Smartphone Works Full Time Edgar Men 25-35 Single $75K+ HH Income Travels for Business Works Full Time Online Video Media Microsoft Predictive Analytics shows which media types and formats will be most effective Keyword Focus – • Save Time • Simple • Manage Activities • Share Information • Introduction Price Creative Microsoft Predictive Analytics determines the most relevant messages and content Keyword Focus – • Get More Done • Improve Productivity • Attractive • New • Special Invite Offer Programmatic Display Mobile Search TV Online Radio Programmatic Display TV Search Mobile
  15. 15. 17 2. Planning E Media Creative Determines media placements, timeline allocation, estimated GRP and impression levels. Microsoft Dynamics Marketing provides Expo a complete integrated marketing management and planning solution. Plan timeline and resource workflows along with budget management. Manage all your assets in one place and collaborate as a team.
  16. 16. 18 3. Placement E No Guesswork Media Placement Placements are made on a wide variety of medias and providers and is continuously monitored and optimized based on your KPI’s Emma Women 30-40 2+ Kids $100K+ HH Income Owns Current Gen Smartphone Works Full Time Edgar Men 25-35 Single $75K+ HH Income Travels for Business Works Full Time Put in the targets and Microsoft Media Placement tool recommends the best placements Programmatic Google Bing/MSN Social TV Video Mobile Set in motion the multivariate creative plan Images Offers Colors Landing Pages Headlines Lengths Formats
  17. 17. 19 4. Customer-centered integrated execution E Emma Women 30-40 2+ Kids $100K+ HH Income Owns Current Gen Smartphone Works Full Time Edgar Men 25-35 Single $75K+ HH Income Travels for Business Works Full Time Eddie Customer-centered marketing is much more than just demos and placements. It is focused around individuals: their likes, interests and behaviors. Instead of yelling our message at Ellie and Eddie, let’s see how we can interact with them in a personal way. Ellie
  18. 18. 20 4. Customer-centered integrated execution E Ellie Eddie Awareness Exploration As Simple as saying “What’s my heart rate?” Learn More The Dynamic Content Optimization solution determines the best image to place that resonates with Ellie, along with the most effective CTA button color It’s Simplified my Life “Chris Pratt” Learn More The Dynamic Content Optimization solution works with video as well, giving Eddie the video that best fits his profile and has the best chance for an action Custom landing page targeted to Ellie’s browsing history and social conversations. Try it on with your XBOX Ellie’s LiveID tells us she has an XBOX, so we invite her to use the Echo interactive app. Custom landing page targeted to Eddie’s browsing history and social conversations. Demo it on your phone! Eddie is visiting the page via his mobile device. Because of this we target him to download the mobile app to test the voice recognition of the Echo. Tracks Elevation! Know exact running route!
  19. 19. 21 Ellie Eddie Preference With XBOX Kinect, Ellie can virtually try on the watch and see how it might look on her wrist. She can also try different colors and see which one she likes the best. On his mobile device, Eddie can interact with the device and play with the voice commands to see if he likes it. Custom art in the Facebook ad showing Ellie the exact color she spent the most time with on the XBOX. Content changes to a complete message since Ellie is clearly deep in research based on website behavior. A new remarketing ad featuring a competitive review since Eddie spent a lot of time on the comparison page on the site Engadget is chosen based on his twitter and web browsing behavior. “Say Something” Buy Now Discover how Echo stacks up vs the competition. Echo makes using a smartwatch as simple as talking Echo WWW.EchoWatch.com Echo Watch Highest rated smartwatch ever. “Finally a easy to use smartwatch” Engadget 4. Customer-centered integrated execution E
  20. 20. 22 Ellie Eddie Purchase Custom content based on Ellie’s interest and likes. Custom content based on Eddie’s interest and likes. Ellie decides to purchase her Echo online via the Echo’s customized website As Eddie walks by a store that carries the Echo, he receives a message asking him to come try the device on. He does and the purchase is then made. Why Jennifer wears Echo! Why Chris wears Echo! 4. Customer-centered integrated execution E
  21. 21. 24 The Recommendation Engine: Azure Machine Learning Easy to setup and integrate decision engine Media & Creative is consumed Azure ML learns what works best for each audience Azure ML tells your DMP what to optimize Targeted Demo Media Vehicles Creative Landing Page Offers 5. Optimization E
  22. 22. 25 Ellie Eddie Reporting with ease to find Insights One dashboard for all your marketing data. Get a complete holistic view of your omnichannel marketing program and discover insights and recommendations to improve the program. 6. Reporting E
  23. 23. 26 1. Ellie Eddie Research & Strategy Development Execution Planning Reporting Optimization 2. 4. 5. 6. Customer-Centered, Personalized Experiences Microsoft provides the platform for delivering customer-centered, personalized experiences E
  24. 24. Microsoft’s Mission The Future of Media & Marketing Challenges in Media and Marketing A Scenario: Personalized Marketing A Platform for Transformation Our Partnership
  25. 25. Organize, Analyze and Visualize Data Take inventory of all data sources and run them through Microsoft’s Azure Machine learning customer organization algorithms to unify customer list, visualize insights, and develop personas How can Microsoft help? Enabling future media and marketing with key technologies, services, and platforms Track Consumers Across Devices and Services With Microsoft’s ID’s we can determine who is using what device and if a consumer has moved from one device to the other. A Complete Platform Ecosystem Microsoft has all the tools needed to easily setup and deploy a complete customer centric marketing data platform. Everything from physical hardware, cloud solutions, visualization, ad inventory, CRM’s, etc. CRM Media Metrics ERP POS DMP Social Men 25-35 Single $75K+ HH Income Travels for Business Works Full Time Microsoft ID Microsoft Data Platform Microsoft Business Intelligence
  26. 26.  100+ datacenters  One of the top 3 networks in the world (coverage, speed, connections)  2x AWS and 6x Google number of offered regions  G Series – Largest VM available in the market – 32 cores, 448 GB Ram, SSD… Operational Announced Central US Iowa West US California North Europe Ireland East US Virginia East US 2 Virginia US Gov Virginia North Central US Illinois US Gov Iowa South Central US Texas Brazil South Sao Paulo West Europe Netherlands China North * Beijing China South * Shanghai Japan East Saitama Japan West Osaka India West TBD India East TBD East Asia Hong Kong SE Asia Singapore Australia West Melbourne Australia East Sydney * Operated by 21Vianet Microsoft Cloud A highly efficient, globally available, secure cloud platform
  27. 27. Microsoft Cloud
  28. 28. Microsoft Cloud
  29. 29. Microsoft Data Platform and Business Analytics Creating a 360° view of the consumer Semi-suctured e.g. web ltrogs, beacon data, RFID data, “the Internet of things” LoB Applications MediaOcean, BARB, Comscore, Nielsen, ERP, CRM, … Analytical Platform System E T L EDW DM DM DM Excel Power Query, PowerPivot, Power View, Power Map known data sources, known data structures Media Research Media Planning Ad Placement Campaign Analysis Structured e.g. circulation, TV viewership, impressions, ad bookings, media spend, dates TOOLS APPLICATIONDATA TYPES DATA SOURCES INFRASTRUCTURE Sites & Devices Logs Bots Crawlers Azure Machine Learning (Pig, R, Map/Reduce) Identifying patterns and predicting consumer behaviour POLYBASE Un-structured e.g. social media posts, blogs, e-mail, video, audio, … Social & Comms Facebook Twitter YouTube E-Mail Text Indexing Speech-to-Text Sentiment Analysis Object Recognition Search and Semantic Networks unknown data sources, unknown data structures Understanding and engaging with the consumer Hadoop
  30. 30. Azure Active Directory B2C Managing customer identities
  31. 31. Azure Mobile Engagement Connecting with the consumer at the right time, in the right place Out-of-app or System Push Deeplink to Native Pages Popup Text Rich/HTML Page In-app Push Poll / Q&A
  32. 32. Azure Machine Learning Customer Insight with Azure ML – from Data to Results Azure Portal ML Studio ML API service Azure Ops Team Data Scientists Developers
  33. 33. Recommendations API Microsoft Azure Machine Learning Azure Machine Learning: Recommendations Item-to-Item and Customer-to-Item Recommendations http://azure.microsoft.com/en-us/documentation/articles/machine-learning-azure-ml-customer-churn-scenario/
  34. 34. We are the only company with history and continued focus in building platforms and ecosystems that create broad opportunity Satya Nadella, CEO, Microsoft Microsoft’s Mission The Future of Media & Marketing Challenges in Media and Marketing A Scenario: Personalized Marketing A Platform for Transformation Our Partnership
  35. 35. proprietary and confidential | 42Delivering the Moment A Shared Vision

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