Can Search Be Machine Learned?
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Everywhere we look, technology is looking to predict our needs, what actions we want to take, and how to best accomplish our objectives. We have made strides in recent years in search technology, but are we anywhere near where we could be? Is it possible to intelligently automate every aspect of search campaigns without losing performance efficiency? By understanding customers better, can we accurately predict how likely they are to convert? We will explore what is attainable if heavy investment in machine learning systems is applied to paid search campaigns.
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Can Search Be Machine Learned?
- 1. Dave Schwartz | @davesch7 Can Search Be Machine Learned? 12.9.2016
- 2. 2 | Copyright © 2016 Criteo Machine learning is predicting problems and solutions everywhere Machines can… 1997 Beat the world chess champion 2011 Beat a humans at Jeopardy 2015 Achieve semi- autonomous driving 1952 Play checkers 2013 Power mainstream facial recognition 2016 Beat a professional Go player Yesterday Diagnose diabetic retinopathy better than radiologists.
- 3. 3 | Copyright © 2016 Criteo Search today still depends on human intervention
- 4. 4 | Copyright © 2016 Criteo Today's innovation still takes shortcuts ““I visited the site yesterday, and looked at jeans and shoes” “I visited the site two weeks ago and browsed purses” “ “I bought socks on sale” “ “I bought gifts for my whole family”“ Visitor L30 DAYS Purchaser L30 DAYS
- 5. 5 | Copyright © 2016 Criteo Feed Inventory Margin Sales Product History Product Attributes Top Products Seasonal Favorites High Margin BrandsLow Margin Brands All Products Today's innovation still takes shortcuts SEARCH MANAGERCATALOG MAKING SENSE CAMPAIGNS
- 6. 6 | Copyright © 2016 Criteo We are still on the green slopes
- 7. 7 | Copyright © 2016 Criteo What if your search technology considered all signals before acting? User context Market context Product context Brand Margin Sales Inventory Price Seasonal Favorites Category Similar products Time Device On site behaviorGeo Search query Trends Seasonality Competitive pricing
- 8. 8 | Copyright © 2016 Criteo Time since visit Pages visited Cart abandons Price preferences … Value $2 Value $3 What could machine learned RLSA look like Value $1
- 9. 9 | Copyright © 2016 Criteo Feed Inventory Margin Sales Product History Product Attributes Price Competitors’ offering Similar products Seasonality Device What could machine learned bidding look like
- 10. 10 | Copyright © 2016 Criteo What if we predicted the outcome of every bid change? Incremental & Aggregate Profits Incremental Losses but Aggregate Profits Incremental Losses & Aggregate Loss
- 11. 11 | Copyright © 2016 Criteo What if we understood interdependencies better? Los Angeles London 75% 20%55% 40% 25% 35%
- 12. 12 | Copyright © 2016 Criteo What if we can predict competitive pricing? What if we could bid only when we are cheap and not when we are expensive? $$ $ $ $$ $ $$ $$ $$$$ $$$$ $$$$ $$$$ $$$$ Do not bid Bid
- 13. 13 | Copyright © 2016 Criteo Our global scale enables powerful machine-learning that can’t be replicated 4B+Products 1.2B+Internet users reached monthly 13K+ Clients 17K+Publishers Deep relevancy for consumers. 13x average ROAS for you.
- 14. 14 | Copyright © 2016 Criteo Introducing Criteo Predictive Search Increase ROI from Google Shopping with an automated technology that programmatically optimizes every aspect of your campaigns.
- 15. 15 | Copyright © 2016 Criteo How it works Feed Optimization 1 3 Machine Learning 2 Campaigns & reporting in AdWords Advanced Remarketing Behavioral targeting based on user intent Responsive Campaigns Management of structure, bid modifiers, and negatives Predictive Bidding Automatic daily bids based on products, users, and device
- 16. 16 | Copyright © 2016 Criteo Customer success “ “ “Criteo helped us grow our Google Shopping program in a way that we couldn’t do on our own.” “ +36% ROAS “Our year-over-year performance has grown by triple digits in just six months.” “From the consistent results we’ve gotten from Criteo, it’s clear we made the right decision.” +90% Conversion Rate
- 17. 17 | Copyright © 2016 Criteo A trusted partner for leading retailers Fashion & Accessories Health & Beauty Sporting Goods Computing & Office Mass Merchants Toys, Gifts, & Leisure Home & Garden Books & Media
- 18. Thank you.
Editor's Notes
- SPEAKER NOTES: Our vision is to help our customers win at performance marketing across the entire consumer journey, and to do it in a way that is measurable, that drives customer delight, that is directly linked to the business results you want to achieve, and to do it better than anyone else. We’ve taught machines to do really amazing things over the past 60 years. We are playing games that require adapting and intelligence, we are driving cars, we are predicting health issues. Can we achieve this for our media campaigns as well?
- When you go off to the holidays, you sign off to certain extent, but most advertisers are going manual to respond to what’s happening in the market versus relying on algorithmic bidding.
- Think 1:1 RLSA today is better than no targeting, but still taking shortcuts
- SPEAKER NOTES: Our vision is to help our customers win at performance marketing across the entire consumer journey, and to do it in a way that is measurable, that drives customer delight, that is directly linked to the business results you want to achieve, and to do it better than anyone else.
- SPEAKER NOTES: Our vision is to help our customers win at performance marketing across the entire consumer journey, and to do it in a way that is measurable, that drives customer delight, that is directly linked to the business results you want to achieve, and to do it better than anyone else.
- SPEAKER NOTES: Our vision is to help our customers win at performance marketing across the entire consumer journey, and to do it in a way that is measurable, that drives customer delight, that is directly linked to the business results you want to achieve, and to do it better than anyone else.
- SPEAKER NOTES: Our vision is to help our customers win at performance marketing across the entire consumer journey, and to do it in a way that is measurable, that drives customer delight, that is directly linked to the business results you want to achieve, and to do it better than anyone else.
- SPEAKER NOTES: Our vision is to help our customers win at performance marketing across the entire consumer journey, and to do it in a way that is measurable, that drives customer delight, that is directly linked to the business results you want to achieve, and to do it better than anyone else.
- SPEAKER NOTES: The Criteo Engine drives campaign effectiveness for you as a result of it’s ability to granularly learn behavior across consumers and products, and their interaction with advertisers and publishers. To give you a sense of scale, our reach of over 1.2B Internet users is over 1/3 of all Internet users in the world. Only 2 other companies have this broad level of reach – Google and Facebook. Both are partners of ours for inventory. In contrast, Amazon only has 304M active users. Across our 12,000 clients, we help merchandise over 4B products. This is more products than Amazon (at 353M products) and eBay (at 1B products) combined. As a result of this huge scale, we have created a network effect that benefits our clients and is unique to us. This network effect has only been getting stronger as our reach across all areas has been growing. What this means is that consumers get highly relevant ads that entice their engagement, and we’re able to deliver an average of 13 times return on ad spend for our clients.
- Special Slide Instructions: Replace logos with local brands in each sector, if desired. An alternate slide format is in the Appendix. SPEAKER NOTES: Today, we count 12,000 advertisers across the globe. Within Retail, we work with many of the top brands in the world across sectors.