Tao Wu. Microsoft has helped many customers like Mendeley realize the full potential of marketing using cloud-based machine learning. In this session, we will present how Cortana Analytics brings key capabilities to next-generation marketing. Examples include: (1) Accurate lead scoring that helps substantially improve effectiveness of marketing and sales; (2) Early identification of core users that allows brands to engage with users better; and (3) Real-time marketing that enables personalized and contextualized marketing decisions. With Cortana Analytics, you can quickly deploy marketing solutions, gain user insights, and engage with customers with improved accuracy and efficiency, all backed by Azure's scale and elasticity. Go to https://channel9.msdn.com/ to find the recording of this session.

7. Part I: Predictive Analytics and Insights
Churn Prediction (Case Study)
Lead Scoring

12. Feature Engineering
Train and Test
Web Service Output

15. • Without predictive analytics: pre-defined rules assign scores to
prospects.
• With predictive analytics: machine learning model scores prospect sales
readiness using historical data.
Criteria Score
Location: City +3
Occupancy: Manager +5
Industry: Finance +2
Location Occupancy Industry … Score
James Boston Manager E-commerce … 98
Karly Miami Sales Fashion … 45

17. Part II: From Insights to Actions
Customer Segmentation and Targeted Email Marketing Pipeline (Demo)
Real-time Marketing (Demo)

18. Customer:

21. Aggregated
Activity Logs
Engagements
Azure Data Factory
Azure SQL
Azure Data Factory
Azure ML
RFM ModelAzure SQL
Power BI

23. http://blogs.technet.com/b/machinelearning/archive/2015/08/26/what-can-data-science-do-for-me.aspx
http://emailcampaignportaldemo1.azurewebsites.net

26. Website
Azure Blob
User Profile
Rule Engine
Offers Real-time path
Offline path
Azure SQL DW
Azure ML
Azure Stream Analytics
Azure Data Factory
Azure Event Hub
Azure HDInsight
Power BI
Real-time path: ML scoring and offer generation
Offline path: big-data processing

27. https://msit.powerbi.com/groups/me/dashboards/e0422de9-1c39-4681-a7fe-b79fbc451934

29. Last Viewed Product Offer Shown
Cook Books/Digital
Downloads/Apparel/shoes
1. Travel Points
Computers/electronics/Jewelry 2. Hotel Rewards Credit Card
Gift cards/default 3. Gift card
ML output trained from synthetic click streams

30. http://josephmartasa.azurewebsites.net