This document discusses machine learning and how it is being used by Google. It provides definitions of machine learning, artificial intelligence, and neural networks. It describes how machine learning can be applied to operations, marketing, and production. Examples are given of how Red Roof Inn and Kewpie used machine learning. The document also discusses how a combination of large datasets, deep neural networks, and computing power are enabling new opportunities for machine learning. Specific Google products that use machine learning like Search, Translate, and YouTube are highlighted. The document advocates using machine learning to automate and optimize digital marketing strategies by targeting the right audiences and optimizing for business goals.

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Massive spike in interest over past ~12 months

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What is Machine Learning & why now?
How is it changing Google?
What can it do for you?

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Artificial Intelligence
The science of making things smart
Neural Network
A type of algorithm in machine learning
Machine Learning
Building machines that can learn

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Machine Learning is a tool that can be applied to...
...operations
...marketing
...production
- Red Roof Inn built custom technology that automatically bids
up near airports of cancelled flights
- Increased bookings by >60%
- Kewpie, major Japanese food manufacturer, using ML to help
workers find bad potato cubes
- AXA uses ML to predict “large loss” car accidents

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Combination of factors creating current opportunity
Large Datasets Deep Neural Networks Computing Power

7. Confidential & ProprietaryGoogle Cloud Platform 7
Search
Search Ranking
Speech Recognition
Gmail
Smart Reply
Spam Classification
Photos
Photos Search
Translate
Text, Graphic and
Speech Translations
Android
Keyboard and
Speech Input
Drive
Intelligence in Apps
YouTube
Video Recommendations
Better Thumbnails
Cardboard
Smart Stitching
Play
App Recommendations
Game Developer Experience
Chrome
Search by Image
Maps
Street View Image
Parsing Local Search
Ads
Richer Text Ads
Automated Bidding
How is it changing Google?

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[beach]Google Photos

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Smart reply
in Inbox
12%
of all responses
sent on mobile

10. Confidential & ProprietaryGoogle Cloud Platform 10
Google Translate
10

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Reach the highest impact
audiences with effective
messages
Optimize for the right
business outcomes
Maximize your advertising
by automating for efficiency
Targe
t
Smarter
Better
Ok, but what does that mean for my marketing strategy?

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Demographics
Location
Confidential + Proprietary
Target the right audiences

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Confidential + Proprietary
Videos Watched
Connection
Browsing History
Watch Time
App Usage
Device Used
Demographics
App Category
Sessions
Search Queries
Time of Day
Day
Age + Gender
Location
Target the right audiences

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Be smarter: Machine Learning lets you automate & optimize

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Be smarter: Machine Learning lets you automate & optimize

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Be smarter: Machine Learning lets you automate & optimize

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3x sizes
95% of inventory placements
336 x 280
300 x 250
Auto-fit on Any Screen
Analyze user behavior
— statistical sig of 140B
auctions
Adjust bids in real-time —
70M unique variables in
each auction
Increase conversion
volume, flexible to goal
— CPA, ROAS
Automated Bidding Dynamic Creative
Location Signals
Device
Recognition
Intent Signals
Demographics
Be smarter: Machine Learning lets you automate & optimize

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Be better: Use Machine Learning to optimize the right goals
CPA ($)
Find the right CPA
$20,000
$5,000
$10,000
$15,000
$30,000
$25,000
$50 $100 $150 $200
Revenues
Profits
$0
“Changing our KPI
from CPA to profits
increased our profits
with Google by 59%”
BILL FERRIOLO
SVP Consumer Acquisition

19. Confidential + Proprietary
Proprietary + Confidential
Creation Deployment
Crazy Idea
Frenzy
Maturity
Scaling
Machine
Learning
Digital
Mobile