This document discusses innovation at Google and in the digital marketing industry. It summarizes that Google uses machine learning across many of its products, giving examples like Google Translate, Photos, and Android. It then discusses applying machine learning to Google Analytics to provide automated insights and recommendations. Finally, it briefly touches on emerging technologies like virtual and augmented reality and the increasing role of automation.

1. © Google Inc. 2016. All rights reserved.
6. Google Analytics
Konferenz
Innovation in 2017 and
beyond: a perspective
from Google
David Sneddon 06/04/2017
MD Central Europe Google

2. 65%

3. 1. Ethos
2. Logos
3. Pathos

4. 1. Ethos
2. Logos
3. Pathos
65%

6. Confidential + Proprietary
Today is early and slow

8. 2015
1 trillion
connected devices
Generating
2.5 billion
gig a day

9. © Google Inc. 2016. All rights reserved.
per day
At bus stop, listen
to new music playlist
8:30am
Buy new tote to
take to Coachella
11:15am
Browse festival
styles on YouTube
7:15pm
On bus, check email
for sales this weekend
5:29pm
At lunch, play Scrabble
while waiting in line
1:33pm
Use flashlight app to
find dropped earring
11:09pm
Use maps to get directions
to Creole food truck
1:13pm
At work, book
Coachella tickets
11:36am
Wake up and
read news online
6:50am
On the bus, read articles
about Coachella
8:42am
150x

10. Confidential + Proprietary
(Almost) everyone will be connected
Internet Population
Global Population
2017
3.5 BN
7.4 BN
2022
8 BN
*
> 7 BN
8 BN

11. Mobile : A new eco-system

12. © Google Inc. 2016. All rights reserved.
Understand your
customer better
Get insights,
not data
Share insights
with everyone
Deliver engaging
experiences
© Google Inc. 2016. All rights reserved.
Use data to drive competitive advantage

13. © Google Inc. 2016. All rights reserved.
“...businesses that integrate multiple
sources of customer and marketing
data significantly outperform other
companies in terms of sales, profits,
and margin. They also had dramatically
higher total shareholder returns.
—From a study by Harvard Business Review, 2016
”

14. Marketers need the
right capabilities
Sophisticated marketers who
use analytics platforms are
3X more likely to outperform
their peers in achieving
revenue goals.
3x

16. “Google Analytics, combined
with Google Tag Manager
and BigQuery, has become
an integral solution that
gives us the technical agility
and the analytics power we
need to advance our
marketing strategies.”
Nick Dutch, Head of Digital,
Domino’s
6%
Increase
in monthly
revenue
80%
Savings in ad
serving
and ops costs
Domino’s gets a 360 view
of the customer
Learn More
Method
• Implemented cross-device
measurement to gain insight
into the customer journey.
• Connected CRM and digital
data to create a holistic view
of customer behavior using
BigQuery and Google Tag
Manager with Google
Analytics 360.

17. © Google Inc. 2016. All rights reserved.
Panasonic increases ROI by 30%
Method
Creating a unified view in Analytics 360 to treat
marketing data as a common corporate asset,
managed by a team that spanned across
various divisions.
Remarketed to users for cross-selling
based on the products they had researched.
Then retargetted similar audiences who
demonstrated high levels of engagement.
30%
increase of advertising ROI
300%
Click-through rate increase in some campaigns
“Thanks to a single
interface of (Analytics
360), we can review digital
campaign results in almost
real time instead of waiting
on reports from individual
ad agencies, we can
quickly shift budgets away
from low-performing ads
to high-performers”
Tooru Imai - Digital Marketing Manager
Yuko Tetsu - Digital Marketing Chief
Consumer Marketing Japan,
Panasonic Corporation
“
Learn More
Google Analytics Solutions Blog

18. © Google Inc. 2016. All rights reserved.
L’Oreal exceeds CPA targets
with GA Audiences
Doubled Anticipated Revenue
2200%
Exceeded CPA Targets,
Achieved 2200% ROAS
Increased Web Traffic
and Email Subscribers
L'Oréal Canada Case Study, Google, July 2015
DoubleClick Bid Manager
shows a CPA close to
search, which is our best
channel. We can definitely
say programmatic buying
leads to high ROI. Moving
forward, we will leverage
1st party data from
Analytics 360 as part of our
core strategy for all
programmatic campaign.”
“

19. © Google Inc. 2016. All rights reserved.
TalkTalk combines CRM data for
targeting through DBM Audiences
219%
increase in conversion rate & 63%
CTR uplift
50%
of Talk Talk’s customer base reached
with tailored messaging on YouTube
76%
TrueView delivered 76% CPA reduction
compared to standard retargeting
Talk Talk Case Study, Google, September 2015
The Analytics 360 and
DoubleClick integration
coupled with CRM data has
allowed us to utilise the
rich Analytics 360 dataset
for the first time in driving
significant improvements
in conversion rates and
lower costs per
acquisition.”
“

20. 20
INNOVATION?

21. INNOVATION —
(noun) google search definition
The activity of making changes in something established, especially
by introducing new methods, ideas, or products.
SOURCE: Google Search
21
DEFINITION

22. INNOVATION —
(noun) business definition
The process of translating an idea or invention into a good or service
that creates value or for which customers will pay.
SOURCE: Cambridge Business Dictionary
22

23. 23
1998 2000 2002 2004 2006 2008 2010 2012 2014 2016
INNOVATION AT GOOGLE
Innovation at Google

24. Confidential & Proprietary
Let’s play and
find out!!
But yeah, how does it really work?

27. Confidential & Proprietary
ConvNets
DOG

28. Confidential & ProprietaryGoogle Cloud Platform 28
Search
Search Ranking
Speech Recognition
Gmail
Smart Reply
Spam Classification
Photos
Photos Search
Translate
Text, Graphic and
Speech Translations
Self Driving Car
1.5MM miles driven
Android
Keyboard and
Speech Input
Drive
Intelligence in Apps
YouTube
Video Recommendations
Better Thumbnails
Cardboard
Smart Stitching
Data Center
Power Usage
Reduced cooling
energy 40%
Play
App Recommendations
Game Developer Experience
Chrome
Search by Image
Maps
Street View Image
Parsing Local Search
Ads
Richer Text Ads
Automated Bidding
Alpha Go
First AI to beat a world Go
champion (2016)
Examples of Google Machine Learning in production

29. © Google Inc. 2016. All rights reserved.
Anomaly
detection
Automated
experiments
Automated
goal creation
Predictive
optimization
Applying the Google Magic to Analytics

30. © Google Inc. 2016. All rights reserved.
● Applied machine learning &
intelligence
● Looks for patterns and trends
in your data; proactively
highlights insights
● Recommends next steps - all
presented in natural language
Applying this to the Google Analytics Assistant

31. Applied Machine Learning: Google Translate / Paralympics

32. THE AGE OF AUTOMATION
32
robot-helpers and truck drivers

33. Autonomous Delivery Robots
With a range of 30 minutes and loads up to 20 lbs, the delivery robots of Starship Technologies get to their destination
using GPS while avoiding pedestrians
THE AGE OF AUTOMATION

34. Ocado’s Automated Warehouse
The British online supermarket unveiled its latest effort to automate its deliveries: an automated warehouse with +1000
robots and IoT devices & plans to open another this year
THE AGE OF AUTOMATION

35. Amazon Go
A prototype store that integrates various technologies to create a seamless no-employee shopping experience.
THE AGE OF AUTOMATION

36. © Google Inc. 2016. All rights reserved.

37. Confidential + Proprietary
Today is early and slow

38. 65%

39. © Google Inc. 2016. All rights reserved.
6. Google Analytics
Konferenz
Innovation in 2017 and
beyond: a perspective
from Google
David Sneddon 06/04/2017
MD Central Europe Google
dsneddon@google.com

40. Virtual-Augmented Reality

41. © Google Inc. 2016. All rights reserved.
Your customers aren’t always who you’d expect
56%
of sporting goods
searchers on mobile
are female
45%
of home improvement
searchers on mobile
are women
68%
of skin & body care
influencers in the past
6 months were men