This document discusses machine learning and how it is changing business and marketing. It provides definitions of key terms like artificial intelligence, machine learning, and deep learning. It then gives examples of how machine learning is used at Google in various products like Search, Gmail, Photos, Translate, and YouTube. It discusses how machine learning is used in Google advertising products and the demand marketing process in an AI/digital world. Key aspects discussed are using data like demographics, psychographics, time of day and user behavior to power applications of machine learning in areas like bidding, personalization, and measuring outcomes.

1. Machine Learning
Как машинное обучение меняет
бизнес и маркетинг
Aprajita Jain,
Google Executive Summits Evangelist

4. Artificial Intelligence: Broad term for getting computers to perform human tasks;
the science of making things smart.
Machine Learning: A method of AI in which algorithms are used to
autonomously learn from examples rather than explicit rule-based
programming.
Deep Learning: A technique of machine learning
where algorithms are arranged in layers that mimic
the human brain’s learning patterns (neural nets).
A step back to get the definitions right
A step back to get the definitions right

5. How does it work?

6. How does it work?

7. MACHINE LEARNING
AT ALPHABET

8. Growing Use of Machine
Learning at Alphabet
# of directories
containing
model
description files

9. DeepMind mastering Atari gamesDeepMind
mastering
Atari games

10. Proprietary + Confidential

11. Proprietary + Confidential
10
80

12. 10
80
10
170

13. MACHINE LEARNING
IN GOOGLE PRODUCTS

14. Android
Keyboard & speech input
Machine Learning at Google
Search
Search ranking
Speech recognition
Gmail
Smart reply
Spam classification
Photos
Photos search
Translate
Text, graphic and
speech translation
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

15. TRANSLATE - Machine Learning
@Google

16. Machine Learning for All
Vision API
Speech API
Translate API
Tensor
Flow

17. MACHINE LEARNING
IN GOOGLE ADVERTISING
PRODUCTS

18. HOW DO YOU KEEP UP
WITH
CONSTANTLY EVOLVING Consumer Behavior?
HOW DO YOU ENSURE THAT YOU GET THE
BEST OUT OF
Every Marketing Dollar YOU
SPEND?
HOW DO YOU STAY FOCUSED
ON THE Right Things?

19. 4
8
37
SEGMENT
S
INSIGHTS
OBJECTIVES
TARGET
REACH
PERSONALIZE
CONVERT
MEASURE
5
6
2
1
DEMAND
MARKETING
PROCESS

20. Demand Marketing Process in AI/Digital
World
AI DRIVEN
MARKETIN
G
Key Business
Objectives
Qualified
Audience
Key
Business
Outcomes

21. Smart
Bidding

25. Demographics
Psychographic
s

26. Time of
Day
Psychographics
Demographics
Search
Queries
Age +
Gender
Browsing
History
Watch Time
App
Category
Videos
Watched
App
Usage
In-App
Purchases
Sessions
Connection
Device Type

27. JAPA
N
DECLINING
SALES

30. Try. Learn. Improve.

31. Спасибо!