Raja Saggi, Head of Marketing at Google UK, spoke at the Marketing Institute's CMO Summit on Wednesday 8th of November 2017

1. Peering into the looking
glass
Raja Saggi
Head of B2B Marketing, Google

2. Start at 10s, Stop at 1:53
4 Years ago
https://www.youtube.com/watch?v=etV2xP8IHLg

3. Now - New York Marathon

4. The Future is Already Here
it’s just not Evenly Distributed……
William Gibson

5. Agenda
•Mobile/AR
•Machine Learning

6. Confidential & Proprietary
Over 100 billionsearches per month
… and 15%of daily queries we’ve never seen before!

7. Confidential & Proprietary
More than HALFof searches are on mobile

8. 5 billionmobile users by 2020

9. Confidential & Proprietary
making sense of the world

11. Confidential & Proprietary

12. Confidential & Proprietary

13. Confidential & Proprietary

14. Confidential & Proprietary

15. Confidential & Proprietary
what do I mean?

16. Confidential & Proprietary
who is the 44th president how tall is he

17. Confidential & Proprietary

18. Confidential & Proprietary

19. Confidential & Proprietary
what about me?

20. Confidential & Proprietary

21. Confidential & Proprietary
how do you as CMOs make use of this?

22. Lead
Generation
Calls to
Business
Mobile
Commerce
App
Downloads
Store
Visits
Site
Traffic
II Determining how mobile fits into your business strategy
Cross
Device
User
Engagement

23. I Main pillars for a successful mobile experience
Content
3
Speed
1
Functionality &
Design
2

24. Confidential + Proprietary
“what do you dislike the most when browsing the web on your mobile device?”
Encountering unplayable videos
Getting redirected to the homepage
Waiting for slow pages to load
Being shown interstitials
Other
14%
13%
46%
16%
11%
Source: Google Webmaster Central Blog: “#MobileMadness: a campaign to help you go mobile-friendly” (posted: Monday, April 27, 2015)
I Why is being fast so important?

25. Confidential + Proprietary
40%
abandon if a
site takes >3 sec
to load
47%
expect a page
to load in <2 sec
52%
say fast load time
is important to
brand loyalty
Source: Kissmetrics
I Speed reduces conversion rate significantly

26. I Speed: Mobile page loading speed directly affects online revenue
Numbers Don’t Lie!
A one-second delay can mean a
7 percent reduction in conversions
1s
Source: Eliminating the speed delays with mobile Web shopping

27. Confidential + Proprietary
testmysite.withgoogle.com

28. I Main pillars for a successful mobile experience
Functionality &
Design
Speed Content
31 2

29. I We must therefore consider the webpage’s functionality
Ensure Site Search is present
on every page
Streamline the user’s ability
to carry out action
Keep form fields to the absolute
minimum
Homepage navigation should
be clear and mobile-friendly
Focus on usability & form
factor on every page
Mobile Site Design Principles
Constantly analyze and optimize
your mobile site
How does this look in practice?

30. I Let’s take a look at some mobile webpage examples
Kept form fields to an absolute minimum
Ensures that site search & category search
are present on the top corner of the page
Streamlined the user’s ability to convert
by placing call to actions “search”

31. I Main pillars for a successful mobile experience
Functionality &
Design
Speed Content
31 2

32. I Let’s take a look at an example
Lead
Generation
Relevant
Information
Terms and
Conditions

33. Confidential & Proprietary
what’s next?

35. Confidential & Proprietary

36. Confidential & Proprietary

38. Confidential & Proprietary
is that the future?

39. Confidential & Proprietary 39https://www.youtube.com/watch?v=VZ9MBYfu_0A play to 0:55

40. Confidential & Proprietary
Conversational
Get things done
In your world

41. Google Assistant Surfaces

42. Agenda
•Mobile/AR
•Machine Learning

43. Augmented Reality - Pokemon Go 1 Year Ago

44. Augmented Reality - Android and iOS support

45. Augmented Reality - Ikea Place App
https://www.youtube.com/watch?v=uaxtLru4-Vw play to 40s

46. Augmented Reality - Kabaq Technologies

47. Augmented Reality - in store navigation and offers

49. Agenda
•Mobile/AR
•Machine Learning

50. Machine Learning
https://www.youtube.com/watch?v=El4OCwR6qxo - play to 2:15

52. Example:
Customer Acquisition for G Suite
FREE TRIALSCAMPAIGN CONVERSIONS ANALYSIS
Traditional marketing model requires 45+ days to optimise
45 DAYS
OPTIMISE
START END PAID SEATS
Channels

53. Example:
Customer Acquisition for G Suite
COURSE CORRECT
2-day marketing optimisation model
PREDICT
2 DAYS
PAID SEATS
UPDATE MODEL
FREE TRIALSCAMPAIGN CONVERSIONS ANALYSIS
Channels

54. Example:
Customer acquisition for G Suite with ML
3
Looking under the hood
Data is
collected.
Data is
analysed &
visualised.
New free trial
accounts get
scored.
1 2 4 5 6
ML model is
created and
trained.
Historical data
Paid media
campaigns
begin.
ML makes
automated
paid media
campaign
adjustments.
Real-time data

55. Typical contact centre contact
Different types of emails
Asking for a refund
Feedback
Customer is out-of-home
Problem with website
Payment issue
Adding a new product
insert
remove

56. Bringing structure to email using NLP

57. Measuring the impact
4X 10,000%
ROI
FTE salary saved
per month
Faster at responding to
urgent emails
£10k
With minimal system
cost of ~£100 / month

58. The Future is Already Here
it’s just not Evenly Distributed……
William Gibson

59. Tweets, Pluses, Feedback welcome
Twitter: @rajasaggi
Google+: rajasaggi
LinkedIn: Raja Saggi
Feedback is a Gift!!