Roxanne Brownlee - Google - Future proofing in the digital era
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In order to Thrive Online, businesses must understand the digital ecosystem, how consumer behaviour has changed, and the intelligence use of more data than has ever been available before in order to find and influence their future customers. This talk will explore the importance and utility of machine learning and automation, the boom in video as a significant growth driving channel, and how businesses of all sizes, from all industries can benefit from getting behind the latest key trends.
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Roxanne Brownlee - Google - Future proofing in the digital era
- 1. Confidential & Proprietary Future Proofing In The Age of Machine Learning
- 2. Confidential & Proprietary Who Am I? Roxanne Brownlee Working at Google for 3 years with top independent agencies. Hail from a background of psychological research & statistics, so I get way too excited about both data & consumer behaviour; I love to see them intelligently applied to the commercial world.
- 3. Confidential & Proprietary What Are We Talking About? Why Is Today Different? What It Means To Thrive Online What You Can Do About It
- 4. Confidential & Proprietary What Are We Talking About? Why Is Today Different?
- 5. Confidential + Proprietary © Google Inc. 2016. All rights reserved. 2010
- 8. Confidential + ProprietaryConfidential + ProprietarySource: Google Internal Data
- 9. Confidential + ProprietaryConfidential + ProprietarySource: Google Internal Data
- 10. Confidential & Proprietary Agility is the difference between surviving and thriving
- 11. Confidential & Proprietary What Are We Talking About? What It Means To Thrive Online
- 12. Proprietary + Confidential Technology and the world around it are changing more rapidly than ever. Businesses that can adapt to leverage today’s technologies will have an edge tomorrow. Proprietary + Confidential
- 14. Every day, we produce 2 500 000 000 000 000 000 Bytes of DATA
- 15. Confidential & Proprietary All these fragmented moments of interest and intent generate too much data for humans to process
- 16. Confidential & Proprietary Much of our day-to-day technology is powered by artificial intelligence Fun stuff Productivity and Security Helping you out in the world
- 17. Confidential & Proprietary Google's Most Sophisticated Solutions Are Powered By Machine Learning Universal App Campaigns Smart Display Campaigns Smart Shopping Campaigns Smart Bidding Responsive Display Ads Responsive Search Ads Similar Audiences In-Market audiences Detailed Demographics Affinity audiences Data-driven attribution model Dynamic Search Ads campaigns Google Assistant Google Search Google Maps Google Photos Google Trips Gmail YouTube Google Play Google Translate
- 18. TODAY Millennials are 24% of global population 55% of Brits will be Millennials or younger Source: https://www.populationpyramid.net/sweden/2025/ by 2025 More than half the world will have grown up in a digital first mindset
- 19. Confidential & Proprietary We Are Now In The Age of Machine Learning
- 20. Proprietary + Confidential Source: BCG, Digital Maturity Study, 2017 Advertisers who are successful at data-driven marketing are seeing revenue increases of as much as 20%, and cost savings of up to 30%
- 21. Confidential & Proprietary What Are We Talking About? What You Can Do About It
- 22. Confidential + Proprietary Video and AI Are Marketers Top Priorities in 2019
- 23. Confidential & Proprietary Today, Machine Learning helps drive the best performance for your ads through automation The algorithm is constantly learning based on real-time feedback, and adjusting to improve performance. Confidential & Proprietary ✓ How do I find my ideal audience? ✓ How can I measure performance? ✓ How much should I bid per auction? ✓ What message do I show my audience? Attribution Creatives Audience Bidding
- 24. Confidential & Proprietary A few years ago bidding was pretty simple Keywords bids
- 25. Confidential & Proprietary Then mobile devices came along... Device Locations Interests Time Day of week Keywords bids
- 26. Confidential & Proprietary Then mobile devices came along... Language Operating system Browser Device type Audience segment Ad characteristic s Extensions Conversion rate Conversion path Demographics Search Network partner Device Locations Interests Time Day of week Keywords bids
- 27. Confidential & Proprietary Source: Research based on internal data The key to masterful bidding is to adjust your bids based on each user’s unique combination of signals. Asserting all of these manually for every auction, is impossible.
- 28. Confidential & Proprietary Google Smart Bidding is aimed at setting real-time bidding, for each and every auction
- 29. Confidential & Proprietary Fully automated Smart Bidding solutions drive the best results *Semi-automated bidding solution **For tCPA Lead campaigns following our best practices, Google Internal Data, Jan 2018, ***for all campaigns, Google Internal Data, Jan 2018 All stats: moving from manual bidding 20% Max Conv. [Search] Increase in conversions at similar CPA*** 31% 35% Target CPA [Search] Increase in conversions at similar CPA** Target ROAS [Shopping] Increase in conversions value
- 30. Getting Smart With Data Gives You Space to Be Creative
- 31. Confidential + Proprietary Space To Understand Changes In Your Customer Behaviour
- 32. By 2021 we expect video to make up 82% of the global data traffic Source: Cisco Space To Plan For the Future TODAY
- 33. Proprietary + Confidential Sources: YouTube Internal Data, Global, Jan-June 2017; YouTube Internal 1.5B people are logged in and coming to YouTube every single month. The average user spends over an hour a day watching YouTube on mobile.
- 34. 80%Of shoppers who watched a video related to a purchase they planned to make said they watched it at the beginning of their process.
- 35. Source: Think with Google 2014 64%of shoppers say that YouTube influences their purchase decisions Source: Think with Google 2014
- 36. Source: Think with Google 2014 B2B Customers who see a brand’s online video are more likely to…. 1) Purchase the Brand in Next 6 Months 1) Pay A Premium For The Brand 1) Recommend The Brand Source: CEB & Motista, 2013, Index of B2B prospects who are exposed to a mobile ad for that brand indexed against those who are not exposed; based on top three box
- 37. We’ve optimized our ad formats to meet the needs of today’s viewers and today’s marketers
- 38. TrueView for action video ads on YouTube + New Automated Bidding: Target CPA & Max Conversions automatically optimizes your bids to help achieve your goal CPA over time as your campaign runs
- 40. Confidential & Proprietary What Are We Talking About? Why Is Today Different? What It Means To Thrive Online What You Can Do About It
- 41. Confidential & Proprietary Thank You, And Enjoy The Future!
Notas del editor
- Delighted to be here. We’re at a really exciting time in the digital era, and I’m thrilled to be able to talk about what some of these changes are, and what they mean for you.
- Who am I and why am I here. First off, my name is Roxanne, and I work as an Agency Development Manager at Google with UK agencies. Basically what that means, is among the thousands of digital agencies in the UK, I work with a handful of highly skilled close, independent partner agencies of ours, and help keep them at the forefront of the digital revolution. I come from a background of psychology, and statistics, so I absolutely love seeing data intelligently applied to the commercial world, to build effective and meaningful growth plans for businesses of all sizes.
- In order to Thrive Online, businesses must understand the digital ecosystem, how consumer behaviour has changed, and the intelligence use of more data than has ever been available before in order to find and influence their future customers.
- [Roxanne] However, before we look into the future, I want to take you back about 9 years. Spain wins the world cup the iceland volcano William proposes to Kate
- [Roxanne] Let me tell you what else happened in 2010. Blockbuster, a wildly successful international movie-rental chain, filed for bankruptcy 6 years after achieving $6 billion dollars in revenue. While they had enjoyed a long history of success, CEO John Antioco failed to see a networks of unseen connections would bring about his downfall. Harvard Business school cites the ultimate reasons for failure as 1) they were making more money than ever, - they were complacent 2) they failed to acknowledge a changing competitive landscape, for instance, the likes of Netflix taking rise, or video on demand services by tech companies such as Amazon and Apple 3) Struggled with the operating model implications- they kept their brick and mortar focus rather than making online or dvd-by-mail pivots as brick and mortar was where they were making profit at the time and 4) When they did eventually acknowledge and respond to these changes, they were too slow to execute. Timing is really key in changing landscape and they ultimately missed the boat. Even the reputation of a multi-billion dollar household name, couldn’t compensate for the cost of failing to recognise timing.
- [Roxanne] This is the year Eric Schmidt our CEO preached mobile first. He believed that we were heading into a world where mobile becomes more important than the desktop, and that we fundamentally need to change our approach to things. Now many are rolling their eyes now, thinking YES this is very old news
- [Roxanne] At that time, however, everyone thought Eric was crazy, nuts, loco, mad because mobile traffic was a measly 1.5% of total web traffic Why should you focus on 1.5% when all the money is being made elsewhere?
- [Roxanne] Today it’s easy to say that yeah I’m mobile first, with 50% + Google queries coming from mobile, but let’s just consider that rate of change. Mobile has gone from almost no queries (1.5%) to over half of all queries in 9-years. The pace of change is almost incomprehensible and I would like you to keep that in mind as we talk about the adoption and impact of new technology.
- [Roxanne] And when there ARE these big shifts, there are always winners and losers. We know those that were early to mobile found it easier to thrive later on. They offered value to the customer, and a superior user experience before the expectation existed, which meant when things really got competitive, they could focus on the next hurdle - keeping moving, and staying a cut above the rest.
- In the fast paced world we’re living in, what does it mean to thrive?
- Technology is moving fast, and consumers with it, but brands need to catch up. And data driven marketing has become the key to delivering quicker, more relevant messages at scale. Technology can empower brands to become more helpful by letting them be there for their users, with useful answers provided timely and seamlessly. The ability to predict consumers’ needs using data insights and technology will define a brand’s ability to grow. We’re seeing it already. Through automation, businesses machine learning to help customers quicker – and respond with relevant, real-time, messages – and at scale. Done right, using personalisation to deliver messages tuned to what customers want – or are about to want – is proven to drive engagement and loyalty. And of course, if customers benefit, companies benefit. But like many businesses have found – putting all this into practice isn’t easy. Let’s take a look at why.
- As they check their phone 150 times over 9 hours online a day, we’re getting a pretty rich picture of who they are, what they care about and what they want. This is all the kind of data that we can bring into our audience strategies to drive relevance & performance in our campaigns. When we build strategies based on keywords alone, we ignore all of the data that our customers giving us from their 150 phone checks and 9 hours a day spent online and judge them exclusively on the tiniest snapshot of information, rather than the bigger picture.
- So we have all of the data we need to create incredibly relevant, and targeted advertising. As well as make some really smart and impactful business decisions. 2.5 quintillion bytes of data.
- But - all these fragmented moments of intent generate too much data for humans to process. It's necessary that advertisers understand these fragmented journeys and how to engage with users throughout all these moments of intent.
- So, where we are now- much of our day to day technology is actually already powered by AI. AI often sounds like some far-off science fiction concept, but it’s actually behind a lot of things you encounter in your daily life. Here’s the rundown: we train a software system with lots of examples so that it can pick up on patterns. Rather than telling the computer that all spam emails contain the phrase “new weight loss trick!,” you train it on millions of examples of spam, making small corrections until it can pick out the pattern on its own. This ability to learn patterns, called machine learning, makes your life easier in many ways—take a look at a few examples. https://blog.google/technology/ai/13-ways-youre-using-ai-your-daily-life/
- These are just a few examples of Google's products that use Machine Learning in the marketing digital industry (such as Smart Display Campaigns and Smart Bidding strategies) as well as non-ad related products that you're probably familiar with like Google Trips, YouTube and Gmail.
- And there’s no going back from this A key focussing fact is the unstoppable march of the millennials. These numbers will force change. Millennials are getting older and they will soon be the majority of the population even in aging western markets. This means that more than half of the world will have grown up in a digital first mindset. 65% of the global population
- Yet those companies who fully capture its potential see their revenues grow and costs reduce - that represents a huge opportunity. We’ll talk about a couple of the solutions you can use today. Successful data-driven advertisers are seeing cost savings of up to 30% and revenue increases of as much as 20%. (BCG, Digital Maturity Study, 2017) BCG also found there were both technological and organisational factors contributing to a brand’s success in their ability to dynamically execute and optimise toward single-customer business outcomes across channels. We’ve found that the best in class brands excel specifically in 3 areas: Data-driven audience insights: building a holistic customer view by linking online and offline data to reach them along the funnel, based on demand spaces Automated activation: programmatic media buying optimized with cross-channel signals and personalising creative in a co-ordinated & sequenced across channels Measurement and attribution: measurement including fractional attribution and frequent testing, optimization of KPI’s in-flight activity But why should all this matter to businesses? We’re in a unique place when businesses can transform their marketing strategies to reach the more connected consumers, improve business results and more importantly become category leaders in this space.
- According to emarketer, Video and AI are the self declared
- Today, machine learning is present across Google solutions, together helping advertisers achieve the best performance for their campaigns by showing the right message to the right customers in their moment of need. Machine learning does the work to answer to your marketing needs: How do I find my ideal audience? In the world of targeting, we utilise machine learning to find people who aren’t your customers, but should be. We help advertisers expand their reach to those people who are likely to convert. In short, we are able to effectively capture intent through our Audience solutions. How can I measure performance? In the world of attribution, we utilise machine learning to understand the true drivers of conversion and assign the right value. This means that we are able to measure intent better through non-last click, data-driven attribution. Finally, we can to capitalize on this intent by tailoring our bids and creative ad assets to best respond to user intent. They help answer: How much should I bid per auction? With machine learning, we can factor in countless signals to determine the optimal bid for each moment, so you can acquire more customers and eliminate wasteful spending. What message do I show my audience? For creatives, we help advertisers use the right message for every moment. With machine learning, we can use our understanding of consumer intent and data to choose the right creative to show for every moment.
- If I talk first about how AI has changed ppc. For example, 10 years ago, bidding was pretty simple. You chose KWs and specified bid based on likelihood that KW to convert on a last-click, desktop/same session basis.
- Then came along mobile devices, which created more signals that marketers needed to account for, like device type, time and location.
- Today, we can track more of these signals than ever before. This wide breadth of data creates more complexity, but also more opportunity.
- The key to masterful bidding is to adjust your bids based on each user’s unique combination of signals. Assessing and adjusting for these manually is time consuming and impossible to do effectively, even for highly skilled account managers.
- Google's machine learning considers billions of consumer data points everyday, from color and tone preference on mobile screens, to purchase history, device and location. With products like Smart Bidding, it’s now possible to use this data to help deliver millions of ads customized for your customers, and set the right bid for each of those ads–in real time.
- Most of us are already familiar and have seen success with eCPC but fully automated smart bidding strategies like Maximize Conversions, Target CPA and Target ROAS have the largest impact with advertisers. Through internal product analysis we found that our fully automated bidding strategies have superior performance as compared to our semi-automated solution (eCPC): Search: 7% avg uplift for eCPC vs >20% avg for tCPA or Max Conversions and 35% avg for tROAS. Speaker to state that eCPC is not a fully-automated solution!
- Now, once you’ve earned a bit of time back.
- And one of the big shifts we’ve seen is the decline in the time the average person in the UK spends engaging with traditional meeting- for instance, in the space of 5 years watching 22% less TV down to about 2 and a half hours per day, and cumulatively engaging with online media for over 7 hours- the particular rise coming from smart phone usage.
- The reason why we talk about digital video being cutting edge is because by 2021, we expect 82% of the global web traffic to be made up of digital video. If we’re not preparing for this in advance and figuring out how can we make digital video work for us, to grow our brands, in short, we’re going to be failing to respond to 82% of the internet. In a few years, the businesses that ignore digital video will be like the businesses that are ignoring mobile today. The video trend presents a key opportunity for brand building in a future proof way.
- And as well we know it influences purchase decisions
- It’s not just that users are active on the platform, or engaging with the content. We can see that it shapes the way they think about brands, and their likeliness to act.
- It’s not just that users are active on the platform, or engaging with the content. We can see that it shapes the way they think about brands, and their likeliness to act.
- And in the age of machine learning, AI fuelled video advertising
- So all I have to say to you is thank you for listening, happy future proofing, and I hope you have a wonderful time over the course of the Nottingham Digital Summit.