Empowering marketers with intelligent technology to transform consumer engagement

1. Travel Summit by Bing

2. AI For Marketers
Mascha Driessen
Sr. Director Western Europe
Microsoft
Empowering marketers with intelligent
technology to transform consumer
engagement

3. 1956 1978 1993

4. Agenda
3
What can Bing &
Microsoft’s AI
do for you ?
1
What is AI?
2
AI in Marketing

6. Machines showing
capabilities that are
typically associated with
human intelligence.

7. Human resourcefulness
amplified by
intelligent technology.

8. Dumb – it makes coffee and
nothing else
Smart – can connect to the
internet and send data as a signal
Intelligent – can act on the data it is
collecting to deliver value or insight

10. How may AI help you
as marketer?
95% Customer interactions
75% Apps with AI
50% of search will come from
voice by 2020
Powered by AI bots by 2025
By the end of 2018
Whole generation of high-value
consumers growing up with voice
Source: Econsultancy: Next Revolution of Search, 2017; Beyond the Hype: IDC White
Paper on the economic impact of AI on CRM. Mary Meeker Internet Trends 2016

11. Marketers
Customers
Data Utilization and
Personalization
Operational Efficiency
AI expected to transform marketing efficiencies and
personalization

12. Source: Salesforce, 2017
52% 54% 56% 58% 60% 62%
Right message, right channel, at the right time
Dynamic landing pages and websites
Hyperpersonalization of content
Hyperpersonalized product recommendations
Predictive journeys
Programmatic advertising and media buying
Business insights across data and systems
Campaign analytics
Digital asset management
Hyperpersonalisation at scale
Productivity of marketers
Audience modeling
Lead scoring
Sentiment analysis
60% of marketing
leaders believe AI
will have a
transformative
effect in most
marketing areas

13. “By 2020, companies
who effectively
master AI will steal
$1.2 trillion per year
from those that don’t”
– Gartner
Why now?

14. AI empowers INTELLIGENT SERVICES

16. Data into insights Marketing AutomationIntelligent Agents
Bing AI Solutions

17. “An estimated 80–90% of data in any
organization is unstructured. And the
amount of unstructured data in
enterprises is growing significantly.”

18. Cortana
Brands
Screenless
MailInterests
Meetings
Reminders
Search history
Contacts
Orders
Track shipments
Travel
Location

20. Vision
Language
Speech
Search
Knowledge

21. Bing Bots & chat bot
extensions
.
Live Demo: El Gaucho Bellevue
Makes finding and chatting with bots
more discoverable on Bing
Bing Business Bot:
✓ A virtual employee for your
business that can answer most of
your customers’ questions on your
behalf and helps efficiently
manage customer communication
Chat bot extensions
✓ Ad extensions that make search
more conversational

22. You got that
right: you see a
BOT integrated
in the intelligent
search results
on Bing Ads!

26. Deeper Engagement – Cognitive Services

27. The last person who ran the red
light is…

28. Interacting
58% of marketers
expect AI will
substantially impact
social interactions with
conversational
interfaces like chatbots
and digital assistants
Source: Salesforce, 2017
58%
BOTS, Digital Assistants,
smart speakers, connected cars

29. Cortana Intelligence with Bing Predicts improves
predictions through enriched data.
Sales data, trend
reports, consumer
panel data, financial
reports, and more
Collect Customer
data and take it to
Cortana Intelligence
Microsoft’s search engine,
browser, offline web,
social, and other
platforms
Enrich data with
unique consumer
web and social
signals
Apply Cortana
Intelligence machine
learning
Improved
Actionable
Insights
Results

30. Microsoft Graph
To have great AI, you need great data. The Microsoft Graph encompasses one of the broadest collections
of data sets in the industry, with the highest standard of data protection
2.5 billion entities in Bing and
148 million users of Cortana
500 million LinkedIn members and
more than 120 million monthly
commercial active users of Office 365
Microsoft Dynamics, and the
insights from more than 1.5
billion Windows users

31. Locations
Demographic
profile
Content
preferences
Personal
Data
Domain
preferences
Personal
Connections
Entities of
interest
Web activity
Search
Brand
preferences
Search
history
Purchase
History
Product
interests
Product
categories
Demographics
Customer
Data
Microsoft graph data
signals combined with 1st
party data:
Digital Profiles
We are creating more granular
digital profiles on customers that go
beyond key words and engage
people as individuals not cookies=>
shift to more audience-based
marketing through our platform
combine your customer data (ao
purchase history) and connect to
a very qualified, high-value
consumer on our platform. We
do this through both UET as well
as through your DMP --second
party data

32. Developing a solid data strategy is more important than ever:
Implications of AI for marketers
Data strategy Link CRM and
marketing data
Infrastructure

33. Connect with your target audience to create
deeper more meaningful relationships
Bing and Audience
Intelligence
Value for marketers

34. Optimization
Capabilities
Targeting
Capabilities
Audience
Intelligence
Ways Bing is applying AI & machine learning
to our products

35. Bing Ads Solutions
Leveraging AI
Chatbots
Augmented Reality

36. Bing Ads Solutions
Leveraging AI
Audience Intelligence
Optimization Capabilities

37. Bing Ads Solutions
Leveraging AI
Image Search

38. Personalize your marketing and reach new audiences
Deepen customer insights and engagement
Increase performance

42. “Empower everyone
on the planet to
achieve more”
Microsoft Mission Statement