16. Machine Learning is a core,
transformative way by which
we’re rethinking how we’re doing
everything. We are thoughtfully
applying it across all our products,
be it search, ads, YouTube, or Play.
And we’re in early days, but you
will see us - in a systematic way -
apply Machine Learning in all
these areas.
Sundar Pichai, Google CEO, 2016
17. Machine Learning is a core,
transformative way by which
we’re rethinking how we’re doing
everything. We are thoughtfully
applying it across all our products,
be it search, ads, YouTube, or Play.
And we’re in early days, but you
will see us - in a systematic way -
apply Machine Learning in all
these areas.
Sundar Pichai, Google CEO, 2016
26. LIVErtising.net 16
One very effective way to leverage
Google Analytics data to target users
who are most likely to convert when
they come back to a site is to use
“Smart Lists”. In the words of Google, “a
Smart List is a remarketing audience
that Google Analytics generates to
maximize your conversions.”
27. LIVErtising.net 16
The list is generated in Analytics by using many elements,
including conversion data, location, device, browser, referrer,
session duration, and page depth, in order to identify users who
are most likely to convert in subsequent sessions. Machine
learning at its best, based on actual relevant data together with
Google’s powerful technology.
https://www.morevisibility.com/blogs/sem/automate-remarketing-list-optimization-with-smart-lists.html
One very effective way to leverage
Google Analytics data to target users
who are most likely to convert when
they come back to a site is to use
“Smart Lists”. In the words of Google, “a
Smart List is a remarketing audience
that Google Analytics generates to
maximize your conversions.”
32. AI (or Machine Intelligence) is the area
of computer science that allows the
simulation of human intelligence by
machines.
• perception
• learning
• reasoning
• problem solving
• self-correction and
• communication.
33. AI (or Machine Intelligence) is the area
of computer science that allows the
simulation of human intelligence by
machines.
• perception
• learning
• reasoning
• problem solving
• self-correction and
• communication.
This includes:
•perception
•learning
•reasoning
•problem solving
•self-correction and
•communication
34. AI (or Machine Intelligence) is the area
of computer science that allows the
simulation of human intelligence by
machines.
• perception
• learning
• reasoning
• problem solving
• self-correction and
• communication.
This includes:
•perception
•learning
•reasoning
•problem solving
•self-correction and
•communication
44. LIVErtising.net 24
The basic AI fields
01 02 03 04
MOVE,
WALK,
RUN
LOOK &
SEE
Extract /
Generate
Meaning
IDENTIFY
PATTERNS,
GROUP
OBJECTS
SPEAK
LISTEN
WRITE-READ
05
45. LIVErtising.net 24
The basic AI fields
Physical
AI
01 02 03 04
MOVE,
WALK,
RUN
LOOK &
SEE
Extract /
Generate
Meaning
IDENTIFY
PATTERNS,
GROUP
OBJECTS
SPEAK
LISTEN
WRITE-READ
05
46. LIVErtising.net 24
The basic AI fields
Physical
AI
Computer
Vision
01 02 03 04
MOVE,
WALK,
RUN
LOOK &
SEE
Extract /
Generate
Meaning
IDENTIFY
PATTERNS,
GROUP
OBJECTS
SPEAK
LISTEN
WRITE-READ
05
47. LIVErtising.net 24
The basic AI fields
Physical
AI
Computer
Vision
Speech rec
& Synt
01 02 03 04
MOVE,
WALK,
RUN
LOOK &
SEE
Extract /
Generate
Meaning
IDENTIFY
PATTERNS,
GROUP
OBJECTS
SPEAK
LISTEN
WRITE-READ
05
48. LIVErtising.net 24
The basic AI fields
Physical
AI
Computer
Vision
Speech rec
& Synt NLP
01 02 03 04
MOVE,
WALK,
RUN
LOOK &
SEE
Extract /
Generate
Meaning
IDENTIFY
PATTERNS,
GROUP
OBJECTS
SPEAK
LISTEN
WRITE-READ
05
49. LIVErtising.net 24
The basic AI fields
Physical
AI
Computer
Vision
Speech rec
& Synt NLP
Heuristic
Classification
01 02 03 04
MOVE,
WALK,
RUN
LOOK &
SEE
Extract /
Generate
Meaning
IDENTIFY
PATTERNS,
GROUP
OBJECTS
SPEAK
LISTEN
WRITE-READ
05
52. LIVErtising.net 26
A very brief historical perspective of AI
AI Prehistory Alan TURING
Isaac ASIMOV
Dartmouth
Conference
“AI winters” Deep Blue
IBM Watson
ALPHA GO
1945-50 1956
1974-80
1987 - 93
1997
2011
2016
53. LIVErtising.net 26
A very brief historical perspective of AI
AI Prehistory Alan TURING
Isaac ASIMOV
Dartmouth
Conference
“AI winters” Deep Blue
IBM Watson
ALPHA GO
1945-50 1956
1974-80
1987 - 93
1997
2011
2016
54. LIVErtising.net 26
A very brief historical perspective of AI
AI Prehistory Alan TURING
Isaac ASIMOV
Dartmouth
Conference
“AI winters” Deep Blue
IBM Watson
ALPHA GO
1945-50 1956
1974-80
1987 - 93
1997
2011
2016
55. LIVErtising.net 26
A very brief historical perspective of AI
AI Prehistory Alan TURING
Isaac ASIMOV
Dartmouth
Conference
“AI winters” Deep Blue
IBM Watson
ALPHA GO
1945-50 1956
1974-80
1987 - 93
1997
2011
2016
56. LIVErtising.net 26
A very brief historical perspective of AI
AI Prehistory Alan TURING
Isaac ASIMOV
Dartmouth
Conference
“AI winters” Deep Blue
IBM Watson
ALPHA GO
1945-50 1956
1974-80
1987 - 93
1997
2011
2016
57. LIVErtising.net 26
A very brief historical perspective of AI
AI Prehistory Alan TURING
Isaac ASIMOV
Dartmouth
Conference
“AI winters” Deep Blue
IBM Watson
ALPHA GO
1945-50 1956
1974-80
1987 - 93
1997
2011
2016
70. LIVErtising.net 28
An ALGORITHM is
a set of instructions
that tells an agent
what to do.
ALGORITHMS
(…) it’s a procedure
that helps solve a
problem, without each
time inventing a
solution (ABITEBOUL & DOWEK, 2017, 11)
71. LIVErtising.net 29
(…) it’s a procedure that helps
solve a problem, without each
time inventing a solution
(ABITEBOUL & DOWEK, 2017, 11)
72. LIVErtising.net 29
(…) it’s a procedure that helps
solve a problem, without each
time inventing a solution
(ABITEBOUL & DOWEK, 2017, 11)
73. LIVErtising.net 30
Algorithm to convert Fahrenheit
into Celsius:
1. Read Fahrenheit temperature
2. Calculate and write Celcius temperature
3. Stop
74. LIVErtising.net 30
Algorithm to convert Fahrenheit
into Celsius:
1. Read Fahrenheit temperature
2. Calculate and write Celcius temperature
3. Stop
75. LIVErtising.net
31
1.1
1.2
Algorithm to convert Fahrenheit
into Celsius:
1. Read Fahrenheit temperature and write it to
memory as “F”
2.Calculate and write Celcius temperature:
1. Subtract 32 from F and multiply by 5/9
2. Write the result to memory as C
3.Stop
99. AI is the replication of human
intelligence in computers Radu Raicea
100. AI is the replication of human
intelligence in computers Radu Raicea
Machine Learning refers to the
ability of a machine to learn using
large data sets instead of hard coded
rules Radu Raicea
101. AI is the replication of human
intelligence in computers Radu Raicea
Machine Learning refers to the
ability of a machine to learn using
large data sets instead of hard coded
rules Radu Raicea
Deep learning are algorithms
arranged in layers to mimic the
brain’s learning patters Daniel Ramsay
117. LIVErtising.net 51
Two stages in ML
https://insidebigdata.com/2016/06/03/how-to-use-analytics-driven-embedded-systems-to-drive-smart-technology-development/
2
1
118. LIVErtising.net 51
Two stages in ML
https://insidebigdata.com/2016/06/03/how-to-use-analytics-driven-embedded-systems-to-drive-smart-technology-development/
2
119. LIVErtising.net 51
Two stages in ML
https://insidebigdata.com/2016/06/03/how-to-use-analytics-driven-embedded-systems-to-drive-smart-technology-development/
135. LIVErtising.net 57
AI contribution to Marketing Communication
Predicting
consumer
behaviour
Personalizing
contents &
com
Detecting
trends
136. LIVErtising.net 57
AI contribution to Marketing Communication
Predicting
consumer
behaviour
Personalizing
contents &
com
Detecting
trends
Optimizing
the Ps
137. LIVErtising.net 57
AI contribution to Marketing Communication
Predicting
consumer
behaviour
Personalizing
contents &
com
Detecting
trends
Optimizing
the Ps
Integrating
Mar & Com
data
138. LIVErtising.net 57
AI contribution to Marketing Communication
Predicting
consumer
behaviour
Personalizing
contents &
com
Detecting
trends
Optimizing
the Ps
Integrating
Mar & Com
data
Analytics &
Attributing
Results
139. LIVErtising.net 57
AI contribution to Marketing Communication
Predicting
consumer
behaviour
Personalizing
contents &
com
Detecting
trends
Optimizing
the Ps
Integrating
Mar & Com
data
Analytics &
Attributing
Results
Monitoring
the Brand
152. LIVErtising.net 67
AI contribution to Marketing Communication
Predicting
consumer
behaviour
Personalizing
contents &
com
Detecting
trends
Optimizing
the Ps
Integrating
Mar & Com
data
Analytics &
Attributing
Results
153. LIVErtising.net 67
AI contribution to Marketing Communication
Predicting
consumer
behaviour
Personalizing
contents &
com
Detecting
trends
Optimizing
the Ps
Integrating
Mar & Com
data
Analytics &
Attributing
Results
Monitoring
the Brand
175. LIVErtising.netS 2017-18 79
pre-‘90s
promotion interaction
SOCIAL
connect
tivity immersion
offline digital
‘90s 2004 2007 2015 2017
community
MOBILE &
local virtual
Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016.
Recent evolution of THE MEDIA
algo
rhithmic
singularity