Media in Transformation: A Technology Perspective

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We are the only company with

history and continued focus in

building platforms and

ecosystems that create broad

opportunity

Satya Nadella, CEO, Microsoft

Microsoft’s Mission

The Future of Media & Marketing

Challenges in Media and Marketing

A Scenario: Personalized Marketing

A Platform for Transformation

Our Partnership





opportunity







Our Partnership

Empower every person and every organization on the planet to achieve more

Create morepersonal computing

Reinvent productivity & business process

Build the intelligent cloud


Machine Learning






Our Partnership

Channels Services Offerings

Traditional

„appointment TV“

Multichannel content

experiences

Personalized content

offerings - anytime,

anywhere, any device

SILVER SURFER> 64 YEARS

DIGITAL IMMIGRANTS30..64 YEARS

DIGITAL NATIVES< 29 YEARS

my

Control

D

A

T

A

Audiences

The Future of MediaTowards personalized content experiences

Customer-Centered

What if our marketing could be valuable to the consumer and help them move along the customer jouney?

Integrated

What if we had one solution for all our media targeting and content optimization. Working across broadcast, print, online, and social media?

When

marketing

places the

consumer at

the center it

not only

creates a better

experience for

consumers, it

increases

return for the

brand.

Personalized

What if we could make every piece of content we share with consumers personalized to them?

Optimized

What if your marketing was automatically working to help you achieve your goals?

The Future of MarketingTowards personalized marketing experiences






Our Partnership

Disparate and Unclean Data

Data gathered from different internal and external data sources often contains incomplete and inaccurate data, and duplicates, and is structured differently.

Challenges in Media – and MarketingWhy creating personalized content and marketing experiences is difficult

Multi-Device/Multi-Service Tracking

People use multiple devices and services now and tracking users between devices and services for a seamless interaction is extremely hard.

User

Data

LoB

systems

Social

Net-

works

Adver-

tising

Inter-

net

(Web,

IoT)

3rd

Party

Data

Mobile

Apps

Customer Journey Tracking

Currently it is hard to treat people differently depending on where they are in their customer journey.

Awareness

Consideration

Preference

PurchaseSatis-

faction

Referral

Re-

purchase

Disparate and Unclean Data

POS

Loyalty

ERPEcomm

CRM

DMP

DSP

Publisher

Website

Listening

Email

Social

Paid Search

Location

Mobile

Financial

Video

Broadcast

Broadcast

One View of the Customer

POS

LoyaltyERP

Ecomm

CRM

DMP

DSP

Publisher

Website

Listening

Email

Social

Paid Search

Location

Mobile

Financial

Video

Broadcast

Broadcast

Disparate Data Hides the Consumer

Data Consolidation

Consolidated Data Provides

Holistic View of the Consumer

Why creating personalized content and marketing experiences is difficult

Multi-Device and Multi-Service TrackingWhy creating personalized content and marketing experiences is difficult

Special Offer EMail

Search

Social Channels

Store

Price Comparison

Mobile

eCommerce Shop

DealSocial Channels

eCommerce Shop

Special Offer EMail

Mobile

Talk

Store

Coupon

E-Mail Campaign

Display AD Campaign

Re-Targeting Campaign

Social Listening

Coupon Campaign

Social Media Campaign

Data Driven Targeting Campaign

Up Selling Campaign

Cross Selling Campaign

Shoe Magazine

RTAAgency/Networks

Agency/Networks

DMPAgency/Networks

DMPDMPAgency/Networks

DMPAgency/Networks

Customer Journey TrackingWhy creating personalized content and marketing experiences is difficult






Our Partnership

15

Company – Expo, a smart watch company

Need – To introduce their second gen smart

watch (the Echo) with natural-language

voice control

Goals:

The BriefE

40% awareness for the

product in the

first three months

100,000units in the first

3 months of sales

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1. Research and strategy development EResearch

CRM

Media

Metrics

ERP POS

DMP Social

Integrated view of the data through Power

BI to find the ideal target and messaging.

Personas

Microsoft Predictive

Analytics shows the two

most relevant personas for

the Echo Device

Emma

Women 30-40

2+ Kids

$100K+ HH Income

Owns Current Gen Smartphone

Works Full Time

Edgar

Men 25-35

Single

$75K+ HH Income

Travels for Business

Works Full Time

Online Video

Media


Analytics shows which

media types and formats will

be most effective

Keyword Focus –

• Save Time

• Simple

• Manage Activities

• Share Information

• Introduction Price

Creative


Analytics determines the

most relevant messages and

content

Keyword Focus –

• Get More Done

• Improve Productivity

• Attractive

• New

• Special Invite Offer

Programmatic Display

Mobile

Search

TV

Online Radio

Programmatic Display

TV

Search

Mobile

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2. Planning E

Media

Creative

Determines media placements, timeline

allocation, estimated GRP and

impression levels.

Microsoft Dynamics Marketing provides

Expo a complete integrated marketing

management and planning solution.

Plan timeline and resource workflows

along with budget management.

Manage all your assets in one place and

collaborate as a team.

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3. Placement ENo Guesswork Media

Placement

Placements are made on a wide variety

of medias and providers and is

continuously monitored and optimized

based on your KPI’s

Emma

Women 30-40

2+ Kids

$100K+ HH Income


Works Full Time

Edgar

Men 25-35

Single

$75K+ HH Income


Works Full Time

Put in the targets and

Microsoft Media Placement

tool recommends the best

placements

Programmatic

Google

Bing/MSN

Social

TV

Video

Mobile

Set in motion the

multivariate creative plan

Images

Offers

Colors

Landing Pages

Headlines

Lengths

Formats

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4. Customer-centered integrated execution EEmma

Women 30-40

2+ Kids

$100K+ HH Income


Works Full Time

Edgar

Men 25-35

Single

$75K+ HH Income


Works Full Time

Eddie

Customer-centered marketing is much more than just demos and

placements. It is focused around individuals: their likes, interests and

behaviors. Instead of yelling our message at Ellie and Eddie, let’s see how

we can interact with them in a personal way.

Ellie

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4. Customer-centered integrated execution E

Ellie

Eddie

Awareness Exploration

As Simple

as saying

“What’s

my heart

rate?”

Learn

More

The Dynamic Content

Optimization

solution determines

the best image to

place that resonates

with Ellie, along with

the most effective

CTA button color

It’s Simplified my Life

“Chris Pratt”

Learn

More

The Dynamic Content

Optimization

solution works with

video as well, giving

Eddie the video that

best fits his profile

and has the best

chance for an action

Custom landing page

targeted to Ellie’s browsing

history and social

conversations.

Try it on

with your

XBOX

Ellie’s LiveID tells us she has an XBOX, so we invite

her to use the Echo interactive app.

Custom landing page

targeted to Eddie’s browsing

history and social

conversations.

Demo it on

your

phone!

Eddie is visiting the page via his mobile device.

Because of this we target him to download the mobile

app to test the voice recognition

of the Echo.

Tracks Elevation!

Know exact

running route!

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Ellie

Eddie

Preference

With XBOX Kinect,

Ellie can virtually try

on the watch and see

how it might look on

her wrist. She can

also try different

colors and see which

one she likes the

best.

On his mobile device,

Eddie can interact with

the device and play

with the voice

commands to see if he

likes it.

Custom art in the Facebook

ad showing Ellie the exact

color she spent the most

time with on the XBOX.

Content changes to a complete message since

Ellie is clearly deep in research based on website

behavior.

A new remarketing ad

featuring a competitive

review since Eddie spent a

lot of time on the

comparison page on the site

Engadget is chosen based on his twitter and web

browsing behavior.

“Say Something”

Buy Now

Discover how Echo stacks up vs the competition.

Echo makes using a

smartwatch as

simple as talking

Echo

WWW.EchoWatch.com

Echo Watch

Highest rated smartwatch ever. “Finally a easy to use smartwatch” Engadget


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Ellie

Eddie

Purchase

Custom content based on Ellie’s interest and likes.

Custom content based on Eddie’s interest and likes.

Ellie decides to

purchase her Echo

online via the Echo’s

customized website

As Eddie walks by a

store that carries the

Echo, he receives a

message asking him

to come try the

device on.

He does and the

purchase is then

made.

Why Jennifer wears Echo!

Why Chris wears Echo!


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The Recommendation Engine: Azure Machine Learning

Easy to setup and integrate

decision engineMedia & Creative

is consumed

Azure ML learns what

works best for each

audience

Azure ML tells your

DMP what to optimize

Targeted Demo

Media Vehicles

Creative

Landing Page

Offers

5. Optimization E

25

Ellie Eddie

Reporting with ease to find Insights

One dashboard for all

your marketing data.

Get a complete holistic

view of your

omnichannel

marketing program

and discover insights

and recommendations

to improve the

program.

6. Reporting E

26

1.

Ellie

Eddie

Research & Strategy

Development

Execution

Planning

Reporting

Optimization

2.

4.

5.

6.

Customer-Centered, Personalized Experiences

Microsoft provides the platform for deliveringcustomer-centered, personalized experiences

E






Our Partnership

Organize, Analyze and Visualize Data

Take inventory of all data sources and run them through Microsoft’s Azure Machine learning customer organization algorithms to unify customer list, visualize insights, and develop personas

How can Microsoft help?Enabling future media and marketing with key technologies, services, and platforms

Track Consumers Across Devices and Services

With Microsoft’s ID’s we can determine who is using what device and if a consumer has moved from one device to the other.

A Complete Platform Ecosystem

Microsoft has all the tools needed to easily setup and deploy a complete customer centric marketing data platform. Everything from physical hardware, cloud solutions, visualization, ad inventory, CRM’s, etc.

CRM

Media

Metrics

ERP POS

DMP Social

Men 25-35

Single

$75K+ HH Income


Works Full Time

Microsoft ID

Microsoft Data Platform

Microsoft Business Intelligence

100+ datacenters

One of the top 3 networks in the world (coverage, speed, connections)

2x AWS and 6x Google number of offered regions

G Series – Largest VM available in the market – 32 cores, 448 GB Ram, SSD…

Operational Announced

Central USIowa

West USCalifornia

North EuropeIreland

East USVirginia

East US 2Virginia

US GovVirginia

North Central US

Illinois

US GovIowa

South Central US

Texas

Brazil SouthSao Paulo

West EuropeNetherlands

China North *Beijing

China South *Shanghai

Japan EastSaitama

Japan WestOsaka

India WestTBD

India EastTBD

East AsiaHong Kong

SE AsiaSingapore

Australia WestMelbourne

Australia EastSydney

* Operated by 21Vianet

Microsoft CloudA highly efficient, globally available, secure cloud platform

Microsoft Cloud

Microsoft Data Platform and Business AnalyticsCreating a 360° view of the consumer

Semi-sucturede.g. web ltrogs, beacon data,

RFID data, “the Internet of things”

LoB Applications

MediaOcean,

BARB, Comscore,

Nielsen, ERP,

CRM, …

Analytical Platform System

E

T

L

EDW

DM

DM

DM

Excel

Power Query,

PowerPivot,

Power View,

Power Map

known data

sources, known

data structures

Media Research

Media Planning

Ad Placement

Campaign Analysis

Structurede.g. circulation, TV

viewership, impressions,

ad bookings, media

spend, dates

TOOLS APPLICATIONDATA TYPES DATA SOURCES INFRASTRUCTURE

Sites & Devices

Logs

Bots

Crawlers

Azure Machine

Learning

(Pig, R,

Map/Reduce)

Identifying patterns

and predicting

consumer behaviour

PO

LY

BA

SE

Un-structurede.g. social media posts,

blogs, e-mail, video, audio,

…

Social & Comms

Facebook

Twitter

YouTube

E-Mail

Text Indexing

Speech-to-Text

Sentiment Analysis

Object Recognition

Search and

Semantic

Networksunknown data

sources, unknown

data structures

Understanding and

engaging with the

consumer

Hadoop

Azure Active Directory B2CManaging customer identities

Azure Mobile EngagementConnecting with the consumer at the right time, in the right place

Out-of-app or

System Push

Deeplink to

Native Pages

Popup Text

Rich/HTML Page

In-app Push

Poll / Q&A

Azure Machine LearningCustomer Insight with Azure ML – from Data to Results

Azure Portal

ML Studio

ML API service

Azure Ops Team

Data Scientists

Developers

Recommendations API Microsoft Azure Machine

Learning

Azure Machine Learning: RecommendationsItem-to-Item and Customer-to-Item Recommendations

http://azure.microsoft.com/en-us/documentation/articles/machine-learning-azure-ml-customer-churn-scenario/

http://datamarket.azure.com/dataset/amla/recommendations

http://azure.microsoft.com/en-us/documentation/services/machine-learning/

http://azure.microsoft.com/en-us/documentation/articles/machine-learning-azure-ml-customer-churn-scenario/





opportunity







Our Partnership

proprietary and confidential | 42Delivering the Moment

A Shared Vision

Media in Transformation: A Technology Perspective

Technology

Transcript of Media in Transformation: A Technology Perspective