Peering into the looking glass

Raja SaggiHead of B2B Marketing, Google

Start at 10s, Stop at 1:53

4 Years ago

https://www.youtube.com/watch?v=etV2xP8IHLg

Now - New York Marathon

The Future is Already Here

it’s just not Evenly Distributed……

William Gibson

Agenda

•Mobile/AR

•Machine Learning

Confidential & Proprietary

Over 100 billion searches per month

… and 15% of daily queries we’ve never seen before!

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More than HALF of searches are on mobile

5 billion mobile users by 2020

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making sense of the world

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what do I mean?

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who is the 44th president how tall is he

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what about me?

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how do you as CMOs make use of this?

LeadGeneration

Calls toBusiness

MobileCommerce

AppDownloads

StoreVisits

SiteTraffic

I I Determining how mobile fits into your business strategy

CrossDevice

UserEngagement

I Main pillars for a successful mobile experience

Content

3

Speed

1

Functionality & Design

2

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?

Confidential + Proprietary

40%abandon if a

site takes >3 secto 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

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

Confidential + Proprietary

testmysite.withgoogle.com

I Main pillars for a successful mobile experience

Functionality & DesignSpeed Content

31 2

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?

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”

I Main pillars for a successful mobile experience

Functionality & DesignSpeed Content

31 2

I Let’s take a look at an example

Lead Generation

Relevant Information

Terms and Conditions

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what’s next?

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is that the future?

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

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Conversational

Get things done

In your world

Google Assistant Surfaces

Agenda

•Mobile/AR

•Machine Learning

Augmented Reality - Pokemon Go 1 Year Ago

Augmented Reality - Android and iOS support

Augmented Reality - Ikea Place App

https://www.youtube.com/watch?v=uaxtLru4-Vw play to 40s

Augmented Reality - Kabaq Technologies

Augmented Reality - in store navigation and offers

Agenda

•Mobile/AR

•Machine Learning

Machine Learning

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

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

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

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

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

Different types of emails

Asking for a refundFeedbackCustomer is out-of-homeProblem with websitePayment issueAdding a new product

insert

remove

Bringing structure to email using NLP

Measuring the impact

4X 10,000% ROI

FTE salary savedper month

Faster at responding to urgent emails

£10k

With minimal system cost of ~£100 / month

The Future is Already Hereit’s just not Evenly Distributed……

William Gibson

Tweets, Pluses, Feedback welcome

Twitter: @rajasaggi

Google+: rajasaggi

LinkedIn: Raja Saggi

Feedback is a Gift!!