Learn about the future or and challenges in media and marketing and Microsoft’s platform for transformation.

2. 2
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

3. 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

4. Empower every person and every organization
on the planet to achieve more
Create more
personal computing
Reinvent productivity
& business process
Build the
intelligent cloud
Microsoft’s Mission
Machine Learning

6. Microsoft’s Mission
The Future of Media & Marketing
Challenges in Media and Marketing
A Scenario: Personalized Marketing
A Platform for Transformation
Our Partnership

7. Channels Services Offerings
Traditional
„appointment TV“
Multichannel content
experiences
Personalized content
offerings - anytime,
anywhere, any device
SILVER SURFER
> 64 YEARS
DIGITAL IMMIGRANTS
30..64 YEARS
DIGITAL NATIVES
< 29 YEARS
my
Control
D
A
T
A
Audiences
The Future of Media
Towards personalized content experiences

8. 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 Marketing
Towards personalized marketing experiences

9. Microsoft’s Mission
The Future of Media & Marketing
Challenges in Media and Marketing
A Scenario: Personalized Marketing
A Platform for Transformation
Our Partnership

10. 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 Marketing
Why 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
Purchase
Satis-
faction
Referral
Re-
purchase

11. 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
Loyalty
ERP
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

12. Multi-Device and Multi-Service Tracking
Why creating personalized content and marketing experiences is difficult

13. Special Offer
EMail
Search
Social Channels
Store
Price Comparison
Mobile
eCommerce Shop
Deal
Social 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
RTA
Agency/
Networks
Agency/
Networks
DMP
Agency/
Networks
DMPDMP
Agency/
Networks
DMP
Agency/
Networks
Customer Journey Tracking
Why creating personalized content and marketing experiences is difficult

14. Microsoft’s Mission
The Future of Media & Marketing
Challenges in Media and Marketing
A Scenario: Personalized Marketing
A Platform for Transformation
Our Partnership

15. 15
Company – Expo, a smart watch company
Need – To introduce their second gen smart
watch (the Echo) with natural-language
voice control
Goals:
The Brief
E
40%
awareness for the
product in the
first three months
100,000
units in the first
3 months of sales

16. 16
1. Research and strategy development E
Research
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
Microsoft Predictive
Analytics shows which
media types and formats will
be most effective
Keyword Focus –
• Save Time
• Simple
• Manage Activities
• Share Information
• Introduction Price
Creative
Microsoft Predictive
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

17. 17
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.

18. 18
3. Placement E
No 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
Owns Current Gen Smartphone
Works Full Time
Edgar
Men 25-35
Single
$75K+ HH Income
Travels for Business
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

19. 19
4. Customer-centered integrated execution E
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
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

20. 20
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!

21. 21
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
4. Customer-centered integrated execution E

22. 22
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!
4. Customer-centered integrated execution E

23. 24
The Recommendation Engine: Azure Machine Learning
Easy to setup and integrate
decision engine
Media & 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

24. 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

25. 26
1.
Ellie
Eddie
Research & Strategy
Development
Execution
Planning
Reporting
Optimization
2.
4.
5.
6.
Customer-Centered, Personalized Experiences
Microsoft provides the platform for delivering
customer-centered, personalized experiences
E

26. Microsoft’s Mission
The Future of Media & Marketing
Challenges in Media and Marketing
A Scenario: Personalized Marketing
A Platform for Transformation
Our Partnership

27. 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
Travels for Business
Works Full Time
Microsoft ID
Microsoft Data Platform
Microsoft Business Intelligence

28.  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 US
Iowa
West US
California
North Europe
Ireland
East US
Virginia
East US 2
Virginia
US Gov
Virginia
North Central US
Illinois
US Gov
Iowa
South Central US
Texas
Brazil South
Sao Paulo
West Europe
Netherlands
China North *
Beijing
China South *
Shanghai
Japan East
Saitama
Japan
West
Osaka
India West
TBD
India East
TBD
East Asia
Hong Kong
SE Asia
Singapore
Australia West
Melbourne
Australia East
Sydney
* Operated by 21Vianet
Microsoft Cloud
A highly efficient, globally available, secure cloud platform

29. Microsoft Cloud

30. Microsoft Cloud

32. Microsoft Data Platform and Business Analytics
Creating a 360° view of the consumer
Semi-suctured
e.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
Structured
e.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
POLYBASE
Un-structured
e.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
Networks
unknown data
sources, unknown
data structures
Understanding and
engaging with the
consumer
Hadoop

35. Azure Active Directory B2C
Managing customer identities

36. Azure Mobile Engagement
Connecting 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

37. Azure Machine Learning
Customer Insight with Azure ML – from Data to Results
Azure Portal
ML Studio
ML API service
Azure Ops Team
Data Scientists
Developers

38. Recommendations API Microsoft Azure Machine
Learning
Azure Machine Learning: Recommendations
Item-to-Item and Customer-to-Item Recommendations
http://azure.microsoft.com/en-us/documentation/articles/machine-learning-azure-ml-customer-churn-scenario/

39. 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

40. proprietary and confidential | 42Delivering the Moment
A Shared Vision