The document discusses how various Google Cloud technologies can help with marketing by enabling attraction, conversion, and retention of customers. It provides examples of using Cloud Vision API for data-driven creative content, Cloud Storage and Cloud Functions for call center analytics, and Google Analytics and Google Marketing Platform for activating audiences based on call sentiment analysis. The document encourages trying out code samples and explores how machine learning and data analytics can enhance marketing without replacing human jobs.

1. Damion Brown
Data Runs Deep, Melbourne, Australia
@thatsdamion
Cloud Marketing
With Google

2. Hello!

11. How does this help
marketing?

15. Attraction

16. Attraction
Conversion

17. Attraction
Conversion
Retention

18. Attraction
Data-Driven Creative

19. Impressions
Clicks
CTR
CPC
Bounce Rate
Conversions
Cost per Conversion

20. Cloud Vision API - see http://drd.fish/cloud-creative

21. Cloud Vision API - see http://drd.fish/cloud-creative

22. Data-Driven Creative
Cloud Vision API - see http://drd.fish/cloud-creative

23. Lift n’shift

24. Attraction
Data-Driven Audiences

25. https://needlanalytics.com/

26. https://needlanalytics.com/

27. Conversion
Intelligent Pre-Fetching

28. drd.fish/iih-pre-fetch
Sample code for
Google Cloud
Platform:
drd.fish/gcp-pre-fetch

29. This is your site without & with Fetch
X
Prefetching eliminates the DNS lookup, initial connection, and SSL
handshake. It also significantly reduces the time to first byte (TTFB)
and content download time.
Example: https://datarunsdeep.com.au/who-we-are

30. Conversion
CRM Personalisation

31. http://drd.fish/cloud-personalisation

32. http://drd.fish/cloud-personalisation

33. http://drd.fish/cloud-personalisation

34. Grab the code and try
it out!
drd.fish/cloud-personalisation

35. Retention
How can we stop people
leaving?

36. 36The Products logos contained in this icon library may be used freely and without permission to accurately reference Google's technology and tools, for instance in books or architecture diagrams.

37. 37The Products logos contained in this icon library may be used freely and without permission to accurately reference Google's technology and tools, for instance in books or architecture diagrams.
Calls Sentiment Analysis
Architecture: General > Calls Sentiment Analysis
Recordings
Bucket
Cloud Storage
Call Centre
Recordings
Create Transcripts
Cloud Speech-to-Text
Transcripts
Bucket
Cloud Storage
Analysis & Activation
Semantic Analysis
Look for:
● Likelihood to churn
● “Cancel”
● “Not happy”
● Negative
sentiments
Dispatch Measurement
protocol hits
Cloud Functions
Associate Client IDs and User
IDs with segment categories
Google Analytics
Google
Marketing
Platform
Audiences
Utilise for
remarketing,
marketing
suppression, and
personalisation
Analysis Toolset
ML
Cloud ML
BigQuery ML
BigQuery
Natural
Language API

38. So how do I get started?

41. Google BigQuery
owox.com

42. http://drd.fish/bq-warehouse

44. So are we all going to be
replaced by robots?

47. @thatsdamion