can search be machine learned?

Dave Schwartz | @davesch7Can Search Be Machine Learned?

12.9.2016

2 | Copyright © 2016 Criteo

Machine learning is predicting problems and solutions everywhere

Machinescan…

1997Beat the world chess champion

2011Beat a humans at Jeopardy

2015Achieve semi-autonomous driving

1952Playcheckers

2013Power mainstream facial recognition

2016Beat a professionalGo player

YesterdayDiagnosediabetic retinopathybetter than radiologists.


Search today still depends on human intervention


Today's innovation still takes shortcuts

““I visited the site yesterday,and looked at jeans and shoes”

“I visited the site two weeks ago and browsed purses”

“ “I bought sockson sale”“

“I bought gifts formy whole family”“

VisitorL30 DAYS

PurchaserL30 DAYS


Feed

Inventory

Margin

Sales

Product History

Product Attributes

Top Products

Seasonal Favorites

High Margin BrandsLow

Margin Brands

All Products

Today's innovation still takes shortcuts

SEARCH MANAGERCATALOG MAKING SENSE CAMPAIGNS


We are still on the green slopes


What if your search technology considered all signals before acting?

Usercontext

Marketcontext

Productcontext

Brand

Margin

Sales

Inventory

Price

SeasonalFavorites

Category

Similarproducts

Time Device

On sitebehaviorGeo

Searchquery

Trends

Seasonality

Competitivepricing


Time since visit

Pages visited

Cart abandons

Price preferences

…

Value $2

Value $3

What could machine learned RLSA look like

Value $1


Feed

Inventory

Margin

Sales

Product History

Product Attributes

Price

Competitors’ offering

Similar products

Seasonality

Device

What could machine learned bidding look like


What if we predicted the outcome of every bid change?

Incremental & Aggregate Profits

Incremental Losses but Aggregate Profits

Incremental Losses & Aggregate Loss


What if we understood interdependencies better?

Los AngelesLondon

75%

20%55%

40%

25% 35%


What if we can predict competitive pricing?

What if we could bid only when we are cheap and not when we are expensive?

$$ $ $

$$ $ $$

$$ $$$$ $$$$

$$$$ $$$$ $$$$

Do not bid Bid


Our global scale enables powerful machine-learning that can’t be replicated

4B+Products

1.2B+Internet users

reached monthly

13K+Clients

17K+Publishers

Deep relevancy for consumers. 13x average ROAS for you.


Introducing Criteo Predictive Search

Increase ROI from Google Shopping with an automated technologythat programmatically optimizes every aspect of your campaigns.


How it works

FeedOptimization

1

3

MachineLearning 2

Campaigns & reporting in AdWords

Advanced RemarketingBehavioral targetingbased on user intent

Responsive CampaignsManagement of structure,bid modifiers, and negatives

Predictive BiddingAutomatic daily bids based onproducts, users, and device


Customer success

“ “ “Criteo helped us grow our Google Shopping program in a way that we couldn’t do on our own.”

“

+36% ROAS

“Our year-over-year performance has grown by triple digits in just six months.”

“From the consistent results we’ve gotten from Criteo, it’s clear we made the right decision.”

+90% Conversion Rate


A trusted partner for leading retailers

Fashion & Accessories

Health & Beauty

Sporting Goods

Computing & Office

Mass Merchants

Toys, Gifts, & Leisure

Home & Garden

Books & Media

Thank you.

can search be machine learned?

Marketing