Abstract: 

As AI continues to advance, so will the ability to use it to improve digital marketing strategies and provide valuable customer insights for companies. With the ability to collect data, analyze it, apply it and then learn from it, AI is transforming digital strategies. As it continues to advance, so will the ability to use it to improve digital marketing strategies and provide valuable customer insights for companies.

In this session, Dean from Google ads team will share a few key challenges in digital marketing that can be addressed by data science and AI, including targeting, measurement, attribution etc., together with some real life case examples where such business challenges are addressed with data and technology. He will also demonstrate how to leverage Google cloud APIs to generate insights from unstructured data that help marketing professionals to make better decisions and designs.

We would hope the audience of this breakout session are able to walk away with better understanding of the challenges in digital marketing and how data science can be useful in solving some of them. Data science researchers and developers would also be encouraged to explore new areas of challenges in the world of marketing, and create more practical and impactful use cases of data science and AI.

Bio: 

Dean Wang is a Data Science Lead from Google. He leads the data science and machine learning team in Google Southeast Asia business unit to serve advertisers across the region, for multiple industries. He did his PhD in operation research in NTU, and has worked for McKinsey, SAP and Apple as data scientist before joining Google. He was part of the data science research team that helped German Football team compete (and win) world cup 2014 (and left before 2018).