In 2012 Forbes published a study – "by 2017 CMO will spend more on IT than CIO." In 2013 Forrester published a study - "It's no longer a question of whether technology plays a role in marketing; it's about what role the CMO needs to play in selecting the best solution to drive marketing and overall business success."
These trends are not slowing down. For many years marketing was a defined business. Now marketing is data driven business. Big Data and Machine Learning have started disruptive trends in Marketing. In the past, companies would analyze internal transactional data to learn about their customers. Today, companies have hosted Big Data warehouses collecting massive amounts of web and social data in order to learn more about their customers.
In this session, learn how the Microsoft Global Marketing team built predictive analytics solutions to meet the marketing and sales business need for Microsoft subsidiaries and business groups. The session will describe how Cortana Analytics components (Azure Machine Learning, Azure Data Factory) are used to build e2e solution in Cloud.