Machine Learning (ML) is a technology to transform consumers’ lives and, for brands, to transform how marketing is executed. This session introduces the definition of ML, an area of focus for Google, and looks at the potential for advancing marketing, providing hands-on best practices. In the second half, an holistic marketing initiative making the most out of Google’s ML technology will be unveiled by the CMO of Loco Partners, the business running the Relux reservation service brand for first rate hotels.