Business Tech

Google Analytics gets new features, updated version uses machine learning

Google Analytics - Appy Pie

Google has added a set of updates to Google Analytics to help companies understand their customers better especially in regards to the related Google tools.

To make the concept understandable Google cited a study showing that marketers usually find it difficult to get a complete and proper view of customers and useful insights from their data.

Google’s update to Analytics will provide marketers with the data they need to improve ROI and make long-term plans.

After the update, Google Analytics will be capable of alerting marketers to important data trends.

Vidhya Srinivasan, Vice President of measurement, analytics, and buying platforms at Google, introduced the new features in a company blog post saying that the company sees this changing customer-brand dynamic due to COVID-19, and it wants to assist by adding new features that help marketers achieve their goals.

Srinivasan further wrote, “The goals are achieved by infusing Analytics with machine learning to help highlight data automatically that’s important to marketers using the platform. The new update Google Analytics has machine learning to automatically surface helpful insights and gives the company a detailed understanding of its customers across devices and platforms.”

The idea behind the update by the company is to give marketers access to more information they care about most by using that machine learning to surface data like which groups of customers are most likely to buy and which are most likely to churn, the very types of information marketing and sales teams need to try to make positive moves to keep customers from leaving.

If the new features work as described, it will end up providing marketers a way to measure their performance with each customer or group of customers in the entire lifecycle, which is highly relevant to the COVID-19 situation when the customer needs are constantly changing.

This product is designed to play nicely with Google Ads, YouTube, and other tools like GMail and Google Search along with non-Google channels.

Srinivasan also wrote, “The new Analytics helps in addressing the longtime pending advertiser requests. The new Analytics has a capability to measure app and web interactions together, it can also include conversions from YouTube engaged views that take place in-app and on the web in reports.”

The new Analytics gives customer-centric measurement, instead of measurement fragmented by the device. The new Analytics uses multiple identity spaces, including marketer-provided User IDs and unique Google signals from users opted into ads personalization, to give you a better view of how your customers interact with your business. For instance, if customers first discover your business from a web ad and later install your app and make purchases there.

Businesses are already seeing benefits. Vistaprint was able to quickly measure and understand the customer response to their new line of protective masks.

Jeff Kacmarek, Vice President of Domino’s Pizza of Canada, found that linking the new Google Analytics to Google Ads enables them to optimize around the actions that matter most to their customers, regardless of how they interact with the brand.

The company is also trying to future proof analytics with strict privacy laws like GDPR in Europe or CCPA in California by using modeling to fill in gaps in information when you can’t use cookies or other tracking software.

All of this is designed to help marketers, in changing times with a shifting approach to better understand customer needs and deliver them what they want when they want it by keeping the customers satisfied.