If you've ever doubted the hunger brands have for more and better consumer information, you just need to look at Twilio buying customer data startup Segment this week for $ 3.2 billion. Google sees this like everyone else and today has introduced updates to Google Analytics to help businesses better understand their customers (especially in combination with related Google tools).
Vidhya Srinivasan, vice president of Google's measurement, analytics and purchasing platforms, wrote in a blog post for the company introducing the new features the company sees in this changing customer brand dynamic due to COVID and wants to help. adding new features that help marketers achieve their goals, whatever they are.
One way to accomplish this is to integrate Analytics with machine learning to automatically highlight important data for marketers using the platform. "[Google Analytics] has machine learning at its core to automatically emerge useful information and gives you a complete understanding of your customers across devices and platforms, "Srinivasan wrote in the blog post.
The idea behind the upgrade is to give marketers access to more information they care about most by using machine learning to bring out data such as which customer groups are most likely to buy and which are most Likely to churn out, the very types of information marketers (and sales) must try to make proactive moves to prevent customers from leaving or, conversely, turn those ready to buy into sales.
If it works as described, it can offer marketers a way to measure their performance with each customer or customer group throughout the entire lifecycle, which is especially important during COVID when customer needs are constantly changing.
Of course, being a Google product, it's designed to work well with Google Ads, YouTube, and other tools like GMail and Google Search along with non-Google channels. As Srinivasan wrote:
The new approach also helps meet the long-standing demands of advertisers. Because the new Analytics can measure app-to-web interactions together, it can report conversions from YouTube engaged views that occur in-app and on the web. See conversions from YouTube video views along with channel-to-channel conversions. Google and non-Google payment and organic channels like Google Search, social and email, helps you understand the combined impact of all your marketing efforts.
The company is also looking to future-proof the data with an eye towards stricter privacy laws like the GDPR in Europe or the CCPA in California using modeling to fill information gaps when cookies or others cannot be used. tracking software.
All of this is designed to help marketers, trapped in difficult times with a changing regulatory landscape, better understand customer needs and provide them with what they want when they want, when they just try to keep customers satisfied.