Google Analytics 360 Suite to use machine learning

Posted on: Wednesday 25 May 2016

Google's latest technology will use machine learning to improve capabilities.

Google's new Analytics 360 Suite has been launched, which aims to bring together the range of Google products to work alongside each other.

A key focus of the search giant when creating this product has been machine learning, Google analytics evangelist Justin Cutroni told eMarketer.

"We’re really interested in leveraging machine learning, so that businesses can take more action on the data," he stated.

The idea is that machine learning will look for signals that are impacting key metrics in order to identify which conversions are the most high-value.

Speaking about the growth of machine learning, Mr Cutroni stated: "Once a user performs a trigger behaviour, we understand that they are more qualified and marketers can then change that message and adjust offers, frequency and advertising more efficiently."


Related content

IAB UK supports updated DPN Guidance on Legitimate Interests

IAB UK supports updated DPN Guidance on Legitimate Interests

The Data Protection Network (DPN) has published an update to its widely-read guidance on Legitimate Interests.

Learn more

A new look as we come of age

This year, the IAB is reaching a milestone – we’re turning 21. 


Learn more

New BBC scheme will help students identify fake news

The BBC is launching a new initiative designed to help students spot fake news on the web.

Learn more

Amazon Key will allow couriers to drop off parcels inside homes

The Amazon Key will transform delivery drop-offs in the future, thanks to innovative technology.

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.