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."