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Google embraces the power of machine learning in new ads and analytics products

Tyrone Stewart

GoogleGoogle has introduced an array of products using the power of machine learning give marketers better data insights and targeting opportunities.

The first of these products is Google Attribution, which enables marketers to measure the impact of their marketing across devices and channels, all in one location.

Google Attribution integrates with AdWords, Google Analytics and DoubleClick Search to bring data from all marketing channels together – providing marketers with a complete view of performance. Furthermore, it enables the marketer to switch to data-driven attribution – which uses machine learning to determine how much credit to assign to each step of the consumer journey.

The product is currently available in beta and will roll out to more advertisers in the ‘coming months’.

“With today’s complex customer journey, your business might have a dozen interactions with a single person - across display, video, search, social, and on your site or app. And all these moments take place on multiple devices, making them even harder to measure,” said Sridhar Ramaswamy, SVP of ads & commerce at Google, in a blog post.

“As a result, many marketers are stuck using last-click attribution, which misses the impact of most marketing touchpoints. With Google Attribution, we’ll help you understand how all of your marketing efforts work together and deliver the insights you need to make them work better.”

In addition to the attribution product, Google has also introduced ‘location extensions’ – so consumers can find stores from YouTube video ads – and ‘store sales measurement’ to enable businesses to measure in-store revenue in addition to store visits delivered by ads.

Finally, Google has introduced ‘in-market audiences’ to Search. This uses machine learning to better understand purchase intent, enabling businesses to reach users who are ready to purchase products and services that they offer.