If you’ve ever doubted brands have more and better information about consumers, all you have to do is watch Twilio buy the $ 3.2 billion customer data startup segment this week. Google sees this just like everyone else and today rolled out updates to Google Analytics to help businesses better understand their customers (especially when used in conjunction with related Google tools).
Vidhya Srinivasan, vice president of measurement, analytics and purchasing platforms at Google, wrote in a company blog post that featured the new features that the company is seeing and getting through these changing customer-brand dynamics due to COVID I want to support adding new features that will help marketers achieve their goals, whatever those may be.
One way to achieve this is to combine analytics with machine learning to automatically highlight data that is important to marketers using the platform. “[Google Analytics] focuses on machine learning to automatically generate helpful insights and give you a thorough understanding of your customers across devices and platforms, ”wrote Srinivasan in the blog post.
The idea behind the update is to give marketers access to more information that matters most to them by using this machine learning to gather data like the most likely groups of customers to buy and the most likely churn, the exact types of information marketing (and sales) must take proactive steps to discourage customers from leaving the company or, conversely, to convert those willing to buy into sales.
When it works as described, it can give marketers the ability to measure their performance with each customer or group of customers across their 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 makes it possible to meet long-term inquiries from advertisers. Since the new Analytics can measure app and web interactions together, conversions from YouTube-enabled views in the app and on the web can be included in reports. Seeing conversions from YouTube video views along with conversions from paid Google and non-Google channels, and organic channels like Google Search, social networks, and email, can help you understand the combined impact of all of your marketing efforts.
All of this is meant to help marketers, caught in troubled times with a changing regulatory landscape, better understand customer needs and get them what they want, when they want it – when they are just trying to keep customers happy.