Google is infusing Analytics with machine learning to help highlight data that’s important to marketers. Tech Crunch brought this interesting news to our attention in their article, “Google Analytics update uses machine learning to surface more critical customer data.”

The plan is to give marketers access to more information they care about most by using that machine learning to surface data. Understanding the people who visit your platform is more crucial than ever. The company is also trying to futureproof analytics considering the stricter privacy laws like GDPR in Europe or CCPA in California by using modeling to fill in gaps in information when you can’t use cookies or other tracking software.

A key feature of Google’s artificial intelligence is that it learns as it goes, meaning the more analysts use it, the more accurate and useful the tool will become.

Digital information is at the top of everyone’s minds when making business decisions today. Understanding and integrating that information can be a tough challenge. Measuring insights and taking timely action based on the results can be even tougher.

Melody K. Smith

Sponsored by Access Innovations, the world leader in thesaurus, ontology, and taxonomy creation and metadata application.