Data trends provided by Google Analytics

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In the last few days, Google has announced radical changes for Analytics with the introduction of four features that will revolutionize the approach that users have towards this very useful tool. The 4 key features available in the "new"Google Analytics are:

Smarter insights using machine learning to identify trends.
Deeper integration with Google Ads.
Customer-centric data measurement.
More granular data controls.
In an announcement, Google cites a study showing that marketers are currently struggling to get a complete view of their customers and glean actionable insights buying house b from their data . Google’s update to Analytics aims to “help you get better ROI from your marketing over the long term, we’re building a new, smarter Google Analytics that builds on the foundation of the App + Web property we introduced in beta last year. It has machine learning at its core to automatically surface actionable insights and gives you a complete understanding of your customers across devices and platforms.”


Google Analytics can now alert marketers to important data trends . This is made possible by using Google’s existing machine learning models. For example, Google Analytics can use website data to identify products that are experiencing increased demand due to new customer needs . These capabilities can help marketers be proactive, as well as reactive, by predicting future actions that customers may take. For example, calculate the likelihood of churn so they can invest more efficiently in retaining customers at a time when marketing budgets are under pressure.