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Source: Adweek
Google is adding a way to understand data with voice-based navigation that’s fueled by artificial intelligence.
The company is launching a tool for Google Analytics that will allow marketers to ask questions about data, which could free up analysts to focus more on strategy and less on basic queries. The feature—which began rolling out Wednesday and will become available for Android and iOS devices in the next few weeks—is meant to cut down the number of steps it takes to perform tasks such as checking online revenue data or website traffic.
According to Babak Pahlavan, Google’s senior director of measurement and analytics, the feature will allow users to speak to the system in a way that’s similar to Google’s flagship search product. Natural language processing will guide the voice-based navigation, and the technology uses artificial intelligence so that the more it’s used, the smarter it gets, both on a macro level and on a user-by-user basis.
Think of it sort of like Google Assistant for Google Analytics—only it doesn’t talk back.
According to a Google-commissioned report from Forrester surveying 150 marketing, analytics and information technology executives, 60 percent of respondents said they felt their existing tools were too difficult for their teams to use. A separate Google report from February found that 61 percent of marketing decision makers struggled to access or integrate data in 2016, while the same amount expected the struggle to continue this year. Meanwhile, about a quarter (26 percent) said they didn’t have the right analytics talent or enough of the right talent to properly use their data.
Over time, Google plans to add more complex features that could help to explain more of the “why” questions: Why online sales are low, why a certain product is popular in a specific region of the world or why web traffic is up or down.