Other companies offer analytics products to their customers
through machine learning -- IBM and its Watson Analytics comes to
mind -- but few, if any, offer similar features on a mobile app.
This can be especially useful for marketers who are on the go,
about to head into a meeting or unfamiliar with analytics
"I think what Google is realizing is people tend to exhibit the
same behaviors when they pull reports from Analytics," said Kevin
Lee, executive chairman and co-founder of Didit, a full-service
digital agency that specializes in search. "Some people just want
to see a geography or conversion report. They see people are
exhibiting repeat behaviors and are streamlining the process for
Over time, Google Analytics will become smarter, and display
insights more relevant to the marketer more quickly, the search
giant says. The company also integrated a share function so
marketers can share data points between coworkers or clients
"Google is taking the initiative and wants to let people know
that it is going to be like a brain and put things in front of
you," Mr. Lee said. "Displaying an analytics report before
someone's 3 p.m. meeting can be handy, but it won't always get
things perfect initially. It will have to learn."
Both IBM and Google are excited about machine learning, with the
latter saying it wants to integrate the technology into nearly
everything it does.
"Sometimes machine learning is just a fancy way of saying
'putting repeat behavior in front of the user,'" Mr. Lee said. "It
can be like Amazon putting products you've previously bought in
front of you when you visit their site."
Google said it will introduce the machine learning feature into
its desktop offering in the near future.