Google's Journey into Machine Learning: What Marketers Need to Know - eMarketer

With the new Google Analytics 360 Suite, machine learning comes to center stage as marketers contend with how to use this technology in their digital strategies. The recently launched enterprise marketing cloud suite is working to bring together the once siloed data of disparate Google products. Just before the launch, eMarketer's Jillian Ryan sat down with Google analytics evangelist Justin Cutroni to discuss how Google approaches machine learning and what these advancements mean for marketers using Google products. We're really interested in leveraging machine learning, so that businesses can take more action on the data. There are marketing plans and economic forces, so teaching a machine to really understand all of those nuances is challenging, but what we have been trying to do is look at how we implement machine learning at a very basic level.