How to Build Audience Clusters With Website Data Using BigQuery ML

A common marketing analytics challenge is to understand consumer behavior and develop customer attributes or archetypes. As organizations get better at tackling this problem, they can activate marketing strategies to incorporate additional customer knowledge into their campaigns. Building customer profiles is now easier than ever with BigQuery ML, using a technique called clustering. In this post, you'll learn how to create segmentation and how to use these audiences for marketing activation. Clustering algorithms can group similar user behavior together to build segmentation used for marketing.