Google delivers free personalization support, machine learning predictions

Google is better catering to marketers who might not have the budget for enterprise-class data handling tools or the resources to manage the mountains of data they collect. The move points to how personalization has evolved from being a nice-to-have to a must-have for digital marketers of all sizes. Google Optimize's free platform could be a huge boon to startups and fledgling initiatives, as any marketer who doesn't -- or can't -- take advantage of analytics to turn raw consumer data into useful campaign information is essentially handicapping their entire program. The new Session Quality Score underscores how machine learning is quickly becoming a standard digital marketing technique. "As today's businesses are shifting to compete on customer experience and personalized marketing, we want to give all businesses the tools and access to compete -- and ultimately, drive better online consumer experiences," wrote Babak Pahlavan, senior director of product management and analytics solutions and measurement at Google, in the blog post.