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.

Google has announced an overhauled version of Google Analytics. In one of the major revamps of the platform, in a decade, the new Google Analytics is built on the foundation of App Web property, whose beta was introduced in 2019. The new Google Analytics has machine learning at its core and allows integration between analytics and Google Ads. The company claims that this would help customers manage their data better and can bear industry disruptions. Among the most significant changes, the new analytics will alert the user of the significant trends in their data.