Google is launching a new tool for Google Analytics which
will allow users to make basic voice queries on data. This new functionality,
fueled by AI, will be similar to the existing voice searching capabilities on
its flagship search product. The intent of the new tool is to reduce the number
of steps required for a Google Analytics user “…to perform tasks such as
checking online revenue data or website traffic.” With the implementation of
the AI component, the more the function is used, the more accurate searches
will become resulting in a more effective functionality for users.
This push for a voice activated search functionality comes
from a recent Google survey which “…found that 61 percent of marketing decision
makers struggled to access or integrate data in 2016, while the same amount
expected the struggle to continue this year. Meanwhile, about a quarter (26
percent) said they didn’t have the right analytics talent or enough of the
right talent to properly use their data.” The hope with the new function is
that new users (non-experts) will find searching and accessing relevant data
easier. This low-level entry benefit for users will ideally help expand and
maintain the business user base.
Although Google’s current foothold in the digital marketing
industry is strong, added functionality such as this, that caters to business
side users, will support long term growth and add to the stickiness of the
platform. Helping business sides customers move away from the need for
Analytics experts with this AI functionality is a strategic move for Google,
and one that will help differentiate it from competitors.
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