Google, the IT giant has launched Google Attribution tool recently that uses machine learning to measure the effectiveness of online marketing campaigns across a variety of devices and channels, E-Commerce Times reported.Sridhar Ramaswamy, senior vice president of ads and commerce, feels that Google is at an inflection point when it comes to the use of technology to measure online marketing effectiveness.Seconds MatterStating that the page-loading time is an important factor in terms of how long advertisers have to hook a consumer online, Ramaswamy went on to add that as load time increased from one to seven seconds, the probability of a consumer bouncing more than doubled, found a recent study that analyzed 900,000 mobile landing pages in more than 100 countries. That translates to conversions falling by up to 20% for every one-second delay in page-load time.Google Attribution also makes it easy to switch over to data-driven attribution, which uses ads, keywords, and campaigns that have the greatest impact on a company's goals. Using the data-driven attribution model typically requires a minimum set of data, which is 15,000 clicks, and at least 600 conversions within a 30-day period.Bill Kee, Group Product Manager, Google said, “We will offer an enterprise version, Google Attribution 360, in order to meet the needs of larger advertisers. Google Attribution currently is in beta and will launch to additional customers over the next few months.”
Not Quite ReadyPaul Teich, Principal Analyst, Tirias Research says Google Attribution is an "aspirational sell" for advertisers, particularly for small and medium-sized businesses. "Google intends to make it free, so it will see a lot of uptakes, but many users will have zero comparative experience to judge how much better they are doing with Attribution. The major benefit will be providing more-accessible feedback for designing online user experiences. It is not clear how artificial intelligence can make a contribution -- at least until Attribution has been able to analyze millions of Web pages.”Michael Jude, Programme Manager at Stratecast/Frost & Sullivan says, “Google is ahead of the curve compared to other Internet companies, which are only average at measuring the efficacy of online marketing. Machine learning does give it an edge in making sense of the relationship between key clicks and online purchases. While simple algorithms can provide some insight, especially as applied to last click models, machine learning can understand such things as click back, where the last key click is not the purchase, but rather an artifact of comparison shopping.”Data PointsGoogle launched a new AdWords beta to let advertisers use fast-loading AMP pages as landing pages for search ads and to speed up ads across the Google Display Network. This follows Google's introduction about 18 months ago of the Accelerated Mobile Pages project to speed up the Web with faster browsing. Google also announced a new tool to bring in-market audiences to Search, in order to help advertisers reach users who are ready to buy their products. Using machine learning, the tool analyses trillions of search queries and millions of websites to determine when searchers are close to making a buying decision on a product. The company unveiled plans to roll out store-sales measurement at the device and campaign levels, which will allow advertisers to measure in-store revenue and store visits delivered by search and shopping ads.If advertisers collect email information at the point of sale through loyalty programs, Google said, store transactions can be imported directly into Adwords by the advertiser or through a third-party data partner.