Artificial Intelligence (AI) has recently been causing disruption to our industries and society at large. This disruption can be observed in a multitude of ways: chatbots can now complete complex tasks like writing papers or code in a fraction of the time it would take a person, voice modulators are now capable of accurately imitating the way people speak, and images can now imitate individuals, scenery, or art styles to the point where likenesses can be uncanny. This rampant change opens a new world of possibilities that should be met with both excitement and trepidation. Excitement because of the possibilities that it creates, and trepidation because of the societal problems that come with it.
Although “Automated Insights” is not a new tool within the Google Analytics platform, Google continues to invest in its functionality and has now expanded the tool to almost all languages as of March 6, 2019. If you are not familiar with Automated Insights, it is a feature within Google Analytics (part of Google’s overall “Analytics Intelligence”) meant to surface insights and explanations about trends and changes in your data and even some recommendations about what you could consider doing differently. Additionally, these insights are meant to be presented in a conversational manner, rather than just highlighting data points. Ultimately, these insights and recommendations are in line with the larger push by organizations like Google to use Machine Learning and Artificial Intelligence to help augment digital marketers and analytics specialists, making them more efficient at their job.
As you may know, account-based marketing (ABM) is a B2B strategy that focuses sales and marketing resources on a defined set of target accounts within a market and leverages personalized campaigns designed to resonate with each account. Account-based analytics tools are the easiest way for B2B organizations that sell to multiple buyers over an extended sales cycle to link all of the data from this marketing strategy together for easy consumption.