According to TechCrunch, Google today (23rd) announced a major update to its store visitor measurement tool at Google MarkeTIng Next. The company is expanding its existing model through deep learning to provide powerful observations for more merchants.
Image source: techcrunch
According to TechCrunch, Google today (23rd) announced a major update to its store visitor measurement tool at Google MarkeTIng Next. The company is expanding its existing model through deep learning to provide powerful observations for more merchants.
Since 2014, Google has been using data from anonymous locations, WiFi signals and maps to estimate physical store visits triggered by online advertising. Although Google is very skilled in this technology, it can provide observations for users who operate densely populated cities such as Tokyo, São Paulo, and multi-storey shopping malls (data is not timely and accurate) ) is still limited.
Image source: TechCrunch
In order to resolve this unreliability, Google announced that it will join deep learning here. The company hopes to add more diverse training data to the deep learning model in order to adapt to more usage scenarios to restore the accuracy of the estimated data.
Jerry Dischler, vice president of product management at Google AdWords, said in an interview: "We want to focus on machine learning, and measuring physical store visits will depend entirely on this."
According to one data, in three years, Google has completed the measurement of 5 billion store visits. To further increase this amount of data, Google also plans to extend the use of this measurement tool on YouTube TrueView. That is to measure the conversion rate of a video ad to cater to the current trend of video.
In addition, Google has also released a free version of Google AttribuTIon, a tool that combines deep learning algorithms to help merchants manage sales data, which can calculate operating income after removing marketing advertising costs and their conversion rate. The integration of these data will help merchants better differentiate their conversion rates and visits.
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