Google Expands Free Measurement Tech For Its Marketing Cloud

Google will expand its free marketing measurement software by adding an A/B testing product (Google Optimize), a data reporting and dashboard-creation tool (Google Data Studio) and new machine learning capabilities for Google Analytics. These products will be available in an open beta starting next month.“The ultimate goal is to provide a kind of analyst or analyst support for a company that can’t necessarily afford” market rates on mar tech experts, Babak Pahlavan, senior director of product management at Google’s analytics and measurement group, told AdExchanger. “If you’re a business that’s not truly enterprise, these tools should solve for the majority of problems.” The tools are modeled on the enterprise attribution suite, as Google Optimize and Google Analytics are self-serve incarnations of the company’s Optimize 360 and Analytics 360 packages. Pahlavan…


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