• by Laurie Sullivan , 11 hours ago

As advertising reaches a new era in measurement and metrics, Google has combined data and causality to build out a series of tools to support advancements in artificial intelligence (AI).

Gaurav Bhaya, vice president and general manager of measurement at Google, announced in a Tuesday blog post that the company will highlight new features at Marketing Live that integrate into Google Analytics and Meridian, its marketing-mix modeling platform.

In the coming months, Google will introduce an enhanced summary feature in Data Manager that includes a map view, designed to provide a complete understanding of how data flows across platforms such as BigQuery, Google Drive, HubSpot and Shopify.

This enhancement will offer a concise overview of the data sources driving a brand’s campaigns in Google Ads, Google Analytics, and Google Marketing Platform, supporting more efficient diagnosis of connection paths and optimization of campaign configuration.

It is one of several new measurement tools Google announced Tuesday ahead of Google Marketing Live to help marketers to build a foundation on data to better understand what works across campaigns and make more informed decisions based on investments. 

Aa AI reshapes campaigns and creative approaches, advertising and marketing measurement tools need to evolve as well.

The process begins with reliable data and causal signals to understand what is effective, while creating a comprehensive perspective to inform investments for making more informed decisions.

During the next few weeks, Data Manager and its API will enable users to integrate foundational tags with supplementary data, including emerging signals such as store sales. The shift should allow advertisers to better understand their brand's customers.

Google also will upgrade Google Tag Manager tags with a new visual setup without having to code changes. 

This update centralizes settings and user access while improving data collection and overall site performance.

Akamai, Cloudflare, Fastly, Google Cloud or Webflow — all partners — aim to make it easier to use and upgraded.

Since the goal is to combine data and causality, run casual experiments and calibrate a brand’s marketing-mix modeling (MMM), Google is giving advertisers the ability to run experiments, which means more ways to improve their understanding of causal signals.

“Meridian GeoX,” a new, open-source geographic-based incrementality solution, provides the causal signals needed to validate performance.

These clear signals enable advertisers to see where campaigns drive incremental growth. Meridian GeoX is built on an auditable, open-source codebase and integrates into Meridian, Google’s MMM.

With the launch of “Meridian Studio,” a new Google Cloud–powered enterprise platform to customize and manage high-volume models, advertisers can use Meridian’s foundational methodology to improve capacities for building and scaling high-volume models.