Stay marketing and tech-savvy. Get the latest in martech - subscribe to MarTech Today.
PaveAI unveils AI-powered platform to turn Google Analytics into actions
Startup says this is the first Google Analytics tool that turns the data into news you can use about increasing leads or revenue.
Google Analytics is a treasure trove of data, but how should you use it?
Today, startup PaveAI is releasing a new AI-powered platform that it says is the first to turn Google Analytics data into news you can use.
This is the San Francisco-based company’s second version of the platform. An earlier implementation, released last year, did not utilize AI and primarily turned Google Analytics data into English.
By contrast, this release recommends specific actions to increase leads and revenue, employing statistical models to determine which recommendations will improve ROI.
For example, here are two screen shots with insights:
Other Google Analytics interpreting tools like WordSmith and Quill Engage, co-founder Eric Ho told me, might simply turn the data into words without insights, for people who don’t like reading graphs. For instance: “Bounce rate increased by 15 percent this month, the highest in two months.”
He noted that Google Analytics has an AI-powered Assistant that provides actionable insights about the data, but said it is focused on improving sessions, volume and traffic instead of conversions and revenue. For instance, he said, it might point out that the traffic is greatest from users in the New York City area.
Ho added that about 50 sites used the PaveAI platform during the pilot phase, resulting in an average increase of 31 percent in leads and revenue over six months compared to Google Analytics alone or with Assistant.
PaveAI says it now has about a hundred customers, analyzing traffic from more than 400 million visitors monthly.
While the platform treats Google Analytics data as the hub, it can also ingest data from Facebook, Twitter or Instagram ads or organic traffic, so as to compare their performance in lead/revenue generation with AdWords.