Google Analytics is the brand name for Google’s advertising campaign, a case study by Suraj Chande of the eastern institute of technology explains that the Google analytics package is a service offered to businesses to analyse and improve how consumers interact with their web site with the benefit of being integrated into googles platform. 

The study concludes that modern businesses are moving towards e-commerce and it is essential that they have a solid web strategy to succeed. This is where google Analytical comes in to provide an efficient feature rich platform with natural integration to the google ecosystem with tools such as AdWord and Geo tagging. 

Google uses a TPS to collect the data and store it when a user searches something. It will then use a DSS to manage this data and group it. This will lead to selling that information to other companies that display adds on their software so that they can choose topical adds that relate to your searches and therefore make it more likely that you will click on them. 

In Google’s privacy policy, they write “We try to show you useful ads by using data collected from your devices, including your searches and location, websites and apps you have used, videos and ads you have seen, and personal information you have given us, such as your age range, gender, and topics of interest.” 

Google uses complex algorithms to maximise non-bias exposure of adverts for companies to optimize budget constrained spend. A case study within google details the use of a custom VPT (Vanilla Probabilistic Throttling) model which they call Optimised Throttling. They use the budget left for the rest of the day and the maximum spend if there was unlimited budget alongside their algorithm to optimise the placement of adverts throughout a day. The above is one of the DSS’ used to personalise adverts and enable commerce. 

Proof of efficiency of the above system is shown in a case study about Plumbworld. This details how the company saw “70% lower average cost per click than previous approach” and “23X return on ad spend in less than a month”. They also saw “4,000 new shoppers in store”. This was seen using one of Google’s approved CSS (Comparison Shopping Service) partners, PriceJoy. Using a combination of Pricejoy’s feed tool and Google’s Sales & Orders, shopping campaigns could be structured with granularity.

https://ai.google/research/pubs/pub40804