In the modern age of data technology, companies have understood the need to monitor their clients. This has created a demand for data as it unravels the patterns that are eminent in clients shopping activities.
Everyone knows that Google monitors its users’ online shopping activity. However, it intends to follow user’s out of their homes and keep a close eye on their activities. Google published a statement on Tuesday announcing a new system to track users’ in-store credit card purchases. The statement was published on the company’s official blog.
The new tool was rolled out at Google Marketing Next, an annual event geared toward advertisers where the company unveils its newest innovations in marketing. The “Store sales management” works by pulling data from Google’s third-party partnerships, which capture approximately 70% of credit card transactions in the United States.
It then streamlines user information in order to generate reports automatically sent to merchants who opt in. The reports will measure the effectiveness of online advertisements by matching in-store transactions back to Google ads.
A statement released by Google claims that its computers rely primarily on log-in information, such as email addresses, to identify the people clicking on ads. It then matches that data with other identifying information compiled by merchants and the issuers of credit and debit cards to figure out when digital ads contribute to an offline purchase.
Google has simply upgraded its version of Google’s store visits measurement, which was rolled out in 2014 and updated in March 2017. It utilizes deep learning technology to analyze vast amounts of user data, including email addresses, ad clicks, browser and location history, and user surveys.
The privacy implications of Google’s move have raised concern in many people. Such include Miro Copic, who is a marketing professor at San Diego State University. Copic emphasized that the privacy implications of this are pretty massive, so Google needs to tread very carefully.