Further unveils AI-powered platform to centralise GMP data

Further has launched its Compass Marketing Intelligence solution for centralising and activating Google Marketing Platform (GMP) data within Google Cloud Platform (GCP).

The new offering enables businesses to centralise, visualise, and activate all GMP data through integration with conversational AI powered by Gemini. The platform also supports advanced AI use cases, including media mix and propensity modelling, and aims to improve marketing decision-making capabilities.

Compass Marketing Intelligence provides marketers with a unified view across all Google advertising accounts, delivering data-driven insights to optimise advertising spend and enhance revenue growth. The solution incorporates AI models, such as those provided by Google's Vertex AI, for implementing machine learning capabilities across marketing datasets. The tool is positioned to assist teams in running more effective marketing campaigns through data-backed decisions.

Quoting research from Forrester, the company points to a gap in marketers' abilities to derive actionable insights from available data. "According to Forrester, only 42% of marketers believe that their companies are capable of converting data into insight to act on customer needs," the release states. Compass Marketing Intelligence seeks to address this challenge by combining GMP data into a single, accessible location.

The centralisation of GMP data is designed to give marketers the ability to access and measure campaign performance across platforms, optimise campaigns using AI and machine learning via Vertex AI models, and accelerate learning cycles. Early users—the Alpha customers—have seen a reported conversion rate increase of 5-20% from the use of propensity models built on Vertex AI.

The company confirms that Compass Marketing Intelligence is available on the Google Cloud Marketplace, offering a streamlined procurement process and integration within clients' existing Google Cloud environments. This availability is intended to help marketing teams quickly adopt and manage the tool within familiar workflows.

Jason Tabeling, Head of Solutions at Further, stated, "We are excited to introduce Compass Marketing Intelligence, a solution that will change how marketers use their Google data. Compass eliminates data silos and lets businesses make smarter, more efficient marketing decisions, drive significant revenue growth and optimize marketing spend with the power of AI."

Key features of Compass Marketing Intelligence include AI-driven optimisation, using first-party machine learning propensity models by Vertex AI to identify high-value audiences and retarget them in Google Ads through GA4. The platform promises to guide teams towards improved revenue outcomes and more efficient marketing spend. Further cites a potential media uplift of 5-20% for users adopting these strategies.

Additional capabilities include a unified view of GMP data across multiple accounts, access to interactive Looker dashboards for real-time insights, and the ability to leverage conversational AI by Gemini for expedited data analysis and insight extraction. The product is positioned to accelerate the use of AI in marketing by laying a consistent data foundation for clients' ecosystems.

The solution provides always-on access to marketing data and dashboards, intended to enable quicker, more informed decisions regarding target audiences and advertising effectiveness. By offering centralised monitoring and activation of GMP data within GCP, the platform aims to support increased efficiency and business growth.

Compass Marketing Intelligence is part of Further's suite of services aimed at enabling organisations to transform raw data into actionable business decisions and to support growth by leveraging the latest AI, cloud, and data tools.