The GMP tools already offer numerous reports and thus a wide range of analysis options. After initial analyses, the limits of the possibilities are quickly reached, especially when it comes to individual questions. This is exactly where Advanced Analyses come in. The available raw data, from a wide variety of sources, is systematically analyzed with a clear focus, using both classic statistical analysis methods and machine learning algorithms. The calculations are implemented with BigQuery, Python and VertexAI, for example.