Google Analytics 360 Suite

Google Analytics 360 Suite is “a set of integrated data and marketing analytics products, designed specifically for the needs of enterprise-class marketers”. The suite of six products aims at simplifying the intricate task of unifying and syndicating marketing and advertising data across channels for large organizations. It will also help marketers analyze and understand customers’ behavior better.

Google is not the only player in this segment — Oracle, Adobe, IBM, Facebook have their own ‘stacks’ — but the native integration of its products’ with AdWords and DoubleClick make it particularly noteworthy for search marketers. “We’re taking an open approach and working to make all the systems interoperable. We recognize we need to interoperate with other platforms to make things more realistic,” said Paul Muret, vice president of analytics, display, and video products at Google.

The measurement tool “designed to give marketers a single view of the entire customer journey” offers a mix of some brand-new products and a few repackaged and rebranded solutions for the enterprise. These are:

• Google Audience Center 360 (beta).

This much-awaited data management platform (DMP) helps marketers understand their customers and find more like them across channels, devices, and campaigns. It also integrates with other DSPs and can be connected to ad-buying software offered by Google and others to help inform targeted ad buys.

• Google Optimize 360 (beta).

This website testing product helps marketers deliver better experiences to customers by personalization. Marketers can show consumers multiple variations of their site and then choose the version that works best for each audience.

• Google Data Studio 360 (beta).

A new data analysis and visualization product that integrates data across all analytics products and other data sources ― turning it into useful, interactive reports and dashboards. The product is built using Google Docs technology that allows collaboration and sharing in real time.

• Google Tag Manager 360.

Google Tag manager comes from Google’s existing tag management product. This tool empowers marketers in better and faster decision making by simplifying data collection and offers powerful APIs to increase data accuracy and streamline workflows.

• Google Analytics 360.

This repackaged tool, formerly known as GA Premium will serve as the measurement centerpiece by analyzing customer data from all touch-points and integrating it with ad products to drive marketing effectiveness.

• Google Attribution 360.

Adometry’s new version will continue to help advertisers value marketing investments and allocate budgets judiciously. Marketers will be able to analyze performance across all channels and systems to achieve their most effective marketing mix.