Google seems to be full of surprises. Despite having troubles in Europe, the company seems to have not lost its zest. The world was treated to an announcement this Tuesday regarding its latest product – Google Analytics 360 Suite. The newly unveiled product is for enterprise marketers, set to challenge Adobe’s Marketing Cloud and other similar services.
The 360 Suite, according to Tech Crunch, is a combination of Google Analytics 360, Attribution 360, the enterprise-class version of the tech giant’s Tag Manager, plus three new products: Audience Center 360, Data Studio 360 and Optimize 360. Google Analytics 360 is formerly known as Google Analytics Premium, while Attribution 360 used to be Adometry, which Google managed to acquire in 2014.
The tool is marketed on its site as a product that delivers customer and advertising insights the marketer needs to set marketing strategy, drive sales, and ultimately outperform the competition. It can be integrated “with other Google solutions like AdWords, the Google Display Network and Google BigQuery.”
The site also mentions that it can be paired with DoubleClick Bid Manager to reach the marketer’s best customers at the right time with auto-optimized bidding. It also says that marketers can use their website data “to segment high-value customers and remarket to them automatically.” It will truly be a “personal and real-time advertising — at scale.”
Each tool included in the Google Analytics 360 Suite was introduced and explained on the Google Analytics blog site. According to the blog, Analytics 360 will be serving as the measurement centerpiece by analyzing customer data from all touch-points and integrating with the company’s ad products to drive marketing effectiveness. It will soon be rolling out new capabilities as investments continue to grow.
Attribution 360, on the other hand, has been rebuilt to help advertisers value marketing investments and allocate budgets. With this tool, marketers will be able to analyze performances across all channels, devices and systems to achieve their most effective marketing mix.
Meanwhile, Audience 360 (beta) is a powerful data management platform, or DMP, that helps marketers understand consumers and find more across channels, devices and campaigns. This tool allows native integration with Google and DoubleClick. It is open to third-party data providers, DSPs, etc.
With Optimize 360 (beta), marketers can deliver better experiences, as this is a website testing and personalization product. The tool also helps marketers show customers multiple versions of their site and choose the version that work well for the user.
Google Data Studio (beta) is a new product that does data analysis and visualization. It integrates data across all suite products and data sources, then turns it into beautiful, interactive reports and dashboards. It also has a built-in real-time collaboration and sharing, which is based on Google Docs technology.
Additionally, Tag Manager 360 offers a simplified way of gathering site information and powerful APIs to increase data accuracy and streamline workflows. It’s built from the American firm’s tag management product. It also empowers enterprise marketers to move faster and make decisions with confidence.
According to Venture Beat, the latest move of Google is significant because Facebook, one of its competitors, continues to grow mobile-wise, which is threatening the search engine’s long-time dominance in the world of display advertising. The newly released suite now rivals Facebook in terms of tracking people across devices and channels. The new enterprise-grade product is currently counting on L’Oreal, Nest and Progressive as customers.
Additionally, the blog post says that regarding the new products, Audience Center 360, Optimize 360, Data Studio 360 and Tag Manager 360 are currently available in limited beta. For Google Analytics Premium and Adometry consumers, they will see the products in the coming months. They will also be informed if they are eligible to join new betas. Those interested are encouraged to fill up the form in the Analytics site, which will enable the American company to contact you for information regarding the product.
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