Google is launching Analytics 360 Suite, a new set of tools designed to help enterprise marketers analyze data from multiple devices and give them a clear picture of customer habits online as well as offline.
One of the suite’s goals is to help enterprise marketers make the most of the instant when a consumer decides to take action by picking up a device to buy a product or find a store. They want to help marketers understand their customers’ journeys all the way through to conversion so they can engage with them at the right time. It can take data from several sources, including IoT devices, CRM, and PoS systems, and analyze it.
Familiar products get rebranded
The suite is made up of six useful products, some of which will already be familiar to marketers. One of these is its longstanding measurement tool Google Analytics Premium, which will now be called Google Analytics 360.
Another product that may be familiar to some users is Adometry, which firms can use to analyze performance across various systems, devices and channels. It will be part of the suite under the name of Google Attribution 360.
Suite debuts four new products in beta
The suite also contains four new products. One of these is the data management platform Google Audience Center 360, which will be integrated with Google and Doubleclick. It can also pull data from third-party providers.
Google Data Studio 360, which is currently in beta, is a visualization tool that can create dashboards and interactive reports using data from across the suite. It will also have real-time sharing and collaboration features akin to Google Docs. It is powered by Google’s data analytics platform BigQuery.
Another new tool, Google Tag Manager 360, enables marketers to track users’ behavior on a site and manage and add tags.
Finally, Google Optimize 360, which is also starting out in beta, can be used to create A/B tests in order to uncover customers’ preferences in online experiences. The tool’s editor can be used to adjust images and text during testing and then carry out an analysis to choose the best-performing option.
In a statement announcing the new suite, Google’s Vice President of Analytics, Display, and Video Products, Paul Muret, said: “Several years ago, Google engineers set out to simplify marketing analytics in the same way we simplified web search with Google.com. With infrastructure that allows us to handle billions and billions of daily search queries — generating answers before users even finish typing — we set out to give enterprise marketers the same utility.”
The new product will be a direct competitor of services like Adobe Marketing Cloud. Despite pulling in tremendous amounts of data, Google has gone to great lengths to ensure the new tools are easy to use. The four new products are now in limited beta. Current users of Google Analytics Premium and Adometry will receive an invitation to join the new betas in the next few months.
