Google Introduces Analytics 360 Suite for Enterprise Marketers
By Shirley Siluk / Mobile Tech Today. Updated March 15, 2016.
A new suite of analytics services unveiled by Google today is aimed at enterprise marketers trying to better understand -- and connect with -- their customers, no matter what devices those customers are using or where they are in the browsing or buying process.
The Google Analytics 360 Suite brings together six products, four of them new offerings currently available in limited beta release. They include a data management platform; an optimization tool for Web site testing and personalization; a data visualization tool; and a tag management system that lets marketers create new tags and track customer behavior according to whatever data is most important to them.
Google's new suite also rebrands two existing offerings: Google Analytics Premium, which will now be known as Google Analytics 360, and Adometry, now called Google Attribution 360. In addition, the suite integrates with other Google solutions like AdWords, DoubleClick Bid Manager, the Google Display Network and Google BigQuery.
Google Search-Like Capabilities for Marketing
"Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers in achieving revenue goals," Paul Muret, Google's vice president of analytics, display and video products. wrote today on the Google Analytics Blog.
Muret cited a new Google-commissioned research paper by Forrester Research Inc. that found, among other things, that marketers' successes depend heavily on the ability to integrate analytics with other advertising and marketing technologies and data sources.
A few years ago Google decided to "simplify marketing analytics in the same way we simplified Web search with Google.com," according to Muret. The new Analytics 360 Suite is built on a Google infrastructure that can provide enterprise marketers with search-like abilities to handle billions of queries and access fast answers before they even finish typing in a question, he said.
Those capabilities are designed to help marketers better understand each customer's journey across multiple touchpoints and channels, make sense of large volumes of data, enable better sharing of insights across organizations and engage with customers in useful ways, Muret added.
Targeting 'Intent-Rich Micro-Moments'
Google said it plans to roll out more new capabilities and bring more users into the beta offerings over the coming months. Those beta offerings include Google Audience Center for data management; Google Optimize 360 for testing and personalization; Google Data Studio 360 for data analysis and visualization; and Google Tag Manager 360.
Muret said the new suite is aimed at helping marketers reach customers "in the right moment with the right message" -- something Google has described as "intent-rich micro-moments."
With customers increasingly using mobile devices to research, compare and buy products, they're acting more quickly on the information they find to make decisions, according to the Forrester research paper. This accelerated process makes marketers' jobs more complicated, and also makes it more important to connect with customers at precisely the right moments, the report said.
The Forrester study, which looked at 150 marketing, analytics and information technology decision-makers across a range of North American companies and industries, found that the most successful marketers tie their marketing metrics directly to business goals.
"These top organizations are more than three times more likely to hit their goals than other marketing organizations, and nearly 20 percent beat their revenue goals by over 10 percent," the report noted.
Image Credit: Screenshots via Google Analytics 360 Suite website.