Google has announced a new Analytics 360 Suite for search marketers, comprised of six products that integrate seamlessly with AdWords and DoubleClick and aim to bring simplicity to cross-channel campaigns. Google claims the new solution is “an enterprise-class solution for a multi-screen world.”
Google Analytics 360 Suite includes two existing products, GA Premium and Adometry, which have been renamed Google Analytics 360 and Google Attribution 360, respectively, alongside four fresh products called Google Audience Center 360, Google Data Studio 360, Google Optimize 360 and Google Tag Manager 360. The new system has been designed to meet marketers’ demands, which Google outlines as seeing the complete customer journey, gaining useful insights, enabling better collaboration and delivering engaging experiences through creative content.
Cross-channel
Google Audience Center 360 is a powerful data management platform (DMP) that enables enterprises to better understand their customers and engage with a wider audience across channels, devices and campaigns. It also includes a universal impression cap control to prevent advertisers from bombarding the same audience repeatedly in various exchanges, and it can be integrated with third party data providers and DSPs.
Google Optimize 360 is an on-site testing tool that enables marketers to test content and metrics against audience segments and execute A/B landing pages without coding. It basically aims to deliver better experiences for the end users. Google Data Studio 360 is another new tool that centres on data analysis and visualisation, and the importance of sharing and collaboration. The final fresh addition is Google Tag Manager 360, a product that streamlines the API and information-gathering process for increased data accuracy. There are also updates on the horizon for the other two existing products.
Personalised media
In a blog post, Google said “The Google Analytics 360 Suite offers integrations with many third party data providers and platforms. It also plugs right into Google AdWords and DoubleClick Digital Marketing, our core ad technology. That means marketers can turn analytics into action by combining their own data from multiple sources ― website data, audience data, and customer data (e.g. CRM) and more ― and using it to make ads more relevant for people.”
