Google Launches Analytics 360 Suite
March 17 2016
Google has unveiled a new suite of analytics solutions, including four new and two rebranded tools, intended as an 'enterprise-class' platform to help developers and marketers with the challenges posed by a multi-screen world.
Google Analytics 360 will be seen as a direct challenge to Adobe's Marketing Cloud service, and Google sees its ease of integration with a wide range of its own and third party software as one of its major advantages. The four new tools, all released in beta, are:
- data management platform Google Audience Center 360 - helping marketers understand their customers and find more like them across channels, devices and campaigns
- Google Optimize 360 - a web site testing / optimisation and personalization product
- Google Data Studio 360 - an analysis and visualization product integrating data from all suite products and other data sources, with built-in real-time collaboration; and
- Google Tag Manager 360 - speeding up and simplifying the process of gathering site information.
The two rebranded products are Google Analytics 360, formerly known as GA Premium and analyzing customer data from all touch-points; and Google Attribution 360, formerly known as Adometry, helping marketers to assess the value of marketing investments and allocate budgets.
An overview page will provide at-a-glance summaries of all the data in the suite.
Paul Muret, Google's VP of Analytics, Display and Video Products, said in a blog post that Google had 'set itself a goal to 'simplify marketing analytics in the same way we simplified Web search with Google.com', adding that the suite provides enterprise marketers with 'search-like' capabilities.
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
