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Google Releases Analytics 360 Suite

By Allen Harkleroad

Last week, Google released a suite of six products that is being called Google Analytics 360 Suite. This enterprise-level set of tools was released to provide marketers and organizations deep insights into their marketing efforts and all of the data associated with it. Four of the tools released are new for Google, although one is actually a rebrand of another tool. The other two are updates to existing Google tools.

First, let’s take a look at what each of these tools is and then what it means.

Google Audience 360 (beta)

This is a brand new tool and Google’s first data management platform, or DMP. Google Audience 360 ties into DoubleClick and AdWords and allows for integration with other third-party tools as well as the importing of data. What this does is create an understanding of a target market. Using the data available in Google Audience 360, you are able to create specific audience segments and target them across different channels such as AdWords and the Google Display network.

Google Optimize 360 (beta)

This is another brand new tool and is basically a testing tool similar to Optimizely. From what Google has released so far, it appears to have the ability to perform A/B testing without having to do on-page code changes. This integrates with the other Google tools, which gives it the capability of performing campaign testing through AdWords and DoubleClick.

Google Data Studio 360 (beta)

This is a new data visualization tool that can collect data from the connected tools to create dashboards and reports. This tool utilizes technology from Google Docs, which allows users to collaborate on the reports and dashboards in real time.

Google Tag Manager 360

Google is considering this a brand new product although it appears to be the same as the current Google Tag Manager. Google’s reasoning for calling it new is that this is now a stand-alone product whereas the current Google Tag Manager is an extension of Google Analytics. Just like Google Tag Manager, Google Tag Manager 360 allows for a simple integration of code to a site without having to physically add the code to the site.

Google Analytics 360

This is a rebrand of the product known as Google Analytics Premium, which is the enterprise version of the free Google Analytics tool. Google says that it “will roll out exciting new capabilities throughout the next couple of months” but has given no indication of what these will be.

Google Attribution 360

On the surface, this looks to be a rebrand of a tool Google bought in 2014 called Adometry although Google says it “has been rebuilt from the ground up.” The tool helps with attribution across different channels including some offline ones such as TV.

So, what does this all mean? Simply put, Google has taken some of the most used marketing tools and pulled them into one suite of products that can be accessed from one dashboard. Note that Google will be offering each of the tools as a stand-alone product although pricing for these has not been made readily available. By doing this, Google is working to make itself the one-stop-shop for marketing data needs. The downside with this is, as mentioned in a few instances above, these are enterprise-level solutions, which tend to come with a pretty hefty price tag, making them impractical for the average company or user.

Keypath will be keeping an eye on these tools as additional details are released in order to understand how they fit in with our partners. 

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