Google Analytics 360 Suite For Enterprise Marketers Announced By Google
The Google Analytics 360 Suite will combine Google Analytics Premium (now called Google Analytics 360) and Adometry (which it acquired in 2014 and which is now called Attribution 360), with an enterprise-class version of Google’s Tag Manger and three new products (Audience Center 360, Data Studio 360, and Optimize 360) into a single solution for marketers.
The idea here, Google senior director of product management Babak Pahlavan tells me, is to provide marketers with a new solution that helps them work more efficiently in a multi-screen world. Marketers today — and especially in large organizations — often still base their marketing effort on what they learned during the desktop era. “But this is about understanding the customer journey all the way to conversion,” Pahlavan explained.
The service, which consists of these six different applications that are all tightly integrated with each other, is meant to help marketers engage with the right users at the right time and help advertisers understand their customers’ journeys better.
The guiding philosophy behind all of the new tools was to ensure that they were easy to use, even as they pull in vasts amount of data, and provided marketers with actionable information and not just a barrage of data.
“If you have very complex tools, they don’t get used,” Pahlavan noted. “We focus on simplicity. How can we make tools that are extremely easy to use and that make it easy to collaborate?”
So what’s in this suite? One of the cornerstones of the product is clearly Google Analytics 360 — the rebranded version of Google Analytics Premium. It’s where all of the measurement data Google collects comes together, after all. Read more