This week, Google announced their long-anticipated suite of marketing technology tools, dubbed “Google Analytics 360,” for enterprise-level marketers. Some key takeaways:
Google Audience 360 – Google’s official foray into the DMP (data management platform) space
- Advertisers will be able to integrate data from various sources (CRM, analytics, etc.) to build audience profiles, and then activate them within paid search, 3rd party demand-side platforms (DSPs) for more effective media targeting. In beta.
Google Optimize 360 – Allows marketers to perform A/B and MVT testing
- A testing and optimization tool that will allow marketers to test different offers, layouts, and paths to optimize conversion. In beta.
Google Data Studio 360 – Allows marketers to produce data visualizations and reports
- A reporting solution that allows users to collaborate on reports and dashboards in real-time, built on the Google Docs framework. In beta.
Google Tag Manager 360, Analytics 360, and Attribution 360 – Existing products that have been bundled together as part of the new suite
- Google Tag Manager 360 is a re-brand of Google’s existing Tag Manager (GTM), now built as a standalone product rather than an extension of Google Analytics. Allows advertisers to simplify data collection and data accuracy.
- Google Analytics 360: formerly GA Premium. No new updates or functionality announced yet.
- Google Attribution 360: formerly Adometry, a marketing attribution provider Google acquired in 2014. The service will continue to measure & model impact across digital and offline marketing channels, while helping marketers determine optimal budget allocations for each.
The suite will have native integration with DoubleClick & AdWords, allowing for quick activation within search, display, and video advertising campaigns. Each product should also be available ad-hoc – meaning advertisers can use each tool on a standalone basis within their existing stack.
Summary
One of the biggest challenges facing marketers today is wrangling, de-duplicating, and taking the right actions against multiple sources of data. It’s not a surprise to see Google take a step forward in a space that they occupy with Adobe, Oracle, and others. Overall, this is a compelling update to Google’s suite of tools and they are providing another choice to marketers who are looking to enhance their ability to collect, measure, test, and optimize their data to drive marketing efficiency and effectiveness.
At Leapfrog, we specialize in the optimization of the consumer journey through the management of performance media, conversion optimization, and marketing analytics. The connection of data is a prerequisite, and it’s a quest that every savvy marketer has undertaken, so we’re glad to see additional strides being made on this front! At the same time, we also believe that it’s important to remain tool-agnostic and choose the products that work best for a brand. Many enterprise marketers have tools in their stack that are similar to these upcoming products, so we’re glad Google is also planning to keep the suite open for maximum flexibility. In doing so, marketers will continue to be able to pick what set of products work best for them.
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