UPDATED 06:38 EDT / MARCH 17 2016

NEWS

Google takes marketing to the extreme with Analytics 360 suite

Google is throwing down the gauntlet to Adobe Inc.’s Marketing Cloud service with the release of several new tools aimed at enterprise marketers.

Launched on Tuesday,Google’s Analytics 360 suite encompasses several integrated data and marketing analytics tools that are designed to help marketers reach consumers with the right message at the right time.

Google’s Analytics 360 suite is made up of no less than six tools, four of which are totally new. For instance, Google Audience Center 360 is a new data-management tool that helps marketers to better understand what customers want. Not only that, it allows marketers to find more customers across various campaigns, channels and devices. The service is natively integrated with Google and DoubleClick, and can be integrated with third-party offerings too.

Also new is Google Data Studio 360, a data analysis and visualization platform that integrates data from multiple sources and turns it into easily understandable visualizations and interactive reports. Data Studio 360 also uses Google Docs’s collaborative technology to allow for real-time sharing.

Google Optimize 360 is a personalization and site testing tool that marketers can use to create better experiences for consumers.

Finally, Google Tag Manager 360 helps marketers to manage the lifecycle of e-marketing tags which integrate third-party software with digital products.

As well as these new tools Google has revamped two existing ones. Google Analytics 360 is the revamped version of Google Analytics Premium, focusing on analysis and measurement of customer data, while Google Attribution 360 is the new name of Adometry, a tool that helps marketers evaluate their investments and allocate budgets.

The best news, and a key differentiation for Google, is that the suite can be integrated with numerous data platforms from third-party providers. In addition it also plugs into established Google tools like AdWords and DoubleClick Digital Marketing.

“Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers in achieving revenue goals,” wrote Paul Muret, Google’s vice president of analytics, display and video products, in the Google Analytics Blog.

In his post Muret cites a recent Forrester Research Inc. study commissioned by Google which reveals that the ability to integrate analytics with data sources, and other advertising and marketing technologies, is critical to marketer’s success.

Muret says that Google set itself a goal to “simplify marketing analytics in the same way we simplified Web search with Google.com”. As such, Google has built Analytics 360 on its own infrastructure, providing enterprise marketers with “search-like” capabilities in order to handle potentially billions of queries, finding answers faster than most marketers can type.

Marketers who use these capabilities can better understand their customers experiences, collaborate more easily, and get insights from large volumes of data more easily, allowing them to engage with customers in more useful ways, Muret said.


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