Google has now launched their new platform for enterprise analytics, and it goes by the name of the Google Analytics 360 Suite. The Google Analytics 360 Suite will aim at supporting marketing throughout the whole value chain, ranging from analysis of consumer behaviour to understanding of brand values.

Through this, Google now offers a set of analytics tools across one integrated platform, and thereby becoming a stronger competitor to enterprise analytics companies such as Adobe.

The Google Analytics 360 Suite will include a total of six different products that will be fully integrated in the platform. Two of them have been around for a while, but they will come out strong and with new names: Google Analytics Premium will become Google Analytics 360 and Adometry (Google’s Enterprise Attribution software) will become Google Attribution 360. Both platforms will roll out new features throughout the next couple of months to go along with the name changes.

The Google Analytics Suite 360 will also include four new tools:

  • Google Audience Center 360: A so called Data Management Platform (DMP) that will offer easy integration with Google and DoubleClick as well as third-party data, Demand Side Platforms (DSPs) etc. Not only will it be a great way of gathering and activating your data, we think that having this data, will also open up new opportunities for Google when it comes to developing its own marketing solutions. One thing that we expect is the ability to retarget based on impressions across search and display.
  • Google Optimize 360: With this product, Google will join the trend of personalization by allowing live website testing of multiple variations in order to present content dynamically to different audiences. Google Optimize 360 will be a combination of an A/B-testing tool and a personalization software, which is a logic development within that field. Precis expects that the use of Google Audience Center 360 together with Google Optimize 360 will allow a combination of personalization of the website throughout the consumer journey based on the user’s marketing touch points.
  • Google Tag Manager 360: You’re right! Google Tag Manager 360 is a development of the free tag management system, Google Tag Manager. Similar to the differences between Google Analytics and Google Analytics Premium, Google Tag Manager 360 will offer more and advanced features for enterprise clients, such as developed API capabilities.
  • Google Data Studio 360: We like to call this one Google Analytics Dashboards / Custom Reports on steroids. We can expect the tool to be easily integrated with other Google platforms, but also flexible towards import of data from other platforms. This will most likely become a key competitor to Klipfolio, Qlik, and Tableau and hopefully put an end to massive integration projects in order to visualize all your KPIs in one place.

Overview of the Google Analytics 360 Suite

It’s obvious that Google has been good at listening to the market when forming this strategy for the enterprise/marketing analytics tools. Google’s pushing the envelope to make it easier – and more importantly – to generate insights based on the collected data, while moving away from simple data hoarding.

I’m personally glad to see this development, since it has been in the centre of our strategy since day one. As one of the few digital marketing agencies in the Nordics that’s also focusing on web analytics, we have always been focusing on pushing our clients to take action on their data. When implementing sophisticated tracking solutions, it has been our promise to turn that future data into big impact actions. It could be linking CRM-data to Google Analytics in order to optimize AdWords based on ROI, cross-device analysis for proper attribution modeling or obtaining additional metrics to analysis of CLV in order to optimize marketing efforts in a better way. The common ground is that an implementation project should always generate valuable actions. If not, it’s just a sunk cost.

We believe that the Google Analytics Suite 360 will enable advertisers to become even better at optimizing their marketing investments. The whole stack will be well-integrated with both Google AdWords and DoubleClick, enabling combination of data from more sources when working with optimization as well as attribution modeling. In a previous blog post, I wrote that it will be more and more important for companies to understand the true value of each impression, and I believe that this will be a big step in this direction. We’re looking forward to integrating the whole customer journey with the marketing efforts in order to bid granularly across all channels based on a custom attribution model.

Christoffer Lötebo Partner & Global CEO