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.
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.