Keeping focus on the micro-moments theory, Google had just launched Google Analytics 360 Suite. “Intent-rich moments when we turn to the nearest device to find a store, buy a product or look for answers to all kinds of wants and needs. In these moments, today’s consumers decide what to do, where to go, and what to buy”.
Google Analytics 360 was developed based on the idea that companies have to understand the customer journey not just in their websites, but the entire journey. That’s why they launched these set of integrated data and marketing analytics products, designed specifically for the needs of enterprise-class marketers. It all starts with understanding consumer behavior in the moment — getting the right insights, and then making your brand useful to consumers.
“The Google Analytics 360 Suite gave us the really big ah-ha moment. When we launched our mobile app, it provided insurance quotes. But after looking at the data, we saw people were attempting to buy insurance. So, we shifted our mobile strategy to offer ecommerce. Google gave us that insight,” said Pawan Divakarla, Analytics Leader at Progressive.
Several years ago, Google engineers set out to simplify marketing analytics in the same way we simplified web search with Google.com. With infrastructure that allows us to handle billions and billions of daily search queries — generating answers before users even finish typing — we set out to give enterprise marketers the same utility.
While Google was developing the system, enterprise marketers were sharing their needs. So Google was developing the platform based on those enterprise customers real requirements. The focus was useful insights, not just more data. Today’s marketers need enormous computing power, data science and smart algorithms, all working together to quickly make sense of data for them. In other words, built-in intelligence to do the heavy lifting for marketers and make insights easy to see no matter the information comes from AdWords, DoubleClick or 3rd-party platforms like CRM, ERP, Marketing Automation, Ad-Servers among may others. Everything is now connected and integrated to help marketers understand the entire customer journey.
Loaded with six products, four of which are brand-new, the Google Analytics 360 Suite offers easy-to-use tools that enable sharing of data and insights throughout an organization.
- Google Audience Center 360 (beta). This powerful data management platform (DMP) helps marketers understand their customers and find more like them across channels, devices, and campaigns. It offers native integration with Google and DoubleClick, plus it’s open to third party data providers, DSPs and more.
- Google Optimize 360 (beta). This website testing and personalization product helps marketers deliver better experiences. Marketers can show consumers multiple variations of their site and then choose the version that works best for each audience.
- Google Data Studio 360 (beta). A new data analysis and visualization product that integrates data across all suite products and other data sources ― turning it into beautiful, interactive reports and dashboards. Built-in real-time collaboration and sharing is based on Google Docs technology.
- Google Tag Manager 360. Built from our industry-leading tag management product, it empowers enterprise marketers to move faster and make decisions with confidence. It offers a simplified way to gather site information (all those tiny bits of code) and powerful APIs to increase data accuracy and streamline workflows.
Google Analytics 360, formerly known as GA Premium, will roll out exciting new capabilities throughout the next couple of months as investments continue to grow. It will serve as the measurement centerpiece by analyzing customer data from all touch-points and integrating with our ad products to drive marketing effectiveness.
Google Attribution 360, formerly known as Adometry, has been rebuilt from the ground up to help advertisers value marketing investments and allocate budgets with confidence. Marketers can analyze performance across all channels, devices, and systems to achieve their most effective marketing mix.
Achieve more with your Google media
The new products like Audience Center 360, Optimize 360, Data Studio 360, and Tag Manager 360 are available from today in limited BETA. All the Google Analytics Premium or Adometry customers you will see the products renamed in the coming months, and we’ll let you know when you’re eligible to join the new betas.
Contact us now to see how you can benefit your business with Google Analytics 360 Suite and Intellignos.