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What The Google Analytics 360 Suite Means To You
Image courtesy of Marketing Land
Just take one look at the Marketing Technology Lumascape and it becomes very clear why Google’s announcement of Google Analytics 360 Suite is a big deal…
Image courtesy of Luma Partners
The difficulty of bringing order to the chaos of audience fragmentation and technology overload has led many marketers to postpone building sophisticated business intelligence systems, waiting for a more consolidated solution. According to Google, their new Google Analytics 360 product announced this week, will offer a unified platform and grant the ability to leverage the data.
As the customer journey becomes increasingly fragmented, the number of devices, channels and touch points grow and the complexity of the measurement platforms we’re having to implement and integrate to keep track all this data grows - accurately constructing a complete, unified customer centric view is becoming increasingly difficult.
Google Analytics 360 Suite Consists of Six Products
- Google Audience Center 360. A DMP which helps marketers understand their customers and find more like them across channels, devices, and campaigns.
- Google Optimize 360. A website testing and personalization product helps marketers deliver better experiences.
- Google Data Studio 360. A data analysis and visualization product that integrates data across all suite products and other data sources ― turning it into interactive reports and dashboards.
- Google Tag Manager 360. A tag management product (built from Google Tag Manager) which empowers enterprise marketers to move faster and offers a simplified way to gather site information.
- Google Analytics 360. Formerly known as Google Analytics Premium. New capabilities will be rolled out throughout the next couple of months.
- 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.
When is Google Analytics 360 Suite available and how much does it cost?
Audience Center 360, Optimize 360, Data Studio 360 and Tag Manager 360 ― are available as of the announcement in limited BETA. If you're a Google Analytics Premium or Adometry customer, you will see the products renamed in the coming months, and Google will let you know when you're eligible to join the new betas.
No price has been announced yet, but the early word is that it will vary based on customer size and level of engagement. There’s also the potential that marketers can purchase the products individually if you choose.
It’s still a few months before mainstream availability. But coming from a powerhouse tech stack like Google, the product vision appears strong, with Google addressing most of the core needs of marketers. Google states the enterprise-class solution helps marketers:
- See the complete customer journey. Giving marketers full visibility across all customer touchpoints, devices and channels.
- Provides useful insights, not just data points by providing the computing power, data science and algorithms to help make sense of the data.
- Enables better sharing within your organization putting insights into everyone’s hands resulting in stronger cross-functional goals.
- Deliver engaging experiences to the right people via integrations across multiple Google technologies and some 3rd parties.
Google’s claimed 3rd party support will be paramount to a strong product offering. Also critical will be the integration and user-interface of the new platform. The BKV team will be diving into Google Analytics 360 Suite very soon. We plan to report our findings after kicking the tires in the next few months. In the meantime, we recommend that marketers stay up to date directly from Google before entering into new long-term technology partnerships (tag management, web analytics, attribution) over the second quarter of 2016.
Want to learn more?Contact BKV today.