In a marketing world that’s buzzing with phrases like “marketing stack integration”, it’s no big surprise that Google has released a suite of enterprise-level products that together, form a more comprehensive platform.
Google Analytics 360 aims to help marketers get a holistic view of their online marketing efforts via fewer standalone tools.
But the question is: Will Google Analytics 360 truly make online marketing a more seamless experience, or will users still be missing the key information they need to make more informed marketing decisions–that previously has been supplied by third-party solutions?
The verdict is still out on whether or not this new suite of products will be an instance of “jack of all trades, but a master of none.” In the meantime, let’s look at what’s new and the details of the DMP.
Within the Google Analytics 360 suite, there are six products (four new, two re-branded) aimed at connecting a marketer’s daily work.
Google Analytics 360: Formerly known as Google Analytics Premium–the paid, enterprise-level tool for large companies.
Google Optimize 360: This product in the suite allows marketers to A/B test experiences without having to write any code. From here, marketers can pinpoint which site/ad variation is most successful for different audience segments.
Google Audience Center 360: The data management platform that ties in with Google DoubleClick and Adwords (as well as other third-party providers and demand-side ad platforms) to help marketers connect with customers on different channels and devices.
Google Tag Manager 360: Home to tag management of APIs and site code for streamlined workflows and more efficient decision-making.
Google Data Studio 360: Tool for quickly and easily sharing real-time marketing data visualizations across company departments.
Google Attribution 360: Cross-channel attribution tool that tracks all marketing spend information (online and offline) to determine overall marketing performance by channel.
The intent of the products in the suite is to help enterprise marketers connect the data across platforms, including mobile, PPC, and offline marketing channels, to name a few.
Details of the New Data Management Platform (DMP)
One of the big questions among users is: How’s it different?
While Oracle and Adobe are already offering cloud-based DMPs, Google Analytics 360 enters the market as a DMP add-on for more data quality control–meaning users will likely use it in addition to an existing, more robust DMP–not as a standalone.
One of the unique details of Google Analytics 360 is that while it, of course, integrates with Google resources like AdWords and DoubleClick, it also integrates with other standalone tools like Optimizely that allow marketers to test sales funnel workflows, page layouts, offers, and more. Optimize 360 extends these testing capabilities to PPC advertising, too.
The open system helps marketers ensure they’re not duplicating remarketing efforts by allowing imports of both first-party and third-party data. The suite also touts its focus on user privacy and the fact that users can be tracked safely without putting their personal data at risk.
What Google Analytics 360 Means for SMB
Currently, SMBs are not being targeted as Google Analytics 360 customers at this point in time. That being said, the free tools offered in Google Analytics 5 will still be available for SMB users–but it appears that Google’s hope is to build up more premium, paid GA users via the new suite’s increased functionality.
For those enterprise-level marketers who are interested in the suite’s products, there will be an opportunity to purchase products a la carte, but specific details on price point have not yet been released. The good news is that since the platform is open, users won’t be forced into using only Google-based products–and that means more PPC advertising options.
Google Analytics 360: Is it the Right Stack Integration?
Will the Google Analytics 360 Suite be worth the investment for all enterprise-level companies?
It’s hard to say at this point. However, the open system and early case studies do show some promise. As marketing integration becomes even more of a top-priority for harried marketers across multiple departments, this may be just what you’ve been looking for.