To help marketers get a better view of their online marketing efforts by just using fewer tools, Google just released its new products aimed for online entrepreneurs, the Google Analytics 360. In this article, we will discuss everything you need to know about the Google Analytics 360.
A total of six products, four of which are new and two were re-branded, are included in the new Google Analytics 360 suite. These products aim in connecting an entrepreneurs daily online work. These new products are still in limited beta testing.
-Google Analytics 360: the paid, enterprise level tool for large companies. Formerly known as Google Analytics Premium.
-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 products included in the suite are expected to help e commerce entrepreneurs connect their data across several platforms including mobile, PC and offline marketing channels.
New Data Management Platform (DMP)
Both Oracle and Adobe are now offering cloud-based DMPs, and Google Analytics 360 also tries to enter the DMP industry as an add on for more quality control. This means that Google Analytics 360 is meant to be used as an add-on to an existing and more stable DMP and not use it as a standalone.
It can be also integrated with Google resources such as Adwords and DoubleClick and other standalone tools like Optimizely to allow entrepreneurs to test sales funnel workflows, page layouts, offers and more. These testing capabilities are also extended to PPC advertising by Optimize 360.
The open-sourced system also helps entrepreneurs ensure the originality of their remarketing efforts by allowing the import of both first-party and third-party data. The suite also flaunts its focus on user privacy and the assurance to its users that they can be tracked safely without the risk on their personal data.
Usefulness of Google Analytics 360 for SMB
Unfortunately, SMBs are not Google Analytic 360’s targets as this point in time. However, the free tools offered in Google Analytics 5 can still be used and is available for SMB users. For those enterprise-level marketers who are interested in the suite’s products, there will be an opportunity to purchase products individually, 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.
Early testing of Google Analytics 360 has been available to a few companies such as L’Oréal Canada, Progressive and Nest. Few case studies yielded positive results, but still really not clear how these initial enterprise users will react once the product is fully released.
Is Google Analytics 360 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 new suite may be rolling out at just the right moment.
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