POV

Google Launches Analytics 360 Suite

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Background

Google recently announced the release of its Analytics 360 Suite, a consolidation of six products targeted at making large-scale digital marketing analysis and activation easier – particularly on the Google stack – for enterprise advertisers. While some of the products such as Analytics 360 are primarily a renaming of existing ones (Analytics Premium), it also includes long-anticipated new additions like Google’s data management platform (DMP), Audience 360, and an expansion of Google Experiments called Optimize 360, which focuses on page testing and personalization.

Here are details on each of the six products in the Analytics 360 Suite. The top three are newer products and noted as a limited beta by Google, with only a handful of advertisers testing at present. Full rollout will begin for existing Google Analytics Premium advertisers “in the coming months,” according to Google.

  • Google Audience Center 360: Google’s DMP offers native integration with Google and DoubleClick, plus it’s open to third party data providers, demand side platforms (DSPs) and more.
  • Google Optimize 360: Website testing and personalization product which shows consumers multiple variations of a site and enables marketers to choose the version that works best for each audience.  The tool can be tied automatically to Audience 360, DoubleClick and AdWords for campaign testing.
  • Google Data Studio 360: A new data analysis and visualization product built on Google Docs tech that integrates data across all suite products and other data sources to create interactive reports and dashboards. It’s built on Google Docs tech.
  • Google Tag Manager 360: Tag management product, formerly known as Google Tag Manager.
  • Google Analytics 360: Primarily a re-brand of Google Analytics Premium, Google mentioned “exciting new capabilities throughout the next couple of months as investments continue to grow.” More to come.
  • Google Attribution 360: Formerly Adometry, it offers attribution insights across channels, devices and systems, including offline campaign information and in store sales data. Advertisers can send conversion attribution results to their search and display campaigns for bidding optimization.

Resolution POV

As a suite, Analytics 360 more closely resembles Adobe and Oracle as an enterprise data and analytics solution, and each individual product (they will be priced a la carte) represents a shift to compete with platforms like Adobe Test & Target (Optimize 360) and Tableau (Data Studio 360). And yet, it seems unlikely that enterprise marketers will replace these platforms with the entire Google suite, using it instead to make the media they’re running on Google and other DSPs smarter and more connected. In the end, the suite brings some compelling integrations between the various channels and ads managed within the stack, making Google’s reach in the advertising world that much more powerful.

With the launch of the Audience 360 DMP, it’s also taking another big step forward in its audience analysis and activation capabilities via native integrations with Google products like AdWords and DoubleClick, as well third party data providers and DSPs. Whether those native integrations will be enough to overcome existing enterprise relationships with other platforms and drive strong adoption of the Google DMP among advertisers is uncertain. While display, video, and many Gmail advertising components would benefit from the native integrations, Google has remained hesitant to expand the use of their audience data to unlock many of these same capabilities within search.

For those that manage marketing channels such as paid search, however, the promise of seamless connection points between audiences, data intelligence, and activation within DoubleClick and AdWords is exciting. Fewer disparate platforms to stitch together means a more efficient workflow, and opens up new possibilities for practitioners to devote more resources to insight and action.

Finally, while the limited breadth of the suite means it is unlikely to replace more robust marketing clouds, the scope of several of the products such as Audience 360 and Attribution 360 raise some legitimate concerns about the extent of data sharing and measurement under Google’s umbrella – Google will be, after all, both a primary source of ad placements as well as the one to measure and attribute the performance of those very ads presenting a potential conflict of interest.

Google has yet to expand the suite beyond a select group of advertisers, and hasn’t made pricing public. We look forward to the wider release of the suite in the coming months, and are greatly encouraged by Google’s continued focus on trying to make digital media more insightful, measureable, and personalized.