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Google launches Enterprise Marketing Suite Analytics 360



  • Google has launched an enterprise marketing platform that will directly compete with offerings from Adobe and Oracle, reports Adadge.

  • Previously known as Google Analytics Premium, Google Analytics Suite 360, will include Audience Center 360, a data management platform that integrates with Google and DoubleClick; Optimize 360, which is used to create multiple variations of a website for different audiences; Data Studio 360, a data-visualization product; Tag Manager 360, which offers data collection and APIs to better data accuracy; Analytics 360, Google’s standard measurement tool; and Attribution 360.

  • Audience Center, Optimize and Data Studio are all in beta. Google did not say when they would be complete.The move is meant to help businesses better understand their audience in a multi-screen world, as per the report. 

  • Unified set of offerings provides a consistent user experience and cross-product data integrations, plus services. Simply put: it’s a complete measurement platform,” Paul Muret, VP of analytics, display and video products at Google, said in a statement.

  • The 360 Suite offers integrations with most third-party data providers and also plugs into AdWords and DoubleClick Digital Marketing. That means marketers can combine their own data from multiple sources like CRM, websites and more to create better targeted ads for its audience, Google said.

  • “Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers in achieving revenue goals,” Mr. Muret said. “It’s no wonder enterprise-class marketers have been telling us they need more from their marketing analytics tools. Many toolsets can’t cope: They’re too hard to use, lack sufficient collaboration capabilities, are poorly integrated, and require hard to find expertise.”

  • The product offerings are meant for large enterprise accounts, as the service costs nearly six-digits annually to use. Additionally, the product is only in limited beta for current Google Premium account holders. Google did not offer a timeline of when it would be available to new customers.



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