Google Launches Google Analytics 360 Suite – How Will It Affect a Marketer’s Job?
Google dropped a bomb on the 15th march when they introduced the Google Analytics 360 Suite.
But to be honest — should we really be all that surprised by this Google’s next big move? Frankly speaking, I don’t think so. The change should have been foreseeable. In fact, Google has only finally started catching-up with what their competitors have been doing for some time now and this move should have happened some time ago.
What does Google offer us in its brand new Google Analytics 360 Suite and how will it affect a marketer’s day-to-day job?
Google Analytics 360 Suite
As marketers we all have the same problem: our beloved customers have been adapting to a multi-device world at a rapid pace which is sometimes hard to swallow. Everyday it gets harder and harder to pinpoint customers with relevant marketing communications when they constantly switch from one device to another (or consume content on a few of them at the same time).
Understanding the customer journey in this multi-device world has become a huge challenge that is increasingly hard to get a hold on.
For some time now Google has been talking about the integration of data from different sources. Universal Analytics was a huge step in enabling marketers to measure customers’ behavior on different devices and generate a reasonably comprehensive picture of users’ behavior.
However, Google Analytics was quite a closed environment. You could pass some data and use it in other Google products like AdWords and DoubleClick but it was hard to pass the data onto any other solutions.
Everyone would like to create segments that can be used along with many other ad serving networks and create look-alike audiences. Everyone would like to seamlessly integrate Google Analytic’s data to show their users more relevant, personalized content. Everyone would like to use this data in marketing automation for retention, up-sell and cross-sells.
Google has just made the first step in the process of providing us with a full data analytics stack that will give us just that.
The Google Analytics 360 Suite consists of 6 products — three of them are brand new and another three are simply rebranded.
The Google Analytics 360 Suite consists of 6 products — 3 brand new: Optimize 360, Audience Center 360 and Data Studio 360 plus 3 rebranded ones: Tag Manager 360 (formerly Google Tag Manager Premium), Attribution 360 (formerly Adometry) and Analytics 360 (formerly Google Analytics Premium).
Starting with what’s new:
Audience Center 360
Audience Center 360 — a tool to expand and reach audiences. With this you will be able to enrich 1st-party data with data from Google Audience and 3rd party sources, create lookalike audiences and publish them to Ad platforms for targeting and to Optimize 360 for optimization.
In my opinion this is the most exciting part of it all — Google’s own Data Management Platform. With this DMP you will be able to merge data from Google Analytics and your own CRM in order to build audience segments. You will be able to target these audiences not only through DoubleClick and AdWords but also using other ad exchanges.
Thanks to this you will be able to create more powerful targeting and ensure that a single user is targeted with a coherent message across different touch-points without risk of annoyance (thanks to a global impression cap control).
Data Studio 360
Data Studio 360 is designed to easily share results and insights with your team. Access the data from across the Analytics 360 Suite, overlay AdWords and Double Click data, add external sources to create collaborative reports and dashboards that you can easily share with shareholders.
Getting the right data, to the right people and at the right time has always been a challenge in larger organizations. Until now we have had to develop customized solutions to serve our reporting needs that very often had to cope with API problems. Now this problem should vanish with Data Studio 360 – a tool that allows users to update and collaborate on reports and dashboards.
Data Studio 360 will be integrated with data across all of the products from the Google Analytics 360 Suite and also pull the data from different sources.
Every analyst knows that extracting data from different data sources and unifying it is laborious work which hampers the speed necessary in today’s organizations. With Data Studio 360’s capabilities of analysis and visualization, this work should be much quicker and easier.
You can read more about Data Studio 360 on the AnalyticsPros blog.
Optimize 360 is here to help you optimize the entire site experience. Test just about anything on your website — from simple tweaks and custom offers to redesigned site layouts. Personalize the site experience, targeting audiences that you build from Analytics 360, based on any action they have taken.
Finally Google is catching up with the rest of the pack when it comes to website optimization and A/B testing. Google promises that Optimize 360 will easily integrate with CMS systems and become a true engine of personalization.
What is also nice is that Optimize 360 will integrate with other tools from the Suite. We will be able to create experiments for segments from Analytics 360 and target different content for different audiences from DoubleClick and AdWords. With such capabilities it will be much easier to create a perfect user experience and a seamless transition between the ad and the website itself.
You can read more about Optimize 360 on the AnalyticsPros blog.
Now to get to the products that have been simply rebranded:
Analytics 360 is simply our good old friend Google Analytics Premium. No newbies here except that you will be able to share the data from the tool with other tools from the Suite – something which creates huge possibilities.
This is simply Google Analytics Premium with all its robust capabilities and some additional features. According to Google, more new capabilities of the tool will be developed in the upcoming months.
Tag Manager 360
Not everyone knows that currently when you get Google Analytics Premium you also get a sort of “Premium” for Google Tag Manager. The “Premium” part stands for two SLA’s — first for the service uptime and the second for the frontend availability. Currently the products do not differ from each other one iota but according to Google this is meant to change with the development of Tag Manager 360.
Attribution 360 is here to measure cross-channel performance. With this tool you are able to compile data across channels and devices — views and click-throughs, cost and reference plus online and offline conversions. Knowing the performance data, you can push the result to Audience Center 360 to optimize your campaigns.
The last product that is being rebranded is Adometry, which was acquired by Google some time ago and since then has been integrated with Google Analytics Premium. With Attribution 360 you are able to grasp attribution insights across channels, devices and systems, including offline campaign information (such as TV spots).
So there you have the full Google Analytics 360 Suite. Creating this whole package of tools is a smart move.
At this moment, you probably have a few questions popping up in your head:
When are these new tools going to be published and fully available?
Although there is no exact date for Google Analytics 360 becoming fully available, we know that it is going to happen some time in May 2016.
Will the products from the Suite be available only as a package or also as stand-alone instances?
What we know for sure is that each product from the Suite will be available separately. What we do not know is how the products will cooperate with their free-of-charge counterparts (e.g. how will Data Studio 360 work with Google Analytics).
What is the price for each product and the whole package?
Unfortunately the pricing model is currently unknown. What we do know for sure is that the whole Suite is targeted at enterprises and therefore I wouldn’t expect that these are going to be cheap solutions.
What will happen with current Google Analytics Premium clients?
Companies which currently have Google Analytics Premium will be the luckiest as they will be the first to be able to use Google Analytics 360. In the next month or two their interfaces will morph into the new. Every Google Analytics Premium client will get both Analytics 360 and Tag Manager 360 licenses.
Was it a smart move from Google and what might the future bring?
Without a doubt, coming up with a set of products that seamlessly integrate with one another was a smart move from Google. With a separate brand name under one “360” hood, every product will be consistently developed and not forgotten (like Google Analytics Content Experiments which used to be just a small part of Google Analytics).
Even more important is that the concept of a Suite makes it easier for Google to broaden the line of products. Currently the Google Analytics 360 Suite is still far from complete, as compared for example to the Marketing Cloud solutions offered by Adobe, but hopefully this is the first step and the platform can evolve in the right direction.
As of today, the Suite is an adtech solution rather than a martech one. Why should we have different tools to acquire clients and then retain and upsell them? The best solution would be to have one comprehensive pack of tools that integrate with one another and offer all of this. In my opinion this is the way Google is going to go. In fact, I am really excited to see where this is going to lead us.
If you are thinking how this change will affect your company and how to reap all the benefits of Google Analytics 360 Suite, contact us today and learn more about our approach to digital analytics. We’re a Google Certified Partner for both Google Tag Manager and Google Analytics plus a Google Analytics Premium Authorized Reseller.
Author: Paweł Ogonowski
have been transforming our clients companies into data-driven organizations for over 5 years. I strongly believe that the key to success is a structured process to analytics and conversion rate optimization. I am a frequent speaker at industry conferences and an author of 80+ articles on CRO and DA.
Follow me on Twitter @Pajex