Consumers are a needy bunch these days. They don’t just expect great products -- they expect the journey that leads to their purchase to be equally great. As marketers and analysts, it’s our job to make sure the customer journey is as smooth as possible, and thankfully, the new Google Analytics 360 Suite will help us lead consumers down the right path.
Big names in the industry already offer solutions designed to tackle all areas of the marketing challenge – from optimization to tag management to remarketing – in an easy and integrated way. While Google already has some fantastic products, they never truly had a holistic marketing solution. With this complete suite, Google now provides almost endless opportunities to the massive amount of data we have at our disposal.
Below, I’ll outline key features of the new Google Analytics 360 Suite, as well as some next steps you need to take.
What is the Google Analytics 360 Suite?
Google Analytics 360 Suite is built of six primary products. Four of these are brand new, while two will be pretty familiar. Here’s a quick look at each of the offerings and what they will bring to the table:
1. Google Audience Center 360 – Obviously, Google’s new offering is generating a lot of buzz, and one big reason is the inclusion of the new Google Audience Center 360. This is Google’s take on a Data Management Platform (DMP), which will allow marketers to build audience segments using a combination of their own data, Google’s data, as well as third party data they can get their hands on.
These segments can then be pumped out seamlessly to DoubleClick, AdWords, or connected with other Demand Side Platform's (DSP) for highly targeted advertising campaigns across channels.
2. Google Tag Manager 360 – This product is a more robust and redesigned tag management platform than Google’s current offering (which is simply called Tag Manager). It will help simplify the process of managing tagging and data collection.
3. Google Optimize 360 – With Google Optimize 360, Google is rolling out their own website testing platform that will allow A/B testing on site, while limiting the amount of work needed to deliver them. Plenty of testing solutions already exist, but one of the strengths of Optimize 360 will be the ability to easily integrate with DoubleClick, Adwords, and of course, the new Audience Center 360 to enhance the testing possibilities.
4. Google Data Studio 360 – There’s nothing worse than having endless amounts of data and insights at your disposal, but not being able to communicate it all effectively to those who need it. Google is finally helping to smooth out this process with Google Data Studio 360.
This new offering will actually envelope the entire suite and act as a data visualization and reporting tool, which is a welcome addition for analysts and marketing teams. It will also provide the ability to analyze data, visualize it, and create and share reports and dashboards in a more understandable way to end users. Above all though, Data Studio will connect to data from the full suite, not just Analytics 360, which will really enhance cross product capabilities.
5. Google Analytics 360 – Formally known as Google Analytics Premium, Google Analytics 360 will not change much initially. However, big enhancements are in the works, which will likely be a big win for the cross product capabilities across the suite.
6. Google Attribution 360 – To round out the suite, Google Attribution 360 will be the new name for Google’s current offering, Adometry. This tool will continue to allow users to perform advanced attribution analysis and utilize their results for optimization in their campaign tools.
What does 360 mean for me?
So, with all these new capabilities, the biggest question is always what’s in it for the user. Well, as a marketer and analyst, it means opportunity. Google has the world’s largest ad network and a massive amount of data at their disposal. A complete marketing stack made perfect sense; the path to a truly effective and integrated effort is now here for the taking.
For those using Google Analytics Premium and its other product integrations now, you can expect that Google’s new offerings will look familiar; upgrading will be a pretty natural process. Your current workflow should not be disrupted, just improved. Many of the moves you’ve always wanted to make may now be more feasible -- for example, enhancing your website data with more third party data in the new Audience Center 360, or linking your marketing managers to an easy-to-read dashboard built into Data Studio 360, all without having to export anything to a spreadsheet! That’s an advantage in itself.
What are the next steps?
The first thing to do is to take a moment to think about Google Analytics 360 Suite, and what it can do for your marketing experience. Ask yourself these questions:
Where are your gaps and pain points as a marketer and how can the 360 suite solve them?
Are you generating insights, but having a tough time making them actionable?
Do you have hypotheses you want to test on real life consumers?
Is your marketing lacking data outside of your own in order to truly target effectively?
Thinking about the current challenges you face will allow you to see how the Google Analytics 360 Suite can help. Take some time to list your current pain points and future goals and cross reference them with some of the capabilities above. Chances are you’ll find a match in there. In fact, I’ll bet you’ll find a few. Plus, our team is here to help. In addition to dedicated account management from a consultant certified in Google Analytics Standard and 360 Suite, we provide access to our multi-channel partner network, as well as quicker responses from Google when issues arise (more info on that here
If you’re already a Google Analytics Premium user, then the Analytics 360 Suite will likely be welcome news. If you’re late to this party, that’s just fine too. There’s no better time than the present, and the Google Analytics 360 Suite is now providing a huge stepping stone as you move forward with your marketing solutions.