Google announced today the launch of Google Analytics 360 Suite, which includes a host of new products to enhance measurement capabilities for enterprise businesses.
During a webinar held today, Google’s Justin Cutroni and Mary Pishny provided details to Partners on what the launch means to current Google Analytics and Google Tag Manager customers. While specific technical details are confidential until further notice, we can share high level product information at this time.
New products, which work together in a marketing cloud environment, will be rolled out slowly to both standard and Premium customers this spring. Premium customers will automatically become customers of Google Analytics 360, and Google Analytics standard users will have the option to purchase 360 products to increase their measurement capabilities.
The purpose of Google Analytics 360 is to allow customers to go from insight to impact faster, with powerful integrations (including BigQuery) that provide more holistic cross-channel segmentation and measurement capabilities. Google describes it as “marketing on steroids”, allowing users to “push” audiences across various products in the suite to allow for more actionable analysis.
Enterprise-level marketing analytics clouds are not novel – Adobe has behaved in this way for a long time – but Google’s approach to the environment is certainly noteworthy.
Here is a breakdown of the new products that will be rolled out soon:
Formerly called Google Analytics Premium, this is still the hub for all of your measurement and advertising product needs. Additional products in the 360 suite will be integrated to enhance this platform.
Audience Centre 360
A data management platform that natively integrates with DoubleClick, Adwords, and third party ad providers for more powerful segmentation and targeting.
A testing platform that lets marketers make faster and smarter decisions, and personalize their approach using Audience Centre 360 data. With Optimize 360, you can test multiple versions of messaging and UX elements to determine what’s resonating with your audience the best, with reporting built into the Analytics 360 suite.
Formerly known as Adometry but rebuilt to integrate with the suite, Attribution 360 is used to better understand marketing performance and return on investment, letting you compile data across channels and devices and understand what advertising efforts are producing results.
Data Studio 360
A new data visualization tool that is built off the same structure as Google Docs to allow for better team collaboration. Access data across the entire Analytics 360 suite, overlay Adwords and DoubleClick campaign data, and add external data sources to present data in a compelling way.
Tag Manager 360
The feature set of Tag Manager 360 is the same as standard Google Tag Manager, however it now includes Service Level Agreements and Tag Management support and services to support enterprise clients. Google says it will roll out more enterprise features soon.
All aspects of the Analytics 360 suite are in beta and will be made available to the public later on this year. We’ll keep you abreast of developments as they are released from Google.
What This Means For Napkyn Clients
As mentioned, new features will be rolled out slowly over the spring months. Google will also be releasing pricing information to Partners in the coming weeks, along with introductory webinars on each product, which will conclude the week of April 11.
We will be reaching out to all of our Google Analytics Premium clients personally to talk through these updates and how they will help take digital marketing to the next level in 2016
As analysts, we spend lots of time crunching data in Microsoft Excel. This has led to Napkyn’s strong reputation around high-value, at-a-glance digital performance dashboards in Google Analytics. There are a number of reasons we’re great at Excel dashboards, but a big one is around how we can refresh a large report in minutes instead of hours.
One of the tools we’ve been using to pull data from Google Analytics into Excel is Reporting Manager. We use Reporting Manager to power many of the dashboards that we deliver to executives in large enterprises.
Today, the add-in’s creators at Babbage Systems are releasing Reporting Manager for free to everyone.
Some of our favourite features of Reporting Manager:
You can configure it to keep data in your spreadsheet, and only update tables when needed with new data if it exists.
You can refresh reports and dashboards with one click.
You can pull data using your company’s fiscal calendar.
You can avoid sampling by splitting requests into multiple pulls from GA that are re-aggregated before the data gets to you
While Google Analytics (GA) has millions of enthusiastic users, there is still an unfortunate opinion in large businesses that it isn’t ‘ready for prime time’ in the enterprise.
This is no longer the case. GA is much easier to implement, more cost effective and in many ways way more powerful (I’m looking at you attribution) than comparable tools. One of the most overlooked areas of GA is currently the functionality around data upload, which isn’t surprising, given that it can be difficult to take advantage of.
Once you get comfortable with how data uploads work however, you quickly realize that with a little bit of effort you can evolve Google Analytics from a clickstream measurement tool to a marketing intelligence platform. I have at least one conversation a week with someone about what Google Analytics is capable of with data uploads that changes the way they look at the tool. Instead of a bicycle with training wheels, Google Analytics is a supercar (some assembly required). Read More…
I tend to write at least one blog post a year where I promise that we will get better at consistent blogging. We are just too darn busy doing analysis to remember to blog about it, and it’s a shame — we have a lot to share.
While I hope we step it up on the writing side this year, I am working to resolve the communication issue. ‘Cause I miss you, Internet, and there’s so much we can talk about.
With that in mind, I would like to use this opportunity to announce today’s launch of the Digital Analytics Power Hour, a twice monthly podcast featuring the unstructured musings of myself, Tim Wilson from Web Analytics Demystified and Michael Helbling from Search Discovery.
When Tim initially approached me, to be honest I didn’t think I could say yes. I’m too darn busy, and I hate to commit to things and not follow through. Obviously I changed my mind, and the reasons why are the same reasons I think you should become a listener:
Commitment: One of the things that drives me nuts is when a good blog or podcast isn’t consistent in publishing (see paragraph 1: Napkyn blog). A lot of work has been put into ensuring that we keep our commitment of twice monthly. We have been in planning for several months, and have already recorded the first 3 episodes. If you choose to be a listener you can expect regular episodes.
Competition: Michael, Tim and I all do the same job, for different companies. This concept came from us sitting at the pub during a measurement conference and talking shop. We realized that our discussions about the analytics space might be super valuable to other people. So if you want to hear a combined 50+ years of experience in digital analytics riff on topics and best practices, this is the place for you. We’re not going to be sharing customer lists any time soon, but we’re really enjoying sharing ideas.
inClusiveness (I’m trying to preserve the alliteration): While each episode has a very closed topic (this week’s is “Becoming A Better Analyst”), the format for discussion is very open. We really wanted to capture the essence of three guys having pints and talking shop. To that end the episodes should have something for everyone, regardless of their experience in the field. If you like measurement, and the odd pop culture reference, you’ll love the podcast.
So, give it a listen. Here’s the first episode on Becoming a Better Digital Analyst:
And there it is, my pitch. I’d love it if you liked the Facebook page, followed us on Twitter, signed up on iTunes or LibSyn, and gave us lots of comments and feedback. Think we’re wrong? Shout out. Have two cents of your own to share? Write it up and post it. If a podcast falls in the forest and there is no one there to hear it, then… I’ve butchered a metaphor.
Digital Analysts are in high demand, and there really aren’t that many of us–yet. I get asked often by prospective analysts about how someone can advance their career in this industry. I also get asked often by firms looking hire or develop a ‘senior analyst’ what the best steps are.
The breakdown below illustrates the four jobs that I believe an analyst needs to know how to do properly before they can be a ‘senior analyst’. The role of a senior analyst is to be a trusted strategic resource who both uncovers opportunities to leverage data, and informs decision-makers. In order to do this role properly, you need to have a very solid and diverse skill-set–and I believe that a good senior analyst could do any of the jobs below, because they need all the skills required to do their job.
You might look at this breakdown and think “That’s ridiculous, learning how to do everything on this list would take years, and I don’t even know if I’m capable of all of it.”.
That’s the point, and that’s the reason there are so few senior analysts. Read More…