Google Announces Analytics 360 Suite – What It Means For Napkyn Clients

by Alex Reid

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:

Analytics 360

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.

Optimize 360

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.

Attribution 360

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.

Product Availability

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

Alex Reid

Lead, Marketing and Partnerships

As the Lead of Marketing and Partnerships at Napkyn Analytics, Alex is responsible for continuously developing Napkyn's leadership position in the industry of digital measurement, and managing our relationships and opportunities with our most strategic industry partners including Google, Tealium, and ObservePoint. Connect with Alex on LinkedIn and Twitter! @TechAlly

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