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Google Launches Analytics 360 Suite to Provide Better Marketing Tools for Enterprises

Monday, April 18, 2016

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SAN JOSE, CA: Google unveils a new suite of analytics services which will help enterprise marketers to better connect with their customers.

The Google analytics suite 360 consists of 6 products, the Google Analytics 360suite will combine Google analytics premium (now called Google Analytics 360) and Adometry with an enterprise –class version of Google’s Tag manager and three new products, Audience Centre 360, data Studio 360, and optimise 360, into a single solution.

Data Management Platform

The new Analytics 360 Suite is built on a Google infrastructure that can provide enterprise marketers with search-like abilities to handle billions of queries and access fast answers before they even finish typing in a question. These specifications are designed to help marketers understand each customer's journey across multiple touchpoints and channels, make useful insights of large volumes of data, enable better sharing of insights across organizations and engage with customers in useful ways. The two important tools in the suite are

Attribution 360: known as Adometry before, the product will continue to offer attribution insights across channels, devices and systems marketers can attribute sales and other results across channels.

Analytics 360: formerly known as Google Analytics Premium, the enterprise version of the workhorse site measurement product will serve as the measurement centrepiece by analyzing customer data from all touch-points with integration into the company’s ad products.

Targeting ‘Intent-Rich Micro Moments’

Google plans to roll out more new capabilities in beta offerings, those beta offerings include 

Audience Center 360 (beta): Its Google’s first data management platform (DMP), it is natively integrated into DoubleClick and AdWords. It can also be utilized with other demand-side platforms (DSPs).

Optimize 360 (beta): It is a site testing and personalization product for delivering and testing multiple versions of visitor experiences. This is designed for A/B testing, for example, of two different landing pages which have been created in another tool.

Data Studio 360 (beta): Data analysis and visualization that generates dashboards and reports.

Tag Manager 360 (beta): Although based on a tag manager feature in Google Analytics, this product is considered new because it is now a full standalone product, It offers simplified data collection and powerful APIs to increase data accuracy and streamline workflow

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