Google Analytics 360
Google (GOOG) (GOOGL) has recently launched a new marketing tool, Google Analytics 360, which integrates tools designed to help marketers measure campaigns, collate data from various sources, and exchange insights for programmatic marketing.
Integrating data, data management, and data visualization
Google Analytics 360 Suite integrates Google Analytics Premium or Google Analytics 360, Adometry, and four new tools including the following:
- Tag Manger 360, which provides an easy way to gather information
- Audience Center 360, a data management platform
- Data Studio 360, a tool for data visualization
- Optimize 360, which enables marketers to customize websites according to user interests
Adometry, a marketing attribution firm, was acquired by Google in 2014 and is now called Attribution 360.
In association with Forrester Research, Google conducted a survey, the results of which showed that 84% of marketers believe their data sources lack the required integration. Google Analytics 360 aims to address this through its linked platforms, which enables users to transfer data between the six programs of the suite seamlessly. Google Analytics 360’s limited beta version is available to users in America and Canada. Its final version is expected to be available by calendar 3Q16.
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Continue to the next part for a closer look at the competition in the marketing cloud.