Are you going goolgly eyed (pun intended) on looking at all the various graphs, trends, and analytics that flood your computer screen, beginning of each month? Wading through the different metrics and coming up with a report that's meaningful and understood by all the department heads seem to be a herculean task for the marketing analysts.
Understanding the consumer behaviour is the crux of getting your brand out there and to reap its benefits. It doesn't require a crystal ball to predict your company’s future. It all starts with getting the right insight, and then making your brand useful to the consumers.
Google has long since ruled the analytic world with its Google Analytics, its flagship analytic product. Google Analytics serves its purpose of providing insight and information but Google has gone a step further with its Google Analytics 360 Suite, a set of integrated data and marketing analytics products, designed specifically for the needs of the enterprise-class marketers.
The suite consists of the improved and rebranded version of the Google Analytics Premium and the Adometry, now called as the Google Analytics 360 and the Google Attribution 360, respectively, along with the Google Tag Manager 360, Google Data Studio 360, Google Optimize 360 and Google Audience Centre 360. They can be used together or on their own and integrate with AdWords and DoubleClick.
Marketers now have a powerful tool which pulls in the numbers, look for insights, and let automated marketing make adjustments. With a single login it lets your whole team work with all your data.
There are tonnes of articles highlighting the new Google Analytics 360 suite and its products, but this blog asks some of the common questions which customers have.
1. What are the products that are available for use immediately.
The new products are still in limited beta testing, and will be introduced to current Premium customers in limited editions.
Casey Carey, director of marketing for Google Analytics, was quoted in Marketing Magazine, responding that the “three new products — Audience Centre, Optimize and Data Studio — are in limited beta. Scheduling varies, but basically late Q2 is when those will become generally available “.
The below products can be used immediately:
Analytics 360:
Formerly called as the Google Analytics Premium, it is the way to analyze customer data from all touch-points and integrate with Google’s ad products. It allows you to gain new insight along with a total view of the customer experience.
In addition to the standard Analytics features, your team can access both sampled and unsampled data reports, BigQuery Export, and Data Driven Attribution. Google Analytics 360 also include service level agreement, that covers data collection, data freshness, reporting, a higher processing limit, and access to dedicated support specialists.
Tag Manager 360:
Get more data and less hassles with powerful API's and partnerships. It empowers enterprise marketers to make better decisions and move faster with confidence, by offering a simplified way to gather site information, and API's to increase data accuracy and streamline workflows.
Attribution 360:
Formerly called as the Adometry, this product helps marketers analyze performance across all the channels, devices, and systems to achieve their most effective marketing mix and allocate budgets with confidence. It lets you discover the true value of all your marketing channels.
According to the director of marketing for Google Analytics, the beta versions of the new products will be generally available in the later quarter of this year.
Optimize 360 (beta):
Test and deliver more personal experiences on your site. It allows marketers to perform multivariate testing on their website and help marketers deliver better experiences, and will be integrated with Google Analytics.
Audience Center 360 (beta):
Match the right people with the right message. It's a Data Management Platform (DMP), that integrates with the other Google DoubleClick and AdWords products, along with the other third party providers and demand-side ad platforms to help marketers connect with customers on different channels, campaigns and devices.
Data Studio 360 (beta):
Build beautiful and shareable reports, with all your data in one place. This product allows creation of easily shareable, customizable reports across enterprise devices.
How much does the Google 360 Suite cost, and how do I purchase one of the new 360 Suite tools?
There is no official release on the pricing information. All the Google Analytics 360 Suite products can be purchased independently, including the beta products.
Does having the Google Analytics Premium account automatically gives access to all the new products?
No, Google Analytics Premium is the improved and rebranded Google Analytics 360, but not Google Analytics 360 Suite.
If the customers are paying for any one of the Google Analytics 360 Suite product, they can avail the other services like Tag Manager 360 included at no additional cost. The other products like Attribution 360 (formerly Adometry), Audience Center 360, Optimize 360 and Data Studio 360 can be added individually.
Are there any free versions of the products available?
As of now, there are no free versions of the products.
Is Data Studio 360 going to replace Tableau?
No. It can be viewed as a supplement product. While GA has a lot of data, it offers very limited data visualization capabilities. Marketers often resort to Tableau for advanced visualization. Data Studio has a clean, simple, drag-and-drop interface to create simple reports and dashboards. You can experience real time collaborations between multiple users.
Can Optimize 360 be used with standard Google Analytics?
One of the key feature of Optimize 360 is that it can be integrated with the standard Google Analytics. It allows multivariate testing and optimization of your website, providing analytic which can be used to make informed decisions.
Does Audience Center 360 affects with DoubleClick and other products?
No. All the existing integrations between DoubleClick products and Google Analytics Premium are available in the Google Analytics 360.
While these questions are just the beginning, Google Analytics 360 suite's successful acceptance by the enterprise class marketers will be decided in the near future. We'll keep you posted on any updates from the Google Analytics 360 suite team.
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