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Google launches new data tool for Marketers with Analytics 360 Suite

16/03/2016

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Google is launching a new product for enterprise marketers today that will directly compete with similar marketing “cloud” solutions offered by companies such as Adobe, Oracle, Salesforce and IBM.

The Google Analytics 360 Suite will combine Google Analytics Premium (now called Google Analytics 360) and Adometry (which it acquired in 2014 and which is now called Attribution 360), with an enterprise-class version of Google’s Tag Manger and three new products (Audience Center 360, Data Studio 360 and Optimize 360) into a single solution for marketers.

The idea here, Google senior director of product management Babak Pahlavan told, is to provide marketers with a new solution that helps them work more efficiently in a multi-screen world. Marketers today — and especially in large organizations — often still base their marketing effort on what they learned during the desktop era.

One notable introduction is a data management platform, or DMP, called Google Audience Center 360. Google says marketers can use the tool to store and analyze customer data collected across multiple different devices and platforms. The DMP will also connect to ad-buying software offered by Google and others to help inform targeted ad buys.

Another new tool called Google Optimize 360 will enable marketers to personalize their websites for different types of visitors, while the Google Data Studio is designed to turn marketers’ data into interactive reports and dashboards.

Google isn’t the only company attempting to be a one-stop-shop for marketers’ needs. In recent years companies including Adobe, Oracle and Salesforce have assembled similar suites or “stacks,” designed to help marketers closely track and measure their interactions with customers on the Internet and elsewhere.
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