A Look At Google Analytics 360 Suite
The Internet has been abuzz about the highly anticipated Google Analytics 360 Suite. The wait was over when, last month, Google debuted its latest integrated data and marketing analytics product range. Businesses can use this to beef up their digital strategy: Google Analytics 360 Suite allows users to track customers efficiently across different devices and tailor their content based on the predicted behavior of their visitors. These can even be integrated with third-party platforms, like Google AdWords, to improve a website’s visibility.
The suite has six products, with two—Analytics 360 and Attribution 360—now available in the market, with the rest still in limited beta mode. If you are already a Google Analytics 360 customer, you will be able to get notifications from Google as to when the other products will be available in the market as soon as possible, says Danz Holandez, the Digital Practices Director of digital advertising agency Nurun Manila.
Google Analytics at a glance
Here’s a quick look at the six Google Analytics 360 products, for you to gauge if they are suitable for your organization:
Google Optimize 360
- This allows marketers to test and deploy the version of your landing that’s best suited for a particular audience segment. You can easily make text and image changes with its visual editing interface, or use its code editor, for better control.
Google Audience Center 360
- This is a data management platform (DMP) that gleans audience data from DoubleClick and Adwords, as well as other DMPs, so businesses can identify specific audience segments that will help them customize their ads.
Google Data Studio 360
- A data visualization and analysis tool that also helps you customize your reports and share these with your colleagues, allowing for real time collaboration.
Google Tag Manager 360
- With this, businesses can manage tags for all their websites and apps on one unified platform, instead of keeping track of them individually.
Google Analytics 360
- Formerly called Google Analytics Premium, Google Analytics 360 helps marketers analyze customer data across different customer touchpoints and manage ad products more effectively.
Google Attribution 360
- Formerly known as Adometry, Google Attribution 360 provides marketers with accurate performance metrics and information from sources like click-throughs and TV analysis.
Before dipping in
Google Analytics 360 Suite is on par with that of any other enterprise-level product, and you can tell by its price tag of some of its products. Before they commit to this big-ticket investment, entrepreneurs should first evaluate their company’s analytics requirements and their own budget, says Holandez: “Can you appreciate the role of data management platforms? How comfortable are you with variations of your site being shown to multiple viewers? Finally, say you do want all of the data that the Google Analytics 360 Suite can provide—would you know what to do with all of the information?”
It will take technical know-how to understand and make the most out of these products. Holandez suggests entrepreneurs should consider the following factors: “Are you just now dipping your toes in digital marketing integration, after years of doing TV and print? How savvy are you when it comes to analytics, channel strategy, and web design?” Google Analytics 360 Suite is no doubt a useful tool set for measuring data and optimizing your site, but if your business relies on social media marketing, you should look at social media monitoring tools, too. One solution Holandez recommends is Publicis Newsdesk, which tracks online conversations and recommends strategic steps marketers can use to drive their digital campaigns in the right direction.
Google’s latest marketing analytics products do pack a punch, but it might be premature for entrepreneurs operating smaller businesses to jump right into Analytics 360 Suite if they are still using small-scale data. If this is the case, it might be wiser to stick with the free Google Analystics for now, and just add on later as needed, advises Holandez. Before anything else, you should know what your business digital marketing needs are, he says.