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Google Launches Analytics 360 Suite for Enterprise Marketers

March 18
11:43 PM 2016

On Tuesday, search engine giant Google released its new product targeted for enterprise marketing called Google Analytics 360. It is a combination of six Google products in one suite.

Google has been working with its analytics product for more than 10 years. After acquiring Urchin Software Corporation in 2005, Google launched Urchin as its Web Analytics service to provide tracking and reporting service for website traffic. Google also provided two additional versions for premium and mobile service.

Now, Google Analytics have its new product suite, Google Analytics 360 Suite, which targets enterprise marketers. The suite is a combination of six products including Google Analytics Premium, Attribution 360, Google Tag Manger enterprise version, Audience Center 360, Data Studio 360 and Optimize 360. Those products are combined into a single solution for enterprise marketers.

Senior Director of Product Management at Google Babak Pahlavan said in an interview with Tech Crunch that the suite is aimed to provide marketers with a new solution that helps them work more efficiently in a multi-screen world as many marketers nowadays, particularly those in large organziations, often still rely on marketing effort in desktop era. Therefore, the suite is aimed to help them to transform their marketing effort to match customers' experience.

Google Analytics 360 which consist of six tightly integrated application is meant to help marketers engaging the right users, at the right time. The suite is a Google Analytics 360 with all measurement data that Google collected. The tools will help advertisers to understand the customers' journey better with an easy-to-use and simple tools.

"We focus on simplicity. How can we make tools that are extremely easy to use and that make it easy to collaborate?" Pahlawan said.

Venture Beat reported that although Adobe and Oracle has offered marketing and data management solutions, Google's solution deliver more humanized advertising. Google 360 Suite will go head to head with Adobe Marketing Cloud and Oracle Marketing Suite.

Computer World explained the tools as a a set of integrated data and marketing analytics tools which are designed to help enterprise marketers reach customers with the right message at the right time.

The suite consist of Google Analytics 360, in combination with data management platform Google Audience Center 360, and data analysis and visualization Google Data Studio 360 will provide the complete set of maketing data. While website testing and personalization tools Google Optimize 360 and Google Tag Manager 360 will provide solution for e-marketing tags lifecycle. Lastly, Google Attribution 360 will help marketers to allocate budgets and evaluate investments in marketing.

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