by Angela Guess
Frederic Lardinois reports in TechCrunch, “Google is launching a new product for enterprise marketers today that will directly challenge Adobe’s Marketing Cloud and similar services. 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.”
He continues, “The idea here, Google senior director of product management Babak Pahlavan tells me, 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. ‘But this is about understanding the customer journey all the way to conversion,’ Pahlavan explained.”
Lardinois goes on, “The service, which consists of these six different applications that are all tightly integrated with each other, is meant to help marketers engage with the right users at the right time and help advertisers understand their customers’ journeys better. The guiding philosophy behind all the new tools was to ensure that they were easy to use, even as they pull in vast amounts of data, and provide marketers with actionable information and not just a barrage of data.”
Photo credit: Google