Google is rolling out Google Analytic 360 suite for search marketers. It is an update aimed at simplifying laborious works of large businesses syndicating and unifying marketing and advertising data in different channels. Integration of both AdWords and DoubleClick in the suite is being useful for search marketers. You will get a brand-new as a well-rebranded solution has been included in Google’s analytic 360 suite for an enterprise.
Several new features have been added and old features rebranded in this suite.
Let us find out the new features:
Data Management Platform: Google audience 360 is a data management platform of Google that calls DoubleClick audience centre. As of now, a DMP has been missing from Google’s advertising technology.
Google Audience 360: It is generally tied to DoubleClick and AdWords but integrates with other DSPs enabling marketers to build audience segment in DMP and target them in ad exchanges. It ensures that advertisers won’t get same audiences with remarketing ads in multiple exchanges which is a feature of universal impression cap control. Further, marketers can get first-party data, third party data and even leverage Google trove of data to build perfect audience segment for better campaign targeting.
Similarly, AdWords and DoubleClick advertisers can create an audience in Google analytic. It will be useful to bring audiences in Google ad system and Google audience 360 will be available to advertisers. But, there is no confirmation from Google if advertiser will need to create site or app activity based audience in Analytics or all audiences will be kept in DMP when both products are used.
DMP integration will enable search advertisers to target audience segment in Google RLSA campaigns and use in Google display network. Integrating a CRM with audience 360, email list for customer match targeting, is easily accessible and will be updated quickly.
In short, people-based marketing model is being followed, according to Paul Muret, VP of video, display and analytic of Google.
On-site testing tool: Google optimizes 360 is a new site testing tool and come as a surprise pack. Advertisers usually use in-built testing and personalization tool like optimized for optimization. The new tool can be used for A/B landing page test without any coding and can be integrated with other tools for better control of content personalization.
But, marketers can test offers, layout and funnel flow against audience segments. The testing can be automatically tied to Audience 360, DoubleClick and AdWords for testing the campaigns.
Enterprise-wide data analysis and visualization: Google data studio is another new feature for the search marketer. It is built on the Google Doc framework which allows users to update and collaborate on reports and dashboard quickly. Data studio is useful to reveal enterprise marketing information and offer easy tools for displaying in a meaningful way. In this case, Data studio is really helpful for a suit and integrate data from various products and pull from other sources as well.
Let us look at the rebranded products:
Tag manager: The new Google tag Manager 360 is a brand-new product and made from the existing one. New tag manager has simplified data collection and powerful APIs for accurate data and streamlines workflows. While existing tag manager is simply a feature of Google analytic.
Enterprise analytic: Google Analytic premium has been renamed as Google analytic 360. Though no new update is added existing capacities have been increased.
Attribution: After acquiring Adometry in 2014, Google has made it available in product and added in Google Analytic premium for users. Now Google attribution 360 will continue to offer attribution insights in channels, devices and systems including offline campaign information. Now, advertisers can optimize bids using conversion attribution result in search and display campaigns.
There are six products in Google Analytic 360 suite. Every solution will be available in a purchase and setup will be customized according to the requirement of a company. The product is open and can be integrated with non-Google or third-party products. It is a vital question of DMP as experts are wondering if Google will hamper its ad platform with this step.
“The reason to have an open system as marketers want to use other products but they aren’t getting a good view of the cross-device/channel and hence can’t take action quickly. Products are easy to use and highly collaborative and best result will come mixing other tools” said Paul Muret.
Suite customization on a dashboard is done depending on the products to use and access can be modified in user level.
In order to take action immediately, it is essential to take on dynamic remarketing and it will be easier with the integration of Audience 360, Analytics 360 with DoubleClick and AdWords.
Cross-device tracking and targeting are on focus though no new capabilities have been announced. For instance, advertisers using Google’s DMP and attribution can manage and track search and display remarketing across devices in audience 360 with just initial setups.
But, there can be issues in integrations with efficiencies and lack of independent measurement and verification. But, few enterprise clients are willing to sign into 360 experience sharing data and relying on Google for measurement.
Now, Google Analytic premium and Adometry customers will start testing new products in suite 360 but these brands will eventually retire.
Progressive, L’Oreal Canada and Google-owned Nest for Analytic 360 test for now.