Google takes on Oracle and Adobe with analytics suite

Rachael Micallef
By Rachael Micallef | 16 March 2016

Google has unveiled a new data management platform, branded Analytics Suite 360, incorporating a series of new products and updates to some of its more long-standing toolsets.

The suite, designed for enterprise-level companies, comprises six products that can either be used as part of a whole package or on a bespoke basis. The entire package obviously integrates with AdWords and DoubleClick.

The product combines Google Analytics 360 (formerly called Google Analytics Premium, Google Attribution 360 (formerly Adometry), Tag Manager 360 and new tools including Audience Centre 360, Optimise 360 and Data Studio 360.

Google Analytics 360 will allow marketers to import their own first-party data, bring in third-party data and leverage Google data to develop audience segments for campaign targeting.

We are moving to one-to-one marketing models at scale,” says Google VP video, display and analytics, Paul Muret.

The package also contains rebranded and updated versions of Tag Manager, Analytics and Attribution which will now benefit from additional features.

Google, which acquired attribution platform Adometry, says its attribution has been “rebuilt from the ground up”. Changes to this part of the system will roll out over the next two months.

Meanwhile, 360 will contain an on-site testing tool (Google Optimize 360), giving marketers the ability to test offers, layouts and funnel flows against audience segments.

Also new is Google Data Studio 360. The Data Studio, Google says, “will unlock enterprise marketing information and provide easy tools for presenting it in ways that are actually meaningful”.

The new offering pits Google directly against similar offerings from Adobe and Oracle.

Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers in achieving revenue goals,” Muret says.

Many toolsets can't cope: They're too hard to use, lack sufficient collaboration capabilities, are poorly integrated, and require hard-to-find expertise."

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