Google Debuts Enterprise Marketing Suite Analytics 360

Move Marks Tech Giant's First Data Management Platform Offering

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Google today launched an enterprise marketing platform aimed at directly competing with similar offerings from Adobe and Oracle.

Dubbed the Google Analytics 360 Suite, it includes two former Google products -- Google Analytics Premium and Adometry -- and introduces four new ones. The product includes Audience Center 360, a data management platform that integrates with Google and DoubleClick; Optimize 360, which is used to create multiple variations of a website for different audiences; Data Studio 360, a data-visualization product; Tag Manager 360, which offers data collection and APIs to better data accuracy; Analytics 360, Google's standard measurement tool; and Attribution 360.

Audience Center, Optimize and Data Studio are all in beta. Google did not say when they would be complete.

The move is meant to help businesses better understand their audience in a multiscreen world. "[Google Analytics Suite 360's] powerful set of products are unified, providing a consistent user experience and cross-product data integrations, plus services. Simply put: it's a complete measurement platform," Paul Muret, VP of analytics, display and video products at Google, said in a statement.

The 360 Suite offers integrations with most third-party data providers and also plugs into AdWords and DoubleClick Digital Marketing. That means marketers can combine their own data from multiple sources like CRM, websites and more to create better targeted ads for its audience, Google said.

"Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers in achieving revenue goals," Mr. Muret said. "It's no wonder enterprise-class marketers have been telling us they need more from their marketing analytics tools. Many toolsets can't cope: They're too hard to use, lack sufficient collaboration capabilities, are poorly integrated, and require hard to find expertise."

Still, some marketers are taking issue with housing all of their data in Google's walled garden.

"Its entirely logical that Google would continue to more tightly integrate their various offerings, and all of these tools and services are valuable to marketers, however, there continues to be the conflict of interest between the business of maximizing yield and revenue for publishers and measuring the performance and attribution of a marketer's advertising, especially in a walled garden," said Alex White, VP-product strategy and marketing at ad-tech company Sizmek. "This suite of capabilities should absolutely appeal to advertisers as there is value in having all of this functionality under one roof, but that roof is a dangerous place for a marketer to store their data assets, since the analytics and performance that they will be able to see can only be seen under that roof."

The product offerings are meant for large enterprise accounts, as the service starting costs are nearly six-digits annually to use. Additionally, the product is only in limited beta for current Google Premium account holders. Google did not offer a timeline of when it would be available to new customers.

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