Google Analytics launches 360 Suite, promises a better view of the “complete customer journey”

Following the ‘micro-moment’ trend that Google has named and popularised for itself, Google has launched a suite of tools for its premium Analytics users, which promise to help better take advantage of customer behaviour “in the moment.”

With companies swimming in data from an infinite number of channels, it’s harder than ever to get a genuinely complete view of the customer journey.

Sure you can measure traffic to your site from online channels, but what about the effect your digital marketing has on offline store visits? What about when someone searches for a service on a mobile when out and about, how do you know you’re delivering the most relevant message to them?

To help enterprises achieve a more personalised ‘customer centric’ way of marketing, Google Analytics has launched 360 Suite, “a set of integrated data and marketing analytics products,” the purpose of which is to make your brand genuinely useful to potential customers.

360 suite

Now putting aside any cynicism, anything that helps companies see the whole customer journey in real-time and provides useful information that cuts through the usual ‘hit-and-hope’ marketing rubbish, is to be applauded.

Here’s a breakdown of what Google is offering to its 360 suite users. Four of the six products are brand new (three are in beta), and most of the following are the words of Google, but I’ve tried to cut back on the hyperbole wherever I could ;)

Google Audience Center 360 (beta): a data management platform (DMP) that helps marketers understand customers and find more like them across channels, devices, and campaigns. It offers native integration with Google and DoubleClick, plus it’s open to third party data providers, DSPs and more. This is Google’s first ever DMP.

Google Optimize 360 (beta): a website testing and personalization product, where marketers can show consumers multiple variations of their site and then choose the version that works best for each audience. So basically a landing page A/B testing tool.

Google Data Studio 360 (beta): a data analysis and visualization product that integrates data across all suite products and other data sources, which you can use to crate interactive reports and dashboards. So you can make fancy patterns and stuff.

Google Tag Manager 360: an improvement on its previous tag management product. It offers a more simplified way to gather site information to increase data accuracy and streamline workflows. This is now a standalone product.

Google Analytics 360: the new version of GA Premium. This will be better integrated with multiple touchpoints and Google’s ad products.

Google Attribution 360: the new version of Adometry, which has been rebuilt from the ground up, will help advertisers value marketing investments and allocate budgets.

Google has also stated that the 360 Suite integrates with many third party data providers and platforms, and it will plug directly into Google AdWords and DoubleClick.

The four new products are available today in limited BETA, if you’re a Google Analytics Premium or Adometry customer.

Although no date (or price) has been announced for the official public launch, you will be able to purchase each individual product separately.

If you have any thoughts about this launch, and whether this is a genuinely useful step forward or not, please let us know in the comments.

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