Do we have new competition for Adobe marketing suite from Google Analytics 360 suite?
Now, Google gets into marketing cloud with Google Analytics 360 Suite. Which is driven by following core features:
- Complete customer journey
- Useful insights, not just more data
- Enable better sharing within your organization
- Deliver engaging experiences to the right people
Google Marketing Cloud, which consists of six different applications All these applications are easy to integrate inside Google Marketing Cloud, is meant to help marketers engage with the right users at the right time and help advertisers understand their customers’ journeys better. List of services is as follows:
- Google Analytics Premium (now called Google Analytics 360)
- Adometry (which it acquired in 2014 and which is now called Attribution 360)
- Google Tag Manager(Enhanced from existing product)
- Audience Center 360(New Product)
- Data Studio 360(New Product)
- Optimize 360(New Product)
I am sure everyone is aware of the old products, so I will focus on the new products and enhancements so Let’s understand the basic about the tools.
Google Audience Center 360 (beta): This powerful data management platform (DMP) helps marketers understand their customers and find more like them across channels, devices, and campaigns. It offers native integration with Google and DoubleClick, plus it is open to third-party data providers, DSPs and more.
Google Optimize 360 (beta): Google Optimize 360 is a website testing and personalization product. This product helps marketer deliver amazing experiences. Marketers can show consumers multiple variations of their site and then choose the version that works best for each audience.With this tool, Google will make it easier for marketers to run A/B tests on their sites too, for example, find the best version of a text snippet or image just like your Adobe Target A/B test campaigns.
Google Data Studio 360 (beta): A new data analysis and visualization product that integrates data across all suite products and other lines of evidence ― turning it into beautiful, interactive reports and dashboards. It is designed on on top of Google Doc’s real-time collaboration and sharing technology and powered by BigQuery — Google’s data analytics platform. BigQuery will make it easy to use without compromising on the performance or speed.
Google Tag Manager 360: Built from our industry-leading tag management product, it empowers enterprise marketers to move faster and make decisions with confidence. It offers a simplified way to gather site information (all those tiny bits of code) and robust APIs to increase data accuracy and streamline workflows.
Google Analytics 360: Formerly known as GA Premium, will roll out exciting new capabilities throughout the next couple of months as investments continue to grow. It will serve as the measurement centerpiece by analyzing customer data from all touch-points and integrating with our ad products to drive marketing effectiveness.
Google Attribution 360: Formerly known as Adometry, has been rebuilt from the ground up to help advertisers value marketing investments and allocate budgets with confidence. Marketers can analyze performance across all channels, devices, and systems to achieve their most effective marketing mix.
Tag Manager, Analytics, and Attribution are all rebranded versions of existing tools that will now get additional features (and in the case of Adometry, Google says Attribution has been “rebuilt from the ground up”). Most of these changes are scheduled to roll out over the next couple of months.
The new products — Audience Center 360, Optimize 360, Data Studio 360, and Tag Manager 360 — are available today in limited BETA. If you are a Google Analytics Premium or Adometry customer, you will see the products renamed in the coming months, and we will let you know when you are eligible to join the new betas.
Google Marketing Cloud will be competing against Adobe marketing cloud directly as Adobe have similar products in their Suite. Read another post to know about Adobe marketing suite.