Google announced its newest marketing suite in the first half of the year to comprehensively monitor user behavior. Google Analytics 360 Suite is an integrated system of analytics tools designed to enable even companies that work with large volumes of data to track the consumer journey in detail.
With it, professionals will be able to understand the real return on their efforts and investments in campaigns such as marketing, social media, paid media, and SEO.
Himself Google, describes it as an enterprise solution for a multi-screen world, since one of its strongest features is mobile integration. Emphasizing that having a more complete view of the customer journey was a need for its clients, who already used measurement and analysis tools but still felt they needed more data and reports that could be shared across the company, allowing marketing to understand how to deliver a good experience for each specific audience.
The new suite is a combination of six distinct tools, four of which are new to the market and launched in beta version, meaning they are available for use but are still being improved.
The six tools are:
Analytics 360
One of the suite's pillars, Analytics 360 is the evolution of Premium, designed for companies working with large volumes of data. Beyond the name, it gained new analytical perspectives, integration with other products, and a lower sampling error.
By bringing together various pieces of information in one place, it enables a better understanding of a product's audience and market, while also taking the user experience into account, using customer insights to boost marketing performance.
Tag Manager 360
Its main change is in the layout, but the function remains the same: to implement tags and other features in a simple way.
It also has features that support mobile device applications and the use of data layers that help organize and measure the collected information.
Optimize 360 (beta)
Optimize 360 is essentially a testing tool designed to evaluate Analytics data and, from there, create page variations to test implemented improvements.
Audience Center 360
Audience Center connects with other system and third-party tools, bringing together data from multiple sources in one place. This makes it easier to understand information and segment your target audience, increasing campaign performance and return on investment.
Data Studio 360
Data Studio is a data analysis and visualization product that connects with other products and translates information into simple, objective, visual reports and interactive dashboards. One of its main features is collaboration and data sharing.
Attribution 360
Adometry's new name and version, Attribution, has incorporated online and offline campaign attribution capabilities. The idea is to provide a simple overview of a company's metrics, regardless of the media used in the campaign.
The platform uses algorithms to measure the impact of each ad by channel and device.
