Google announced, earlier this year, the newest marketing suite to comprehensively monitor user behavior. The Google Analytics 360 Suite is an integrated system of analysis tools designed so that even companies dealing with large volumes of data can closely track the customer journey.
With it, professionals will be able to understand the real return on their efforts and investments in campaigns such as marketing actions, social media, paid media, and SEO.
Google itself describes it as an enterprise solution for a multi-screen world, as one of its strongest features is mobile integration. Emphasizing that having a more complete view of the customer journey was a necessity for its clients who already used measurement and analysis tools but still felt the need for more data and reports that could be shared across the company, allowing marketing to know how to provide 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 still in the process of improvement.
The six tools are:
Analytics 360
One of the pillars of the suite, Analytics 360 is the evolution of Premium, designed for companies that work with large volumes of data. In addition to the name, it has gained new analysis views, integrating with other products and with a smaller sampling error.
By gathering various information in one place, it allows for a better understanding of the audience and the market of a product, while taking into account the user experience, using the customer's own perception 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 resources simply.
It also features resources 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 basically a testing tool aimed at evaluating Analytics data and using it to create variations of pages to test implemented improvements.
Audience Center 360
The Audience Center connects with other tools in the system and third-party tools, gathering data from various sources in one place, which facilitates understanding of information and audience segmentation, increasing campaign performance and return on investment.
Data Studio 360
Data Studio is a product for data analysis and visualization that connects with other products and translates information into visual reports, simple, objective, and interactive dashboards. One of its main functionalities is collaboration and data sharing.
Attribution 360
New name and version of Adometry, Attribution has incorporated online and offline campaign attribution features. The idea is to provide a simple view of the 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.