Last year, I predicted Google would try to own retargeting on its network and continue to own as much of marketers’ data as possible. What was foretold in the pages of Target Marketing appears to have come to pass.
On the Ides of March, Google announced the “Google Analytics 360 Suite,” which houses five new tools for marketers to “see the complete customer journey,” gain useful insights in real-time, be able to share data with colleagues and implement targeted marketing.
In January 2015, I wrote: “Google may be positioning itself to both sell its Google Display Network ads to marketers and be the only entity that can tell those marketers how well the ads are performing.”
Indeed, the top tool Google lists in its Tuesday announcement is a data management platform (DMP). Not surprisingly, a vendor with a competing DMP contacted Target Marketing on Wednesday to offer an opinion. Google emphasizes that its new marketing technology (MarTech) will work with third-party software. In 2015, vendors had been worried Google would shut them out.
Words from New York-based digital marketing software provider IgnitionOne follow the list from Google.
The Google Analytics Solutions announcement on Tuesday says this about the software:
- 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's open to third party data providers, DSPs and more.
- Google Optimize 360 (beta). This website testing and personalization product helps marketers deliver better experiences. Marketers can show consumers multiple variations of their site and then choose the version that works best for each audience.
- Google Data Studio 360 (beta). A new data analysis and visualization product that integrates data across all suite products and other data sources ― turning it into beautiful, interactive reports and dashboards. Built-in real-time collaboration and sharing is based on Google Docs technology.
- 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 powerful 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 touchpoints 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.
Related story: Will Google Own Retargeting on Its Network?