Insight from what Google terms a third-party vendor, IgnitionOne:
- Dave Ragals, IgnitionOne’s global managing director of search, thinks what he calls “Google 360” validates this view of the MarTech landscape: “A single stack to track, manage, analyze and attribute across multiple channels and screens is exactly what smart enterprise marketers need.”
- Ragals is concerned about marketers giving all of their data to just one company, which will then evaluate its own performance and recommend. “The church-and-state concerns are even more amplified now,” he says. “Marketers — especially enterprise marketers — need to think long and hard about whether to provide access to all of this proprietary data to Google and then let analysis and recommendations come from arguably their largest inventory source. Who has the most to gain? This is the fox guarding the henhouse.” [Editor’s note: IgnitionOne offers a DMP.]
- Christopher Hansen, IgnitionOne’s chief product officer, says: “This news is completely expected and not at all surprising given Google’s products, where their focus has been (multichannel) and where the marketing is going. ... This will force marketers to think about how important it is manage their data and the full customer journey and in an integrated stack.”
- Hansen likes the customer-focused aspect of Google’s tools. “Google is putting data, data management and data visualization at the center of the customer journey, which is definitely the right way to do it. The focus on how to engage customer’s onsite is something we deem important, as well.”
On Tuesday, Marketing Land highlights this quote from the Google announcement: "Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers in achieving revenue goals. It’s no wonder enterprise-class marketers have been telling us they need more from their marketing analytics tools. Many toolsets can't cope: They're too hard to use, lack sufficient collaboration capabilities, are poorly integrated, and require hard-to-find expertise."
What do you think, marketers? “Will Google Own Retargeting on Its Network?”
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