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.
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."
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Related story: Will Google Own Retargeting on Its Network?