Google Analytics 360 Suite – Is it a game changer?

Finally Google picked up on the entire marketing cloud solutions that most enterprise companies are already using or about to invest in. I only welcome competition in the web analytics and (I hate this word) big data world.
As a consultant, it will become easier for us to benchmark tools because the offer is more or less the same now. I’m quite surprised to read that it has taken Google 3 years to develop their Audience Center, especially thinking about how “young” Google is as a company. More established companies like Adobe, IBM and SAP have been in the market for decades and were forced to find new ways to expand their product offering by introduction of Google Analytics many years ago.
Looks like it’s game on once again in the Web Analytics world.

By simple copy/pasting the offering from Google, it sure looks like the same offering that Adobe also has:

  • 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 touch-points 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.

Looking at the offering by Google, it sure does look impressive, but in my opinion (and yes, I might be biased, but who doesn’t like to work with a analytics platform that is more or less fully customisable?) the one key thing missing and also a vital thing in my opinion, is the platform that is to deliver the content to the end-users. One thing is creating insights, but execution of them is the key component here, that’s the entire idea of a Marketing cloud. We have been able to analyse on “big” data for quite some time.

If we have a look at the Adobe stack, it’s pretty straight forward to segment data across mobile and desktop if you made sure that your 360 view of the customer starts with a good platform to execute through. AEM from Adobe, which is a content management platform is integrated deeply into Audience manager, Analytics and Target, and when implemented with a focus on data-driven decisions and a solid execution plan, I would argue that Adobe will be in front of other competitors for quite some time.  Many enterprise companies are buying into the entire AEM + creative cloud + marketing cloud framework, because it can deliver the entire vision.
My final thoughts on the Adobe 360 suite is that it’s far from a game changer, but the good thing is, that more people will show interest (read: better understand DMPs etc)  now that Google is introducing it.