The new Google Analytics 360 Suite will compete with existing marketing data management and analytics products, and attract more enterprise customers.
On 15 March 2016, Google announced the Google Analytics 360 Suite, a new suite of enterprise-class analytics products for marketers.
Google Analytics 360 Suite competes directly with cloud-based marketing analytics and related offerings from Adobe, IBM, Oracle and other enterprise software providers. The six component products consist of three new products (Audience Center DMP, the Data Studio mining and visualization tool, and the Optimize A/B testing tool); two renamed ones (Analytics 360 and Attribution 360, formerly Adometry); and one upgraded one (Tag Manager) — all united under the "360" brand.
The suite’s clarity of focus highlights Google's resolve to extend beyond advertising technology and compete in enterprise data-driven marketing and analytics. Despite Google's outsider status among enterprise software providers, Gartner expects this offering to gain significant traction, challenging incumbents and narrowing the field for smaller players.
Google brings several key advantages to the marketplace:
Marketing is consolidating around identity resolution for analytics and personalization. Google's cross-device identity graph is second only to Facebook's, putting analytics vendors relying on third-party identity solutions at a disadvantage.
Gartner research identifies price as the top reason marketers give for disqualifying vendors for digital marketing hub services (see the Gartner Webinar “Digital Marketing Hubs at the Core of Marketing's Digital Revolution” ). Google's high-margin media business allows it to compete favorably on price.
Google's high-profile investment in its full suite of integrated ad tech solutions, machine learning and big data infrastructure bolsters its standing with media planners and marketing data scientists, who will influence many enterprise analytics investment decisions.
Google needs to win trust among enterprises before they will onboard sensitive data to its cloud and accept assurances that its tools are unbiased. While advanced users may find that Google’s product lacks state-of-the-art predictive analytics, on balance, we anticipate that Google Analytics 360 will become a serious contender.
If you found Google to be insufficient in the past, consider adding it back into your consideration sets, particularly if you are also re-evaluating data management platforms, attribution, tag management and optimization solutions.
Work with legal and IT to establish definitive policies for data rights and privacy protection to be encoded in all service contracts involving onboarding of customer data into external clouds. International operations require special consideration.