Google is always thinking of innovative ways to make technology work better for you. Google Analytics was one of many tools Google came up with to track flow on websites for businesses and personal blogs. Now, Google has launched an entirely new set of game-changing tools for analytics. The latest tool should give companies more insight from consumers that are using multiple screens to look at their websites.
The new technology, which is said to be a mix between Adobe, Oracle, Salesforce and Facebook Atlas, is currently available as a beta test. It is offering companies data and marketing analytics tools for people needing to transfer their data into the ability for multi-screen consumption.
This move by Google is the first step into offering its customers a data management platform (DMP). Previous analytics customers have been missing this type of information from their analytics reports in the past.
A DMP is best described as a data warehouse. It takes data and pulls it through the analytics software and gives it to the company in a more meaningful way. Now, you may thinking, isn’t all data meaningful? Well, not really and Google deciphers what is and what is not and gives companies an easy-to-read report on how their consumers are getting information, buying product, etc. Marketers, for instance, look to generate audiences for advertisement by looking at data. The new Google Analytics 360 will make analyzing that data much easier and therefore make the entire process quicker.
Google is also claiming to make companies’ “path to purchase” more clear. This means that they will be able to better describe how the person got to the site, where they went on the site and what led to the purchase.
The latest options being offered by the search engine giant will put them up against companies like Adobe and Oracle. Many of these companies have been making the data in their programs the most important part. However, Google has been able to differentiate themselves from the rest by offering the data surrounding the entire Google system (people Google everything).
“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,” said Paul Muret, Vice President of Analytics, Display, and Video Products, Google.
Analytics 360 will also be able to integrate with third-party platforms as well as AdWords and DoubleClick. The package will also include updated versions of Tag Manager, Analytics and Attribution. Each of these programs have been rebranded and now have additional features. Google has said that some of these programs have been completely rebuilt “from the ground up.”
As the program sits now, it is offering the following: Audience Center 360, Optimize 360, Data Studio 360, Tag Manager 360, Attribution 360 and Analytics 360. Each will play a key role in Google’s newest plan to offer companies and websites the option to get more from their Analytics.
The packaging, as it stands, will be for enterprise-level companies. Though, many marketers expect that even smaller businesses will want to get their hands on this product. Right now, the technology is only available through beta testing, however, it likely won’t be long until the package is widely available.
Photo: Flickr: Open Grid Scheduler / Grid Engine