In today’s world, all marketers are trying to reach the right customer, at the right time, with the right message, on the right device, at the best possible moment. Marketers are constantly challenged, since customers use multiple devices and follow many paths to purchase. With the newly launched Google Analytics 360, marketers can now turn all kind of data easily into insight and using it to drive results.
Previously known as Google Analytics Premium, Google stressed on making Analytics 360 as the measurement centerpiece collecting customer data from multiple touch-points and a continued native integration with DoubleClick & Google AdWords.
According to Sanchit Mendiratta, Partner at Happy Marketer, who in the first place pointed out to us the news, Google is making this change for a couple of reasons. On his blog he states that sharing of Intelligence is probably the main reason. “The Google ad business has always been like a walled garden. While the data and cookie sharing was enabled across the ad and analytics products, it was never open for 3rd party data sources and ad exchanges. With DoubleClick driving a high percentage of ad impressions on the internet and multiple new thriving ad exchanges, it is really important to have a coherent view of the audience which is cross-device and cross-channel”, he believes. “With the native integration across the various products, all the intelligence is suddenly now actionable – based on better performance of an offer in an A/B test or a TV advertisement, we can automatically change bids, stop ads, launch new tags and initiate remarketing for non-converted users across multiple ad-exchanges – all in real-time”, he added.
Since you are in marketing and analytics, you know that insights into consumer behavior brings new opportunities to reach them in the right moment with the right message. Your life gets easy now with Google Analytics 360, since it provides you with a complete view of the consumer journey by making sense of you data.
“Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers in achieving revenue goals”, Google states.
If you’re using Google and DoubleClick advertising products, seamless, out-of-the-box integrations mean you can pull in data from your site, app, internet-connected devices, and even offline sources, to create a single, complete data source across all customer touchpoints. With all the data in one place, you can immediately get a clear view of your customer. Easy to use yet powerful reporting and analysis capabilities help you understand customer behavior across demographics, devices, channels, and much more.