- Posted on 7 April 2016
Data Is The Product
How Google Analytics 360 Changes Marketing
Google announced a major update to the Google Analytics product: A full digital marketing suite called Google Analytics 360 with 6 products, 3 of them completely new.
This marks a major step forward in how integrated data tools can help brands drive better dialogues with markets, and signifies the importance of data over channels themselves as marketing starts to be responsive and contextual.
A short story of how we got there
When Urchin revolutionized Analytics by pushing data collection client side they started a process we’re still seeing the consequences of today. When they also decided not to use a relational database but instead store the processed data in flat tables they foresaw the future of a digital world with thousands of times more data than back then in the early two thousands. Paul Muret, then CEO of Urchin software was behind this, and after the Google acquisition and rebranding of the product as GA, pioneered the SAAS model of software distribution.
Last fall when Paul also became responsible for Display and Video it represented the final step in the journey so far – one where the tools that helps marketers better run their brands by visualising, targeting, testing and analysing cause and effect of activities across paid, earned and owned media becomes more important than the channels themselves.
The point is that it’s not as important any longer where the consumer is; much more important is to understand what she wants and respond in a relevant intelligent way.
“Data is the product, is more true than ever before”
Analytics is only one piece in the puzzle of solving that challenge – the challenge of helping brands maintain a dialogue with us as consumers.
Pieces in a puzzle
Therefore the Analytics 360 suite combines 6 produces if which 3 are completely new. On top of the existing Analytics – Premium now rebrands at 360, Tag Manager, now a stand-alone product, and a completely rebuild attribution offer based on the acquisition of Adometry and now rebranded as attribution 360 comes the 3 new products each representing major advances in their fields. Core to all three is the amazing power of the Google Cloud backend technologies powering these tools, which represents processing power that simply wouldn’t have been feasible just a few years ago.
Source: Google Analytics 360
Data Studio 360
Data studio is a tool for data exploration. It’s a canvas with amazing powers for visualisation and exploration of even enormous datasets. Build on the Google Cloud backend it’s able to manipulate billions of rows in seconds and the open architecture allows you to on-board data from almost any data source and then transform, join data sets, analyse and visualise. The ability to work collaboratively and share dashboards is a key part as well.
Conversion Rate Optimization became a discipline around 10 years ago, and has only grown in importance since. But the traditional approach of testing for better performance began to be a limiting factor even after the ability to run tests on smaller and smaller segments became possible. Google closed the original product Website Optimizer, took some time to rethink and now came back with a product that goes a huge step forward – by making it possible to target individuals based on predictions from the data available in Analytics.
Audience Center 360
One key missing piece in many CMO tool architectures is an audience management platform for creation of very specifically defined audience segments. Often mis-named a DMP this ability to on-board audience data sets, join them with the power of the google cloud backend and use affinity data such as demographics to power the segmentation is extremely powerful when these audiences can then be used to run targeted campaigns.
Since Google doesn’t allow any 3rd party pixels in their own marketing channels, Google Analytics integration with Adwords, Google Display Network, Youtube and Gmail marketing is in many ways a “DMP”solution, but when campaign segments need to build on a broarder dataset and pushed to other channels Audience Center 360 becomes a key piece in the puzzle.
Essentially the key challenge when I look at the path ahead is whether or not we as consumers will embrace a world where the digital technologies will try to better understand what we want. Unless data suites improve on their ability to give us relevant experiences we’ll not embrace the next necessary steps of complete off-/on-line integrations and cross device user matching.
When Google launched the Universal Analytics version of GA and introduced “Measurement Protocol”, it took a huge step towards being able to collect data from all digital touch points, which is a key need to answer the question. But in the years following it’s become more and more clear that the user interface for presentation of the data was a limiting factor on how the data can be used, and even the way the raw data is processed into the metrics and dimensions we use in our analysis have become a limiting factor on the full scope of the needed analysis.
Therefore there were some pieces missing which have now been addressed with the announcement of the Analytics 360 suite of very powerful tools, as data becomes the product.
For more information don’t hesitate to contact NetBooster Data & Analytics specialists to discuss your needs and what the Analytics 360 suite means for you
Group Director DNA