Google 360° Suite – The new enterprise solution in the field of analytics

The successor to Google Analytics Premium has arrived. The previously available paid version allowed for expanded and more comprehensive analyses. With the new 360° Suite, Google is repositioning itself in the enterprise solutions sector and significantly expanding its capabilities. As the name implies, Google aims to offer its customers a 360-degree view of their customers, enabling customer-oriented marketing.

While Google Analytics Premium could previously shine with a much more extensive offering in web analytics, many enterprise companies continued to rely on external offerings such as DC Storm, Google Tag Manager, Adobe, etc., in other areas like tag management.

The new solution offers, alongside the well-known Google Analytics Premium—now called Google Analytics 360—many additional tools that facilitate easier marketing management. Additionally, the individual tools are much more tightly integrated with each other and incorporate many other Google services like DoubleClick, AdWords, AdMob, and Google BigQuery. We will take a closer look at the individual tools of the suite below:

Fig. 1: The new Google Analytics 360; Source: ohow

Analytics 360

The core of the suite will continue to be the successor to Google Analytics Premium. In addition to the known features, Google Analytics 360 will be even more closely linked with individual Google services to offer additional functionalities. In the future, it will be possible to analyze very large datasets over Google servers faster with Google BigQuery. Google Analytics 360 is also optimized to capture, correlate, and evaluate data from external touchpoints like CRM systems, call centers, POS systems, and many more.

Tag Manager 360

The new Tag Manager 360 is an evolution of the previous Google Tag Manager. It now offers an API to further refine the use cases of customers. It is also designed to enable a simpler, better-integrated use of third-party data. Additionally, there will be premium support available for customers.

Optimize 360

With Optimize 360, Google offers a completely new tool for easily conducting A/B tests, multivariate tests, and redirect tests. The tool is fully integrated into the suite and easily accesses Analytics 360 data to identify areas for optimization. It can also utilize segments, allowing for various test variants. Additionally, both a visual editor and HTML and JavaScript code can be used. The tool is currently still in beta phase.

Attribution 360

Attribution 360 is the successor to Google Adometry and has been significantly expanded. In the future, all performance data from all marketing measures can be aggregated and evaluated. This includes data from offline conversions like TV attribution or in-store sales, as well as DoubleClick campaigns, etc. At the same time, it offers, in conjunction with Analytics 360, an integrated bid management system through which all measures can be controlled. The goal is to optimally tailor and present the marketing mix across devices, systems, and channels.

Audience Center 360

This new product primarily focuses on better understanding the target audience. Data from DoubleClick and third-party providers can be integrated to better reach potential customers. Like Optimize 360, this product is also still in beta phase.

Data Studio 360

This tool allows for the visual preparation of all data. Data Studio 360 accesses all other tools of the 360° Suite and extracts everything necessary to depict the appropriate report.

When can you use the Google 360° Suite?

Currently, only select customers of Google Analytics Premium or Google Adometry can use the suite. It is therefore expected that the suite will be rolled out to all customers soon. Additionally, three of the six tools are still in beta phase and are continually being expanded.

As of now, Google plans to position the suite as an enterprise product and offer it to large customers. Current testimonials of the suite include companies like L’Oreal, Nest, Optimizely, and Domino's Pizza. It is still unclear when the suite will be available to all premium customers. It is also currently unknown what it will cost. Currently, customers have to pay $150,000 per year for Google Analytics Premium.

What we can do for you

Do you want to use web analytics or simplify your tag management to work structurally and increase leads? In that case, we would be happy to work with you and advise you on planning and implementing such measures, based on the free tools Google Analytics and Google Tag Manager. We are also happy to help with Adobe SiteCatalyst or other analysis tools. Contact us for more information.