What’s the Impact of Google’s Analytics 360 Suite?


Google’s Analytics 360 Suite–according to Google–delivers the customer and advertising insights you need to set your marketing strategy, drive sales, and ultimately outperform the competition. It is composed of a set of integrated data and marketing analytics products, designed specifically for the needs of enterprise-class marketers. It all starts with understanding consumer behavior in the moment — getting the right insights, and then making your brand useful to consumers. IgnitionOne‘s team looks at what that really means for marketers.

Q: What does this Google announcement mean for marketers and advertisers?

Dave Ragals, Global Managing Director, Search (pictured left): The church and state concerns are even more amplified now. Marketers, particularly in the enterprise space, will now have to consider whether to provide access to all of this proprietary data to Google, which means analysis and recommendations would be coming from arguably their largest inventory source.

Q: How does it affect the current landscape?

Ragals: This completely validates our view of the martech landscape. A single stack to track, manage, analyze and attribute across multiple channels and screens is exactly what smart enterprise marketers need. It’s why we introduced the DMS years ago.

Q: How will Google’s Analytics 360 Suite compare to notable rivals, including tech giants Salesforce, Oracle and Adobe?

Christopher Hansen, Chief Product Officer (pictured left): There’s no question that Google will be a strong competitor to rivals, but it also helps the overall market. Their focus on multi-channel and where the market is going in general makes it unsurprising that they’ve moved into the space. This will force marketers to think about how important it is manage their data and the full customer journey and in an integrated stack.

Q: What are the benefits for enterprises and marketers in using Google’s Analytics 360 Suite?

Hansen: One main benefit, which we deem important as well, is Google’s focus on how to engage customer’s onsite. Google is putting data, data management and data visualization at the center of the customer journey, which is definitely the right way to do it.


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