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Google's 360-View of the Customer Journey

Posted on 3.14.2016

The term "journey" is used quite regularly when speaking of the digital experience and the work 'Net professionals do on a daily basis. With so many channels, devices, campaigns and the like however, it's not easy to get a complete view of that journey.

The situation is made worse when offline is thrown into the mix. For example, what effect does digital marketing have on in-store promotions? In an effort to answer questions like this and others, and help brands develop a more personalized and custom-centric way to market to their audience in the process, Google Analytics has launched the 360 Suite, a set of integrated data and marketing analytics products and it's a far more diverse and robust suite of solutions for 'Net professionals.

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Google 360 is essentially six products - four of which are new. Let's take a closer look:

Google Audience Center 360 (beta): A data management platform (Google's first) that makes it possible to understand more about customers and find similar customers across channels, devices, and campaigns. Integrates natively with Google and DoubleClick and is open to third-party data providers, DSP's.

Google Optimize 360 (beta): A website testing and personalization product where marketers can engage in A/B testing.

Google Data Studio 360 (beta): A data analysis and visualization product that can be used to create interactive reports and dashboards.

Google Tag Manager 360: An improved tag management product that will now be a standalone product.

Google Analytics 360: A new version of GA Premium.

Google Attribution 360: A new version of Adometry which helps advertisers value their marketing investments and allocate budgets.



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