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Google unveils new analytics suite to further woo brand advertising dollars

To coincide with its IAB Tech Fronts messaging the biggest online advertising business in the world is unveiling its Google Analytics 360 Suite, as it attempts to convince brand-side marketers that ad tech is not just for performance.

Google has today (15 March) unveiled the beta launch of Google Analytics 360 Suite, a set of integrated data and marketing analytics tools, designed specifically for marketers at large companies that need to transition their practice to facilitate consumers’ multi-screen media consumption.  

Google claims the new suite of products will allow marketers to see the entirety of their customers’ path to purchase, develop audience insights, enable a systematic company-wide approach to marketing activity through integration with a host of its other tools such as: AdWords; DoubleClick; and third party platforms — enabling marketers to take immediate action and drive business impact.

The newly combined launch is the amalgamation of earlier Google products such as Google Analytics Premium, plus its attribution service Adometry.

Among the Google Analytics 360 Suite currently in beta are: Google Audience Centre 360 (a data management platform) that can aid with lookalike modelling, etc. In addition there is Google Data Studio, a unified dashboard that helps with campaign reporting, and Google Optimise 360, a tool which also helps with personalisation of campaign content

“Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers in achieving revenue goals. It’s no wonder enterprise-class marketers have been telling us they need more from their marketing analytics tools. Many toolsets can't cope: They're too hard to use, lack sufficient collaboration capabilities, are poorly integrated, and require hard-to-find expertise,” said Paul Muret, Vice President of Analytics, Display, and Video Products, Google, in a blog post promoting the launch.  

All this comes as Google wants to convince brand-side marketers that DoubleClick is not just a tool for performance marketing activity and its ad tech platform is an ideal tool for creating brand preference.

That was the pitch earlier this morning at the online advertising giant’s IAB Techfronts event where it emphasized that DoubleClick is now no longer the domain of the long-tail, or distressed inventory, rather it is the place where brands can acquire quality inventory from publishers such as Time magazine.

Speakers from Google’s DoubleClick claimed they provide quarterly market insights, seasonal trends, that will help marketers plan their media, and identify new audience segments, to help bolster transparency.  

The Drum will be reporting from the IAB Tech Fronts sessions all week

Featured by The Drum