Google’s latest marketing product could pose a challenge to Adobe’s Marketing Cloud.

Google Inc. today rolled out Google Analytics 360 Suite, which includes data and marketing products that enable  enterprise-level marketers to gather a slew of data about consumers coming to their sites and to respond with content and ads tailored to them.

The suite builds on features that Google had already offered. For instance, Google has long offered  Google Analytics Premium, the more robust, paid version of its Analytics tool that gives marketers access to more data and lets them work with advanced modeling and testing tools. In 2014, Google acquired Adometry, a vendor that helps retailers parse out which marketing channels led  a consumer to click and buy. By bringing the tools together, Google says it aims to give marketers a more powerful tool.

“Several years ago Google engineers set out to simplify marketing analytics in the same way we simplified web search with,” writes Paul Muret, Google’s vice president of analytics, display and video products, in a blog post. “With infrastructure that allows us to handle billions and billions of daily search queries—generating answers before users even finish typing—we set out to give enterprise marketers the same utility.”

The suite aims to help marketers quickly respond to consumers’ actions.

“Our lives are filled with micro-moments: intent-rich moments when we turn to the nearest device to find a store, buy a product or look for answers to all kinds of wants and needs,” he writes. “In these moments, today’s consumers decide what to do, where to go, and what to buy. If you’re in marketing or analytics, you know this consumer behavior brings new opportunities to reach your customer in the right moment with the right message.”


Google Analytics 360 Suite brings together a number of tools, including:

  • Google Analytics 360 (previously known Google Analytics Premium), which lets marketers analyze customer data from multiple touch points, including Google’s ad products.
  • Attribution 360 (previously known as Adometry), an attribution tool that lets retailers and other advertisers examine which ad formats and channels influenced a purchase.
  • Google Tag Manager, which helps marketers analyze customer data from multiple channels.
  • Google Audience Center 360, a new data management platform that lets marketers identify their customers and find similar consumers across multiple channels, devices and campaigns.
  • Google Optimize 360, a new website testing and personalization product that helps retailers and other marketers show consumers multiple variations of their site and then choose the version that works best for each audience.
  • Google Data Studio 360, a new data analysis and visualization product that integrates data across the other suite products and other data sources.

The Google Analytics 360 Suite will challenge similar offerings from marketing vendors, such as Adobe Systems Inc.’s Marketing Cloud. Google’s latest push into the high-end marketing tool market is hugely important for marketers—and consumers, says Andrea McFarling, director of marketing at digital marketing firm Adlucent LLC.

“While it makes it easier for advertisers to get a more holistic view of a customer’s path to purchase, the bigger impact is that customers can now expect much more relevant, personalized content,” she says. “Humanized advertising is a win-win. Brands will now be able to better measure the impact that digital is having on sales across channels and reduce wasted ad spend, and consumers will reap the benefits of a much better shopping experience.”