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BizReport : Advertising archives : March 23, 2016

Experts: What Google Analytics 360 means for brands

This month Google announced a new suite of tools, Google Analytics 360, that are geared toward campaign measurement. The tools compile data from different sourced, and then share insights with brands. Two experts weigh in on what this new offering means for brands.

by Kristina Knight

Kristina: What does this announcement mean for marketers and advertisers?

Dave Ragals, Global Managing Director, Search, IgnitionOne: 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. Who has the most to gain?

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

Christopher Hansen, Chief Product Officer, IgnitionOne: It's not a surprise that Google has moved into this space as a competitor given their focus on multi-channel and where the market is going in general. It completely validates what we are trying to do at IgnitionOne. There's no question that it will be a strong competitor to rivals, but it also helps the overall market. This will force marketers to think about how important it is manage their data and the full customer journey and in an integrated stack.

Kristina: How will the addition of Google Analytics 360 affect the current landscape?

Dave: 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.

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

Christopher: 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. The focus on how to engage customer's onsite is something we deem important as well - it's a definite benefit.

Image via Shutterstock

Tags: ad trends, advertising, advertising data, Google Analytics 360, IgnitionOne

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