Google Shakes Up Marketing Analytics

Google (GOOG) is combining a half-dozen marketing analytics tools—four of which are brand-new—into a comprehensive new dashboard.

While the Internet advertising giant has long provided metrics information, this new mashup will directly challenge similar services from the likes of Adobe (ADBE), Salesforce (CRM), and Oracle (ORCL) that are aimed at chief marketing officers and corporate marketing teams.

The offering, called Google Analytics 360 Suite, will handle a broad range of tasks such as audience identification and attribution, Web site testing, and campaign performance. It will encompass the company’s existing services: Google Analytics (data insights) and Adometry (performance metrics).

Technically speaking, the entire suite won’t be available broadly for several months, but Google wants corporate marketing teams to test what it’s got ready so far. The services can be used separately, but the company is really pushing for marketers to use them together.

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“The Google Analytics 360 Suite gave us the really big ah-ha moment,” said Pawan Divakarla, data and analytics business leader at Progressive, in a statement. “When we launched our mobile app, it provided insurance quotes. But after looking at the data, we saw people were attempting to buy insurance. So we shifted our mobile strategy to offer ecommerce.”

Google faces some pretty stiff, established competition. Adobe pulled down a record $1.36 billion for its marketing services last year, and in late February, it introduced a comprehensive set of services focused on managing mobile apps. Salesforce, too, has spent billions to buy apps for managing the marketing “journey,” while Oracle is doing the same.

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