Google Data

Cross-post from the Google Analytics blog.

On the Google Analytics team, we believe a primary goal of analytics is to make your marketing smarter. It should help you understand your customer’s journey, gain and share insights, and create an engaging experience for your audience.

But just as your organization can’t achieve these goals in a silo, neither can your website analytics data. Your customer’s journey includes both their experience with your marketing campaigns as well as their experience on your sites and apps. So you need complete data, connected from marketing through to site experience, to actually gain insight and deliver a great customer experience.

Analytics 360, part of the Google Analytics 360 Suite, is proud to provide this type of end-to-end understanding with our existing AdWords integrations. Beginning today, we are now offering this same capability with the DoubleClick Digital Marketing platform. In addition to our existing integration with DoubleClick Campaign Manager^*, you can now view user engagement information for users acquired through DoubleClick Bid Manager^* and DoubleClick Search^* campaigns directly within Analytics 360. It’s super easy to connect your Analytics 360 account to DoubleClick Digital Marketing and there’s no implementation work needed (e.g. no site or campaign re-tagging).

With these new capabilities, marketers using Analytics 360 are better able to see the customer journey from when a customer was exposed to their marketing campaigns all the way through to that customer’s eventual purchase on their site (or lack thereof). User engagement with your site can be analyzed for both users who viewed an ad (view-through) and for users who clicked on an ad (click-through). View-through information is especially important for display, video, and mobile because users often view these ads and then visit the website later rather than clicking directly on the ad.

Companies like Panasonic are already using our integrations with marketing media to improve their return on investment (ROI) from digital marketing campaigns. With the Analytics 360 ads integrations, Panasonic was able to aggregate all digital campaign data into one platform to gain insight about their customers. They then shared these insights back to their media tools to better find engaged audiences and provide those audiences with the right experience at the right moment, driving an ROI increase of 30%.

In light of these latest integrations with Google ad technologies, we wanted to take a moment to discuss the two capabilities we enable across all our ads integrations that help you achieve smarter marketing: 1) understanding the customer and their journey and 2) creating relevant experiences for users.

Understanding the customer and their journey

They saw and / or clicked on your ad and arrived on your site. But who are they? What happened next? Did they bounce immediately? Did they research specific products? Did they sign up for your newsletter? What were the users who interacted with your digital marketing doing on your site? Ads integrations with Analytics 360 can help you answer these questions and more, for example:

• You are launching a new product and start running display and search advertising campaigns to attract customers. You find that one campaign has a low conversion rate and you’re considering deprecating it. But you review your site analytics data for this campaign and find that some specific ad exchanges and certain keywords are driving many new users to your site. And some of these exchanges and keywords are driving new users who are highly engaged — they view a lot of product detail pages and spend a lot of time on your site. So, instead of shutting down the campaign, you refine the targeting for the ads in this campaign to focus more on the ad exchanges and the keywords that drive engaged new users to your site. Then, you create a remarketing campaign to bring these engaged new users back to your site for purchase.
• One of your campaigns drives a lot of click and view-throughs, but has a low conversion rate. Analysis in Analytics 360 reveals that most users bounce immediately, but a certain segment who click on or view that ad (e.g. women aged 18-35) have a really high conversion rate. You refine the messaging and creative in your ads, adjust where these ads are served, and bid higher in order to find and attract more of this high-performing audience.

Creating relevant experiences for users

User behavior on your site can tell you a lot about them and what they’re interested in. Shouldn’t you use that information to inform your marketing strategy? Some examples:

• You run a shopping site and have users who spend a lot of time looking at an item or even put that item in their cart, but don’t end up purchasing. At the end of the season, the clothes on your site go on sale. You create remarketing campaigns to these users who showed interest but never purchased letting them know that the item they were interested in is now on sale.
• You are a cable company and you’d like to offer your new online streaming HDTV service to existing customers who subscribe to your high speed Internet plan. You create remarketing ads for customers who have the high speed plan, driving higher lifetime value for these customers.

These are just a few examples of how analytics data can blend with campaign data to create real value for both companies and for their customers. It’s a win-win — customers get marketing that is truly relevant to them, and companies put their marketing dollars to work with the customers who are most likely to be interested.

Visit the Google Analytics 360 Suite Help Center to learn more about our new integrations with DoubleClick Bid Manager and DoubleClick Search. You can also learn about our existing integrations DoubleClick Campaign Manager and with AdWords. Stay tuned for more updates from Analytics 360 as we continue to invest in new and exciting capabilities. Happy analyzing!

Posted by Abhi Aggarwal and Jocelyn Whittenburg
Google Analytics team

^{*Note: Must be a Google Analytics 360 customer to view these links.}

This is part four of a five-part series introducing the creative process for data-driven campaigns as outlined in our new guide: The Creative Process for Programmatic: A Guide for Marketers.

Broadway shows have done it for decades. Bars and restaurants have been doing it for years. More recently, retailers have gotten on board—and now, smart brands are using the soft launch approach when mounting data-driven advertising campaigns.

Thanks to the sophistication of digital media buys, the soft launch is now not only possible, but recommended. Digital — and, particularly, programmatic—allows your campaign to “sneak” out into the real world, where your team can review it in its live environment before launching in full force.

As part of our recent study of best practices for data-driven creative campaigns, we found that soft launches can save significant time, money, and hassle for marketers and their creative, media, and production teams.

What is a soft launch?

A soft launch allows you to run your campaign for a short amount of time (experts recommend 4-7 days) at a minimal daily budget (as low as $10 day). You and your teams can use this time to look for bugs and make sure everything is performing correctly. During this time, you should:

• Make sure that all of your platforms are integrating. If you’re not using an end-to-end solution, make sure that your buy-side, sell-side, and creative platforms are integrating correctly and not interfering with each other, as this may affect how ads are served.
• Review how the creative looks in context. No matter how carefully you craft your creative template and variables, your work may look different once it’s live. Make sure everything is lining up properly and rendering correctly—and as long as you’re at it, give the copy one more solid proofread.
• Ensure that the correct metrics are tracking. Have your media agency pull reports at both the campaign level and the dynamic creative level. This will give you a birdseye view of your campaign, as well as a sense of which dynamic elements are performing best and should be optimized.

Once you’ve evaluated your campaign in a real-world context, you can ratchet your budget up to your desired daily spend.

When should you do a soft launch?

The soft launch is a crucial step that should never be skipped with data-driven campaigns; but if you have the flexibility it’s worth considering for all digital campaigns, even those with a more traditional bent. It occurs at the end of Step 4 in our recommended process for data-driven creative campaigns: after your team has:

• Gathered data signals.
• Collaborated on an all-hands kick-off.
• Designed and developed creative.

Before moving on to the soft launch, your team will also traffic the campaign and conduct a cross-agency QA.

To learn more best practices for trafficking and QA’ing data-driven campaigns, as well as see examples of real campaigns in action, please visit The Creative Process for Programmatic: A Guide for Marketers.

Posted by Becky Chappell Product Marketing Manager, DoubleClick

This is part three of a five-part series introducing the creative process for data-driven campaigns as outlined in our new guide: The Creative Process for Programmatic: A Guide for Marketers.

A major shift is occurring in the way agencies work together to design and develop digital creative campaigns. Previously, teams were siloed: the media agency used data to determine ad types and sizes, and served the creative production agency with a spec sheet off of which to build executions.

Today, we’re moving toward a model in which all teams work together, using sophisticated digital tools for increased efficiency. In the model we put forth in our new guide for marketers, the brand and media team now share data with the creative production team, which uses it to create a strategy for the campaign’s creative based on audience insights and real-time environmental and media triggers.

We explored the topics of gathering data signals and getting all teams on board in previous blog posts. Here, we’ll talk a bit about how creative production agencies are using tools for increased flexibility, efficiency, and control in building dynamic creative.

What is dynamic creative?

Dynamic creative allows for variables such as copy, imagery, font, and color to easily change based on data signals, such as who is viewing the ad, where they’re viewing it, and when. It consists of two complementary pieces: the creative template, and the dynamic creative feed.

The creative template

Much like the blueprint for a house, this serves as the structure of the ad unit. When you use a blueprint, variables such as the type of flooring and color of the exterior may change, but the “bones” of the house will remain the same.

Similarly, the creative template provides parameters for variables such as:

• Character counts for copy
• Length of animations
• Size and location of images

Within those parameters, the team can experiment with different headlines, images, and types of animations, as well as other factors.

The dynamic creative feed

This houses the creative assets that will get plugged into the creative template, as well as the logic that dictates which assets will be served to which viewers based on your data signals and campaign strategy. Using a feed to control your dynamic campaign strategy gives you maximum flexibility, allowing you to quickly and easily make changes to your creative on the fly.

The template and feed in action

When we worked with L’Oreal on a campaign for their Vichy sunscreen brand, the team selected several dynamic creative elements that would change based on data signals, including lifestyle imagery, product image, and call-to-action. Additionally, messaging driving to the nearest store could populate based on the user’s postal code.

The design team created a simple yet elegant template that accounted for all of these variables, and the dynamic creative feed signaled which variables would appear to which users based on their data signals.

To see examples of the creative from this campaign and learn more about best practices for data-driven campaigns, please visit our marketers’ guide to data-driven creative campaigns.

We’re also hosting a hangout on air on Tuesday, April 5th at 12pm ET, to discuss the research and provide some key takeaways from the guide. RSVP here.

Posted by Becky Chappell Product Marketing Manager, DoubleClick

When we launched Publisher University two years ago, our goal was to create a destination to help you get the most from DoubleClick for Publishers and DoubleClick Ad Exchange so you could spend more time focusing on what you do best: creating great content.

Over the past two years we’ve listened to your feedback to ensure Publisher University has the right information you need, when you need it, so you can feel confident in your decisions. The new Publisher University offers training courses, videos, and updates to do just that. In addition, the new Publisher University helps you:

• Feel confident in your decisions, with beginner through advanced content.
• Track course progress over time so you never miss a step.
• Access course content and trainings from any device.
• Learn in the language most comfortable to you; choose from 11 languages.

Visit the new Publisher University today to begin getting the most from DoubleClick for Publishers and Ad Exchange, and be on the lookout for new training content to be continually added in the future.

Posted by Katelyn Zaleski
Technical Trainer, DoubleClick

^{Note: Publisher University is designed for publishes using DoubleClick Ad Exchange or DoubleClick for Publishers. If you’re currently using the Small Business edition of DoubleClick for Publishers, please visit the help center.}

This is part two of a five-part series introducing the creative process for data-driven campaigns as outlined in our new guide: The Creative Process for Programmatic: A Guide for Marketers.

Anyone who’s managed an ad campaign knows that there are two kinds of success. The first is executional: hitting KPI’s. But there’s a second metric that can be just as important, and may even influence your numbers: how everyone feels when the campaign is over. Is the team bursting with new learnings and toasting a job well done, or reaching for the Advil while muttering: “never again”?

To help ensure that your campaigns run smoothly from start to finish and end in beers instead of tears, we recommend incorporating a single, crucial step into your process: the all-hands-on-deck collaborative brief.

We recently tested several methodologies for executing data-driven creative campaigns, which we explore in detail in The Creative Process for Programmatic: A Guide for Marketers. We universally found that including a collaborative digital brief-building session can lead to more positive results, setting the stage for a campaign that runs smoothly from start to finish.

The new all-hands kickoff

You’ve probably had an all-hands kick-off before: one in which you gathered all of your agencies and gave them their marching orders. This is different. Instead of briefing your media, creative, and production agencies, you’re soliciting their expertise.

This briefing process may seem more open-ended, collaborative, and cyclical than the process you’re used to. Consider that involving your agencies in developing a collective digital brief changes the approach from: “here’s what I want you to do” to “here’s what I’m thinking, what are your thoughts?” It enables you to take advantage of the knowledge on your team and creates a stronger sense of investment from everyone involved.

Meet in person if possible and use this time to review project goals and start building the digital brief. We also encourage extensive whiteboard usage. Writing down all the data signals you gathered in Phase 1 can help everyone visualize the campaign map and generate ideas together.

When we worked with Royal Bank of Canada on their campaign for a premium credit card, the team successfully used the collaborative briefing meeting to bring together marketing, media buying, creative and data analysts. As a group, we discussed the brand’s overall goals for the campaign, the target audience, and the data signals that could be used to reach that audience. We also decided on the creative strategy that would be used for the campaign.

Check out phase two of “The Creative Process for programmatic: A guide for marketers” to learn more about RBC’s approach and how you can follow suit.

We’re also hosting a hangout on air on Tuesday, April 5th at 12pm ET, to discuss the research and provide some key takeaways from the guide. RSVP here.

Posted by Becky Chappell Product Marketing Manager, DoubleClick

This is part one of a five-part series that will walk through the creative process for programmatic campaigns, which is outlined in The Creative Process for Programmatic: A Guide for Marketers.

If there’s one thing the programmatic revolution has undeniably given us, it’s data. We know more about how to reach the right people and understand how they respond to campaigns than ever before. But even as we’re drowning in data, we don’t always know what to do with it.

Data can play a powerful role in running more effective campaigns only after we learn to harness and apply it strategically. Recently, we teamed up with several brands and agency partners to do just that, and last week we launched our findings.

Today, we’ll explore Phase 1 of our five-phase creative process. Phase 1 is all about gathering data, sifting through the dozens (or hundreds, or thousands) of data signals available and using them to inform your creative strategy.

So what’s a data signal?

A data signal is information about your audience or their context that can influence your campaign. These can include demographic or behavioral information, information about the properties on which your ads might appear, or external factors such as the weather or market performance that may influence how people are feeling when your advertising reaches their eyeballs.

Once you understand the data signals available, you can design creative strategies that take advantage of those signals, with messaging or imagery that is relevant based on the audience, media, or environment where your ad will show up.

For example, in our research project, our brand partner L’Oreal used audience targeting lists from their programmatic buying tool to segment their audience into women and women with children, and show each segment a relevant sunscreen product coupled with relevant imagery. Another brand partner, Gilt, used top-performing keywords from previous campaigns to decide which merchandise to feature in their creative units for each of their audience segments.

Take a deep-dive into these case studies and learn more about how audience insights and data signals can help inform your creative strategy.

Posted by Becky Chappell Product Marketing Manager, DoubleClick

Over the last few years, the adoption of programmatic has significantly grown across the industry. Demand Media is an early adopter and recently, we caught up with their Senior Director of Media Sales and Operations, Angela Kinsella, on the lessons they’ve learned since increasing their investment in programmatic. Here’s what she shared.

Programmatic has evolved significantly over the past few years. It’s no longer just a real-time bidding (RTB) system for remnant inventory, nor is it restricted to standard IAB units. Today, programmatic is a sophisticated technology that can be used to sell virtually all your media through direct deals—including branded executions, custom content, re-skins and more.

The true value of programmatic lies in two key areas. The first is access to rich, granular data on buyer needs and campaign performance, which leads to better sales optimization. The second is gains in operational efficiency for the entire advertising ecosystem—from the creative agency down to the publisher.

By 2012, Demand Media had seen consistent positive results with the open exchange and we felt ready to deepen our programmatic investment. However, we knew we couldn’t (or shouldn’t) make massive changes to our business overnight. Before we increased our stake in programmatic, we wanted to use our learnings to date to optimize our technological, operational and sales infrastructure. For anyone that’s making this transition now, this is what we’ve learned.

Identify technology partners that meet your needs—today and in the future

In terms of technology, we carefully evaluated our partners to find those best serving our current needs and those who might be best equipped to work with us in the future.

Accordingly, we carried out an exhaustive request for information (RFI) with a number of supply-side providers (SSPs). We considered a variety of factors during the process, including each partner’s ability to execute programmatic direct deals, including private marketplaces. We wanted to make sure we chose a partner with access to first-rate advertiser networks, who was committed to keeping up with industry changes.

Empower sales teams with programmatic knowledge

There’s a belief out there that programmatic can replace people. We knew that wasn’t true for us. But we also knew that the way our sales teams worked needed to change.

While sales teams are still responsible with building stronger relationships with advertisers, the “sellers of the future” need to be able to speak a new language, one that’s far more metrics-driven than that of the past. Our teams built competency in programmatic concepts and key performance indicators (KPIs) like audience targeting, backend conversions, and more, to ensure informed and productive conversations with buyers.

Enable advertisers in their programmatic transition

Our sales teams also needed to educate buyers who were slow to shift budgets to programmatic. We had two ways of doing this: programmatic direct and hybrid deals.

With programmatic direct, we’re able to give buyers the comfort of knowing what they’re buying while setting our own deal terms. Ultimately, this strategy has proved to be a great way for both parties to maintain control of pricing and inventory quality. Programmatic direct has also enabled us to structure additional elements into the deal such as data sharing and “first look,” which has driven up CPMs.

Another strategy we’ve used is to offer buyers hybrid deals with both direct and programmatic components. With hybrid deals, we can negotiate a direct sponsorship and then layer on audience and contextual targeting. When buyers see their results, they’re often more open to increasing their programmatic investment.

Communication is key during transitional times

It’s easy to get excited about the potential of programmatic, but it is important to keep in mind that increasing your programmatic investment often results in some level of uncertainty in the short term. Change can be uncomfortable, but can also result in positive results for your business. During transitional times, it’s important to keep the lines of communication open both internally and with buyers to ensure your programmatic strategies evolve and succeed.

Posted by Angela Kinsella Senior Director, Media Sales and Operations, Demand Media

Cross-posted from the Google Analytics Blog

An enterprise-class solution for a multi-screen world

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. 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. At the same time, it’s harder than ever to get a complete view of the consumer journey and then make sense of it all.

That’s why we’re introducing the Google Analytics 360 Suite, a set of integrated data and marketing analytics products, designed specifically for the needs of enterprise-class marketers. It all starts with understanding consumer behavior in the moment — getting the right insights, and then making your brand useful to consumers.

“The Google Analytics 360 Suite gave us the really big ah-­ha moment. 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 gave us that insight.”
-Pawan Divakarla, Analytics Leader, Progressive

Modern measurement tools that are simple to use

Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers¹ 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.

Several years ago, Google engineers set out to simplify marketing analytics in the same way we simplified web search with Google.com. 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.

As we built the system, enterprise marketers shared what they needed with us:

• See the complete customer journey: Marketers require full visibility and context to see what’s really happening across all customer touchpoints, devices, and channels.
• Useful insights, not just more data: Marketers need enormous computing power, data science and smart algorithms, all working together to quickly make sense of data for them. In other words, built-in intelligence to do the heavy lifting for marketers and make insights easy to see.
• Enable better sharing within your organization: Marketers seek to put insights into everyone’s hands and get the whole company on the same page — resulting in stronger cross-functional goals and smarter decision-making.
• Deliver engaging experiences to the right people: Marketers want to make their brand immediately useful to consumers. With integrations across multiple Google technologies, the suite products not only work well together, but also with other products, including AdWords, DoubleClick, and 3rd-party platforms — enabling marketers to take immediate action and drive business impact.

The Google Analytics 360 Suite is built to address these needs. Its powerful set products are unified, providing a consistent user experience and cross product data integrations, plus services. Simply put: it’s a complete measurement platform.

“Using the integrations in the Google Analytics 360 Suite, we are able to manage everything in one seamless platform.”
-Khoi Truong, Director of Analytics and Media, L’Oréal Canada

Loaded with six products, four of which are brand-new, the Google Analytics 360 Suite offers easy-to-use tools that enable sharing of data and insights throughout an organization.

• Google Audience Center 360 (beta): This powerful data management platform (DMP) helps marketers understand their customers and find more like them across channels, devices, and campaigns. It offers native integration with Google and DoubleClick, plus it’s open to third party data providers, DSPs and more.
• Google Optimize 360 (beta): This website testing and personalization product helps marketers deliver better experiences. Marketers can show consumers multiple variations of their site and then choose the version that works best for each audience.
• Google Data Studio 360 (beta): A new data analysis and visualization product that integrates data across all suite products and other data sources ― turning it into beautiful, interactive reports and dashboards. Built-in real-time collaboration and sharing is based on Google Docs technology.
• Google Tag Manager 360: Built from our industry-leading tag management product, it empowers enterprise marketers to move faster and make decisions with confidence. It offers a simplified way to gather site information (all those tiny bits of code) and powerful APIs to increase data accuracy and streamline workflows.
• Google Analytics 360 (formerly known as GA Premium): will roll out exciting new capabilities throughout the next couple of months as investments continue to grow. It will serve as the measurement centerpiece by analyzing customer data from all touch-points and integrating with our ad products to drive marketing effectiveness.
• Google Attribution 360 (formerly known as Adometry): has been rebuilt from the ground up to help advertisers value marketing investments and allocate budgets with confidence. Marketers can analyze performance across all channels, devices, and systems to achieve their most effective marketing mix.

Achieve more with your Google media

The Google Analytics 360 Suite offers integrations with many third party data providers and platforms. It also plugs right into Google AdWords and DoubleClick Digital Marketing, our core ad technology. That means marketers can turn analytics into action by combining their own data from multiple sources ― website data, audience data, and customer data (e.g. CRM) and more ― and using it to make ads more relevant for people.

“The Google Analytics 360 Suite has a native integration with DoubleClick — that’s a game-changer. Now I can personalize my media based on website user behaviors, such as what they purchase.”
-Khoi Truong, Director of Analytics and Media, L’Oréal Canada

When will the Google Analytics 360 Suite launch?

The new products — Audience Center 360, Optimize 360, Data Studio 360, and Tag Manager 360 — are available today in limited BETA. If you’re a Google Analytics Premium or Adometry customer, you will see the products renamed in the coming months, and we’ll let you know when you’re eligible to join the new betas.

This is just the beginning of our ongoing innovation in enterprise marketing analytics — we can’t wait to share more. In the meantime, visit our website for more details or hear from directly from our customers below.

Over the coming weeks we’ll dive into the capabilities and benefits of all the new products on the newly refreshed and renamed Google Analytics Solutions blog, and on our Google+ and Twitter pages. We’d love your feedback.

Posted by Paul Muret Vice President of Analytics, Display, and Video Products, Google

^{1: Forrester Research, Inc. Discover How Marketing Analytics Increases Business Results
*Launching March 15, 2016}

Cross-posted from the Google Analytics Blog

An enterprise-class solution for a multi-screen world

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. 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. At the same time, it’s harder than ever to get a complete view of the consumer journey and then make sense of it all.

That’s why we’re introducing the Google Analytics 360 Suite, a set of integrated data and marketing analytics products, designed specifically for the needs of enterprise-class marketers. It all starts with understanding consumer behavior in the moment — getting the right insights, and then making your brand useful to consumers.

“The Google Analytics 360 Suite gave us the really big ah-­ha moment. 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 gave us that insight.”
-Pawan Divakarla, Analytics Leader, Progressive

Modern measurement tools that are simple to use

Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers¹ 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.

Several years ago, Google engineers set out to simplify marketing analytics in the same way we simplified web search with Google.com. 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.

As we built the system, enterprise marketers shared what they needed with us:

• See the complete customer journey: Marketers require full visibility and context to see what’s really happening across all customer touchpoints, devices, and channels.
• Useful insights, not just more data: Marketers need enormous computing power, data science and smart algorithms, all working together to quickly make sense of data for them. In other words, built-in intelligence to do the heavy lifting for marketers and make insights easy to see.
• Enable better sharing within your organization: Marketers seek to put insights into everyone’s hands and get the whole company on the same page — resulting in stronger cross-functional goals and smarter decision-making.
• Deliver engaging experiences to the right people: Marketers want to make their brand immediately useful to consumers. With integrations across multiple Google technologies, the suite products not only work well together, but also with other products, including AdWords, DoubleClick, and 3rd-party platforms — enabling marketers to take immediate action and drive business impact.

The Google Analytics 360 Suite is built to address these needs. Its powerful set products are unified, providing a consistent user experience and cross product data integrations, plus services. Simply put: it’s a complete measurement platform.

“Using the integrations in the Google Analytics 360 Suite, we are able to manage everything in one seamless platform.”
-Khoi Truong, Director of Analytics and Media, L’Oréal Canada

Loaded with six products, four of which are brand-new, the Google Analytics 360 Suite offers easy-to-use tools that enable sharing of data and insights throughout an organization.

• Google Audience Center 360 (beta): This powerful data management platform (DMP) helps marketers understand their customers and find more like them across channels, devices, and campaigns. It offers native integration with Google and DoubleClick, plus it’s open to third party data providers, DSPs and more.
• Google Optimize 360 (beta): This website testing and personalization product helps marketers deliver better experiences. Marketers can show consumers multiple variations of their site and then choose the version that works best for each audience.
• Google Data Studio 360 (beta): A new data analysis and visualization product that integrates data across all suite products and other data sources ― turning it into beautiful, interactive reports and dashboards. Built-in real-time collaboration and sharing is based on Google Docs technology.
• Google Tag Manager 360: Built from our industry-leading tag management product, it empowers enterprise marketers to move faster and make decisions with confidence. It offers a simplified way to gather site information (all those tiny bits of code) and powerful APIs to increase data accuracy and streamline workflows.
• Google Analytics 360 (formerly known as GA Premium): will roll out exciting new capabilities throughout the next couple of months as investments continue to grow. It will serve as the measurement centerpiece by analyzing customer data from all touch-points and integrating with our ad products to drive marketing effectiveness.
• Google Attribution 360 (formerly known as Adometry): has been rebuilt from the ground up to help advertisers value marketing investments and allocate budgets with confidence. Marketers can analyze performance across all channels, devices, and systems to achieve their most effective marketing mix.

Achieve more with your Google media

The Google Analytics 360 Suite offers integrations with many third party data providers and platforms. It also plugs right into Google AdWords and DoubleClick Digital Marketing, our core ad technology. That means marketers can turn analytics into action by combining their own data from multiple sources ― website data, audience data, and customer data (e.g. CRM) and more ― and using it to make ads more relevant for people.

“The Google Analytics 360 Suite has a native integration with DoubleClick — that’s a game-changer. Now I can personalize my media based on website user behaviors, such as what they purchase.”
-Khoi Truong, Director of Analytics and Media, L’Oréal Canada

When will the Google Analytics 360 Suite launch?

The new products — Audience Center 360, Optimize 360, Data Studio 360, and Tag Manager 360 — are available today in limited BETA. If you’re a Google Analytics Premium or Adometry customer, you will see the products renamed in the coming months, and we’ll let you know when you’re eligible to join the new betas.

This is just the beginning of our ongoing innovation in enterprise marketing analytics — we can’t wait to share more. In the meantime, visit our website for more details or hear from directly from our customers below.

Over the coming weeks we’ll dive into the capabilities and benefits of all the new products on the newly refreshed and renamed Google Analytics Solutions blog, and on our Google+ and Twitter pages. We’d love your feedback.

Posted by Paul Muret Vice President of Analytics, Display, and Video Products, Google

^{1: Forrester Research, Inc. Discover How Marketing Analytics Increases Business Results
*Launching March 15, 2016}

Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability based on insights from Active View, Google’s MRC-accredited viewable impression measurement technology. On this blog, we’re bre…

As 2016 marketing strategies kick into high gear, there’s one word on everyone’s mind: programmatic. Global programmatic ad spend is expected to reach $21.6B in 2016, and account for 67% of all digital display ad sales¹.

Programmatic advertising allows brands to reach more valuable audiences with messages tailored to their interests and mindsets in the crucial moments when decisions are made. As such, it’s not just changing how we buy and sell media—it’s also transforming the way we strategize, design, and develop creative.

At DoubleClick, we saw a need to define best practices for developing and implementing creative strategies for programmatic campaigns. In partnership with the digital creative studio, Fancy Pants Group, and the management consulting company, Accenture, we tested several approaches with three global brands: Gilt Groupe, L’Oreal Vichy, and RBC Royal Bank of Canada.

Over the course of these tests, we identified a new creative process for programmatic campaigns. Today, we’re debuting that process and the research behind it in a comprehensive guide for marketers.

Posted by Becky Chappell Product Marketing Manager, DoubleClick

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Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability based on insights from Active View, Google’s MRC-accredited viewable impression measurement technology. On this blog, we’re bre…

Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability based on insights from Active View, Google’s MRC-accredited viewable impression measurement technology. Recently on the blog, w…

There’s a lot that publishers and app developers can do to increase the likelihood that their ads will be measured as viewable. Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability…

Speed matters, particularly on mobile devices. People are likely to abandon websites after just three seconds if the content doesn’t load quickly. This is bad for the user trying to access content, and also for the publisher whose business depends on users engaging with content. That’s why, last October, we joined others across the industry to announce the Accelerated Mobile Pages (AMP) Project, an open source initiative to make the mobile web as fast as possible.

Earlier today, Google announced that web pages created using AMP will appear when relevant in the Top Stories section of the search results page, giving users a lightning-fast experience — early tests have found that AMP pages load an average of four times faster and use 10 times less data than equivalent non-AMP pages.

A key goal of the AMP Project is to ensure that publishers’ existing business models are supported. To that end, AMP in Search will have what could be termed as version one of some new features aimed at helping publishers earn money and understand and engage their audience. Full details are on Github and on the AMPProject.org site, but here are the highlights:

• Ads: Advertising pays for a lot of the great journalism that we all love to read for free, so it’s essential that publishers can run ads on AMP pages with the ad servers and networks of their choice, in multiple formats (including native ads), and with full control over where they appear on the page. AMP also supports the new viewability metrics advertisers and publishers use to measure how users are engaging with ads. Currently publishers can choose from more than 20 ad tech providers who have developed support for AMP, including DoubleClick and AdSense. You can read more about the ads support in AMP in general here and specifically about DoubleClick for Publisher’s support for AMP here.
• Subscriptions: For many publishers, subscriptions and paywalls are critical to the bottom line. AMP lets publishers retain full control over which readers can access which stories, to ensure that publishers can continue to make money via subscriptions on their AMP pages. Visit Github for more details on subscriptions in AMP.
• Analytics: Analytics are important to publishers because they help them understand what people like to read and how they read. AMP provides an analytics framework that lets publishers measure data like pageviews, users, time spent, and more. The insights provided by these kinds of metrics can help publishers create appealing stories, build brand loyalty and ultimately make money. Learn more about the analytics support in AMP here and specifically about Google Analytics in AMP here.

While we’re excited to have collaborated with the industry to bring this project forward and improve the mobile web for users, we’re just scratching the surface of what’s possible. There’s much work ahead for the open source AMP project and we’re looking forward to the benefits this will bring to users, publishers and advertisers

Posted by Craig DiNatali
Director, Global Partnerships

Nitin Kashyap
Product Manager