Google has launched a new tool in the form of the Google Marketing Platform which can help businesses deliver more effective promotional strategies. The Google Marketing Platform was developed from the consolidation of two formerly separate services of the search giant – DoubleClick Digital Marketing and Google Analytics 360 Suite. Integrated into the Google Marketing Platform are analytical and advertising tools like Display and Video 360, Search Ads 360, Analytics 360, Data Studio, Optimize 360, Surveys 360, and Tag Manager 360.
The Analytics 360 tool includes features that make it easier for marketers to evaluate website users and people utilizing their mobile applications. In addition, the analytics tool takes advantage of machine learning algorithms developed by the search giant to help businesses make other big data conclusions. On the other hand, what was previously known as DoubleClick Search is now called Search Ads 360 and includes reporting features and attribution tools that make it easier for marketers to make informed decisions regarding their search campaigns. Meanwhile, the Display and Video 360 service focuses on display advertising campaigns and incorporates features that were previously found in separate services like the DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center. This solution also utilizes machine learning to automate basic tasks like bidding and optimization, and it could be used to purchase both digital video advertising and TV ad inventories. The Data Studio feature allows marketers to create customizable reports, while Optimize 360 makes it easier for developers to test variations of websites and mobile applications. Surveys 360 allows marketers to perform market research, while Tag Manager 360 makes it easier for them to manage tags from a single hub.
The search giant also offers a set of free analytics and testing tools that small businesses can use as part of the new solution. On the other hand, larger businesses have access to more comprehensive analytics and advertising tools like Display and Video 360 and Search Ads 360. The Google Marketing Platform also integrates with other third-party exchanges and measuring solutions, as confirmed by its creator.