谷歌搅局营销分析市场

谷歌正在将6种市场分析工具，其中包括4种全新工具，整合到一个综合型新产品中。

尽管这家互联网广告巨头长期以来一直提供计量信息，但这次整合将直接挑战Adobe、Salesforce和甲骨文针对首席营销官和企业营销团队开发的类似产品。

该工具名为Google Analytics 360 Suite，可以处理许多类型的任务，例如用户鉴定和归属、网站测试和市场活动表现评估。它将包含该公司现有的服务Google Analytics（数据分析）和Adometry（市场活动分析）。

从技术上说，这一整套工具在几个月内还不会得到广泛应用，但谷歌希望企业营销团队测试业已完成的部分工具。这些服务可以单独使用，不过，谷歌正在努力让营销人员使用全套服务。

Progressive公司营销团队的Pawan Divakaria在一份声明中表示：“Google Analytics 360 Suite真的让我们感到惊讶。当我们发布手机应用时，它提供了保险报价。但看过数据后，我们发现人们正在尝试着买保险。所以，我们转变了移动电子商务战略。”

谷歌将在该领域面对一些地位稳固的强硬竞争对手。Adobe去年在营销服务上投入了创纪录的13.6亿美元，今年2月，该公司还发布了一系列针对手机应用管理的综合服务。Salesforce斥资数十亿美元购买了一批管理营销“行程”的应用。甲骨文也正在做相同的事情。（财富中文网）

译者：严匡正

审校：任文科

Google 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, Salesforce, and Oraclethat 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.

“The Google Analytics 360 Suite gave us the really big ah-ha moment,” said Pawan Divakaria, part of the marketing team 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.