Google launches a new analytics suite

In a bid to further woo advertisers, Google has just unveiled a new analytics suite. Yesterday – Google unveiled the beta launch of Google Analytics 360 Suite, a set of integrated data and marketing analytics tools which is designed specifically for marketers at large companies that need to transition their practice to facilitate consumers’ multi-screen media consumption.

Google claim that the new suite will allow marketers to get a better insight into their customers’ paths to purchase, develop deeper audience insights, and enable a systematic company-wide approach to marketing activity through integration with other marketing tools including AdWords and DoubleClick.

“Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers 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…”

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

It will be interesting to see how the new suite works and in what way it improves upon what the current analytics platform currently offers.