Google Marketing Platform
Because a number of Google products did not mesh well together, Google Marketing Platform was developed. Google Platform allows online marketers to get more insights from their data. Google Marketing Platform is an amalgamation of Google Analytics 360 Suite and the DoubleClick products. This way, there is one integrated tool of Google's two products.
One reason was that it was not clear that DoubleClick belonged to Google. In addition, other products such as Google Analytics and DataStudio were not always linking smoothly with the DoubleClick products.
Capabilities of the Google Marketing Platform
The Google Marketing Platform was launched in 2018. With the Google Marketing Platform Tool, buying, planning, measuring, testing and optimizing have become easier. With the advertising and analytics platform in one, online marketing activities have been simplified. The capabilities of the Google Marketing Platform are:
- Better analyzing the customer journey, which is becoming increasingly complex with new types of devices and touchpoints
- Better assigning attribution to channels using customer journey analysis
- Improve coordination between digital channels and offline factors to increase the efficiency of digital marketing
- Reaching the right customers at the right time with the right message
Tools within the Google Marketing Platform
Google offers a 360-degree view of the customer and the competition with its Marketing Platform. Google's mission is to organize and make universally accessible and usable all the information in the world. They do this with an integration of the following Google programs:
- Google Display & video 360
- Google Search Ads 360
- Google Analytics 360
- Google Tag Manager 360
- Data Studio
- Optimize 360
- Surveys 360
There is a paid and unpaid version of the Google Marketing Platform. The free version offers the free versions of Google Analytics, Google Tag Manager, Data Studio, Optimize and Surveys. The paid version provides a choice of the following Google products: Analytics 360, Tag Manager 360, Optimize 360, Surveys 360, Data Studio, Display & Video 360 and Search Ads 360. Google Surveys 360 is not yet available in the Netherlands and there is no paid version of Data Studio. With the paid version of the Google Marketing Platform, you can choose to expand or reduce your tools.
