Introduction To Google Marketing Platform

Google has unified Google Analytics 360 Suite and DoubleClick advertiser products (DoubleClick Bid Manager, DoubleClick Search, DoubleClick Campaign Manager, DoubleClick Studio) under a single brand called ‘Google Marketing Platform‘.

So ‘Google Marketing Platform’ is an integration of Google Analytics 360 Suite and DoubleClick advertiser products.

The goal of ‘Google Marketing Platform’ is to provide a single platform to marketers where they can integrate analytics and advertising data.

Following is a short video on ‘Google Marketing Platform’:

 

Google Marketing Platform provides set of tools that are designed specifically for marketers who operate at the enterprise level and who want to integrate analytics and advertising data.

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The Google Marketing Platform comprises of:

#1 Google Analytics 360 (paid version of Google Analytics. It comes with enhanced features).

#2 Google Attribution (provides advanced attribution modelling capabilities like: ‘data driven attribution model‘, ‘advance analysis‘)

#3 Google Tag Manager 360 (paid version of Google Tag Manager)

#4 Google Optimize 360 (paid version of Google Optimize used to run tests on websites).

#5 Google Surveys 360 (paid version of Google surveys used to create online surveys).

#6 Display & Video 360 (it is the consolidation of ‘DoubleClick Bid Manager’, ‘Campaign Manager’, ‘Studio’, and ‘Audience Center’. This tool is used for: planning campaigns, designing and managing creative, organizing and applying audience data, finding and buying inventory, and measuring and optimizing campaigns.)

#7 Search Ads 360 (tool used to manage search marketing campaigns on large scale and/or across multiple search engines and media channels).

#8 Data Studio (dashboarding and data visualization tool).

Google Analytics 360 (or GA premium) is the paid version of Google Analytics which is meant for big companies which can afford to spend tens of thousands of dollars on an analytics tool(s).

In the context of GA premium, the free version of Google Analytics is called ‘Standard Google Analytics’.

Related Article: Cost Of Google Marketing Platform And Is It Worth It?

 

Do you know the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Digital analytics.

They just copy each other. Monkey see, monkey do.

But Digital analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.


Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.


You learn data analysis and interpretation from Digital analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in digital analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

Here what You'll Learn On This FREE Web Class!


1) The number 1 reason why most marketers and business owners are not able to scale their advertising and maximise sales.

2) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

3) The number 1 reason why conversion optimization is not working for your business.

4) How to advertise on any marketing platform for FREE with an unlimited budget.

5) How to learn and master digital analytics in record time.

 
 

My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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