谷歌正在將6種市場(chǎng)分析工具,，其中包括4種全新工具,，整合到一個(gè)綜合型新產(chǎn)品中,。

盡管這家互聯(lián)網(wǎng)廣告巨頭長(zhǎng)期以來(lái)一直提供計(jì)量信息，但這次整合將直接挑戰(zhàn)Adobe,、Salesforce和甲骨文針對(duì)首席營(yíng)銷(xiāo)官和企業(yè)營(yíng)銷(xiāo)團(tuán)隊(duì)開(kāi)發(fā)的類(lèi)似產(chǎn)品,。

該工具名為Google Analytics 360 Suite，可以處理許多類(lèi)型的任務(wù),，例如用戶(hù)鑒定和歸屬,、網(wǎng)站測(cè)試和市場(chǎng)活動(dòng)表現(xiàn)評(píng)估。它將包含該公司現(xiàn)有的服務(wù)Google Analytics（數(shù)據(jù)分析）和Adometry（市場(chǎng)活動(dòng)分析）,。

從技術(shù)上說(shuō),，這一整套工具在幾個(gè)月內(nèi)還不會(huì)得到廣泛應(yīng)用，但谷歌希望企業(yè)營(yíng)銷(xiāo)團(tuán)隊(duì)測(cè)試業(yè)已完成的部分工具,。這些服務(wù)可以單獨(dú)使用,，不過(guò)，谷歌正在努力讓營(yíng)銷(xiāo)人員使用全套服務(wù),。

Progressive公司營(yíng)銷(xiāo)團(tuán)隊(duì)的Pawan Divakaria在一份聲明中表示：“Google Analytics 360 Suite真的讓我們感到驚訝,。當(dāng)我們發(fā)布手機(jī)應(yīng)用時(shí)，它提供了保險(xiǎn)報(bào)價(jià),。但看過(guò)數(shù)據(jù)后,，我們發(fā)現(xiàn)人們正在嘗試著買(mǎi)保險(xiǎn)。所以,，我們轉(zhuǎn)變了移動(dòng)電子商務(wù)戰(zhàn)略,。”

谷歌將在該領(lǐng)域面對(duì)一些地位穩(wěn)固的強(qiáng)硬競(jìng)爭(zhēng)對(duì)手,。Adobe去年在營(yíng)銷(xiāo)服務(wù)上投入了創(chuàng)紀(jì)錄的13.6億美元,，今年2月，該公司還發(fā)布了一系列針對(duì)手機(jī)應(yīng)用管理的綜合服務(wù),。Salesforce斥資數(shù)十億美元購(gòu)買(mǎi)了一批管理營(yíng)銷(xiāo)“行程”的應(yīng)用,。甲骨文也正在做相同的事情。（財(cái)富中文網(wǎng)）

譯者：嚴(yán)匡正

審校：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.