We hear a lot about Google’s rivalry
with Bing, its antagonism of Apple etc… but Google is also gaining ground in
another digital niche, marketing metrics, by taking on the likes of analytics leaders
such as comScore, Nielsen,
and Quantcast . The search giant recently released a book that
shows users step-by-step how to bundle Google’s suite of digital ad planning and
analysis tools into one fully integrated digital marketing platform
fittingly named Google Analytics Integrations.
From here Google’s evolution into the
big-time analytics market should be basically seamless - after all it already boasts
the best technology infrastructure to map the web and probably has more raw
Internet data than anyone else out there.
From there, it’s essentially a matter of organizing the metrics in a way
that makes sense to digital media analysts and planners. While it’s likely that the early adopters of Google
Analytics Integrations will be DIY professionals and small businesses it’s
only a matter of time before the major media firms cancel their costly comScore
and Nielsen accounts and turn to Google.
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