• by Laurie Sullivan  @lauriesullivan, March 15, 2016

Google's mission to increase the accuracy of the search and display advertisements served to consumers on desktop, mobile and other Internet-connected devices led the company to build out a suite of applications that puts it on par with those offered by Adobe, IBM, Oracle, Salesforce, and SAP.

The package, Analytics 360, aims to determine what consumers want at any given moment across screens including desktop, mobile apps and Web, and television. It combines into one marketing suite of products Google Analytics 360, formerly known as Premium, and Attribution 360, formerly Adometry acquired in 2014, with an enterprise-class version of Google’s Tag Manager and three new products -- Audience Center 360, Data Studio 360, and Optimize 360.

Google hopes the integrated suite will replace stitched-together technology from a variety of vendors that advertisers have used in the past. 

While it gives marketers a suite of connected products, it also provides Google with access to even more brand data. The biggest challenge is earning trust from brands that are willing to use the entire suite that gives Google to that data. Brands also will need to rely on Google for measurement, and a handful of those in the past have found it difficult to do.

The Google Analytics 360 Suite for enterprise companies supports six products that marketers can integrate with some third-party data providers, use alone or plug into Google AdWords and DoubleClick Digital Marketing. It gives marketers the ability to combine their own data from multiple sources such as data from Web sites, audience segments, and CRM platforms.

For Google, the move focuses on learning even more about consumers, how they make decisions based on better understanding their intent, especially through mobile devices, which will become the future of advertising as more Internet-connected devices come online.

During Adobe Systems Q4 2015 results earning conference call, for example, the company reported fourth-quarter mobile data transactions grew to 47% of total data transactions with products such as Adobe Analytics.

Brands like L'Oreal, and Progressive, early beta testers, have access to the new features like a data management platform (DMP) called Google Audience Center 360 that integrates with DoubleClick, and Google Optimize 360 that integrates data across all suite products and other data sources to see it all from one dashboard.