The new Suite is not another Marketing Cloud, such as those from Adobe, Oracle, Salesforce and others. It is an integrated set of data-based tools that correspond to some of the data/analytics layers in those clouds. But it does not have any substantial marketing implementation tools, like social media management, web site experience management or email marketing.
Forrester’s Tina Moffett said flatly that the new Suite is “not challenging the marketing clouds” because, for instance, it does not support management of marketing campaigns beyond ads. But Google “has data marketers want,” she noted, and it is now providing more tools with access via simplified controls. It can’t be ignored, of course, that this Suite also gives Google an integrated stack to wield against its biggest competitor for valuable user data, Facebook.
Even though it’s not a marketing cloud, the Suite could represent another step in the long march toward the full integration of adtech and martech.