September 29, 2011, 7:21 PM EDT
By Douglas MacMillan
Sept. 29 (Bloomberg) — Google Inc., owner of the worldâ€™s most popular search engine, will sell an analytics service for online advertisers, in a direct challenge to offerings from International Business Machines Corp. and Adobe Systems Inc.
Google Analytics Premium costs $150,000 a year and gives increased processing power, phone support and the ability to measure the impact of a new campaign within four hours of posting it online, said Amy Chang, director of product management, in an interview.
Mountain View, California-based Google is adding new services catering to large businesses to lessen its reliance on online advertising. While a free version of Googleâ€™s analytics tool has hundreds of thousands of users, added features in the paid version may lure corporate clients who currently rely on services from IBM and Adobe, Chang said.
â€œEveryone is struggling to get better ad spend,â€ Chang said. â€œGoogle Analytics allows everyone across the board on a marketing team to be a data-driven marketer.â€
IBM, based in Armonk, New York, gained an advertising- analysis service with its purchase of Coremetrics Inc. last year. San Jose, California-based Adobe added a similar business through its 2009 purchase of Omniture Inc. for $1.55 billion.
Google said it will have dedicated salespeople and support teams for its paid data service. The four-hour turnaround for analysis compares with 24 hours for the free version.
â€œIt changes the decision making from days into minutes and that matters to a lot of marketers and a lot of clients,â€ Chang said.
Companies that have signed up for the paid service include Travelocity.com Inc., Gucci Group NV, TransUnion Corp. and Papa Johnâ€™s International Inc., Google said.
–Editors: Lisa Rapaport, Jillian Ward
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