Nick Iyengar says, “By now, you’ve probably heard a bit about Google’s new Analytics 360 Suite of products, designed to give enterprises a truly integrated package of marketing analytics and optimization tools.

While some of the 360 Suite is composed of products that have been around for a while — such as Analytics 360 (formerly known as “Premium”) and Tag Manager 360 — several of the Suite’s products are brand-new. These include Audience Center 360, Data Studio 360 and the tool I’m most excited about: Optimize 360.

Optimize 360 allows you to run A/B or multivariate tests, as well as personalization campaigns, on your site. Of course, a variety of tools already offer these features: Optimizely, Monetate, Maxymiser and a host of others. So you may be wondering why you ought to be excited about the latest entrant in a crowded field.

If you’re already a Google Analytics (GA) user, Optimize 360 should be very exciting indeed. Here’s why: As a marketer, you can define important, valuable audiences in Google Analytics, then seamlessly port those audiences into Optimize, where you can test new, personalized experiences”.

Google’s Optimize 360 creates exciting opportunities for testing & personalization

Marketing Land

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