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Google’s new Analytics 360 Suite of products are designed to give enterprises a truly integrated package of marketing analytics and optimization tools. My personal favorite is Optimize 360. It allows you to run A/B multivariate tests, as well as personalization campaigns on your site. What really makes it stand out from the crowd is that as a marketer, you can define valuable audiences in Google Analytics, and then seamlessly import those audiences into Optimize.

In my recent Marketing Land article, I explain why analyzing test results using the full power of Optimize 360 is such a big deal. You can read the full article here.

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Paid media spend by Government websites increased a whopping 139% YoY in 2020.

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