Alan is the lead marketer for NewYorkCourier, a New York-based courier company. Their dev team has implemented several personalisation features in the site. Before the changes go live, they'd like to test the effectiveness of the new personalisation features. What Google service can easily test the changes on NewYorkCourier, a New York-based courier company?

Optimise 360 (now part of Google Analytics 4) is Google's A/B testing and personalization tool, specifically designed for testing website changes and personalizing user experiences. It allows marketers to run experiments on different versions of web pages to determine which performs best, making it ideal for testing the effectiveness of new personalization features before they go live. Google Analytics 360 is an analytics platform for data collection and reporting, not for running experiments. Google Site Testing and Integration Centre are not recognized Google services for A/B testing or personalization.