Rupert is the lead marketer for NationalTransfer.com, an international mover of household goods. Their dev team has implemented several personalization features in the site. Before the changes go live, they'd like to test the effectiveness of the new personalization features. What Google service can easily test the changes on NationalTransfer.com, an international mover of household goods?

Optimize 360 is the correct choice because it is Google's A/B testing and personalization tool, designed to help businesses test website changes and deliver personalized experiences to users. This directly addresses Rupert's need to test the effectiveness of new personalization features before they go live. Data Studio (now Looker Studio) is a data visualization tool, not for testing. Google Analytics 360 is an analytics platform for data collection and reporting, not for running experiments. Google Insights is not a specific Google service for A/B testing or personalization; it's a general term for data analysis.