"For those who are just starting to use segmentation in Google Analytics for A/B testing, I suggest you focus on these few key types of segments:

• Traffic source
• Location/geography
• Visitor type
• Landing page type
• Action taken
• Content viewed
• Engagement – Different pages in your website may have varying levels of customer engagement. Creating a segment type based on engagement helps you make improvements to pages that produce less engagement.
• Demographics
• Technology platform
• Value – One of the classic segmentation techniques is to segment your visitors based on their value. You can then identify the source of these visitors and their journey towards your conversion goals."

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.