For me the full fledged A/B testing as well as personalization engine https://www.google.co.in/analytics/360-suite/optimize/ https://www.google.co.in/analytics/

For me the full fledged A/B testing as well as personalization engine https://www.google.co.in/analytics/360-suite/optimize/ https://www.google.co.in/analytics/360-suite/optimize/ is the highlight of this launch. Seems like they are now coming with full fledged A/B test UI editor here instead of just distributing traffic to different url's. Google is stepping on Optimizely's, Test & Target and other's here