The downsides of A/B testing

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When I first got into digital marketing [REDACTED] years ago, I was blown away by a very simple concept: A/B testing. It was such a simple idea but the impact was powerful.
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Some unexpected practical reasons you shouldn't use Medium.com

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There have been plenty of articles written on why you shouldn't use medium. Generally they are high level and include things like owning your own content (medium licenses your content so they can share it), brand dilution and the like but I honestly can't see much written about the practical reasons you shouldn't.
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