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A/B Testing is one of the most important skills of a data professional. All major tech giants use this method for experimentation at scale. But there are some limitations of the method as well. Switchbacking or Counterfactuals: Causal Impact or Synthetic control group techniques will be discussed in this Newsletter in detail. The cost of a “bad” version is very high — a/B testing can cause users exposed to “Bad’s churn. For early startups with insufficient user traffic or getting significance will take a lot more time.