Is High Tempo Testing too Aspirational?

Or is it the Nirvana all Lifecycle Marketing teams should be striving for?

A/B testing is a term used everywhere in our industry. And it’s oftentimes overgeneralized. 

It’s not fully representative of the variety of processes, designs, and types of tests run. For example, a lot of times, there are more than 2 versions. A/B reduces this context. I prefer simply ‘testing’ or ‘experiments’ for a high-level term.

Around 2019/2020, I…