About us

Real cases. Real results. Real stories.

At Experimentation Heroes, we shine a light on the people behind the experiments — those who challenge assumptions, build test cultures, and drive progress through data. Whether things go right or wrong, their stories offer insight, inspiration, and real-world lessons. The 2025 edition takes place on November 6 in The Social Hub Amsterdam City.

What to expect

  • Curated case sessions
    Hear directly from the teams who designed and ran experiments. Get a look under the hood: from hypotheses and implementation to outcomes and lessons learned.

  • Inspiring keynotes
    Industry leaders share broader perspectives on experimentation, decision-making and building a culture of continuous improvement.

  • Parallel tracks
    Choose the sessions that best fit your interests, whether you work in CRO, product, growth, or analytics.

  • A vibrant community
    Connect with peers across industries who share a passion for testing, learning and optimising. This is your space to exchange ideas, ask questions, and build meaningful connections.

  • Award ceremony
    The day culminates in the celebration of standout work in Conversion, Experimentation Culture, and Beyond Web. We also honour one up-and-coming talent with the Next Gen Heroes Award.

Experimentation Heroes is for professionals who believe that experimentation isn’t just a tactic — it’s a mindset. Join the community. Share your story. Be inspired by others.

Meet the Jury

Every year, an independent panel of experts selects the most impactful cases. With backgrounds in CRO, UX, growth, and experimentation strategy, our jury ensures a sharp and well-rounded evaluation. They don’t just look at results, but also at creativity, learning, and transparency.

Meet the jury

Organisation

DDMA Experimentation Heroes is an initiative by DDMA, the industry association for data and marketing, and organized by the DDMA Committee Experimentation & Optimization. The work group behind this event consists of:

  • Mark de Winter (ClickValue)
  • Leonie Eckhardt (Yellowgrape)
  • Emma van Dalen (Nationale Postcode Loterij)
  • Wing Yee Tang (DPG Media)
  • Justin van Tol (Digital Strategist bij iO)
  • Michiel Jansen (ING)
  • Robert de Kok (DELTA Fiber)
  • Merel Bracht (DDMA)
  • Marco Rensen (DDMA)
  • Bob Younge (DDMA)