Category
Beyond Web
This category primarily focuses on experiments that aim to optimise beyond the scope of websites and apps. Such as experiments conducted in campaigns, offline, in store, direct mail, email etc.
Examples of previous Beyond Web Winners
ANWB
Case: Causal Impact analysis with Prophet
Unlocking causal insights beyond traditional A/B testing
ANWB stood out with an innovative approach in a domain where traditional A/B testing was not possible. By applying a Causal Impact analysis with Prophet, the team was able to measure the true effect of pausing SEA campaigns. The strong analytical discipline and close collaboration between marketing and data teams resulted in a 40% cost reduction without loss in conversions. A powerful example of how to experiment beyond the web with rigour and impact.
KLM
Case: A/B testing to new heights with AI
Scaling campaign measurement with AI-driven experimentation
KLM impressed the jury with OPTIMA, an AI-driven solution that measures the incremental impact of marketing campaigns without relying on traditional A/B testing. By comparing markets with and without campaigns, the tool provides reliable and scalable insights across hundreds of campaigns. This approach demonstrates strong data capabilities and offers a robust alternative for complex environments where traditional testing is not feasible.
DELTA Fiber
Case: Working together: DELTA Fiber’s online and offline sales collaboration
Bringing online and offline channels together for better performance
DELTA Fiber demonstrated how online and offline channels can work together seamlessly to improve both customer experience and business results. By generating high-quality leads online and following up through telemarketing, the organisation created a strong omnichannel approach. The jury particularly valued the focus on returning visitors and the emphasis on collaboration across teams, showing that true impact comes from aligning people, not channels.
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