Beyond Web - Experimentation Heroes

About the category

This category recognises experiments that optimise performance beyond websites and apps.

Examples include experiments in:

Campaigns
Email
Direct mail
In-store experiences
Offline media
Cross-channel journeys

Success in this category is often measured through metrics such as:

Open Rate
Click-to-Open Rate (CTOR)
Return on Advertising Spend (ROAS)
Foot Traffic
Conversions
Sales uplift

Examples

Billboard campaigns that drive traffic to a landing page
Testing direct mailings to determine which mailing yields higher conversions
Experimenting with store layouts to boost sales or increase foot traffic
Using creative expression or specific media channels to improve conversions
Measuring the effectiveness of creative or media channel experiments

How to submit a case

Missed the first submission deadline in June? You still have a chance to participate. Submit your full case by 18 September. The first round gave participants an early indication of their case’s potential before investing time in a full submission. Carefully review if your case fits the category and criteria and submission rules before submitting your entry.

Submit the full submission entry form.

Download Long Entry Format
Deadline: 18 September (before 17:00)

Enter your details below and upload the entry format in PDF.

Click SUBMIT CASE

Block all important dates in your agenda

Entries can be submitted in Dutch or English.

Important dates

26 June (before 17:00)
Deadline shortlist submission

30 June
Notification of selected shortlist submissions to start full case submission

18 September (before 17:00)
Deadline full case submission

28 September
Announcement of the nominees

8 October
Jury Day: nominees present their case to the jury via an online call

5 November
Presentations of all nominees at Experimentation Heroes 2026 and the announcement of the winners

Submit case

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.

The submission period of Experimentation Heroes 2026 has closed.

Questions?

If you have any questions about submitting a case, please contact DDMA:

Email: merelbracht@ddma.nl
Phone: +31 20 452 84 13