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.

About the category

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.

Experiments in this category are expected to focus on Open Rate, Return On Advertising Spend (ROAS), Click to Open Rate (COTR), Foot Traffic.

Underlying themes that we distinguish are:

  • Online/Offline: Experiments conducted either online, offline, or in a combination of both. Consider billboard campaigns that drive traffic to a landing page; testing direct mailings to determine which post mailing yields higher conversions; or experimenting with store layouts to boost sales or increase foot traffic.
  • Creative/Mediachannel experiments: Utilizing creative expression and/or specific media channels to achieve successful conversions, with a central emphasis on measuring the effectiveness of these experiments.

How to submit a case

1. Carefully review the if your case fits the category and criteria and submission rules before submitting your entry.
2. Download and fill in the entry format.

Download Entry Format

3. Enter your details below and upload the entry format in PDF.
4. Click SUBMIT CASE
5. Block all important dates in your agenda

Entries can be submitted in Dutch or English.

Important dates

19 September (before 17:00)
Deadline case submission

29 September
Announcement of the nominees

7 October
Jury Day: nominees present their case to the jury via an online videocall

6 November
Presentations of all nominees at Experimentation Heroes 2025 and the announcement of the winners

Examples of previous Beyond Web Winners

KLM

A/B testing to new heights with AI: KLM measures marketing campaign effects 5x more accurately with OPTIMA

KLM developed OPTIMA, an AI-driven tool that measures the incremental impact of marketing campaigns without traditional A/B testing. By comparing campaign results in one market to similar non-campaign markets, OPTIMA accurately isolates campaign effects.

Jury Conclusion

The jury praises KLM for developing a scalable, in-house alternative to A/B testing that can handle over 900 campaigns efficiently, without the need for cross-team or cross-country coordination. The tool’s reliability is said to match traditional A/B testing and introduces a smart methodology for situations where A/B testing isn’t feasible. It reflects KLM’s strong data capabilities and offers a tailored, statistically robust approach to campaign optimization.

DELTA Fiber

Working together: DELTA Fiber’s online and offline sales collaboration

In the Omnichannel category, telecom company DELTA Fiber was named the winner, ahead of ANWB and Nederlandse Loterij. DELTA Fiber demonstrated how digital and human offline channels can work together seamlessly to deliver the best customer experience. High-quality leads were generated through the website and then handed over to the telemarketing team for follow-up.

Jury Conclusion

The jury praised DELTA Fiber’s strategic focus on returning visitors to improve data quality and better address specific customer needs. Above all, this case shows that omnichannel success is about people — people who collaborate rather than compete over which channel drives the most conversions.

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      Questions?

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

      Email: merelbracht@ddma.nl
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