Hall of Fame
Experimentation Heroes
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.
Conversion Heroes
Odido – 2025
Case: Odido’s Bowers NPS Boost
Driving impact through experimentation at scale
The Bowers NPS Boost case of Odido impressed the jury with its combination of courage, precision, and customer focus. The case reflects a mature experimentation culture where learning takes precedence over short-term results. While no significant uplift was achieved, the scale, complexity, and cross-team collaboration, combined with strong organisational impact made this a standout example of data-driven optimisation.
Primera – 2024
Case: From Friction to Flow
Turning user friction into measurable growth
Primera’s case stood out for its strong customer-centric approach and thorough user research. By simplifying a complex redeem flow and addressing real user frustrations, the team delivered a solution that improved both usability and business performance. Supported by solid data validation and clear next steps, this case demonstrates how incremental improvements can drive meaningful conversion impact.
PostNL – 2023
Case: Vizualizing the Online Price Benefit
Iterative optimisation driven by continuous learning
PostNL distinguished itself with a highly iterative approach to experimentation, where each test built directly on previous learnings. By focusing on a single hypothesis and making targeted adjustments, the team was able to clearly link changes to impact. Combined with the use of multiple data sources, this case exemplifies a disciplined and truly data-driven approach to conversion optimisation.
Beyond Web Heroes
ANWB – 2025
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 – 2024
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 – 2023
Case: Working together
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.
Culture Heroes
PostNL – 2025
Case: embedding experimentation into strategic decision-making
Scaling experimentation into organisation-wide value
The case of PostNL demonstrates how experimentation can evolve into a core driver of business value. In a challenging market, the organisation shifted from using experimentation as a validation tool to a strategic mechanism for value creation. By focusing on financial impact and transparency, PostNL built a culture where management, product, and finance operate with a shared understanding of value. A strong example of how experimentation can be embedded into decision-making at scale.
NS International – 2024
Case: Debunking A/B testing illusions: the path to reliable results
From testing at scale to testing with certainty
NS International redefined its experimentation approach by shifting the focus from volume to validity. In collaboration with academia, the team introduced stricter statistical standards and a clear distinction between exploratory and confirmatory testing. This resulted in more reliable insights, better decision-making, and a more transparent experimentation culture. A compelling example of how challenging existing methods can lead to more meaningful impact.
TomTom – 2023
Case: Navigate and Drive an Effective Experimentation Program
Building a structured and scalable experimentation program
TomTom stood out with a structured and data-driven approach to scaling experimentation. By combining clear growth themes, decentralised ownership, and continuous alignment, the organisation created a system that drives both quality and engagement. The strong focus on process, visibility, and employee involvement makes this a powerful example of how to build and sustain an effective experimentation culture.