Experimentation Heroes & Entry Formats


To have a shot at becoming an Experimentation Hero, it’s crucial to submit the case under the right category. There are three distinct categories in total. Choosing the most fitting category for the case largely depends on the scope of your case.

Decided on a category? Then you’re ready to submit a case.

Submit case

The three categories


This traditional and more comprehensive category focuses on optimising the customer journey. Although the ultimate goal is to increase conversion or revenue per visit, this category is not limited to that aspect alone. We evaluate the overall quality of the experiment, and a higher yield does not necessarily increase the chance of winning. The category covers a range of themes, such as:

  • Sustainability: How do the experiments contribute to a more sustainable world?
  • B2B: What results were achieved in the dialogue with B2B communication?
  • Segmentation/Personalization: How did you target and experiment with specific audience segments?
  • Copy: What surprising results were achieved through innovative textual strategies in the dialogue?

Download Entry Format Conversion


This category primarily focuses on experiments that aim to optimise a broad funnel in traffic towards and on the website, whether or not in combination. The focus is also on attracting traffic from “outside” or using multiple channels to achieve a satisfactory end result.

Experiments in this category are expected to focus on Click-Through Rate, Conversion Rate, or Return On Advertising Spend. Underlying themes that we distinguish include:

  • Online/Offline combination: Experiments that start or end outside the online funnel, from billboards to landing pages.
  • Creative/Mediachannel experiments: Which creative expression and/or type of media channels can be used to achieve success, with the central focus being on measuring the effectiveness of these media.

Download Entry Format Omnichannel

Experimentation Culture

A successful experiment on its own is great, but it becomes even more significant when it is part of a sustainable bigger picture. We welcome these kinds of cases because we want industry peers to learn from the growth that companies are experiencing in the field of experimentation culture. The underlying themes that we distinguish are:

  • Best Learning from Experiment: What insights and/or revelations emerged? Please note that this can also be an experiment that avoided a cost item. So, sometimes you lose, sometimes you learn.
  • Biggest Organisational Impact: How did an experiment produce a result that influenced the organisation? This can include external factors such as phasing out/starting up a product/service or entering new markets, as well as internal factors such as process optimisation and/or organisational change.
  • Best Stakeholder Business Case: How did an experiment (or series of experiments) contribute to convincing internal stakeholders? This includes securing budgets and creating buy-in within the management of your organisation.

Download Entry Format Experimentation Culture

Lindeboom Hero Award

The Lindeboom Hero Award, named in honor of the late DDMA Committee Member Gerard Lindeboom, has traditionally been bestowed upon the submission that garnered the highest public appreciation in recent years.

With the new approach of ‘Experimentation Heroes,’ this name takes on a fresh significance. Not all heroes are instantly recognizable as such, but their potential can be partially discerned. Hence, the committee will grant the Lindeboom Hero Award to a non-nominated entrant who has managed to stand out in a remarkable manner. This could be in a specific area, such as exceptional Ideation, strong hypothesis, solid statistical foundation, well-crafted experimental design, or innovative application in the research. We present this Award as a way to encourage promising submissions. All entries automatically qualify for consideration.