The nominees for DDMA Experimentation Heroes 2025 have been announced. This year, companies such as Odido, Heineken, Centraal Beheer Achmea, PostNL, VodafoneZiggo, Intersport, KLM, and ANWB are in the running for an award. They will present their cases on Thursday, November 6, during the event at The Social Hub Amsterdam City, where winners will be chosen across three categories.
Tickets are available via: experimentationheroes.com/tickets
The Nominees Experimentation Heroes 2025
Category: Conversion
- Odido
- Heineken
- Centraal Beheer Achmea
Category: Experimentation Culture
- PostNL
- VodafoneZiggo
- Intersport
Category: Beyond Web
- KLM
- ANWB
In addition to these main awards, the Next Gen Heroes Award will be presented to a non-nominated case that shows great promise for the future. All submissions are automatically considered for this award.
Mark de Winter (ClickValue), Chair of the DDMA Committee Experimentation & Optimisation: “This year’s submissions once again show how mature the field has become. We see well-executed experiments and a strong focus on the impact they have on fostering a data-driven mindset within organisations. As a result, more and more organisations are making better decisions.
What stands out this year is the increase in the use of AI in the cases: from content changes generated with AI to research methods that, thanks to AI, not only identify opportunities more efficiently but also deliver higher-quality insights.
We also see a wide variety of submissions: from organisations already leading the way in experimentation to companies just taking their first steps. Ultimately, it’s about the steps you take as an organisation to develop an experimentation-driven work culture and achieve structural impact. That requires the right methods, tools, and people — but above all perseverance, soft skills, investment in visibility, and promoting both the value and the joy of this wonderful field.”
The Jury
The entries are judged by the DDMA Committee Experimentation & Optimisation, consisting of Chair Mark de Winter (ClickValue), together with Justin van Tol (iO), Robert de Kok (Delta Fiber), Leonie Eckhardt (Yellowgrape), Michiel Jansen (ING), Wing Yee Tang (DPG Media), and Emma van Dalen (Nationale Postcode Loterij).