DDMA, the data and marketing industry association, proudly announces the winners of the DDMA Experimentation Heroes 2024 awards. Primera, NS International, KLM, and Mepal were honored for their achievements in the categories of Conversion, Experimentation Culture, and Beyond Web, respectively. Mepal also received the Lindeboom Hero Award, recognizing their case as having the greatest potential.
Jury member Lucia van den Brink:, “This year’s judging was an absolute pleasure. Each of the winners truly brought something truly unique to the field of experimentation. These organizations dared to break from conventional approaches and genuinely surprised us as a jury. Their cases are not only inspiring but also have the potential to shape the future of the field.”
Winner in Conversion: Primera
The jury highlighted Primera’s case for its customer-centric approach, thorough user research, strong teamwork, and rigorous data validation—all of which resulted in measurable business outcomes. With clear strategies and next steps laid out, it’s no wonder this effort stood out as a winner.
Winner in Experimentation Culture: NS International
The NS International case impressed the jury with its shift toward quality-focused experimentation, featuring innovative validation methods, academic partnerships, and a bold willingness to challenge established norms. This inspiring case strikes a balance between business needs and time-to-market. NS International is a truly deserving winner in this category.
Winner in Beyond Web: KLM
KLM’s case showcased an impressive, scalable, and reliable self-developed tool. This tool rethinks traditional A/B testing by providing a more efficient, in-house solution to optimize large-scale campaigns through advanced statistical modeling. For this, KLM is the well-deserved winner in the Beyond Web category.
About DDMA
DDMA is the largest trade association for marketing and data in the Netherlands, connecting a network of over 360 brands, nonprofits, publishers, agencies, and tech providers dedicated to using data responsibly and effectively for marketing. We provide insights on technology, regulations, and ethics, bringing together marketers, data professionals, and legal experts to help them grow in their fields. We also advocate for self-regulation and serve as a partner to policymakers and regulatory authorities.