The nominated cases reflect the growing scope of experimentation within organisations. Alongside experiments aimed at improving conversion and customer journeys, this year’s entries show how experimentation is increasingly being used to strengthen organisational decision-making and explore opportunities beyond traditional website and app optimisation.
The nominees for Experimentation Heroes 2026
Conversion: Ohra, DPG Media, Centraal Beheer
Recognising experiments focused on improving performance within websites or apps, from optimising user journeys and reducing friction to generating measurable improvements in conversion, revenue or engagement.
Experimentation Culture: JBL, ANWB, Achmea
Recognising organisations that successfully embed experimentation into the way teams work, make decisions and learn, creating impact beyond individual experiments.
Beyond Web: DPG Media, Univé
Recognising experiments that demonstrate the value of experimentation beyond websites and apps, for example across campaigns, channels, customer journeys or offline environments.
In addition to the three 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.
“What really stands out this year is how organisations are putting the customer more firmly at the centre and taking a multidisciplinary approach to customer and business challenges. Experimentation and CRO increasingly bring different stakeholders together to test assumptions, learn from data and work towards better solutions. AI regularly plays a supporting role in this, while we also see careful consideration of the ethical implications.”
Emma van Dalen (Nationale Postcode Loterij), Chair of the DDMA Committee Experimentation & Optimisation
From nomination to winner
The submissions and shortlist were assessed by the DDMA Committee Experimentation & Optimisation, consisting of Chair Emma van Dalen, together with Justin van Tol, Leonie Eckhardt, Michiel Jansen, Wing Yee Tang, Mariska Buijs, Nick Schaperkotter and Daniël Granja Baltazar.
On 5 November, the nominees will take the stage at Hotel CASA Amsterdam to present their cases. Their cases and presentations will be assessed by an independent jury, consisting of Jorden Lentze (Booking.com), Arnout van Scherpenzeel (Univé), Denise Visser (InShared), Melle Moorman ( Sunweb Group) and Cameron van Uytrecht (Insight ProdX).
Together, the jury will select the winners in the categories Conversion, Experimentation Culture and Beyond Web. The winners will be announced during Experimentation Heroes on 5 November. Tickets are available via experimentationheroes.com.
About DDMA Experimentation Heroes
DDMA Experimentation Heroes is the annual event that puts outstanding experimentation in marketing, data and optimisation in the spotlight. By bringing together award-nominated cases, expert insights and professionals from across the field, the event provides inspiration, recognition and practical learnings for organisations looking to strengthen their experimentation practice.
Experimentation Heroes is an initiative of DDMA, the industry association for data and marketing, and is organised in collaboration with the DDMA Committee Experimentation & Optimisation.
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