Introducing the first Who’s Who in Experimentation
Every year, Kameleoon publishes a report of the most influential members of the experimentation community for people to follow and learn from.
This year, we’ve made important changes to the report. The experimentation space is evolving, and so is the way we recognize the people driving it forward.
Our first list was easy. The names most people in experimentation know were deservedly listed.
But as we published the second, third, and fourth reports, we realized three things:
- The space is small! The same names kept coming up again and again.
- Practitioners (who are “in the trenches”) and pundits have different perspectives on complementary insights.
- Diversity is a strength, not a weakness.
This year, we’ve retired “Top Influencers in A/B Testing” and formalized the annual report as Who’s Who in Experimentation.
What’s changed this year?
1. We’ve retired the term “influencer”
Not everyone who is building an exceptional experimentation program is on LinkedIn. Many of our most successful colleagues are reshaping how companies grow and many of them do it quietly. Instead of focusing on “influencers”—on the names most of us already know—we asked the experimentation community to nominate the people they saw as driving the field forward, allowing us to highlight new and underrepresented voices in our community.
2. We’ve introduced the Hall of Fame
There’s a reason the same names kept coming up again and again in our previous reports: some experimenters have been leading the charge for decades. This new tier honors them, recognizing the voices that have featured on our reports for at least three years. The Hall of Fame honorees have been consistently advancing experimentation, not only within their own organizations, but across the entire industry.
3. Selectees are nominated by the community, not us
Rather than using algorithms or follower counts to choose the Who’s Who selectees, we asked the community for nominations. Each Hall of Fame nominee could nominate a Selectee, allowing us to represent a broader, more diverse, global set of professionals. Going forward, we want our annual report to be about impact, rather than social media status.
This also allows us to build deeper profiles for each professional; we built bios, conducted interviews, and made a profile for each individual. The Who’s Who is more than a list of names. It’s a living resource for anyone who wants to scale their experimentation today.
Key takeaways from the Who’s Who 2025
So what can you expect from this living resource? Here are the four top insights we’ve found in constructing the Who’s Who 2025:
1. Strategy is the foundation of experimentation
Too often, teams rush into testing, chasing the promise of quick wins and conversions. Those experiments lack long-term impact. Craig Kistler is the Director of Experimentation at Signet Jewellers, and an experimenter who embodies this concept by focusing his team’s efforts on repeatable systems, rather than simply running tests. Dylan Lewis, an experimentation leader at Atlassian, has co-authored academic papers that rigorously assess this very concept.
It comes down to getting the right purpose. Most teams are just moving stuff around on a page. They focus on execution, not the solution, or indeed, the problem they're trying to solve.
—David Mannheim
Founder, User Conversion, Made With Intent
2. The best teams experiment together, not apart
The leaders in the Who’s Who in Experimentation 2025 are challenging the outdated model of experimentation through multiple tools across siloed teams. Kameleoon’s own research indicates that 43% of industry leaders are designing their marketing and product teams from the ground up to work together on growth initiatives.
Erin Weigel, the author of “Design for Impact: Your Guide to Designing Effective Product Experiments,” builds on this idea. One of her most interesting observations is that when data science teams own experimentation processes, they may “discourage people from testing with big words, fear of doing it wrong, and over-complicated tooling.”
They don’t necessarily mean to, she notes, but it does happen. And it happens because of silos between teams that create unnecessary friction and slow down crucial processes.
3. Great experiments start with human insight
Leaders across the Hall of Fame stress that experimentation is more than a technical function. Sarah Levinger’s work with Tether Insights is a key example of this concept: she provides the emotional, cultural, and behavioral insights that allow marketers and experimenters to make impactful decisions.
I believe A/B testing is part art and part science. It’s about asking the right questions and always staying curious about the “why” behind behavior.
—Deborah O'Malley
Founder, Guess The Test
The best experimenters test to understand people. Even in a world of advanced data and tooling, the human side of experimentation remains its most valuable and irreplaceable asset.
4. Experimentation leaders are diverse
One of the biggest takeaways from the Who’s Who 2025 is the people themselves, and the diversity of their backgrounds, roles, and stories. The report features marketers, optimization specialists, analytics leaders, agency advisors, developers, and product leaders from across the world, in industries including e-commerce, retail, SaaS, hospitality, and more.
Check out the list to see it for yourself: the leading voices in experimentation in 2025 are from all over, and their insights are already making big differences.
