Join top product and marketing leaders in Dortmund to explore what’s next in experimentation-led growth.

After six years of evolution, we’ve learned that a successful experimentation platform is less like a calculator and more like a compass. This session tracks our journey from building basic "pipes" to architecting a strategic validation ecosystem. It’s a story about finding the balance between risk and rigor, where the ultimate goal isn't just to ship features, but to build a culture of evidence. Because at the end of the day, a technically perfect platform only succeeds if it speaks the language of the people using it – scaling a platform is 50% code and 50% community.

Many companies invest in A/B testing and data-driven marketing, yet fail to generate lasting insights from their experiments. Results get buried in presentations, knowledge is lost, and tests are repeated.In this session, Hendrik Schnieders, Team Lead for Digital Marketing at Borussia Dortmund, and Estelle from adesso will explain why structured documentation plays a central role in the experimentation process and how companies can develop lasting insights from individual tests. Using KnowledgeLab as an example, they will demonstrate how data-driven insights can be centrally documented and made accessible to enable better marketing and product decisions.

For many high-involvement products in both B2B and B2C, the decisive steps in the sales cycle often take place offline. As a result, valuable information such as sales stages and customer preferences frequently remains fragmented across isolated silos, leading to ineffective website personalization.In this presentation, Steffen introduces a concrete architecture for vendor-agnostic data consolidation within a composable CDP. Data from various sources is unified, processed, and activated via interfaces for personalization tools.The result: a complete view for on-site optimization — from the first online journey to the offline deal closure. Learn how connecting these data points enables greater relevance, increases conversion rates, and reduces churn. This setup represents an “opportunity stage” for data-driven growth.

Accelerating Personalized Experiences in an efficient content pipeline with FirstSpirit & Kameleoon

We are always improving our experimentation program, and 2026 will be no different. In this session, we will share the 10 most important changes we’re making this year: what we updated, why we did it, and how it helps us all work better together. Our goal is simple: be transparent, give you input, and show you where we are going. And most importantly, we are happy to get feedback, questions and discussions.

A/B testing has scaled — but impact hasn’t. Many teams declare winners based on secondary KPIs like clicks or add-to-carts, because purchase data is harder to measure and slower to validate. Over time, proxy metrics become the goal, and experimentation drifts away from what the business actually needs. In this keynote, Liam explains why most programs over-trust secondary metrics and how this creates “wins” that don’t translate into revenue. A practical framework is shared for aligning experimentation with business goals: prioritizing the right tests, evaluating most experiments on north star metrics, and validating whether secondary KPIs truly predict primary outcomes. The takeaway: experimentation that drives measurable growth — not just significant results.

A strategic shift from global dependencies to local autonomy forced us to rethink Kleinanzeigen’s experimentation stack. However, transformation is rarely a straight line. Join us for a candid look at what we got right, what we didn't, and how we're building a self-sufficient experimentation culture from the ground up. We will share why success isn't just about adding a new tool in the organisation, but about taking people along the journey to build a truly self-sufficient, data-driven experimentation culture.