Annemarie Klaassen
Lead Experimentation in the CRO Center of Excellence at Vodafoneziggo
Lead Experimentation & Analyst | CRO Centre of Excellence | 🚀 Winner Experimentation Culture Awards 2020 | 🎤 Public speaker
About Annemarie Klaassen
I am a Lead CRO specialist with over 15 years of experience. Since 2019, I have been working at VodafoneZiggo, where I act as an enabler to implement an experimentation culture (won the Experimentation Culture Award in 2020). I place significant emphasis on training CRO specialists, standardizing/automating the CRO process, and advocating the CRO way of working to other parts of the organization and the outside world. Last year, VodafoneZiggo won 2 Dutch CRO awards and was one of the finalists for the Experimentation Elite Team Award.
Skills & Expertise
Career Journey
Lead Experimentation in the CRO Center of Excellence
In this role I work as an enabler to implement an experimentation culture - base decisions on data and validation instead of gut feeling. I m continously working on 4 pillars: - Knowledge and skills: train 12 CRO specialists in CRO, provide trainings and manuals and T-shape other roles - Process: standardize and automate CRO processes and keep track of overall experimentation KPI s - Culture: preach, share and inspire the CRO way-of-working - Tools and tech: which tech do we need and how should we implement it
Public speaker
Sometimes I speak at events about conversion optimization, experimentation and statistics: - Superweek, Jamaica (May, 2016) - Digital Elite Camp, Tallinn (July, 2016) - Measure Camp, Amsterdam (April, 2017) - Women in Analytics, Amsterdam (October, 2017) - Conversion Elite, Manchester (November, 2017) - Digital Analytics Congres, Utrecht (October, 2019) - Customer Data Conference, Utrecht (November, 2019) - Google Analytics User Conference, Amsterdam (February, 2020) - Emerce Conversion, online (April, 2020) - Emerce Conversion, Amsterdam (April, 2023) - Digital Experimentation Forum, Amsterdam (September 2023) - CX Circle, Riyadh Saudi Arabia (November 2023) - Experimentation Elite, London (December, 2023). Voted most valuable keynote . - Analytics Summit, Hamburg (October 2024) - CRO Belgium, Gent (January 2025)
