Measuring incremental campaign revenue beyond classical A/B testing

KLM runs hunderds of marketing campaigns each year across multiple channels and markets. Validating the true impact of each initiative is critical, but classical A/B testing quickly becomes impractical at this scale due to cost, timing, and operational constraints. To address this challenge, KLM developed the OPTIMA model: an innovative statistical framework that reliably measures the incremental value of campaigns without the logistical barriers of experimentation.

In this session, we will share why KLM and Air France adopted a model-driven approach, how advanced statistical techniques ensure robust causal evaluation, and what the organization has gained from it. Through real-world examples, you will see how OPTIMA enables smarter testing, stronger decision-making, and maximized marketing ROI.