ConvEX 2025:

Experimentation & Personalisation at Scale

Catch the full conversation between Matt Maidment, Head of CX at REO, and Matt Hanwell, CRO Manager at BAT.

This session shows how BAT, a major international brand, scaled experimentation and personalisation across Europe over four years, using structured testing and data-driven insight to improve customer experience.

Behind-the-scenes:

You’ll hear how BAT evolved its experimentation into a scalable model that delivers significant, measurable commercial outcomes across markets.

Watch the webinar to learn:

How REO Helps Teams 
Scale Experimentation

We analyse real user behaviour in our UX Lab, using insights, analytics and our experimentation framework to show where testing can have the biggest impact. Our work with brands like BAT shows the value of this approach.

Our experimentation assessment includes:

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About REO

REO is an award-winning customer experience and experimentation partner, trusted by enterprise brands to improve performance across digital products and journeys.

For over a decade, our team has helped organisations understand their customers more deeply, make better decisions with evidence, and uncover commercial growth through continuous improvement.

We work closely with brands like BAT to build capability, introduce new ways of working, and ensure teams have the confidence and clarity to deliver meaningful change. Our role is to give digital leaders the insight, direction and support needed to accelerate performance.

What we bring:

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