About me
I’m Nils Koppelmann.
I’m an independent experimentation program advisor, based in Malta and working with in-house teams globally.
I help teams build the judgment, standards and ways of working they need to confidently own their experimentation programs.
My background:
My experience spans more than 1,500 experiments and work with 50+ brands. It covers strategy, test design, measurement, tooling and the organizational work that helps teams put evidence into practice.
Across that work, I have seen the same pattern: a team can get better at launching tests without getting better at making decisions. More tools and more activity do not automatically lead to clearer priorities or more useful learning.
That is why my advisory work focuses on the program behind the experiments: how a team chooses problems, agrees on what evidence means and turns results into recommendations it can explain.
How I think about the work:
I care about whether an experiment helps someone make a better decision. That starts before a test goes live, with a clear problem, a useful question and an agreement about what would be convincing enough to act on.
Strong programs make those standards visible. They connect experiments to business priorities and create regular opportunities for people to challenge ideas, interpret evidence and learn together. The standards become useful through practice on the team’s actual work.
I measure the value of my involvement by how confidently the team can do that for itself. The aim is to make my support less necessary as its capability grows.
What working together looks like:
We work through the decisions, experiments and constraints your team is dealing with now. I bring structure and an outside perspective, challenge the reasoning and help turn the conversation into clear recommendations and next steps.
Your team keeps ownership. My role is to help the people responsible for experimentation strengthen their judgment, build shared standards and explain their decisions to the rest of the business.
Working globally:
Malta is my home base. I work with in-house experimentation, CRO, growth and product teams around the world, helping them build practices that fit their business and the people doing the work.
Let’s talk about your program:
If your team can run experiments but needs stronger direction or more consistent standards, book a meeting. We’ll discuss where you are, what is getting in the way and whether working together makes sense.