Creative CX – Experimentation and Analytics Consultancy

Transformation Through Experimentation

Experimentation should be placed at the heart of every single business decision. This is why we make it our mission to take companies to the next level by experimenting with everything everywhere.

Building the Digital Enterprises of Tomorrow

“Digital is redefining how a business operates, communicates and competes – disrupting business models on a global scale.”

Establishing the right culture to drive innovation and transform your business

We often talk about digital transformation in the context of technology but that is only one of the ingredients necessary to ensure success in this area. It’s important to ensure that your organisation has the right governance, processes and above all…

Client or Server-Side Experimentation?

In recent years businesses of all shapes and sizes have woken up to the potential offered through AB Testing on their websites and apps. Companies have conducted tests that range in complexity from button colour or placement changes to checkout flow changes. It’s no secret that testing is a viable growth strategy…

Customer Testimonials

A system of values that brought faultless recommendations from our partners and customers

“With the help of Creative CX and their implementation framework, … we empowered our developers to report on ROI for each feature release. That was a game changer for us!”

— Simon Elsworth

Digital Optimisation Manager, Sky

“Creative CX are setting a new standard in how our customers are getting the most value from Optimizely”

— Carina Conaghan

Strategic Alliances Director UK, Optimizely

“Creative CX have been instrumental in helping us establish the digital identity of Investec’s Click & Invest proposition.”

— Stewart Teague

Head of Operations, Investec Click&Invest Ltd

“Creative CX offer unparalleled support to customers who place experimentation at the core of their digital transformation initiatives”

— Richard Chandler

Product Specialist – Target, Adobe

Our services

Each of our clients have different needs, however their objectives are similar in nature. They want to create world class customer experiences across every touch point.

Success is built on delivering outstanding customer experience. We never forget that.


Implement the tools to discover your most valuable customer segments and steer your business with actionable insights.

Creative CX provides analytics implementation services for companies wishing to deploy solutions that can help them understand more about their customers, the behaviours that they exhibit and the performance of their digital portfolio of products. Our methods are tailored to meet your technical requirements and respond to your business needs. We guarantee the quality of your implementation and the validity of the data that you collected.

Post launch, our services empower you to understand your customers as people – discover what they want and need so that you can tailor your digital experiences accordingly.  Understand the performance of your digital properties, where users come from, where they’re trying to get to, how your marketing efforts stack up against your objectives and unearth new opportunities that are buried deep within your data in the form of precise and scientific insights. Bring these to life and democratise the new commodity that is data within your organisation so that those who need to know are empowered to ask the question and seek out the answers.

  • Vendor Selection & Evaluation
  • Implementation Services
  • Audits & Health Checks
  • Reporting & Dashboards
  • Data Visualisation
  • Data Analysis & Insights

Deliver measurable commercial impact using KPIs and evidence based decision making.

It’s no great secret that the most successful companies in the world, sometimes referred to as disruptors such as Amazon, Netflix, Facebook and Uber to name but a few owe a great deal of their success to the fact that they are constantly experimenting with their proposition, whether its pricing, customer experience, user experience, layout, navigation, imagery, copy or call to actions. The great experiences that they offer that consumers have grown to love didn’t happen by accident. Each and every interaction is a calculated component of a well thought out journey optimised through continuous improvement in the form of experimentation.

  • Vendor Selection
  • Implementation Services
  • On-boarding Services
  • Governance & Process
  • Strategic Services
  • Development Services
  • Web Testing (including support for React, Angular, Knockout and other SPAs)
  • In App Testing
  • 24/7 Monitoring
Server-Side Experimentation

Experiment with everything everywhere – Web, App, IoT and other connected devices.

Take your experimentation programme to the next level by experimenting with each and every customer touch point including your core digital products. Enhance the sophistication and breadth of what your organisation is experimenting with by utilising a server-side approach to testing.

Test dynamic content, pricing, product features and functionality without compromising performance or security.

  • Vendor Selection
  • Implementation Services
  • On-boarding Services
  • Governance Frameworks
  • Release Management Protocols
  • Code Management Methodologies
  • Strategic Services
  • Experiment Build – Full Stack Development Services
  • 24/7 Monitoring

Treat your customers like the individuals that they are. From one size fits all to a tailored experience that meets the needs of the individual.

Create customised experiences for your customers. Rather than providing a single, broad experience, leverage the data that is housed within your repositories, and the understanding that you have about your customers through prior experimentation work to put forward an experience that delights customers and in so doing converts them.

  • Vendor Selection
  • On-boarding Services
  • Campaign Strategy
  • Campaign Build & Execution

Align your technology and leadership capabilities together by bridging the gaps between people, platform and experience to pave the way for continues innovation e.g. on-boarding new technologies, squads and innovative processes.

The digital landscape is continuously evolving and as a result, your customers are being trained and conditioned to respond to new and innovative features that are embedded within the digital experiences that they are exposed to. Keep your eye on the ever changing digital world and be prepared to adopt new technologies and processes that keep you in your customer’s line of sight.

  • Vendor Selection
  • On-Boarding Services
  • Operational and Governance Frameworks
  • Training & Enablement
AI & Machine Learning

Extract knowledge and insights from data in various forms, both structured and unstructured e.g. click stream predictions, segment & persona discovery.

Combine and analyse vast quantities of data to understand your customers, where they are, where they’re going and predict their next move using machine learning technologies. Digitise your persona definitions so that you can deliver the most relevant experience to your customers – new and returning.

  • Vendor Selection
  • Implementation Services
  • On-Boarding Services
  • Strategic Services
  • Executional Services
Digital Leap

Accelerate the impact of digital on your business and transform the way you operate and innovate.

Take your business to the heights of sophistication through establishing and maintaining a centre of excellence around experimentation. Become an experimentation led business to capitalise on the disruption opportunities that such an approach presents.

  • Change Management Services
  • Enablement Services
  • Communication Frameworks
  • Governance and Processes


Charles Goodall
Head of Creative CX
Robert Arwel Hughes Dip DigM
Head of New Business
Henry Burr
Head of Strategy
Nelson Sousa
Head of Solution Consulting
Head of Business Solutions

Technology Partners

An ecosystem of carefully selected partners equipped to help you solve your business and technology challenges

A Global Offering
With offices in Europe, North America, The Middle East and Asia, Creative CX is a global business that can deliver no matter where you or your operations are.
Experiment Everywhere
Creative CX is the only consulting practice in the world to offer strategy and executional services around server side experimentation, meaning you can now experiment and optimise every customer touch point
24/7 Monitoring
Creative CX’s is the only consulting practice to offer experiment monitoring services via our network operations centre, providing always on performance monitoring

From the outset, we set a number of key guiding principles designed to ensure success. The most important is that we strive to innovate and enhance our own services to stay ahead