The client needed to move their A/B testing workflow from a proof of concept (PoC) into production.

The Challenge

A global family entertainment company with over £2 billion in annual revenue and more than 30,000 employees sought to scale its data-driven decision-making. Their A/B testing process, though effective in pilot form, was dependent on manual SQL scripts and analyst intervention. This came with inefficiencies, inconsistent execution, and barriers to scaling experimentation across the business.

Our Solution

We partnered with the company to operationalise their experimentation framework. The manual workflow was rebuilt as a modular dbt project and scheduled through Databricks to ensure consistent, reliable execution. To enhance data governance, source data was ingested into Unity Catalog, providing streamlined access, robust security controls, and clear lineage all of which are critical for enterprise-wide adoption.

The Impact

The transformation reduced execution time by 75%, enabling faster insights and more agile business decisions. Removing manual inputs not only freed up valuable analyst capacity but also reduced the risk of error. With improved governance and automation in place, the company is now equipped to scale experimentation across teams. This unlocks greater value from their data and reinforces their position as an innovation leader in the entertainment sector.