Analytics • Experimentation • Responsible AI
Amrdeep “Ammo” Athwal
Speaker on analytics, experimentation and responsible AI.
Better data doesn't automatically create better decisions. I talk about what happens in the gap.
Book Amrdeep to speak →Analytics • Experimentation • CRO • Responsible AI
What I talk about
Data is easy.
Decisions are harder.
I've spent my career working across analytics, CRO and experimentation. One thing has become increasingly obvious.
More data doesn't necessarily mean better decisions.
Organisations can have sophisticated analytics, huge datasets, experimentation programmes and AI capable of analysing everything in seconds.
They can still confidently make the wrong decision.
My talks look at why. Can we trust the evidence? Are our experiments actually teaching us anything? What happens when AI makes producing convincing analysis almost effortless?
Featured talks
Ideas worth taking back to work.
Practical talks based on doing the work.
AI: With Great Power Comes Great Responsibility
AI can analyse data, generate hypotheses and produce convincing insights faster than ever.
It can also be confidently wrong faster than ever.
This talk introduces S.P.I.D.E.R., six practical checks for using AI responsibly in analytics, CRO and experimentation.
Best for: Analytics, experimentation, CRO, digital and AI audiences.
Explore S.P.I.D.E.R. →Predicting Winners
I used data to predict the outcomes of a charity boxing event I was taking part in.
The interesting bit wasn't really the boxing.
It was what the exercise revealed about the evidence we notice, the assumptions we make and how confidently we predict what happens next.
Best for: Keynotes, analytics, experimentation and business audiences.
The ABCs of Experimentation
Running A/B tests doesn't mean you're experimenting.
This talk looks at how teams can move beyond tactical testing and use experimentation to create genuine value for users and businesses.
Having an experimentation platform isn't the same as having an experimentation culture.
Best for: CRO, product, experimentation, ecommerce and digital teams.
On stage
I've been doing this a while.
I've spoken about analytics, CRO and experimentation for more than a decade, from MeasureCamp sessions and podcasts to international conferences.
In 2024 I won a keynote spot at Conversion Hotel with Predicting Winners.
“He is an excellent analyst with 20 years of work experience.”
Ton Wesseling, Founder & Host, Conversion HotelSee me speak
Don't take my word for it.
A short clip from Predicting Winners at Conversion Hotel 2024.
Selected appearances
Conferences, podcasts & conversations.
A selection rather than the complete archaeological record.
Why book Ammo?
No motivational sunsets.
No 87-slide sales pitch.
Useful ideas. Evidence. Occasional attempts at humour.
Practitioner, not commentator.
I work with analytics, experimentation and optimisation teams. The talks come from doing the work.
Complex without complicated.
Technical subjects explained without requiring a statistics PhD to follow them.
Useful on Monday morning.
Ideas and frameworks people can take back to work and actually use.
Occasionally funny.
This one may depend on who you ask.
About Amrdeep
Analytics. Experimentation.
Better decisions.
Amrdeep “Ammo” Athwal is the founder of Conversions Matter and works across digital analytics, experimentation and CRO.
Much of his work comes back to one question: can organisations trust the evidence they're using to make decisions?
He speaks about analytics, experimentation, measurement trust and responsible AI, usually with a healthy suspicion of “the dashboard says so.”
Outside work, there's a reasonable chance he's running somewhere or getting punched in the face for fun.
For event organisers
Everything you need to book me.
Need a bio, headshot, talk description or something tailored to your audience? Get in touch.
Ask about an event →Let's talk
Looking for a speaker on analytics, experimentation or responsible AI?
Practical ideas. Real experience. No 87-slide sales pitch.
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