After nearly a decade of working with hundreds of experimentation programs across global enterprises, we’re excited to announce our evolution from Effective Experiments to Efestra.
This isn’t just a rebrand. It’s a fundamental shift that reflects what we’ve learned about what organizations truly need to make experimentation work at scale.
The Challenge We’ve Been Solving
When we started Effective Experiments, most organizations were struggling with the basics: tracking tests, documenting results, and managing experiment workflows. We built tools to help experimentation teams get organized.
But as we worked with more companies, a deeper problem emerged. Organizations weren’t struggling with running experiments. They were struggling with making experimentation matter.
Despite significant investments in tools and talent, only 12% of organizations rate their experimentation programs as truly transformative. The reason isn’t execution capability. It’s governance.
Why Governance Matters
Here’s what we observed in nearly every organization we worked with:
The “frankenstack” problem. Teams cobbled together disconnected tools: Airtable for tracking, Jira for implementation, Notion for documentation, Google Slides for reporting. This patchwork approach created the illusion of process while actually preventing true governance.
The trust gap. Leadership invested in experimentation programs but couldn’t see whether they were working. Practitioners ran sophisticated tests but struggled to demonstrate business impact. The gap between what worked in testing and what delivered in reality remained vast.
The isolation trap. Experimentation became a specialized function rather than a strategic capability. Insights stayed locked within teams. Knowledge didn’t transfer. The organization ran the same experiments repeatedly without building institutional learning.
Introducing Efestra
Efestra emerges from everything we’ve learned working with experimentation programs over nearly a decade. It represents the evolution from experiment management to experimentation governance.
The name connects to our heritage (“Ef” from Effective Experiments) while introducing new elements that reflect our expanded vision:
- Estra – orchestrating experimentation across the organization
- Stra – strategic orientation rather than purely tactical
Efestra exists to close the trust gap in experimentation by ensuring that what works in testing delivers in reality. We transform experimentation from a technical activity into a strategic business capability.
What Changes, What Stays the Same
What’s changing:
- From test tracking to decision governance
- From practitioner tool to leadership capability
- From activity metrics to business impact
- From project management to knowledge system
What stays the same:
- Our commitment to making experimentation rigorous and transparent
- Our focus on practical solutions for real organizational challenges
- Our understanding that process matters as much as technology
Key Capabilities That Define Efestra
Governance Scoring. Measure the health and integrity of your experimentation program with clear metrics that leadership can understand and act on.
Decision Artifacts. Track how insights from experiments actually influence business decisions, closing the loop between learning and action.
Insight Reuse Engine. Prevent your organization from running the same experiments repeatedly by building institutional knowledge that scales.
Executive Visibility. Provide leadership with clear visibility into program impact without drowning them in technical details.
Strategic Alignment. Connect every experiment directly to business objectives, ensuring experimentation serves strategic goals rather than just satisfying curiosity.
For Our Existing Community
If you’re currently using Effective Experiments, this evolution is designed to serve you better. Your data, workflows, and team processes will transition seamlessly. But you’ll gain new capabilities that help you demonstrate value to leadership and scale experimentation across your organization.
We’re providing dedicated migration support, free governance assessments, and executive workshops to help you take advantage of everything Efestra offers.
For Those New to Efestra
If you’re discovering us for the first time, Efestra is built for organizations that want experimentation to be more than just running tests. We serve enterprise teams that need:
- Visibility into whether their experimentation programs are actually working
- Accountability for turning insights into business impact
- Scalability to move beyond isolated pockets of testing
- Governance to ensure quality and prevent waste
We work with CPOs, Heads of Product, Digital Transformation leaders, and experimentation teams who recognize that good process is the foundation of good results.
The Future We’re Building
Today’s organizations face unprecedented pressure to make better decisions faster with limited resources. They can’t afford to waste time and money on initiatives that don’t deliver results.
Efestra addresses this challenge by providing the governance framework that most experimentation programs lack. We help organizations build experimentation as a strategic capability rather than just a tactical activity.
This means connecting experiments directly to strategic objectives. Creating accountability for implementation outcomes. Providing leadership visibility into program impact. Ensuring knowledge preservation and insight reuse. Establishing standards for experimentation quality.
As we transition to Efestra, we’re not abandoning our roots. We’re fulfilling their promise. We’ve always believed that experimentation should be about building organizational learning capability, making better strategic decisions, and closing the gap between what we learn and what we do.
Ready to learn more about Efestra?
Whether you’re an existing customer or discovering us for the first time, we’d love to show you how experimentation governance can transform your organization’s decision-making capability.
Schedule a conversation to explore how Efestra can help your organization move from experiment tracking to strategic experimentation governance.
