Thursday 10 September 3–4:30pm BST

Learn why Experimentation is fundamental to your growth

Don’t miss this free virtual event, with keynote from Harvard Business Professor Stefan Thomke, and a panel of experimentation experts

What is Experimentation Works

Experimentation Works is a brand new conference series. It aims to be the leading forum for debates, challenging concepts and revealing case studies of organisations who have made the shift to experimentation – as well as for companies and individuals who want to start this journey.

Named in honour of Stefan Thomke’s business-redefining book and brought to you by AWA digital, we are excited about the speakers we’re going to have, the topics they’ll cover and what we can all learn about testing and experimentation.

Who should attend

Experimentation Works is open to all. A chance to learn, participate and meet those who are passionate about experimentation. You might be a product manager, an innovation champion in your business, an entrepreneur who’s just starting out or an experienced conversion specialist or a growth hacker.

You’re welcome if you are just intrigued by what experimentation means or need to know the very latest developments in experimentation to stay ahead. Come and join us, ask questions and share your journey in experimentation with us.


Our speakers are the leading minds in the field of experimentation - authors, practitioners and business leaders

Stefan Thomke

Harvard Business School Professor

Keynote: Experimentation Works: The Surprising Power of Business Experiments
Learn more about Stefan

Peter Gray

VP, Product, The Wall Street Journal

Peter Gray manages the experimentation function for The Wall Street Journal (WSJ). His team is responsible for testing new digital experiences lifting’s subscription conversion rate by 64%

Hazjier Pourkhalkhali

Global VP of Strategy & Value, Optimizely

Hazjier has spent years researching and optimizing the practice of experimentation. As an expert in experimentation, he has worked with leaders at Microsoft, IBM, Adidas, H&M, amongst others, with his experiments increasing client revenues by hundreds of millions of dollars.

Lukas Vermeer

Director of Experimentation,

As Director of Experimentation at Booking,com, Lukas is responsible for the internal tooling and training that helps product development teams improve the customer experience in measurable steps through thousands of experiments.

This event has now passed

You can watch the recording of Stefan Thomke’s keynote here.


You can watch the recording of the panel discussion here.