Peter Gray is a digital experimentation fanatic. He runs the product optimisation team at Dow Jones, the holding company for The Wall Street Journal, Barron’s, Marketwatch, and Factiva. His team is responsible for testing new digital experiences across all of Dow Jones’ properties in collaboration with product owners and marketers, unlocking exponential gains hiding in plain sight and baking a real-time customer feedback loop into product roadmaps. His team’s work has lifted WSJ.com’s subscription conversion rate by 64%.