"Crafting a hypothesis and knowing what data points would confirm or deny it" lies at the core of optimisation says AJ Davis, founder of Experiment Zone, our guest on #theBigLift podcast today. AJ was part Google Optimize product launch team and has a real passion for data, optimisation and user experience. Her track record, coupled with a background in research and economics puts her in a unique position to talk about understanding data, coming up with hypotheses and setting up experiments that can give stakeholders the confidence to make informed decisions.