George Chang — Senior Director, Digital Experience & Technology Corporate Marketing, Hexagon AB
Published:
If you take a few measurements here and there, you’re not really going to get a whole lot of useful information. But it’s the large number of measurements in context with one another that gives you that level of fidelity. And think testing and optimization is a similar story, right? You have to test and you have to test often.
What does George Chang say on The Agile Brand with Greg Kihlström?
George Chang, Senior Director, Digital Experience & Technology Corporate Marketing, Hexagon AB, says: In this episode George Chang, Senior Director of Digital Experience & Technology Corporate Marketing at Hexagon AB, describes how enterprise marketing can move from HiPPO-driven decisions to a program of continuous optimization. He discusses making CRO strategic, democratizing testing through integrated CMS tools, using objective data to arbitrate decisions, and reframing failed tests as valuable learning. The conversation focuses on culture, process, and technology needed to scale experimentation across organizations.
From: The Agile Brand with Greg Kihlström
Cite as: George Chang. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/george-chang-if-you-take-a-few-measurements-here-and-there-youre-not-re