George Chang — Senior Director, Digital Experience & Technology Corporate Marketing, Hexagon AB
Published:
The nice thing about data is that it’s objective and then people in general, by definition, they’re subjective… Our stance on this whole thing is very much, everyone’s opinion is valid, regardless of your job title or your pay. It’s all valid and we all want to look at what options there are, but we want to run them through a test.
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-the-nice-thing-about-data-is-that-its-objective-and-then-pe