#765: Hexagon AB's George Chang on building a unified system of marketing measurement

When it comes to your digital experience, how often does a ‘great idea’ from a senior leader’s gut feeling get completely dismantled by actual user data?
Agility requires the willingness to be wrong and the systems to prove it quickly. It’s about building a culture that values learning over being right and relentlessly iterates based on real human behavior, not internal assumptions.

Today, we're going to talk about moving beyond ‘best practice’ and intuition to build a truly data-driven digital experience. We'll explore how to create a disciplined conversion rate optimization program where usability testing, A/B experimentation, and personalization aren’t just separate tactics, but a unified system, especially within a powerful platform like SitecoreAI, to build experiences that adapt to customer needs, not just our assumptions about them.

To help me discuss this topic, I'd like to welcome, George Chang, Senior Director, Digital Experience & Technology Corporate Marketing at Hexagon AB.
About George Chang

George Chang is the Senior Director of Digital Experience at Hexagon, leading digital transformation efforts to modernize web experiences, streamline operations, and drive business impact. With 25+ years of experience in development, marketing technology, content strategy, and digital platforms, he brings a unique ability to turn technical insights into strategic impact. A 9-time Sitecore MVP, George is an active voice in the DX community, advocating for scalable, user-centric experiences.

George Chang on LinkedIn: https://www.linkedin.com/in/georgechang/

Resources

Hexagon AB: https://www.hexagon.com

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