Marketers are investing heavily in AI, but many still lack the connected data, internal processes, and measurement approach needed to prove its value. Matt explains why organizations need to stop chasing the technology itself, connect customer information across the business, and build a measurement story that makes sense from individual campaigns all the way to the C-suite.
Welcome to Modern Marketing & Measurement. Our guest today is Matt Spiegel, EVP, TruAudience Growth Strategy at TransUnion. Marketers are putting more money into AI, but the return is not always keeping pace. Matt joins us to talk about why the problem often starts with disconnected data, how companies can create a clearer picture of marketing performance, and what needs to be in place before even more AI spending enters the 2027 budget.
Five Main Points
- Marketers are chasing AI before defining the problem. Companies are eager to show that they have an AI strategy, but many have not yet connected the technology to a specific business need or built the foundation required to use it well.
- More data does not automatically lead to better decisions. Most organizations have plenty of information, but it is often divided among CRM systems, ecommerce platforms, stores, media partners, and other sources. The real challenge is connecting those signals and turning them into action.
- No single measurement tool tells the full story. Marketing mix modeling, attribution analysis, and controlled testing answer different questions. Matt explains why marketers need the right combination of tools, along with enough consistency for the results to tell the same larger story.
- The C-suite needs a clearer view of marketing performance. When separate vendors and platforms each report their own results, marketing may appear to be generating more growth than the company is actually seeing. A shared, top-down approach can give leadership confidence while still providing detailed information for the teams making campaign decisions.
- AI readiness can begin with one practical problem. Marketers do not have to connect every system at once. They can start with a specific growth or efficiency challenge, whether that means improving segmentation, measuring incrementality, or creating more relevant customer experiences.
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