Measurement is a challenge for many marketers, thanks to the explosion of marketing channels, the overwhelming amount of data in today’s marketing, and the complicated relationships between marketing leaders and other top-level executives.
But how do marketers feel about their ability to measure their activities?
Research shows that many marketers are happy with their measurement, but that there is still a lot of room for improvement.
In this episode of Conversations with MarTech, we talk with Matt Spiegel, EVP of growth for TransUnion’s TruAudience business, about the state of marketing measurement, the role of AI, and what lies ahead.
Episode guide
0:43: Meet Matt Spiegel
2:34: How do marketers think about their measurement today?
4:37: Measurement is key to C-suite alignment
8:22: Challenges for Challenger Brands
9:38: What is the role of AI in marketing measurement?
11:54: What will we be discussing about marketing measurement a year from now?
3:00 PM: AI is only as interesting as the data you give it
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Mike Pastore is Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He went on to work with marketers at some of the best-known brands in B2B technology, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Before joining Third Door Media as editor-in-chief of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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