Struggling with marketing measurement? You're not alone. | MarTech

"Measurement poses a challenge for many marketers, thanks to the explosion in marketing channels, the overwhelming amount of data in marketing today and the complicated relationships between marketing leaders and other C-suite executives. But how do marketers feel about their ability to measure their activities? Research says many marketers are happy with their measurement, but that there's still plenty of room for improvement."

"In this episode of Conversations with MarTech, we're talking to Matt Spiegel, EVP of growth for TransUnion's TruAudience business, about the state of marketing measurement, the role of AI and what's ahead. Episode guide 0:43: Meet Matt Spiegel2:34: How do marketers feel about their measurement today?4:37: Measurement is they key to C-suite alignment8:22: Challenges facing challenger brands9:38: What's the role of AI in marketing measurement?"

Measurement challenges stem from the explosion of marketing channels, overwhelming data volumes, and complex relationships between marketing leaders and other C-suite executives. Many marketers report satisfaction with current measurement efforts, yet persistent gaps remain that hinder full accountability and optimization. Effective measurement is essential for C-suite alignment and for demonstrating marketing’s contribution to business results. Challenger brands often struggle with scale, resources, and tracking across fragmented channels. Artificial intelligence can enhance measurement capabilities, but AI outputs are limited by the quality, completeness, and accessibility of underlying data. Ongoing focus on data strategy and measurement methods will drive improvement.

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