Matt Spiegel, EVP of TruAudience Growth Strategy at TransUnion, says AI is not a shortcut around your data problems — it’s a force multiplier that makes them bigger. New TransUnion research found 89% of marketers are increasing AI investment while only 13% have fully scaled it.
Adoption is not the same as scale. Nearly half of surveyed leaders say AI now spans multiple core marketing functions, but only 13% have scaled it fully. Spiegel on what stalls organizations between a working pilot and enterprise integration.
Confidence is running ahead of readiness. 64% are confident they’ll hit their AI goals, yet just 42% rate their people readiness as high and only 36% say the same of data and process. Spiegel on what “data ready” actually requires — unification, identity resolution, or governance.
Efficiency metrics are hiding the real question. 65% of marketers measure AI success primarily through time and cost savings, while fewer than half use marketing mix modeling, multi-touch attribution, or incrementality testing. Spiegel on building a measurement framework a board will accept.
About Matt Spiegel
At TransUnion, Matt drives the growth strategy for TruAudience, the company’s suite of marketing data products. He partners with product and market leaders to align client needs with innovation, ensuring strategic synergy across teams. His leadership stems from deep experience: he previously led TransUnion’s Marketing Solutions and Media & Entertainment businesses, and has spent decades at the intersection of marketing, media, data, and technology.
Before joining TransUnion in 2018, Matt was SVP at MediaLink, where he managed Fortune 100 client relationships and built their Data and Technology Practice. Earlier, he founded Resolution Media, Omnicom’s search marketing agency, and as Global Digital CEO of Omnicom Media Group, he launched the company’s programmatic buying capabilities.
A recognized business builder and change agent, Matt has held roles as an entrepreneur, agency executive, and strategic consultant. He’s a Crain’s Chicago Business 40 Under 40 honoree and currently advises startups and young entrepreneurs. He also serves on the board of The KWOE Foundation. Matt lives in Chicago with his wife, Marnie, and their two children, Leo and Penny.
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