Struggling with marketing measurement? You’re not alone.

Feeling the pressure to prove ROI across a dozen channels? Need to turn overwhelming data into a clear story for the C-suite? We see the struggle.

By ,
Head of Content & Media
Published on January 28, 2026 • Last updated on January 28, 2026 • 2 minutes read

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    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 Spiegel
    2:34: How do marketers feel about their measurement today?
    4:37: Measurement is they key to C-suite alignment
    8:22: Challenges facing challenger brands
    9:38: What’s the role of AI in marketing measurement?
    11:54: What will we be discussing about marketing measurement one year from now?
    15:00: AI is only as interesting as the data you give it

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    MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

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    Conversations with MarTech
    Mike Pastore
    Head of Content & Media

    Mike Pastore is the 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 then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.

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