Tim Ellis (NFL) | How the NFL Builds Culture, Not Just Fans

**Jim Stengel** (0:00)
Hey, everyone, Jim here, and I've got some exciting news. The CMO Podcast is now on YouTube. You can now watch our conversations, not just listen. See the expressions, the energy, and the insights that happen when we sit down with the world's top marketing leaders. Head over to YouTube and subscribe to our channel, The CMO Podcast, so you never miss an episode, and be part of the community. So please check it out, subscribe, and join the conversation. Hi, everyone, it's Jim. I have Matt Spiegel of TransUnion with me. Matt, I want to start with what do you love about your job?

**Matt Spiegel** (0:32)
Yeah, it's a great question, Jim. You know what? I love the fact that I get to be out at events and conferences and working with clients to really think about how marketers solve problems that matter at scale. The job of a marketer is as challenging as ever, and we get to do some interesting things to make their job easier.

**Jim Stengel** (0:47)
When you work with a client, where do you get the most satisfaction?

**Matt Spiegel** (0:50)
You know what? I think seeing ideas come to reality. We ultimately are an enable of great marketing, so we don't do creative, we don't do media planning, we provide the data, the identity insights, the measurement tools that make great marketing possible. So when we get to see the end product, some times later, it's really cool to see.

**Jim Stengel** (1:05)
Well, super to have you here, super to be a partner. Thanks for joining us today.

**Matt Spiegel** (1:09)
Thank you, Jim.

**Jim Stengel** (1:09)
So if you want to turn data into understanding and understanding into growth, visit transunion.com/clarity. Hi everyone, it's Jim. I'm here with Matt Spiegel, EVP of True Audience Growth Strategy at TransUnion. Matt, you've spent your career helping marketers understand people through data, and that's harder and more important now than ever.

**Matt Spiegel** (1:28)
It really is, Jim. There's really just so much information out there, and unfortunately, it's often disconnected. Marketers typically see fragments, you know, maybe a purchase here or a click there, but what they really need is clarity, true full picture of who their customers are, and ultimately how to reach them.

**Jim Stengel** (1:42)
Well, tell me how your solution strategy comes in and helps CMOs and their teams bring clarity to chaos.

**Matt Spiegel** (1:49)
Well, Jim, we ultimately do that with a 360 view of the customer. And so it's about ultimately combining data, truly trusted data, identity resolution, which is a deep analytical problem, and measurement that actually helps understand performance. So ultimately we work hard to help marketers move faster, to deepen their insights, and to ultimately make every dollar work harder. We believe strongly that when you truly understand your audience, you can build a real brand and real relationships with customers that last.

**Jim Stengel** (2:16)
Where were you when I was a CMO?

**Matt Spiegel** (2:18)
I don't know how to answer that.

**Jim Stengel** (2:20)
Learn more at transunion.com/clarity. That's transunion.com/clarity. What if the smartest marketing play is not to move forward, but to zoom out? Deloitte believes the most powerful move a CMO can make is to look beyond the next step and see the broader perspective. That's what the Deloitte CMO program is for, a place to gain fresh perspective and connect with leaders who've stood where you stand. Together, Deloitte will help you see the bigger picture, so your next move isn't just fast, but right. Learn more about the CMO program at cmo.deloitte.com.
What's the first brand you remember making an impact on you as a young boy?

**Tim Ellis** (2:57)
Does anybody remember Alka-Seltzer? Plop, plop, fizz, fizz?

**Jim Stengel** (3:01)
Yeah, I hope so.

**Tim Ellis** (3:01)
Like, I can't believe I ate the whole thing. Man, seeing that guy with that huge belly when his wife's trying to sleep and him sitting over there staring out at the void, saying, I can't believe I ate the whole thing. God, I'll never forget that. Because it was just like understanding the value of that product and understanding, like, how a customer feels, right? And what it means. That, to me, was like, it's also funny as hell.

**Jim Stengel** (3:30)
Hi, I'm Jim Stengel. I've helped hundreds of major brands discover and activate their purpose, because when a brand's purpose is clear, compelling and authentic, profit naturally follows. Each week, I welcome the CMOs, the chief marketing officers of your favorite brands, to speak to how their job is so much more than marketing. These leaders share their inspiration and challenges, along with how they try to build a full, healthy, and happy life in and out of the office. And it's that energy that reaches everyone they touch. And we're glad you're here to feel that energy and to learn from these remarkable leaders.