Executive Interview with Allyson Dietz, Marketing Solutions Strategy, Trans Union

Trans Union is a company that you may think you know but by looking closely, you will discover surprises. As you will hear in this interview, it is a company built on trust. It uses data to create reliable customer identities upon which brands can generate strong data signals and create long term relationships. Its unique mission is to create “Information for Good®,” leading to economic opportunity, great experiences, and personal empowerment.

The company released research in collaboration with Forrester in January 2025. Forrester’s Q4 2024 Identity Resolution Survey found that 70% of marketing leaders struggle to identify and reach audiences across multiple touchpoints, making well-informed marketing strategies and connected customer experiences increasingly difficult to achieve. Today’s marketing stack is complicated, and Allyson provides findings from the research that will help all marketers make better use of their data.

This interview is part of the CMO Council / Wise Marketer interview series. The Chief Marketing Officer (CMO) Council, established in 2001, is a peer-powered network of more than 16,000 chief marketing executives in 10,000 companies across 120 countries. Membership requires demonstration of marketing expertise, a proven history of accomplishment, and leadership in marketing innovation and digital transformation.

Time Stamps for the Time Starved

:25 – Start

1:08 – Who is Trans Union Today?

2:55 – Is Data Still the New Oil?

4:27 – A Day in the Life for Allyson Dietz

6:40 – How Trans Union Creates Information for Good

8:00 – New Research with Forrester Consulting

9:48 – Balancing Data Solutions with Tech Debt

11:27 – Prioritizing Data Objectives

13:24 – Navigating a Chaotic Market

14:42 – The Role of Zero-Party Data

16:19 – Forrester’s Q4 2024 Identity Resolution Survey

17:32 – End