Matt Dzugan

Questioner
DISC Type : c

Sr Director - Data at Muck Rack

Chicago, Illinois, United States

Overview

Matt Dzugan is the Sr Director of Data at Muck Rack, where he leads teams in enhancing the platforms data and AI capabilities. Described as an "analytical master, " he has a deep background in data science from roles at project44 and Uptake, and holds Masters and Bachelors degrees from Northwestern University.

Outside of his professional work, Matt explores the intersection of data and creativity. He is passionate about generative art and has developed personal projects that transform mundane data, like weather patterns and wind turbine outputs, into unique and beautiful visual pieces.

Unique fact: He creates intricate artwork generated from weather station data, a project that was recently featured in the book "Media Matters. "

Personality Overview

Systematic

Not Easily Convinced

Value Seeker

While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters.  They prefer to do thorough analysis of any situation. It is quite likely of them to ask for pricing or other concessions.

Topics They Care About

AI in Public Relations
He frequently speaks about how earned media is shaping AI responses and the emergence of Generative Engine Optimization (GEO) as a new standard for brand visibility.
Creative Data Visualization
He creates generative art from unconventional data sources, such as wind turbine outputs and weather patterns, sharing his work publicly.
Data-driven Comms
His work focuses on building models that enrich platforms with powerful data, helping PR and communications professionals drive measurable impact and prove their value.

Media Appearances

Matt has no verified media appearances

Work History

2-2025
Sr Director - Data at Muck Rack
6-2023 - 2-2025
Director - Data, Content Intelligence at Muck Rack
6-2024 - 12-2024
Instructor - Data at Southern Methodist University
4-2021 - 6-2023
Director of Data Science at project44
3-2019 - 4-2021
Data Science Manager at Uptake

Education

Master's degree from Northwestern University
Bachelor's degree from Northwestern University

More Information

Social Presence :

Prographics :

Exp : 13 Location : Chicago, Illinois, United States Job Level : Senior Designation : Sr Director - Data at Muck Rack
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Insights For Selling To Matt

During A Call Or A Meeting

DO's

  • Back up any claims with data and numbers
  • Emphasise more on facts and measurable benefits
  • Emphasize on objective proof of ROI, help them do a thorough evaluation

DONT's

  • Avoid rushing them, be polite and patient
  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.
  • Don’t depend too much on anecdotal evidence, it reduces their confidence

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Matt is

  • Ensuring that the product delivers ROI, cost-effective pricing and process compliance are very important for them.
  • Will you ever get a clear answer from Matt

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Matt move?

  • If they have the information that they need, they can move fast at making their decisions.
  • Can Matt take some risk or not?

  • They can take some risk if they are confident that they have analyzed the circumstances well.


You And Matt

Personality Compatibility


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