TransUnion Announces Enhanced Identity Graph for Marketing Solutions
January 04 2024 - 8:00AM
TransUnion (NYSE: TRU) announced today the enhancement of its
TruAudience® marketing solutions line with the newly improved
TransUnion identity graph that delivers more accurate identity
resolution and robust demographic enrichment. This marks a
significant step forward in the integration of the Neustar and
TransUnion marketing businesses, as clients using products across
our portfolio benefit.
TransUnion’s identity graph serves as the single backbone for an
interoperable suite of identity-driven marketing products.
TransUnion’s unique approach to graph building incorporates
advanced artificial intelligence (AI) to cluster identifiers into
individuals and households and then score the strength of those
identities. This methodology helps drive greater scale and more
accuracy from the combined data assets of TransUnion and Neustar,
leading to superior recommendations.
The outcome is a substantial enhancement in consumer data depth,
breadth, and accuracy across offline and online customer journeys.
Customers may see more than a 25% increase in marketable phone
numbers and a 54% increase in targetable IP addresses because of
the enhancement.
“As the leading Spanish-language media company, our identity
solution needs to balance the scale of our audiences with a precise
view into how they can be engaged. TransUnion’s enhanced graph and
identity resolution process optimizes for both scale and accuracy,
allowing us to achieve superior, effective reach with
TelevisaUnivision Household Graph,” said Seema Patel, Senior Vice
President of Data Enterprise at TelevisaUnivision. “We’re excited
to build the future of addressability with our key customers and
partners, enabled by TransUnion.”
Improved demographic data completes
the holistic view of the consumer delivered by the TransUnion
identity graph. To demonstrate the strength of this data,
TransUnion recently joined The Truthset Data Collective, a
collaborative group consisting of more than 20 leading data
providers. TransUnion received top ranks for accuracy in linking
hashed email addresses to physical addresses, and across 11 crucial
demographic and small business categories. Hundreds of new
attributes ranging from life events to home ownership, interests,
and consumer & auto finance are now available.
The suite of TruAudience marketing solutions leveraging the
TransUnion identity graph include:
- Identity Resolution:
Allows clients to deduplicate and unify customer records by
resolving identities across channels and devices to a single
individual or household.
- Identity Appends:
Expands reach and improves connectivity by updating and integrating
new, valid customer contact information for deeper engagement
opportunities.
- Attribute Appends:
Enriches consumer insights with expansive demographic data to
enhance audience insights and segmentation, while enabling precise
targeting across marketing channels.
- Graph Extracts:
Efficiently builds and maintains a first-party identity graph to
power diverse applications from media monetization to identifying
and reaching new prospects based on specific data attributes and
consumer insights.
- ID Translation:
Improve interoperability with partners by translating IDs for
addressable activation and measurement.
Marketers can also access TransUnion identity solutions through
a Snowflake Native App. This allows customers to better protect and
govern consumer data assets by leveraging identity resolution in
the cloud and enhancing their collaborations with partners.
“TransUnion has innovated with Snowflake to reduce concerns
around security, privacy, and governance for customers on
Snowflake,” said Bill Stratton, Global Head, Media, Entertainment
& Advertising at Snowflake. “Together we look forward to
unlocking privacy-first consumer insights and a new paradigm of
interoperability with partners through the Snowflake Media Data
Cloud and Data Clean Room technology combined with TransUnion’s
identity graph.”
Identity Graph Metrics
Demonstrate Impact of Integration
Key performance indicators for the
TransUnion identity graph show the impact of the enhancement on
scale. Meanwhile, TransUnion remains focused on achieving high
levels of accuracy and providing transparency to customers through
the exposure of linkage scores. The verification of the graph by
both Truthset, and its use in high reliance use cases where
accuracy is critical, like marketing measurement, fraud and
compliance, reinforce its performance in accuracy.
The enhancement of TransUnion’s
identity graph has resulted in significant coverage improvements,
including:
- Data now represents 98% of the U.S.
adult population, including more than 125 million households and
250 million adults with a persistency rate of 99.5%.
- Active, appendable phone numbers and
emails surged by 25% and 22%, respectively; total phones used for
matching now reach 1.9 billion, incorporating 1 billion mobile
devices as the core of the identity graph, paired with over 1.6
billion U.S. email addresses ranked for quality and
deliverability.
- IP addresses linked to households
increased by 54%, totaling 111 million IPs associated with U.S.
households, as well as more than 1 billion device IDs.
- Demographic attributes increased to
700+ with a vast repository of 15,000 consumer propensities and
behaviors.
“Enhancements to our identity graph ensure businesses can
navigate a privacy-first marketing environment. TransUnion does
this by unifying online and offline consumer data through a
four-stage AI process, including data sourcing, matching, linking
data clusters and scoring identities,” said Michael Schoen, EVP and
head of TruAudience marketing solutions at TransUnion. “This
approach ultimately ensures more scalability and precision.”
TransUnion’s marketing solutions business, TruAudience®,
transforms marketing and media effectiveness with an integrated set
of identity resolution and enrichment, consumer insights, audience
activation, marketing mix modeling, and attribution solutions for
brands, agencies, publishers, and technology providers. Learn
more here.
About TransUnion (NYSE: TRU)TransUnion is a
global information and insights company with over 13,000 associates
operating in more than 30 countries. We make trust possible by
ensuring each person is reliably represented in the marketplace. We
do this with a Tru™ picture of each person: an actionable view of
consumers, stewarded with care. Through our acquisitions and
technology investments we have developed innovative solutions that
extend beyond our strong foundation in core credit into areas such
as marketing, fraud, risk and advanced analytics. As a result,
consumers and businesses can transact with confidence and achieve
great things. We call this Information for Good®—and it leads to
economic opportunity, great experiences and personal empowerment
for millions of people around the world.
ContactE-mailTelephone |
David Blumbergdavid.blumberg@transunion.com312-972-6646 |
TransUnion (NYSE:TRU)
Historical Stock Chart
From Apr 2024 to May 2024
TransUnion (NYSE:TRU)
Historical Stock Chart
From May 2023 to May 2024