CHICAGO, Jan. 04, 2024 (GLOBE NEWSWIRE) -- TransUnion (NYSE: TRU) today announced the expansion of its TruAudience® line of marketing solutions with the new and enhanced TransUnion Identity Graph, which provides better identity definition and greater demographic diversity. This is an important step in integrating the marketing activities of Newstar and TransUnion and will benefit customers using our product portfolio.
The TransUnion Identity Graph serves as the unifying foundation for an interoperable suite of identity-based marketing products. TransUnion's unique graph-based approach incorporates advanced artificial intelligence (AI) to collect individual and family identifiers and evaluate the credibility of those identifiers. This approach helps increase the scale and accuracy of TransUnion and Neustar's combined information resources, resulting in superior recommendations.
The result is a significant increase in the depth, breadth and accuracy of customer data across the entire customer journey, offline and online. With these improvements, customers are seeing a 25% increase in the number of business phone numbers and a 54% increase in the number of destination IP addresses.
“As a leader in Hispanic media, our identity decisions must balance the scale of our audience with a clear understanding of how they can interact. TransUnion's advanced planning and identifier assignment process optimizes both scale and accuracy, allowing us TelevisaUnivision to achieve the highest, most efficient reach through its national program,” said Seema Patel, executive vice president of TelevisaUnivision's data business. “We are excited to build the future of addressability with our key customers and partners through TransUnion.
The expanded population complements the holistic view of the customer represented by TransUnion's identity graph. To demonstrate the power of this data, TransUnion recently joined The TruthSet Data Collective, a collaborative group of more than 20 leading data providers. TransUnion received high marks for accuracy in 11 key demographic and small business categories, including physical addresses and email addresses. Hundreds of new features are now available, from life events to homeownership, interest, consumer and auto finance.
TruAudience marketing suite featuring TransUnion branded graphics:
- Definition of personality. Allows customers to duplicate and consolidate customer records, establishing identity across channels and devices within the same person or family.
- Adds personality. Expands reach and improves engagement by updating and integrating new, valid customer contact information for deeper engagement.
- Adds attributes. Enriches consumer insights with rich demographic data to improve audience understanding and segmentation while enabling accurate targeting across all marketing channels.
- Sections of the diagram. Efficiently creates and manages an identity graph to support applications ranging from media monetization to discovering and reaching new prospects based on specific data attributes and consumer insights.
- Translation of identity documents . Improve partner engagement by transforming IDs into targeted activation and measurement.
Marketers can also access TransUnion's identity solutions through the on-premises Snowflake app. This enables customers to better protect and manage customer data assets and improve collaboration with partners using a cloud-based identity solution.
“TransUnion has implemented Snowflake innovations to mitigate Snowflake's security, privacy and customer management concerns,” said Bill Stratton, Snowflake's head of media, entertainment and advertising. “Together, we look forward to a new paradigm in consumer privacy and partner engagement with Snowflake Media Data Cloud and Data Clean Room technology combined with TransUnion’s Identity Graph.
The identity graph shows the effect of matrix integration.
The TransUnion Identity graph shows the impact of improvements on the KPI scale. At the same time, TransUnion is focusing on achieving greater accuracy and transparency for customers by publishing tests. Graphical verification and use of TruthSet in high-trust applications where accuracy is important, such as marketing metrics, fraud, and compliance, improves its accuracy.
TransUnion's enhanced detection schedule has resulted in significant coverage improvements, including:
- The data currently represents 98% of the US adult population with over 125 million households and 250 million adults with a retention rate of 99.5%.
- The number of active phone numbers and email addresses that can be added increased by 25% and 22%, respectively. The total number of phones used for matching has now reached 1.9 billion, with 1 billion mobile devices forming the core of the identity graph combined with more than 1.6 billion email addresses in the United States, classified by quality and availability .
- IP addresses associated with homes increased 54% to 111 million IP addresses associated with homes in the US and more than 1 billion device IDs.
- Expanded over 700 demographic characteristics with an extensive set of 15,000 consumer trends and behaviors.
“Our enhancements to the Identity Graph ensure that businesses can navigate a marketing environment where privacy is paramount. To achieve this, TransUnion combines online and offline consumer data through a four-stage artificial intelligence process, including data discovery, matching, data aggregation and personality assessment. is,” said Michael Schon, executive vice president of TruAudience Marketing Solutions at TransUnion. “This approach ultimately provides greater scalability and accuracy.”
TransUnion's marketing solutions division, TruAudience® , transforms marketing and media performance with solutions for identity and enrichment, consumer insights, audience activation, marketing mix modeling and attribution for brands, agencies, publishers and technology providers. Find out more here.
About TransUnion (NYSE: TRU)
TransUnion is a global data and analytics company with more than 13,000 partners operating in more than 30 countries. We believe that every person will be reliably represented in the market. We do this through the Everyman's True™ image; An actionable and intelligently managed view of the consumer. Through our acquisitions and technology investments, we have developed innovative solutions that go beyond our strong credit base in areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve better results. We call it Information for Good®, and it brings economic opportunity, remarkable experiences and personal empowerment to millions of people around the world.
| Contact: l telephone | David Bloomberg david.blumberg@transunion.com 312-972-6646 |
