TransUnion Announces Enhanced Identity Graph for Marketing Solutions

TransUnion announced 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.”

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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.

SOURCE: GlobeNewswire