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
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
Improved demographic data completes the holistic view of the consumer delivered by the
The suite of TruAudience marketing solutions leveraging the
- 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 has innovated with Snowflake to reduce concerns around security, privacy, and governance for customers on Snowflake,” said
Identity Graph Metrics Demonstrate Impact of Integration
Key performance indicators for the
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’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
Contact Telephone | david.blumberg@transunion.com 312-972-6646 |
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