TransUnion today announced the launch of a new and improved identity graph to deliver better identity resolution and demographic enrichment. TransUnion is a major consumer credit reporting agency that also offers marketing solutions under the TruAudience brand. The identity graph supports the full range of these solutions.
The graph uses AI to cluster identifiers into individuals and households and evaluate the strength of the resulting profiles. The intention is to drive more value for marketers from the combined data assets of TransUnion and Neustar, the identity resolution vendor it acquired at the end of 2021.
Gauging the enhancements. TransUnion estimates that the new graph should increase marketable phone numbers by 25% and marketable IP addresses by 54%. TransUnion also recently received high ranks for accuracy in linking hashed email addresses to physical addresses, and across key demographic and small business categories (as assessed by The Truthset Data Collective).
The new identity graph offers the opportunity to add many new demographic attributes ranging from life events to home ownership, interests, and consumer and auto finance.
Why we care. Third-party cookies are on their way out of the door. Google really seems to mean it this time as it begins phasing them out for 1% of Chrome users. That may be a small percentage but it’s a lot of users. That leaves marketers and advertisers with the stark choice of abandoning any serious attempts at targeting, relying on varieties of contextual advertising, or finding alternative ways to identify audiences.
The many competing identity resolution solutions can contribute to the latter solution but they clearly still need work. Here’s an example of the work being done.
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TransUnion, a leading global information and insights company, has introduced an improved identity graph tool for marketing professionals. The new tool, called TruAudience, is designed to help marketers better understand and target their audiences by providing a more comprehensive view of consumer identities.
The TruAudience platform combines TransUnion’s extensive data assets with advanced technology to create a more accurate and complete picture of consumers. The tool uses a combination of offline and online data, including information from credit reports, public records, and digital behavior, to create a more holistic view of consumer identities.
One of the key features of TruAudience is its ability to link multiple devices and channels to a single consumer identity. This allows marketers to better understand how consumers interact with their brand across different touchpoints and to deliver more personalized and relevant messaging.
The tool also includes advanced analytics capabilities, such as predictive modeling and audience segmentation, to help marketers identify and target high-value customers. Additionally, TruAudience offers privacy-compliant data onboarding and activation, allowing marketers to safely and securely use their own first-party data in conjunction with TransUnion’s data assets.
TransUnion’s improved identity graph tool is a response to the growing need for more accurate and comprehensive consumer data in the marketing industry. As consumers become more connected and their behavior more complex, marketers need better tools to understand and reach their target audiences.
TruAudience is just one example of how TransUnion is leveraging its vast data assets and technology to help businesses make more informed decisions. With the introduction of this improved identity graph tool, TransUnion is helping marketing professionals stay ahead of the curve in an ever-changing digital landscape.
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