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TransUnion and Actable Prove AI Success Starts with Data: Partnership Delivers 10% Lift in Predictive Modeling

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CHICAGO, Jan. 14, 2026 (GLOBE NEWSWIRE) -- TransUnion (NYSE: TRU) today announced breakthrough resul...

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AI Summary

TransUnion's partnership with Actable led to a 10% improvement in AI marketing predictions, enhancing audience targeting and reducing inefficiencies for high-cost campaigns. This collaboration underscores the vital role of quality data in artificial intelligence, positively impacting marketing resource allocation and offering strategic advantages in customer engagement.

Sentiment Rationale

Enhanced AI capabilities can attract new customers and bolster revenue through advanced marketing solutions. Historical examples, like Microsoft's partnerships in AI, show significant positive impacts on stock performance following similar announcements.

Trading Thesis

Buy TRU for potential growth in marketing solutions impacting revenue in the next 12 months.

Market-Moving

  • The 10% improvement in AI model fit may attract new business clients.
  • Reduced false positives by 19.5% could lead to increased adoption of TruAudience solutions.
  • Strategic partnerships like this enhance TRU's competitive positioning in data-driven marketing.
  • Increased demand for AI-enabled solutions in marketing may drive TRU's stock higher.

Key Facts

  • TransUnion partners with Actable, improving AI-driven marketing predictions.
  • Collaboration achieves 10% enhancement in model fit for major retail campaigns.
  • TruAudience data reduces false positives by 19.5% in audience targeting.
  • Corporations investing in identity resolution are likely to excel with AI.
  • This partnership showcases effective use of third-party intelligence in marketing.

Companies Mentioned

  • Actable (N/A): Partnering with TransUnion to enhance predictive marketing capabilities.

Corporate Developments

This news fits into 'Corporate Developments' due to TransUnion's strategic alliance aimed at enhancing its service offerings. Such partnerships are crucial for company growth amidst increasing demand for data-driven solutions in marketing strategies.

TransUnion Partners with Actable to Achieve Significant AI-Driven Marketing Results

TransUnion (NYSE: TRU) has announced groundbreaking results from its collaboration with Actable, a leader in predictive intelligence for marketers. This partnership has successfully integrated TransUnion’s TruAudience® Marketing Solutions dataset into Actable’s machine learning models, leading to a 10% improvement in predictive model fit for AI-driven marketing initiatives. The collaboration aims to assist a major retailer in re-engaging customers who have shifted their purchasing to competitors, a challenge known for its high costs and data scarcity.

How Data Integration Enhanced Marketing Predictions

The integration of TruAudience Marketing Solutions data played a pivotal role in enhancing Actable’s AI models. By filling critical data gaps, Actable managed to reduce false positives by 19.5%, thereby improving audience targeting and increasing efficiency in high-cost marketing strategies, such as catalogs and paid media.

As noted by Brian Silver, EVP of Global Marketing Solutions at TransUnion, “AI isn’t magic; its output is only as good as the information it’s given. Garbage in, garbage out still applies. These results prove that when you start with a strong data foundation, AI can deliver meaningful lift and real ROI.”

Importance of Quality Data in AI Applications

Poor data quality and fragmented identity can significantly undermine predictive performance. TransUnion’s identity graph and enrichment capabilities offer a single source of truth that AI systems require. This foundation covers over 98% of the U.S. population, incorporating more than 700 demographic attributes and 15,000 behavioral signals.

“TruAudience data proved most powerful where knowledge gaps exist,” commented Matt Greitzer, Co-Founder of Actable. “This partnership demonstrates how third-party intelligence can unlock better outcomes for marketers.”

Business Impact and Future Applications

The enhanced AI model allows for more efficient allocation of marketing resources, especially in costly win-back campaigns. In addition to minimizing churn, the collaboration has identified several promising future applications, including:

  • Identifying site visitors with limited data
  • Prospecting for new customers
  • Targeting luxury goods and brands with extended buying cycles, where behavioral signals are weak

As AI adoption continues to accelerate, marketers who invest in identity resolution, seamless connectivity, and data enrichment will be best equipped to harness the full potential of these technologies.

About TransUnion and Actable

TransUnion (NYSE: TRU) is a global information and insights company with over 13,000 associates operating in more than 30 countries. The company strives to make trust possible by ensuring each consumer is reliably represented in the marketplace through a Tru™ picture of consumers, which promotes careful stewardship of data.

Actable’s Intelligence Factory transforms raw customer analytics into structured intelligence, fostering activation, predictive insights, and measurable business results.

Learn More

For more information about TransUnion’s Identity Solutions, visit TransUnion's business page.

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