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

Core Insights - The collaboration between TransUnion and Actable has led to a 10% improvement in AI-driven marketing predictions by integrating TransUnion's TruAudience® Marketing Solutions dataset into Actable's machine learning models [1][2] - The project aimed to address the challenge of re-engaging customers for a major retailer, resulting in a 19.5% reduction in false positives, thereby enhancing audience targeting and marketing efficiency [2][4] Data Importance - High-quality data is essential for effective AI performance, with TransUnion's identity graph covering over 98% of the U.S. population and providing more than 700 demographic attributes and 15,000 behavioral signals [3] Business Impact and Future Applications - The enhanced AI model allows for more efficient marketing resource allocation, particularly in costly win-back campaigns, and identifies future use cases as AI adoption increases [4]