Core Insights - TransUnion has been recognized as a Leader in the Gartner Magic Quadrant for Marketing Mix Modeling (MMM) Solutions for the second consecutive year, highlighting its 'Completeness of Vision' and 'Ability to Execute' [1] - The recognition is seen as validation of TransUnion's investments in technology and innovation, which are aimed at helping clients turn insights into actionable strategies [1] - The TruAudience suite provides data-driven insights that enable businesses to plan, measure, and optimize their marketing efforts with confidence [1] Company Overview - TransUnion operates globally with over 13,000 associates in more than 30 countries, focusing on providing reliable consumer representation in the marketplace [4] - The company has expanded its offerings beyond core credit services into marketing, fraud, risk, and advanced analytics through acquisitions and technology investments [4] - TransUnion promotes the concept of "Information for Good," which aims to create economic opportunities and empower individuals worldwide [4] Product Capabilities - The TruAudience's MMM capabilities allow brands and agencies to utilize advanced analytics for performance optimization [1][5] - The company offers unified, SaaS-based tools for advanced MMM, attribution, and experimentation, facilitating scenario planning and complex analytics [5] - TransUnion supports in-housing initiatives through robust training programs and high adoption rates of transformation initiatives [5]

Core Insights - The analysis from TransUnion indicates that sophisticated targeting choices can significantly enhance return on ad spend (ROAS), with potential upsides reaching up to 9x [1][4][8] - The study reveals a performance gap based on audience targeting, where audiences with two optimal traits yield a 3.6x ROAS, and those with three optimal traits yield a 7.2x ROAS [2][4] - Conversely, sub-optimal targeting decisions can lead to severe declines in performance, with mistargeted campaigns experiencing a -90% ROAS [3][4] Targeting Analysis - The analysis evaluated 26 targeting attributes across six categories, including age, income, and neighborhood type, demonstrating that even minor variations can lead to significant changes in ROAS [6][10] - Marketers are encouraged to move beyond broad assumptions and explore precise combinations of targeting attributes to maximize performance [7][8] Methodology - The findings are based on Q4 2024 campaign data from 25 brands across five industries, analyzing a total spend of $1.5 billion and over 18.4 billion events across various media channels [10]