Artificial Intelligence
Transunion And Actable Prove AI Success Starts With Data: Partnership Delivers 10% Lift In Predictive Modeling
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As marketers race to adopt AI, new results underscore the critical role of a strong data foundation in driving real business outcomes
CHICAGO, Jan. 14, 2026 (GLOBE NEWSWIRE) -- TransUnion (NYSE: TRU) today announced breakthrough results from a collaboration with Actable, a leader in predictive intelligence for marketers. By integrating TransUnion’s TruAudience® Marketing Solutions dataset into Actable’s machine learning models, the partnership achieved a 10% improvement in model fit for AI-driven marketing predictions.
The project focused on a win-back use case for a major retailer seeking to re-engage customers who now buy from competitors, a notoriously costly and data-scarce challenge. With TruAudience Marketing Solutions data filling critical gaps within the AI model, Actable reduced false positives by 19.5%, to improve audience targeting and enable more efficiency for high-cost marketing tactics, like catalogs and paid media.
Read the full findings in TransUnion’s What Does AI-Ready Really Mean?
“AI isn’t magic, its output is only as good as the information it's given,” said Brian Silver, EVP of Global Marketing Solutions at TransUnion. “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.”
Why Data Matters for AI
Poor data quality and fragmented identity undermine predictive performance. TransUnion’s identity graph and enrichment capabilities provide the single source of truth AI systems need—covering 98%+ of the U.S. population, with 700+ demographic attributes and 15,000+ behavioral signals.
“TruAudience data proved most powerful where knowledge gaps exist,” said 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 model enables more efficient allocation of marketing resources, particularly for expensive win-back campaigns. Beyond churn reduction, the collaboration identified promising future use cases, including:
- Site visitors with limited data
- Prospecting for new customers
- Luxury goods and brands with long buying cycles, where behavioral signals are weak
As AI adoption accelerates, marketers who invest in identity resolution, seamless connectivity, and data enrichment will be best positioned to realize its full potential.
Learn more about TransUnion’s Identity Solutions here.
About Actable
Actable’s Intelligence Factory turns raw customer analytics into structured intelligence that powers activation, predictive insights, and measurable business results.
About TransUnion (NYSE: TRU)
TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru™ picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good® — and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world. http://www.transunion.com/business
| Contact | Dave Blumberg |
| TransUnion | |
| david.blumberg@transunion.com | |
| Telephone | 312-972-6646 |
Frequently Asked Questions
What was the key outcome of the TransUnion and Actable collaboration?
The collaboration achieved a 10% improvement in model fit for AI-driven marketing predictions, significantly enhancing audience targeting and efficiency for high-cost marketing tactics.
Why is a strong data foundation crucial for AI in marketing?
Poor data quality and fragmented identity undermine predictive performance. A strong data foundation, like TransUnion's identity graph, provides the accurate, comprehensive information AI systems need to deliver meaningful lift and real ROI.
What specific marketing challenge did this partnership address?
The project focused on a win-back use case for a major retailer, aiming to re-engage customers who had switched to competitors, a notoriously costly and data-scarce challenge.
First published on Fri, Jan 16, 2026
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