Audience Data Sessions: Q&A with TransUnion

Tell us about yourself and your role at TransUnion.  

My name is Dan White and I am an Account Director on the Partnerships team at TransUnion. My role is to find, onboard and support partners who would benefit from the value that TransUnion’s data brings to them and their consumers.

Tell us about TransUnion and what makes your data unique. 

CAMEO is TransUnion’s geodemographic datasets, which utilises a broad range of variables and data points to segment consumers according to their life stage and affluence. CAMEO offers deep insights into customer behaviour, preferences, and attitudes, their neighbours, and peers. This allows businesses to gain an enriched understanding of their existing and potential customers, and to deliver more targeted, personalised and engaging communications across the entire customer journey.

Why did you choose to partner with Eyeota, and what does this partnership unlock for advertisers? 

At TransUnion we work with a vast network of marketing activation and advertising partners and are always looked to expand this. We have worked with Eyeota for some time, delivering CAMEO’s UK data through the Eyeota Audience Marketplace. Given Eyeota’s global scale, the strengths of their audience data ecosystem, and the scalability of CAMEO insights it was an obvious choice to extend this partnership to include all 34 global markets we support.    

In which markets or regions can advertisers currently activate your data? 

CAMEO is available in 34 markets including the UK, Western Europe, Eastern Europe, USA, Canada, Mexico, Brazil, South Africa, Australia, New Zealand, Japan, South Korea, Philippines, Hong Kong and Singapore.

What trends are you seeing in the digital advertising space, and how is TransUnion evolving to meet these changes? 

Geodemographics are playing a transformative role in digital advertising, especially as marketers seek more precise, privacy-compliant ways to reach audiences and CAMEO provides this across 34 markets globally. CAMEO provides hyper-local precision enabling improved segmentation, and personalisation to enhance marketing planning and activation, and help drive improved ROI.

What’s your advice to advertisers exploring data-driven advertising strategies?

Data is only as powerful as the strategy behind it. Focus on relevance, respect, and results. Against a backdrop of challenging privacy regulations, the best campaigns combine smart geodemographic segmentation with creative storytelling that resonates with the audience - underpinned by responsible data use.

About TransUnion

TransUnion is a global information and insights company that makes trust possible. We do this by providing an actionable data picture of consumers so they can be reliably represented in the marketplace. We call this Information for Good®. With over 20 years of expertise in marketing, TransUnion help leading organisations across the globe deliver growth through actionable marketing insights and analytics.