Putting AI to Work with Actable and TransUnion

AI holds immense promise for marketers, but it’s not a silver bullet. Without clean, connected data, even the most advanced models will struggle to deliver meaningful results.

Actable, a leading consumer insights provider, faced this exact challenge while supporting a major US retailer’s win‑back campaign. The retailer’s marketing and data teams needed to identify which lapsed customers were most likely to reengage, but their stale and incomplete first-party data made it hard to separate converting signals from inefficient noise.

But after matching the retailer’s data to TransUnion’s identity graph and selecting high‑value attributes, Actable rebuilt its model inputs with greater clarity and accuracy — resulting in stronger AI performance and more efficient marketing.

With TransUnion^®, Actable helped its retail client:

• Improve model fit by 10%
• Reduce false positives by 19.5%

Actable rebuilt its model inputs with greater clarity and accuracy, giving the team the confidence it needed to move forward.