The Next Generation of Marketing Mix Modeling   

At TransUnion, we understand the complexities and challenges marketers face in today’s fast-paced, data-driven world. That’s why we’re excited to share our latest breakthroughs in marketing analytics: "The TransUnion TruAudience TM Modeling Approach: The Next Generation of Marketing Mix Modeling." This whitepaper isn’t just a resource; it’s a roadmap for unlocking the full potential of your marketing strategies with precision, efficiency and scalability.  

Delve into the core of marketing mix modeling with insights that lay the foundation for a deeper understanding of its impact on modern marketing practices. Our guiding principles — centered around observed behaviors, holistic measurement and a balanced view of MMM vs. MTA — inform a strategic approach designed to effectively navigate today’s evolving marketing environment.  

Our flexible modeling framework is tailored to meet your business’s unique needs, incorporating an iterative development process, Bayesian inference and proactive refresh cycles. This helps ensure your marketing strategies aren’t only robust but also remain ahead of the curve in a constantly evolving market.  

Explore our methodological innovations where cutting-edge concepts like latent instrumental variables, recency weighting and time-varying coefficients come to life. These innovations, along with strategies for managing hyper-granularity and harmonizing multiple models, are what set TransUnion apart, driving unparalleled value and insights for our clients worldwide. 

By choosing TransUnion TruAudience, you’re partnering with a leader in data-driven marketing solutions. Our commitment is to empower your marketing efforts, enabling you to achieve and exceed your ROI goals with strategies that are both innovative and actionable.