New TransUnion Research Reveals Seven in 10 Marketing Leaders Struggle to Connect with Audiences Due to Complex Network of Martech Solutions and Identity Challenges

Rhea-AI Summary

TransUnion (NYSE: TRU) released new Forrester Consulting research highlighting significant challenges in marketing technology management. The study reveals that 70% of marketing leaders struggle to identify and reach audiences across multiple touchpoints, while two-thirds manage 16 or more martech solutions.

The research identified key challenges including inability to deliver personalization across customer journeys, difficulty scaling marketing efforts, challenges in implementing AI capabilities, and wasted marketing spend. However, organizations using identity resolution tools reported positive outcomes:

• 93% meet or exceed customer experience goals
• 88% meet or exceed customer insights goals
• 79% meet or exceed data-driven decision-making goals

Positive

• 93% of companies using identity resolution tools meet/exceed customer experience goals
• 88% success rate in improving customer insights for companies using identity solutions
• 79% achievement rate in data-driven decision-making goals with integrated systems

Negative

• 70% of marketing leaders struggle with audience identification across channels
• Two-thirds of companies face complexity managing 16+ martech solutions
• Reported inefficiencies in marketing spend due to fragmented systems

Insights

Market Research Analyst

The Forrester survey reveals concerning insights about the fragmented state of marketing technology stacks, but lacks material financial implications for TransUnion's immediate business performance. While 70% of marketing leaders struggling with audience identification represents a market opportunity and 93% of those using identity resolution tools report meeting goals, the research primarily serves as marketing collateral rather than demonstrating tangible business impact. The timing of this release during CES appears strategically designed to generate leads and awareness rather than showcase financial or operational developments that would impact investor decision-making.

The marketing technology landscape's complexity, with two-thirds of marketers using 16+ solutions, highlights a clear market need. However, this study functions more as a sales tool to position TransUnion's TruAudience solutions rather than providing material information about the company's market performance, revenue growth, or competitive position that would warrant investor attention.

Two-thirds of marketers use 16 or more martech solutions

CHICAGO, Jan. 08, 2025 (GLOBE NEWSWIRE) -- TransUnion (NYSE: TRU) announced today newly commissioned Forrester Consulting research that reveals the uphill battle many marketing teams face in managing fragmented martech systems and identity challenges. However, the research also highlights a clear path forward for organizations that leverage identity resolution tools to connect disparate data sets.

Forrester’s Q4 2024 Identity Resolution Survey found that 70% of marketing leaders struggle to identify and reach audiences across multiple touchpoints, making well-informed marketing strategies and connected customer experiences increasingly difficult to achieve. Additionally, two-thirds report juggling 16 or more martech solutions—a level of complexity that’s making it harder to achieve their goals.

Fragmentation in a brand’s marketing technology stack is a real barrier to executing strategically. According to the research, marketers identified the top challenges based on their current technology:

1. Inability to deliver personalization across the customer journey;
2. Difficulty scaling marketing efforts;
3. An inability to effectively onboard AI capabilities for marketing;
4. Wasted marketing spend.

"Marketing leaders know what they need to do—they’re just stuck juggling 16 or more martech solutions, creating overwhelming complexity," said Matt Spiegel, executive vice president and head of TruAudience marketing solutions at TransUnion. "It’s not about changing your stack but leveraging identity and data tools to connect these disconnected tools. Without that connection, inefficiencies become significant concerns. We hear from teams every day struggling to bring it all together. But when they do, the difference is massive."
     
The research findings reinforce this trend—organizations that utilize identity resolution tools to integrate their fragmented data sets are seeing significant improvements in their marketing outcomes.

More specifically:

• 93% are meeting or exceeding their customer experience and understanding goals.
• 88% are meeting or exceeding their goal to improve customer insights and understanding.
• 79% are meeting or exceeding their data-driven decision-making and adaptability goals.
  

"At the end of the day, it’s about being able to see your customers clearly. When you connect the dots between systems, you’re creating better experiences for people. And that’s what drives results," concluded Spiegel.

To explore the full research findings and learn how they can inform your strategy, click here. To better understand how to bring clarity to chaos in the marketing technology space, please meet with TransUnion at the Consumer Electronics Show (CES) from January 8-9. To schedule a meeting, click here.

About the Survey
Forrester’s Q4 2024 Identity Resolution Survey gathered insights from 325 martech decision-makers at US enterprises to evaluate the state of their martech and identity resolution programs. Questions provided to the participants asked about their marketing goals and challenges, as well as their plans for martech and identity resolution. The survey began in November 2024 and was completed in December 2024.

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
E-mail	david.blumberg@transunion.com
Telephone	312-972-6646

FAQ

What are the main challenges revealed in TransUnion's 2024 marketing research?

The research shows 70% of marketing leaders struggle with audience identification across channels, and two-thirds manage 16+ martech solutions, leading to personalization difficulties, scaling challenges, AI implementation issues, and wasted marketing spend.

How successful are companies using TransUnion's identity resolution tools?

Companies using identity resolution tools report 93% success in meeting customer experience goals, 88% in improving customer insights, and 79% in achieving data-driven decision-making objectives.

What percentage of marketing leaders struggle with audience identification according to TRU's Q4 2024 study?

According to TransUnion's Q4 2024 Forrester Consulting research, 70% of marketing leaders struggle to identify and reach audiences across multiple touchpoints.

How many martech solutions do most companies manage according to TransUnion's 2024 research?

According to the research, two-thirds of companies manage 16 or more marketing technology (martech) solutions simultaneously.