New TransUnion Research Reveals Seven in 10 Marketing Leaders Struggle to Connect with Audiences Due to Complex Network of Martech Solutions and Identity Challenges
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
TransUnion (NYSE: TRU) ha rilasciato una nuova ricerca di Forrester Consulting che evidenzia le sfide significative nella gestione della tecnologia di marketing. Lo studio rivela che il 70% dei leader di marketing ha difficoltà a identificare e raggiungere il pubblico attraverso più punti di contatto, mentre due terzi gestiscono 16 o più soluzioni di martech.
La ricerca ha identificato principali sfide, tra cui l'incapacità di offrire personalizzazione lungo i percorsi dei clienti, difficoltà nel scalare gli sforzi di marketing, sfide nell'implementazione delle capacità di intelligenza artificiale e spese di marketing sprecate. Tuttavia, le organizzazioni che utilizzano strumenti di risoluzione dell'identità hanno riportato risultati positivi:
- Il 93% raggiunge o supera gli obiettivi di esperienza del cliente
- l'88% raggiunge o supera gli obiettivi di insights sui clienti
- il 79% raggiunge o supera gli obiettivi di decision-making basati sui dati
TransUnion (NYSE: TRU) publicó una nueva investigación de Forrester Consulting que destaca desafíos significativos en la gestión de la tecnología de marketing. El estudio revela que el 70% de los líderes de marketing tienen dificultades para identificar y alcanzar audiencias a través de múltiples puntos de contacto, mientras que dos tercios manejan 16 o más soluciones de martech.
La investigación identificó desafíos clave, incluyendo la incapacidad de ofrecer personalización a lo largo de los viajes del cliente, dificultades para escalar los esfuerzos de marketing, retos en la implementación de capacidades de inteligencia artificial, y gastos de marketing desperdiciados. Sin embargo, las organizaciones que utilizan herramientas de resolución de identidad informaron resultados positivos:
- El 93% cumple o supera los objetivos de experiencia del cliente
- El 88% cumple o supera los objetivos de insights del cliente
- El 79% cumple o supera los objetivos de toma de decisiones basadas en datos
TransUnion (NYSE: TRU)는 마케팅 기술 관리에서의 중요한 도전을 강조한 Forrester Consulting의 새로운 연구 결과를 발표했습니다. 연구에 따르면 70%의 마케팅 리더들이 여러 접점을 통해 청중을 식별하고 도달하는 데 어려움을 겪고 있으며, 3분의 2는 16개 이상의 마테크 솔루션을 관리하고 있습니다.
연구는 고객 여정 전반에 걸쳐 개인화를 제공할 수 없는 것, 마케팅 노력을 확장하는 데 어려움, 인공지능 기능 구현에서의 도전, 낭비되는 마케팅 지출과 같은 주요 도전 과제를 확인했습니다. 그러나 신원 확인 도구를 사용하는 조직에서는 긍정적인 결과를 보고했습니다:
- 93%는 고객 경험 목표를 달성하거나 초과 달성합니다.
- 88%는 고객 통찰력 목표를 달성하거나 초과 달성합니다.
- 79%는 데이터 기반 결정 목표를 달성하거나 초과 달성합니다.
TransUnion (NYSE: TRU) a publié une nouvelle recherche de Forrester Consulting mettant en lumière des défis significatifs dans la gestion de la technologie marketing. L'étude révèle que 70% des responsables marketing ont du mal à identifier et à atteindre des audiences à travers plusieurs points de contact, tandis que les deux tiers gèrent 16 solutions martech ou plus.
La recherche a identifié des défis clés, notamment l'incapacité à offrir de la personnalisation tout au long du parcours client, des difficultés à étendre les efforts marketing, des défis dans la mise en œuvre des capacités d'IA, et des dépenses marketing gaspillées. Cependant, les organisations utilisant des outils de résolution d'identité ont rapporté des résultats positifs :
- 93% atteignent ou dépassent leurs objectifs d'expérience client.
- 88% atteignent ou dépassent leurs objectifs d'analyses client.
- 79% atteignent ou dépassent leurs objectifs de prise de décision basée sur les données.
TransUnion (NYSE: TRU) hat eine neue Forschung von Forrester Consulting veröffentlicht, die erhebliche Herausforderungen im Management von Marketingtechnologie hervorhebt. Die Studie zeigt, dass 70% der Marketingleiter Schwierigkeiten haben, Zielgruppen über mehrere Kontaktpunkte hinweg zu identifizieren und zu erreichen, während zwei Drittel 16 oder mehr MarTech-Lösungen verwalten.
Die Forschung identifizierte wesentliche Herausforderungen, einschließlich der Unfähigkeit, Personalisierung über die Kundenreise hinweg anzubieten, Schwierigkeiten bei der Skalierung von Marketingbemühungen, Herausforderungen bei der Implementierung von KI-Funktionen und verschwendeten Marketingausgaben. Organisationen, die Identitätsauflösungswerkzeuge verwenden, berichten jedoch von positiven Ergebnissen:
- 93% erreichen oder übertreffen ihre Ziele für das Kundenerlebnis.
- 88% erreichen oder übertreffen ihre Ziele für Kundenanalysen.
- 79% erreichen oder übertreffen ihre Ziele für datengestützte Entscheidungsfindung.
- 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
- 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
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
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:
- Inability to deliver personalization across the customer journey;
- Difficulty scaling marketing efforts;
- An inability to effectively onboard AI capabilities for marketing;
- 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 |
| david.blumberg@transunion.com | |
| Telephone | 312-972-6646 |
FAQ
What are the main challenges revealed in TransUnion's 2024 marketing research?
How successful are companies using TransUnion's identity resolution tools?
What percentage of marketing leaders struggle with audience identification according to TRU's Q4 2024 study?
How many martech solutions do most companies manage according to TransUnion's 2024 research?
