Unified Marketing Measurement for Asset Management

This case study details how a leading global asset manager addressed the challenge of fragmented marketing measurement by partnering with TransUnion to develop a unified solution. The asset manager had previously relied on three distinct methodologies: Marketing Mix Modeling (MMM), deterministic user-level attribution, and testing and experimentation. These approaches, while valuable, often produced conflicting results, complicating the brand's ability to innovate and respond to changing consumer behaviors. The new solution integrated these methodologies into a single platform, ensuring effective communication between datasets and maintaining model independence. Key features included a standardized taxonomy, granular confidence-weighted logic, and a unified output that combined insights from various sources. The outcome was a significant enhancement in the brand's marketing measurement capabilities, allowing for more efficient processes, improved collaboration among teams, and the ability to forecast and optimize campaigns effectively. This approach not only benefited the marketing department but also provided valuable insights to finance, sales, and product teams, fostering organizational alignment.