MRI-Simmons Partners with TransUnion

Consumer information and credit reporting company TransUnion has partnered with researcher MRI-Simmons, promising clients 'improved actionability across the addressable marketing ecosystem'.

TransUnion, which employs more than 13,000 associates operating in more than 30 countries, provides clients with an 'actionable view' of each consumer via its Tru system, originally used for credit ratings but now extended into marketing, fraud detection, risk assessment and advanced analytics. MRI-Simmons, operator of the Survey of the American Consumer, offers a single-source, nationally representative, privacy-compliant data set used for consumer profiling, media planning, data enrichment,and activation. The firm was launched as a joint venture in 2019 and is co-owned by GfK and SymphonyAI Group, with GfK (now combined with NIQ) as the majority partner.

The latest deal means MRI-Simmons data can be integrated with TransUnion's identities, enhancing the former's 60,000 consumer variables for data enrichment and activation; while users of TransUnion's TruAudience Data Marketplace now includes MRI-Simmons' audiences, allowing advertisers and publishers to reach precisely defined audiences in 80 million streaming households.

Josh Pisano (pictured), SVP of Business Development and Product Strategy at MRI-Simmons, comments: 'Our partnership with TransUnion simplifies how clients and partners can drive successful outcomes using consumer data. By leveraging TransUnion's graph, we can increase data interoperability without sacrificing the quality of our consumer signals'. Julie Clark, SVP of Media & Entertainment at TransUnion says customers are seeking 'sustainable solutions for the future of audience-based marketing', and comments: 'Our partnership with MRI-Simmons will power simpler, more interoperable, more readily available data insights and audiences that the ecosystem needs today'.

Web sites: www.transunion.com/business and www.mrisimmons.com .