Navigating the intricate web of today’s consumer journey has never been more demanding. Traditional models often give credit to the last touchpoint before a purchase, a mechanism known as last-click attribution. Yet, platforms like TikTok demonstrate a different scenario. A notable 35% of users who got introduced to a brand on TikTok and viewed its ad didn’t click it within a month.
Addressing this analytical blind spot, the global sensation TikTok has teamed up with TransUnion TruAudience Marketing Solutions, a pioneer in data-centric marketing. This move amplifies a bond initiated between TikTok and Neustar, absorbed by TransUnion in 2021. Together, TikTok and TransUnion are poised to bestow unparalleled insights on campaign analytics. This collaboration promises to bolster marketing returns for a diverse spectrum of U.S. enterprises, from nascent startups to industry titans, all of whom rely heavily on TikTok to connect with their audience.
The magic wand in this alliance is TransUnion’s TruAudience Marketing Attribution tool. Instead of being tethered to a single touchpoint, it spreads conversion credit across various customer interactions. Marketers now gain a magnified view of their campaign strategies: pinpointing the most potent channels for conversion and determining the most influential touchpoints within them. During preliminary testing in 2022, TikTok’s effectiveness stood out prominently for nearly every TransUnion client.
Further, elevating its prowess, TransUnion’s TruAudience Analytics offers microscopic insights, right down to individual campaigns. This facilitates real-time strategy adjustments and a granular understanding of the customer’s conversion journey. Through this alliance, TikTok advertisers can garner a comprehensive insight into their cross-channel campaigns. Initial data reveals a striking fact: 40% or more of the target audience reached on TikTok are distinctive, without parallels in other media plans.
In a dynamic landscape, continuous innovation in measurement and attribution is paramount. Advertisers yearn for a panoramic view across every invested channel, coupled with the freedom to employ independent third-party solutions for performance validation. In response, TikTok is fostering an expansive measurement partner ecosystem, ensuring both choice and transparency are at advertisers’ fingertips.
For businesses eager to harness TransUnion’s TruAudience Analytics, they can effortlessly bridge the gap via their TikTok Brand Partnership Manager or Measurement Partner. By synergizing with TransUnion, companies can tap into the future of marketing analytics, empowering them to navigate the multi-faceted terrains of modern consumer journeys.
In a world where every touchpoint in the customer’s journey counts, TikTok’s strategic partnership with TransUnion is a game-changer. This collaboration promises to transform the landscape of marketing analytics, ensuring every interaction, click, or view gets its deserved credit.
