TransUnion Launches Turnkey Triggers

TransUnion Turnkey Triggers helps organizations identify, contact and acquire their best prospects all in one seamless solution. The service works by allowing marketers to establish a unique set of credit-specific criteria that indicate an increased likelihood of response to a particular offer. Powered by TransUnion's Predictive Triggers Platform, customers can empirically test different scenarios to determine exactly what behavior precedes a consumer action. Then, shortly after a prospective or existing customer's credit profile changes to match these criteria, a custom-designed communication is sent with a targeted offer and response is managed through customizable, online response tools. Depending on the communications medium selected, the process can be completed in as quick as a few hours and be analyzed and tweaked as necessary in order to become optimized. It can work in both an acquisition and cross-sell or up-sell environment.

"This takes one-to-one marketing to a new level," said Michael Browning, executive vice president of TransUnion's Marketing Solutions division. "TransUnion Turnkey Triggers gives our customers an automated solution that leverages both our predictive data and direct marketing expertise to execute all aspects of a marketing campaign. This is truly an industry first and represents TransUnion's commitment to help our customers more effectively and efficiently acquire new customers and manage existing customer relationships."

Organizations can decide between two distinct options of Turnkey Triggers that best meet their needs and resources. In addition to the highly customized version, a standard option called Acquisition Triggers is available that leverages TransUnion Predictive Trigger Models. This offering, designed for marketers who do not require substantial customization, allows organizations to take advantage of one of the six predictive models designed by TransUnion's analytic experts. These include the following models that predict future consumer behavior:

• Open a bankcard and transfer a balance greater than $500 within a month
• Open a new prime bankcard within a month
• Have a new mortgage inquiry within a month
• Have a new bankcard inquiry within a month
• Open a sub-prime bankcard within a month
• Open a new home-equity trade within a month

The 2005 Direct Marketing Association's Customer Prospecting and Retention Report found that "Testing and Tracking" and "Access to New Names" were rated the two most important direct marketing activities in terms of their relative importance to overall marketing success. "Both of these activities can be improved through our new offerings," added Browning. "By developing and testing a campaign driven by TransUnion Turnkey Triggers, marketers can expand their prospect universe and capitalize on opportunities at every stage of the customer lifecycle - from acquisition to cross sell, to retention and management."