TransUnion <\/p>\n
Brand as Performance shows brand campaigns lift favorability up to 24%, with consumers who hold favorable opinions buying 4\u20135x more and driving 6x greater long-term sales impact<\/p>\n
CHICAGO, Oct. 02, 2025 (GLOBE NEWSWIRE) — TransUnion (NYSE: TRU), in partnership with MMA Global, today released a new whitepaper,\u00a0Giving Marketing the Credit it Deserves<\/a>, revealing how traditional measurement methods have undervalued the impact of brand marketing on sales by as much as 83%. The findings demonstrate that when properly measured, brand campaigns don\u2019t just build sentiment; they deliver performance by helping win new customers and driving long-term revenue growth.<\/p>\n For years, CMOs have struggled to make the business case for brands when boardroom metrics favored short-term performance. The new Brand as Performance (BaP) framework changes that by proving how brand-building translates directly to customer acquisition, retention, and sales. BaP was first introduced by MMA Global in 2022 and has now been validated across multiple industries.<\/p>\n \u201cBrand as Performance gives marketers the language and evidence to prove what they\u2019ve always known: brand drives growth,\u201d said Matt Spiegel, EVP of TruAudience Growth Strategy at TransUnion. \u201cBy linking brand-building directly to measurable outcomes, we\u2019re helping CMOs protect budgets, accelerate results, and speak to the C-suite with confidence.\u201d<\/p>\n \u201cWe now have a framework that proves brand investment compounds over time and drives growth in ways short-term tactics never could,\u201d said Greg Stuart, CEO of MMA Global. \u201cIt is the kind of evidence the industry has been missing.\u201d<\/p>\n The whitepaper features results from major U.S. brands, Ally, Kroger, and The Campbell\u2019s Company.<\/p>\n Key Takeaways:<\/p>\n Marketing impact has been systematically undervalued \u2014 by up to 83% under old methods.<\/p>\n Marketing drives favorability \u2014 with lifts of up to +24%, even for established brands.<\/p>\n Favorability drives conversion \u2014 favorable consumers purchase 4\u20135x more than non-favorables.<\/p>\n Brand impact compounds over time \u2014 long-term effects are 1.8x to 6x greater than short-term.<\/p>\n Brand-first strategies deliver real business growth \u2014 as shown by Ally\u2019s +16% more customers and +29% more accounts.<\/p>\n \u201cWe\u2019ve always believed our incredibly strong brand was the foundation of our growth,\u201d said Andrea Brimmer, Chief Marketing & PR Officer, Ally. \u201cThis work proved that a brand-first strategy not only builds equity, but also drives measurable business results \u2014 more customers, more accounts, and stronger long-term growth than chasing short-term wins.\u201d<\/p>\n The full whitepaper, Giving Marketing the Credit it Deserves, is available now. For more information, or to learn how to apply the Brand as Performance framework, click here<\/a>.<\/p>\n About the Whitepaper About TransUnion (NYSE: TRU) About MMA Global
The analysis was conducted by TransUnion\u2019s Marketing Solutions Knowledge Lab, MMA Global, and Rubinson Partners, Inc., with case studies from Ally, Kroger, and Campbell\u2019s. The studies used large-scale identity backbones \u2014 ranging from 400,000 to more than 1 million households \u2014 combined with 10,000+ consumer surveys and tracking periods of 9\u201310 months. Each case employed causal lift experiments, advanced attribution, and long-term measurement techniques.<\/p>\n
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\u2122 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\u00ae \u2014 and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world. http:\/\/www.transunion.com\/business<\/a><\/p>\n
Comprised of over 800-member companies globally, MMA Global is the only marketing trade association that brings together the full ecosystem of marketers, martech, adtech, media and other marketer supporting companies that work collaboratively architecting the future of marketing \u2014 while relentlessly fixated on delivering growth today. Led by CMOs, the MMA helps marketers lead the imperative for marketing change by taking on marketing\u2019s unanswered questions and challenging our commonly held beliefs. We are committed to science and questioning; believing that creating new & even revolutionary marketing impact is steeped in constructively challenging the status quo. MMA also works directly with members and business leaders to aggressively adopt peer-driven, proven, science-supported best practices \u2014 without compromise. The MMA invests millions in groundbreaking research to enable marketers with unassailable truth and actionable insights & tools. By enlightening, empowering and enabling marketers, the MMA shapes marketing\u2019s future success \u2014 while also propelling business growth. For more information see www.mmaglobal.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"TransUnion Brand as Performance shows brand campaigns lift favorability up to 24%, with consumers who hold favorable opinions…\n","protected":false},"author":2,"featured_media":184990,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[444],"tags":[93050,4533,49,48,93051,641,93052,638,93049,82,93048],"class_list":["post-184989","post","type-post","status-publish","format-standard","has-post-thumbnail","category-mma","tag-brand-impact","tag-business-growth","tag-ca","tag-canada","tag-chief-marketing","tag-fighting","tag-matt-spiegel","tag-mma","tag-mma-global","tag-sports","tag-transunion"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/184989","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=184989"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/184989\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/184990"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=184989"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=184989"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=184989"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}