AnalyticsIQ logo

AnalyticsIQ

People-based marketing data and predictive analytics powered by cognitive psychology and data science.

Data & Analytics Growth Acquired
Visit Website

Overview

AnalyticsIQ is a people-based marketing data creator and predictive analytics company founded in 2007 in Atlanta, Georgia. The company blends cognitive psychology with data science to help organizations understand who consumers are, what they do, and why they make decisions. AnalyticsIQ employs cognitive scientists who design proprietary survey instruments to uncover true consumer beliefs, values, and motivations -- going deeper than standard demographic or behavioral data sources.

The company's flagship PeopleCore database covers more than 95% of U.S. adults (263 million individuals across 127 million households) with over 1,500 demographic, psychographic, attitudinal, and econometric attributes. These attributes are built using a proprietary surveying process guided by cognitive scientists and validated through machine learning, enabling insurance carriers and other marketers to identify consumers at the exact life moments when they are most likely to be in-market for coverage.

On July 1, 2025, AnalyticsIQ was acquired by Alliant, a data-driven marketing company backed by private equity firm Inverness Graham. Scarlett Shipp, AnalyticsIQ's CEO, was appointed CEO of the combined entity. The acquisition created a comprehensive data-driven marketing platform combining AnalyticsIQ's survey-based predictive modeling with Alliant's purchase-based audience graph and 400+ platform integrations.

Products & Services

PeopleCore

Flagship B2C consumer database covering 95%+ of U.S. adults (263 million individuals, 127 million households) with 1,500+ predictive attributes spanning demographics, psychographics, attitudes, financial behaviors, and economic indicators. Built through proprietary cognitive science-guided surveying and machine learning validation.

Key Features

  • 1,500+ consumer attributes per record across 263 million individuals
  • Life-event triggers for insurance need (marriage, birth, home purchase, vehicle purchase)
  • Propensity models for auto, home, life, and health insurance
  • In-market insurance shopper identification
  • Integration with major data distribution platforms (Snowflake, AWS Data Exchange)
  • Modular IQ data categories covering behavior, predictor, and demographic segments

Target Users: Insurance carriers, healthcare payers, financial services firms, retail brands

BusinessCore

B2B data solution profiling business decision-makers and company characteristics for commercial insurance and business-to-business marketing campaigns.

Key Features

  • Business decision-maker profiles
  • Company firmographic data
  • Commercial insurance prospect identification
  • B2B audience targeting

Target Users: Commercial insurance carriers, financial services companies

Connection+

B2B2C linkage data that connects professional and personal consumer profiles, enabling cross-channel marketing to individuals across their work and personal identities.

Key Features

  • Bridges B2B and B2C identity graphs
  • Cross-channel audience activation
  • Professional-to-personal data linkage

Target Users: Insurance carriers, financial services firms targeting both business owners and employees

Modeling & Analytics

Custom predictive modeling and analytics services that help organizations identify key audience segments and behavioral patterns using AnalyticsIQ's proprietary data assets.

Key Features

  • Bespoke insurance propensity models (auto, home, life, health)
  • Life-event trigger detection (marriage, new baby, relocation, vehicle purchase)
  • Response modeling and segmentation
  • In-market insurance shopper scoring

Target Users: P&C and life insurance carriers running direct mail or digital acquisition campaigns

Targeted Advertising & Identity Solutions

Audience activation and identity linkage services enabling campaign delivery across direct mail, mobile, online, email, and connected TV channels.

Key Features

  • Multi-channel campaign activation
  • Real-time audience recognition and data enrichment
  • Cross-device identity resolution
  • 400+ platform and destination integrations (via Alliant)

Target Users: Insurance marketers, media buyers

At a Glance

Founded
2007
Headquarters
Atlanta, Georgia
Employees
51-200
Funding
Acquired

Category & Focus

Category
Data & Analytics
Subcategories
People-based marketing data predictive modeling consumer segmentation identity resolution
Insurance Verticals
P&C Personal P&C Commercial Life & Annuity Health
Target Customers
Carriers

Customers

  • Insurance carriers (not publicly named)
  • Healthcare payers
  • Financial services firms
  • Automotive brands
  • Retail and e-commerce companies

Links

Similar Companies

Last updated: 2026-04-09