Analytics IQ

Introduction

Founded in 2007, Analytics IQ is a predictive data and analytics company. The team is vastly made up of data scientists, analysts, researchers, and cognitive psychologists who have over 100 years of collective analytical experience.

Market Differentiator

As an offline marketing data creator and predictive analytics innovator, Analytics IQ's expertise is creating data that predicts information on consumers—not only who they are and what they do, but why they do it. Using mostly publicly available information, their goal is to give their clients a very complete view of their ideal consumer in a California Consumer Privacy Act (CCPA) privacy compliant way. Since they are still a small company, they are also known for being very nimble and working directly with clients and partners for niche asks that takes larger companies months and years to put on their product road maps.

Analytics IQ was the first data company to consistently blend cognitive psychology with sophisticated data science. Their methodology leverages their Cognitive Sciences team to design and capture the attitudes, actions, and associations of a consumer in relation to the factors they are working on to develop and predict. In so doing, they capture a multidimensional view of a consumer, which allows for a deeper understanding of a consumer’s beliefs and behaviors. The initial construct of this approach is executed in an effort to capture the necessary data via a survey process.

Characteristics

Supported Platforms

Web
Mobile Web
Mobile App

Geographical Availability

United States

Vertical Specialization

B2B - Link to employee information
Financial regulation - B friendly/FLA
Health/Wellness (HIPPA compliant)
Media/Entertainment - TV Viewership, Podcast, Streaming, Technology adapters, Cell/Mobile Devices
Interests
Travel
Auto

Data Taxonomy

As a Basis customer, you have access to Analytic IQ's syndicated taxonomy within the platform as well as the ability to add and create custom segments specific to your requirements.

Syndicated Taxonomy

The top categories include Auto, Business, Business to Employee, Employment/JobsIQ, Financial, Health/Wellness, Social Distancing, etc.

Custom Taxonomy

Segment Creation

To create a custom segment, reach out to Analytics IQ. Their operations team provides recommendations to create segments pertaining to the client's objective within 24 hours.

Segment Addition

Analytics IQ uses LiveRamp to get data into Basis. After they add the segment to distribution from within LiveRamp, Basis receives an automated email for the request along with the necessary details. This could take up to three business days. Then, Basis adds the segment within 24 hours of the receipt of the automated email.

Pricing

Syndicated audiences range from $0.62 - $2.75 CPM

Custom audiences range from $1.25 - $2.75 CPM

Methodology

Analytics IQ's PeopleCore database is a national representation of 241 million US adults. Their data has 100% coverage with name and address (PII). Their data within their walls at Analytics IQ is at the individual name and address level because they've found that this is a stable, consistent identifier that lets them have an accurate view of a consumer as they move throughout life. AIQ core data assets are refreshed every quarter. Each quarter that they refresh their data from their vendors, they refresh it with their platforms and partners within that same quarterly time frame and don't have any lag.

They get data at the name/address or geographic level from over 120+ sources. These are all public sources like:

Census
Econometric data from the US government
Summarized credit data from two different credit bureaus
Home sales information from county courthouses
Occupation information from state licensing boards
Past purchase behavior from catalogers and retailers that contribute their data to them at a category level
White pages

One source that is completely unique to them is their survey data.

This is where their in-house cognitive psychologist comes into play. They help to craft questions to a panel of consumers (monthly surveys) and get those responders back, then create models (typically at the individual level) that scores consumers from highly likely to highly unlikely to exhibit that characteristic. This methodology creates unique data assets very quickly to help meet changing trends / client requests.

On their proprietary survey, they use the first portion of every single survey to ask demographic questions. This ranges from age, gender, income, sexual orientation, marital status, co-habitation, ethnicity, language, home ownership, presence of children, income, etc.

BusinessCore Database:

Hybrid compilation of offline and online sources. Email, name, postal, and other relevant business card information is captured.
Company information, such as revenue, employees, and industry, is captured based on the domain identified in the email to fill out the profile.
Partnerships with retailers and websites that let customers receive opt-in, third-party offers that match their consumer data and allow data capture.
Business data is collected directly from companies through surveys and phone calls.
Alliances with marketing agencies and research companies contribute as well.

Provider Collateral