Analytics IQ
AnalyticsIQ is an Atlanta-based predictive marketing data company that combines cognitive psychology with machine learning to deliver 1500+ attributes across 264M+ consumers and 25M+ businesses, serving enterprise marketers in financial services, healthcare, retail, and other verticals via subscription licensing and data marketplaces.
- Company typePrivate
- Founded2025
- HeadquartersAtlanta, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Analytics IQ does
AnalyticsIQ is a private, Atlanta-based people-based marketing data company founded in 2007 that builds predictive consumer and business datasets by combining cognitive psychology research with machine learning and statistical modeling. Its platform is organized around three core databases: PeopleCore, a B2C marketing database covering more than 264 million individuals and 130 million households with 1500+ predictive attributes; BusinessCore, a B2B dataset spanning 25 million+ businesses and 124 million+ professionals; and Connection+, which links personal and professional identities through 72 million+ B2B2C linkages with an 80%+ average small business identification rate. A 4-million-person survey panel designed by in-house cognitive scientists feeds the underlying attribute engine, with granularity such as income reported to the nearest thousand rather than in ranges. The company is CCPA and HIPAA compliant.
The company monetizes through subscription data licensing (annual budgets typically $50K–$1M+ per client), usage-based CPM access through partner platforms, custom research and modeling engagements delivered in under 90 days, and marketplace listings on Snowflake and AWS Data Exchange. Distribution extends across LiveRamp, The Trade Desk, TransUnion, Viant/Adelphic, Lotame, Eyeota, Karlsgate, Datavant, and Narrative. Customers span financial services, non-profit, retail, ad agencies, political, travel, healthcare, automotive, and membership verticals, with documented outcomes including an 86.4% lift in credit card campaign response rates and a 49% boost in identity match rates. Following founder Dave Kelly's retirement in July 2023, Scarlett Shipp was appointed CEO. In June 2025, AnalyticsIQ was acquired by Alliant, a marketing data company backed by private equity firm Inverness Graham, with Shipp becoming CEO of the combined business.
Analytics IQ firmographics
Firmographics- Name
- Analytics IQ
- Legal name
- AnalyticsIQ
- Website
- https://analytics-iq.com
- Company type
- Private
- Founded year
- 2025
- Operating status
- Acquired
- Headcount range
- 51–100 employees
- Short description
- AnalyticsIQ is an Atlanta-based predictive marketing data company that combines cognitive psychology with machine learning to deliver 1500+ attributes across 264M+ consumers and 25M+ businesses, serving enterprise marketers in financial services, healthcare, retail, and other verticals via subscription licensing and data marketplaces.
- Ownership category
- akta.pro rank
Analytics IQ industry classification
Industry- Product category
- Marketing Data and Predictive Analytics
- NAICS
- Marketing Research and Public Opinion Polling (541910), Custom Computer Programming Services (541511)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Data & Analytics for CRM (Attribution, BI, Predictive) (BPAFAFAE)
- akta.pro secondary industries
- Customer Churn, CLV & Retention Intelligence (HDAAAHAC), Direct Response & Database Marketing (Mailing Lists, Data Hygiene) (MPAAAIAK), Data Analytics & Business Intelligence Services (BPAHALAC)
Keywords
Where Analytics IQ is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Analytics IQ business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Data Licensing: License the data for specific use cases. Organizations with annual data budgets ranging from $50,000 to $1M+ engage through licensing agreements. Multi-year agreements provide pricing efficiencies and ongoing access to most up-to-date data.
- Usage-Based Data Access: CPM (cost per thousand records) pricing model for usage-based consumption. Data available through partner platforms where clients pay based on consumption.
- Custom Research & Modeling Services: Custom analytics, research, and model-building services. Organizations can engage for custom data sets, bespoke predictive models, profile reports, and market intelligence with results delivered in under 90 days.
- Platform Marketplace Access: Data available through Snowflake, AWS Data Exchange, LiveRamp, and other marketplaces where clients can access standard audiences 24/7.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard data licensing with annual commitment |
| Usage-based | Pay-as-you-go | Usage-based access through partner platforms |
| Other | Multi-year contract | Custom research and modeling engagement |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels7 records
Analytics IQ product offering
Product offeringCore offering
AnalyticsIQ builds and licenses predictive people-based marketing data that blends cognitive psychology research with data science. Its three core databases — PeopleCore (B2C), BusinessCore (B2B), and Connection+ (B2B2C linkage) — deliver 1,500+ predictive attributes on 264M+ consumers, 25M+ businesses, and 124M+ professionals, with identity resolution, custom modeling, and cross-channel audience activation offered as add-on services.
Product overview
AnalyticsIQ is a people-based marketing data company offering a platform-plus-modules architecture centered on three core databases: PeopleCore (B2C consumer data), BusinessCore (B2B business and professional data), and Connection+ (B2B2C linkage connecting the two). The platform delivers 1500+ predictive data points powered by cognitive psychology and data science to help brands understand who people are, what they do, and why they make decisions. Additional modules include Identity Intelligence for linkage and resolution, Modeling & Analytics for custom predictive models, Targeted Advertising for cross-channel activation, and Research & Insights for bespoke cognitive research. Specialized vertical data products include HealthIQ for healthcare, FinanceIQ for financial services, and AutoIQ for automotive. The company was acquired by Alliant in June 2025.
Differentiator
Problem solved
Functional benefit
Products and services
- PeopleCore
Quantifiable outcome
- 86.4% increase in response rates for financial services credit card campaigns
- +5 more outcomes
Companies that use Analytics IQ
Customer profileNamed customers9 records
Segments8 records
Ideal customer profiles4 records
Analytics IQ technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability2 records
Feature5 records
Analytics IQ partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, major and minor.
- DatavantcoreAnalyticsIQ partnered with Datavant as one of 15 leading real-world data providers testing and deploying Datavant Connect powered by AWS Clean Rooms. The cloud-first solution helps life sciences organizations discover and collaborate on real-world health data for clinical and commercial insights with privacy-preserving data collaboration.
- DiaceuticsmajorPartnership to launch breakthrough HCP audiences uniting clinical precision with human insight. Combines Diaceutics' clinical data expertise with AnalyticsIQ's people-based persona data for enhanced healthcare provider targeting.
- AlliantcoreAlliant, backed by private equity firm Inverness Graham, acquired AnalyticsIQ in June 2025. The acquisition combined Alliant's proprietary transaction data with AnalyticsIQ's predictive modeling capabilities to create a differentiated data platform. Scarlett Shipp, formerly CEO of AnalyticsIQ, was appointed CEO of the combined business. The deal expanded Alliant's data offerings with analytics rooted in cognitive psychology and predictive modeling.
- DocereemajorAnalyticsIQ became the first persona data provider on Doceree's exclusive HCP data marketplace. Enables pharma marketers to reach healthcare providers with more personalized, humanized targeting using persona-based insights.
- HealthVeritymajorHealthVerity partnered with AnalyticsIQ to enhance provider diversity and diagnosis index with AnalyticsIQ ethnicity insights. AnalyticsIQ race and ethnicity data integrated into HealthVerity's real-world data ecosystem.
- ClaritascorePartnership to offer PRIZM Premier segmentation codes. Clients from various verticals can execute targeted marketing communications across multichannel media using Claritas segmentation with AnalyticsIQ data. Expanded to include P$YCLE Premier for financial services marketers.
- SnowflakecoreData integration partnership making AnalyticsIQ data available on Snowflake Marketplace. Customers can access PeopleCore, BusinessCore, and Connection+ data directly in Snowflake environments for querying and activation.
- LiveRampcoreOfficial partner with AnalyticsIQ data available for activation through LiveRamp's identity resolution and data connectivity platform. Enables seamless onboarding of custom audiences for targeted advertising.
- The Trade DeskmajorStandard audiences available for activation on The Trade Desk DSP platform, enabling programmatic advertising with AnalyticsIQ predictive data.
- Blue Health IntelligenceminorPartnership to help fight health inequity by enhancing payer data. Combined AnalyticsIQ's people-based data with Blue Health Intelligence's health data capabilities.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Analytics IQ competitors and assessment
Company assessmentDirect peers
- Acxiom (LiveRamp): Acxiom's marketing services business, now part of LiveRamp, is a leading people-based marketing data and identity resolution provider directly comparable to AnalyticsIQ's PeopleCore, BusinessCore, and identity graph offerings. It competes for the same enterprise data budgets and distribution on the same DSPs.
- Epsilon Data Management (Publicis): Epsilon operates one of the largest consumer data cooperatives and predictive targeting platforms, overlapping directly with AnalyticsIQ's consumer profiling, B2C audience targeting, and identity-linked activation capabilities for major brands.
- Experian Marketing Services: Experian combines credit, demographic, and marketing data assets with predictive analytics and identity solutions, directly competing with AnalyticsIQ's FinanceIQ, identity linkage, and consumer predictive modeling products across financial services and beyond.
- Oracle Advertising (Oracle Data Cloud / Grapeshot): Oracle's data cloud offers third-party audience data, B2B targeting, and identity resolution through major DSPs, overlapping AnalyticsIQ's marketplace distribution model and competing for the same programmatic and enterprise data licensing budgets.
- Claritas: Claritas provides PRIZM segmentation, demographic, and psychographic audience data, and is both a named AnalyticsIQ partner and a direct competitor in lifestyle segmentation, geo-demographic targeting, and syndicated audience data.
- ZoomInfo: ZoomInfo is the leading B2B contact, company, and intent data platform, directly comparable to AnalyticsIQ's BusinessCore and Connection+ B2B2C linkage offerings for ABM and B2B enterprise marketing use cases.
- Lotame: Lotame is a global data collaboration platform and DMP that enables audience data onboarding, targeting, and activation, overlapping AnalyticsIQ's identity intelligence and DSP distribution capabilities. Lotame is also a named AnalyticsIQ distribution partner.
Broad incumbents
- TransUnion (TruAudience): TransUnion operates TruAudience, a large identity-linked consumer data and activation platform. As both a named AnalyticsIQ distribution partner and a broader incumbent, it overlaps in identity resolution, financial audience targeting, and risk-informed marketing.
- Equifax: Equifax combines credit, financial, and marketing data assets at global scale, competing with AnalyticsIQ's FinanceIQ, EconomyIQ, and identity-linked targeting products particularly for financial services and risk-aware marketing use cases.
Others
- Alliant (parent): Alliant acquired AnalyticsIQ in June 2025 and now combines its proprietary transaction-based cooperative data with AnalyticsIQ's predictive modeling. As the parent platform, Alliant shapes go-to-market, capital allocation, and combined product strategy for the AnalyticsIQ asset.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Analytics IQ social profiles
Digital presenceAnalytics IQ compliance and trust
Trust signalCompliance2 records
Analytics IQ financial estimates
Financial estimateRevenue estimate
Valuation estimate
Analytics IQ leadership team
Management profileNumber of profiles
Profiles7 records
Analytics IQ funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Analytics IQ M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Analytics IQ
What does Analytics IQ do?
AnalyticsIQ builds and licenses predictive people-based marketing data that blends cognitive psychology research with data science. Its three core databases — PeopleCore (B2C), BusinessCore (B2B), and Connection+ (B2B2C linkage) — deliver 1,500+ predictive attributes on 264M+ consumers, 25M+ businesses, and 124M+ professionals, with identity resolution, custom modeling, and cross-channel audience activation offered as add-on services.
Is Analytics IQ a public or private company?
Analytics IQ is a private company. It is classified as private equity controlled and is currently acquired.
When was Analytics IQ founded?
Analytics IQ was founded in 2025. It employs 51 to 100 people.
Where is Analytics IQ based?
Analytics IQ is headquartered in Atlanta, United States, in the North America region.
How does Analytics IQ make money?
Four revenue lines are on record. Data Licensing is the primary driver. The others are usage-Based Data Access, custom Research & Modeling Services and platform Marketplace Access.
Who are Analytics IQ's main competitors?
Direct peers on record are Acxiom (LiveRamp), Epsilon Data Management (Publicis), Experian Marketing Services, Oracle Advertising (Oracle Data Cloud / Grapeshot), Claritas, ZoomInfo and Lotame. Broad incumbents are TransUnion (TruAudience) and Equifax. Alliant (parent) is listed as an others.
Does Analytics IQ have an API?
Yes. AnalyticsIQ offers real-time API capabilities for Connection+ B2B2C linkage data, enabling instant audience recognition and insights. The data is also available via Snowflake and AWS Data Exchange for data science teams. No public API documentation URL or SDK details specified in the source material.
What industry is Analytics IQ in?
Analytics IQ's product category is Marketing Data and Predictive Analytics. Its primary akta.pro industry code is BPAFAFAE, Data & Analytics for CRM (Attribution, BI, Predictive), with a secondary code of HDAAAHAC, Customer Churn, CLV & Retention Intelligence. Its NAICS code is 541910 and its SIC code is 7370.