What Data Decisions Group does

Data Decisions Group (DDG) is a private LLC headquartered in Durham, North Carolina, that provides audience data, predictive analytics, data lakehouse services, and market research primarily to healthcare insurance marketers, marketing agencies, and MarTech/IT leaders in the United States. The company's core product suite includes DecisionPoints (proprietary consumer audience data covering 220MM+ individuals across 3,000+ sources), the patented Data Readiness Platform (behind-the-firewall data optimization processing up to 1 billion records in under 24 hours), the QeS modeling engine (multi-level response modeling using Markov Chain Monte Carlo), REACH (ML-based campaign optimization), Funnel (self-service audience builder), and a Marketing Data Lakehouse offering. DDG operates SOC 2 Type 2 certified cloud-native infrastructure with behind-the-firewall deployment options for enterprise security.

DDG's commercial model is enterprise B2B with quote-based pricing, multi-year contracts for data readiness engagements, and unit-based pricing for audience contacts. Revenue streams include audience data sales, managed data lakehouse services, data readiness platform subscriptions, predictive analytics professional services, and custom market research. Customer outcomes documented in case studies include $6M in saved ad spend per campaign for a healthcare insurer, 20% response rate lift, and 50%+ contact rate improvement in Medicaid outreach. The company was founded in 2016 by Steve Lerner, with Mike Hail serving as CEO, Graham McWhorter as President, and David Schneider (36 years of Medicare marketing experience) as Chief Data Officer. DDG acquired Reach Analytics in January 2019 to build out its ML modeling capability. The firm maintains offices in Durham (HQ), Chapel Hill (accounting/legal), and Rockwall, TX (operations).

Name

Data Decisions Group

Legal name

Data Decisions Group, LLC

Website

https://datadecisionsgroup.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Data Decisions Group is a private U.S. data analytics firm providing proprietary audience data, predictive modeling, and a patented data readiness platform to enterprise healthcare insurers, agencies, and MarTech leaders in the United States.

Ownership category

akta.pro rank

Product category

Marketing Data Analytics

NAICS

Marketing Research and Public Opinion Polling (541910), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Advertising, Public Relations, and Related Services (5418), Direct Mail Advertising (54186)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Processing & Data Preparation (7374), Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

Data Lake Platforms (HDAEABAC)

akta.pro secondary industries

Data Lineage & Impact Analysis (HDAEADAF), Data Platforms & Modern Data Stack Services (Lakehouse, DW, MDM) (BPAEAHAC), Consent, Preference & Data Rights Management (incl. HIPAA/GDPR support) (HLACAIAG), Survey/Panel-Based Lead Capture & Co-Registration Services (BPAFAKAN), Data Modeling & Semantic Layer / Business Glossary (HDAEADAJ)

Keywords

• Marketing data analytics
• Consumer audience data
• Predictive modeling services
• Data lakehouse solutions
• Healthcare marketing data

Headquarters

HQ city

Chapel Hill

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Audience Data Sales: Sale of high-performance consumer audiences and prospect lists to brands and agencies for marketing campaigns. Pricing based on volume of contacts with promotional offers (e.g., buy 5,000 contacts get 5,000 free). Delivered via direct mail, digital, or multi-channel formats.
2. Data Lakehouse Services: Enterprise data infrastructure services providing marketing-focused data architecture for cloud-native storage, analytics, and AI readiness. Typically sold as managed services with pricing based on data volume processed.
3. Data Readiness Platform: Behind-the-firewall data optimization and cleaning services. Sold as managed solutions with pricing justified by cost savings (often pays for itself within 1-2 campaigns).
4. Predictive Analytics & Modeling: Advanced analytics services including custom predictive modeling, segment-specific models, and key drivers analysis. Often bundled with audience data offerings.
5. Market Research: Custom survey-based market research services including conjoint analysis, segmentation studies, and Medicare preferences research.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Data Decisions Group (DDG) sells proprietary consumer audience data, predictive analytics, and managed data infrastructure to enterprise marketers and healthcare organizations. Its offerings include the DecisionPoints audience platform, a cloud-native Marketing Data Lakehouse, the patented Data Readiness Platform, the REACH and QeS ML modeling engines, the Funnel self-service audience builder, and custom survey-based market research services.

Differentiator

Problem solved

Functional benefit

Brands

• DecisionPoints: Custom audiences driven by high-fidelity data and proprietary modeling tools.
• REACH
• Funnel
• Data Readiness Platform
• QeS
• SmartPortal

Products and services

• DecisionPoints Custom Audiences Custom, high-fidelity consumer audiences sourced from 3,000+ data providers and covering 220MM+ individuals. Includes proprietary propensity scoring and pre-modeled prospect lists that suppress undesirable records (deceased, nursing homes, prisons, businesses, P.O. Boxes). Sold to brands, agencies, and healthcare marketers for campaign targeting via direct mail, digital, or multi-channel delivery.
• Marketing Data Lakehouse Modern cloud-native data architecture for unified marketing analytics, providing enterprise-grade storage, scalability, and security for marketing and AI workloads. Sold as managed services to MarTech and IT leaders who need a marketing-focused data backbone.
• Data Readiness Platform Patented, behind-the-firewall data optimization solution for omnichannel data readiness, privacy compliance, and accuracy. Processes 25 billion records annually for the largest customer and can process 1 billion records in under 24 hours. Reduces wasted ad spend and is sold as a multi-year managed contract to enterprise clients.
• REACH Predictive Modeling Proprietary machine-learning modeling solution for audience targeting and campaign optimization. Provides predictive targeting and conversion propensity scoring for marketers, with self-service access via the Reach Platform client portal.
• QeS Multi-Level Modeling Engine Proprietary multi-level modeling engine that builds hundreds of response models using thousands of candidate predictors on millions of cases. Uses Markov Chain Monte Carlo (MCMC) for data reduction and can produce up to 100 segment-level models in a single pass. Sold as part of DDG's analytics service delivery.
• Funnel Self-Service Audiences Self-service audience solution that enables maximum speed and scale for campaign audience building without custom modeling engagement. Sold to marketers who need faster, on-demand audience creation.
• Consumer Insights (Market Research) Full suite of custom survey-based market research services, including conjoint analysis, segmentation studies, key drivers analysis, and Medicare preferences research. Conducted using DDG's SmartPanel community and delivered to consumer insights and research teams.

Quantifiable outcome

• $6 million saved in wasted ad spend per campaign by healthcare client through Data Readiness Platform
• +5 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature7 records

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Epsilon Data Management: Epsilon is one of the largest U.S. consumer audience data and analytics providers, offering proprietary audience segments and campaign analytics. It competes head-to-head with DDG's DecisionPoints audience offering and predictive modeling services for healthcare/insurance enterprise clients.
• LiveRamp (formerly Acxiom): LiveRamp operates a data collaboration network and identity resolution platform used by enterprise marketers. It competes directly with DDG on audience data, identity, and campaign enablement across the same healthcare and consumer marketing buyer base.
• Stirista: Stirista is a B2B and B2C audience data and marketing services firm combining proprietary audience assets with email/direct marketing execution. It overlaps directly with DDG's DecisionPoints and predictive analytics offerings for direct mail and multi-channel campaign execution.
• Dynata: Dynata operates one of the world's largest first-party research panels and offers survey-based market research and audience solutions. It directly competes with DDG's SmartPanel market research and Consumer Insights services for enterprise healthcare and consumer insights teams.

Broad incumbents

• Experian Marketing Services: Experian operates a large consumer credit and marketing data business with audience targeting, identity, and analytics used by healthcare insurers and consumer marketers—overlapping substantially with DDG's DecisionPoints and Data Readiness offerings but at much greater scale and as part of a broader data portfolio.
• Merkle: Merkle (a Dentsu company) is a large customer data platform, audience, and analytics provider serving enterprise B2C marketers. It competes with DDG across customer data platforms, audience targeting, and healthcare marketing services as part of a broader martech portfolio.
• Kantar: Kantar is a global market research, audience, and analytics firm offering proprietary panels and consumer insights. It overlaps with DDG's Consumer Insights and primary market research services, though its scale and breadth far exceed DDG's market research offering.
• Salesforce Marketing Cloud (DMP / Audience Studio): Salesforce's Marketing Cloud offers an enterprise data management and audience platform used by large consumer marketers. It is a broad incumbent competing with DDG on the marketing data platform side (lakehouse/CDP) for the same enterprise MarTech buyers.

Emerging players

• AnalyticsIQ: AnalyticsIQ builds B2C predictive audiences and consumer data products used by healthcare and financial services marketers. It is a smaller-scale competitor to DDG's DecisionPoints with comparable proprietary predictive modeling rather than a full data readiness / lakehouse stack.
• Infutor: Infutor provides identity resolution and consumer data assets used by enterprise marketers for audience targeting and contactability. It competes with DDG's DecisionPoints and Data Readiness capabilities in the identity/data-quality layer, with a narrower healthcare/Medicare specialty.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/DataDecisions_
• YouTubeyoutube.com/@datadecisionsgroup
• LinkedInlinkedin.com/company/data-decisions-group/mycompany
• Facebookfacebook.com/datafaces

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Data Decisions Group