Audience Data Sessions: Q&A with AnalyticsIQ

Can you introduce yourself and your audience solutions?

My name is Margo Hock, and I am VP of Digital Partnerships at AnalyticsIQ. AnalyticsIQ is the leading people-based marketing data creator and predictive analytics innovator. Our mission is to fuel better outcomes for all by creating reliable and predictive people-based data by blending cognitive psychology with data science.

We help B2C and B2B organizations across industries understand who people are, what they do, and why they make decisions with our PeopleCore consumer data and BusinessCore B2B data. From demographics and interests to predictors of future actions and motivations and more, AnalyticsIQ audience solutions empower organizations to achieve better marketing results.

Why have you partnered with Eyeota?

Eyeota is a trusted innovator in digital marketing, and they are an international leader in advanced audience targeting. Their robust offering across numerous categories allows us to connect with industries of all kinds and work with numerous downstream platforms that we could not achieve on our own. This allows us to see utilization of a wide variety of our audiences. Additionally, Eyeota allows for AnalyticsIQ to have the opportunity to have both branded and unbranded advanced audiences available for direct buys with buyers that want transparency and peace of mind when it comes to evolving US regulations. Privacy and compliance is of upmost important at AnalyticsIQ, and Eyeota’s commitment in these areas is something we appreciate.

In which markets do you operate?

AnalyticsIQ data works across a wide variety of industries. Our data and audiences are valuable and have been used by just about any industry you can think of that executes marketing thanks to our comprehensive offerings. However, our primary verticals include retail, financial services, travel, healthcare, automotive, entertainment, political, nonprofits, media, and more.

Can you discuss the importance of audience data in today’s digital advertising landscape?

Consumers today expect personalized experiences and marketing communications from brands. As the number of channels continues to grow, attention spans shorten, and competition ramps up, this is becoming increasingly more difficult to deliver without the right insight and technology. Audience data plays a critical role in the effort of delivering quality marketing and advertising experiences and driving positive results because it can provide a view into who people are and what is likely to resonate with them. Audience data also unlocks the unique ability to take a customized approach to targeting, allowing marketers to optimize their campaigns and budget by only targeting the best consumers for their specific offering. It is a win-win – quality audience data can facilitate the personalized experiences consumers demand which ultimately drives ROI for marketers and advertisers.

How can businesses leverage data to improve advertising strategies?​

We all know the importance of data when it comes to marketing and advertising today. But as the advertising landscape continues to evolve, here are the five strategies we find to be the most effective in improving marketing and advertising results when working with clients alongside Eyeota:

• Enhanced Targeting & Personalization: Perhaps the most common use case for data in improving advertising strategies is the ability to enhance campaign targeting and communication personalization – and for good reason. With even minimal data and insight, marketers can stop the guesswork and improve their ROI by targeting audiences with specific communication based on relevant attributes.
• Better Media Planning: Effective media planning is both an art and a science. Data that provides actionable insight into who people are, their interests and behaviors, and even their motivations give marketers the ability to understand the most strategic channels for engagement, the types of content that captivate their audience, the optimal timing and frequency for messaging, and more and ultimately craft media plans that resonate deeply.
• Budget Optimization: Every marketing and advertising dollar needs to justify its place in the budget. A better understanding of your target audiences via data-driven insights can help ensure that resources are allocated to strategies that deliver the best results. This targeted investment not only enhances the effectiveness of marketing campaigns but also improves overall budget efficiency.
• Measurement: Most marketers and advertisers might agree that measurement is one of the toughest yet most crucial aspects of their efforts. However, with the right data and technology, it is possible! Through effective measurement, marketers and advertisers can learn what works and optimize their strategies across the board with data-driven confidence.
• Custom Audiences: The ability to reach the right audience is the name of the game. With the right data, advertisers have the unique ability to create custom audiences specific to their goals in order to zero in on potential customers with extremely well-defined characteristics. This ultimately can help facilitate the effectiveness of all other strategies listed here.
  
  

About AnalyticsIQ

AnalyticsIQ is the leading people-based marketing data creator and predictive analytics innovator. Our mission is to fuel better outcomes for all by creating reliable and predictive people-based data by blending cognitive psychology with data science to help B2C and B2B organizations across industries understand who people are, what they do, and why they make decisions.

Our PeopleCore consumer data, BusinessCore B2B data, and Connection+ B2B2C linkages provide insight into individuals that empower organizations to achieve better outcomes for all. Our fast and flexible approach makes it easy to get started using sophisticated data to grow your business.

Whether you’re looking to improve your marketing results across channels, build predictive models, power research, or drive better outcomes, AnalyticsIQ can be your partner. For more information, visit https://analytics-iq.com and follow us on Twitter @AnalyticsIQ and LinkedIn.

Reach out to our Audience Specialists at the Data Desk