Meet Our Partners:
Q&A with ANALYTICSIQ VICE PRESIDENT OF PARTNERSHIPS, MARGO HOCK
BLOG POST 3/25/2022
TruAudience® by TransUnion enables the marketing ecosystem to leverage data and identity with trust. In this series, we will introduce the partners who are critical to our success.
Can you tell me about AnalyticsIQ and your role there?
AnalyticsIQ is the leading predictive data creator and analytics innovator. We are the first data company to consistently blend cognitive psychology with data science to help B2C and B2B brands understand how and why individuals make decisions — regardless of whether they are at home or at work.
AnalyticsIQ data and audiences are built on a research-based foundation by our cognitive psychology and data science teams. We ensure the highest levels of accuracy possible and validate every single audience prior to publication – if it does not validate to a high degree, that audience does not get published.
As a data provider that begins our data creation in the offline world, our data also has complete coverage across 251 million individuals. Every individual receives a value, often giving our audiences larger scale than behavior-based digital audiences. This gives advertisers enough scale to run meaningful, measurable campaigns.
We are also a fast and nimble team that owns all our data. Our ability to make custom audiences tailored to specific asks is unmatched. We can create very specific audiences through combinations of our existing data or through our custom research capabilities, and our quick team allows us to deliver these custom solutions for activation in industry-leading time. Marketers are looking to find ways to advertise across channels and our data allows for creative solutions to these problems.
I am the VP of Partnerships at AnalyticsIQ where I lead strategy for our digital offering and the activation of our data on platforms so marketers and publishers can activate audiences across channels.
What verticals are AnalyticsIQ audiences specialized for? How are they leveraged via the TruAudience® Data Marketplace?
Our audiences truly cover a vast array of verticals, including automotive, B2B, finance, insurance, non-profits, retail, healthcare, travel and more. From traditional demographics and a variety of lifestyle interests, to purchase predictors and psychological decision-drivers, our audiences provide actionable insights to advertisers, agencies and technology providers across industries. Marketers, advertisers and data teams use our data for enrichment, precise targeting, personalization, measurement and analytics.
What trends are you seeing with data usage in connected TV (CTV)?
We’re seeing advertisers look for and request custom audience solutions more and more. Connected TV media buyers and advertisers want to know who they target is who they intended. They do not want to ‘assume’ the makeup of an audience, nor do they want to have to make numerous selections to achieve the precision they want.
More and more, advertisers are demanding extremely targeted, granular and well-defined audiences specific to their campaigns, which is often achieved through collaboration with trusted providers, like Analytics IQ and TransUnion, and the creation of a completely custom audience.
What do you think is most important when it comes to data targeting on CTV?
The most important thing when it comes to data targeting on CTV is defining your goals as clearly as possible so you can define the best audiences to target. Are you wanting to drive views, purchases or in-store traffic? What type of emotional response are you hoping to invoke?
For example, if you are running a sale, hoping to drive online purchases of an item for children, you may think targeting parents with young children may be good enough. But consider how results would improve if you layered on insight into shopping preferences and decision-drivers with a custom audience via the TruAudience® Data Marketplace. Targeting parents who shop primarily online, are value seekers that respond to deals, and have young children is an audience much more aligned to each aspect of the initial goal.
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