social marketing, digital marketing, audience targeting, Data Quality, research data

Audience Data Sessions Q&A with AnalyticsIQ

By: Margo Hock, VP of Partnerships at AnalyticsIQ

Margo Hock AnalyticsIQ

Margo Hock, VP of Partnerships for AnalyticsIQ, gives us the scoop on how AnalyticsIQ’s unique marketing data infused with cognitive psychological research is making an impact on marketers and data science teams in 2021, and what’s ahead.


Can you introduce yourself, your role and responsibilities?

At AnalyticsIQ, I lead our partnerships strategy. I seek out strategic opportunities to collaborate with like-minded companies - such as Eyeota - that are aligned on the mission to grow brands by empowering them with the right data.

AnalyticsIQ is described as a marketing data innovator with roots in cognitive psychology, can you share more information about your business?

AnalyticsIQ is the first marketing data company to blend data science with cognitive psychology. This allows us to accurately capture the data points that define who people are and what they do, but we also answer the elusive question, “Why?“. We have a team of data scientists and a full-time PhD cognitive psychologist leading our proprietary data research, which allows us to provide the most accurate foundational data points such as age and gender. But our cognitive research based approach really sets us apart because advertisers can also tap into timely and predictive points they can’t find anywhere else, like motivators, beliefs and perceptions.

For instance, we’ve recently launched our Health & Wellness personas. Based on our own consumer research, we’ve identified four key segments of consumers by examining the intersection of their health-related beliefs and behaviors. In just a few months since launch, over 20 different national research initiatives related to COVID-19 are already relying on this data. For more than 14 years, our data has helped organizations grow, learn and ultimately improve the world.

Why have you chosen to partner with Eyeota?

Eyeota has a pioneering spirit! Whether it’s finding cookieless solutions or enabling omni-channel strategies, Eyeota is always helping clients up-level their data-driven strategy. And most importantly, they take an ethical approach to respecting consumer privacy which is a key principle we stand by, too.

How are AnalyticsIQ audiences relevant for brands and advertisers?

Have you ever seen an advertisement and thought, “I was just thinking about buying that!” Maybe it was for a cookbook, a car, a coat, or even a cruise. That’s the power of predictive data, and we like to think AnalyticsIQ often drives these perfectly timed “marketing moments.”

AnalyticsIQ audiences are perfect for brands who want to stay one step ahead of their audience by predicting their wants and needs - at scale. 

In addition to our B2C focused PeopleCore data, we also curate an entire B2B data offering called BusinessCore. This data zeros in on professionals, the roles they play in decision making processes, their preferred communication styles and even their motivators. And the part that I think is so unique is that we can tie these two datasets together - an individual’s personal life and the professional life - and deliver a true 360 degree view. 

How should marketers best use AnalyticsIQ audiences?

Sometimes, a single audience is perfect for campaign targeting. But marketers shouldn’t shy away from mixing together a combination of data points to design a highly targeted audience. A perfect recipe, for example, combines data points that identifies who people are, what they do and what they’re likely to do in the future

For example, a D2C fitness brand could choose an AnalyticsIQ financial data point like discretionary spend, behavioral data such as above average workout frequency, and a predictive segment such as those with a high likelihood to buy sports and fitness products online. The end result? A perfectly curated audience leveraging a variety of granular and predictive AnalyticsIQ audiences.

What are the data opportunities for brands in 2021?

  • Turn first party data into a data first party!
    • Data is seriously powerful, and seriously exciting! Now, more than ever, brands are putting their own first party data at the top of their priority list. But this customer information only gets stronger when more deep and rich third-party data is invited to the party. If a first party data strategy is on the top of your list, enriching that information with robust, predictive data should be part of your strategy too.
  • Use on-trend, predictive data to keep up with consumers.
    • In 2021, there is bound to be a continuation in shifting consumer behaviors. As the economy aims to recover and people emerge with reshaped preferences, beliefs and priorities, more than ever, marketers will need fresh data that aligns with the current reality of the world to come out on top.


With Eyeota, AnalyticsIQ Audiences are available in the US for digital campaign activation on display, video and social channels including Facebook, Instagram, Twitter, Pinterest and Snapchat. For more information about AnalyticsIQ, connect with an audience specialist today at