Alliant Adds New Purchase Data Offering

US firm Alliant has launched PurchaseCore, which uses consumer purchase data including brand affinity, category purchasing and in-market signals, to help marketers identify and reach those most likely to buy. The new solution complements PeopleCore, which Alliant acquired with AnalyticsIQ.

Atlanta, GA-based Alliant combines detailed transactional data with insights based on psychology, to provide a 'complete' view of consumer behavior, and help clients understand motivations and anticipate actions. Last year it acquired predictive analytics and marketing data firm AnalyticsIQ, which used survey-based methodology and machine learning to model consumer behavior and intent, and whose Chief Exec Scarlett Shipp is now CEO of the combined company.

PurchaseCore extends the company's predictive capabilities, promising brands greater visibility into purchase potential beyond their own first-party data, with brand- and category-level insights based on 500 categories of purchase behavior across 30 verticals. The new solution is designed to complement PeopleCore, AnalyticsIQ's consumer data solution, which provides predictive psychology-driven insights into who consumers are and how they make decisions. According to CPO Dave Taylor (pictured), 'PurchaseCore points to what consumers are likely to buy next, and PeopleCore adds the why. Together, they give our clients a fuller view of the consumer than most standalone data assets.'

'What people buy is one of the strongest signals of what they'll do next, but much of that activity happens beyond what brands can see in their own data,' says Shipp. 'PurchaseCore brings that visibility to marketers at scale, with purchase affinities and in-market signals that offer strategic opportunities for brands to find new customers, grow the ones they already have, and invest with confidence.'

PurchaseCore is available for enrichment, licensing, installation and API delivery, and Alliant's predictive audiences are also accessible within major ad activation platforms.

Web site: www.alliantdata.com .