Data Gets Personal: Alliant Acquires AnalyticsIQ to Supercharge Predictive Marketing

In a move poised to shake up the data-driven marketing landscape, Philadelphia-based private equity firm Inverness Graham has announced that its portfolio company Alliant has acquired AnalyticsIQ, a specialist in predictive analytics and behavioral data modeling. The acquisition signals a strategic bid to build one of the industry’s most sophisticated engines for people-based marketing.

If the data wars are heating up, this merger loads Alliant’s arsenal with next-gen targeting capabilities.

Why It Matters

Marketers are chasing more than just eyeballs—they’re after intent, emotion, and purchase behavior. AnalyticsIQ, known for blending cognitive psychology with machine learning, doesn’t just predict what consumers might do—it aims to answer the elusive why behind consumer actions.

Pair that with Alliant’s cooperative transaction data, and you've got a cocktail for campaigns that are not only more personalized but potentially predictive at scale.

According to Michael Morrissey, Managing Principal at Inverness Graham, “Combining Alliant’s proprietary transaction data with AnalyticsIQ’s predictive modeling and digital integrations enhances our ability to deliver high-performing, insight-driven audiences across both traditional and emerging marketing channels.”

Translation: better targeting, smarter segmentation, and fewer wasted ad dollars.

A Leadership Shift with Strategy at Its Core

With the deal, Scarlett Shipp, the current CEO of AnalyticsIQ, will take the reins of the newly combined business. Meanwhile, JoAnne Monfradi Dunn, Alliant’s founder and long-time CEO, is stepping down from daily operations but will remain on the Board, ensuring continuity and strategic oversight.

Shipp commented, “Our team has spent years building predictive data that helps brands not just understand what people do—but why they do it. Joining forces with Alliant enables us to scale that mission.”

Her words aren’t just PR polish—they hint at a future where marketing data gets a psychological upgrade. Expect deeper audience insights, more effective omnichannel campaigns, and a growing appetite for AI-enhanced data science.

What’s Next?

This acquisition also hints at a larger play: Inverness Graham and Alliant are still hungry. They’re actively looking for more deals, seeking data-centric firms that can plug into their expanding ecosystem of marketing analytics, identity resolution, and omnichannel activation.

It’s worth noting this merger comes as competition intensifies across the MarTech landscape. Giants like Adobe, Salesforce, and Oracle are continuing to consolidate data platforms, while independents fight for relevance through niche capabilities and innovation. With the Alliant–AnalyticsIQ combo, Inverness is betting on a best-of-both-worlds strategy: robust data scale plus nuanced predictive intelligence.

Terms of the deal weren’t disclosed, but with law firm Faegre Drinker and Stephens Inc. involved, the playbook here is clear—this isn’t a one-off acquisition. It’s a foundation for a smarter, stickier MarTech future.