Alliant acquires AnalyticsIQ to build data-driven audience graph and scale predictive marketing

Inverness Graham’s portfolio company Alliant is accelerating its ambition to build a next-generation people-based marketing platform with its acquisition of AnalyticsIQ, a move set to reshape how brands target and understand consumers across channels.

The deal, backed by Philadelphia-based private equity firm Inverness Graham, brings together Alliant’s rich pool of cooperative transactional data with AnalyticsIQ’s innovative approach to predictive modeling and behavioral analytics. By blending cognitive psychology and machine learning, AnalyticsIQ specializes in uncovering not just what consumers do, but why they do it—giving advertisers more powerful tools to reach high-value audiences with precision and insight.

“This acquisition perfectly aligns with our vision to expand Alliant into a modern, insight-rich platform,” said Michael Morrissey, Managing Principal at Inverness Graham. “Combining Alliant’s proprietary transaction data with AnalyticsIQ’s cognitive and behavioral signals will deliver deeper, more actionable audience intelligence to marketers navigating a fast-changing data landscape.”

As part of the acquisition, Scarlett Shipp, previously CEO of AnalyticsIQ, will step into the CEO role for the combined business. She succeeds Alliant founder JoAnne Monfradi Dunn, who is retiring from daily operations but will stay on as an active Board member to guide strategy during the transition.

“Our mission has always been to help brands understand not just what people buy, but the motivations behind those decisions,” said Shipp. “Joining forces with Alliant gives us the scale and complementary data assets to take that mission to the next level and build one of the industry’s strongest audience graphs.”

Alliant’s and AnalyticsIQ’s combined capabilities will enable advertisers to tap into a unified dataset that merges robust purchase histories with attitudinal and behavioral signals. This enriched graph, supported by survey-based data and advanced modeling, helps brands navigate a digital ecosystem increasingly constrained by third-party cookie deprecation and rising consumer privacy expectations.

Monfradi Dunn noted that when Inverness Graham acquired Alliant in late 2024, the goal was to build a scalable data powerhouse through strategic M&A. The AnalyticsIQ deal is the first major step in that plan, and further acquisitions and partnerships are likely.

In the near term, the integration will bring together AnalyticsIQ’s 60 employees with Alliant’s existing team of about 90, with plans to grow headcount further. While some roles may overlap, Shipp emphasized that expanding sales support and cross-training teams on the unified product suite will be priorities as the companies align their go-to-market strategy.

The acquisition also bolsters Alliant’s efforts to provide advertisers with alternative audience matching solutions as deterministic IDs grow scarce. The company already partners with leading identity frameworks like The Trade Desk’s UID2 and LiveRamp’s RampID, using them instead of third-party cookies to match audience segments at scale.

Looking ahead, Shipp said the unified team will explore deeper integrations with advertising platforms and is considering launching an agentic AI solution that leverages its combined dataset to generate real-time audience recommendations—signaling more innovation to come.