SOURCE: AnalyticsIQ

October 15, 2007 09:00 ET

AnalyticsIQ Releases VectorIQ: New Econometric Tool for Improving Target Marketing

New Score Captures Regional Economic Variations

CHICAGO, IL--(Marketwire - October 15, 2007) - Atlanta-based AnalyticsIQ announced the release of VectorIQ today at DMA 07, the Direct Marketing Association's annual conference. VectorIQ is a new product that allows companies to improve marketing campaign results by better assessing econometric conditions. Going beyond today's demographic scoring approaches, VectorIQ provides a score based on its measurement of a myriad of economic indicators for geographic areas within the US.

"VectorIQ helps marketers and advertisers drive maximum results by creating a better understanding of regional economic differences," says company president, Dave Kelly. "Currently, many marketers treat individuals the same regardless of where they live. Our research shows that geographic variations can account for up to 40% of the probability of response to a marketing offer. It's clear that an individual's economic outlook strongly influences their propensity to respond."

Gregg Weldon, Chief Analytical Officer for AnalyticsIQ, oversaw the development of VectorIQ. "This was an extremely challenging initiative in that we aggregated data from over 50 agencies into over 600 time-series attributes. We focused on specific, localized elements that had the largest impact on marketing results including Retail Sales Changes, Unemployment Filing Claims, Housing Cycle Trends, and Savings-to-Income Ratios."

VectorIQ is now available for testing from AnalyticsIQ and from select partners. VectorIQ is made up of a suite of components and will likely be used in its simplest form by many advertising and marketing firms. Larger, more sophisticated marketers may select among its individual component scores, such as unemployment claims or predicted housing starts, to supplement existing information.

AnalyticsIQ is completely focused on leveraging non-traditional data, along with standard demographic data, to produce products designed to optimize response and conversion. So far, in 2007, AnalyticsIQ has released a suite of econometric scoring products for a variety of industry segments including ResponseIQ and Delineate, an advanced segmentation tool.

About AnalyticsIQ

Based in Atlanta, Georgia, AnalyticsIQ provides advanced analytics and modeling solutions to help marketers improve targeting. Founded by industry experts, AnalyticsIQ offers a wide range of products and services, including custom modeling services utilizing demographic and credit data. For more information, visit

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