SOURCE: AnalyticsIQ

March 05, 2008 09:30 ET

AnalyticsIQ Releases Aspects™, a Life Choices Segmentation System

Non-Traditional Cultural Data Proves to Be Powerful Predictor of Consumer Behavior

ATLANTA, GA--(Marketwire - March 5, 2008) - Atlanta-based AnalyticsIQ announced today the release of Aspects™, a breakthrough segmentation system. The new tool applies "life choice" data, such as religious and political affiliations, to customer or prospect databases to generate a more complete understanding of consumer behavior. While most existing segmentation systems focus solely on traditional descriptors such as age, gender, income or ethnicity, Aspects enables companies to discover new facets of their consumer base, allowing them to make better segmenting decisions for messaging, products, pricing and promotions.

"Aspects is unlike any other segmentation tool available today," says AnalyticsIQ founder and president, Dave Kelly. "While most tools describe innate facts about consumers, such as their age or income, Aspects completely focuses on the life choices that consumers make. Marketers are not currently leveraging the power of this type of cultural data and we have ample evidence that these key life choices have a substantial impact on purchase behavior."

Built from a proprietary mix of non-traditional "life choice" data, Aspects is available as a standalone product for any company that wants to better understand its customers or prospects. The product is also well suited to use as an overlay with traditional segmentation tools.

Overseeing the development of the Aspects segmentation system, Gregg Weldon, AnalyticsIQ's Chief Analytical Officer says, "Our goal was to create a truly powerful segmentation tool from our suite of proprietary data that adds incremental value to the most commonly used marketing data. We're very pleased that our pilot tests prove we are on to something."

Aspects is the most recent product in AnalyticsIQ's continued rollout of innovative direct marketing tools. It is now available for testing from AnalyticsIQ and through selected resellers of the GeoBase™ product line.

AnalyticsIQ is completely focused on leveraging non-traditional data, along with standard demographic data, to produce products designed to optimize response and conversion. To date, AnalyticsIQ has released a suite of econometric scoring products for a variety of industry segments including ResponseIQ, for identifying responders, and InvestorIQ, an advanced predictor of invested assets.

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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