Martech Interview with Curtis Marshall, SVP of Business Data Partnerships at AnalyticsIQ

When two powerful subject matters, cognitive psychology, and data science are blended together, powerful analytics come through!

Combining cognitive psychology and data science allows companies to develop a deeper understanding of not only who people are, but also an individual’s decision-making.

1. Could you share a bit about yourself and your career before AnalyticsIQ?
Absolutely, I’ve spent over two decades working in the data and analytics space – specifically focused on B2B and B2B data. I started as an inside sales rep and worked to advance to multiple leadership positions. One position I’m particularly proud of was being appointed Senior Leader of DE&I by the CEO at my previous company.

2. Could you tell us more about AnalyticsIQ and how has the company evolved over the last couple of years?
AnalyticsIQ is an offline data creator and the first data company to blend cognitive psychology with data science to help B2C and B2B organizations understand how and why individuals make decisions at home and at work with the most comprehensive and accurate data available.
While we create traditional data points and audiences like demographics, affluence, interests, firmographics, and more, with our research-based approach to data creation, we’ve recently been able to develop unique data and solutions such as:
i) Social determinants of health (SDOH)
ii) Predicting motivations and future actions
iii) B2B2C linkage data that connects an individual’s consumer profile at home to their professional profile at work
iv) API – we were an offline shop but we recently developed an API to deliver data
v) Our data is available across the digital ecosystem for use and integrations across platforms including AWS, Snowflake, and most major DMPs

3. What’s your favorite part about working in this industry?
My favorite part about working in the B2B data industry is working with incredibly data-savvy people who understand the value of data-driven solutions to solve business problems. It is amazing when teams come together, collaborate, and can see the impact they’re making with the use of data and analytics.

4. You are working for more than 20 years in the B2B industry, how do you look at the future of this industry?
I firmly believe the B2B industry must become more and more personal and people-based. The focus must shift to gaining a deeper understanding of clients and prospects as individuals – not just accounts.
i) How do they profile on a personal level?
ii) How and why do they make decisions?
iii) What behavior or traits have they shown that will influence decision-making?
By understanding prospects on a personal level, B2B organizations can offer the right solutions to the right people more effectively – truly a win-win.

5. Which industry domains do you cater to?
At AnalyticsIQ we are very much industry agnostic. Historically, we have worked with fantastic partners in financial services, travel, non-profit, automotive, and more. But as more and more industries become data-driven, we have started to see additional success in certain verticals such as healthcare, insurance, and B2B.

6. How do you look at the importance of data-driven products?
Data is now considered an integral part of any organization. Combining AnalyticsIQ data with a client’s first-party data allows companies to make informed data-driven decisions. These decisions can help improve business processes and predict future trends and behavior and they can be a tool for identifying new avenues to generate revenue.

7. Why there is a need to make a combination of psychology and data science?

Combining cognitive psychology and data science allows companies to develop a deeper understanding of not only who people are, but also an individual’s decision-making.

In particular, the behaviors and personality traits that lead to the “why” – for example: Why does an individual decide or not decide to make a purchase? Are they spontaneous or conscientious? Are they environmentally conscious? Do they prefer email over phone calls? By going beyond the numbers and unlocking insights such as these, organizations can better serve the true needs of their customers and prospects by offering a better experience.

8. Can you give us a sneak peek into AnalyticsIQ’s development plans?
In the near future, AnalyticsIQ will continue the evolution of our brand-new API offering by advancing functionality and adding additional use case-based solutions.
As we have for the past 15+ years, we will continue to conduct research to develop insight and unique data sets that will continue to enhance the value of our current B2B and B2C data offerings.

9. What is the biggest piece of advice you would want to give to company leaders?
Most companies have a wealth of data housed within their walls. My advice is to leverage this data to make data-driven decisions to move your company forward. Establish a data-first culture. From there, you begin to measure results, augment them with external insights, and scale your efforts in an intelligent way – the possibilities are endless.

10. How do you stay motivated? What are your key learnings from your career so far?
I use new challenges as motivation. Most conversations we have with our clients are focused on solving real business problems. It’s exciting to see our ideas and solutions make an impact and help move companies forward. I get excited when my partners get excited.

11. You played professional basketball in Germany. How do you manage your schedule to pursue this hobby?
Playing professional basketball was amazing. I still love the game and use it as my place of refuge. I play as often as I can while managing my schedule. I do view it as essential to my overall wellness as it allows me to clear my mind while getting a good workout.

12. What movie/book has inspired you recently?
I’m a big fan of documentaries, in particular ones that are based on people’s lives. My 11-year-old is a big Giannis Antetokounpo fan. He and I recently watched a documentary about his life and the sacrifice his parents made to move the family from war-torn Nigeria as refugees to Greece. It was a story of incredible perseverance, determination, family, and hope – very inspirational.

Curtis Marshall, SVP of business data partnerships at AnalyticsIQ
With over 20 years in the B2B data industry, Curtis Marshall joined AnalyticsIQ as the SVP of Business Data Partnerships and leads the company’s data partnerships and go-to-market strategy for its B2B data offering, BusinessCore. Prior to joining AnalyticsIQ, Curtis worked with brands across verticals, especially leading Fortune 500 insurance and financial services companies. Curtis played collegiate basketball at NC State University and firmly believes the ACC is better than the SEC. Outside of work, Curtis loves spending time with his family - his two sons and one daughter keep Curtis busy trying to ensure they make it to all their events!

AnalyticsIQ is the leading offline marketing data creator and predictive analytics innovator. We are the first data company to consistently blend cognitive psychology with sophisticated data science to help you understand the who, what and why behind individuals and the decisions they make every day - whether at home as consumers or at work as professionals.

Our accurate and comprehensive consumer database, PeopleCore, provides access to data attributes you can’t find anywhere else. From demographics and affluence categories to psychological drivers and purchase predictors, data scientists and marketers rely on our data to build better models and fuel personalized experiences across channels.

For B2B marketers, our first-of-its-kind BusinessCore database, provides unprecedented insight into not just businesses and accounts, but also individual employees. By linking an individual’s professional profile at work to their consumer profile at home, companies can accelerate their B2B marketing and sales efforts while building long-standing customer relationship.

Combining the power of our two robust databases, Connection+ is the richest source of B2B2C linkage data - especially ideal for instantly identifying micro and small businesses and the people driving them forward, both as professionals and everyday people. With Connection+, brands can tap into predictive, contextual profiles on both businesses and the people making key buying decisions.

Recognized as “Best Predictive Analytics Solution”, AnalyticsIQ is headquartered in Atlanta, Georgia, and employs a team of industry veterans, data scientists and cognitive psychologists with over 100 years of collective analytical experience, so we speak geek! Our fast and flexible approach makes it easy to get started using sophisticated data to grow your business.

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