Predictive Consumer Intelligence: AI for Behavior, Purchase & Propensity

Shatter age and gender-based stereotypes, surpass surface-level categorizations, uncover deeper consumer insights and unlock smarter targeting with Data Axle’s AI-Powered Propensities. Designed for marketing, analytics, and data science teams, this dataset provides access to AI-modeled audience segments and individual-level propensity scores across a wide range of behaviors and intents.

Data Axle, formerly Infogroup, has been a trusted provider of data-driven solutions since 1972. It has coverage of over 95% of U.S. adults and households, Data Axle combines deterministic offline and online sources—voter files, utility connects, real estate, and more—to create enriched, actionable consumer profiles which can be consumed directly within your environment.

What Sets Us Apart: Unlike traditional forecasting models built on static rules or demographics, our AI engine continuously learns and adapts, using thousands of behavioral, attitudinal, and transactional signals to generate nuanced audience definitions.

• Trained on expansive offline PII data, utilizing all signals (not just age/income)
• Scores every individual (0–1) by propensity to act
• Optimized for personalized targeting, next-best action, and cross-sell models
• Built for scalable segmentation, enrichment, and omnichannel activation

Audience Categories Highlights: Each category includes multiple AI-scored segments – below are illustrative examples and business applications. New categories are released regularly.

• Automotive
  • Likely to upgrade or switch to an electric or luxury SUV, with detailed brand and fuel-type preferences
  • Use for powering model-specific marketing, conquest targeting, and dealer lead generation
• Healthcare
  • Purchasers of vitamins, supplements, and wellness products; oriented toward proactive self-care
  • Use for personalizing health-focused messaging without referencing medical conditions
• Retail
  • Promo-sensitive buyers or loyalists to specific retail chains and categories (e.g., apparel, toys, electronics)
  • Use for optimizing promotions, loyalty campaigns, and product recommendations
• Insurance
  • Multi-line policyholders or recent switchers across auto, home, life, or health coverage
  • Use for driving cross-sell, upsell, or win-back initiatives with high-switch propensity segments
• Travel
  • High intent audiences for cruises, Airbnb, or road trips with preferred booking platforms tagged
  • Use for boosting travel bookings, bundle offers, and destination-specific targeting
• Cause & Politics
  • Ideology-aligned voters and donors to issue-based causes (e.g., gun rights, climate, education)
  • Use for fueling voter outreach, fundraising, and advocacy campaigns with high-precision personas
• Diversity & Culture
  • Ethnic product buyers and LGBTQ+ consumers with cultural affinity behaviors
  • Use for enabling inclusive marketing and community engagement with authenticity

Key Features

• AI Propensity Scores: Thousands of behavioral and attitudinal traits modeled using advanced AI logic. With every individual scored between 0 and 1, and propensities to purchase graded very low, low, moderate, high, very high.
• 360 Consumer Audience Building: Enrich your first-party records with lifestyle, media, psychographic, and purchase signals
• Pre-Built Segments: Ready-to-use vertical segments across Automotive, Retail, Healthcare, Financial Services, etc.
• Flexible Delivery: Append-able to first-party data using HEMs, Data Axle IDs, or client-specific match keys
• Omnichannel Ready: Deploy across email, programmatic, direct mail, OTT, CTV, and clean rooms

Use Cases

• Enhance first-party data with behavioral and lifestyle signals
• Test potential value through multi-channel campaigns based on new custom audiences
• Large, highly nuanced, audience targeting for digital segments
• Run targeted campaigns for price sensitive, brand loyal/switchers, and quality seekers
• Power customer journey modeling with next-best-offer logic
• Identify co-marketing partnerships and audience assignments
• Improve media ROI with audience segments ready for activation
• Reduce opt-outs and churn, improve reach

Next Steps:

• Request listing access
• Data-Axle team will contact you to finalize audience, data cut, and delivery method / frequency.
• Need a Custom Audience? We deliver tailored segments within 5–10 business days