Alliant’s PurchaseCore turns billions of buys into targeting

Alliant has launched PurchaseCore, a consumer purchase behaviour dataset that aims to help marketers spot the buyers most likely to convert — using actual transactions rather than declared intentions.

What PurchaseCore covers

The first release spans major spend categories: automotive in-market attributes by make and model, plus brand and category purchase attributes across consumer packaged goods, retail and apparel, travel and hospitality, dining and more.

Alliant built the solution from billions of real transactions. Those signals are packaged for customer acquisition, audience development, first-party data enrichment and predictive targeting.

Why purchase history beats stated intent

The launch rests on a familiar behavioural truth: revealed preference. What someone actually buys tends to say more about future behaviour than what they tell a survey panel. PurchaseCore turns that idea into addressable segments that go beyond what a brand already knows from its own CRM.

Scarlett Shipp, Alliant’s CEO, put it simply: “What people buy is one of the clearest signals of what they’ll do next.”

What + why = a fuller targeting model

Alliant is positioning PurchaseCore alongside PeopleCore, its existing psychology-based consumer data product. PurchaseCore predicts what a consumer is likely to buy next; PeopleCore adds the decision-making layer — motivations, channel preferences and purchase mindsets.

Chief Product Officer Dave Taylor said PurchaseCore is “grounded in real transactions, delivered where marketers already work, and built to pair with PeopleCore.” For brand teams, that pairing means the model can answer both what and why, instead of stopping at a propensity score.

How marketers can use it

• Enrich first-party CRM records with category-level purchase propensity before campaign planning.
• Build audiences from in-market signals — such as automotive intent by make and model — for upper-funnel work.
• Layer PeopleCore insights on top to adjust message, channel and creative to the buyer’s mindset.

PurchaseCore is available for enrichment, licensing, installation and API delivery, with predictive audiences accessible through major platforms for digital and offline activation.

For brands watching their acquisition costs, the appeal is practical: you stop guessing from demographics and start prioritising people whose transaction trail suggests they are already moving toward a category.

Source: marcommnews.com