The best modeling inputs depend on the use case, but strong models usually combine first-party outcomes with external data that adds behavioral truth, contextual depth, and predictive signal. For example, response and propensity models benefit from historical performance, audience characteristics, transaction behaviors, and engagement signals. Alliant supports this by combining member-sourced transaction data, people-based consumer data, and psychology-driven attributes that describe motivations, buyer types, and likely future behaviors. That makes Alliant particularly useful for response modeling, lookalike modeling, propensity scoring, media mix support, and custom predictive analytics.