Noone is arguing head to head is all that matters, its just one of several factors, some of which Iowa has an advantage over Iowa State.
Head to head - Iowa won big. Yes it was a home game, but Carver aint worth 14 points. Its always half empty and dead quiet, so its barely an advantage, right guys?
Bad losses - Iowa's worse loss is to #46 Minnesota (I'm using Kenpom for everything for convenience) on the road and all other losses are to teams in the top 11. ISU lost at home to 41 TCU and neutral court to #87 Arizona (yikes).
Record vs SOS - Iowa has a 20-5 record vs the #30 SOS, ISU has a 19-6 record vs a worse schedule (42nd).
ISU has more big wins (vs elite competition) and much better road wins.
Honestly, our resumes are pretty even. ISU seems to have a higher ceiling but a higher chance of laying an egg vs mediocre competition. Iowa has found a way to not lose to mediocre teams, but has looked overmatched vs elite teams.
I think both could do well in the tournament if they play at the levels each fanbase knows they are capable of. I think ISU has a better chance of making a real deep run because they can beat elite teams. Hard to see Iowa making the deep run with how they played vs Purdue and Sparty.