CLARITAS Polk Automotive Profiles

The fast lane to your customers

Overview

R.L. Polk & Company (Polk) Automotive Profiles provide marketing professionals with an important key to understanding their present customer composition and future market potential. This database profiles buyers of specific vehicles and vehicle categories, utilizing actual vehicle registrations, not survey data. The resulting profiles provide a comprehensive view of your customer base, including where your customers are concentrated and the best way to reach them.

Features & Benefits

Use Polk Auto Profiles to target:

• Customer-purchasing habits in an auto or truck category
• Leverage data to determine sales potential for each vehicle type
• Know and understand who buys from the competition
• Visually determine opportunities through mapping giving you greater insight about the vehicle purchasing behaviors in your marketplace

Polk Automotive Profiles offer focused market research that can be used by the auto industry and beyond:

• Technology companies - introduce new technologies into vehicles such as navigation systems or audio visual equipment
• Financial service companies - gain additional customer insights based on car models purchased by target groups.
• Media companies - compare and contrast their audience to a given brand to better present their consumer reach to these large advertisers

Using industry-standard PRIZM segment codes, Polk Automotive Profiles aid marketers in customer acquisition and retention, media strategy, and site location. To assist our clients in leveraging these insights, Polk Automotive Profiles are available in the following software platforms:

• Prime Location
• iMARK OnLine
• AdSelect
• ConsumerPoint
• MarketPlace

Technical Specifications

Polk Automotive Profiles present new vehicle registration data by vehicle make and model, including many series and trim levels. The profiles reflect retail sales and leases to individuals and do not include fleet sales. Polk Automotive registration data is coded with PRIZM assignments using the ZIP+4 of the individual registration and aggregated by segment. Polk complies with DMV restrictions to protect consumer confidentiality and does not release address level data. It is important to note that vehicles purchased can potentially represent several different model years, as a 2008 model may have been purchased in late 2007.

Learn more about how Polk Automotive Profiles can help your targeting, call 866-737-7429.