In the US, automotive research specialist R.L. Polk & Co has partnered with online targeting firm DataLogix to enable auto companies and dealers to address online audiences based on their real-world purchasing behavior.
DataLogix (formerly known as NextAction) operates the online platform for Real-World Data, and claims to have the industry's largest database of SKU-Level consumer discretionary purchasing behavior.
By combining DataLogix's DLX Platform with Polk's Total Market Predictor (TMP), the partners will offer household-level, auto business intelligence solutions to the auto industry.
Chairman, President and CEO Stephen Polk explains that TMP uncovers what is most likely to be in prospects' garages, what they'll buy next, and how much they'll spend. 'Now, for the first time, marketers can leverage our industry-leading data and predictive models to target automotive audiences online,' he comments. 'Our auto expertise, combined with DataLogix's unique approach to delivering online audiences, will create an entirely new class of online targeting tools for automotive marketers.'
DataLogix President, Eric Roza says the combined service will help auto companies 'find their audiences online'.
Web sites: www.polk.com and www.datalogix.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.