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Polk's Analytics to Spot Online 'Tire Kickers'
R. L. Polk & Co., fresh from an acquisition announcement on Friday, is to launch an Internet lead scoring product for the online automotive retailing industry, combining its predictive modeling and analytic capabilities with its in-depth market data .
The new product will hit the market in the summer of 2007 and aims to predict who is currently in the market for a vehicle, what they are likely to purchase and how much they are likely to spend, thus helping retailers and manufacturers to optimize their strategy. It will also provide insight on sales tactics.
A pilot, involving an original equipment manufacturer and a Top 10 dealer group, is in development and likely to be concluded in the spring.
'Determining which leads come from prospects ready to buy and which leads come from tire kickers can significantly enhance the efficiency of Internet-based automotive retailing' comments Mike Spadafore, Global Product Strategist with the company. He adds: 'The automotive industry is clamoring for this type of solution'.
Polk announced last week that it was buying the Automotive Information Centre (AIC), a division of online automotive retailer Autobytel (DRNO www.mrweb.com/drno/news6399.htm ). The company is privately held and based in Southfield, Mich. with operations in Asia, Australia, Europe and North America, and a web site at www.polk.com .
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