The alliance enables Polk’s vehicle data to be integrated with InsightExpress’ digital advertising measurement, allowing unprecedented insight into the ROI of advertising campaigns and giving marketers a deeper and more robust understanding of how ad exposure drives purchasing behaviors.
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Ignite Auto, InsightExpress’ product offering enhanced by this alliance, flags specific opt-in panel members who have been exposed to an automotive ad campaign and matches them against Polk’s vehicle data, creating a combined respondent profile. The profile reveals an online campaign’s impact from ad exposure and brand attitude, to purchase behavior based solely on actual behavior.
“Polk’s alliance with InsightExpress offers a unique view into consumer behavior, one that is becoming more difficult to attain as automotive shoppers have become more engaged in the digital experience,” says John McBride, director, sales and client services and digital marketing practice leader at Polk. “As digital advertising expands, automotive marketers need to better understand the impact of increased spending on vehicle purchase behavior so they can adjust their campaigns based on the results.”
With the addition of Polk data, InsightExpress is able to build on its successful Ignite Network® to provide the most advanced automotive marketing tools available, all within the Ignite Auto solution. Both agencies and advertisers benefit from the integration of profile and offline purchase data, which may be used to better understand consumer behavior.
“Polk’s robust census of vehicles and automotive industry insight brings our solution to the next level,” says Marc Ryan, co-chief executive officer at InsightExpress. “We always have understood the needs of automotive brands and we are confident that Ignite Auto will help marketers better understand the relationship between automotive advertising and consumer behavior.”
For additional details about this offering and other solutions from Polk, visit Polk's Automotive Retail Solutions and Commercial Vehicle teams at the NADA/ATD Convention & Expo at the Orange County Convention Center, booth #242, in Orlando Feb. 9-11.
About Polk
Polk is the premier provider of automotive information and marketing solutions. The organization collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Michigan, with operations in Australia, Canada, China, France, Germany, Italy, Japan, South Korea, Spain, the United Kingdom and the United States. For more information, please visit www.polk.com.
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