Polk and DataLogix Extend Auto Alliance

In the US, automotive information specialist Polk and online targeting firm DataLogix have extended their relationship to provide 'real-world' segmentation-based online reach and measurement.

The firms first partnered last year with the aim of providing household-level automotive business intelligence. This earlier deal combined DataLogix's DLX Audience Platform - which contains a database of SKU-level consumer purchasing behavior - with Polk's Total Market Predictor, which offers future vehicle purchasing trends data.

The Polk-DataLogix solution, which provides data such as the brand, type and age of the vehicles most likely in a user's garage, now includes custom segments that allow marketers to build a tailored audience using proprietary predictive models and off-line segmentation.

New features include OnRamp, which converts off-line CRM data into a digitally addressable audience, and ClosedLoop Measurement, which identifies the off-line sales impact of online campaigns.

'While there are a great many data solutions for automotive marketers, DLX and Polk are happy to offer a better way: true, purchase-based audience reach,' states DataLogix President, Eric Roza. 'Simply put, there is no longer any need to run online automotive campaigns without measuring the impact on actual vehicle sales.'

Web sites: www.polk.com and www.datalogix.com .