By: R. L. Polk & Co.


R. L. Polk & Co. has launched Automotive Lists Online, a new Web-based system that enables dealers and direct marketing agencies to quickly order highly-effective automotive marketing lists for use in vehicle sales and service marketing campaigns. The new online list ordering system identifies consumers that are most likely to own a particular brand of vehicle, who are in the market to purchase a specific vehicle and who are likely to spend within a particular budget amount, among other criteria.

“We created this system to make list ordering faster and more efficient for our customers,” said Laura Murray, product strategist at Polk. “Three product packages are currently available, based on our most popular and requested Total Market Predictor™ list combinations — vehicle ownership by make; vehicle ownership by make, plus in-market timing; and vehicle ownership by make, plus year model.”

Five additional packages are under development that will target likely motorcycle owners and individuals by automotive service preference — those who prefer to do the servicing themselves and others who would rather take their vehicle in for service.

Automotive Lists Online also enables users to enrich their lists with an array of data elements such as Target Score Predictor™, ethnicity/language preference, household age, income and marital status. The system offers free customer file uploads (e.g. dealer file suppression) which enables users to de-dupe a prospecting file in order to obtain pure prospects or target only their current customers according to certain attributes, such as likelihood to be in-market.

“Automotive Lists Online delivers around the clock access to the best prospect information so our customers can see new opportunities in their marketplace before anyone else,” said Andrew Price, vice president, Polk Automotive Retail Solutions. “Based on Polk’s highly trusted and preferred predictive information at local and national levels, this solution enables dealers and others with an automotive customer acquisition strategy to identify prospective customers through a more targeted approach.”

Automotive Lists Online can be accessed directly at: http://automotivelists.polk.com


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