Polk enhances Diversity Marketing Solutions.

Polk announced it has enhanced its data solutions with increased African American coverage and Hispanic American sub-culture insight. The enhanced data will help automotive marketers better tailor campaigns and target messages for these fast-growing audiences.

Starting this month, Polk customers that license this data will see data enhancements that provide increased African American representation, supporting continued growth of that consumer segment. African Americans account for nearly seven percent of all vehicle purchases annually.

In addition, Polk customers will have access to more detailed sub-culture identification within its Hispanic American consumer data, an industry-first, including the opportunity to evaluate auto purchasing behaviors among 21 Hispanic sub-cultures, including Mexican, Puerto Rican, Cuban and Dominican Republic. The addition of these sub-cultures provides automotive marketers strategic opportunities to confidently develop more definitive campaigns for specific Hispanic audiences to drive business within these communities.

“Based on Polk’s ethnic forecast, we’re projecting increased market share among ethnic buyers of 2.5 percentage points between now and 2016,” said Marc Bland, head of diversity and inclusion at Polk. “Based on the current and expected growth, we’re working with our customers to provide the most comprehensive data and insight to enable them to maximize retail advertising and marketing investments.”

Polk’s solutions incorporate a number of insightful options, including:

· DMA Share Comparison, to help OEMs and dealers evaluate their performance in core markets;

· Multicultural Loyalty, which identifies the most popular vehicles among ethnic groups returning to market;

· Conquest and Defection Analysis, allowing discovery of top conquest and defections by model and/or demographic group based on make or model level, nationally or by DMA, or multicultural customers compared to the general market;

· Share of Garage Analysis, which can be reported on a make or model level, nationally or by DMA or comparing ethnic or gender-specific groups to the general market; and

· Gender Analysis, a simple, yet discerning, analysis of what men and women are buying, including new and used vehicles, along with other analyses.

For more information at http://www.polk.com