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Polk Audiences

Built to drive sales, not just traffic

Capitalize on marketplace insights with the confidence and strategic flexibility provided by Polk Audiences. Built on the analytics of every new and used vehicle transaction across the United States for each make and model over the past 30+ years, Polk Audiences leverage the deepest and most robust automotive data in the industry to ensure you are activating audiences that deliver on your marketing strategy.

Polk Audience Types

About Polk Audiences

Audience Methodology

IHS Markit audience segments rely on multi-sourced, U.S. consumer household information that draws from geographic, demographic and area-level vehicle characteristics. The data are used to build a suite of predictive models that allow marketers to select a target audience based on households likelihood of owning a specific type of vehicle, being in the market for a vehicle and/or spending within a certain budget range for their next vehicle. Models can be used alone or in unique combinations to create the most viable audience to meet specific campaign objectives.

Owner Audiences

Current ownership audiences are excellent for service and aftermarket programs. In addition, what is currently in the garage is a strong predictor of future buying behavior. IHS Markit offers a series of highly accurate and efficient statistical models that allows one to target households by likely vehicle ownership or vehicle attributes.

In-Market Audiences

IHS Markit offers hundreds of market timing models (lease affinity, segment, body style, fuel type, make and vehicle model level) that identify likely buyers in the near and long-term. Performance of these audience models is validated against actual buying behavior.

Events

IHS Markit Webinar 04 September 2020

Understanding the 2027 Intelligent Vehicle - (...)

Megatrends impacting future developments in the co (...)

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