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.
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.
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.