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Polk Predictive Automotive Audiences

Access predictive audiences that are 10x more likely than the general population to buy a target vehicle.

With over 1,600 predictive audiences mapped to over 120 million US households, fueled by deep learning and artificial intelligence, and custom audiences available within 24 hours, Polk Predictive Audiences by IHS Markit provide the building blocks to meet any targeting needs – and daily measurement to prove it.

vehicle history, data attributes, data sources, predictive models, proven performance, likely to buy

price point, vehicle age, ethnicity, demographics, geography, dealership, segment, make, model, lease behaviors, purchase prospects, segent, make, model, loyalty behavoirs, lease behaviors, vehicle owners

About Polk Predictive 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.

Market Timing 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.


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