SOUTHFIELD, Mich. – Automotive data and marketing intelligence firm Polk has entered into a strategic alliance with InsightExpress, a marketing research and data analytics firm.
 
The alliance enables Polk’s vehicle data to be integrated with InsightExpress’ digital advertising measurement, allowing unprecedented insight into the ROI of advertising campaigns, giving marketers a deeper and more robust understanding of how ad exposure drives purchasing behaviors.
 
Ignite Auto, InsightExpress’ product offering enhanced by this alliance, flags specific opt-in panel members who have been exposed to an automotive ad campaign and matches them against Polk’s vehicle data, creating a combined respondent profile. The profile reveals an onlinecampaign’s impact from ad exposure and brand attitude, to purchase behavior based solely on actual behavior.
 
“Polk’s alliance with InsightExpress offers a unique view into consumer behavior, one that is becoming more difficult to attain as automotive shoppers have become more engaged in the digital experience,” said John McBride, director, sales and client services and digital marketing practice leader at Polk. “As digital advertising expands, automotive marketers need to better understand the impact of increased spending on vehicle purchase behavior so they can adjust their campaigns based on the results.”
 
With the addition of Polk data, InsightExpress is able to build on the Ignite Network to provide the most advanced automotive marketing tools available, all within the Ignite Auto solution. Both agencies and advertisers will benefit from the integration of profile and offline purchase data, which may be used to better understand consumer behavior, the two companies say.

“Polk’s robust census of vehicles and automotive industry insight brings our solution to the next level,” said Marc Ryan, co-CEO at InsightExpress. “We always have understood the needs of automotive brands, and we are confident that Ignite Auto will help marketers better understand the relationship between automotive advertising and consumer behavior.”
 
Polk’s Automotive Retail Solutions and Commercial Vehicle teams will be on-hand to discuss this new alliance and other Polk offerings at the NADA/ATD Convention & Expo taking place Feb. 9-11 at the Orange County Convention Center, booth No. 242, in Orlando, Fla.