Southfield-based Polk Monday announced an expansion of its partnership with Westminster, Colo.-based DataLogix.

The two companies will work together to provide automotive marketers targeted information on potential customers through the DLX Audience Platform.

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“Polk and DataLogix broke new ground last year by giving automotive brand marketers the ability to precisely define and reach online audiences based on Polk’s industry-standard segmentation, which is derived from likely vehicle ownership and other proprietary data sources,” said Tim Rogers, president of Polk. “Our joint research and development recently led to the introduction of a new suite of custom models and closed-loop campaigns, allowing us to measure beyond the click, to assess actual lift in vehicle purchases.”  

Added DataLogix president Eric Roza: “Polk automotive data is an essential ingredient in the media and research decisioning of every single auto manufacturer. For automotive marketers content with driving and measuring clicks, there are many great solutions available.  However, DLX and Polk are happy to offer a better way: true, purchased-based audience reach. Simply put, there is no longer any need to run online automotive campaigns without measuring the impact on actual vehicle sales.” 

Automotive marketers can leverage the Polk-DataLogix partnership  solutions to reach relevant audiences for awareness and consideration, as well as in-market buyers based on data such as the brand, type and age of the vehicles most likely in a user’s garage.

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The expanded partnership now also supports custom segments that allow marketers to build a tailored audience using proprietary predictive models and offline segmentation, OnRamp, which transforms a marketer’s offline CRM data into a digitally addressable audience, and ClosedLoop Measurement which identifies the offline sales impact of online campaigns.

Polk automotive data is available online exclusively via DataLogix through all leading ad networks, portals, publishers, and agency platforms.

DataLogix operates the leading cross-channel audience and measurement platform for many of the country’s largest brand advertisers, direct marketers, and digital media companies.

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Polk collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. More at