Southfield-based Polk, a provider of automotive loyalty metrics and insight, has launched a new Web-based Loyalty Analytics Tool. 

The tool allows automakers, agencies, and automotive-focused media immediate access to Polk’s robust suite of United States automotive loyalty information, available around the clock through a secure online portal.

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The new online Loyalty Analytics Tool provides subscribers access to Polk’s comprehensive loyalty database containing all light vehicle transactions for all U.S. households for the past 10 years. It also allows clients to retrieve information quickly, so they may query information on loyalty, conquest and defection information from any location with internet access. The Loyalty Analytics Tool contains current year statistics within 60 days of transactions, as well as five years of history of return-to-market transactions in the U.S. market.

“We developed this comprehensive solution in direct response to customer requests for current and easily accessible automotive loyalty data,” said Brad Smith, director of Polk’s loyalty management practice.  “This new solution provides a robust level of access to our loyalty information and allows customers to create flexible and detailed analysis on their schedules.”

The Loyalty Analytics Tool can help customers with their business strategies to retain current owners, mitigate the risk of defection and conquest new customers. Key features of the solution include information on a variety of vehicle characteristics, including manufacturer, make, model and segment information; demographic information, such as age, gender, income or ethnicity; standard geography, including national, state, DMA and ZIP code, along with OEM custom geography; a choice of methodology, either Polk household methodology or disposal methodology; and time period research, by calendar year, industry model year, selected quarters or months. 

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Customers have access to immediate answers to loyalty questions that drive conquest and owner retention strategies. Detailed transaction-based reports can be quickly generated by the user and the online tool is easy to navigate. 

Polk offers training for customers new to the solution, and can help users understand the full capability and the unique information the Loyalty Analytics Tool provides to help customers understand and analyze owner loyalty at the deepest levels to help grow their business. To learn more about Polk’s Loyalty Analytics Tool, please click here.

Polk’s Loyalty Management Practice aids manufacturers and retailers in effectively managing owner loyalty through the in-depth analysis of automotive shopping behaviors and related market influencers. Polk’s analyses cover the entire U.S. market, and can identify likely defectors, before they leave, providing the opportunity to re-win their business prior to defection actually taking place. The practice is solely focused on helping manufacturers and dealers in retaining their owners through our diagnostic, predictive and advisory services.

Polk’s solutions identify the key areas and potential causal factors influencing owner loyalty and are applied in the sales, service, finance and marketing functions within the automotive industry.  Polk recognizes automotive manufacturers and brands for loyalty annually with the Polk Automotive Loyalty Awards, which are based on analysis of automotive loyalty by model year. 

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