SYS-CON MEDIA Authors: Pat Romanski, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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InsightExpress Now Powered by Polk Data

InsightExpress, a leading marketing research and data analytics firm, today announced it is expanding its Ignite Auto research solution through a strategic alliance with Polk, the worldwide leader of automotive data and marketing solutions. With this alliance, InsightExpress marries its digital advertising measurement capabilities with the power of Polk’s complete census of vehicle registration data. The result is unprecedented insight into the ROI of advertising campaigns by offering marketers a deeper and much needed understanding of how ad exposure drives buying behaviors.

Ignite Auto is driven by InsightExpress’ patent pending and award winning Ignite Network®, the world’s largest panel based data analytics and research platform, bringing together unmatched scale with the power of consumer insight. The Ignite Network is the first platform to link digital ad exposure and offline purchase behavior to a network of panels, address cookie deletion, and eliminate the need for online publishers to offer control inventory.

Ignite Auto works by flagging specific opt-in panel members who have been exposed to an automotive campaign and then matching them against Polk’s census of vehicle registrations. The combined respondent profile reveals an online campaign’s true impact, from ad exposure and brand attitudes, to actual purchase behavior. Since purchaser data comes from a registration census, all sales information is based on actual behavior versus stated behavior. However, surveys can query respondents on a custom selection of KPIs including:

  • In market status
  • Dealer visit (by make and model)
  • Test drive (by make and model)
  • Type of purchase (new, used, or leased)

Both agencies and advertisers benefit from the integration of profile and offline purchase data, which may be used for targeting and optimization.

  • For example, with Ignite Auto, a U.S. car manufacturer could understand how exposure to a 2013 SUV campaign targeted towards mothers specifically affected key branding metrics among individuals who already own that brand of car or who own competitive brands.
  • Or, an agency working with an automotive client might use Ignite Auto to understand the effect of frequency, ad decay (reduced ad impact over time) and change in attitudinal metrics months later among those who saw an ad. Due to prior limitations with cookie technology, this type of extended timeframe post-exposure research was previously impossible.
  • Or, a marketer can determine the effect of messaging on custom KPIs and, finally, actual conversion to sale.

“InsightExpress has significant experience when it comes to evaluating advertising for the automotive industry,” said Marc Ryan, Co-Chief Executive Officer at InsightExpress. “We have come to understand several challenges faced by automotive brands, including the need to drive category demand and to effectively market two ‘brands’ at once – both the make and the model. With Ignite Auto, building on the success of our first of a kind Ignite Network, we aim to provide the most advanced tools available that will allow marketers to best synthesize all of these metrics for both short term and long term success.”

“As media budgets continue to shift to digital channels, automotive marketers want to understand the impact of their increased spending on vehicle purchase behavior,” said John McBride, Director, Sales and Client Services and Digital Marketing Practice Leader for Polk. “Polk’s alliance with InsightExpress provides a unique view into this highly coveted consumer behavior.”

“InsightExpress has rethought respondent access and the depth of consumer data available for the automotive industry,” said Meridee Alter, SVP Media Director, RPA. “By providing highly controlled sample recruitment, and a long view of how consumer attitudes and behaviors intersect, Ignite Auto will advance advertising effectiveness research.”

About InsightExpress

InsightExpress is an industry leading marketing research and data analytics provider specializing in the measurement of brand communications. The company’s proven approaches include message evaluation, advertising effectiveness, creative development and cross-media optimization. With vast industry expertise, proprietary methodologies and an exclusive platform, InsightExpress helps agencies, media and advertisers optimize marketing initiatives across all media channels. Founded in 1999, InsightExpress is headquartered in Stamford, CT, with offices in San Francisco and New York. For more information, please visit our corporate Web site at www.insightexpress.com or our InsightfulAnalytics blog at http://blog.insightexpress.com/; you may also call 203.359.4174.

About Polk

Polk is the premier provider of automotive information and marketing solutions. The organization 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. A privately held global firm, Polk is based in Southfield, Michigan with operations in Australia, Canada, China, France, Germany, Italy, Japan, South Korea, Spain, the United Kingdom and the United States.

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