NEWS13 February 2012

HookLogic adds Polk data to automotive marketing tool

Data analytics North America

US— Automotive marketing agency HookLogic has integrated Polk Intelligence’s segmentation data into its Lead to Show product, a targeted incentive programme for car dealership websites.

Polk’s predictive models will be used to assess each internet lead according to factors including the source, timing, past buying behaviour and household demographic data. HookLogic will use the information to deliver targeted, time-limited offers such as gift cards.

David Metter, president of automotive at HookLogic, said: “We’ve worked with Polk for over three years, and results from our joint campaigns with automotive dealers have been unprecedented. It was only natural for us to build Polk market insight into our solution set, and our customers couldn’t be happier.”

Andrew Price, vice president for sales and client services, automotive retail and media solutions at Polk, added: “It’s another powerful way to integrate Polk’s lead scoring and market intelligence solutions to provide incremental sales to dealers.”