Audience Data Sessions: Q&A with S&P Global Mobility

Can you introduce yourself and your audience solutions?

Hi – I’m David Kaufman, Executive Director, S&P Global Mobility and my team covers the Polk Automotive Solutions product suite. We work with the world’s leading media platforms and agencies, providing the most complete and accurate automotive intelligence. We make it easier for automotive marketers and dealers to connect more effectively with car buyers.

We offer three main products within the Polk Automotive Solutions portfolio:

1. Polk Audiences for marketing activation. In 2023, we expanded availability of Polk Audiences into Australia, Canada, Italy, Spain and the United Kingdom
2. Polk Signals for measurement and insights, and
3. Polk Data Services which fortify and augment our clients’ first-party data assets.

Our product suite covers the complete consumer lifecycle from consideration, to purchase, through ownership, service and disposal.

Why have you partnered with Eyeota?

We are excited to enter these international markets with Eyeota, to combine our aggregated, census-level, purchase-based automotive information with Eyeota’s industry leading technology to give automotive marketers better options to connect with customers.

In which markets do you operate?

• United States
• Australia
• Canada
• Italy
• Spain
• United Kingdom

Can you discuss the importance of audience data in today’s digital advertising landscape?

Today’s automotive customers expect personalization, relevant offers, and prefer to handle most of the car-buying process digitally. As the world transitions to electrified vehicles, auto shoppers have more options than ever before. That means successful marketers need to employ data-driven approaches throughout the customer journey.

To maximize ROI, automotive marketers will need to connect with all types of car shoppers across all channels to reduce waste and target the households that will actually buy, not just fit a demographic persona.

Improving personalization requires accurate, actionable data. In today’s landscape, the ability to suppress certain segments and add others, while gauging performance on important metrics like sales lift and buy through rates will be critical for success.

How can businesses leverage data to improve advertising strategies?​

Automotive marketers need to account for the introduction of hundreds of new electric vehicles over the next few years. That’s going to mean more complexity with how they support new vehicle launches, promote their existing lineup, and the general profile of their target consumer.

Polk Audiences give marketers the ability to plan and target their advertising. Our census-level scale gives brands the ability to spread their message at scale, based on a solid foundation of data. That means greater relevance and performance against business outcomes.

Reach out to our Audience Specialists at the Data Desk