Polk, recently purchased by IHS Inc. (NYSE: IHS), a leading global source of critical information and insight, and Cobalt, a business unit of ADP Dealer Services, Inc. (a division of ADP®) and the global leader in digital solutions for automotive manufacturers and their dealer networks, today announced that the Polk Territory Pro solution is now available to franchised dealers subscribing to Cobalt PowerBrand for planning strategic digital advertising campaigns. PowerBrand is a dealer-controlled, multichannel digital advertising solution that leverages the automotive industry’s first and most advanced hyper-local advertising platform.
Polk Territory Pro provides Cobalt PowerBrand dealers a competitive landscape and local market insights, revealing opportunities for business growth and taking their digital targeted marketing efforts to the next level.
“Territory Pro provides a new level of insight to dealers when it comes to digital advertising campaigns,” according to Brad Korner, vice president, automotive retail and media, from Polk (now IHS Automotive). “Allowing dealers to adjust and re-allocate campaign budgets and plans based on changes and opportunities in their local markets enables better business planning,” Korner continued. “It also offers an opportunity to align advertising and marketing budgets to drive vehicle sales and service opportunities.”
The insight included in the versatile quarterly Territory Pro report available through PowerBrand identifies:
- Zip code-level insight of in-market prospects for targeted marketing campaigns
- New and used vehicle information, including which vehicles are being sold by competitors in the same market
- Service opportunities
- Segment, make and model detail
- Age of vehicles in the area based on VIO (Vehicles in Operation) data
“Cobalt is focused on providing dealers the business insights they need to make smart advertising decisions,” said Max Steckler, vice president, Global Advertising Solutions/Business Intelligence, Cobalt. “Polk market analysis, complemented by Cobalt’s own analytics, provides dealers with unmatched intelligence in achieving their sales objectives,” he added.
Territory Pro is available now to Cobalt customers using PowerBrand and Polk showcased the breadth of the integrated Territory Pro solution during the recent National Automobile Dealers Association (NADA) Convention and Expo in New Orleans.
IHS (NYSE: IHS) is the leading source of information, insight and analytics in critical areas that shape today’s business landscape. Businesses and governments in more than 165 countries around the globe rely on the comprehensive content, expert independent analysis and flexible delivery methods of IHS to make high-impact decisions and develop strategies with speed and confidence. IHS has been in business since 1959 and became a publicly traded company on the New York Stock Exchange in 2005. Headquartered in Englewood, Colorado, USA, IHS is committed to sustainable, profitable growth and employs more than 8,000 people in 31 countries around the world.
IHS is a registered trademark of IHS Inc. All other company and product names may be trademarks of their respective owners. © 2014 IHS Inc. All rights reserved.
Cobalt, a business unit of ADP Dealer Services, provides digital marketing solutions to a majority of US automotive dealers and manufacturers, and is North America’s leading provider of automotive marketing services. For over 18 years, Cobalt’s mission has been to help automotive dealers and manufacturers increase their retailing effectiveness and profitability. The company offers a comprehensive set of highly effective and efficient marketing solutions and services, delivering seamless shopping experiences to consumers, and high quality sales opportunities to dealers. Visit Cobalt.com.
With more than $11 billion in revenues and more than 60 years of experience, ADP® (NASDAQ: ADP) serves approximately 620,000 clients in more than 125 countries. As one of the world’s largest providers of business outsourcing and Human Capital Management solutions, ADP offers a wide range of human resource, payroll, talent management, tax and benefits administration solutions from a single source, and helps clients comply with regulatory and legislative changes, such as the Affordable Care Act (ACA). ADP’s easy-to-use solutions for employers provide superior value to companies of all types and sizes. ADP is also a leading provider of integrated computing solutions to auto, truck, motorcycle, marine, recreational vehicle, and heavy equipment dealers throughout the world. For more information about ADP, visit the company’s Web site at www.adp.com.