Experian Releases Auto Market Statistics Goes Head To Head With Polk

COSTA MESA, Calif., Oct. 21 -- Experian®, a leading provider of global information solutions, today announced the launch of Auto Market Statistics(SM), aggregated automobile information marketers can use to develop a better understanding of consumer behavior. With up-to-date individual motor vehicle information no longer available, marketers are turning to Auto Market Statistics to help them identify automobile ownership patterns within specific geographic areas. By combining vehicle market conditions with demographic information, marketers gain additional insight into the predicted spending habits of their customers and prospects.

"Experian's Auto Market Statistics has allowed us to develop models that focus our marketing efforts on consumer groups likely to be the most productive," said Mary McKenna-Trepp, executive marketing director, Database Marketing Services for Time Inc. "With Auto Market Statistics we have been able to compensate for changes in the availability of auto data."

Auto Market Statistics, calculated at four geographic levels including ZIP+4, provides marketers with a unique data source for automotive related information that can be used in modeling and statistical analysis applications. With Auto Market Statistics marketers gain valuable insight into the lifestyles, affluence and other key characteristics of consumers at different geographic levels. Incorporating automotive information into their marketing mix helps marketers achieve significant incremental lift over demographics alone.

"Auto Market Statistics allow marketers to maximize the effectiveness of their communications by developing a deeper understanding of their target audience," said Jim DeMarke, director of Product Marketing for Experian's Marketing Services business unit. "With a menu of over 300 variable selects available ranging from average number of vehicles and vehicle value within a household to average number of new and used vehicles, marketers have new solutions that can drive a higher level of return."

Auto Market Statistics are derived from the rich source of motor vehicle data contained in Experian's unique National Vehicle Database -- one of the largest relational databases in the world comprised of over 15 billion records on more than 400 million vehicles. Experian calculates conditions by aggregating the vehicle data within statistically targeted geographic zones throughout all 50 states.