R. L. Polk & Co.

Campaign Evaluation

Are you maximizing the return on your marketing investments? Polk can measure and evaluate the effectiveness of marketing campaigns, incentives, and special promotions to provide you with the answers to your toughest questions:

How did the list perform?
How did the creative perform?
Was the offer strong enough?
Which offer worked best?
How did the overall campaign perform?
How many vehicles did you sell?
How many vehicles did your competition sell?
Which response method was most effective?
What was the return on investment (ROI)?

Once you have a better understanding of what worked and why, you can begin to more accurately address the quality and effectiveness of your marketing programs. Then you can make improvements as necessary to leverage your marketing dollars more effectively by repeatedly evaluating your efforts to assist your company in:

Narrowing list sources and individual selections to only the most targeted and effective
Learning which creative formats and incentive offers drive traffic and produce results
Targeting geographical regions intelligently

Lead Marketing
Polk’s full array of lead marketing services offers you a simple way to quickly and accurately assess your leads and differentiate lead follow-up to make sure you are communicating effectively to your prospects and giving your sales team the best chance to close the sale. We combine real-time analytics, actionable lead segmentation and the industry’s most advanced lead marketing platform to provide you with greater intelligence so that you can optimize your prospect follow-up and increase sales.

Polk’s Vehicle Launch Program™
Polk’s Vehicle Launch Program™ enables manufacturers to analyze the market, identify their best prospects and evaluate marketing efforts in today’s fiercely competitive and ever changing automotive environment. Specifically designed to help you maneuver through the most critical months of your launch, Polk’s Vehicle Launch Program includes nine components and is deployed over an 18-month period, from six months prior to 12 months post-launch—guided by a dedicated Polk analyst. It is the solution to optimize your launch strategy.

Polk’s Custom Performance Metrics
Polk’s Performance Metrics help you establish a Return on Investment. Post-campaign measurement enables you to discover the number and/or share of responders and non-responders from a direct marketing campaign; where and what responders bought and why; if and what non-responders bought and why and much more.