Polk Ethnic Data

As the American landscape continues to diversify, so does the importance of multiculturalspecific marketing. Multicultural groups create a strong demand for marketing in the automotive arena, and dealers are progressively recognizing the value of audiences who represent a significant portion of the country’s buying power.

Polk’s ethnic data is helping dealers gain market share and increase their return on investment. We recognize the importance of multicultural marketing and offer reliable and extensive ethnic data enabling dealers to target these growing and lucrative markets at the right time with the right message.

With an increasing emphasis on emerging multicultural markets within the industry, there is a strong need for better identification and information on households in a given ethnic base. Households are assigned to ethnic groups based on a sophisticated proprietary solution that considers surnames, first names and neighborhoods when making the assignment. Our entire database has been enhanced with ethnic coding at a detailed level enabling you to target the exact market that is receptive to an offer geared toward a specific ethnic group, or for detailed market analysis.

Polk’s ethnic data is available with the following unique features:

• Superior accuracy of ethnic data coding for African Americans, Asians, and Hispanics
• Offers eight language codes making our data an excellent way to infer acculturation and identify best language for communication
• Contains eight ethnic groups including those with the highest buying power – African American, Asian, and Hispanic
• Ability to combine ethnic data with any of Polk’s automotive, demographic or lifestyle selects

Restrictions

• Mail pieces or telemarketing solicitations must not refer to or imply knowledge of a household’s ethnicity or spoken language.
• Polk must receive and approve samples of all versions of the proposed mail piece or telemarketing script prior to list shipment.

For a complete listing of available ethnicities, please contact your Polk Account Executive at 1.800.783.1023.

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