SOUTHFIELD, Mich. -

Polk and DataLogix expanded their exclusive relationship this week to enable real world segmentation-based online reach and measurement via the DLX Audience Platform.

The partnership that now runs through 2013 is geared to provide automotive marketers additional opportunities as they are planning campaigns.

Officials explained automotive marketers can leverage the Polk-DataLogix online solutions to reach relevant audiences for awareness and consideration, as well as in-market buyers based on data such as the brand, type and age of the vehicles most likely in a user’s garage.

The companies also pointed out the expanded partnership now also supports enhanced solutions including custom segments. They noted these segments can allow marketers to build a tailored audience using proprietary predictive models and offline segmentation, OnRamp — which transforms a marketer’s offline CRM data into a digitally addressable audience — and ClosedLoop Measurement — which identifies the offline sales impact of online campaigns.

Polk data is available online exclusively via DataLogix through all leading ad networks, portals, publishers and agency platforms.

“Polk and DataLogix broke new ground last year by giving automotive brand marketers the ability to precisely define and reach online audiences based on Polk’s industry-standard segmentation, which is derived from likely vehicle ownership and other proprietary data sources,” stated Tim Rogers, president of Polk.

“I am excited to expand our partnership with DataLogix, a company whose expertise in delivering purchase-based online audiences is unparalleled,” Rogers continued. “Our joint research and development recently led to the introduction of a new suite of custom models and closed-loop campaigns, allowing us to measure beyond the click, to assess actual lift in vehicle purchases.”

Also commenting on the expanded partnership was Eric Roza, president of DataLogix, who said, “Polk automotive data is an essential ingredient in the media and research decisioning of every single auto manufacturer, and we are thrilled to continue as Polk’s exclusive online partner through 2013.

“For automotive marketers content with driving and measuring clicks, there are many great solutions available,” Roza added. “However, DLX and Polk are happy to offer a better way: true, purchased-based audience reach. Simply put, there is no longer any need to run online automotive campaigns without measuring the impact on actual vehicle sales.”

Meanwhile, Grant Ries, chief revenue officer at BlueKai, often uses the information generated from this partnership.

“The demand for DataLogix’ purchase-based data on the BlueKai Exchange continues to grow at a record-breaking pace,” Ries insisted. “The Polk data sets offered by this partnership are big drivers in automotive campaign performance for our clients and serve as a natural complement to BlueKai’s auto intent data.”