POLK AIMS TO MAKE ONLINE LEADS MORE PRODUCTIVE

Polk enters Net lead–scoring arena.

February 4, 2007—R.L. Polk & Co., Southfield, Mich., is getting into the online lead-scoring business. Yesterday, the company announced it will launch an Internet lead–scoring product for the online automotive retailing industry this summer. Currently in a development pilot with an original equipment manufacturer and a top-10 dealer group, the product will combine Polk’s predictive modeling and analytic capabilities with its wealth of automotive data to help determine which Internet leads are likely to turn into a vehicle sale. Polk aims to enhance leads with a wide range of demographic, lifestyle, and automotive info. The product will evaluate lead performance at the lead source, make, and dealer levels.