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Polk Expands Diversity Marketing Initiatives

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Feb. 7, 2013—Polk, a provider of automotive information and marketing solutions, has enhanced its data solutions to include increased African American coverage and Hispanic American sub-culture insight.

Starting this month, Polk will provide customers who license this data with increased African American representation and access to more detailed sub-culture identification within its Hispanic American consumer data.

The enhanced data is intended to help automotive marketers better tailor target messages for these fast-growing audiences. According to Polk, multicultural buyers represented one in five new vehicles purchases in the U.S. in 2012.

In addition to the sub-culture data, Polk’s data also includes share comparisons, conquest and defection analysis, and gender analysis information.

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