R.L. Polk & Co. last month released the results of a pilot program it conducted with an automotive dealership group to test the effectiveness of its Polk Lead Scoring product. During a two-month period, 14 MileOne dealerships used Polk Lead Scoring to determine which Internet leads were from customers most likely to make a purchase. The dealerships credited the Polk product for 45 additional vehicle sales and $70,000 in additional profits.

Using the analytics Polk has been known for for three decades, Polk Lead Scoring uses automotive intelligence and sophisticated analytics to help automotive manufacturers and retailers predict who is likely to buy and when they will do so. It enhances Internet leads with proprietary automotive information and demographic and lifestyle information to provide accurate lead scoring. The product also includes reporting and analytic capabilities to leverage Polk's ability to evaluate lead performance at the lead source, make and dealer level.

This is a very innovative product that truly complements past Polk offerings and provides potential customers with a tool that will likely use for a long time--lead scoring in the automotive industry is probably here to stay, thanks to Polk. Marketing professionals constantly struggle to identify their most valuable customers and this product promises to find just those individuals these marketers seek. These same marketers continue to recognize the value of analytics, but can certainly use a helping hand to access and analyze such data. If marketers don't already know the value Polk products afford, they will now. MileOne's results are rather impressive and will undoubtedly inspire similar automotive companies to give Polk Lead Scoring a try.