|By Business Wire||
|February 7, 2013 08:06 AM EST||
InsightExpress, a leading marketing research and data analytics firm, today announced it is expanding its Ignite Auto research solution through a strategic alliance with Polk, the worldwide leader of automotive data and marketing solutions. With this alliance, InsightExpress marries its digital advertising measurement capabilities with the power of Polk’s complete census of vehicle registration data. The result is unprecedented insight into the ROI of advertising campaigns by offering marketers a deeper and much needed understanding of how ad exposure drives buying behaviors.
Ignite Auto is driven by InsightExpress’ patent pending and award winning Ignite Network®, the world’s largest panel based data analytics and research platform, bringing together unmatched scale with the power of consumer insight. The Ignite Network is the first platform to link digital ad exposure and offline purchase behavior to a network of panels, address cookie deletion, and eliminate the need for online publishers to offer control inventory.
Ignite Auto works by flagging specific opt-in panel members who have been exposed to an automotive campaign and then matching them against Polk’s census of vehicle registrations. The combined respondent profile reveals an online campaign’s true impact, from ad exposure and brand attitudes, to actual purchase behavior. Since purchaser data comes from a registration census, all sales information is based on actual behavior versus stated behavior. However, surveys can query respondents on a custom selection of KPIs including:
- In market status
- Dealer visit (by make and model)
- Test drive (by make and model)
- Type of purchase (new, used, or leased)
Both agencies and advertisers benefit from the integration of profile and offline purchase data, which may be used for targeting and optimization.
- For example, with Ignite Auto, a U.S. car manufacturer could understand how exposure to a 2013 SUV campaign targeted towards mothers specifically affected key branding metrics among individuals who already own that brand of car or who own competitive brands.
- Or, an agency working with an automotive client might use Ignite Auto to understand the effect of frequency, ad decay (reduced ad impact over time) and change in attitudinal metrics months later among those who saw an ad. Due to prior limitations with cookie technology, this type of extended timeframe post-exposure research was previously impossible.
- Or, a marketer can determine the effect of messaging on custom KPIs and, finally, actual conversion to sale.
“InsightExpress has significant experience when it comes to evaluating advertising for the automotive industry,” said Marc Ryan, Co-Chief Executive Officer at InsightExpress. “We have come to understand several challenges faced by automotive brands, including the need to drive category demand and to effectively market two ‘brands’ at once – both the make and the model. With Ignite Auto, building on the success of our first of a kind Ignite Network, we aim to provide the most advanced tools available that will allow marketers to best synthesize all of these metrics for both short term and long term success.”
“As media budgets continue to shift to digital channels, automotive marketers want to understand the impact of their increased spending on vehicle purchase behavior,” said John McBride, Director, Sales and Client Services and Digital Marketing Practice Leader for Polk. “Polk’s alliance with InsightExpress provides a unique view into this highly coveted consumer behavior.”
“InsightExpress has rethought respondent access and the depth of consumer data available for the automotive industry,” said Meridee Alter, SVP Media Director, RPA. “By providing highly controlled sample recruitment, and a long view of how consumer attitudes and behaviors intersect, Ignite Auto will advance advertising effectiveness research.”
InsightExpress is an industry leading marketing research and data analytics provider specializing in the measurement of brand communications. The company’s proven approaches include message evaluation, advertising effectiveness, creative development and cross-media optimization. With vast industry expertise, proprietary methodologies and an exclusive platform, InsightExpress helps agencies, media and advertisers optimize marketing initiatives across all media channels. Founded in 1999, InsightExpress is headquartered in Stamford, CT, with offices in San Francisco and New York. For more information, please visit our corporate Web site at www.insightexpress.com or our InsightfulAnalytics blog at http://blog.insightexpress.com/; you may also call 203.359.4174.
Polk is the premier provider of automotive information and marketing solutions. The organization collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Michigan with operations in Australia, Canada, China, France, Germany, Italy, Japan, South Korea, Spain, the United Kingdom and the United States.
I recently attended and was a speaker at the 4th International Internet of @ThingsExpo at the Santa Clara Convention Center. I also had the opportunity to attend this event last year and I wrote a blog from that show talking about how the “Enterprise Impact of IoT” was a key theme of last year’s show. I was curious to see if the same theme would still resonate 365 days later and what, if any, changes I would see in the content presented.
Nov. 24, 2015 08:00 PM EST Reads: 337
Apps and devices shouldn't stop working when there's limited or no network connectivity. Learn how to bring data stored in a cloud database to the edge of the network (and back again) whenever an Internet connection is available. In his session at 17th Cloud Expo, Ben Perlmutter, a Sales Engineer with IBM Cloudant, demonstrated techniques for replicating cloud databases with devices in order to build offline-first mobile or Internet of Things (IoT) apps that can provide a better, faster user e...
Nov. 24, 2015 07:30 PM EST Reads: 340
Microservices are a very exciting architectural approach that many organizations are looking to as a way to accelerate innovation. Microservices promise to allow teams to move away from monolithic "ball of mud" systems, but the reality is that, in the vast majority of organizations, different projects and technologies will continue to be developed at different speeds. How to handle the dependencies between these disparate systems with different iteration cycles? Consider the "canoncial problem"...
Nov. 24, 2015 06:00 PM EST Reads: 366
Culture is the most important ingredient of DevOps. The challenge for most organizations is defining and communicating a vision of beneficial DevOps culture for their organizations, and then facilitating the changes needed to achieve that. Often this comes down to an ability to provide true leadership. As a CIO, are your direct reports IT managers or are they IT leaders? The hard truth is that many IT managers have risen through the ranks based on their technical skills, not their leadership ab...
Nov. 24, 2015 06:00 PM EST Reads: 317
With all the incredible momentum behind the Internet of Things (IoT) industry, it is easy to forget that not a single CEO wakes up and wonders if “my IoT is broken.” What they wonder is if they are making the right decisions to do all they can to increase revenue, decrease costs, and improve customer experience – effectively the same challenges they have always had in growing their business. The exciting thing about the IoT industry is now these decisions can be better, faster, and smarter. Now ...
Nov. 24, 2015 05:30 PM EST Reads: 141
Two weeks ago (November 3-5), I attended the Cloud Expo Silicon Valley as a speaker, where I presented on the security and privacy due diligence requirements for cloud solutions. Cloud security is a topical issue for every CIO, CISO, and technology buyer. Decision-makers are always looking for insights on how to mitigate the security risks of implementing and using cloud solutions. Based on the presentation topics covered at the conference, as well as the general discussions heard between sessi...
Nov. 24, 2015 04:30 PM EST Reads: 283
In his General Session at DevOps Summit, Asaf Yigal, Co-Founder & VP of Product at Logz.io, explored the value of Kibana 4 for log analysis and provided a hands-on tutorial on how to set up Kibana 4 and get the most out of Apache log files. He examined three use cases: IT operations, business intelligence, and security and compliance. Asaf Yigal is co-founder and VP of Product at log analytics software company Logz.io. In the past, he was co-founder of social-trading platform Currensee, which...
Nov. 24, 2015 03:45 PM EST
Discussions of cloud computing have evolved in recent years from a focus on specific types of cloud, to a world of hybrid cloud, and to a world dominated by the APIs that make today's multi-cloud environments and hybrid clouds possible. In this Power Panel at 17th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the importance of customers being able to use the specific technologies they need, through environments and ecosystems that expose their APIs to make true ...
Nov. 24, 2015 03:30 PM EST Reads: 459
The buzz continues for cloud, data analytics and the Internet of Things (IoT) and their collective impact across all industries. But a new conversation is emerging - how do companies use industry disruption and technology enablers to lead in markets undergoing change, uncertainty and ambiguity? Organizations of all sizes need to evolve and transform, often under massive pressure, as industry lines blur and merge and traditional business models are assaulted and turned upside down. In this new da...
Nov. 24, 2015 03:30 PM EST Reads: 135
There are over 120 breakout sessions in all, with Keynotes, General Sessions, and Power Panels adding to three days of incredibly rich presentations and content. Join @ThingsExpo conference chair Roger Strukhoff (@IoT2040), June 7-9, 2016 in New York City, for three days of intense 'Internet of Things' discussion and focus, including Big Data's indespensable role in IoT, Smart Grids and Industrial Internet of Things, Wearables and Consumer IoT, as well as (new) IoT's use in Vertical Markets.
Nov. 24, 2015 03:30 PM EST Reads: 507
In today's enterprise, digital transformation represents organizational change even more so than technology change, as customer preferences and behavior drive end-to-end transformation across lines of business as well as IT. To capitalize on the ubiquitous disruption driving this transformation, companies must be able to innovate at an increasingly rapid pace. Traditional approaches for driving innovation are now woefully inadequate for keeping up with the breadth of disruption and change facin...
Nov. 24, 2015 03:00 PM EST Reads: 404
Container technology is shaping the future of DevOps and it’s also changing the way organizations think about application development. With the rise of mobile applications in the enterprise, businesses are abandoning year-long development cycles and embracing technologies that enable rapid development and continuous deployment of apps. In his session at DevOps Summit, Kurt Collins, Developer Evangelist at Built.io, examined how Docker has evolved into a highly effective tool for application del...
Nov. 24, 2015 03:00 PM EST Reads: 284
SYS-CON Events announced today that Alert Logic, Inc., the leading provider of Security-as-a-Service solutions for the cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Alert Logic, Inc., provides Security-as-a-Service for on-premises, cloud, and hybrid infrastructures, delivering deep security insight and continuous protection for customers at a lower cost than traditional security solutions. Ful...
Nov. 24, 2015 02:15 PM EST Reads: 257
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data...
Nov. 24, 2015 02:00 PM EST Reads: 416
The cloud. Like a comic book superhero, there seems to be no problem it can’t fix or cost it can’t slash. Yet making the transition is not always easy and production environments are still largely on premise. Taking some practical and sensible steps to reduce risk can also help provide a basis for a successful cloud transition. A plethora of surveys from the likes of IDG and Gartner show that more than 70 percent of enterprises have deployed at least one or more cloud application or workload. Y...
Nov. 24, 2015 01:45 PM EST Reads: 407