Polk Brings Segmenting System to the U.S. Auto Market
The Polk Company, Detroit, has rolled out its PSYTE product after launching it in Canada. PSYTE is a geo- demographic neighborhood classification system that combines Polk’s automotive data and buyer characteristics from its TotaList consumer database with census demographics to classify neighborhood characteristics (automotive buying patterns, household income, education, occupation, etc.).
The resulting system groups neighborhoods, down to the block-group level, into 65 mutually exclusive clusters. These clusters are then used for targeted automotive marketing. PSYTE can also be customized to any area of the country by allowing users to analyze data on a regional basis, using either standard or customized geographic definitions. Its clusters are based on established automotive buying patterns, lifestyles and demographics, producing a more detailed classification of consumers.
