Where Has All the Data Gone?

Posted on by Chief Marketer Staff

WITH THE ENACTMENT of the Shelby amendment, big compilers like Experian and R.L. Polk & Co. have developed surrogates to fill the loss of Department of Motor Vehicle data on recent buyers of specific vehicles.

In the short term, both companies have modeled vehicle purchasing attributes to predict ownership or buying patterns. Long term, plans call for placing more emphasis on capturing or acquiring the best alternative to DMV data, self-reported information, to enhance their databases.

Experian has developed the Auto Ownership model, which can be selected from the company’s central database of 110 million households.

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