Wide Range of Products and Services Offered, From Web Site Prescreening to ID Authentication

Equifax Inc. (NYSE: EFX - news) and Polk, the automotive intelligence company, have teamed up to provide a new generation of marketing products and services to the automotive industry -- manufacturers, lenders and dealers -- enabling them to provide convenience and benefits to consumers while adding value to the automotive market.

The two business intelligence providers are using their extensive experience in the automotive industry to make it easier than ever for their automotive clients to offer consumers the right car, at the right time, at the right price. And it makes it easier and more profitable for the manufacturer and dealer, knowing what customers want and knowing how and when to get it to them.

At the same time, both companies have kept the consumer's privacy interests at the forefront of their product development process. Both companies fully understand the importance of maintaining the delicate balance between consumer concerns about privacy and the legitimate use of information to empower consumers and businesses and add value to automotive transactions.

"This arrangement enables us to provide a seamless, integrated set of new products and services to the automotive industry," said Marguerite Watanabe, senior vice president, Equifax Automotive Solutions. "The more a business knows about its customers' needs and preferences, the better it can serve them. That's what this association is all about."

"Polk maintains a wealth of historical information on vehicle ownership and purchasing habits, providing the foundation for understanding prospective auto purchasers and lessees. This enables Polk to pinpoint both the right vehicle targets for individual consumers and the appropriate time an offer of a competitive deal on leasing and purchasing would be received," said Paul VanderMarliere, vice president of strategic initiatives at Polk. "Couple that with Equifax's experience in analyzing consumer financial and credit data and you have a win-win situation, bringing buyers and sellers together for added value."

This arrangement continues an ongoing relationship between Equifax and Polk. In February, Equifax announced the acquisition of Polk's Consumer Information Solutions (CIS) Group, whose innovative consumer lifestyle and demographic data and direct marketing capabilities have helped position Equifax as a force in the direct marketing industry.

The Polk/Equifax marketing agreement's initial offerings for the marketplace will be:


  • Statistical models to predict specific behavior based on Polk's
    automotive and Equifax's credit information. The first series of models will focus on automotive purchase intention.

  • A product that will identify individuals most likely to be in the
    market to purchase a vehicle and score them for credit worthiness based on the customer-defined criteria as applied by Equifax.

  • An enhancement to the Polk Dealer Marketing Manager (PDMM), a marketing database designed specifically for dealer. Equifax will conduct credit scoring of lists created through PDMM product.

  • A product to enhance Equifax's Decision Power, which provides web-based prescreening. It will provide automotive ownership and intention information to individuals accessed via the Internet through the Decision Power product.

  • Statistical reports and market analysis based on Polk's automotive and Equifax's credit information from the respective companies. This type of analysis will include market penetration reports, opportunity analysis, customer profiling and more.

    For more information on these products and services, please contact:
    At Equifax: John Veltre (770-740-5994)
    At Polk: Tim Monahan (248-728-7091)

    Equifax (www.equifax.com ), a worldwide leader in shaping global commerce, brings buyers and sellers together through its information management, transaction processing, direct marketing, and customer relationship management businesses. Atlanta-based Equifax serves the financial services, retail, credit card, telecommunications/utilities, transportation, information technology and healthcare industries and government. Equifax adds knowledge, expertise, convenience and security to provide value-added solutions and processes for its customers wherever they do business, including the Internet and other networks. Equifax employs about 15,000 associates in 16 countries with sales in almost 50 and has $1.8 billion in revenue.

    Polk (www.polk.com ) is a global company, delivering analytic and consultative solutions and insight to the automotive industry strengthened by a long history of managing, analyzing and interpreting vehicle ownership data. Through the understanding of individuals' vehicle ownership decisions over time, Polk enables its clients to maintain current customers, win new ones and build brand loyalty. The company has served the automotive industry for 78 years and is the longest-standing steward of automobile records in the United States. Founded in Detroit in 1870, Polk launched its motor vehicle statistical operations in 1922 when the first car registration reports were published. It now serves nearly every segment of the motor vehicle industry as an analytical consultant and statistician, a provider of database-marketing services, a supplier of vehicle histories and a data enabler for geographic information systems. Based in Southfield, Mich., Polk is a privately held firm that employs more than 1,300 people worldwide, currently operating in Australia, Canada, China, France, Germany, Holland, Spain, the United Kingdom and the United States.