AutoNation, an organization of new and used car dealers, has tapped R. L. Polk & Co. to manage customer-prospecting activities for its 257 dealerships in 17 states.
The budget was not disclosed.
The agreement will provide AutoNation with a centralized database of prospects derived from Polk’s predictive modeling capacity.
“By centralizing our customer prospecting activities with Polk, we will increase the quality of customer leads while at the same time, reducing our overall marketing costs,” said Scott Zientarski, AutoNation director of database and direct marketing, in a statement.
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