SOUTHFIELD, Mich. -

Automotive market intelligence firm Polk has named a new director of market reporting solutions, choosing a former employee and Experian executive for the job.

Polk, which was recently acquired by IHS Automotive, announced the appointment of Jeffrey Anderson has to the role, saying he will lead the company’s Loyalty Solutions and Loyalty Management practice.

The practice helps clients leverage the organization’s resources for owner loyalty measurement and improvement, the company, along with conquest and retention strategies as part of their business planning efforts.   

“As OEMs continue to increase their focus on owner loyalty, we needed an individual to lead our fast-growing Loyalty Practice who offered strong leadership capabilities, a rich automotive analysis and marketing background, and a track record of developing advanced analytics solutions,” said Edouard Tavernier, senior vice president at IHS Automotive.

“Jeff’s unique blend of skills and experience make him an excellent fit for this role and for our combined organization. I look forward to working with him as he further develops our Loyalty Practice,” he said.

Anderson brings 25 years of automotive, marketing, consulting and analytics experience to his new role. He previously served as director, consulting and analytics at Experian Automotive, where he reportedly conceived the company’s patented loyalty methodology and suite of products, and served as director, database research and analysis at Hamill, Thursam and Everett Performance Marketing, where he managed database and metrics design, strategic research and program assessment.

Polk officials also noted that Anderson served as vice president, modeling and research manager at BBDO/InterOne Marketing Group, leading the creation of Chrysler Group’s first statistical segmentation models to be implemented within their owner database.

And earlier in his career, Anderson worked as a consultant and senior research analyst at Polk for eight years, managing the Analytic Consulting Team.
 

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