Equifax, Polk to Provide Automotive Data, Credit Products

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Equifax Inc., Atlanta, and R.L. Polk Co., Southfield, MI, yesterday said they formed a partnership to offer a variety of marketing products and services to the automotive industry. The companies said they plan to combine Polk's historical knowledge of vehicle ownership and purchasing information with Equifax's experience at managing consumer financial and credit information.

Among the first products the two companies plan to introduce are a series of models predicting automotive purchase intention. Other products will include credit-scoring services, statistical reports and market analysis and enhancement to the Polk Dealer Marketing Manager, a marketing database designed for dealers.

Earlier this year Equifax, one the three national credit bureaus, acquired Polk's Consumer Information Solutions division, which specializes in consumer lifestyle and demographic data and provides direct marketing services.

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