SOUTHFIELD, Mich. — Jeffrey Anderson has joined Polk, the global automotive market intelligence firm recently acquired by IHS, as director of market reporting solutions.
In his new role, Anderson will lead Polk’s loyalty solutions and loyalty management practice. He will be responsible for ensuring clients understand and leverage the organization’s owner loyalty measurement and improvement resources as part of their retention strategies and business planning efforts.
Polk’s Loyalty Management Practice enables manufacturers, dealers and others responsible for developing automotive loyalty programs to effectively set benchmarks and manage owner loyalty through in-depth analysis of automotive shopping behaviors and related market influencers.
“As OEMs continue to increase their focus on owner loyalty, we needed an individual to lead our fast-growing loyalty practice and 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.”
Prior to joining Polk, Anderson served as director of consulting and analytics at Experian Automotive, where he conceived the company’s patented loyalty methodology and suite of products and was responsible for overseeing significant improvement in business unit revenue during his tenure. He also served as director of database research and analysis at Hamill, Thursam and Everett Performance Marketing, where he managed all aspects of database and metrics design, strategic research and program assessment.
Anderson also served as vice president of modeling and research manager at BBDO/InterOne Marketing Group, where he led the creation of Chrysler Group’s first statistical segmentation models to be implemented within their owner database. He also managed research and analytic groups supporting all DaimlerChrysler Corporation customer relationship management activities. Earlier in his career, Anderson worked as a consultant and senior research analyst at Polk for eight years, where he managed all aspects of the Analytic Consulting Team, including project flow and analyses.
Anderson brings 25 years of automotive, marketing, consulting and analytics experience to his new role. He earned his bachelor’s degree in business administration from Central Michigan University.