J.D. Power is acquiring Korrelate, an analytics company providing data to ads agencies, media partners, advertisers, data syndicators and publishers who in turn analyzes online shopping behavior with purchase data. J.D. Power said in a statement that by combining Korrelate’s data with its Information Network, the company will be able to spot which Web sites and ad campaigns shoppers “are exposed to before they buy their vehicle.”
The company said the acquisition will create an "unparalleled data and analytics platform” to gauge effectiveness of digital ad spending. J.D. Power President Finbarr O’Neill remarked in a statement that the auto industry spends billions of dollars on digital marketing every year.
It said that by measuring online activity and tying it to actual vehicle sales, marketers could measure and optimize their digital strategy. O’Neill added that Powers’ acquisition of Korrelate, will help ad networks as well online publishers report with accuracy the effectiveness of online ads.
Christian Kugel, vice president of consumer research and analytics at AOL, a client at Korrelate, said in a statement that offline sales measurement is the future of the auto industry’s bid to gauge the success of online campaigns.