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J.D. Power acquisition to connect online consumer habits to purchase data [Ventura County Star, Calif. :: ](Ventura County Star (CA) Via Acquire Media NewsEdge) April 23--Westlake Village-headquartered global marketing firm J.D. Power announced Wednesday its acquisition of a measurement and analytics company that connects online consumer behavior to actual purchase data. J.D. Power, a business unit of McGraw Hill Financial, acquired Orlando-based Korrelate to better measure the effectiveness of digital advertising spending. "It's such a powerful combination," said Deirdre Borrego, vice president of J.D. Power's U.S. automotive division. "Consumer behavior is changing dramatically and it's important to be able to serve our clients' needs in response to the changing market." Pairing Korrelate's "privacy-safe" insights on online shopping behavior with J.D. Power's data network on new and used vehicle purchases will allow J.D. Power to identify the online advertising and websites shoppers were exposed to before they purchased a vehicle, Borrego said. It "helps our clients as they're trying to understand how to use this information to be more efficient and effective in their marketing efforts," she said. "The important part of all of this is being able to understand if their actions and activities are actually resulting in sales." Terms of the acquisition, which was underway for several months, were not disclosed, Borrego said. "We're very excited about this opportunity to leverage what Korrelate has built in connection with our automotive expertise and be able to provide our clients with insights," Borrego said. "It's a very good fit and a natural extension of our core competencies." The new analysis will help automakers, dealers, third-party websites and advertising agencies evaluate their websites and online marketing campaigns. "We're confident in our ability to immediately be able to deliver insights to our clients," Borrego said. The online consumer data will be initially used for J.D. Power's automotive division, but Borrego said it could be "potentially" be used for other industries in the future. J.D. Power also produces customer satisfaction and merchandise quality surveys for industries including travel, home improvement, retail and product, health care, travel and leisure, energy, financial services, real estate, telecommunications, insurance and homes. ___ (c)2014 Ventura County Star (Camarillo, Calif.) Visit Ventura County Star (Camarillo, Calif.) at www.vcstar.com Distributed by MCT Information Services |