By Andrew Thurlow, Crain News Service
WESTLAKE VILLAGE, Calif. (April 24, 2014) — J.D. Power and Associates is acquiring analytics company Korrelate Inc. in a move to measure and track consumer online shopping behavior and purchase trends better, Power said April 23.
Korrelate provides data to advertising agencies, advertisers, media partners, data syndicators and publishers that analyzes and correlates online shopping behavior with purchase data.
Combining Korrelate's data with J.D. Power's Information Network, which measures data on new- and used-vehicle retail transactions, the company “will be able to identify which websites and ad campaigns shoppers are exposed to before they buy their vehicle,” J.D. Power said in a statement.