Korrelate is a company that measures consumers’ online behaviours and links them to offline sales activity. Through the acquisition, JD Power is looking to link consumers’ online behaviours with its new and used vehicle retail sales data, which would enable it to measure the effectiveness of digital marketing.

“We are delighted to add Korrelate and its cutting-edge capabilities to JD Power,” said Finbarr O’Neill, president of JD Power.

“Consumer behavior is changing dramatically in today’s internet-powered world.  The auto industry spends billions of dollars annually on digital marketing. Measuring online activity and linking it to actual vehicle sales will enable marketers to measure and optimize their digital strategy.”