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JD Power and TNS Form Metrics Partnership
US auto research specialist JD Power and Associates has formed an agreement with web analytics unit TNS Compete to jointly develop products based on market intelligence gathered through the online automotive buying process.
The products will be designed to offer auto marketers and their agencies and publishers intelligence about consumers and their automotive shopping habits, to help them plan media buys and target key prospects.
Data will be collected on actual vehicle buyers, rather than online automotive shoppers or web site visitors who may not make a purchase.
The first product - the Online Media Behavior Study - will be launched in March and will identify which web sites have been visited by prospective new vehicle buyers during the previous month. It will provide media planners with near real-time reporting on auto buyer online visits across thousands of web sites, to help find sites with the greatest reach among actual new-vehicle prospective buyers, analyzed by competitive vehicle segment.
'In today's challenging economy, understanding the behavior of automotive buyers is not just nice to have - it is business critical,' stated Compete's Executive Director of Sales, Skip Streets. 'This new Compete alliance with JD Power and Associates empowers marketers to put the right message in front of the right audience at the right time.'
Web sites: www.jdpa.com and www.compete.com .
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