Westlake Village, California – J.D. Power and Associates has formed an agreement with media company Compete to capture information on online automotive shopping and buying. The company will now be able to offer data based on actual vehicle buyers, rather than online automotive shoppers or web site visitors who may not make a purchase.
In particular, the jointly-developed information is intended to assist marketers with understanding shoppers and to help them plan media buys to best target key prospects.
The first product from the collaboration, the Online Media Behavior Study, will be released in March and will identify which web sites are visited by prospective new-vehicle buyers. The tool will allow media planners to find web sites with the greatest reach among actual new-vehicle prospective buyers, analyzed by competitive vehicle segment. The study will also look at the average time spent per visit and per visitor.
“In today’s challenging economy, understanding the behaviour of automotive buyers is not just nice to have, it is business critical,” said Skip Streets, executive director of sales at Compete. “This new Compete alliance with J.D. Power and Associates empowers marketers to put the right message in front of the right audience at the right time.”