Cobalt, a business unit of ADP Dealer Services Inc., and Edmunds.com, an online car shopping destination, today announced a strategic partnership to bring insights into consumer behavior and in-market advertising. According to the companies, this will be the first time that the behavior of anonymous in-market consumer behavior will be analyzed across advertising networks, search engines and independent research sites, as well as manufacturer, regional and dealer websites.
Consumer behavior will be analyzed across these properties as consumers interact with different types of branded and unbranded content, not simply measured as clicks or visits, the companies said. The joint research is aimed at guiding marketers to understanding the advertising value attribution of different content and offers in contributing toward a sale.
The collaboration intends to share its findings with the automotive industry to advance digital marketing practices, as well as to inform the design of dynamic consumer experiences and audience acquisition to optimize marketing performance, the companies said.
According to a Datalogix study, 59 percent of all new vehicle shoppers use Edmunds.com during their car shopping experience.
Cobalt and Edmunds said they will be inviting manufacturers to participate in this initiative, helping manufacturers and their agencies understand the role their audiences and properties play in the overall consumer journey so they can better link their brand marketing execution with consumers' in-market journeys.
"It is part of our culture to innovate new ways to apply and share our vast and growing collection of car shopping trend data," Edmunds.com Vice President of Business Development Brian Terr said in the announcement. "Our collaboration with Cobalt is part of our continuing effort to provide car buyers with a richer and easier shopping experience. Our dealer and OEM partners will also benefit from a better understanding of consumer engagement with their brands and as a result have a greater ability to make more strategic marketing decisions."
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