SEATTLE -

Aimed at boosting stores’ marketing efficiency, ADP Dealer Services and its digital marketing group that runs Cobalt announced earlier this week they acquired Autotegrity from Link Ventures and Cogo Labs.

Officials explained the deal is meant to be the nucleus of an expanding facility focused on the application of science to optimize the online shopping experience of consumers as they progress from inspiration to purchase.

They highlighted Seattle-based ADP Digital Marketing has built one of the largest data analytics teams in the automotive industry now with more than 80 professionals. The company thinks the Autotegrity acquisition can strengthen ADP’s capabilities with world-class online traffic campaign management and site conversion analytics competencies.

The company anticipates doubling the research, production and science staff in its new Cambridge offices during the next two years, leveraging the great analytics talent being produced by local universities.

Working with leading manufacturers, dealers, online advertisers and advertising networks, officials contends Cobalt developed deep insights into the online journey of vehicle shoppers. These insights can enable consumers to more quickly progress to purchase at a lower total cost of advertising and sales.  

John Holt, senior vice president of ADP Digital Marketing, insisted Cobalt’s success in delivering highly effective advertising solutions has fueled rapid growth and has made it the clear market leader in digital marketing solutions for automotive dealers and their manufacturer partners. And as part of ADP, Holt pointed out Cobalt benefits from the financial strength and stability of one of the world’s most respected companies.

Furthermore, Holt touched on what this new acquisition and building plans mean.

“I can’t think of a better opportunity to get immediate, real world feedback on your analytic insights than digital marketing,” Holt stated.

“We are excited to grow a facility in Cambridge that will offer unmatched opportunities for innovation and career development to analysts and scientists seeking to participate in the revolution in digital marketing to improve both consumer experiences and business results,” he continued.

Autotegrity vice president and general manager John Vicidomino added, “The Autotegrity team has built a very successful business based on the application of math and science in understanding, and acting on, consumer intent in the automotive digital marketing space.

“ADP Digital Marketing shares that commitment with a strong analytics heritage of its own,” Vicidomino went on to say. “Together, our expanding team will blaze new frontiers in creating dynamic, seamless, shopping experiences for automotive consumers.”