ADP Digital Marketing Building Cambridge Analytics Center February 29, 2012
ADP Digital Marketing Building Cambridge Analytics Center
Autotegrity acquired as nucleus of new facility for optimizing online consumer experiences
SEATTLE, WA – February 28, 2012 – ADP Dealer Services (NASDAQ: ADP), and its Digital Marketing group, announced that it has acquired Autotegrity from Link Ventures and Cogo Labs to form 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. ADP Digital Marketing, based in Seattle, has built the largest data analytics team in the automotive industry, now with over 80 professionals. The Autotegrity acquisition strengthens ADPs 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 over the next two years, leveraging the great analytics talent being produced by local universities.
Working with leading automotive manufacturers, automotive dealers, online advertisers and advertising networks, ADP Digital Marketing’s Cobalt unit has developed deep insights into the online journey of automotive shoppers. These insights enable consumers to more quickly progress to purchase at a lower total cost of advertising and sales. 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. As part of ADP, Cobalt benefits from the financial strength and stability of one of the world’s most respected companies.
“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,” said John Vicidomino, Vice President and General Manager of Autotegrity. “ADP Digital Marketing shares that commitment with a strong analytics heritage of its own. Together, our expanding team will blaze new frontiers in creating dynamic, seamless, shopping experiences for automotive consumers.”
“I can’t think of a better opportunity to get immediate, real world feedback on your analytic insights than digital marketing,” said John Holt, Senior Vice President of ADP Digital Marketing. “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.”
Automatic Data Processing, Inc. (Nasdaq:ADP), with about $10 billion in revenues and about 570,000 clients, is one of the world’s largest providers of business outsourcing solutions. Leveraging over 60 years of experience, ADP offers a wide range of human resource, payroll, tax and benefits administration solutions from a single source. ADP’s easy-to-use solutions for employers provide superior value to companies of all types and sizes. ADP is also a leading provider of integrated computing solutions to auto, truck, motorcycle, marine, recreational, heavy equipment, and agricultural vehicle dealers throughout the world. For more information about ADP or to contact a local ADP sales office, reach us at 1.800.225.5237 or visit the company’s Web site at www.ADP.com.
About ADP Digital Marketing
ADP Digital Marketing is a unit of ADP Dealer Services encompassing the Cobalt, Dealix and Autotegrity businesses. The three businesses collaborate in providing a comprehensive set of highly effective and efficient digital marketing solutions and services with the goal of delivering seamless shopping experiences to consumers and high quality sales opportunities to dealers. For 17 years ADP Digital Marketing has been helping automobile dealers and manufacturers increase their retailing effectiveness and profitability. Today, ADP Digital Marketing provides digital marketing solutions to a large majority of US automotive dealers and manufacturers and is North America’s leading provider of automotive marketing services.
Autotegrity is a data analytics and quantitative marketing company based in Cambridge, MA. Founded in 2007 by Link Ventures, the company utilizes its core strengths in predictive modeling and online traffic acquisition to find high-intent consumers on the Internet and match them with an appropriate dealer or automotive research partner, making the vehicle-shopping process more efficient for all parties. Autotegrity has doubled its revenue and profit each of the last three years, and has quickly become a major force in the automotive digital marketing space.