J.D. Power, the market research and forecasting business owned by McGraw-Hill (NYSE: MHP), has acquired blog-oriented market research firm Umbria. The Boulder, CO-based firm tracks and analyzes how client brands are being talked about on blogs, message boards and other social media platforms. The idea is pretty straightforward: J.D. Power, which already does this through more traditional means, wants to add a social media component. Competitors include Buzzmetrics, which was acquired by Nielsen; Cymony, acquired by TNS; and independent Buzzlogic. Umbria has raised $6.7 million from investors Arrowpath Ventures, Sequel Venture Partners and Vista Ventures. Terms of the deal were not disclosed. Release.

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