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Posted by Peter Kim on February 26, 2007
I'm not surprised - in my opinion, this was inevitable. In the Forrester Brand Monitoring Wave,
published in September 2006, one of the clear conclusions was that
Cymfony would be a great fit with a large research firm like TNS.
Did they sell too early? From what I can see, mainstream attention
is just starting to turn towards brand monitoring services. In my
conversations with vendors, everyone loves the fact that Nielsen
brought attention to the space - now TNS ratchets it up a notch - and
my Forrester wave helped validate the market as well. But nobody wants
to sell too early - like selling the rights to the Nike logo for $35 - and thus the market has been dating around, but not making long-term commitments.
expect additional activity in the brand monitoring market. Other conclusions from the Wave:
So who's next? Well, the only ones I didn't mention yet are Brandimensions and Umbria. For BrandDimensions, it'll mean selling off half the business, i.e. BrandIntel.
I think Umbria will follow in the path of Buzzmetrics and Cymfony,
getting paired up with a major research firm. BTW did you know
Umbria's CEO is the former CMO of IRI?
Too bad I didn't include a line in there about me becoming a
billionaire! Congratulations to Jim Nail, former Forrester analyst and