- log in
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:
- Agencies will boost their market research capabilities. I think this is the next big deal to be announced.
MotiveQuest is the most likely candidate here.
- PR services agencies upgrade their offerings. Not yet, but WagEd launched their own product called Narrative Network. Biz360 is a great fit for one of these firms - some of which could benefit from better social media skills.
- Nielsen Buzzmetrics will go public. Wrong. No IPO in sight as the measurement juggernaut formerly known as VNU builds an integrated measurement offering. But now they have a challenger.
- Factiva will boost consumer capabilities. Nope. They were consumed by Dow Jones in December. What this foreshadows, however, is the impending forward integration of data source owners, like Verisign. Or at least starting to charge a premium for their services.
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
Search Forrester's Blogs
The dynamics that will shape the future in the age of the customer »
Planning for innovation and risk in the wake of Brexit »
Forrester's CX Index
Predict how actions to improve CX will affect revenue performance.
Measure the customer experiences that matter most »
- Brandon Verblow (2)
- Brigitte Majewski (1)
- Carlton Doty (7)
- Cliff Condon (5)
- Collin Colburn (1)
- David Truog (2)
- Emily Collins (1)
- Erna Alfred Liousas (12)
- Fatemeh Khatibloo (1)
- James McQuivey (1)
- Jennifer Wise (10)
- Jessica Liu (9)
- Jim Nail (33)
- Joe Stanhope (2)
- Laura Ramos (64)
- Lori Wizdo (1)
- Luca Paderni (11)
- Melissa Parrish (52)
- Michael Barnes (1)
- Peter O'Neill (3)
- Rebecca McAdams (3)
- Richard Joyce (4)
- Rob Brosnan (1)
- Rusty Warner (2)
- Ryan Skinner (42)
- Samantha Merlivat (5)
- Samantha Ngo (3)
- Sarah Sikowitz (6)
- Shar VanBoskirk (119)
- Susan Bidel (6)
- Thomas Husson (141)
- Tina Moffett (7)
- Xiaofeng Wang (39)