Cision (NYSE:CISN) and Bridgeline Digital (NASDAQ:BLIN) are both small-cap computer and technology companies, but which is the superior investment? We will contrast the two businesses based on the strength of their risk, analyst recommendations, earnings, dividends, valuation, profitability and institutional ownership.

Earnings and Valuation

This table compares Cision and Bridgeline Digital’s top-line revenue, earnings per share and valuation.

Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio
Cision $730.37 million 2.36 -$24.39 million $0.83 14.01
Bridgeline Digital $13.57 million 0.18 -$7.21 million N/A N/A

Bridgeline Digital has lower revenue, but higher earnings than Cision.

Risk and Volatility

Cision has a beta of 0.6, meaning that its share price is 40% less volatile than the S&P 500. Comparatively, Bridgeline Digital has a beta of 2.07, meaning that its share price is 107% more volatile than the S&P 500.

Institutional & Insider Ownership

51.4% of Cision shares are held by institutional investors. 6.7% of Cision shares are held by insiders. Comparatively, 8.5% of Bridgeline Digital shares are held by insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a company will outperform the market over the long term.

Profitability

This table compares Cision and Bridgeline Digital’s net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
Cision -1.68% 31.61% 5.61%
Bridgeline Digital -225.55% -1,413.16% -163.03%

Analyst Recommendations

This is a breakdown of recent recommendations and price targets for Cision and Bridgeline Digital, as reported by MarketBeat.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Cision 0 3 4 0 2.57
Bridgeline Digital 0 0 0 0 N/A

Cision currently has a consensus price target of $18.00, suggesting a potential upside of 54.77%. Given Cision’s higher probable upside, equities research analysts clearly believe Cision is more favorable than Bridgeline Digital.

Summary

Cision beats Bridgeline Digital on 8 of the 11 factors compared between the two stocks.

About Cision

Cision Ltd. provides public relations (PR) software, media distribution, media intelligence, and related professional services to businesses worldwide. The company enables public relations and communications professionals to manage, execute, and measure their strategic PR and communications programs. It offers Cision Communications Cloud, a cloud-based platform that enables companies and brands to build relationships with influencers and buyers in order to amplify their marketplace influence; and provides media database that offers access to influencers when planning a campaign, as well as to schedule and record various interactions with contacts. The company also provides PR Newswire that offers wire distribution services, as well as a suite of products and services for investor relations professionals, including distribution of earnings and other material news, Webcasts and conference calls, IR Website hosting, and virtual investor conferences. In addition, it offers media monitoring software that tracks and monitors content on digital, print, social, and broadcast sources. Further, the company enables its customers to assess media coverage by collecting and analyzing data and metrics on audience engagement, campaign reach and effectiveness, sentiment, and competitive benchmarking to quantify campaign results of earned media strategies, as well as provides data-driven insights that inform the creation of future campaigns and marketing investment. Cision Ltd. was founded in 2014 and is headquartered in Chicago, Illinois.

About Bridgeline Digital

Bridgeline Digital, Inc. operates as a digital engagement company in the United States. The company’s Bridgeline’s Unbound platform enables companies and developers to create Websites, Web applications, and online stores. It offers Bridgeline Unbound Experience Manager, a marketing automation engine and content management system; Bridgeline Unbound Content Manager that enables non-technical users to create, edit, and publish content via a browser-based interface; and Bridgeline Unbound Commerce, an online B2B and B2C commerce solution that allows users to manage domestic and international commerce initiatives. The company also provides Bridgeline Unbound Marketing, an online marketing management solution that helps marketers drive to their sites through personalized and targeted marketing automation flows; and Bridgeline Unbound Insights to manage, measure, and optimize Web properties by recording detailed events and mining data for statistical analysis. In addition, it offers Bridgeline Unbound Social, a social media management solution that empowers customers to set up customized watch lists; and Bridgeline Unbound Franchises, a Web content management and e-commerce platform to multi-unit organizations and franchises. Further, the company provides digital strategy, Web design and development, usability engineering, information architecture, and search engine optimization services; application monitoring, emergency response, version control, load balancing, managed firewall security, and virus protection services; and shared, dedicated, and Software as a Service hosting services. It serves vertical markets, such as financial services, retail brand names, health services and life sciences, technology, credit unions and regional banks, and associations and foundations through its direct sales force. The company was formerly known as Bridgeline Software, Inc. Bridgeline Digital, Inc. was founded in 2000 and is based in Burlington, Massachusetts.

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