Umbria acquired by J.D. Power

Congratulations in order this morning to Janet, Howard, and the rest of the team at Umbria.  The brand monitoring firm was acquired today by J.D. Power & Associates, the customer satisfaction research company.

The significance of this acquisition lies in the acquirer – McGraw-Hill/JDPower is different type of company than Nielsen and TNS – and will use brand monitoring differently.  One thing in common – another brand monitoring brand name disappears.  Umbria will be folded into their new parent company, while Buzzmetrics/Intelliseek have disappeared into Nielsen Online and Cymfony now operates as part of TNS media.

I have a short research piece publishing soon for Forrester clients.