John Leonard, CFA
Special situations, micro-cap, contrarian, CFA

Cloud Marketer Lyris Could Double And Still Be Undervalued

Company overview

Lyris (OTCQB:LYRI) provides digital marketing solutions delivered primarily on a software-as-a-service subscription basis as well as related support/maintenance and professional services.

LYRI to benefit as marketing executives adopt a "Moneyball" approach

Even though the book Moneyball by Michael Lewis was published more than a decade ago, the marketing industry is still largely dependent on intuition rather than data as a survey released in June 2013 found that only 24% of marketing executives always use data for actionable insight. The remaining ~75% provides meaningful white space for companies such as LYRI that analyze big data in real time to deliver tangible results as shown in the chart below. Forrester Research projects spending on interactive marketing technology to...

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