Tag Archives: TargusInfo

NeuStar Buys TargusInfo, Parent of Localeze, for $650 Million

TargusInfo, a major direct marketing tools provider and the parent company of Localeze, a “Big 3” provider of business listings, will be acquired by NeuStar for $650 Million in cash. The deal enhances NeuStar’s positioning as a leader in authentication services across the Internet and voice networks, whether fixed-line, cable, or mobile. Authentication is expected to dramatically grow with the boom in digital services such as movie downloads. Both companies are based in Northern Virginia.

Localeze’s listings business is not the biggest factor in the acquisition, but the division’s focus on enhanced SMB and franchise profiles will likely fit into the mix. TargusInfo is perhaps best known in the direct marketing world for its lead gen scoring techniques which evaluate the likelihood that a lead will turn into a sale. TargusInfo is also well known for its Caller ID verification service, among other real time, on demand information and analytics services. It helps process more than 100 billion annual transactions around the world.

TargusInfo posted $149 million in revenues for the year ending September 30. Combined, the two companies earned $732 million.

“The people who know both of us understand that billions of times every day Neustar and TARGUSinfo flawlessly help people find each other, connect to one another and share.,” notes Neustar CEO Lisa Hook in a blog post. “By combining TARGUSinfo’s leadership in Caller ID and online information services, such as lead verification and scoring, with Neustar’s strengths in network information services, including address inventory management, network security, and marketing analytics, we will be able to greatly extend Neustar’s ability to provide its customers services based on unique, non-replicable datasets.”

Localeze President Jeff Beard told us that “at the end of the day, it is all about providing real time intelligence about identity. The vast majority of that is consumer identity,” he says. Beard adds that Neustar’s interest in TargusInfo is on several levels, including local search. Major tech companies such as IBM, Intel and others are all getting more involved in local search as part of their broader activity, he notes.

Facebook’s Tim Kendall: What Works in Social Advertising

Facebook is tweaking its approach to advertising, given the realities of what’s effective in social media, according to Facebook Director of Monetization Tim Kendall, who was speaking at TargusInfo’s Online Lead Quality Summit last week in Las Vegas. The problem is that people who are visiting social networks are not explicitly in “consideration mode,” he noted.

For instance, “we targeted fans of ‘the Washington Redskins,’” said Kendall. “It really wasn’t a good way to reach a consumer.” What happened is that Facebook and its advertisers fell into the classic trip of trying to “transpose” a search campaign. And that ends up disappointing everyone.

“People have a very high commercial intent when they are making a search,” Kendall said. But they have very low commercial intent when using Facebook. “84 percent of social campaigns don’t measure ROI.” It is also a challenge to scale social content.

But there is still a great deal of potential with social media –including local applications. “It is compelling because it is about your friends,” said Kendall. “It is directory utility consumption. What is better than a friend saying” ‘I’m going to a movie”? he said.

For a social campaign, what Facebook has learned is that it is more effective to switch the query target to a people or subject target. Or instead of using a term such as “digital camera,” use “photography.”

Ultimately, Kendall suggests the scale issues will be met by the broader uses of Facebook outside of the Facebook URL. “The experience might be less defined by Facebook.com,” he says. “With Facebook Connect, there are more mechanisms, more social opportunities. Facebook might be an application that goes across the Web.”