Critical Contrast: Cardlytics (CDLX) versus Harte Hanks (HHS)

Harte Hanks (NYSE: HHS) and Cardlytics (NASDAQ:CDLX) are both small-cap business services companies, but which is the superior stock? We will contrast the two companies based on the strength of their analyst recommendations, earnings, dividends, institutional ownership, risk, profitability and valuation.

Profitability

This table compares Harte Hanks and Cardlytics’ net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
Harte Hanks -10.90% N/A -4.29%
Cardlytics N/A N/A N/A

Valuation & Earnings

This table compares Harte Hanks and Cardlytics’ top-line revenue, earnings per share (EPS) and valuation.

Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio
Harte Hanks $383.91 million 0.15 -$41.86 million ($1.20) -7.83
Cardlytics $130.37 million 2.24 -$19.64 million ($8.02) -1.82

Cardlytics has lower revenue, but higher earnings than Harte Hanks. Harte Hanks is trading at a lower price-to-earnings ratio than Cardlytics, indicating that it is currently the more affordable of the two stocks.

Analyst Ratings

This is a breakdown of recent ratings and price targets for Harte Hanks and Cardlytics, as reported by MarketBeat.com.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Harte Hanks 0 0 1 0 3.00
Cardlytics 0 1 4 0 2.80

Cardlytics has a consensus target price of $22.40, indicating a potential upside of 53.53%. Given Cardlytics’ higher probable upside, analysts plainly believe Cardlytics is more favorable than Harte Hanks.

Summary

Cardlytics beats Harte Hanks on 7 of the 10 factors compared between the two stocks.

Harte Hanks Company Profile

Harte Hanks, Inc. (Harte Hanks) is a multi-channel marketing company. The Company’s Customer Interaction business offers a range of marketing services, in media from direct mail to e-mail, including agency and digital services; database marketing solutions and business-to-business lead generation; direct mail, and contact centers. Its agency services are customer engagement agencies specializing in direct and digital communications for both consumer and business-to-business markets. The Company’s digital solutions integrate online services within the marketing mix and include search engine management, display, digital analytics, Website development and design, digital strategy, social media, e-mail, e-commerce and interactive relationship management and a range of other services that support its core businesses.

Cardlytics Company Profile

Cardlytics, Inc. is engaged in developing a purchase intelligence platform. The Company delivers relevant and measurable marketing analysis with purchase data from over financial institutions. The purchase data includes debit, credit, and bill pay data from online and in-store transactions. It helps the marketers identify, reach and influence likely buyers at scale, and measure the impact of marketing spends. The Company also operates an advertising channel, Cardlytics Direct. Cardlytics Direct delivers tailored marketing for marketers and financial institutions (FI). It provides personalized offers and suggestions for FI consumers on their purchase.

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