comScore (NASDAQ:SCOR) vs. MOGU (NYSE:MOGU) Financial Review

comScore (NASDAQ:SCOR) and MOGU (NYSE:MOGU) are both small-cap business services companies, but which is the better investment? We will compare the two businesses based on the strength of their earnings, profitability, risk, analyst recommendations, dividends, valuation and institutional ownership.

Institutional & Insider Ownership

42.2% of comScore shares are owned by institutional investors. Comparatively, 19.1% of MOGU shares are owned by institutional investors. 11.1% of comScore shares are owned by insiders. Comparatively, 19.8% of MOGU shares are owned by insiders. Strong institutional ownership is an indication that large money managers, endowments and hedge funds believe a stock is poised for long-term growth.

Risk and Volatility

comScore has a beta of 1.07, meaning that its stock price is 7% more volatile than the S&P 500. Comparatively, MOGU has a beta of 0.36, meaning that its stock price is 64% less volatile than the S&P 500.

Analyst Ratings

This is a breakdown of current ratings and target prices for comScore and MOGU, as provided by MarketBeat.

	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
comScore	0	1	1	0	2.50
MOGU	0	0	0	0	0.00

comScore currently has a consensus price target of $10.75, suggesting a potential upside of 114.27%. Given comScore’s stronger consensus rating and higher possible upside, equities research analysts clearly believe comScore is more favorable than MOGU.

Profitability

This table compares comScore and MOGU’s net margins, return on equity and return on assets.

	Net Margins	Return on Equity	Return on Assets
comScore	-25.77%	-243.87%	-19.79%
MOGU	N/A	N/A	N/A

Earnings and Valuation

This table compares comScore and MOGU”s revenue, earnings per share and valuation.

	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
comScore	$354.96 million	0.07	-$79.36 million	($15.91)	-0.32
MOGU	$138.90 million	0.12	-$8.21 million	N/A	N/A

MOGU has lower revenue, but higher earnings than comScore.

About comScore

comScore, Inc. operates as an information and analytics company that measures audiences, consumer behavior, and advertising across media platforms in the United States, Europe, Latin America, Canada, and internationally. The company provides digital ad solutions, including Media Metrix Multi-Platform and Mobile Metrix, which measure websites and applications on computers, smartphones, and tablets; Video Metrix that delivers measurement of digital video consumption; Plan Metrix, which offers understanding of consumer lifestyle; Total Home Panel Suite, which capture OTT, connected TV, and IOT device usage and content consumption; CCR, which enhances validated campaign essentials verification of mobile and desktop video campaigns; XMedia Enhanced, which provides a deduplicated view of national programming content; Comscore marketing solutions; Lift Models, which measures the impact of advertising on a brand; Survey Analytics, which measure various consumer insights including brand health metrics; and Activation Solutions, including audience activation and content activation. The company's cross platform solutions products and services comprises Comscore TVNational that helps customers understand the performance of network advertising campaigns; Comscore TVLocal allows customers to understand consumer viewing patterns and characteristics; OnDemand Essentials that provides transactional tracking and reporting; Movie Solutions; and Hollywood Software Suite. In addition, it offers custom solutions for planning, optimization, and evaluation of advertising campaigns and brand protection. Further, the company provides products that measure movie viewership and box office results by capturing movie ticket sales in real time or near real time. It serves digital publishers, television networks, movie studios, content owners, brand advertisers, agencies, and technology providers. The company was incorporated in 1999 and is headquartered in Reston, Virginia.

About MOGU

MOGU Inc., through its subsidiaries, engages in the online fashion and lifestyle business in the People's Republic of China. The company operates an online platform that primarily offers a range of fashion apparel and other products, including beauty products and accessories provided by third party merchants, as well as personal care, food, and medical beauty products. It also provides online marketing, commission, financing, technology, and other related services to merchants, brand partners/owners, and users; and technology services to insurance companies. The company offers its products through mobile apps, including flagship Mogujie app, mini programs on Weixin, and Weixin pay; websites comprising Mogu.com, Mogujie.com and Meilishuo.com. The company was formerly known as Meili Inc. and changed its name to MOGU Inc. in November 2018. The company was incorporated in 2011 and is headquartered in Hangzhou, the People's Republic of China.