Marketing Management Analytics (MMA) announced it is
launching a Global Center of Excellence in Bangalore, India.
The center will develop expertise and capabilities in
advanced predictive and optimization techniques that draw on behavioral and
attitudinal data for solving complex business planning, product innovation,
pricing, traditional and digital media measurement and forecasting issues for
top brands around the world.
It will also support MMA’s aggressive expansion into the Asia-Pacific
region in 2011 and 2012.
The foundation of the center will be a cutting-edge
technology platform developed by SCAnalytics, which was acquired earlier this
year by MMA.
The platform integrates and harmonizes large and varied
data sets to support a variety of analytic modeling and capability areas within
the automotive, CPG, durable goods, media and entertainment, financial
services, pharmaceutical, retail and telecom sectors.
SCAnalytics has developed a suite of successful, advanced
analytic tools that include MarketMax, Optima, Teleport, i-Schedule, Human.ET,
PERCEPT and EmPowR, which were showcased in the Confederation of Indian
Industries workshops last year.
Earlier this month, MMA and Synovate Management Analytics
(SMA) were merged into a single business unit operating under the MMA banner.
This positioned MMA to integrate traditional and emerging analytics with mind
of the consumer” attitudinal and behavioral data. The company supports client
projects in 22 countries.
We are very excited about the potential to leverage our
innovative analytic approaches and technologies in order to develop marketing
solutions that set our global clients apart,” said Susmita Chaudhury, one of
the two founders of SCAnalytics.
SCAnalytics work in merging consumer attitudinal data
with behavioral data, advanced analytics and technology is a seamless fit with
MMA’s commitment to providing actionable insights, predictive analysis and
market relevance.
The merger of SMA and MMA positioned the companies to produce
the highest quality predictive insights to help our clients address the latest
business challenges,” said Pat Cummings, CEO of MMA.
Now the integration of SCAnalytics has led to the creation
of a sophisticated innovation center for testing and rapidly deploying new
ideas, while serving some of our largest clients across the Asia-Pacific
region.
The center will also support a number of global delivery
needs that will enable MMA to produce high-quality, cost-effective solutions
for its clients.
By Telecomlead.com Team
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