Synovate integrates analytic and strategic biz units

MUMBAI: Custom market research company Synovate has integrated two of its global analytic and strategic business units, Marketing Management Analytics (MMA) and Synovate Management Analytics (SMA).

The single unit is designed to merge traditional and emerging analytics with "mind of the consumer"attitudinal and behavioural data. It will be branded as MMA.

Synovate SMA CEO Patrick Cummings, a former Accenture partner who led the development of its North American marketing sciences practice, and the former president of Global Analytics at SymphonyIRI will become CEO of the integrated companies.

Doug Brooks, who has been leading the transformation of MMA, will become executive vice president of the combined entity, and will report to Cummings.

Synovate in North America CEO Scott Miller said the power of the combined MMA and SMA business lies in its ability to directly link predictive analytics with consumer attitudes and behaviours, helping companies drive significant gains in incremental value through more effective product development, marketing and sales.

Integrating the two companies‘ analytic approaches is aimed to enable brands to connect predictive analytics and econometric data with near real-time attitudinal and behavioural insights to drive brand and product innovation while also significantly improving planning and forecasting processes on a global scale.

MMA focuses on brand, marketing and media performance, including digital and social media. For over 20 years, it has been working in the areas of predictive, automated modeling that supports a range of business process integration techniques for planning and forecasting.

SMA has developed solutions that support clients‘ global portfolio investments, innovation and product life cycle solutions. These capabilities apply analytic techniques, econometric data and consumer attitudinal and behavioural insights to build stronger brand performance.

Cummings said, "The merger of these two powerful sources of insight will provide a disruptive set of solutions capable of solving some of industries‘ most elusive and challenging problems. Traditional analytics capture the "what, where and how"behind key enablers of business performance. Consumer market research encapsulates the "who and the why"of consumer decision making. By finding the intersection of these two powerful insight sources, these truths can be integrated to provide a more holistic view of companies‘ business and consumers. This new combination of insights will allow global organisations to achieve better results through more predictive and relevant decision making."

"Many companies have struggled to establish a single view of their business due to the siloed nature of current analytic solutions, data and business functions. By combining the capabilities of MMA and SMA we have established a highly experienced analytic consulting team with a business- relevant set of solutions that enables the integration and translation of complex analytics into easy-to-use and actionable brand and board room strategies that result in real and measureable value creation for our clients. We call this ‘Disruptive Analytics‘,"added Brooks.

Averred Miller, "Too often analytics and consumer market research are managed separately. But by combining the recency and relevance of consumer market research with traditional analytics, companies can achieve an unparalleled level of accuracy and predictability for planning and forecasting. An integrated MMA/SMA puts Synovate on the leading edge in terms of developing the next generation of value creation in analytics and market research."

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