Synovate has merged its global analytics consulting practice SMA with its Marketing Management Analytics (MMA) division, to provide clients with ‘more accurate data and insights’ about the behavior and attitudes of consumers.

SMA (Synovate Management Analytics), which was launched last November, offers a suite of predictive modeling solutions to enable clients to establish a ‘holistic’ view of their business functions. The division also provides a range of research and advanced analytic techniques fuelled by data from media, attitudinal and behavioral, macroeconomic and other sources.

MMA, which was previously part of Aegis Media, was moved into Synovate in December 2008 with the aim of enhancing marketing and research synergies between the two companies. The division provides analytics technology and consulting to help firms address marketing mix, pricing, and sales force effectiveness issues.

Synovate says integrating the two companies will enable brands to connect predictive analytics and econometric data with near real-time attitudinal and behavioral insights.

Following the merger, the combined business will be branded as MMA, and led by SMA CEO Patrick Cummings (pictured), with support from former MMA head Doug Brooks.

Scott Miller, CEO of Synovate in North America, comments: ‘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.’

Web site: www.synovate.com .

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