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MMA Opens R&D Centre in India
Synovate-owned Marketing Management Analytics (MMA) has opened an operation in Bangalore, India from which it plans to develop advanced predictive and optimization techniques for use with behavioural and attitudinal data.
 MMA provides analytics technology and consulting to help firms address marketing mix, pricing, and sales force effectiveness issues. Earlier this month, the division was merged with the group's SMA division.
The new 'Global Center of Excellence' has been formed to develop techniques for solving business planning, product innovation, pricing, traditional and digital media measurement and forecasting issues. It will also support MMA's expansion into the Asia Pacific region.
The centre will base its initial work around a technology platform developed by Kolkata and Bangalore-based analytic services firm SCAnalytics, which MMA acquired earlier this year. This platform integrates large data sets to support a variety of analytic modelling and capability areas across a broad range of sectors.
'The integration of SCAnalytics has led to the creation of a sophisticated innovation centre for testing and rapidly deploying new ideas, while serving some of our largest clients across the Asia Pacific region,' states MMA CEO, Pat Cummings (pictured). 'The centre will also support a number of global delivery needs that will enable MMA to produce high-quality, cost-effective solutions for our clients.'
Web sites: www.mma.com and www.scanalytics.co.in .
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