NEWS4 August 2011

Synovate combines analytics units SMA and MMA

M&A North America

US— Synovate Management Analytics (SMA), which was launched last year to help clients integrate research with data from other sources, is being combined with sister company Marketing Management Analytics (MMA).

The merged business will take on the MMA name but will be run by Patrick Cummings (pictured), CEO of SMA. Former MMA boss Doug Brooks will be executive vice president.

MMA was formed in 1989 and became part of Synovate in 2008.

The companies said that that the combination of their analytics approaches would 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”.