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NEW GroupM floats data analytics firm Meritus with V. Balasubramanium as head

NEW GroupM floats data analytics firm Meritus with V. Balasubramanium as head

Author | exchange4media Mumbai Bureau | Friday, Dec 16,2005 4:07 PM

NEW GroupM floats data analytics firm Meritus with V. Balasubramanium as head

GroupM Media India, a part of WPP, is scaling up its expertise in the data analytics space worldwide by launching Meritus Analytics India Pvt Ltd. in partnership with global consulting and technology services company Covansys (India). Meritus is expected to commence operations on January 2, 2006. It will be headed by V. Balasubramanium, who currently looks after GroupM's ATG and Global Analytic Centre.

Commenting on the venture, WPP Chairman and CEO Sir Martin Sorrell, said, “WPP sees measurability as one of the key areas of future growth. Clients need to make decisions based on measurability and measure the impact of their decisions in terms of RoI. Data analytics is a key aid in making this happen and is therefore a priority area for WPP to invest in and build stronger capabilities.”

He further added, “India is already in the forefront of data analytics and its KPO sector is poised to boom. WPP has always been keen to develop opportunities in this sector in India. GroupM's global analytics centre in Bangalore is already working on outsourced projects from several of our clients through WPP group companies around the world in order to help measure and analyse return on marketing investment.”

Meritus Analytics India is a complete house of analytics with focus on full service Knowledge Process Outsourcing (KPO). The core offering from Meritus is data analytics services to potential clients in marketing, financial services, healthcare and retail verticals worldwide. It is a one-stop-shop for clients in the selected verticals since it has end-to-end solution capability -- from raw/summary data to actionable insights. Meritus, hence, would provide new generation CEOs an excellent and foolproof method to yield maximum RoI.

Speaking at the launch of Meritus Analytics, Ashutosh Srivastava, CEO-India and South Asia, GroupM, said, “GroupM believes that data analytics can help drive faster growth in the marketing services sector. It brings in more precision in measurability of key business metrics, and therefore, greater accountability. GroupM's ATG (Advanced Techniques Group) unit has been working with several global clients like Unilever, Diageo, Pepsi, Ford, etc., in this area, through India originated projects, as well as through projects outsourced from other GroupM companies around the world. This has helped us develop strong domain knowledge in measuring marketing RoI. This tie-up with Covansys adds industrial strength to our offering. We are looking forward to working with Covansys, to help expand the verticals we operate in and create a world class KPO operation in this field.”

Subrahmaniam Krishnaswamy, CEO of Covansys (India), said, “This is a unique combination of two entities, each with respective strengths but, in combination, more than the sum of its parts. We believe that our strength in technology, tools and business knowledge will be a significant factor in the success of Meritus Analytics. We expect that Covansys, with its repository of data analytics and application development skills, subject matter expertise, world-class infrastructure and process maturity, will enable Meritus Analytics to tap the global potential of this business.”

Though ATG will continue to provide its marketing analytic services to its existing clients, Meritus Analytics India will be a scaled-up operation with specialization in verticals like marketing, financial services, healthcare and retail. ATG in future also will get complete analytic support from Meritus.

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