GroupM launches knowledge process outsourcing division Meritus Analytics

GroupM Media, a part of WPP, has launched a new division, Meritus Analytics. The company has tied up with a global consulting and technology services company, Covansys.

The new division will focus on full service knowledge process outsourcing (KPO) and offer data analytics services to potential clients in marketing, financial services, healthcare and retail verticals worldwide.

As per a company communiqué, Martin Sorrell, chairman and CEO, WPP, says, “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, therefore, a priority area for WPP to invest in and build stronger capabilities.”

Meritus Analytics will provide end-to-end solution capability – from raw/ summary data to actionable insights. It aims to provide new generation CEOs with an excellent and foolproof method to yield maximum ROI.

Sorel adds, “India is already at 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 its clients through WPP group companies around the world in order to help measure and analyse returns on marketing investment.

The Meritus partnership with Covansys is “designed to put together complementary skills from the two leaders in their respective fields to create an enlarged, world-class KPO operation in this area and further strengthen our business partnerships with clients”.

Ashutosh Srivastava, CEO, India and South Asia, GroupM, says, “We believe that data analytics can help drive faster growth in the marketing services sector. It brings in more precision in the measurability of key business metrics and, therefore, greater accountability.”

GroupM’s ATG (Advanced Techniques Group) has been working with several global clients such as Unilever, Diageo, Pepsi and Ford in this area through India originated projects as well as through projects outsourced from other GroupM companies around the world. Srivastava adds, “This has helped us develop strong domain knowledge in measuring marketing RoI. This tie-up with Covansys adds industrial strength to our offering.”

Though the ATG will continue to provide its marketing analytic services to its existing clients, Meritus Analytics will be a scaled-up operation with specialisation in various verticals, vis-à-vis marketing, financial services, healthcare and retail. In the future, the ATG will get complete analytic support from the scaled-up Meritus.

The new division will be headed by V Balasubramanium, who currently looks after GroupM’s ATG and Global Analytic Centre.

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