Marketing Management Analytics Inc.

Marketing Management Analytics Inc. (MMA) has announced the general availability of Avista by MMA Decision Support Service (Avista DSS), which the company claims is the first fully integrated, enterprise-managed service that gives enables companies to significantly improve their return on marketing investment (ROMI).

The release includes a standard version for all industries and separate financial services and pharmaceutical editions. MMA, a supplier of advanced marketing analytics, is an independent operating unit of Carat, one of the world's foremost media services companies.

Avista DSS, a Web-based service, is designed to increase a company's ROMI by at least 15 percent for marketers new to marketing mix modeling. Those companies already experienced in doing sophisticated marketing modeling will still realize significant returns through marketing process improvements, the company says.

The product combines MMA's innovative analytics with a technology platform and data integration and management capabilities. It lets marketers easily and quickly do the necessary analysis--"what if" planning, optimization, forecasting and ongoing monitoring and diagnosis through dashboards and reporting--to take immediate action to improve business results.

Avista DSS provides specific functional views for brand managers, senior executives, researchers and financial professionals. There are no unique technical requirements. Users simply access the service through a standard Web browser. Avista DSS is powered by SAS, hosted by IBM and was developed by MMA in conjunction with its development partner WIPRO, a Bangalore, India-based software development company.

Web: www.mma.com.

Material for this column has been developed in most cases from promotional items supplied by the companies, which have not paid to appear in this column.