In the current mini semester, I took a course called Marketing Applications of Data Mining (SAS was used as the mining tool) by Prof Alan Montgomery. The objective to take this course was learn analytical Marketing concepts and techniques (from an entrepreneurial and consulting perspective). That was achieved !
The course was fairly intense and demanding (with me having to provide atleast 10 hours a week). We had a presentation in which we had to present our marketing plan to the Sr. Management for a fictitious firm named Cell2Cell.
Recently, I read this article on India's possibility to become the market research hub of the world. Market Research Outsourcing or MRO is picking up pretty fast and one of the firms that's making headway is Markelytics.
I am unsure if this company wants to get bought by some other firm. However, I think, one of the Indian service providers must buy it before one of the MNCs or Google Analytics buys it. The reason to buy is that it can become one of the offerings for the consulting arms of these service provider firms and help them climb up the value-chain faster.
Besides, it can serve as an internal shared-services unit for other arms of the consulting firms. Consulting involves rigorous analytical research with hardcore data. Most of the consulting companies fail to do it and the consulting presentations are based on superficial research than an in-depth data-driven one (no matter how much they claim they dig, it ain't enough). As Dr. Montgomery says, "Data mining leads to amazing results and sometimes inexplicable ones !". However, data is data and hence, must be respected.
eSCM-SP best practices must be laid out by service providers such as Markelytics at an earlier stage to ensure that they can differentiate themselves and provide greater satisfaction than the regular vendors to the client. Clients will have to get ready with eSCM-CL as well.
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