Thanks to its twenty years experience, M&T is leader in services and products for trade and sales intelligence.

The M&T's MMAS (Micro Marketing Analysis System) provides a great number of information about each operator of the market. Our method, our product and our consultants give a unique opportunity of knowledge, of strategic vision and of operative decisions to the selling and marketing managements.

M&T can supply database and software as well operate side by side with the management to develop all the necessary analysis, matching, evaluations, simulations, jobs on the selling force or on Customer portfolio and prospect to define areas and targets, to verify objectives and results, to coach and support the staff.

The MMAS method has been developed to have all the information needed to compete on the micro-market, in each zone, with the acknowledge of the social and economic situation of the region and of every selling point.

Objectives

	To build up a qualified database of selling-points or create a group of operators in the sector, in order to collect pieces of information to satisfy the needs of Committees.
	To analyze the realities of market's distribution in terms of: - selling point's structure - way of behaving , dynamics and commercial trends - dimensional bends typologies (cluster analysis) - presence and penetrations of brands , competitive situation
	To define a coefficient of potentiality (commercial relevance) for each selling point and place the exercise in ABC curve.
	To trace segments following functional rulers for the needs of each single Committee, in order to define, for instance, targets to whom aim at specified operations.
	To examine each commercial area's (agents, selling points and concessionaires) characteristics in order to: - understand points of force/weakness - check the potentialities - find out selling's targets.

How it works

Quality step – To start the Census we base on “clinical” interviews with a selected group of operators to deeply understand the sector we are going to analyze. At thee same time we get acknowledged with the areas of interest of the Committees, turning them into questions for the interview.

Quantity step - Interviews are submitted on the total of the trade operators (explored universe), to gather the structure of the selling points and brands. The field is brought out through phone contacts.

Data's elaboration step – Information are normalized and organized in a conformed structure for their utilization through the MMAS database marketing and geomarketing instruments. A team of specialized technicians offers high standard of testing and flexibility, either for the production of relations and report or for the interface with the different business information's platforms of the Committee.

Control of quality - On-line checks at sample are made in order to verify the quality of phone communication in terms of relationships, fullness and rightness of the dates.

MMAS inquiries are realized in the total respect of the law 196/03 that concerns the respect of privacy for treatment of personal data.
Every six months new interviews are submitted on a “circular” panel that represents a part of the global inquiries to guarantee a proper and constant adjournment. In this way the entire census is completely updated every two years.
Moreover every six months MMAS Clients receive a notice on market trends and the disposable upgrading of the software MMAS GIS.

The organizational structure

In M&T operates a team strictly dedicated to the MMAS, with technicians specialized in this method of inquiries.

The interviewing team is composed of about 20 elements, with a productive capacity of over 7.000 telephone calls per week.

The operators are professional interviewer and operate in M&T under the supervision of a chief and through a net that submits automatically the questionnaires, records data, reschedule calls and close files.

The process is completely computerized. It guarantees the homogeneity of interviews and the necessary quality on information in order to reach the final result.

Data treatment, elaborations, development and configuration of geomarketing software are performed by the Information Technology staff of M&T.

The presence of a department of data's elaboration inside Marketing and Telematica itself assures the security to the Client about the reservation of information eventually given to the Client .