The Hindu Business Line : Marketics does away with `redundant' HR practices

FUN@WORK is the writing on the wall at Marketics Technologies. This Bangalore-based marketing analytics company believes that conventional HR practices are `redundant' and `a complete waste of time.'

Says the company CEO, Mr S. Ramakrishnan, "We believe that our people are mature responsible adults striving for client delight which is a non-negotiable point here." Therefore, the 100-plus employees of Marketics have no pressure to rush to office at 8 am to swipe a badge. Instead they can plan their client engagements at mutually suitable time, can decide whether they want to be located on-site in the US or offshore in Bangalore and take as much leave as they want.

Explaining why the company has done away with traditional HR practices, Mr Ramakrishnan says, "The emphasis here is on client delight, that is, performance. This leniency in HR actions has created leaders out of employees. They own the process completely and are accountable to their tasks and clients."

Marketics helps global marketers increase their marketing effectiveness and ROI based on data available with them. "But unlike a regular BPO we don't do transaction processing, but more of knowledge processing," he says, adding, "No graveyard shifts for our employees because our clients prefer if we work while they sleep. They make use of the US night-day differential to post us questions and find answers in their mailboxes the next morning."

The company employs marketing and analytical talent from top business schools, marketing firms and statistical institutes to analyse customer data of US marketing companies.

Marketics customers operate in 100-150 countries in the areas of consumer packaged goods, food and beverages, media, retail, travel and leisure and entertainment, telecom and toys. "We're hoping to triple our business to about $6 million by March 2006," according to Mr Ramakrishnan.

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