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Analytics Services Industry in India Overview Sakshi Prakash: Social Media Analytics, Hewlett-Packard
Jan, 2013
2
Agenda
Analytics in Business - What, Why & Where
Increase in Importance of Analytics
Spreading Wings: Growth of Analytics Services
Service Providers Landscape
Analytics Services Mix & Skill Set Required
3
Firms typically apply analytics to business data, to describe, predict & improve performance
Analytics in Business
Analytics
Discovery & communication of meaningful
patterns in data
Simultaneous application
of statistics, programming, OR &
business acumen
Favors data visualization to communicate
insight
Improve
Predict
Describe
Why Where
Retail Analytics
Store Assortment
Price & Promotion
Marketing Optimization
Web Analytics
Portfolio Analysis
Risk Analytics
Supply Chain Optimization
What
Source
4
• Big Data • Unstructured
Data
Information Explosion
• Real Time Analytics
Faster Decisions • Advanced
Analytics • Text Analytics
Smarter Decisions
Flexible Technology & Systems
Increase in Importance of Analytics
Information Explosion
Smarter Decisions
Faster Decisions
Contributing Factors
Go!
Source
5
With India supplying business analytics capabilities to MNCs at best performance to cost ratio, scope for a professional in this field is phenomenal
Spreading Wings
The popularity and maturity over time of the BPO sector led to the evolution of yet another form of global outsourcing known as KPO
The Indian KPO services industry is estimated to be around USD 5.7 billion currently and grew by 15-17% in the recent past
- Analytics outsourcing is a segment of the growing KPO industry
Global data analytics outsourcing market stood at $500-550 million in 2010, of which Indian service providers delivered $375 million
- Faces stiff competition from Philippines, Russia, China, Poland and Hungary
By 2015, the data analytics market in the country is expected to reach $1.15 billion, to constitute 21 per cent of the overall Indian knowledge process outsourcing (KPO) market opportunities of $5.6 billion
Estimated offshore knowledge services in India by 2015
• $5.6 billion Total market opportunities
• 39% Business research as
percentage of market
• 23% Legal process outsourcing as percentage of market
• 21% Data analytics services as
percentage of market
• 17% Others (Social media research, marketing & sales support
Source1 Source2 Source3
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Landscape is split between pure-play analytics vendors, KPO/BPO services providers & global companies who source analytics services from their captive centers in India
Service Providers Landscape in India
Service Providers
Landscape
Pure Play Vendors
BPO/KPO Services
Providers
Captive Centers
•Mu Sigma
•AbsolutData
•Fractal Analytics
•ZS Associates
• IBM
• HP
• ICICI
• HDFC
• Wal-Mart Labs
• Vodafone
•TCS
•Genpact
•Wipro
•Accenture
•eClerx
Acquisitions by Indian companies in analytics space
Source
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Service Providers Landscape in India (cont.)
Top Cities by Analytics Startups
Bangalore 31%
NCR 26%
Mumbai 18%
Pune 8%
Hyderabad 8%
Chennai 6%
Kolkata 3%
Top 10 Analytics Employers in India
Global Top 10 Employers in Analytics
Genpact IBM
TCS Accenture
IBM Microsoft
CTS Google
HP Oracle
Accenture Bank of America
Infosys HP
HSBC Citi
Wipro SAP
Dell Wells Fargo
Top Cities by Analytics Professionals
NCR 29%
Bangalore 26%
Mumbai 21%
Hyderabad 7%
Chennai 7%
Pune 7%
Kolkata 4%
•Third party vendors form the bulk of employment in analytics from Indian context
•Contrast it with global top 10 employers. Five out of these ten, consume analytics in-house. Although all these firms have offshore units in India, they still shy away from offshoring high end vocations like analytics to India
Source
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Insight Generation/Recommending actionable insights is a critical element where management students can add value
Analytics Services Mix & Skill Set Required
Model/Solution Building
Running Models, Data Analysis
Data Extraction
Data Preparation
Business Research
Reporting
Insight Generation
Visualization/Report Writing
Communication/Presentation
Low-end
High-end
Right Attitude & Eagerness to Learn
Strong Oral & Written Communication
Logical/Analytical Thinking
Business Acumen: Retail, FMCG, IT etc.
Domain Understanding: Marketing, Finance, Supply Chain, HR etc.
Statistics, Operations Research
Technical – VBA, SAS, R, SQL
Skill Set Required
Newsletters
Infographics Dashboards
Open Session!
Questions? Comments?
Thank you
Appendix
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Big data spans three dimensions: Volume, Velocity, Variety
What is Big Data?
Big data is a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications. The challenges include capture, curation, storage, search, sharing, analysis and visualization •Volume: Enterprises are awash with ever-growing data of all types, easily amassing terabytes, even petabytes of information
•Turn 12 terabytes of Tweets created each day into improved product sentiment analysis •Convert 350 billion annual meter readings to better predict power consumption
•Velocity: Sometimes 2 minutes is too late. For time-sensitive processes such as catching fraud, big data must be used as it streams into your enterprise in order to maximize its value
•Scrutinize 5 million trade events created each day to identify potential fraud •Analyze 500 million daily call detail records in real-time to predict customer churn faster
•Variety: Big data is any type of data - structured and unstructured data such as text, sensor data, audio, video, click streams, log files and more. New insights are found when analyzing these data types together
•Monitor 100’s of live video feeds from surveillance cameras to target points of interest •Exploit the 80% data growth in images, video and documents to improve customer satisfaction
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80% of all potentially usable business information originates in unstructured form
What is Unstructured Data?
Unstructured Data refers to information that either does not have a pre-defined data model and/or does not fit well into relational tables •Unstructured data is typically text-heavy, but may contain data such as dates, numbers, and facts as well
• This results in irregularities and ambiguities that make it difficult to understand using traditional computer programs as compared to data stored in fielded form in databases •In 1998, Merrill Lynch cited estimates that as much as 80% of all potentially usable business information originates in unstructured form
• More recently, multiple analysts have estimated that data will grow 800% over the next five years
•Unstructured information accounts for more than 70%–80% of all data in organizations and is growing 10–50x more than structured data
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