Newsletter for Imarticus on Analytics

1. INSIDE
THIS
ISSUE
NEWSLETTER
ANALYTICS
Q2, 2015
2
A Word from
the Managing
Director
3-5
A Call to
Analytics in
Marketing
6-10
Making A
Case for
Online
Education
11
Imarticus
Recommends:
Good Reads
12
Corporate
Offerings &
Benefits to
You
Edition
II

2. Dear Reader,
2014-15 was a Rubicon moment for Imarticus Learning as we set
out to strengthen our product and regional portfolio as well as
our corporate relationships. Looking back, we have achieved
more than we aimed for. Our revenues have doubled, both on the
back of a thriving retail business which saw a 120% increase in
our student base, as well as our Corporate Training business
which saw us build mutually beneficial relationships with many
of you. I thank you for continuing to believe in us, as well as our
exceptionally talented team of over 100 professionals who make
it possible.
The next notch on our goal post is Online Education, and in this
issue, Amit Ratanpal tackles the growing space of Online
Education and eLearning. Globally, eLearning is a $56.2 billion
business and that figure is expected to grow exponentially to
$107 billion by 2015. With good reason: eLearning offers cost
savings, flexibility and repeatability in training. In this issue, we
explore the learning options you can now add to your arsenal to
train your employees.
In line with our aim to provide targeted and relevant training to
our youth to fill the ever increasing shortage of skilled
professionals in the Analytics industry, we are very excited about
the recent launch of own online training programs on R and
SAS—watch this space!
Analytics, of course, has countless applications in the business
world. Marketing analytics is a hot field and by all estimates
demand for professionals will soon be very strong. In this
edition, we are pleased to have Sujoy Bhattacharya, Assistant
Professor, VGSOM, IIT Kharagpur, explore the many facets of
marketing analytics including usage and key trends that are
driving demand for marketing analytics.
On the thought leadership front, we hosted our very first
Analytics conference in Bangalore in February, 2015. This was
attended by representatives from leading firms such as
Accenture, KPMG, Deutsche Bank, Dell, Target, Cognizant, HP and
more. Please visit our Youtube page to view the highlights reel.
We look forward to more such industry gatherings with all of you
in the future, with our next Analytics conference being planned
for September, 2015.
We are very excited about what 2015-2016 will entail and, as
always, I look forward to hearing from you and hosting you at
our offices in Mumbai, Bangalore and Chennai. Please do get in
touch with us at corporaterelations@imarticus.com for any
requirements or suggestions to serve you better.
Regards
Nikhil Barshikar
Founder & Managing Director
A WORD
FROM OUR
MANAGING
DIRECTOR
2

3. A CALL TO
ANALYTICS IN
MARKETING
Sujoy Bhattacharya
Assistant Professor,
VGSOM, IIT Kharagpur
ABOUT THE AUTHOR:
DEMAND FOR MARKETING ANALYTICS
Forbes proclaimed 2014 to be the Year of Digital Marketing
Analytics and the spotlight continues into 2015 – and rightly so.
Marketing analytics is the optimization of marketing efforts through
measurement and data analysis to help firms improve their return
on marketing spend.
Marketing efforts and returns are often intangible and it is difficult
to quantify the precise impact of a firm’s marketing strategies and
spend. In spite of the Big Data explosion, 89% of marketers use their
intuition rather than data driven models to take key decisions1. Gut-
feel is neither scalable nor process-oriented and, if wrong, can be
expensive. But there’s a growing demand from both top
management and marketers’ value chain to graduate from the murky
and intangible decision making to a more precise and quantifiable
data-driven approach that would aid and facilitate better decision
making.
Emphasizing the value of Big Data, McKinsey rates Data just as
important a factor of production as capital or labour. NASSCOM and
CRISIL Global Research and Analytics predict the global Big Data
market to grow exponentially from $5.3 billion in 2011 to $25 billion
in 2015
$ 5.3
Billion
2011
$ 25
Billion
2015
Global Market
$ 200
Million
2011
$ 1
Billion
2015
Indian Market
500%
increase
McKinsey analyzed over 250 customer engagements spanning a five
year period and reported that companies that based their sales and
marketing decisions on Data improved their Marketing Return On
Investment (MROI) by 15-20 percent.
Increase
MROI by
15-20%
with Analytics
The global annual marketing spend amounted to $1 trillion. This
would mean companies using data for marketing decisions would
create an additional value in the order of $150–$200 billion! 2
Of the $6.2 billion in deals that have occurred
in the last four months in the marketing
technology space, more than two-thirds came
from funding, acquisitions, or mergers of
businesses operating in the intelligence and
data domains.3
3
Dr Sujoy Bhattacharya is a
PhD from Indian Institute of
Information Technology
and Management, Gwalior.
He has ten years of
Teaching and Research
experience. He has taught
at Mudra Institute of
Communications,
Ahmedabad, Goa Institute
of Management, Goa and S P
Jain Institute of
Management, Singapore
Campus. He is a "R"
Evangelist and is willing to
conduct workshops on R
anywhere, free of charge.

4. The ready availability of faster and more powerful computers and
software that is able to analyze huge amounts of data, filter it
through super-sophisticated models to help marketers gain
efficiencies and make highly targeted offers.
CONVERGING TRENDS
Clients are increasingly turning to technology to help make more
informed decisions. That is enabled by four converging trends, as
outlined by Forbes:
1. The Internet of Things: With sensors embedded in everyday
objects, marketers now have unprecedented access into
customer behaviors and preferences, and thereby can trigger
targeted actions and customized offers.
2. Automated Engagement: A push towards “automated
engagement” where technology has effectively replaced humans
in tasks from information gathering to actual buying.
4. Technological Advances: The easy availability of faster and
more powerful computers and software is able to analyze huge
amounts of data by filtering it through super-sophisticated
models, to help marketers gain efficiencies and make highly
targeted offers.
3. Improved
“anticipatory”
analytics: Technology
that can accurately
deliver on customer
needs even before they
are expressed by the
customer. This is based
not just on past behavior
but on real time
information that could
alter your choices in real
time.
In 2014, for example, Amazon
was granted a patent for
“anticipatory shipping”
software that, based on
sophisticated analytics, starts
packing and shipping products
before customers have even
ordered them.
ALGORITHMS TRUMP ANTHROPOLOGY
Marketing has become more analytical and model oriented. The
earliest models in marketing were based on applications of
optimization methods followed by the use of game theory and
markov models to complex contextual marketing problems.
$2.2 Billion
2013
$3.4 Billion
2018
Predictive Analytics
SW Market
Today, stochastic models, conjoint
analysis, expert systems, customer choice
models, neural nets, customer lifetime
value models, CRM models and many
more are being used in marketing.
The predictive analytics software market
is expected to grow from $2.2 Billion in
2013 to $3.4 Billion in 2018. The total
spends on Big Data hardware, software
and service is expected to be $114 Billion
by 2018.
A PUSH TOWARDS
“AUTOMATED
ENGAGEMENT”
WHERE
TECHNOLOGY HAS
EFFECTIVELY
REPLACED
HUMANS IN TASKS
FROM
INFORMATION
GATHERING TO
ACTUAL BUYING. ”
“
4

5. KNOWING HOW
TO TAP INTO THE
RIGHT BIG DATA
WILL DEFINE
THE
DIFFERENCES
BETWEEN
BUSINESSES
THAT EXCEL AND
BUSINESSES
THAT CHOKE.
”
“
DATA DRIVEN VS GUT FEEL
However, the human element is not redundant just yet – and nor will
it ever be! “Big data creates a deluge of numbers, and knowing how to
tap into the right big data will define the differences between
businesses that excel and businesses that choke,” says Rex Briggs, the
bestselling author and founder of Marketing Evolution.
“Big data is actually the confluence of three forces: real-time data, big
data, and automation. Taken together, the change is the ability to
discover, in real-time, which messages are working best with which
people, in which context, in which media, and optimize accordingly.” 5
USES OF MARKETING ANALYTICS
Data from customer touch points is being used for promotion
customization, new product development, distribution channel
optimization, improving customer satisfaction scores and enabling a
recommender system for changing customer needs. For example,
sports marketing for IPL franchisees has used Analytics and delivered
content via social media to increase their fan base. The Economist
reports that Citigroup Inc. in Singapore uses the customer’s credit
card data to recommend discounts at restaurants. It also reports that
Santander Bank in Spain uses analytics to generate weekly list of
prospects that are predicted to have a likelihood of buying the bank’s
offers.
MARKETING ANALYTICS IN INDIA
Big Data Analytics is still in its nascent stage in India, according to
Amit Khanna, partner, Analytics at KPMG India, with most companies
just learning to store data, better known as data warehousing.
However things are changing rapidly with companies— especially
retail—looking for a competitive edge over their rivals. Telecom
services providers such as Bharti Airtel Ltd and Vodafone Business
Services, for instance, use predictive analytics to analyze usage and
charging patterns of customers.
“Every single decision
that we make internally
is based on analytics -
31% of the company’s
orders come through our
analytics-driven
systems.”
We also see marketing analytics
being harnessed by:
• Banks: ICICI, HDFC, Axis, Yes
Bank, Kotak Mahindra
• Automotive companies: Tata
Motors, Mahindra &
Mahindra
• ECommerce companies:
Flipkart, Snapdeal, and
Jabong
In conclusion, marketing analytics is here to stay and promises good
rewards for those who choose to harness its power.
SOURCES:
1. hbr.org 2. Forbes.com 3. venturebeat.com 4. Forbes.com 5. Entrepreneur.com
5

6. MAKING A
CASE FOR
ONLINE
EDUCATION
GROWTH IN THE ONLINE EDUCATION MARKET
The worldwide market for E-Learning is growing exponentially
from $35.6 billion in 2011 to an estimated $51.5 billion in 2016
at a five-year CAGR of around 7.9%1.
While the US and Europe dominate the eLearning consumption
landscape currently (at 70%), it is Asia-Pacific which is the
fastest growing market with eLearning revenues expected to
grow at an annual rate of 20%2.
Amit Ratanpal
Founder and Managing
Director – BlinC
Zenobia Sethna
L&D Manager – Imarticus
Learning
Growth Rate:
7.9%
(2012-2016)
$51.5
Billion
(2016)
Closer home, the eLearning industry in India was valued at $3.06
billion (Rs. 18.41 trillion) in 2010-20113. Increasing Internet
penetration, low-cost existing coverage and rising demand are
expected to help develop this market in the near future. Estimates
suggest that the Indian market is likely to grow at a CAGR of
17.4% for the period 2013-183 as it transforms itself into a
knowledge economy.
THE WORLDWIDE
MARKET FOR E-
LEARNING IS
GROWING
EXPONENTIALLY
FROM $35.6
BILLION IN 2011
TO AN
ESTIMATED $51.5
BILLION IN 2016.
”
“
Global
eLearning Market
With technological barriers reducing
and priorities shifting away from
traditional classroom training, online
education or eLearning has become an
accepted training medium across the
world. There seems to be universal
agreement that the worldwide E-
Learning market will show fast and
significant growth over the next three
years.
Corporate
Training:
$ 200 Bln
a Year
The Corporate-training market, among the
most cyclical within the education industry,
is a $200 billion a year industry, of which
$56.2 billion is attributed to eLearning4.
Since 1995, the percentage of US
corporations using eLearning has grown
from 4% to 77% in 20114.
We are already seeing a drastic shift in learning delivery in the
corporate training market. While roughly 45%5 of all corporate
training is still conducted using instructor led classroom training,
we can see a drastic increase in the incorporation of eLearning in
its various forms into the corporate training calendar.
6

7. The business case for eLearning gets stronger in direct proportion
to the number of employees to be trained.
Source: Trainingmag.com
REASONS FOR GROWTH
General L&D budget constraints appear to be the main drivers of the
shift towards using eLearning. However, eLearning is not merely an
attractive proposition during an economic downturn. It is also an
efficient and cost-effective solution when employees—especially
those in organizations with a geographically dispersed workforce—
need to be brought up-to-speed quickly on relevant knowledge and
skills. When used right, eLearning can used to drive competitive
advantage, increase revenues and capitalize on new market
opportunities.
EFFICIENT AND
COST-EFFECTIVE
SOLUTION WHEN
GEOGRAPHICALLY
DISPERSED
WORKFORCE
NEEDS TO BE
BROUGHT UP TO
SPEED.
”
“
Self-paced eLearning allows learners to assimilate content at their
own speed — often 20% to 50% faster than in a classroom.
ELearning also offers the benefits of flexibility (24/7 learning) and
is less disruptive to normal operations of a company than
traditional classroom trainings that block many hours of employee’s
time at a stretch.
ELearning also ensures consistency and
repeatability in training delivered, thereby
ensuring your learning objectives for your
trainees and the resultant outcomes are more
likely to be met. According to a report released
by IBM, companies who utilize e-Learning tools
and strategies have the potential to boost
productivity by up to 50%. For every $1 that
the company spends, it's estimated that they
can receive $30 worth of productivity6.
$1 Spent on
eLearning
$30 worth of
Productivity
Finally, we have shifts in demographics which impact the way
training is delivered. The work force is now seeing the integration of
technologically savvy Generation Y or Millennials; who by 2025, will
make up 75% of the global workforce4. To cater to this target
audience (with Baby Boomers fast catching up – Boomers are the
second highest users of the Internet7), we see a rise in demand for
interactive eLearning – be it games, simulations, videos etc.
Other drivers of growth for e-learning in India include the large base
of English language speakers as well as the acute shortage of brick-
and-mortar educational institutions for higher education.
ROI Watch
7

8. ONLINE EDUCATION 2.0
Online training today has moved beyond traditional, self-paced
eLearning modules known as web based learning (WBTs) that
focused more on learner “seat time” – the time spent by the learner
to read through the WBT. Today, seat time matters very little and
instead the focus is on proficiency based learning that delivers
performance on the job. Online education today encompasses not
only the traditional WBT model, but also includes newer learning
paradigms such as Flipped Class Model. Due to changing
demographics, we see a dramatic rise in demand for video-based
learning, gamification, simulations, mobile learning, and social or
collaborative learning.
FLIPPED CLASS MODEL:
Educators increasingly look to the Flipped Class Model to deliver
learning that is effective and cost-efficient. The Flipped Class Model
essentially reverses the traditional classroom setup and redefines
seat time. Knowledge is imparted as homework while class time is
utilized for application of knowledge learnt. Learners view short
video lectures or have access to lecture content at home before they
arrive in class; while class time is used for discussions, exercises
and projects. The results, as tested on a batch of high school
students, are quite astonishing!
LEARNING NUGGETS:
One size
does not fit
all!
ELearning is not “One size fits all”–Adult
learners need to be put in the driver’s seat and
control what they learn and how they learn.
Accordingly, trainings need to have personalized
and flexible competency-based learning paths.
Shorter attention spans also mean learning is
compressed into bite-sized nuggets of shorter
duration for easier consumption.
BY 2025,
TECHNOLOGICALLY
SAVVY
GENERATION Y
WILL MAKE UP
75% OF THE
GLOBAL
WORKFORCE.
”
“
GAME BASED LEARNING:
Game-based training solutions have become popular in
organizations on both a stand-alone basis and as part of a blended
learning strategy. It is particularly useful to equip staff with
knowledge and skills related to functions such as human resources
management, marketing, customer relationship, etc.
8

9. VIDEO BASED LEARNING:
BUSINESS SIMULATIONS:
Working professionals need learning that is immediate,
relevant, and contextual. Business simulations fill this gap by
focusing more on application of knowledge. Simulations are
complex training interventions that simulate, or mock up, real
business scenarios or issues to promote strategic thinking,
decision making, and problem solving. For instance, a role-play
sales encounter with customers is the perfect training ground
for your sales executives before they pitch to real clients.
VIRTUAL LABS:
You can now virtually connect to a PC that has pre-configured
software installed, via a remote desktop connection, for product
training that requires lab time. This eliminates the need for
learners to acquire expensive software licenses or install heavy
or expensive software on their personal computers at home.
Students use a remote desktop connection to log in to virtual
lab.
4500+ Video
Lessons on
Khan Academy
With broadband availability no
longer a constraint, videos are an
excellent way to impart learning in a
more dynamic fashion. Studies have
shown that video-based learning can
be a more effective medium than text
to enhance learner satisfaction and
motivation during the learning
process6.
THERE IS ALSO
THE REALIZATION
THAT ONLINE
LEARNING DOES
NOT ALWAYS
REPLACE
TRADITIONAL
CLASSROOM
TRAINING SETUPS.
”
“
The Best of
Both
Worlds
There is no doubt that online learning
does not always replace traditional
classroom training setups. But it is an
excellent way to complement your
classroom training –this is where blended
learning comes in.
Blended learning, also called Hybrid learning, mixes emerging
technologies with classroom or instructor-led training based on
what’s most appropriate for particular content.
For example, a WBT can be used as a precursor to classroom
training for familiarization with subject matter, and also as a
refresher many months after the classroom training. A
leadership course might start with a self-paced eLearning
module on leadership basics with some instructor-led virtual
classroom sessions to discuss concepts, followed by a two-day
classroom session to practice leadership skill scenarios and get
feedback.
A MIX OF ONLINE AND CLASSROOM TRAINING
9

10. The training requirements in the Analytics sector are
particularly gruelling. Organizations must typically deal with
geographically dispersed staff and rapidly changing knowledge
requirements as new technologies and tools are getting
launched to make analytics and visualisation thereof more
simpler. The current speed of change means that employees
need to be trained constantly in order for companies to avoid
the dangers of being out-thought and out-maneuvered by
competitors.
SOURCES:
1. Docebo Report, 2014 2. Sh!ft Learning 3. Docebo report, 2014 4. Shift Learning 5. Trainingmag.com
6. eLearningindustry.com 7. Deloitte Millennial Survey, 2014 8. Choi and Johnson, 2007; Shyu, 2000
THE CURRENT
SPEED OF CHANGE
MEANS THAT
EMPLOYEES NEED
TO BE TRAINED
CONSTANTLY IN
ORDER FOR
COMPANIES TO
AVOID BEING OUT-
THOUGHT AND
OUT-MANEUVERED
BY COMPETITORS.
”
“
Online learning, particularly as a stand-alone
learning strategy, works best when the training
need is to impart knowledge on processes or
standards or to disseminate information
widely and quickly.
When
Online is
Best?
Online instructor-led trainings are gaining momentum with the
growth of Big Data and new tools and technologies getting
adapted by various organizations. Participants across the globe
are looking to pursue courses online specially over the
weekends.
In fact, in our own market research spanning global Analytics
training firms, we found that roughly 60% of all Analytics
training programs were purely online courses, followed by
another 24% of courses which were blended courses, employing
a mix of classroom and virtual training.
These short courses, of 30-40 hours in duration, are most
appropriate for business professionals looking to leverage data
to make better decisions and analyst looking to pick incremental
skills.
On the other hand, some trainings are not suited for eLearning
and will require human intervention–for example, Soft Skills
training or those requiring live demonstrations or group
interaction. It is, therefore, vital that we evaluate the training
need and the target audience before zeroing in on the medium of
training delivery. An imperative question one needs to ask is:
“Which is the correct mode of training to promote an
effective solution for a specific training requirement?”
Knowing your available options and analyzing suitable solutions
for a learning need will help in delivering cost-effective, goal-
oriented and skill-enhancing learning solutions.
10

11. Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future
Ashlee Vance
In this exciting book, Ashlee Vance explores the life of one of the most dynamic
and innovative entrepreneurs of our generation– Elon Musk, famously one of
the the co-founders of PayPal. Far be it from resting on his laurels, Musk with
his unrelenting work ethic (100 hours a week for the past 15 years!) and vision
for a cleaner and brighter future, went on to start three other companies –
Tesla, SpaceX and SolarCity – Each completely different from the last,
unexplored and in their infancy and thereby highly risky ventures. Read the
book to trace his journey from his hardships in South Africa to becoming one of
the most celebrated entrepreneurs with a net worth of $11 billion!
Predictive Analytics: The Power to Predict Who Will Click, Buy,
Lie, or Die
Eric Siegel
Everything you’re going to do – the book you’ll buy, the movie you’re going to
watch, the clothes you’ll buy - has all been predicted by companies. How? Good
question! Welcome to the powerful field of predictive analytics – where every
move you make, or are going to make – has already been predicted before even
you knew it, through advanced analytical techniques. This book is a must read
for everyone – irrespective of whether you’re an expert in the field or the
average guy next door who’s never heard of this field before.
Keeping Up with the Quants: Your Guide to Understanding and
Using Analytics
Thomas Davenport and Jinho Kim
How to utilize Big Data and its potential? This book serves as a handy primer,
going into fascinating detail about how Intel and other successful
companies—including Verizon Wireless, TD Bank Group, and Merck—help
managers and data scientists understand each other well enough to
collaborate effectively. Even if you know nothing about this topic, this book
promises to be your guide to quantitative literacy.
Data Smart: Using Data Science to Transform Information into
Insight
John W. Foreman
Data Smart talks about the all-too-familiar domain of Spreadsheets and a
detailed look at the math and the magic behind how data science runs. Data
mining, Clustering via k-means, Monte Carlo simulation and R-programming
language are just some of the interesting topics you’ll learn as you take the
journey of becoming a master in the field of Data Science.
Automate This: How Algorithms Came to Rule Our World
Christopher Steiner
The rise of machines and algorithms has meant that humans are rendered
redundant for the most part. Discussing the Flash Crash of Wall Street in 2010
is just the tip of the iceberg, as this book goes on to explore the application of
algorithms in various domains. But what happens when machines take over
and completely eliminate human judgment and instinct? For all we know, there
is a bot learning how to do your job better than you, while you’re reading this
review!
Imarticus Recommends: Good Reads
11

12. SCALED & TRAINED RESOURCES
The collaboration between
Imarticus Learning and our clients
has created a highly skilled pool of
over 2,000 job ready candidates
who have an in-depth
understanding of the product and
processes.
JUST IN TIME
Our solutions enable clients to
hire skilled resources just in
time with their business needs.
In addition, the training we
provide ensures that the
employees are productive
from day 1.
PARTNERING IN YOUR GROWTH
Our ability to comprehend their
requirements and implement appropriate
solutions means we are venturing into
niche areas such as bespoke learning
solutions where we can contribute to the
dynamic needs of our clients.
MOVING UP THE VALUE CHAIN
We are able to cater to recruitment needs
and provide our clients with highly skilled
resources for complex functions and
transitions. This scaled capability building
helps our clients to offshore functions in
India that were never considered possible
or viable before.
BENEFITS TO YOU
CORPORATE OFFERINGS
AGILE HIRING
Ready Placements at No Cost
Key clients include majority of the large Investment Banks and Financial
Services firms in relevant domains
SOURCING TO PLACEMENT
2-3 month programs targeted towards onboarding specific
trained resources in large numbers
Key clients include Deutsche Bank, eClerx, Goldman Sachs, HSBC, Polaris,
HDFC Bank among others
TEMPING
6-9 month resource staffing in Investment Banking Operations
Key clients include Goldman Sachs and Morgan Stanley
CORPORATE TRAINING
2-10 day programs targeted towards employee skill development
trained resources in large numbers
Key clients include BNP Paribas, Deutsche Bank, CLSA, Northern Trust,
HSBC
12

13. ABOUT IMARTICUS LEARNING
Imarticus Learning is formed to bridge the gap between Academia and the industry. The firm
provides a range of Corporate Solutions designed to assist firms in meeting their skillset
requirements.
Headquartered in Mumbai, Imarticus has delivery capabilities across India with dedicated
centres at Mumbai, Bangalore, Chennai, and satellite centres at Pune and Jaipur.
HIGHLIGHTS
Range of customized delivery methods
such as instructor led training, e-
learning, workshops and seminars for
optimal training effectiveness.
Training and content delivery capability, across the areas of Investment
Banking, Finance & Treasury, Capital Markets Operations, Business
Analytics, Technology and Consulting.
Preferred sourcing and corporate training delivery
partner for leading Global Banks, Consulting, KPO,
Technology and Analytics firms.
HEAD OFFICE
Imarticus Learning Pvt. Ltd.
5th floor, Raaj Chambers,
Old Nagardas Road, Andheri (E),
Mumbai - 400 069
Tel: 022-40792314 / 40792315
BANGALORE
Imarticus Learning Pvt. Ltd.
No.143, B 1st Floor,
60 feet road, 5th Block,
Koramangala Bangalore - 560 095
Tel: 080-45129914 / 45129924
Mob: +91-9008668548 /
8971729953
CHENNAI
Imarticus Learning Pvt. Ltd.
2nd floor, East West Centre,
128, Nelson Manickam Road,
Chennai – 600 029
Tel: 044-43558466 / 45642104
Mob: +91-9789879741
EMAIL: corporaterelations@imarticus.com
WEBSITE: www.imarticus.org