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Analytics Services Industry in IndiaOverviewSakshi Prakash: Social Media Analytics, Hewlett-PackardJan, 2013
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 Required2
Analytics in BusinessFirms typically apply analytics to business data, to describe, predict & improve performance What Why Where Retail Analytics Discovery & communication of meaningful Describe Store Assortment patterns in data Price & Promotion Predict Marketing Optimization Improve Web Analytics Analytics Portfolio Analysis Simultaneous Favors data applicationvisualization to of statistics, pro communicate gramming, OR & Risk Analytics insight business acumen Supply Chain Optimization3 Source
Increase in Importance of Analytics Contributing Factors Smarter Decisions Faster• Big Data Decisions • Advanced• Unstructured • Real Time Analytics Data Analytics • Text Analytics Information Smarter Explosion Decisions Flexible Technology & Systems Faster Decisions Information Explosion Go! 4 Source
Spreading WingsWith India supplying business analytics capabilities to MNCs at best performance to cost ratio,scope for a professional in this field is phenomenal Estimated offshore knowledge The popularity and maturity over time of the BPO sector led to the services in India by 2015 evolution of yet another form of global outsourcing known as KPO • $5.6 billion Total market opportunities The Indian KPO services industry is estimated to be around USD 5.7 billion currently and grew by 15-17% in the recent past • 39% Business research as - Analytics outsourcing is a segment of the growing KPO industry percentage of market Global data analytics outsourcing market stood at $500-550 million in • 23% Legal process outsourcing as 2010, of which Indian service providers delivered $375 million percentage of market - Faces stiff competition from Philippines, Russia, China, Poland and Hungary • 21% Data analytics services as percentage of market By 2015, the data analytics market in the country is expected to reach • 17% Others (Social media research, $1.15 billion, to constitute 21 per cent of the overall Indian knowledge marketing & sales support process outsourcing (KPO) market opportunities of $5.6 billion5 Source1 Source2 Source3
Service Providers Landscape in India Landscape is split between pure-play analytics vendors, KPO/BPO services providers & global companies who source analytics services from their captive centers in India •Mu Sigma Acquisitions by Indian companies in analytics •AbsolutData Pure Play space •Fractal Analytics Vendors •ZS Associates Service Providers Landscape• IBM •TCS• HP BPO/KPO Captive •Genpact• ICICI Services Centers Providers •Wipro• HDFC •Accenture• Wal-Mart Labs •eClerx• Vodafone 6 Source
Service Providers Landscape in India (cont.) Top 10 Analytics Global Top 10 •Third party vendors form the bulk of employment in analytics from Indian Employers in India Employers in Analytics context Genpact IBM •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 TCS Accenture still shy away from offshoring high end vocations like analytics to India Top Cities by Analytics Top Cities by Analytics Startups IBM Microsoft Professionals Bangalore 31% CTS Google NCR 29% NCR 26% HP Oracle Bangalore 26% Mumbai 18% Accenture Bank of America Mumbai 21% Pune 8% Infosys HP Hyderabad 7% Hyderabad 8% HSBC Citi Chennai 7% Chennai 6% Wipro SAP Pune 7% Kolkata 3% Dell Wells Fargo Kolkata 4%7 Source
Analytics Services Mix & Skill Set Required Insight Generation/Recommending actionable insights is a critical element where management students can add value Communication/Presentation Skill Set Required Newsletters Right Attitude & Eagerness to Learn Visualization/Report Writing Dashboards Infographics Strong Oral & Written Communication Insight Generation Logical/Analytical ThinkingHigh-end Model/Solution Building Business Acumen: Retail, FMCG, IT etc. Domain Understanding: Marketing, Business Finance, Supply Chain, HR etc. Running Models, Data Analysis Research Statistics, Operations Research Data Data Reporting Technical – VBA, SAS, R, SQL 8Low-end Extraction Preparation
BackWhat is Big Data?Big data spans three dimensions: Volume, Velocity, Variety 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 interest12 •Exploit the 80% data growth in images, video and documents to improve customer satisfaction
BackWhat is Unstructured Data?80% of all potentially usable business information originates in unstructured form 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 data13