Gives an overview of the Analytics Industry in India - structure, growth, players, services mix etc.

1. 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
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3. Analytics in Business
Firms 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 application
visualization to of statistics, pro
communicate gramming, OR &
Risk Analytics
insight business
acumen Supply Chain
Optimization
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Source

4. 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!
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Source

5. Spreading Wings
With 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 billion
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Source1 Source2 Source3

6. 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
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Source

7. 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%
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Source

8. 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 Thinking
High-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
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Low-end Extraction Preparation

9. Open Session!
Questions? Comments?

10. Thank you

11. Appendix

12. Back
What 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 interest
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•Exploit the 80% data growth in images, video and documents to improve customer satisfaction

13. Back
What 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 data
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