Study of Data Analytics Market
Sec B-Group 9
HARIHARAN A
KARTHIKEYAN M S
MANOJRAJAN K S
MOSES RAJA RATNAM G
RAM MOHAN T
RAMESH KRISHNAN U
S GIRIDHARAN
SARAVAN PRABU P
Enterprise Systems & IT Strategy
Analytics: The Science of Analysis
• Predictive
models
• Behavioural
models
• Optimization
• Pricing
Operations
Marketing
Sales
Finance
Data Analysis Process
DATA from various sources
1. Frame the
problem
6.
Recommend 2. Gather
course of raw data ETL Tools
action (Extraction,
Transformation, Load)
3. Analyze
5. data and Data
Production gaps Analytics
4. Consolidate
data
Efficiency, Cost Reduction,
Competitive Advantage
• Prescribes an action, so the business decision-maker can take this information and act Prescriptive
• Recommends the best course of action for any pre-specified outcome since a prescriptive Analytics
model is able to predict the possible consequences based on different choice of action
• Utilizes a variety of statistical, modeling, data mining, and machine learning techniques to Predictive
study recent and historical data Analytics
• Forecasts what might happen in the future, because all predictive analytics are
probabilistic in nature
Diagnostic
• A conclusion reached by the distinctive characterization of the given data Analytics
Descriptive
• Simplest class of analytics which summarizes what happened Analytics
• More than 80% of business analytics, most notably social analytics are descriptive
Analytics-Types
Past Vs Future
Past Future
Why did it happen? What is likely to happen?
Types of
Analytics
What is happening? What should I do about it?
Analytic excellence leads to better decisions
Types of Analytics Adoption
ASPIRATIONAL EXPERIENCED TRANSFORMED
Motive •Use analytics to justify actions •Use analytics to guide actions • Use analytics to prescribe actions
• All Aspirational and Experienced functions
•All Aspirational functions •Risk management
Functional •Financial management and budgeting •Strategy/business development •Customer experience
•Operations and production
proficiency •Customer service •Work force planning/allocation
•Sales and marketing •Product research/development •General management
•Brand and market management
• Competitive differentiation through
• Competitive differentiation through • Competitive differentiation through
Business innovation innovation innovation
•Revenue growth (primary)
challenges •Cost efficiency (primary) •Revenue growth (primary) • Profitability acquiring/retaining
•Revenue growth (secondary) •Cost efficiency (secondary)
customers (targeted focus)
• Lack of understanding how to leverage • Lack of understanding how to leverage • Lack of understanding how to leverage
analytics for business value analytics for business value analytics for business value
Key
•Executive sponsorship •Skills within line of business • Management bandwidth due to
obstacles • Culture does not encourage sharing • Ownership of data is unclear or competing priorities
information governance is ineffective •Accessibility of the data
• Moderate ability to capture, aggregate • Strong ability to capture, aggregate and
Data • Limited ability to capture, aggregate, and analyze data analyze data
management analyze or share information and insights • Limited ability to share information and • Effective at sharing information and
insights insights
• Some use of rigorous approaches to • Most use rigorous approaches to make
• Rarely use rigorous approaches to
Analytics make decisions make decisions decisions
• Growing use of insights to guide future • Almost all use insights to guide future
in action • Limited use of insights to guide future strategies, but still limited use of insights strategies, and most use insights to
strategies or day-to-day operations to guide day-to-day operations guide day-to-day operations
Advantages
Drivers Barriers
Increased products and services by Lack of Big Data applications
mega-IT-vendors and pure-play Big designed for specific
Data vendors in the market businesses
Evolution of cloud based Big Data Concerns over Data Security
services for large scale analytics and Privacy
and application development Lack of best practices of
Big Data technologies continued to
integrating Big Data Analytics
into existing business processes
mature (development of YARN) Volatile market with a sea of
complex and unproven
technologies
Analytics 3.0
Not only online firms, but virtually any type of firm in any industry, can participate in the
data-driven economy. Also, it will have increased emphasis on Prescriptive Analytics
Powerful data-gathering and analytics to a company’s operations & its offerings — to
embed data smartness into the products and services
Multiple data types: Combining large and small volumes of data, internal and
external sources, and structured and unstructured formats to yield new insights
A new set of integration options: database appliances, Hadoop clusters, SQL-to-
Hadoop environments
Technologies and methods are much faster
Integrated and embedded: built into consumer-oriented products and features
Analytics services mix and skills required
Insight generation/ recommending actionable insights is a critical element
where management students can add value
Skill Set Required
High
end
Communication/Presentation Right Attitude & Eagerness to learn
Visualization/Report Writing Strong oral & written skills
Insight Generation Logical/Analytical thinking
Business Acumen: Retail, FMCG, IT
Model/Solution Building etc.
Domain Understanding: Marketing,
Running Models, Data Business HR, Finance, Supply chain etc.
Analysis Research
Statistics, Operation research
Data Data
Reporting
Low Extraction Preparation Technical: VBA, SPSS, R, SAS, SQL
end
Challenges
Skills availability - Shortage of people with the skills to harness the data through new
tools & different ways, analyze it and publish the results or conclusions
Solution cost - To ensure a positive ROI, it is crucial to reduce the cost of the solutions
used to find the value through experimentation and discovery to determine the and the
insights
Operationalizing Analytics - The biggest challenge will be to build a Data driven culture
that will become a mandatory requirement for any business
Agility - The advanced and valid results of Data Analytics not easily communicated to
the business users for whom they would provide the greatest value
Strategic alignment, Commitment and Information Maturity
Data Analytics Market
Data Analytics Market
2013 Market Share of Vendors 2012-2013 Growth % of Vendors
2012-13 Growth %
21% 15.90%
31% SAP
Oracle 12.50%
IBM
SAS Institute
Microsoft
14%
Others 6.00%
5.30% 4.90%
10%
2.10%
13%
12%
SAP Oracle IBM SAS Institute Microsoft Others
2013 Market Share % of sub-segments 2012-2013 Growth % of sub-segments
2012-2013 Growth (%)
8% 12.50%
14% 8.80%
5.80% 5.10%
Analytics application and
19% performance management
BI Platforms
CPM Suites
Advanced Analytics
60%
Analytics Software and Service Vendors
Software
NexGen Data
Hadoop NoSQL Analytics & BI Applications Tools
warehouse
Hortonworks DataStax HP Vertica Digital Reasoning Google Informatica
Cloudera Sqrrl EMC Greenplum Revolution Tresata Talend
analytics
MapR Couchbase Teradata Aster Jaspersoft Opera Solutions ZettaSet
Hadapt Basho IBM Netezza Datameer SAP Syncsoft
EMC 10gen SAP Pentaho DataXu VMWare
Greenplum
Services
Cloud Services Technical Services Professional Services
Amazon Hortonworks Deloitte
Google Cloudera IBM
MapR Cloudwick EMC
IBM EMC Accenture
Microsoft IBM
Service providers Landscape
India TOP 10 Global TOP 10
•MuSigma
Genpact IBM
•Fractal Analytics
•ZS Associates TCS Accenture
IBM Microsoft
CTS Google
Service providers HP Oracle
landscape
Accenture Bank of
America
Infosys HP
HSBC Citi
IBM TCS Wipro SAP
HP Genpact
Dell Wells Fargo
Walmart Labs Wipro
Accenture
Emerging Technologies
Technology Maturity Used by big names? Top Analytics service
Level providers
Column-oriented
databases/Columnar High Yes, Amazon, Teradata 1010Data,InfiniDB, IBM,
Infobright
database
Schema-less
databases (noSQL
High Yes, Amazon,Google,Salesforce Pentaho
databases like
MongoDB and HBase)
Hadoop Medium Yes, Ebay, Google , Amazon IBM,Teradata
PIG Medium Yes, Microsoft, Teradata Mortar,IBM
MapReduce (on top
of Hadoop) Low Yes, Facebook AsterData
Hive Low Yes, Facebook and Netflix MapR
No other analytics
WibiData Low No service providers use
WibiData
Platfora Low Yes, Citibank, Disney, American Platfora
Express
No. But used by small organizations
SkyTree Low like US Golf Association, SETI SkyTree
Institute etc.
Analytics – A Performance View
Emerging Applications of Data Analytics
• McLaren’s Formula One racing team identifies issues with its racing cars
using predictive analytics and takes corrective actions pro-actively
• 130 sensors + engine sensors, video and GPS helps to work out the best
Data
line to take through each bend
Analytics • GBs of data every week which is analyzed in real time to make decisions
in Sports
• Helps in traffic smoothing, energy-optimizing analysis and driver’s
direction determination, cut costs and enables the governing body to more
easily detect banned devices
• US presidential elections used Data Analytics to persuade voters during
presidential debates
Data • Using Real-Time reports, the campaign quickly saw which debate-related
Analytics organic search terms brought the most viewers to the campaign website to
in Politics design and place search ads on these terms on Google to direct users to
facts about the President’s position on key issues.
Data Analytics
To identify
in Politics
Booth level investment
Historic
info by State required in
voting + =
election terms of time,
pattern
commission effort and
money
For Instance,
Analyse Conventional = To determine
+ Partners
Surnames Knowledge the potential
Role of Analytics partner:
• Create real-time summary reports and send it to
higher leadership for quick insight
• Spot trends to react faster than its arch rival, the
Indian National Congress
• Designing a large-scale yet agile social strategy for
BJP
Sources of data
Other Players who competed for the contract:
IBM, Salesforce and Adobe
What US President, Obama did in 2012 elections, BJP
did the same in 2014 elections in India- but on a
smaller scale
Data Analytics in Politics
How did they do ? The moment you visit a BJP website, a Tracking your browsing pattern even
Enters http://www.bjp.org/ cookie gets planted on your computer after you have shut down the website
Builds demographic profile as
Contextual ad on Naukri.com as per your browsing pattern
below when u search for jobs
When Clicked
Mission 272+
On the basis of
your digital
profile stored
on the BJP
servers, they
will send
personalized
SMS, Emails
THANK YOU
