The global market for business analytics software has grown impressively in the last two years, fueled by pervasive hype about “big data” as well as new technological innovations. In India, despite persisting economic uncertainties and slowing growth in IT sector, analyst predicts that analytics will remain in demand.

To better understand the job potential in analytics area, Analytics India Magazine took up this study to appreciate the jobs created from the Indian analytics practice.

Job Posting Trend

The average monthly growth rate in job postings for analytics in India stands at 11% for last 1 year. This is pretty exciting given that the job growth in other areas is cited to be slowing down.

After growing continuously in the second half of 2011, the job postings in analytics decreased slightly in the first quarter of 2012. New job openings picked up with full rigor in the month of May 2012 and June 2012. Months of January, May and June 2012 accounted for the most number of new job postings, each accounting for 13% of all jobs posted throughout the year.

The growth rate in jobs posting was highest in the month of May 2012, accounting for 55% growth month on month.

Designation

‘Manager’ is the most demanded designation in this survey, indicating a severe dearth of middle level talent in analytics space. 38% of all job openings in analytics were for the post of ‘Manager’, followed by 26% for ‘Analyst’ and 11% for ‘Consultant’.

Top layer talent, including ‘Director’ and ‘VP’ accounted for 12% of all job openings.

Bangalore was the largest location for all designation levels in terms of number of job postings for each. Similarly, Banking was the largest industry in terms of number of openings in analytics across all designation levels, except for Director, where CPG industry was having the most job openings in the role of Market Research.

For Manager post, Risk Analytics was the largest role offered and the rest of the designations were being offered for Financial Analytics as the biggest role.

Role

‘Financial Analytics’ is the most demanded role in India (19%), followed by 14% for ‘Risk Analytics’ and 6% for ‘Marketing Analytics’. NCR takes the top slot for Risk Analytics, Consulting, Healthcare Analytics, Supply Chain Analytics, Telecom and HR Analytics. Mumbai posts the most jobs for Insurance Analytics. Rest of the roles goes to Bangalore as the largest location for number of job postings.

Modelling roles require a relatively lower experience level; the average work experience requested was 5 years with largest designation being Analyst. Highest experience level was for Healthcare Analytics for the post of Manager.

Industry

Banking industry commands an overwhelming 50% of all job postings in analytics, despite a slated slowdown in this industry. Banking was the first adopter of analytics capabilities and has fairly matured in its usage of analytics proficiencies. Thus, currently analytics is not just a strategic ‘good-to-have’ competency in this industry but a requisite skill for efficient execution.

Most of the jobs for Telecom came from Mumbai and in Healthcare industry the largest designation posted was that of Director with average 11 years of work experience.

Location

35% of all job openings in analytics came from Bangalore. Individually, Gurgaon posted 21% of jobs and Delhi contributed 16%. NCR contributed 39% of all job postings.

Hyderabad and Pune posted for mostly Market Research roles while Chennai posted for mostly Modelling roles and Insurance industry.

For Infographics on this study, check this link.

Photography by Meghna Bharadwaj

With the emergence of Analytics in its full force, the analytics providers in India are on a rise. By our estimate, there are upwards of 500 analytics (or services that heavily depend on analytics) in India currently. And the number is increasing at a significant pace.

In this study, we have tried to capture where exactly the action lies. We studied these new age service providers and identified some key patterns which is the focus of this report.

Please note that this study has not included captive analytics units, i.e. analytics teams setup by organizations for internal purposes.  The numbers and graphs are indicative in nature and the company’s logos are just a small sample of a much bigger population.

Most of these companies have been IT service providers who have adopted analytics as one of their offerings. These include big IT vendors like Infosys, wipro and TCS. Yet, we have seen a significant rise in boutique analytics firms offering pure play analytics services.

• 30% of all analytics providers are based out of Bangalore, followed by Mumbai (16%) and Delhi (14%).
• 50% of all analytics providers falls into the industry of IT/ ITES providers, followed by Consulting, Market Research and Media/ Advertising (~10% each).
• 71% analytics providers have less than 50 employee strength, of which 27% has less than 10 employees.
• Average employee strength of analytics providers in India is 76 employees.
• Mumbai has the highest average employee strength of 106 employees among analytics providers.

Download the complete report below.

Colleges and universities have always been instrumental in bringing about change within our society and attract the future leaders of the world. We are identified by our alma mater and the school we studied is the most important information on our resume.

In this study, we tried to rank universities in India in terms of their influence on analytics practice today. We used three measure to rank the universities – number of graduates from the university in analytics practice today, seniority level of these professionals and the company profile they work in.

On assigning the numbers to the universities/ institutes, we then standardized the score on a scale of 0 to 100, to come up with a ranking of top 10 universities in India for analytics practice. Here’s the ranking:

 Some key insights that this study offered are-

• These 10 institutes/ universities account for 21% of all analytics professionals in India.
• Delhi University scores the highest for number of analytics professionals – 4.1% of all analytics professional in India are from Delhi University.
• Average work experience for analytics professional from these universities is 7.2 years.
• IIM Bangalore tops the ranking on account of being highest in seniority level and company score.
• Top 10 analytics employers from these universities are TCS, IBM, Accenture, Genpact, Cognizant, HP, Infosys, Deloitte, Dell and Oracle.
• Average company size these graduates work in is 7,267 employees.
• 6% analytics professionals from these universities are currently holding a designation of VP, 5% Director, 3% are founders/ owners and 2% are at CXO level.
• 24% of these professionals are based out of Bangalore, 23% in Mumbai and 15% in New Delhi. Pune, Hyderabad and Gurgaon each has 7% of these professionals.
• Industry mix of these professionals is:

We are frequently asked by our readers to comment on the salary of analytics professionals in India. Whether you are looking for work in analytics or currently employed, being paid what you are worth can make a real difference.

We conducted a study of salaries of analytics professionals working in India. This independent study was done on 4000+ analytics positions based throughout the country. The findings of this study are presented below in terms of mean salaries across cities and functions.

All the salary figures mentioned in this study are in Indian Rupees.

Overall

• The mean salary of Analytics Professionals, across all functions, experience levels and locations, is INR 11 Lakhs per annum.
• This is higher than average IT salary in India by 18%.
• Of these, 21% Analytics Professionals command higher than 15 lakhs salary. Whereas, 13% of IT professionals in India have 15+ lakhs salary.
• 29% Analytics Professionals have less than 6 lakhs of annual salary. This number stands at 35% for IT professionals.

City Wise Breakup

• Gurgaon offers the highest salary to Analytics Professionals, at 12 Lakhs per annum.
• Bangalore, with most number of analytics professionals in a city, offers 11.8 lakhs.
• Mumbai, with its highest cost of living, offers 11.6 Lakhs on average to analytics professionals.
• Chennai and Hyderabad offers 10.7 and 9.9 Lakhs respectively.
• Gurgaon also has the highest number of analytics professionals commanding above 15 Lakhs – 26% of all analytics professionals in Gurgaon.

Education Level

• Analytics Professionals with just graduate degree command an average salary of 10.6 Lakhs.
• On the other hand, those with postgraduate degrees command a mean salary of 11.4 Lakhs.
• 22% postgraduates command a salary of 15+ lakhs in analytics, whereas 20% graduates command the same.
• More only graduates have salaries less than 6 lakhs than post graduates, 33% vs 27%.

Functional Area

• Analytics Professionals working in Financial Services command higher salaries than other functional areas – 11.4 Lakhs per Annum.
• Those working in IT/ITES area have average salaries of 10.5 lakhs and Marketing/ Media/ Retail it is 11.1 lakhs per annum.

Graduates from premier institutes like IIT’s and IIM’s should contribute heavily to an upcoming professional area like analytics. We took up an online study to access the level of involvement of IIT/ IIM graduates towards analytics worldwide.

IIT’s and IIM’s together contribute 1.6% of the total analytics workforce of the world. Compare this with top 5 universities with analytics professionals –

1. University of California, Berkeley    - 0.7%
2. University of Mumbai                         – 0.6%
3. New York University                           – 0.6%
4. Stanford University                             – 0.6%
5. Penn State University                         – 0.5%

IIT/ IIM graduates form 0.7% of total analytics workforce in USA. This number for India stands at a whooping 11%.

Percentage breakup of total analytics professional for individual institutes is:

1. IIT Bombay – 12.7%
2. IIT Delhi – 11.4%
3. IIM Calcutta – 11.2%
4. IIT Kharagpur – 11.0%
5. IIM Bangalore – 10.2%
6. IIT Madras – 9.7%
7. IIM Ahmedabad – 8.5%
8. IIT Kanpur – 8.1%
9. IIM Lucknow – 5.7%
10. IIT Roorkee – 4.9%
11. IIM Kozhikode – 2.7%
12. IIM Indore – 2.7%
13. IIT Guwahati – 1.2%
    Total – 100%

Top 10 recruiters of analytics professionals from IIT/ IIM are IBM, CTS, Accenture, GENPACT, Infosys, Deloitte, American Express, TCS, ZS Associates and Citi.

The average number of work experience for all analytics professionals from IIT/ IIM is 8.7 years. Compare this average work experience of analytics professionals in India, which is 6.4 years. This indicates that more number of IIT/ IIM graduates were able to transition to analytics at later stage of their career.

34% of analytics professionals from IIT/ IIM have a total work experience of more than 10 years. This number for all analytics professionals in India is 16.1%, again indicating that more number of IIT/ IIM graduates work in analytics at later stages of their career.

Another interesting fact that came out of this study is that 36% of all CXO level analytics positions in the country is filled by IIT/ IIM graduates, yet only 26% of all entrepreneurial activities in analytics is done by IIT/ IIM graduates.
Top Cities where analytics professionals from IIT/ IIM reside are:

1. Bengaluru                  – 17.7%
2. Mumbai                      – 12.4%
3. New Delhi                  – 8.1%
4. San Francisco           – 6.8%
5. Gurgaon                     – 6.7%
6. New York City           – 5.6%
7. Hyderabad                 – 3.7%
8. Chennai                      - 3.1%

Multinational corporations leverage the offshore advantage of countries like India by setting up Captive Centers in these countries and pooling in resources to work for them. We looked into 15 big international firms with captive presence in India. Below is a snapshot of how analytics spans out across worldwide and India.

Ps: this analysis is a rough estimate and does not include outsourced contracts to third parties.

Overall, these 15 firms have 3% of their total workforce dedicated to analytics. Dot coms like Amazon (6%) and Google (9%) have a higher quota devoted to analytics functions. On the other hand, banking firms have lesser percentage of their workforce into analytics. This goes against conventional knowledge given financial services were the first adopters of analytics. Yet, this number should be looked against the massive headcount that typical financial firms employ.

These 15 firms employ 18% of their worldwide workforce in India. IT service providers top the chart – Accenture at 31% and IBM at 26%. IT product companies employ much lower percentage – Google at 9%, SAS at 4% and Microsoft at 8%. Financial firms with no local presence also employ lesser percentage employees in India – Citi at 4%, Bank of America 8% and Fidelity at 12%. HSBC having robust India operations employ 21% of their worldwide workforce in India.

On an average, these 15 firms employ 13% of their worldwide analytics workforce in India. This is lower than 18% of worldwide employee strength, which is based out of India. Thus there is an upside of 5% in analytics strength in India for these firms.

Firms that top the chart with highest number of analytics professional in India are HSBC (31%), HP (30%), Dell and Accenture (each 22%). Firms with greatest downside parity (i.e. % of Analytics Professional in India is less than % of Total Workforce in India) are Accenture (22% vs 31%), Oracle (13% vs 22%), IBM (12% vs 26%) and Amazon (12% vs 16%).  Almost half, i.e. 8 of these 15 firms have downside parity in analytics professionals in India.

Average work experience of Analytics Professionals in India employed by these 15 firms is 7.5 years.

Google Trends have been around for quite sometime. For non-starters, Google Trends is a public web facility of Google Inc., based on Google Search that shows how often a particular search-term is entered relative to the total search-volume across various regions of the world, and in various languages. One can access Google Trends at the following link-

www.google.co.in/trends

We thought of analyzing google trends for Analytics in India. Below graph is the result, from 2004 to 2012: -

We had some very interesting finds. The search activity for the term ‘Analytics’ in India was at its peak at around end 2009 – Beg 2010, post which the activity started to cool off. We don’t see any apparent reasons for this. Essentially, the activity around analytics in India is still strong and infact heating up. It would not be apt to correlate the real market activity with search activity.

Gurgaon tops among the major cities in India, which originated search activities on analytics. It was followed by Noida, Bangalore and Hyderabad. This again is contrary to the real market activity. From our research, Bangalore tops the Indian cities with most activity on Analytics, followed by Gurgaon and Mumbai.

Even with relative dip in search activity from India, it remains substantially higher than in US. The average normalized (0-100) search rating from India is 61 vs 32 for US.

We then thought of looking for analytics in India on the newly launched Correlate from Google. Google Correlate (http://www.google.com/trends/correlate) enables you to find queries with a similar pattern to a target data series. In other words: it does what Google Trends does, but in reverse.

The top ten keywords with search activity similar to ‘Analytics’ in India (along with their correlation with “Analytics”) are :-

• 0.9863                        google analytics
• 0.9845                        ubuntu
• 0.9815                        xampp
• 0.9808                        centos
• 0.9788                        wamp
• 0.9783                        video tutorial
• 0.9759                        all in
• 0.9749                        management studio
• 0.9745                        vhd
• 0.9732                        ssis

For most of the terms here, the correlation with ‘Analytics’ doesn’t make much of a sense. May be a result of spurious, coincidental correlation in search activity.

Analytics being hot field right now in India, there is obviously a fair amount of job switching among the talent pool. Companies that were the early adopters of analytics as a service offering, end up being the analytics talent providers to the industry as a whole.

In this independent study, we tried to access the top 10 firms that provided analytics talent pool to Indian industry and also see some numbers around it. The 10 firms by our estimate are TCS, Infosys, GENPACT, IBM, Wipro, Cognizant, Accenture, Hewlett-Packard, Oracle and ICICI Bank. These 10 firms provided 19% of analytics talent pool in India today. In other words, 19% of analytics professionals in India today have worked for these 10 firms in the past.

The most interesting fact here is that the analytics professional that moved out of these firms are almost twice the number of analytics professionals they house today. On a rough calculation, these numbers point out at an industry attrition rate of around 15%, assuming mature analytics offerings since past 10 years.

We also tried to capture background of analytics professionals in India. Almost 45% of Analytics hiring in India is fresher’s hiring, i.e. recruit professionals straight out of college and train them on analytics and related services. 23%, and this is the interesting part, analytics professionals in India moved to analytics from other services. These are the internal transfers in the bigger firms, i.e. professionals that earlier were working in other related areas and moved sideways to analytics.

19% of analytics professionals moved to their current firm from the 10 firms listed above. The rest 13% are from other firms apart from the one’s listed above.

Every year we take up this independent study to recognize the concentration of analytics professionals and employers across various cities in India as well as infer emerging trends in this area. Please note that the below numbers are estimates from independent study done by Analytics India Magazine and do not take up any data from other similar studies.

Read last year’s study here.

India accounts for just 9% of analytics professionals worldwide. This signals a huge potential for growth in analytics through outsourcing, though traditional models of delivery might not work in case of analytics. Despite this number, the analytics industry in India had a tremendous growth in last year. By our estimate, the number of analytics professionals increased by 50% over last year.

NCR still contributes the highest number of analytics professionals in India at 29%. It is followed by Bangalore at 25% and Mumbai at 20%. Comparing it with 2012 numbers, the contribution of NCR fell from 31% in 2012 to 29% in 2013. Similarly, Bangalore’s contribution fell marginally from 26% to 25%. Mumbai gained from 18% to 20%.

The top ten analytics employers (in terms of employee numbers in analytics) are TCS, Genpact, IBM, Cognizant, Accenture, Infosys, HP, Wipro, Deloitte, Mu Sigma and WNS. Comparing this with the last year’s top 10 list, HSBC and Dell have been replaced by Mu Sigma and WNS.

In terms of industries/ functions, almost half of analytics professionals in India work in the area of IT/ITES, followed by BFSI at 16%, Marketing (15%) and Consulting (9%).

The average years of work experience of analytics professionals in India is 6.4 years. 30% of analytics professionals in India have 6 to 10 years of work experience. Also, this year the industry added almost 23,000 fresher in the analytics workforce (people with 0-2 years of work experience). 15% of analytics professionals are in leadership position (VP/Director/ CXO).

42% of analytics professionals in India work for organizations with employee strength of more than 10,000. On the other extreme, 12% work for organizations with less than 50 employee strength.

Only 6% of organizations worldwide that provide analytics and related services have operations in India. Interestingly, the number of analytics organizations in India almost doubled in last one year. 87% of these organizations have employee strength of less than 200, of which 25% have less than 10 employees. These numbers last year were 92% and 27% respectively.

30% of all analytics organizations in India are based out of Bangalore, followed by NCR (21%) and Mumbai (18%). Comparing it with 2012 numbers, the NCR numbers fell from 26% in 2012 to 21% in 2013. Hyderabad gained the most from 8% to 11%.

While most people crib about having to study mathematics, here is an ironic truth – Math means Business and is in demand, we analyzed the trends in Analytics and here is our view. We have seen a jump in hiring activities in this domain ,in addition to large analytics companies we see many start ups coming up in India of late ,this shows the increasing demand for Analytics and professionals practicing it .

Analytics refers to the skills, technologies applications and practices which are used to investigate the past performance of a business to gain an insight and drive business planning

Off late in Recruise we have seen companies concentrating more on captive units in analytics space rather than outsourcing.

Business Analytics plays an important role in the present scenario for an organization inorder to enhance the performance and to strive for its best.

Types of Analytics

1. Descriptive Analytics
2. Predictive analytics
3. Prescriptive analytics

Analytics practices

Analytics is being practiced in varied domains here is the below list of the basic domains

• Retail sales analytics
• Financial services analytics
• Risk & Credit analytics
• Talent analytics
• Marketing analytics
• Fraud analytics
• Pricing analytics
• Supply Chain analytics

Tools used

Business analytics is a fast growing field and there are many tools available in the market to serve the needs of organizations. The range of tools starts from relatively simple statistical tools in spreadsheet to statistical software packages to sophisticated business intelligence suites. The most popular tools used are.

• SAS
• SPSS
• Minitab
• Statistica
• Matlab

Besides all the above tools some organizations develop in-house tools designed  for  specific purposes

Talent pool

We certainly have a good talent pool of analytics professionals scattered across India. Below is the head
count City and Company wise.

Institutes &Academics of Analytics Professionals

While a B.sc /M.sc/Phds in Statistics is a basic qualification for a job in Analytics we see companies hiring from Engineering colleges right from IIT,RECs to even to any basic college in India. B-schools in our  country do offer some specialized courses in Analytics and this for Managerial candidates. We even have training institutes like NIIT, Aptech institutes offering training into Tools used for Analytics. We could learn SAS,SPSS like tools in 3-6 months and the course fee is anywhere between 10-15 thousand rupees.

Current Hiring Scenario

Mu-Sigma, Genpact , HSBC , TCS , HP ,Cognizant & IBM are big names in the Analytics space and they are definitely looking to get bigger as we see a rise in hiring activities in most of these companies, Below is the analysis of the hiring activity across varied location and industries

Challenges in Recruiting Analytics Professionals

Any role in a company would definitely have some challenges in hiring, Analytics is no different. Although we have a good supply of candidates, we face at least one of the following challenges every time we work on any analytics requirement

• Communication Skills – although the role demands excellent number crunching skills communication plays a decent part in the delivery process
•  Compensation – Analytics is a practice in demand and the professionals are paid good, there have been instances where our clients had to extend their budgets to get a professional on board
• Other offers – All big & small analytics players are hiring, we speak to a dozen professionals everyday and on an average 2 in every 5 candidates are at least in talks with other companies for jobs.
• Notice period – this factor affects most of the above challenges as normally candidates would have to serve 3 months notice from the date of resignation. More time = many interviews = multiple offers and this is a nightmare for recruiters like us as we invest a lot of time on candidates
• Retention – we have seen companies retaining candidates given them decent hikes on par with the offers, we have lost at least 2-3 candidates in the past due to this. This is mainly in the mid-level and senior management roles.

We must have come across Actuarial term often lately and wondered what’s it all about

What is Actuarial?

Actuaries Make Financial Sense of the Future 

“An actuary is a business professional who deals with the financial impact of risk and uncertainty. Actuaries provide expert assessments of financial security systems, with a focus on their complexity, their mathematics, and their mechanisms”

Wondered how your insurance policies are framed, the timeliness, the maturity period, the amount, the risk factors, ULIPs -  all these background brain picking is done by the Actuarial analysts.

And yeah they are much in demand and they are highly paid (hope the Analysts agree with us J )

Professional Actuaries find work opportunities in following sectors:

• Life insurance
• General insurance
• Health insurance
• Reinsurance Companies
• Pension funds
• Consultants
• Investments
• Government
• Academics
• Risk Management

Examination:

The study course is divided into four stages:

• Core Technical Stage : consists of 8 subjects each with one paper of 100 marks ( CT1 to CT8) and all are compulsory
• Core Application Stage :consists of 2 compulsory subjects ( CA 1 to CA3) , CA1 consists of two papers 9 CA 1 and CA 1 2) whereas CA2 and CA3 shall have one paper each
• Specialist Technical Stage :consists of 6 papers ( ST1 to ST6) and the students would required to choose any two
• Specialist Application Stage: consist of 6 papers (SA1 to SA6) and the student has to clear anyone.

Remuneration: Actuarial professionals get an initial salary in the range of 5-10 lacs INR per year along with various other benefits. This would increase/Improve based on the candidate’s experience, number of papers cleared and some other factors based on the organization

Recruise Study:-

BFSI sector is definitely booming across the world, so is the demand for Actuarial professionals. They are smart  good with numbers and hence can add value to the organizations .We gathered information on the availability of these professionals and came up with the below findings.

Location wise

Most of the Actuarial talent in India is found in the North Indian Region.  Delhi has a good number of professionals into Actuarial Sciences followed by Mumbai & Bangalore

Given Below is an Experience wise split up of Actuarial professionals in India.

Company wise Analysis

From the below figure, Aon has a good number of resources into Actuarial Sciences, followed by Mercer & WNS. The Resources are spread across India.

Compensation Benchmark

We have the compensation data analyzed from tier -1 & tier – 2 companies, professionals who have cleared 2 or more papers are paid high compared to those who have cleared 1-2 papers. We spoke to some candidates and when asked their compensation expectation from a prospective employer, they quoted 35-40% hike on their CTC. The appraisal season is mostly during the March/April period and the candidates are given a 10-15% hike based on their performance.

†Names of companies withheld due to confidentiality reasons

Institutions offering Actuarial courses in India

The degrees are Bsc/Msc or MBA.  Candidates usually take up a Bsc/Msc and then become a member of the Institute of Actuaries of India.

Analytics is a strange mix of art and science. It is used to analyse large amounts of data by applying statistical tools and techniques in order to generate business insights. Analytics has traditionally been used in industries like financial services, retail, healthcare and telecom. Lately however, it is finding uses in various new fields as well. Sports, social media, e-commerce, gaming and even HR are a few examples of recent adopters of analytics.

The 2013 Analytics Placement and Salary Report by Jigsaw Academy and Analytics India Mag (AIM) is for both aspiring analytics professionals and employers alike. Consider it your personal handbook or resource to help you navigate today’s hiring environment, determine remuneration levels and plan budgets.

We give you a portrait of the industry this past year, while also giving some predictions about the future. We have benchmarked salaries sector wise, allowing employers to compare their remuneration standards to industry standards. Employees and wannabe analytics professionals on the other hand can use this guide to validate their earnings or remuneration packages offered.

This guide is divided into 3 parts.
The first part gives a portrait of the past year and predictions from our panel of experts about what is to come.

In the second part, we focus on analytics recruitment. We spoke to a number of people who have gone through the analytics recruitment process (some as recruiters and others as aspiring recruitees). Based on their invaluable experience, we have identified tips and best practices for those who are looking to hire and those who are looking to get hired in analytics.
In the final part of the report, we present the results of the salary survey that was conducted across India. We hope you find this guide useful. If you have any questions on the current hiring landscape in the analytics industry, you can reach out to our team at +91-92435-22277 or info@jigsawacademy.com.

You can visit us at www.jigsawacademy.com and www.analyticsindiamag.com.

In this section, we have compiled detailed information on the salaries in analytics – at different experience levels as well as across different kinds of analytics organizations.

The first split is across the various experience levels. We have divided the population of analytics professionals into 4 different levels based on years of experience within the analytics industry.

Entry Level – 0 to 2 years
 Mid Level – 2 to 5 years
 Senior manager level – 5 to 10 years Director level - > 10 years

The second split is by the type of analytics organization. We have divided the various analytics organizations into 4 types –

1. Knowledge process outsourcers or KPOs
- This includes companies such as Genpact, Accenture, WNS etc. which offer analytics as one of the outsourced services in the portfolio.

2. IT Companies – This includes IT companies such as Wipro, TCS, Infosys etc. that are now looking at analytics as the next growth engine.

3. In-house units – This includes companies that use analytics to support their own businesses such as HSBC, Citibank, Tesco, Target etc.

4. Niche analytics companies – This includes specialized analytics companies such as
Mu Sigma, Fractal analytics, Marketelligent and Gramener.

We have presented the average salaries across the 4 experience groups as well as across the 4 different types of analytics organizations. Further, in order to capture the broad range the salaries cover, we have also added the 10th and the 90th percentile salary numbers for each group.

KPOs

Knowledge process outsourcing is a part of business process outsourcing or BPO as it is commonly known. KPOs offer outsourcing services for high-end processes like analytics as opposed to BPO activities such as Customer service.

There are hundreds of KPO companies in India and the size of the KPO industry is estimated at upwards of $10 billion. They offer a variety of high-end services to their clients and analytics is one of them.

KPOs offer exciting opportunities to those who are looking to move into analytics. Companies like Genpact, WNS, McKinsey Knowledge centre are all examples of such companies.

Our study found that KPOs offer the highest average salaries at entry level positions amongst the 4 different types of analytics organizations.
With an average salary of Rs. 5.6 lakhs at entry levels, KPOs are the most financially attractive option to enter into analytics

However, as we move up the experience levels, the difference in salaries between KPOs and others reduces and KPOs are not as attractive for someone with 5 years and more of experience..

With an average salary of Rs. 5.6 lakhs at entry levels, KPOs are the most financially attractive option to enter into analytics.

Financial benefits aside, KPOs are able to offer some other options that make them a good place to work. KPOs offer analytics services to a wide variety of clients. This means that they are able to offer their employees opportunities to work on different clients and different industries.

Our study shows that those working in KPOs for 2 years or more have worked on 4 different clients and 2 different industries on an average. The flexibility to work on different clients and industries is a big plus for KPOs and makes them a favoured destination for those starting off in analytics.

IT Companies

India witnessed the IT revolution in the 90s. Companies like Infosys and Wipro have built billion-dollar businesses by servicing the IT needs of organizations around the world. With growth in IT stagnating in the last few years, these companies are now looking at analytics as the next big growth driver. Indian IT companies are investing heavily in building analytics capabilities and they offer another option to analytics aspirants.

IT companies are trying to emulate the business model of the KPOs and we found a lot of similarities between the two. IT companies also offer attractive entry level salaries in a bid to lure the best analytic talent from engineering colleges and b-schools. They are also able to flex their muscle at the higher levels and offer fairly attractive salaries even at senior positions.

There is a disadvantage of working in the analytics team of an IT company as well. IT companies have a strong software mentality and sometimes they struggle to adapt to the reality of the analytics market.

With entry level salaries of Rs. 5.5 lakhs and director level salaries averaging at Rs. 23 lakhs, IT companies certainly offer an attractive option to analysts.

Analytics professionals are used to working in lean and nimble setups and the bureaucracy of a large IT company can be frustrating at times.
However, with entry level salaries of Rs. 5.5 lakhs and director level salaries averaging at Rs. 23 lakhs, IT companies certainly offer an attractive option to analysts.

In House Units

In-house or captive units differ from the other analytics companies in the sense that the business they are serving is not a client’s but their own. Banks like Citibank and HSBC and retailers like Tesco and Target are good examples of companies with captive analytics teams.

The big advantage of working in a captive is that one is much more closely aligned to the business here. Professionals working in these captive units felt that it was easier for them to see the impact of their analyses because it was for their own business. Working for your own business has advantages of proximity but it also has a string disadvantage. Captive units do not offer you a chance to work on different industries or different organizations. Obviously, the client and the industry always remain the same.

Captive units have to offer the
highest salaries to retain their analytics talent.

Perhaps, this is the reason why captive units have to offer the highest salaries to retain the people. Salaries at mid level, manager level and director level are the highest in captive units.

Analytics aspirants who are focused on one particular industry will find captive units to be an ideal place to work. They encourage specialization and emphasize building domain knowledge.

Niche analytics companies

This category comprises of companies
(mostly small and mid-size) that focus on providing analytics expertise to businesses around the world. Companies like Mu Sigma, Fractal analytics and Gramener are good examples of such companies. Niche analytics companies offer the lowest salaries among the four different types of organizations. Salaries average at 4.5 lakhs at entry level and go up to 16 lakhs for director level
(10+ years of experience).
However, they make up for it to a certain extent by also providing varied and challenging work. The quality of work in some of the niche analytics companies can be very high.

Salaries at niche analytics companies average at 4.5 lakhs at entry level and go up to 16 lakhs at director level.

Additionally, growth opportunities are abundant in such companies. If one is looking for exciting and challenging work, niche analytics
companies are an attractive option.

Comparison of salaries across different groups

In this table we can see the average salaries by years of experience for all the 4 different types of analytics organizations.
KPOs offer the highest average salary at the entry level. IT companies are the next best pay masters coming in slightly below the KPOs.

In-house analytics teams or captive units offer the highest salaries at all the other levels – i.e. the mid level, the manager level and the director level. IT companies also offer good salaries at the director level (10+ years of experience), coming in just behind the captive units.

Conclusion

There are plenty of different options for analytics aspirants. If one is looking to enter this field, KPOs and IT companies offer financially attractive options. Niche analytics companies offer more varied work which can sometimes be very challenging. In-house units offer the chance to focus on one industry and build extensive domain knowledge in the area.

* – Minimum salaries correspond to the 10th percentile in the data

** – Maximum salaries correspond to the 90th percentile in the data

Salary comparison by city

As part of the study, we also conducted a city wise survey. We have collected and compared average sala- ries for various cities in India as well as the national average.
Average salary in analytics in India is Rs. 10.35 lakhs. 60% of the analytics professionals in India earn over Rs. 6 lakhs per annum and 20% earn over 15 lakhs per annum. Mumbai has the highest salary amongst all cities at Rs. 11.49 lakhs. Bangalore comes a close second at Rs. 11.34 lakhs.

If we adjust these numbers for the cost of living, Bangalore will actually have the highest salaries in analytics amongst all cities in India.

We ran the poll from 15^th Sep, 2013 to 26^th Oct, 2013 and received 403 responses.

Here’s a synopsis of the poll results-

Total Days Poll Ran: 42 Days

Total Voters: 403

Total Votes: 688 (This was multiple selection poll)

Average votes per voter: 1.7

Editor’s comments:

1. The poll intuitively makes sense. Excel should be at the top to be utilized most as an analytics tool.
2. SAS continues to be the preferred statistical tool used by analytics professionals.
3. R is bridging the gap with SAS and come close to be the third most used analytics tool.
4. SPSS is lagging since been acquired by IBM. Comes at 5 position.
5. Visualization tools ( Tableau, Qlikview, SSRS and Spotfire) comes at the bottom. One reason for their lower penetration may be high cost of ownership for just visualization capabilities. Excel continues to be the preferred visualization tool in the industry.

Authors

Aditya Bhushan

Amit Zanwar

 Nishant Jain

Purba H Rao

Great Lakes Institute of Management
East Coast Road,
Manamai Village,
Tamil Nadu,
India 603102

Abstract

In Indian retail industry where the performance of supply chain is of paramount importance, an initiative such as technological integration in operations at different phases of supply chain has been considered to help in making it more efficient, competitive and high performing. In its search for greater efficiency Environmental Sustainability usually has not been in the strategizing process of the Management in Indian retail industry. In general, in India Technological integration has often been thought of as a tool to drive efficiency and Sustainability as a requirement for the business to survive. Could there be an interrelation between the two concepts? Could Environmental Sustainability be achieved when technological integration is incorporated in supply chains?  The objective of this paper is to study the supply chain of Indian multi brand retail and find out if technological integration taken by a retailer can make its supply chain more efficient as well as more environmentally sustainable.  For our study, empirical data was gathered from the sampling frame of employees in a major  retail firm to assess their perception of the supply chain in their organization. Data was analyzed using structural equation modeling approach. After analyzing the data, it was found that technological integration in supply chain in the area sales & marketing, indeed leads to operations efficiency in supply chain as well as helps in achieving environmental sustainability. Technological integration in the area of operations leads to financial efficiency and greening of supply chain but does not yet lead to environmental performance.

Key words: technological integration, Retail supply chain, India, empirical, structural equation modeling.

Download the complete paper below-

We ran the poll from 26^th Oct, 2013 to 2^nd Jan, 2014 and received 386 responses.

Here’s a synopsis of the poll results-

Total Days Poll Ran: 66 Days

Total Voters: 386

Editor’s Comments:

The poll validates the widely known fact that majority of the work done in the area of analytics in India is BI & reporting. Business Intelligence and Reporting together received 42% of votes, though we believe that this % should be higher.

Marketing Analytics is the biggest pure-play analytics area right now (15% votes). Risk and Web Analytics have low numbers (each ~10%), which was not as intuitive. Penetration of Analytics in Finance and e-Commerce is pretty high.

In 2004, Google came up with a bold plan. It would take up all the books that it can lay its hands on and store them in digital format. The result was the Google Books project where anyone can search for keywords appearing in the millions of books that Google scanned.

This project was hugely successful. But then Google went a step ahead and introduced Google’s Ngram Viewer (http://books.google.com/ngrams), which allows users to search how a word has appeared through centuries of recorded history in form of a graph. A very powerful tool, Google’s Ngram Viewer allows us to ascertain when a phrase was first used and during which years it became popular.

We ran the terms “Analytics” on Google’s Ngram Viewer. Here’s what we found-

It is evident from the graph that the term Analytics was popularized only at the turn of this century and has seen an exponential increase since then.

The first recorded use of the word “Analytics” was in 1733 book “The Philosophical Works of Francis Bacon, Baron of Verulam”. Analytics was then used as a synonym for Algebra.

A text in 1725 book “Lexicon Technicum: Or, An Universal English Dictionary Of Arts And …, Volume 1” By John Harris says

The word Analytics was first popularized by Aristotle around 350 BC. “Prior Analytics or Analytica Priora is Aristotle’s work on deductive reasoning, which is known as his syllogistic.” [1]

“The Posterior Analytics is a text from Aristotle’s Organon that deals with demonstration, definition, and scientific knowledge.” [2]

The term “Marketing Analytics” first appeared on 1986 book “Responding to the challenge: health care marketing comes of age” by Philip D. Cooper. According to a text from the book –

The first legitimate use of term “Financial Analytics” appeared on 1993 book “The New Corporate Finance: Where Theory Meets Practice” by Donald H. Chew. According to a text from the book –

The first legitimate use of term “Risk Analytics” appeared on 1997 book “Financial Risk Analytics: A Term Structure model Approach for Banking Insurance and Investment Management” by Donald R. Van Deventer, Kenji Imai.

Each year we take up an independent study to access the India Job market for Business Analytics and related fields.

Please note that this study does not reflect the current analytics positions in India. The Study reflects the new job openings in the year 2013 and the areas these openings were primarily in.

Read Analytics India Jobs study 2012 here

The analytics jobs market continues to grow in India at aggressive pace. In 2013, the number of new job postings on analytics grew at an average pace of 6% every month. From Jan 2013 to Jan 2014, the job postings increased at an annual pace of 80%. The graph below gives the monthly new job postings on analytics in India indexed to January 2013 (i.e. if we take no. of openings in Jan’13 as 1).

On an average, recruiters demanded for a work experience of 7.5 years. This is higher than 2012 where recruiters asked for an average work experience of 6 years.

28% job openings were for less than 5 years of work experience, while 23% were for more than 10 years of experience.

37% of all analytics job openings came from Bangalore. This is higher than 2012 by 2% points.

Delhi/ NCR contributed to 33% job postings which is lower than 2012 when Delhi/ NCR contributed 39%. Mumbai increased its share from 17% in 2012 to 21% in 2013.

The top analytics firms recruiting in 2013 were WNS, AbsolutData, Hewlett Packard, CRISIL, HSBC, Accenture, Max Life, Dell, ZS Associates, Altisource, Marketelligent and ICICI.

‘Manager’ is the most demanded designation in 2013 at 44%, which is higher than 38% Manager Openings in 2012. The average work experience demanded at Manager’s level is almost 8 Years.

The biggest change we saw from 2012 was in job posting based on Functions. In 2012, 19% job openings were in Financial Analytics. This in 2013 was just 7%. Rather, Risk Analytics was higher in 2013 at 18%. BI/ Reporting stood second at 14%.

HR, Healthcare and Supply Chain Analytics demanded the highest number of years in work experience – 10 years on average. While, BI/ Reporting asked for the least at almost 6 years on average.

In terms of industries, BFSI continues to command more than 50% share of analytics industry in India.

Each year we publish a study on how analytics companies are coming up in various cities in India and where is the action happening.

Read Analytics India Companies Study 2012

By Analytics Organizations we refer to companies that provide services externally around analytics and related fields. This can include training organizations or even large consulting companies with analytics as a service line. We have also included product companies that have created products with a deep focus or dependency around analytics.

• Just 6% of analytics organizations worldwide are either based out of India or have operations in India.
• Yet, the growth in analytics firms, both in India and worldwide, is tremendous. By our estimate, the number of analytics companies in India has grown three folds in last 1.5 years.

• Analytics firms have also grown in size. A year back, the percentage of analytics firms in India with employee size less 50 was 71%. This year, this number has decreased to 66%.
• Last year the average employee strength of analytics providers in India is 76 employees. This year, this number has grown many folds to 270. Though we feel that there might be a bias here. As more large service providers enter analytics, the average employee strength of all firms increase at higher pace.

• Bangalore still is the hub of analytics in India, though other cities are coming up. Last year, Bangalore housed 29% of all analytics firms in India. This is a decline of 2% from a year ago. Similarly, Mumbai (17% to 16%) and Delhi (15% to 11%) have seen a decline in overall % analytics companies.

• Hyderabad has seen the highest growth for analytics companies – from 8% in 2012 to 11% in 2013.

• Among all cities, Mumbai analytics companies have the highest average employee strength. 357 – Mumbai, 298 – Bangalore, 134 – Delhi.

With analytics gaining steam across all industry segments, we did this quick study to investigate the amount of analytics adoption at domestic Indian firms. We picked up 15 large Indian firms that utilize relatively high analytics for internal purpose and score them on basis of analytics penetration and maturity.

Indian analytics market can be thought of having three sets of players-

1. Service providers: companies that provide analytics services to the end consumer of analytics; either domestic or out of India. They make up almost 80% of Indian analytics market.
2. Captives: These are companies with back offices in India. A lot of analytics worldwide is being outsourced to India via these captives. They account for almost 15% of Indian analytics market.
3. Domestic market: These are Indian companies that utilize analytics for internal purpose. They either have analytics teams internally or outsource them to service providers. These account for less than 5% of Indian analytics market.

The focus of this study is to assess the domestic market with internal analytics teams.

Domestic analytics market is still in very nascent stage. Companies in this segment are typically large private B2C companies in sectors like –

Banking: ICICI, HDFC, Axis, Yes Bank and Kotak Mahindra

Telecom: Bharti Airtel, Idea Cellular

Auto: TATA Motors, Mahindra&Mahindra

eCommerce: Flipkart, Snapdeal and Jabong

Other conglomerates: reliance Industries, HUL and ITC

In terms of Analytics penetration (i.e. the amount of analytics being done internally), ICICI bank ranks the highest among these 15 companies followed by Flipkart and Bharti Airtel.

For Analytics Maturity (i.e. quality and depth of analytics function), Bharti Airtel ranks highest followed by HDFC Bank.

Apart from the above 15 companies, the analytics adoption is very low within domestic Indian market. Even for these 15 companies, the analytics is below par than their western peers within same sector. It’s evident that the adoption within Indian domestic companies is poised to grow sooner than later, leading to more efficiency in data collection as well as final business decision making.

The post A Study on Domestic Indian Analytics Market appeared first on Analytics India Magazine.

Ola Cabs has emerged as the winner of the social media share of consumer minds among the radio taxi service providers according to report by Simplify360, a big data analytics tool provider focusing primarily on social media. Ola Cabs has 46% share of voice followed at a far distant second by Meru Cabs with 19% share. The social media hashtag campaigns may be one of the reason for the higher share. But the brand has more consistent buzz even without the hashtag campaign when compared to other players in the industry. Uber India also despite having social media campaigns were at a distant third in the social media space. Other players like Mega Cabs, Easycabs and TAB cabs fared poorly with barely half a thousand mentions in a month.

The study also throws up interesting observations like 33% of the users of Merucab users were unsatisfied. They have a very high negative sentiment towards the brand. This has led to the creation of hate accounts on Twitter. The list does not end here. Easycabs and Taxiforsure has 38% and 37% negative sentiments respectively. Ola Cabs and Uber India has high positive sentiments of 22% positive sentiments each while Mega Cabs has 25% positive sentiments. “Since the industry is purely a service based industry the percentage of unsatisfied customers may be high” remarks Gin Vanglian, head of research at Simplify360. “The negative sentiment is fairly high in other service based sectors also. For example the percentage of negative sentiments in the Telecom and banking sector also ranges from 20 to 30 percent”

Other interesting insights:

• Uber has the largest fan base on Facebook. This may be due to its international presence. Fan size of Uber is 170 times that of Easy Cabs
• Ola is the most followed radio taxi service provider on Twitter

• Males are more likely to talk about cabs than female
• Youths tend to talk more about taxi services as compared to elder age group.
• 80% of the buzz around Radio taxi service providers is on Twitter
• Ola and Uber have city specific Twitter handles
• Ola and Meru have dedicated support handles on Twitter – @support_ola and @meru_cares

About Simplify360

Simplify360, is a leading social business intelligence firm. Being the world’s first integrated enterprise solutions provider; our latest offerings are Social Marketing Suite for agencies, Social Contact Center for BPOs and Social Command Center for Enterprises. We enable businesses to perform Online Reputation Management, Customer Service, Community Management, Social Media Research & Brand Auditing; Online Sales Lead Generation, and Consumer Sentiment Analysis.

Phone : +91 80 40971130

Download the report below

The post OLA Cabs leads the social media buzz says Simplify360 report appeared first on Analytics India Magazine.