IMS Proschool Alytics Ebook

IMS PROSCHOOL
E-Book on Analytics
A complete guide on analytics
by
IMS Proschool
E-Book Summary:
Today, ‘Analytics’ is everywhere. Whatever industries you are working in, you are sensing
the dominance of the word ‘Analytics’. Because of the bright prospects of Data Analytics, it
has also become a much sought after career option in India. This E-Book will lead you from
"What is analytics?" to the "Future scope of analytics". It is a comprehensive guide that
throws light on the prospects of a flourishing career in Analytics and what it takes to climb
your way to the top.
Table of Contents
Chapter 1: What is Analytics? ................................................................................................................ 2

Chapter 2: Various components of Analytics ........................................................................................ 6
Chapter 3: Types of Analytics............................................................................................................... 10
Chapter 4: Applications of Analytics.................................................................................................... 12
Chapter 5: Application in business verticals........................................................................................ 16
Chapter 6: Careers in Data Analytics ................................................................................................... 19
Chapter 7: What are the functions of a Data Scientist?...................................................................... 25
Chapter 8: Career path of a Data Scientist .......................................................................................... 27
Chapter 9: Steps to become a Data Scientist ...................................................................................... 29
Chapter 10: What does it take to become a Data Scientist? .............................................................. 32
Chapter 11: Top 10 Jobs that Require a Knowledge of Data Analytics .............................................. 34
Chapter 12: Types of analytics companies .......................................................................................... 37
Chapter 13: Conclusion (Data is the Future) ....................................................................................... 39
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Analytics –E Book by Proschool www.proschoolonline.com
(Not to be reproduced or distributed)
Chapter 1: What is Analytics?
1Did you know, “Numbers talk”? Yes, they

do. Otherwise Data Analytics wouldn’t have
been such an important thing today. But
before we understand Analytics, we must
understand what “Data” is. The raw numbers
that are generated on a daily basis are
stored as data. Anything and everything we
do gets recorded and stored as data. Today,
companies of all sizes and sectors are
leveraging data to understand their business
and customers much better.
In the first graph we can see that 43% of the

businesses have seen a data growth of 10 -
30%,while 25% have seen a data growth of
more 30% than a year. So, a total of 68% of
the businesses have seen a data growth of
more than 10% each year.
Analytics is the process of assessing the data

sets to decipher the conclusion regarding the
underlying information. Specialized software
and advanced techniques are used in the
process of analysis. These techniques are
extensively used in commercial sector for
profit making as well as by scientists to
create and test hypotheses, theorems and
scientific models. However, more than the
techniques, it is the analytical mindset that
differentiates a “Good Analyst” from the
other
The most important motive behind undertaking the elaborate process of analytics is to derive
conclusions that can help in better decision making in business. The process involves gathering
information from various resources and interpreting pattern and trends.
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Image reference: www.business.com
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What is Data Analytics?
A similar story was heard about Target, the giant US retailer, a few years back. The incident has also
found mention in Charles Duhigg's book, The Power of Habits as well as in the article of New York
Times. Andrew Pole, the statistician at Target, used statistics to study the purchase behaviour of
women on baby registries. The data was arranged according to the weeks of purchase. Pole, then
assigned a pregnancy prediction score to the customers based on their purchase volume of various
products across the store. The data was then arranged precisely according to the weeks of
pregnancy. Target then used that data to send sale booklets for baby clothes, diapers, cribs, baby
toiletries etc. to the prospective customers.
Sometimes, Data Analysis and Data Analytics is used interchangeably. However, there is marked
difference between the two concepts. Data Analysis is a broader term that refers to the process of
compiling the data and analysing it so as to help the management towards improved decision-
making. Data Analytics is a subset of Data Analysis and mainly involves the use of technical tools and
other data analysis techniques.
“How many products were sold in the last year?”, “Which product has performed better?”, “How
many employees left the organisation last year?”, “What is the pattern of attrition?”, etc. are some
examples of problems that Data Analytics attempts to solve. Thus, we can see that whether external
or internal, data analytics has seeped into every layer of a business.
Data Analysis can be Qualitative or Quantitative. The Qualitative analysis involves analysis of
numerical data as well as quantifiable variables. These variables can be measured statistically or
compared with each other. On the other hand, the qualitative approach involves more of
interpretation. It works on the underlying principle of understanding the non-numerical data such as
text, images, audio-visual, etc.
A sneak peek into the process of Data Analytics
Big Bazar, one of the biggest retail marts in India has targeted to achieve sales of
Rs 1 lakh crore by the end of the year 2021. This is a huge task but the retail giant
is using analytics and Big Data to achieve this. It is creating a plan based on the
humungous database of the customers so that the merchandise can be positioned
strategically to achieve maximum sales.
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Process of Data Analytics
The Data analysis application is a holistic process. There are intricate steps involved in collecting,
integrating and preparing the data followed by developing, testing and improvising analytical models
so that the results are accurate. In bigger organisations, there is also a Data Engineer whose job is to
get the data sets ready for analysis.
Let us look at the important steps that set the stage for analysis:
(1) Data Collection: The first step in analysis is the Data Collection or the Data Mining process,
during this process, the Data analyst identifies information that they need for a particular
requirement, and working with Data Engineers to get data sets ready for analysis. Data from
different sources and variety of formats are collected and uploaded into the system after being
transformed into a common format. The most commonly used systems are SQL, Database, Data
Warehouse or Hadoop cluster.
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(2) Ensuring Data Quality: The next step after Data Collection is ensuring the quality of data. Since
data is collected from various sources, there is bound to be inconsistencies and anomalies. The data
needs to be cleansed so as to eliminate duplications, errors and any kind of abnormalities; otherwise
it impacts the quality and accuracy of the analysis. Then come the Data preparation work done to
impact and organise data for the strategic analytics use. After Data Cleansing and Data Preparation,
there must be data governance policies that ensure that the Data complies with the internal
corporate standards and global standards.
(3) Data Modelling: Next comes the actual Analytics process. This starts with Data Modelling or
creating a data model supported by the application of certain formal techniques. It involves defining
and analysing the data requirement of the particular business problem at hand and designing a
solution based on the information systems in the organisations. The process of Data Modelling
involves experienced Data Scientists/Analysts working in close collaboration with the business
stakeholders as well the users of the solution.
There are three stages of Data Modelling. The first one is the conceptual model which includes basic
specifications of the data used as a subject of discussion of business specifications with the business
stakeholders. The next stage is the logical model which involves arranging the data into such a
structure that it can be seamlessly implemented into the internal database of the organisation. The
final step is to convert the Logical Data Model into a physical model which has the data arranged
into tables, accounts for the key stakeholders accessing the data. The Physical model must also have
the details pertaining to performance of the data elements and its storage.
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Chapter 2: Various components of Analytics
Machine Learning:
“Hello Dreamhouse” is an interactive version of Barbie which listens and talks to a child. The
technology behind this is machine learning and natural language processing. The microphone
on Barbie’s necklace catches the words and transmits it to the ToyTalk servers. The recording
is then analysed and the appropriate response is transmitted to Barbie in a split second so
that she can respond to the child. Certain answers to common questions are already stored so
that it can be used in the conversation.
Machine Learning is a field of study that enables computers to learn on its own without the
need to program or re-program it at any given instance. The concept associates machines to
humans because of its ability to “Learn on its own”. ML is one of the hottest trends in
technology disruptions in recent times and has reached aspects which are unimaginable by
human beings. Machine Learning uses certain techniques such as Deep Learning, regression,
various clustering algorithms, which are of immense importance to Data Analysts/ Data
Scientists. When we talk about Data Science, we often come across Machine Learning as a
term. While Data Science is a holistic concept, Data Analytics, Data Mining and Machine
Learning are parts of it.
The skills required for becoming a Machine Learning expert are: Expertise in
Computer Fundamentals, Data modelling & evaluation skills, Knowledge of
probability/statistics as well as expertise in programming skills.
The applications of Machine Learning are very evident in Voice Assistants, Video Surveillance,
Malware Filtering, Chat bots, Product recommendations, Search Engine result refining as well as
online Fraud Detection.
Artificial Intelligence:
Chef Watson, from IBM, shows how artificial intelligence can play an important role in kitchen
to assist develop recipes and suggests human chef on their culinary adventures, try food
combinations to create unique kitchen flavours. AI-enabled chefs in combination with human
chefs can create wonders in kitchen which alone humans cannot.
It would be an understatement to say that Artificial Intelligence is the latest buzzword in the
technology landscape. Artificial Intelligence is the technology that creates intelligent machines
or machines who can think and react like human beings. The human activities which the
machine emulates are speech recognition, learning, planning and problem-solving as well as
natural language processing. AI has impacted almost all domains of the modern life and
businesses alike. Marketing, Banking, Finance, Agriculture, Healthcare are some of the main
areas impacted by Artificial Intelligence. There are two types of Artificial Intelligence: Narrow
AI and Wide AI.
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Narrow AI is an Artificial Intelligence system that is trained on a single kind of task. Popular voice
assistants like Amazon’s Alexa and Apple’s Siri function of narrow AI. On the other hand, there is
Wide AI which has substantial cognitive abilities, such that if they are given any new task, they have
the capacity to find a solution on its own. The systems backed by Wide AI are able to perform a
wide variety of tasks.
The skills required for a career in Artificial Intelligence are: (1) Good grasp on
mathematics and algorithms (2) proficient in probability and statistics (3)
Expertise in programming languages (Python/C++/R/Java), well-versed in
distributed computing, (4) Knowledge of Unix tools.
Big Data
The biggest example of Big Data is the election campaign in India in 2014. The BJP harnessed
Big Data to design their campaign. They mined data for almost every internet user in the
country and used it to understand their sentiments and issues. Data-based analysis was used to
design bespoke campaign for each region. The targeting of the campaign focussed on specific
local issues rather than the generic national issues. To capture and create a plan around 800
million voters, there is a need for technology which is capable of handling this humongous data.
Big Data is a system to deal with large and complex data sets. This involves extraction, deletion,
arranging, trend analysis, computation etc. Big Data is the technical foundation to deal with
mammoth data sets both structured and unstructured, that floods the business on a daily basis. The
major distinguishing factor of the Big Data is the size of the data sets and the fact they continue to
grow exponentially. They are so large and complex that traditional datasets will not be able to
handle. The quantum of data often translates to terabytes, petabytes and exabytes of data.
Big Data is characterised by three factors: (1) Volume (2) Variety of data (3) Velocity of the data.
Gartner’s analyst, Doug Laney was the first one to identify these characteristics in a report released
in 2001. After Data Science, Data Analytics and Machine Learning, Big Data is the next big thing in
the tech job market in India today. Today organisations are in a rat race to store maximum data so
that not even the minutest detail is missed.
The skills required for Big Data professionals are Apache Hadoop, NoSQL, Data
Visualisation, Apache Spark, Machine Learning, Quantitative Analysis, and
Problem Solving. To be a prized Big Data professional, you not only need to hone
your technical skills, but also your business skills and problem-solving abilities.
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Business Intelligence
REI Co-op, an American retail and outdoor creation, uses a business intelligence platform to
analyze their co-op membership. The retailer wanted to tracks metrics like acquisition,
retention, and reactivation and all this information was up to 90 terabytes of data. Since, the
co-op members contributed to more than 90% of their revenue, these details were very
important to the retailer. Thus, the team uses their BI platform to analyze customer
segmentation, to understand key processes like shipping methods, member lifecycle
management, and product categorizations in order to take crucial decisions.
Business Intelligence is the process of analysing data with the help of advanced technology and
presenting actionable insights to help various stakeholders take informed decisions about the
business. It is a collection of software and services which transforms data into intelligence. BI is the
nucleus of fact-based decision-making by leveraging historical data rather than plain assumptions
and the gut-feeling. The Business Intelligence specific tool perform data analysis, summaries, create
reports, maps, graphs, charts and equips users with all the intelligence about the business.
The Business Intelligence is used to create Key Performance Indicators, Measure performance
against benchmarks, spotting market trends and identifying business problems. BI helps in data
visualization, presents data in a better way and enhances the quality of analysis. Nowadays, BI
system are not just used by large enterprises but also Small and Medium Enterprises.
To mark a happening career in Business Intelligence, you need to develop a mix of

skills. The skill sets vary whether you want to be a front-end or back-end BI
professional. Apart from the basic SQL and Programming skills, Data Analysis and
Problem-solving skills, you must be adept at industry-specific knowledge, forecast
skills and communication skills.
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Chapter 3: Types of Analytics
There are four types of Analytics. Let us start from the simplest one and go to the more complex
ones. Earlier all these kinds of analysis was done manually but owing to the sheer volume of data, all
this analytical tasks are being done on advanced software and systems by expert analysts.
IDC forecasts that by 2021, 25% of bigger organisations will have replaced data scientists with the
more advanced data ethnographers who can provide contextual interpretations by employing
qualitative research methods that unleash emotions, perceptions and sentiments.
Descriptive Analytics
Descriptive Analysis provides answer to the question “What happened?” This analysis is used to
describe the things.
For example, a hospital will know the number of patients hospitalised in the past month, a retailer
will know how many customers bought a particular product last month. The manufacturer can find
out how many products were returned on grounds of defect. Descriptive Analysis reports exactly
what happened and describes the problem at hand, because this is the first and the most important
step in the process of analytics.
Descriptive analysis captures raw data from multiple sources to give valuable insights into the event
already happened. The inferences simply report the positives and negatives or the problems and
advantages without digging into the reasoning part. The organisations which are highly data and
research-driven, do not restrict themselves to Descriptive Analysis but also combine it with other
forms of analytics.
Diagnostic Analytics
This is the investigative part of the analysis. In this phase, historical data can be measured against
other elements to find out the actual root cause of the happening. Diagnostic Analysis allows the
analysts to drilldown to discover the trends and identify patterns. The organisations opt for
Diagnostic Analysis when they want in depth details about any particular recipe plaguing the
company. Without detailed analysis of any problem, there is no point in data collection and
cleansing.
For example a retailer can drill into the sales and gross profit figure to find out why the net profit
target was not achieved. Similarly, in the healthcare segment, customer segmentation, disease
history and frequency of contracting an illness can help to understand the risk of hospitalisation and
also the effectiveness of a line of treatment or medication for a particular disease.
Predictive Analytics
Predictive Analysis answers the question “What will happen next?” Once the Descriptive and
Diagnostic Analysis have done their job of identifying the anomalies and finding out the reason
behind them, Predictive Analysis steps in to find out “What can be done next?”. Predictive Analysis
helps organisations to plan for efficient resource allocation and not run the business on mere gut
feeling. In this world of data deluge, most of the organisations on a global level are leveraging
Predictive analysis to be “as accurate as possible”.
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Example: Let us say ABC gym implements a Predictive Analytics model. This system will help to
identify whether Pooja, a current member will renew her membership or not. If the answer is in
negative, the model will help the gym in deciding what incentives or freebies it should offer Pooja so
that she reconsiders her decision to renew the membership. Thus, Predictive Analysis helps in
controlling customer churn even before it actually happens.
Prescriptive Analytics
The Predictive Analysis paves way for the Prescriptive analysis. The latter answers the question as to
“What should be done about it?”. The Prescriptive Analysis takes the results derived from Predictive
Analysis and complements it with rules and techniques to find out the best possible solution to the
problem. The decision reached could be sent as an automated task to the human decision maker or
as next set of action to the subsequent system.
For Example: Google’s self-driven car. The car is automated and makes various calculations on each
trip and which helps it to decide where to drive faster, where to slow down, where to take a left-turn,
right-turn etc. In fact it takes each and every decision that any human being behind the wheels would
make.
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Chapter 4: Applications of Analytics
Hiring of Data Scientists across industries
Today, analytics finds application in almost all the industries and sectors such as retail, defence,
healthcare, sports, banking, finance, education and technology. You just name a sector and analytics
will make its presence felt in a big way in each of these sectors.
Financial Services industry
Big Data has almost made the pandemonium break loose in the field of data science. Data science,
business intelligence, and business analytics have penetrated in almost all areas. This has played a
pivotal role in redefining the way data is used. With the ease in the collection of data of consumers
and their transactions in addition to the development of techniques to use this information to build
potential clients, the financial services industry is certainly up for a big change.
Analytics in Financial Services Industry will help in:
• Fraud Analytics
• Customer-first approach
• Data security of the customers
• Security and administrative compliance
• Quicker processing of loans
• Streamlined internal operations
• Minimising NPAs
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Image source: Analytics India Magazine
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Let us take a look at the numbers:
• The size of the analytics industry in the financial sector is approximately $1.2 billion
(annual) in revenue.
• At present, there are approximately 60,000 data science and financial analytics
professionals working in India.
Top Digital wallets like PayTM and Phone Pe are using data analytics to not just
digitize the cash payments but also to expand the reach of the customers.
Lloyds Banking Group is the first European bank to adopt

Pindrop’sPhoneprintingTM technology for detecting fraud. This technology is
heavily backed by AI and Analytics. It leverages advanced analytics to ensure
the authenticity of the calling customers without any extra information from
them
Government Initiatives
Indian government is keen on adopting and leveraging data analytics to take smart decisions. It is
indeed intriguing to see that many Government agencies have already started harnessing the power
of Big data for the betterment of human lives. Some of the fields where Big data has already made
its presence felt in Indian public sector are:
• Identify tax evaders and speed up the tax collection process

• Collaboration with private players for better yield in agriculture and fair pricing
• To identify disease trends and manage any epidemic at the outset
• Railway operation and optimal fund management.
• Better water management and distribution
• Predicting climatic change and being prepared for any natural calamity
The Income Tax Department has signed a contract with L & T Infotech Ltd for
implementation of Project Insight. The project is based on an integrated
platform that will use data mining, big data and analytics to identify tax
evaders using social media platforms and Permanent Account Numbers (PAN)
in a non-intrusive way, rather than the traditional way of conducting random
income tax raids.
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Healthcare
Healthcare Analytics is harnessing the power of Big Data and Data Science to provide solutions in the
healthcare segment. The healthcare segment in India is an all-encompassing term which includes
Diagnostics, Medicine, Doctors, Hospitals, Medical Insurance.
Healthcare Analytics is quite an established phenomenon in the west. According to statistics, the
global healthcare analytics market is expected to reach $ 29.84 billion by 2022 from $8.92 Billion in
2017, at a CAGR of 27.3%. Now it has emerged in India too in a big way. The nation is gradually
warming up to the idea of using analytics to improve healthcare offerings. Deloitte says, “Indian
healthcare market that is worth $100 billion and is expected to grow at a 23% CAGR (compound
annual growth rate) to reach $280 billion by 2020, backed by Big data and availability of Electronic
Medical Record (EMR) on the cloud.”
The problems that Healthcare analytics offers to solve are:
• Using patient’s data to generate reports and decipher actionable insights

• Using analytics to predict the occurrence of future diseases and how to prevent it
• Developing risk prediction model or offer customised health packages
• Optimizing operational expenses of healthcare provider
• Basis for decision making for doctors
The Aarogyasri Health Care Trust (health insurance schemes to Below Poverty
Line families), by the Telengana Government, is a classic example of
Healthcare Analytics. The government has collaborated with SAS to leverage
the claims using financial and clinical data. This has also helped to prevent
fraud, identify disease trends and predict funds needed.
Sports
Veteran cricketer, Anil Kumble’s tech start up Spektacom, has partnered with Microsoft to create
Power Bat, an artificial Intelligence tool. Power Bat is an Azure Sphere-powered sticker is stuck on
the shoulder of the bat.
As soon as the batsman hits the ball during a live match, data on various parameters such as speed
of the shot, quality of the shot, proximity of the ball’s contact to the bat etc. This data is captured in
a metric called the Power Speks. However, this tool is unobtrusive and doesn’t impact the players or
the game.
This is an attempt to leverage AI & Machine Learning to deepen fan engagement and collect
important data during the match for real-time analytics. This analytics will be used to draw insights
which will be shared with the players and team-strategists through an app. These insights will be
tools to improve the performance of the player and subsequently the team. Sports organizations all
over the world are utilizing cloud and productivity solutions to connect with fans, improve the team
and player’s performance, and manage their operations in fresh ways.
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Education
The total market for Business Intelligenceeducation sector in Indian market is around
approximately $7 billion.in
Everybody involved in the value chain of education are using data to deliver better quality of
education and to reap its benefits. Parents, Students, Policyholders, Educational institutions,
Teachers etc. are all using data related to number of students, number of teachers, test scores,
grades, demographic details, pass percentage and many other parameters to make informed
decisions. Students and parents use it to choose the best institute for education, while other
stakeholders use it to improve their educational offerings. The various ways in which analytics can
help in the education sector are:
• Forecasting grade of students so as to design a study plan effectively

• Study factors that impact the result of students
• Predicting and evaluating the dropout rates
• Offering large volumes of study materials on cloud
Nowadays classrooms are fitted with a camera which detects the child’s
academic and social participation and level of enthusiasm. Real-time
analysis and predictive analytics will improve a child’s all-round
performance and help the educational institutes to take crucial decisions.
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Chapter 5: Application in business verticals
Not just the sectors, analytics has also made its presence felt in the internal verticals of an
organisation. Each vertical is like a pillar on which rests the future of the organisation. If any of them
do not function well, the other verticals are impacted, which in turn affects the performance of the
entire organisation. Hence, the senior management in most of the bigger organisations and
conglomerates are in no mood to make even the slightest mistake. They want to do astute planning
so that there is scope for zero errors.
For planning things so accurately, the first step is to have access to every data point related to these
verticals and perform excellent analysis to describe the prevalent problems and prescribe the best
course of action to overcome it. Let us understand how Data Analytics plays a role in each of the
business verticals in an organisation.
Marketing
What is the main purpose of Marketing? Understanding who your customers are, how you can
approach them, where you can find them and what is the best way to put across your offering to
them in the most subtle yet effective manner. This can only be achieved by collating data across
myriad marketing channels and designing a strategy that works best for a given set of data as well as
newer sections. Not just this, marketing analytics also aims to maximise ROI, minimise wastages,
save time and ensure maximum effectiveness of the marketing campaigns. The various questions
that Marketing Analytics can answer are:
(1) What is the result of marketing initiatives in today’s time?
(2) What are the areas of improvement?
(3) Where do we stand in relation to the competitors?
(4) Are we gaining maximum RoI?
(5) Are the marketing channels chosen as appropriate?
(6) Is the resource allocation for marketing optimal?
Example: The marketing team of Company ABC has generated 5 leads for the sales of its new RO
water purifier. However, not all of them are at the same stage. While some are expected to quickly
convert, others would need more convincing. Real-time analysis, demographic segmentation and
predictive analytics will help to push the leads further down the sales funnel. The right content will be
created and presented to the leads at the right time, so that they are motivated to make the
purchase. All this can only be made possible through Predictive Analysis
Human Resource
Organising Human Resources is one of the key tasks of an organisation. HR analytics not only helps in
recruiting and retaining the right workforce, but it also helps in nurturing them based on their
performance and skill sets. HR Analytics has the complete set of data which helps to choose the
appropriate people and enhance the performance of the company. Some of the key areas where HR
Analytics plays an important role are:
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(1) Recruitment and Retention of talent
(2) Reducing attrition
(3) Optimization and management of workforce
(4) Building future leaders
(5) Nurturing and training the workforce for the right roles
(6) Performance analysis and appraisals
Example: One of the biggest problems faced by XYZ Ltd.is the high attrition rate. Despite spending a
lot of money on the recruitment and training, many employees leave the company by the end of the
year. The company has lately started using analytics to solve this issue. It is leveraging clustering
algorithms to determine the common feature of the kind of employees who have left the company as
well as those who are continuing for years. This will help to see trends, ensure proper approach in
addressing the issue and reduce the overall operational expenses.
Sales
Marketing is about creating a buzz, but sales are about actually making the thing happen. Sales
management is about identifying the right market and pushing your products and services. Analytics
plays a big role in effective sales management. Through analytics, we can understand, create and
forecast the sales trends that would ensue in the future. Data Analytics in sales helps us understand
the following things:
(1) Which goods/services have not performed well?
(2) Management of inventory
(3) Analysing the performance of the sales force and determining optimal sales force size.
(4) What are the incentives that can be given for sales?
(5) Sales analysis of the competitors
Example:
Web analytics and Google analytics are tools which are designed to track consumer activity on the
Internet as precisely as possible. In these cases, data is collected about all website visitors through
log files or cookies, and then this information is later analyzed to understand the number of
visitors, the number of pages within the site which has been visited and whether they have made
an actual purchase. This in turn helps to determine whether the campaign on the web is actually
successful or not.
Supply Chain management
Supply Chain Analytics is instrumental in revenue growth, improve margins, working capital
management in the most optimal way and strengthen the control points across the supply chain.
The supply chain analytics is set to resolve various pressing issues such as strategic, operational and
tactical. Improving operational efficiency, choosing the right carrier for the goods, ensuring seamless
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logistics, and making Data based decisions is the core of Supply chain Analytics. The problems that
the Supply Chain analytics offers to solve are:
• Determining Inventory status

• Planning for demand and supply
• Sourcing of materials
• Analysis of worker’s productivity
• Choosing the right carrier and transport network
• Choosing the best route for the transport
Example
A leading EPC service provider was grappling with issues related to its global supply chain and
logistics processes, as well as forecasting for cost and schedule. It then used Proactive Supply Chain
Performance Management Analytics insights to study the top and bottom-line business growth
through improvements across the entire supply chain. The Supply Chain analytics also helps to
understand how each line of logistics has performed, which carrier is the best and how more
improvement can be brought for increased ROI.
Bottom Line
The secret sauce to streamlined operations in an organisation is the integrated approach to

analytics. The integrated approach by taking into consideration the internal and external data
sources is the best way to have perfectly seamless operations. Such an approach indicates that all
kinds of data sources internal and external, structured and unstructured have been used to derive
insights that can be used in appropriate decision making.
A holistic approach to analytics not only strengthens the operations but also creates loyal customers,
satisfied stakeholders, committed employees and a responsible senior management.
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Chapter 6: Careers in Data Analytics
Why choosing a career is so important?
A career is something which is the foundation stone for your future. No doubt it has to be chosen
with utmost care. All the education and training that you have acquired over the years must
culminate into a flourishing career. When we say career, it shouldn’t just mean a job to earn money.
It has to be an extension of your personality and yourself. The chosen profession must reflect your
intellect, expertise and area of interest. In a nutshell, it has to be something you are passionate
about. Only then can you reap lasting rewards and thrive in your career.
A well-carved career helps you to create a unique identity in this world. Today, there are more than
1000 career options to choose from. Some of the careers have reached their saturation point, on the
other hand, there are many new options that are rising and hold a lot of promise in future. Data
Analytics/ Data Science is one such field. It has gained immense prominence in the last couple of
years and it is here to stay. It really makes sense to choose such a career because it allows you to
grow at an exponential pace and be part of a winning journey.
Who can choose analytics as a career?
Absolutely anyone can choose a career in data analytics, the educational background is not a
constraint. You can be from technology, finance, marketing or academics background and still go on
to have a successful career in analytics. All you need is a mindset which is inquisitive, logical
reasoning and good analytical skills. That said, students with prior background in mathematics,
statistics and computer programming always find it easier to make inroads into the Data Analytics
career. Others who aren’t primarily from this background can always pick up the skills and get
trained in these aspects.
Statistics about career in data analytics
Data Analytics, Big Data, Hadoop, Data Science are the latest axioms and you just can’t escape it in
today’s time. This suggests that it is only going to get bigger and better with times. As per the Bureau
of Labour Statistics (BLS), jobs for computer research professionals, including the Data Scientists is
projected to grow 11% from 2014 to 2024. This pace of growth is exponential and it is faster than
the average for all other professions presently.
The U.S BLS also states that the growth with outpace the one recorded in the previous decade and
create 11.5 million jobs in 2026.
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Top 10 Emerging Jobs as reported by LinkedIn
Rate of growth (2012-2017)
As per LinkedIn Research, there 9.8 times more Machine Learning Engineers employed in 2017 than
what it was in 2012. The listings on the site suggest that there are around 1,900 open positions
globally for Machine Learning. The demand for Data Scientists has increased 6.5 times, while the
demand for Big Data developers has gone up by 5.5 times.
Some of the other statistics on Big Data states that:
• As per to IDC, the Big Data Analytics market will reach $125 billion worldwide in 2015.
• IIA indicates that Big Data Analytics tools will be the first line of defence, combining machine
learning, text mining and ontology modelling to provide holistic and integrated security
threat prediction, detection, and deterrence and prevention programs.
• The survey, ‘The Future of Big Data Analytics – Global Market and Technologies Forecast –
2015-2020’, Big Data Analytics Global Market will grow by 14.4% CAGR over this period.
• Trusted sources indicate that The Big Data Analytics Global Market for Apps and Analytics
Technology will expand by 28.2% CAGR, for Cloud Technology will increase by 16.1% CAGR,
and for Computing Technology will rise by 7.1% CAGR.
3
Source: LinkedIn
20
Here is a quick look at the other statistics about a career in Data Analytics:
Analytics Jobs according to city
Bengaluru is the hub of jobs in Data Analytics, as it commands a 24% share. Following Bengaluru is
Delhi /NCR with 22% and Mumbai at 15%. Going by the trends, even the tier II cities have also
contributed to the growth of analytics jobs in the past two years.
4
Source: Analytics India Magazine
21
Analytics Job according to experience
It has been observed that employers prefer more hiring amongst entry-level analysts. Today, almost
60%-70%of the job opening in Analytics is for candidates with less than 5 years of experience. Out of
this about 20% of the jobs is for freshers itself.
Why being part of this growing career will be beneficial to you?
Data Analytics is really big today and the every organisation is in a race how to collect maximum data
and use it to its advantage. Data is becoming a crucial tool that helps businesses make better
decisions and this can be one of the biggest competitive advantages for a company.
The top reasons why Data Analytics should be your next career move are:
(1) Rising demand for Data Analytics professional: The current surge in the demand for Data
professionals is just the tip of the iceberg. As we mentioned above, the number of job postings on
various job portals such as LinkedIn, Indeed and Dice are increasing with each passing year. This is
because almost all organisations today wants to have a dedicated team of analysts with the best
talent available. The CEO of Fractal Analytics, Srikanth Velamakanni, states that in the next few
years, the size of the Indian analytics market will increase to one-third of the global IT market from
the current ratio of one-tenth.
5
22
(2) The demand-supply gap: While we have focussed that the demand for Data Analysts is huge, the
other side of the coin is that there is immense dearth of supply. MIT Sloan Management Review
stated that about 40% of the companies in the world are struggling to find the right talent for Data
Analysts and to retain it. LinkedIn in 2018, reported that there is a gap of approximately 151,717
people in the U.S. In India, the situation is even worse. Many a times, the companies fail to find a
professional, who is adept in programming languages, expertise in Data Tools as well as well-versed
in statistical modelling and Machine Learning.
(3) Money Matters: One of the biggest motivations for choosing a particular career option is
“Salary”. A person equipped with the right skill set has every right to desire a rewarding salary. A
report by the Great Lakes Institute of Management, titled the Indian Analytics Industry Salary
Trend stated that in 2015, the average salary was 21% more than that in 2014. The report further
indicates that 14% of the analytics professionals earn up toRs. 15 lakhs per annum on an average.
According to Glassdoor, the average annual salary for a Data Analyst in India INR 4.6 lakhs per
annum.
The median salaries offered by the analytics jobs in India are Rs 11.5 lakhs per annum. As per
reports, there has been a marked increase in the number of analytics jobs with an annual package of
more than Rs 15 lakhs.
(4) Innumerable options in Job roles: Who doesn’t want a career which is multi-dimensional and
dynamic? Data Analytics as a career option offers wide variety of job titles in terms of nature of work
6
23
as well as the domain. A single path in the world of data can lead you to so many career options that
you will be spoilt for choice. Some of the most popular job titles are:
• Data Analyst
• Data Scientist’
• Big Data Engineer
• Analytics Consultant
• Big Data Solutions Architect
• Business Intelligence Expert
(5) Data Analytics has become a priority for the organisations: All the organisations in this world
have realised the importance of data and are convinced that it improves the organisational
performance. According to a survey by Deloitte, 65.2% of the respondents have admitted that they
are using some or the other form of analytics for better decision making. According to a report by
The Data Warehousing Institute (TDWI) more than a third of the respondents use some form of
advanced analytics on Big Data for Data Mining tasks, Business Intelligence and Predictive Analytics.
The below mentioned graph highlights this point:
7
Source: Technology in the Mid-Market; Perspectives and Priorities
https://www.edureka.co/blog/10-reasons-why-big-data-analytics-is-the-best-career-move
https://www.northeastern.edu/graduate/blog/data-science-careers-shaping-our-future/
24
Chapter 7: What are the functions of a Data Scientist?
The exact nature of work of a Data Analyst or a Data Scientist would depend on the precise job role,
responsibilities, business of the company, or the sector in which he is employed.
However, in a nutshell, the functions of a Data Science to view every business function as a numeric
variable or a data point, join the dots, analyse the pattern, and use it to identify existing or probable
issues and suggest ways to rectify the problem.
The vast variety of jobs which outline the responsibilities of a Data Scientist are collecting,
organising, analysing and interpreting the information and statistics. Broadly speaking, the task of a
Data Scientist includes:
• Identifying the correct data sets and variables

• Collecting vast data sets from both structured and unstructured sources
• Data cleansing to ensure that there are no abnormalities, anomalies, or outliers so that the
analysis is accurate and uniform
• Analysing the pattern of data and the trends
• Interpreting the data to discover probable areas of business problem
• Designing algorithms and models to make sense of the vast amount of data
• Communicating the findings to key stakeholders using Data storytelling techniques
The first task of the Data Scientist once he lays his hands over the data is to clean the data. Since the
data is taken from so many structured and unstructured places, it cannot be clean. Hence, the
process of analysis has to begin with collecting, cleaning and structuring the data. The entire task of
sanitizing the data requires statistics and software engineering skills peppered with loads of patience
and eye for errors.
Once the data is arranged in a proper format, the next step is to perform exploratory data analysis.
This involves building models, testing the hypothesis, designing experiments etc. In short, it includes
numerical and graphical techniques to unleash the hidden message in the data.
After discovering lot of patterns in the data, next the r gears up for interpreting and presenting the
insights in a format that is replete with the necessary visualisation. As a Data Analyst, you should
have good storytelling skills so that you can convey your insight in such a manner that any
stakeholder can relate to it and understand the premise behind it.
A Typical Day in the life of a Data Scientist
A normal day in the life of a Data Scientist starts from collecting the raw data to delivering an end-
product full of insights and meaningful analysis. Let us take the example of Rajeev who is a Data
Scientist and see how he navigates through his day.
25
Making sense of the data: He collects the data available from every structured and unstructured
source. Sometimes the datasets are provided by the clients and he has to understand the nature of
the data and the goal of the analysis with inputs from clients and domain experts. The data
isarranged in a structured format and then analysed with the help of tools such as R, Python and
Excel. The analysis involves a mix of Descriptive, Prescriptive and Predictive methods.
Conveying it to the client: After drawing insights and completing the analysis, then comes the turn
to convey the findings to the key stakeholders. In most of the cases, it is the client, the senior
management, other department heads or anyone at the senior leadership level. Needless to say it is
challenging for Rajeev to showcase his analysis and sound convincing for others at the same time.
For this, he needs to have expert level Data storytelling skills. Rajeev adds dimensions and layers to
his analysis to including appropriate visuals and conveys the idea in the most crisp and relatable way.
Automating the process: Data Scientists like Rajeev must have an automation-oriented mindset.
After conveying his analysis and insights he needs to understand which part of his job can be
automated. It can be a mundane analysis part or the visuals part, simply anything. Rajeev accepts
that automating the routine work helps him to focus more on the areas that demand human skill.
This also helps to increase his productivity.
26
Chapter 8: Career path of a Data Scientist
Senior
Manager
Manager
Team Leader Ability to deal

with pressure
Senior Analyst Handle a and adjust to
Team Leads team of 20- the dynamic
The Analyst have sound 30 people environment.
Working on technical
projects including the Other skills
knowledge
Grip on independently and domain Team Leads. include
concepts such while expertise. You This role calls people
as regression, continuing to can become a for the ability management,
probability build your Subject Matter to delegate conflict
distribution, technical and Expert or an
chi-square, domain the tasks well resolution
SME.
decision-tree expertise. and ensure and
the overall leadership
management
of the
projects.
The career path of a Data Analyst varies across organisation. However, the structure of the Analytics
organisation is very similar to IT organisations. However, there are certain traditional companies
wherein the structure is totally different and there is a completely different hierarchy.
The Analyst: The first level in the field of analytics is becoming an Analyst. This position helps you to
work on the basic analytical tools and techniques, gain domain expertise and get accustomed with
your role in the entire team. This role also gives you an opportunity to sharpen your statistical skills
and get a grip on concepts such as regression, probability distribution, chi-square, decision-tree etc.
27
Senior Analyst: For rising to the position of a Senior Analyst, you must have experience of about 2-3
years as an Analyst. However, there are some organisations which can offer you to join directly, if
you are equipped with a Master’s degree or a Ph.D. As a Senior Analyst, you will be working on
projects independently while continuing to build your technical and domain expertise.
Team Leader: With an experience of about 3-4 years as a senior analyst, it is expected that you not
only gain experience on working on a variety of projects but also pick up a good amount of
leadership as well as team management skills. You may now be entrusted with independent
projects and lead a team of your own. At this stage, you will have accumulated sound technical
knowledge and domain expertise. Hence, you can become a Subject Matter Expert or an SME.
As an SME you will be expected to design now models and solutions for existing problems and work
towards making the entire process more streamlined and efficient. You will also be more of a
consultant and be ready to take up a more client facing role.
Manager: After spending about 3-4 years as a Team Lead, you shall be ready for more challenging
roles. You will be expected to handle a team of 20-30 people including the Team Leads. This role
calls for the ability to delegate the tasks well and ensure the overall management of the projects.
You need to demonstrate your expertise on resource planning, process adherence, people
management and pitch in with expert advice to elevate the quality of the deliverables.
However, if you are an SME, you may not have a team to handle but be an individual contributor in a
variety of projects from various verticals such as Finance, Telecom, Human Resource, Supply Chain,
Energy, E-commerce etc.
Senior Manager/ Associate Vice President: After being Manager for about-4-5 years, you can climb
up to be a Senior Manager or Associate Vice President. The designation varies across organisations.
How quickly you climb up the ladder largely depends on your domain expertise, past performance
and ability to deal with pressure and adjust to the dynamic environment. Apart from this, other skills
like people management, conflict resolution and leadership are some of the distinguishing factors.
28
Chapter 9: Steps to become a Data Scientist
Acquire a holistic skill set
Gain experience in large data sets
Learn the art of data storytelling
Get a business focussed mind set
Be updated about the latest developments
Today everyone who wants to embark on a career in Data Science needs to get well trained in each
of its aspects. There are plenty of institutes offering full-fledged courses in Data Analytics. While
some are certificate courses, colleges and universities are also coming up with full-time Post
Graduate degrees in Data Analytics.
There are lots of options for working professionals as well. Some of the leading institutes are
offering online self-paced courses as well as study options through Live Virtual classrooms.
While there is no dearth of ways in which you can get the certification or the degree, the real
challenge lies in orienting your mind set towards becoming a proficient Analyst. Besides this, you can
also try to include certain habits and tasks in your day to day life that can enhance your knowledge
and steer you towards a successful career as a Data Analyst/ Data Scientist.
Here is a step-by-step approach on how you can make it big in the world of Data Analytics:
29
(1) Acquire a holistic skill set
The skills required for becoming a Data Analyst is diverse and you need to incorporate each of these
skills. Firstly, you must be well-versed with analytical tools such as R, SAS, SQL, Hadoop etc. These
tools and languages are being used increasingly in most of the organisations. Therefore, we suggest
that you gain expertise on these techniques. Additionally, you should have a good amount of
knowledge of languages and software like Perl, Python, QL, NLP etc.
(2) Gain experience in large data sets
Analytics is all about humungous data so it makes all the sense to get your hands dirty and be
accustomed to extremely big batches of data. You may also consider exposure to some data mining
algorithms.
(3) Learn the art of data storytelling:
The function of a Data Analyst just doesn’t stop at analysing. You also should be able to present your
findings and convey the message behind them through visuals and a relatable story. For this, you
need to gain knowledge about the various data visualisation tools. Your stories should be persuasive,
engaging and relevant enough for the senior management or clients to take crucial business
decisions.
(4) Get a business focussed mind set:
Even in the world of Data Analytics, you need to be equally adept at the dealings of the business.
This includes the management angle, negotiation skills, planning and forecasting as well as an eye
for detail. You should be well versed with the happenings of the industry in general and your
organisation in particular. The more knowledge you have about the business terminology, the better
you are placed to execute your projects.
(5) Be updated about the latest developments
To be on top of the game, you must be updated about each and every development in the world of
Analytics. This industry is dynamic and every day there is a new tool, technique or software that
makes its presence felt. Every organisation looks for Analysts who are abreast with these changes
and are flexible enough to adopt any process or technique when required. Apart from the online
resources and books, you can also know about the latest trends by smart networking with peers
from the same industry.
30
Learn as much as you can
Choose a niche
Do your own projects
Create a Portfolio
Take Internship
(6) Learn as much as you can
Even though you have completed a certification in Data Science and feel you are good to go, think
again. Data Science is a vast field with new developments happening every day. Stay updated, try to
gather new skills and strengthen your basics as much as possible. The best part about this is, you
don’t have to spend a fortune doing this. There are plenty of reliable online resources and
informative books & journals for the same. Sign up for one of themand gather as much knowledge as
possible. To gain more pragmatic knowledge, try to network with experts from the field and learn
about real-world challenges.
(7) Choose a niche
Data Science is one of the most talked about jobs today and there are hundreds of candidates
competing for the same job. The best way to stand out of the crowd is to choose an area of
specialization such as Data Visualization, Web scrapping, NLP etc. This shows your keenness in
learning various aspects of Data Science and convinces future employers that your knowledge and
specialization will be an asset to the company.
(8) Do your own projects
Data Science is all about showcasing your skills rather than just talking about your knowledge. The
recruiters want to see your expertise and experience in handling data-related projects. However,
considering you are a fresh Data Scientist, it is unlikely that you will have a huge body of work to
showcase. But, you can still attempt in your own way. In whichever organisation you are working
currently, you can try to do work on the available data set and build models. Initially, you can start
with techniques to include data in your day-to-day work and proceed slowly. This is something you
can showcase to your prospective employers as well. Even though this is a miniscule step, it will
convince them about your orientation to take organisational decisions based on data.
(9) Create a Portfolio
Once you get used to data you can try to work on independent projects and showcase them on
different platforms such as GitHub and Kaggle. The types of project that you need to include in your
31
portfolio are: Data Cleaning Project, Data Storytelling Project, Data Visualisation Project, Machine
Learning Project and a complete project that showcases all the aspects.
(10) Take internship
Just like a research scientist, an employer expects a Data Scientist to be able to build a hypothesis,
collate data and run an experiment to validate a hypotheses. If you take an internship in a Data
Science lab, research institute or a university, you can showcase your strength in academics and
scientific research-oriented field.
(11) Target a small to medium enterprise
Eventually everyone wants to join a big organisation and it is very natural to do so. However, when
you start off, you can focus more on joining a small to medium enterprise. This is because which has
Senior Data Scientists occupied with lesser but quality projects, who are more available to guide you.
Hence, you are better placed there in terms of learning and development. Also, smaller companies
have limited resources to undertake projects; hence they are more open to candidates even with
limited practical experience.
Chapter 10: What does it take to become a Data Scientist?
32
You cannot become a Data Scientist overnight. The skills and expertise to become one are acquired
over a period of time. While certain skills are inborn, there are others which need to be learnt.
Before you set out to become a Data Analyst and dream of making it big in your career, you must do
thorough introspection. Ask yourself, “Do I have it in me to become a successful Data Scientist?”. To
seek honest answer to this question, take a look at the qualities that you must actually possess to
gain a foothold in the world of data.
Here is a list of qualities that are a must if planning a career in Data Analytics:
Technical Skills
Programming Languages: This is the core of Data Analytics and if you are not from the IT
background, you must invest your time on Python, Java and C++. Python is quite immensely in Text
Analytics. Big Data calls for a lot of scripting and Python is the most used scripting language that you
can learn. Another language that you may consider learning is Scala because of its compatibility with
Apache Spark and Hadoop.
It is not mandatory to learn every programming language but you must be well-versed in the ones
that are widely used.
Machine Learning and Artificial Intelligence: Who doesn’t want a well-rounded employee? Today,
most of the organisations are in a race to recruit an Analyst who is also adept at Machine Learning
and AI. If you get trained on Machine Learning and Artificial Intelligence, you will be able to work on
neural networks, reinforcement learning, adversarial learning, decision trees etc. and be an
invaluable asset to the company.
Quantitative Analysis: Data Analytics is all about numbers and it is a no-brainer that you must
possess strong grip on quants. If you belong to the maths and statistics background, you will have an
edge over the others, and handling quantitative analysis will be relatively easy for you. The prospects
will be brighter for you if you get acquainted with tools such as SPSS and R.
Proficiency in mathematics, linear algebra, calculus as well as probability and statistics, makes you
ready to take on any quant challenge.
Data Mining: Data Analytics professionals with good data mining skills and experience are in high
demand. Some of the data mining tools that are used extensively by industry are Rapid Miner,
KNIME, or Apache Mahout. Therefore, it is wise to invest your time to up your Data Mining skills.
NoSQL and SQL: Traditional SQL is the base of Data Analytics but it is now being replaced by NO SQL
databases such as MongoDB because of more efficient storage and access capabilities. Since, more
employers are looking for people with these skills, mastering NoSQL database will enhance your
prospects.
Data Visualization: As we know that the whole story actually begins after the Data analysis is
completed. The analyst has to convey the results to the stakeholders, leadership and clients. For this
you must be well-versed with data visualization tools like QlikView, Tableau etc. These tools help you
to present your findings in the graphical form.
Knowledge of business domains: As a Data Analyst you have to work as a part of the team and not
in isolation. Hence, it is a must that you have a good understanding of the business verticals like
marketing, finance, sales, distribution, operations, pricing etc. This will make it easier to understand
the business problem at hand and produce better results.
33
Inborn Skills
If you are someone who loves numbers and decoding the story behind them, analytics is for you. Are
you always inquisitiveness, have a logical argument behind everything, talk more in numbers than in
words and love to join the dots, there is an Analyst hidden inside you. Data Analysts are someone
who run behind reasons, and are always exploring new things and drive those around them
absolutely crazy with their questions.
Take a look at the inherent qualities that a Data Analyst/ Scientists usually has:
(1) Pure love for numbers
(2) Inquisitiveness
(3) Skilled Storyteller
(4) Extraordinary communication skills
(5) Ability to trace a pattern in things
(6) Ability to forecast course of actions
(7) Good interpersonal skills
Chapter 11: Top 10 Jobs that Require a Knowledge of Data

Analytics
Share of Data Analyst categories in each industry
34
Source: IBM Analytics
This is the best time to join the workforce of Data Analytics industry. The landscape holds extreme
promise, there are multiple opportunities across industries and this is one of the best time to
explore your inner potential as a Data Analyst. Apart from the regular profiles, there is also a large
number of unconventional roles, remote working options as well as opportunities for self-
employment. Since the demand for Data Analysts surpasses the supply, many companies are more
than willing to pay a premium to have experienced Data Analysts on board.
As you have already gathered or are on the verge of gathering a wide range of skill set, you need to
get a picture of what are the opportunities that are lying ahead of you. So, here we are. These are 10
of the hottest job profiles that a Data Analyst can explore:
(1) Functional Analyst: These are professionals which utilise data-driven models to solve domain
related problems. Some of the analysts perform crucial roles in insurance, business management
analysis, financial analysis, operational analysts etc. This means he is a Business Analyst who
specialises in a specific technology, domain, and business area. Because of their expertise in a
particular area, they are expected to be aware of every specification such as attributes, and
functions of the field. Data projects the growth in such jobs in 15% per year.
(2) Operations Analyst: Also known as consultants, Operations Analyst are mostly found in large
companies. Operations Analyst deals with the internal process of any organisation which means
systems reporting, distribution, process establishment, product manufacturing and the overall
streamlining of a business. The professional should be a Data Analyst in general who has
theknowledge of the business as well as the technical systems. This job is not just focussed on data
but a holistic handling of analytics.
(3) Data Engineer: Data engineers are the professionals who are mostly concerned with voluminous
datasets and entrusted to optimise the entire infrastructure around the process of Data Analytics.
The job is mainly process oriented so that the process of analytics becomes more efficient. The Data
35
Engineers might also be involved in upgrading database information to solve queries at a faster
speed.
(4) Product Manager: A Product Manager is the one who is responsible for the product at every
stage right from the conception to every step of the Data Analytics. When the product is conceived,
you need to analyse the current market trends and the problems to solve. As the product matures
and grows in demand, as a Data Analyst you need to study the data and find out what improvements
you would want to bring so the product performance improves.
(5) Quantitative Analyst: If it’s a financial firm, they will always search for a Data Analyst with
immense grip on the quants. This means they will look for a Quantitative Analyst. This is a highly
coveted job wherein the Data Analysts find out potential investment avenues or resolve risk
management issues. After a successful stint in the corporate world, the Quantitative Analyst can also
start an independent business related to commodities trading, exchange rates, stocks etc.
(6) Analytics Consultants: Data Analysts/ Data Scientists with a rich industry experience can rise to a
level of Consulting in later stages. An Analytics consultant is the one who advises and provides
insights to a company to run its business better. They can be from a particular industry or specialise
in a mix of industries. As an Analytics consultant, you may be associated with a single company or
may work on an assignment/ project basis with different companies. This profile is most suitable for
those who do not like to work in any fixed organisation and have gained rich knowledge in a
particular sector.
(7) Digital Marketer: Yes, it might sound a little surprising but Data Analytics also finds application in
Digital Marketing. To be successful as a Digital Marketer, your ideas, campaigns, and marketing
strategies has to be based on data. Understanding how the campaigns are being received by the
viewer’s forms the major part of the data analytics. For this profile, you must also be a certified
Digital Marketer who has the experience of being a Data Analyst. A Social Media/Digital Analyst is a
comparatively new profile which is fast gaining popularity and will be in huge demand in the times to
come.
(8) Project Manager: A Project Manager is the one who is entrusted of complete managing and
supervising the entire project from the scratch. The Project Manager has to see whether the project
in place is following an efficient guideline or not. If not, the Project Managers needs to involve
processes that increase productivity. This position is usually found in large corporations and is suited
to professionals with a knowledge of Data Analytics and Management Consulting. The Project
Managers can also rise to the positions of Product or Supply Chain Managers.
(9) Healthcare Analyst: There is a huge demand for Healthcare Analysts in India these days, as the
country is striving to achieve better health standards for its citizens. Healthcare Analytics is a branch
that combines data science, health informatics, statistical modelling, etc. In large hospitals like
Appollo, Fortis and Wockhardt, there are many Healthcare Analysts who work to study the internal
and external data to reduce the incidence of chronic illnesses and improve the offerings of the
hospital.
(10) Logistics and transportation analyst: This is the age of e-commerce and biggies like Amazon,
Flipkart, and Big Basket etc. demand specialised Logistics Analyst to streamline their transportation
process. This is an ideal career path for individuals who have an eye for details, are logic-oriented,
have a technical bent and good forecasting abilities. Logistics or Transportation analysts identify the
best path for the products to be delivered. They utilise large amount of data to study the pattern to
optimise transportation of physical goods and eliminate logjams in transit.
36
Chapter 12: Types of analytics companies
Owing to the faster adoption and huge demand for analytics, there are a large number of
organisations in India which want to harness the power of Data Analytics. The established as well as
the small companies both have played a great role in creating a strong foothold of Data Analytics in
India. According to Analytics Magazine, there are predominantly three types of Analytics firms in
37
India: (1) Full service outsourcing (37%) (2) Boutique Analytics (47%) and (3) Training & Education
firms (4%) (4) Staffing firms in analytics (1%).
The Analytics Magazine has further stated that Bengaluru has more than 30% of the analytics firm
located there, followed by Delhi NCR at 26%. Mumbai has around 17%-20% of the analytics firms in
India.
While, the Analytics Magazine has its own criteria of classifying the Analytics firms, there could be
many more factors to classify Analytics firms. Let us look at a different method of classification
below:
General-Broad services Specialised Services Captive Units

IBM Analytics Mu-Sigma (Sales, Marketing, HSBC Analytics
Supply Chain, and Risk
Analytics)
HCL Technologies LatentView (Marketing, Risk, Citi Bank Analytics
Customer Management)
Accenture AbsolutData (Consumer Nomura Analytics
Behavior Analytics)
Genpact Analytics Fractal Analytics (Customer American Express
Loyalty, Operations)
Cognizant Analytics iCreate (Banking Analytics) Fidelity Analytics
TCS Analytics Dunhumby (Retail Analytics) RBS Business Services
Wipro Analytics Global Analytics (Credit Risk, Barclays Shared Services
Financial, Lending)
Mc Kinsey Analytics 1. Manhattan Systems (Retail Amazon Analytics
Knowledge center Analytics)
Deloitte Analytics Nabler (Online Retail Analytics) Dell Analytics
PWC Analytics Capillary Technologies (Retail HP Analytics
Analytics)
ICRA Technology Services WNS Analytics (Marketing, Spencer Analytics
Consumer Behavior Analytics)
Opera Solutions Ipsos (Marketing Analytics) Dun & Bradstreet
Data Monitor Meritus (Marketing, Customer Caterpillar
Analytics)
EXL Services Datamatics (Financial, Dun & Bradstreet
Insurance)
Aegis Global8 Bridge i2i Experian India
Analytics (BehavioralModeling&
Resource Planning)
EVALUESERVE (Financial, Life
Sciences Analytics)
Boston Analytics (Marketing,
Consumer, Financials
Services Analytics,
8
Source: Analytics Career Centre Team at Ivy Professional School
38
The above list clearly shows that there lies a vast opportunity and there are varieties of functions
and role where the Data Analysts can be absorbed. There are a myriad sectors and domains which
have dedicated analytics firms. Hence, domain specialisation and sector expertise can give you an
edge over others.
Chapter 13: Conclusion (Data is the Future)
In whichever part of the world you go, it is definite that the future belongs to Data. We believe this
e-book has given you an understanding that in today’s business scenario, nothing is possible without
Data. Numbers have the sole capability to turn the course of business process towards absolute
efficiency and profitability. There is already a plethora of tools available to conduct advanced
analytics. We anticipate that in the coming days there will be more tools and techniques developed
9
Source: Analytics Career Centre Team at Ivy Professional School
39
which will aid in more advanced level of analytics. These tools will help the analysts to use a large
amount of data, perform faster analysis, generate deeper insights and solve much more complex
business issues.
So, if you have decided to make Data your career, sky is the limit. Little steps taken in the right
direction will lead to a rewarding and gratifying career. So, take the first step, strengthen what you
already know, revisit what you have forgotten and learn a lot about the things that are seemingly
new to you. Constant hunger for knowledge is the only way you can find your way to the top.
40

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Chapter 1: What is Analytics? ................................................................................................................ 2

1Did you know, “Numbers talk”? Yes, they

In the first graph we can see that 43% of the

Analytics is the process of assessing the data

A sneak peek into the process of Data Analytics

To mark a happening career in Business Intelligence, you need to develop a mix of

Hiring of Data Scientists across industries

Financial Services industry

Analytics in Financial Services Industry will help in:

Lloyds Banking Group is the first European bank to adopt

• Identify tax evaders and speed up the tax collection process

The problems that Healthcare analytics offers to solve are:

• Using patient’s data to generate reports and decipher actionable insights

• Forecasting grade of students so as to design a study plan effectively

(1) What is the result of marketing initiatives in today’s time?

(2) What are the areas of improvement?

(3) Where do we stand in relation to the competitors?

(4) Are we gaining maximum RoI?

(5) Are the marketing channels chosen as appropriate?

(6) Is the resource allocation for marketing optimal?

(2) Reducing attrition

(3) Optimization and management of workforce

(4) Building future leaders

(6) Performance analysis and appraisals

(1) Which goods/services have not performed well?

(2) Management of inventory

(5) Sales analysis of the competitors

Supply Chain management

• Determining Inventory status

The secret sauce to streamlined operations in an organisation is the integrated approach to

Why choosing a career is so important?

Who can choose analytics as a career?

Statistics about career in data analytics

Some of the other statistics on Big Data states that:

Analytics Jobs according to city

Why being part of this growing career will be beneficial to you?

The below mentioned graph highlights this point:

• Identifying the correct data sets and variables

A Typical Day in the life of a Data Scientist

Team Leader Ability to deal

Acquire a holistic skill set

Gain experience in large data sets

Learn the art of data storytelling

Get a business focussed mind set

Be updated about the latest developments

(2) Gain experience in large data sets

(3) Learn the art of data storytelling:

(4) Get a business focussed mind set:

(5) Be updated about the latest developments

Do your own projects

(7) Choose a niche

(8) Do your own projects

(9) Create a Portfolio

(10) Take internship

(11) Target a small to medium enterprise

Chapter 10: What does it take to become a Data Scientist?

(1) Pure love for numbers

(3) Skilled Storyteller

(4) Extraordinary communication skills

(5) Ability to trace a pattern in things

(6) Ability to forecast course of actions

(7) Good interpersonal skills

Chapter 11: Top 10 Jobs that Require a Knowledge of Data