The Hindu Business Line : AbsolutData sees good scope for analytics here

Bangalore, Aug. 31 AbsolutData Research and Analytics, which offers services in market research and advanced analytics to global clients, is eyeing the Indian market with glee.

Ms Sudeshna Datta, Co-Founder, AbsolutData Research and Analytics, says, analytics, often seen as an offshoring job for global clients, seems to be slowly catching the fancy of Indian companies as well.

The Delhi-based firm, which predominantly works with US companies, has started working with a few clients in India and it hopes the number will increase in the days to come. (Analytics involves adoption of advanced statistical tools in various areas of research such as understanding consumer behaviour, customer segmentation, marketing mix and demand forecasting.)

Buoyed by the steadily increasing interest in India for analytics, AbsolutData has set up an India-focused division to cater to only domestic companies. It plans to ramp up headcount in the country to 800-1,000 (from 170 currently) in five years. It is also looking to open another office in India.

AbsolutData has around 50 clients; 85 per cent is from the US, and the rest is from Europe and Asia. Currently, it has four clients in India (from media, retail, FMCG and consulting) and the company hopes to have eight in about a year. While all the analytics offshoring is done in Delhi, the company’s business development and sales happens in San Francisco.

Globally, FMCG and consumer goods companies have been traditional users of analytics. New emerging sectors such as retail, e-commerce and media are now opting for analytics in a big way, says Ms Dutta.

While 40 per cent of AbsolutData’s clients are consumer packaged goods companies, emerging sectors include retail, e-commerce companies (like eBay) and telecom sectors.