Augmented analytics uses machine learning and natural language generation to automate insights from data. It is expected to disrupt the growing data analytics market as platforms mature. The global augmented analytics market is projected to grow at a CAGR of 44.9% from 2018 to 2023. While current solutions are nascent, adoption is expected to grow exponentially in coming years as tools become more accessible. Major tech companies are leading in augmented analytics with startups also developing innovative platforms.

1. AUGMENTED ANALYTICS
- MARKET OUTLOOK

2. INDUSTRY OVERVIEW
• Augmented Analytics is an approach that
automates insights using machine learning
(ML) and natural language generation
(NLG)
• It is expected to be the next wave of
disruption in the growing data and
analytics market as the platform
capabilities mature
• Augmented analytics involves stages that
include data preparation and discovery
(stage 1), signal detection (stage 2), and
actionable insight generation (stage 3)
• Till date, businesses and enterprises have
been largely dependent upon data
scientists/analysts for analyzing their data
and providing actionable insights
• However, SMEs/SMBs have found it
difficult to leverage analytics as it is cost
prohibitive to hire data scientists/analysts
• Also, data scientists/analysts are prone to
biased outcomes or errors as they do not
analyze the entire datasets and most of them
not being business experts find it difficult to
relate analytical results to actual business
insights
• This is where augmented analytics steps in as
a solution for all size businesses who wish to
leverage their data
• Although current augmented analytics
solutions are at a nascent stage, their
development and application across all end-
use industries is expected to grow
exponentially in the coming 4 to 5 years.
• Market BI & analytics providers such as IBM,
Microsoft, Tableau, Qlik are at the forefront
of this technology with having already
accomplished stage 1 of the technology cycle
in their augmented analytics product
portfolio
• A number of startups such as H2O,
DataRobot, SparkBeyond and Tellius have
been leading the way with development of
innovative augmented analytics platforms

3. EXECUTIVE SUMMARY
• Augmented analytics is a next-gen data and analytics paradigm that uses ML to
automate data preparation, insight discovery and insight sharing for a broad range of
business users, citizen data scientists and operational workers.
• The augmented analytics market is a subset of the modern BI & analytics market,
which is a child market within the overall BI & analytics market.
• The global BI & analytics market is expected to grow at a CAGR of 7.7% during the
forecast period 2019-2023. Its sub-segment, the global modern BI & analytics market
is poised to grow at higher rate of 18.9% during the forecast period. However, the
modern BI & analytics market is analyzed to decelerate by 2021, owing to the
downward pricing pressure and stiff market competition.
• The global augmented analytics market is analyzed to expand at CAGR of 44.9%
during the forecast period 2019-2023 to account for USD 198.3 billion by 2023.
• As augmented analytics tools and capabilities become more accessible, data and
analytics leaders will need to adopt new approaches and develop strategies to
address the impact of augmented analytics on currently supported data and
analytics capabilities, roles, responsibilities and skills, and increase their investments
in data literacy.
• Establishing processes that encourage and require collaboration between expert
data scientists and citizen data scientists would aid in broadening adoption of
governed augmented analytics deployments in the coming years.

4. GLOBAL AUGMENTED ANALYTICS
MARKET SIZE & FORECASTS 2018-202326.7
44.9
71.9
107.0
146.7
198.3
73.3%
68.5%
60.1%
48.7%
37.1% 35.2%
2018 2019 2020 2021 2022 2023
Revenue (US$ Billion) YoY (%)
*Assumptions used for market estimates calculation in the next slide
CAGR 44.9%

5. Assumptions
• The market forecasts are derived from its parent market – Global BI & Analytics
Market; taking into account the market revenue share of one of its sub-segment,
i.e. modern BI & Analytics market, which is an umbrella market for the augmented
analytics market. Augmented analytics is analyzed to garner majority of the
modern BI & analytics market share during the forecast period.
• The modern BI & analytics sub-segment accounted for 22% of the total global BI &
analytics market revenue share in 2017 and is expected to account for 43% of the
total market revenue share by 2023.
• Further, the augmented analytics sub-segment accounted for 25% of the total
global modern BI & analytics market revenue share in 2017 and is expected to
account for 75% of market revenue share in 2023. This is owing to the fact that the
technology is analyzed to gain significant acceptance post 2018.
• In a couple of years from now, augmented analytics will be a dominant driver of
new purchases of BI, analytics, data science and ML platforms and of embedded
analytics.
• Also, the number of users of modern BI & analytics platforms that are
differentiated by augmented data discovery capabilities are expected to grow at
twice the rate and deliver twice the business value of those that are not.
• By 2020, NLG and AI are analyzed to be a standard feature of 90% of all the
modern BI & analytics platforms.

6. MARKET EVOLUTION
• The BI and analytics platforms have transformed from semantic layer-based (coding-based)
platforms in the 1990’s to visual-based data discovery platforms until lately. 2015-2016 marked the
rise of the augmented analytics concept and this was also recognized on the 2017 Gartner Hype
cycle as one of the most emerging and disruptive technologies to be witnessed in the near future.

7. MARKET DYNAMICS (1/2)
DRIVING FACTORS
• Positively impacts the RoI and TCO
for any size business by providing
unbiased and accurate actionable
insights
• Helps create Citizen Data Scientists,
thereby improving accountability and
empowerment among users
• Higher user adoption will aid in
improving social BI integration, data
popularity and data literacy
• Reduces dependency on data
scientists/analysts and IT teams;
thereby facilitating them to focus
more upon strategic issues and actual
analysis by eliminating mundane
tasks
IMPACT
Medium
High

8. MARKET DYNAMICS (2/2)
HINDERING FACTORS
• Technology still in its early stage and will
need at least 4 to 5 years to be
commercially viable and accessible to all
size businesses
• Non-availability of end-to-end augmented
analytics platforms with easy to use
interface for citizen data scientists or non-
analytical background users
• Lack of availability of skilled users that
combine analytical skills and business
sense to generate actionable insights
• Compatibility and ease of integration with
existing analytics technologies and datasets
• Reluctance to do away with pre-existing/
traditional analytical technologies
• Reduced adoption owing to lack of
awareness and the fear that the
technology may substitute data
scientists/analysts
IMPACT
High
Low

9. COMPETITIVE LANDSCAPE
• With the augmented analytics market being immature, the major player in this market
cannot be ranked or positioned. However, major tech-giants and budding start-ups have
been recognized below with respect to their recent advancements and developments in
this field.
• In the past couple of years, augmented analytics features have been integrated with
modern data science, BI and analytics and ML platforms. This is owing to disruptive
innovations from traditional BI vendors such as Microsoft, IBM and SAP as well as from
start-ups such as DataRobot and BeyondCore (acquired by Salesforce).
• A number of data preparation platforms are working towards ML augmented data
preparation, with vendors such as UniFi, Trifacta and Paxata leading the way.
• Apart from tech-giants in the data analytics market, a number of start-ups such as H2O,
DataRobot, SparkBeyond, and Tellius are also investing time and money to come up
with innovative augmented analytics solutions.
• The immense industry interest and significant developments indicate a bright and
promising future for augmented analytics. A number of Fortune 500 companies across
various end-user industries such as manufacturing, finance, life-sciences, e-commerce,
energy, internet and healthcare have already begun implementing and using these
cutting-edge analytics platforms for gaining accurate and unbiased actionable insights.
• Other major players in the augmented analytics space include Sisense, Salesforce, SAS,
SAP, Tibco Software, Thoughtspot, Birst, MicroStrategy, Oracle, Domo, and Looker.

10. SWOT ANALYSIS – KEY MARKET
PLAYERS (1/3)
STRENGTHS WEAKNESSES
Provides low-priced augmented analytics
solutions
Multiple products with different
functionalities need to be used
Robust product vision: Ease of use and
visual appeal driving adoption of solution
Users do not use Power BI for a range of
BI functions
Excellent customer reference and
satisfaction scores
OPPORTUNITIES THREATS
Improve product portfolio by providing
end-to-end augmented analytics solution
Stiff competition from tech-giants as well
as startups
Providing bundled product packages that
help customers make use of all Microsoft
functionalities at a lower cost
Sustaining profits in an extremely
competent and price-sensitive market
Microsoft (Products – Power BI)

11. SWOT ANALYSIS – KEY MARKET
PLAYERS (2/3)
STRENGTHS WEAKNESSES
Provides gold-standard interactive visual
exploration and analytic dashboard
Lack of complex data model support
Highly focused upon providing unmatched
customer experience
Limited pricing and packages options
offered
Provides flexible deployment options at
low costs
OPPORTUNITIES THREATS
Enhance product vision Downward pricing pressure from vendors
such as Microsoft
Provide customer-centric pricing and
packages with respect to augmented
analytics
Losing market share owing to highly
competitive market scenario
Tableau (Products – Tableau Desktop, Tableau Server, Tableau Online)

12. SWOT ANALYSIS – KEY MARKET
PLAYERS (3/3)
STRENGTHS WEAKNESSES
Leader in incorporating augmented
analytics into its products
New platforms have not gained enough
traction so far
Developed a all-in-one platform for its
users
Limited complexity of analysis offered by
its products
Large incumbent user base and a global
service network
Gaps in product capabilities
OPPORTUNITIES THREATS
Improve product portfolio by providing
end-to-end augmented analytics solution
Sustaining profits while providing low-cost
feature-rich products
Work upon sales execution and customer
experience
Highly competitive market environment
IBM (Products – IBM Watson Analytics, IBM Cognos Analytics)

13. REFERENCES
• https://www.zensar.com/blogs/2018/07/how-augmented-analytics-is-redefining-decision-making/
• https://economictimes.indiatimes.com/tech/software/analytics-bi-market-revenue-to-reach-304mn-
in-2018-gartner/articleshow/64462508.cms
• https://medium.com/analytics-for-humans/augmented-analytics-demystified-326e227ef68f
• https://www.forbes.com/sites/stevebanker/2018/01/19/the-citizen-data-scientist/#665111e62702
• https://www.elegantjbi.com/blog/what-is-augmented-analytics-and-why-does-it-matter.htm
• https://searchbusinessanalytics.techtarget.com/opinion/Augmented-analytics-reveals-the-hidden-
side-of-things
• https://www.sisense.com/blog/gartners-2018-magic-quadrant-next-generation-bi/
• https://www.itweb.co.za/content/rxP3jMBpDXPvA2ye
• https://imarticus.org/data-analytics-market-growth-and-scope-analysis-in-2018/
• https://www.informationweek.com/big-data/were-entering-a-new-era-of-augmented-analytics/d/d-
id/1329593
• https://emtemp.gcom.cloud/ngw/eventassets/en/conferences/bi13a/documents/gartner-data-
analytics-australia-augmented-analytics-2018.pdf
• file:///C:/Users/Aman%20Soni/Downloads/Gartner%20Reprint.pdf
• https://blog.capterra.com/augmented-analytics/
• https://www.birst.com/blog/augmented-analytics-cloud-next-wave-disruption-analytics-business-
intelligence-insight-gartner/
• https://techcircle.vccircle.com/2018/06/05/augmented-analytics-tools-usage-on-the-rise-in-indian-
enterprises-gartner
• https://www.mssbti.com/get-ready-for-the-next-wave-of-disruption-in-data-and-predictive-analytics/
• https://www.informationbuilders.com/look-whos-talking-about-bi-and-analytics-market
• http://www.dataversity.net/business-intelligence-analytics-trends-2018/
• https://www.forbes.com/sites/louiscolumbus/2018/06/08/the-state-of-business-intelligence-
2018/#3aed898b7828
• https://www.fourquadrant.com/go-to-market-bi-research/