The goal of this section is to highlight the major areas of the analytics industry, provide a classification of different kinds of industry players, and show the types of opportunities available to analytics experts. The section (and the book) wraps up with reflections on how professionals can move between various clusters.
There are three types of analytics.
Analytics Industry Clusters
This section identifies different analytics industry participants by grouping them into categories.
👉 Important note:
- The list of company names is not exhaustive.
- Mention of a company in one group doesn’t mean that’s their only activity.
- Names are included only to illustrate the sector, not as a full directory.
The big takeaway is that there are many diverse possibilities for working in the analytics industry. You can start in one cluster and move to a completely different role later. Many organisations also operate in multiple areas, which creates room for both lateral and vertical migration within the field.
The diagram (not included here) shows nine key sectors or clusters in the analytics ecosystem.
- The first five groups are mainly technology providers. Their revenue comes from building technology, solutions, and training for organisations.
- Accelerators (academics + industry organisations) help both providers and users.
Now let’s break down each cluster and some examples.
1. Data Infrastructure Providers
This category includes all the big players in data hardware and software.
- Hardware giants: IBM, Dell, HP, Oracle.
- Storage solution vendors: EMC, NetApp.
- Integrated software vendors: SAP.
- Database software: Microsoft SQL Server.
These companies provide the foundation of database computing.
Also included are:
- Database appliance suppliers
- Service providers
- Integrators
- Developers
With cloud computing, new players like Amazon and Salesforce.com became key by offering storage and data solutions. Big Data firms such as Cloudera and Hortonworks also fall here, as they provide Hadoop clusters, MapReduce, NoSQL, and training.
Bottom line: These organisations supply the fundamental infrastructure behind analytics.
2. Data Warehouse Industry
Different from infrastructure, this cluster focuses on integrated data from many sources so companies can extract value.
- Big names: IBM, Oracle, Teradata.
- Recent advancements: in-memory analytics.
- Academic alliances: EMC, Microsoft, Oracle, SAP, Teradata all have programs to help students learn.
They are the backbone of the analytics industry, collaborating with other clusters to deliver complete solutions.
3. Middleware Industry
Middleware’s role is to make sense of consolidated data and provide easy reporting and analytics tools.
- Examples: MicroStrategy, Plum.
- Acquisitions: Oracle → Hyperion SAP → Business Objects IBM → Cognos
Focus has been on descriptive analytics and reporting, which is a core part of Business Intelligence.
4. Data Aggregators / Distributors
These companies collect, aggregate, and deliver data, often in specific industries.
- Nielsen → retail buying behavior
- Experian → household data
- Omniture → web clickstream data
- Comscore → web + media analytics
- Google Analytics → website tracking
There are also hundreds of smaller niche firms offering similar services.
5. Analytics-Focused Software Developers
These companies develop analytics software using warehouse or platform data. Includes:
- Academic researchers (developing algorithms).
- Vendors building general-use analytics tools.
a) Reporting / Analytics
- Microsoft SQL Server BI Toolbox (reporting + predictive features).
- Tableau → data visualisation.
- SAS Visual Analytics.
- Plus hundreds of open-source visualisation tools.
b) Predictive Analytics
This area has exploded in recent years.
- SAS, SPSS → pioneers in predictive analytics.
- IBM SPSS Modeler, SAS Enterprise Miner.
- Other players: KXEN, Statsoft, Salford Systems.
- Open-source: R, RapidMiner.
- Alteryx (analytics workflow sharing).
- Specialist firms: Rulequest (decision trees), NeuroDimensions (neural networks).
c) Prescriptive Analytics
Focuses on optimisation and decision-making.
- IBM (linear + mixed-integer programming, ILOG acquisition).
- SAS/OR tools.
- FICO (XPRESS).
- Vendors: AMPL, GAMS, Gurobi, Lindo Systems, Frontline.
- Simulation: Rockwell ARENA, Sirnio, Palisade.
- Decision analysis: Expert Choice.
- Big Data + optimisation: Teradata Aster.
These tools help organisations move from “what happened” to “what should we do.”
6. Application Developers / System Integrators
These firms build custom solutions for industries or organisations by integrating existing technologies.
Examples:
- Cerner → healthcare analytics (EMR, injury management).
- IBM Watson → fraud detection, healthcare diagnostics.
- Sabre Technologies → travel sector optimisation.
- Axiom → household clustering for marketing.
- DemandTec (IBM) → retail price optimisation.
Also includes many start-ups:
- Sense Networks, X+I, Rapleaf, Bluecava, Simulmedia → web/social/location analytics.
- Shazam (song recognition).
- Siri, Google Now (voice recognition).
This is the fastest growing analytics sector thanks to new tech + start-up culture.
7. Analytics User Organisations
The demand side that drives the entire industry.
- Corporates, governments, education, military.
- Roles for analytics experts differ by industry.
- Leadership (CEOs, CIOs) play a big role in adoption.
Example: A health insurance firm built analytics tools to cut fraud, manage costs, and promote wellness.
Almost every large organisation is now hiring analytics specialists.
8. Analytics Industry Analysts and Influencers
Three subgroups:
- Professional organisations – e.g., Gartner, TDWI.
- Professional societies – e.g., INFORMS, AIS-SIGDSS.
- Ambassadors/influencers – authors and thought leaders like Tom Davenport, Steve Baker, Claudia Imhoff, Bill Inman, Charles Duhigg, Malcolm Gladwell.
They publish, promote, and shape analytics adoption.
9. Academic Providers & Certification Agencies
This cluster supplies the talent pipeline.
- Universities (business schools, CS, stats, math, engineering).
- Certificate programs for professionals.
- Certification by vendors (IBM, Microsoft, SAS, Teradata, etc.).
- CAP (Certified Analytics Professional) by INFORMS.
Demand for qualified analytics graduates currently exceeds supply.
Final Thoughts
We mapped out nine clusters that make up the analytics industry:
- Data Infrastructure
- Data Warehousing
- Middleware
- Data Aggregators
- Analytics Software Developers
- Application Developers & Integrators
- User Organisations
- Industry Analysts & Influencers
- Academic Providers & Certifications
Professionals can move across clusters — from providers to consulting, from academia to industry, and so on.
The analytics sector is buzzing with opportunities, making it an exciting space for both students and professionals.
