Key Findings & Highlights:

The global analytics CMS market is growing faster than the overall CMS outsourcing market. are today offered will be offered by the majority of CMS vendors, as both embedded value add and Analytics-as-a-Service offerings.

Delivery models are dominated by offshore delivery, primarily from India, while vendors combine proprietary analytics platforms, frameworks, and applications, with third party tools and programming environments.

Currently, CMS clients primarily require operational analytics and customer experience analytics. But in the next four years, most CMS clients will reach analytics maturity beyond descriptive analytics, and will require predictive and prescriptive services with a focus on customer experience, sales, and retention. Key client needs will be predicting customer behavior, personalization of services, and micro-segmentation.

Used data sources include client CRM information, public data such as social media, with limited enrichment through third party sources. In future, vendors will combine big data with small data sources to achieve required levels of personalization.

Analytics technology will substantially improve its classification, adaptive learning, and AI capability to make use of cognitive analytics standard in high-volume transactional front-office services.