Penetration and Maturity (PeMa) Quadrant

by Analytics India Magazine

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Data-driven solutions have become an integral part of firms across industries as they strive to improve decision-making or automate processes. Subsequently, the number of vendors providing analytics or related services has increased considerably in India over the last couple of years. Along with Big technology firms, multiple vendors with unique characteristics have grown and matured in their capabilities. Choosing the right organisation has become one of the most crucial decisions enterprises make. 

To assist enterprises in making this decision, Analytics India Magazine (AIM) has come up with the Penetration and Maturity (PeMa) Quadrant — an industry benchmark of vendor capabilities. AIM measures the key capabilities of leading service providers in terms of Penetration and Maturity and plots the relative positions of the firms on the PeMa Quadrant. This helps enterprises get a complete overview of the capabilities and experience of vendors available in the market and consider how they are stacked against each other.

How Does The PeMa Quadrant Work

Information Gathering

The study is a result of extensive primary and secondary research carried out across the market. The primary research details are collected by circulating a survey form across the firms providing analytics and data science services. The companies are surveyed and researched on several parameters such as the number of analytics employees, number of data scientists in the analytics team, number of clients served, new clients added in a year, sectors and geographies served, types of analytics services rendered, budget for analytics team, and revenue generated, among others. 

Evaluation & Scoring

Each of these parameters collected and researched through survey forms represents maturity or penetration and will be based on the inputs provided and the research conducted. AIM uses a  uniform set of evaluation criteria to score vendors on each parameter. The scale for this evaluation is relative and depends on what the best-in-class looks like for each criterion. Scores are normalised to take an average of the parameters and identify Penetration and Maturity indices that are then plotted on the PeMa Quadrant.


The PeMa Quadrant is plotted based on the Penetration and Maturity scores of the companies — hence the companies are placed in one of the four quadrants — Leaders, Seasoned Vendors, Challengers and Growth Vendors. 

  • Leaders – These are vendors with a strong market presence across industries or geographies and exhibit consistent growth. They have well-established teams that can deliver end-to-end services using state-of-the-art technologies. 
  • Seasoned Vendors – These are vendors with strong technical capabilities and consulting experience. While they also have a considerable market presence, they still need to catch up with the Leaders.
  • Growth Vendors – These are vendors with significant market penetration that have shown rapid growth in their revenues in the recent past. They are comparatively behind the Leaders in terms of the maturity of their delivery capabilities.
  • Challengers – These are the niche vendors that serve limited geographies but can become Growth Vendors by improving the marketing presence and optimising the portfolio.

The vendors not mentioned in the report either did not participate in the study or did not meet the minimum criteria to be scored and plotted on the PeMa quadrant.

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How To Use The PeMa Quadrant

The PeMa Quadrant can be used as a first step to understand the key capabilities of leading industry players that provide analytics or related services in and from India. 

The Penetration index in the Quadrant evaluates the headway a vendor has made into the market compared to its competitors. This can help enterprises get a broader view of the vendor’s customers and its growth within the industry. The Maturity index identifies a vendor’s progress in terms of the work it delivers. This can help customers decide which firms are positioned to help enterprises in the long haul. 

It is important to note that vendors in the higher quadrants are not always the best course of action when deciding on hiring analytics or data science services. Small vendors with a niche customer base can sometimes make a better case to help achieve the company’s long-term goals.

The use of graphical representations to highlight vendor capabilities using a uniform, impartial, and third-party assessment of data science firms can help enterprises quickly ascertain their capabilities and the suitability for their needs.

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