Summer Internship Project Report On

HR ANALYTICS OF
Z1 MEDIA

Submitted by:

Manas Gupta

2k20/BBA/89

Under the Guidance of:

Anshul Ujlayan

Associate Professor

UNIVERSITY SCHOOL OF MANAGEMENT

& ENTREPRENEURSHIP
Delhi Technological University

November 2022

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 CERTIFICATE
I. Offer Letter

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II. Experience Certificate

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III. Letter Of Recommendation

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 DECLARATION
I Manas Gupta of BBA solemnly declare that the report is based on my work carried
out during the course of our study under the supervision of my supervisor. I assert the
statements made and conclusions drawn are an outcome of my research work. I
further certify that the work contained in the report is original and has been done by
me under the general supervision of my supervisor

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 ACKNOWLEDGEMENT

It gives me immense pleasure to express our sincere gratitude to the University School
of Management and Entrepreneurship, Delhi Technological University for immaculate
guidance, invaluable suggestions, and constant encouragement throughout the
course of this Summer Internship Report. This overwhelming attitude to help the
students had been solely responsible for the completion of the Summer Internship
Report.

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 ABSTRACT

My summer internship was with Z1 Media Private Limited, a technology-first company

that strives to innovate digital advertising and marketing to streamline automation in
favour of humankind. My role was HR Analyst. In that position, I had to assist the HR
Department by generating reports which help them to close the open position earliest
I helped Company with the role of python developer and the role is closed within 10
days

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TABLE OF CONTENT

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 INTRODUCTION
1.1. Industry Profile

• Futech Internet Private Limited is a Private incorporated on 22 February 2018.

• Its authorized share capital is Rs. 100,000 and its paid-up capital is Rs.
100,000.

• It is a private limited business with headquarters in Gurugram, Haryana

• It comes under Ad tech Service Industry

About Ad Tech Industry

• Ad tech (sometimes called AdTech) is an umbrella word that refers to

advertising technology. Ad technology refers to a broad range of devices and
computer programmes that are used by marketers to reach potential
customers with their advertisements. Publishers automate the monetization of
their inventory with adverts using platforms for advertising technologies. From
the three steps of media buying and selling to doing analysis and improving
their advertising efforts, ad tech aids organisations in planning and carrying
out marketing strategies. The foundation of the programmatic advertising
sector is ad tech software. It makes possible multichannel marketing plans,
customised advertising, and many other cutting-edge marketing practices
possible.

Trends

• The worldwide ad tech business and digital marketing have seen tremendous
transformation in the last 12 months. Given that the bulk of their efforts are
based on cookies, marketers must deal with a considerable change in
targeting and measurement. As a result, Google's decision has allowed
publishers and marketers more time to come up with fresh ideas. Publishers
have also started searching for the finest AdSense alternatives and
investigating other available possibilities as a result of these cookie limits and
the advent of tougher privacy standards. Here are my forecasts for the ad
tech sector for the year 2022. The main industry trends for 2022 and beyond
would revolve around, India and other global developing economies ready for
ongoing expansion.

Ad-tech investment grew 208% to $8 million in CY21, giving India a boost.

• The advertising technology (ad-tech) sector appears to be the new favourite

among investors as digital advertising takes centre stage. Data from venture
capital tracker Tracxn shows that financing for the ad-tech industry increased
from $2.6 million in CY2020 to $8 million in CY2021, an increase of nearly
208%. As of now, the sector has raised a total of $3.8 million for CY2022.

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 "Over a 10-year horizon, the sector's compound annual growth rate (CAGR) is
anticipated to be in the nine to 13% range. In the last 18 months, growth and
investment in this sector have surged due to the current focus on customer
experience management (CXM), intelligent automation, and fostering
improved consumer engagements, according to Gautam Mehra, co-founder of
SaaS firm ProfitWheel.

• According to research by the advertising firm Densu, India's spending on

digital advertising increased 35% between 2020 and 2021 to reach Rs 21,353
crore, up from Rs 15,782 crore. The survey further predicted that by the end
of 2023, spending on digital advertising will total Rs 35,809 crore. "Over the
next four to five years, the ad-tech industry will grow rapidly. According to
Karthik Venkateswaran, co-founder and CEO of Zocket, an ad-tech SaaS
platform, "from a platform standpoint, the key will be to innovate continually
and deliver technical solutions to ensure that digital advertisements can be
used efficiently."

• Ad-tech companies assert that the money they've received has gone mostly
into expanding their skills and developing new products. According to Anand
Gopal, COO of Voiro, "Investments raised are largely used as smart growth
capital and are being used in increasing product capabilities as well as in
driving global expansion and go-to-market (GTM) efforts." Similar to this,
Profitwheel plans to use the cash collected to develop and improve its primary
product offering, which enables advertisers to better understand their
audience by looking at sources like Google, Meta, TikTok, and Snapchat,
among others. After that, it seeks to find solutions for enhanced audience and
insight investment techniques.

• Some of the leading investors in the industry were also identified by the
Tracxn data. These include, among others, Modulor Capital (Botman), Mela
Ventures (Voiro), Pivot Ventures (ProfitWheel), and Singhal Family Charitable
Foundation (invested in ProfitWheel) in CY2021. JITO Incubation and
Innovation Foundation, IPV, Kalaari Capital, and Kettleborough VC are
currently the top investors for CY2022. The three most well-funded startups in
CY2022 are Com Olho ($2,41,000), Coffee ($5,16,000), and Zocket ($3.4
million).

• Although the sector is still expanding, industry insiders think that the price
strategy is still preventing widespread acceptance. Digital marketing firms
typically control the ad-tech market and charge about 25–30% commission for
such services, according to Karthik. The key to lowering the price to about five
or ten percent is a self-service ad-tech platform that enables marketers to
manage their campaigns directly. Technology will lower costs across the
board for advertising, he added.

• Gopal believes that while the ad-tech industry is competitive, quality will
always command a premium from both businesses and consumers. The
sector will continue to develop, he added, "to a point where technology
minimises revenue leakage via fraud or inefficiency, ensuring that the proper
price can be obtained and value drivers continue to be rewarded.

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 1.2. Organization Profile

About Z1 Media

• Z1 Media is a fast-growing technology company which innovates and

operates cutting-edge media and advertising platforms.

• Products reach more than 300 million users every month and serve petabytes
of rich media content.

• Believe in trying to play where the technology is going, not where it has been.
This has enabled us to bet on the future and build successful brands
like VDO.AI, Receptix and NewsD.

Mission

• Our mission is to build for the future. We believe in trying to play where the
technology is going, not where it has been. This has enabled us to bet on the
future and build products which we believe should exist many years down the
line.

• Technology has made it cheaper and faster to build, learn and rebuild. We
have a fast-paced, technology-driven and user-centric culture and we believe
in aggressively pushing the limits of what is possible, now.

About Founder

• Amitt Sharma, the founder and CEO of VDO.AI, discovered his love of
technology while he was just a teenager. He started his first business at the
age of 15. He started creating software products—utilities and games—that
assisted and amused people, some of which went on to amass millions of
users worldwide. Under the auspices of Z1 Media, Amitt and Arjit Sachdeva
created VDO.AI in 2018.

• In the past, he cofounded SuperSource in 2007 for software development and

online marketing, produced and sold Zomobo, a real-time multimedia
encyclopaedia in 2011, and established and sold StatMyWeb, a platform for
third-party site statistics. Z1 Media serves as an innovation hub for developing
digital media and advertising goods. He decided to launch VDO.AI in 2018
because he saw a future with video advertising.

• The genius has so far created over 30 items over the course of the previous
13 years, sold two businesses to multinational corporations in Australia and

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 the USA, filed for two patents, and published five research articles in IEEE,
the top tech publication in the world.

• VDO.AI was developed at a time when the media industry was about to
undergo significant change and Amitt foresaw a sea change, expecting videos
to be the in-thing for businesses to attract attention, arouse desire, and spur
customer action. This gave AI an advantage over other players.

• In order to give businesses with cutting-edge technology that would empower

them to drive engagement and revenue, he established VDO.Ai in 2018. Web
publishers may now take use of the potential of video content thanks to
VDO.AI, a one-stop innovator in the digital advertising market.

• Venture gives advertisers the ability to create tailored advertisements and

profit more from their investments, increasing their monetization by up to 50%.
Over 500 million people have already used the site, and it generates over 5
billion monthly video impressions for revenue. It collaborates with more than
1200 web publishers, runs branded video content from more than 5500
premium advertisers, and streams more than 15 petabytes of high-quality
video material each month with the least amount of latency.

• In Silicon Valley and India, some of the biggest brands it is linked to are
Airbnb, Netflix, Uber, and Indian media companies like Jagran, India TV,
Patrika, Deccan Herald, The Hindu, Scroll Media, etc.

• With prospects that no one could have imagined coming knocking at his door,
the young business prodigy rose to unprecedented heights. Even as my
contemporaries were taking entrance tests and choosing their careers, I had
the chance to work with some of the top names in the IT industry. I developed
a smart space glove while I was an innovator for space apps at NASA, which
uses natural hand motions to detect EMG motor neuron activity. I also view it
as a privilege to have collaborated on creative solutions with academics and
students from the MIT Media Lab.

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 1.3. Job Description

Z1 Media

Job Title: HR Analyst

Department: Human Resource

Reporting Manager: Pranjal Gupta

Job Duties:

• Drive data-led decision-making through periodic reports out of key people metrics

• Prepare Dashboards and provide analysis of the data available

• Monitor attrition levels and implement an innovative attrition control mechanism

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1.4. Tasks/Projects

• Provide historical information on instances of overhiring and underhiring to

help firms create more effective long-term hiring strategies.

• Provide statistics on the length of time it takes to fill particular positions within
the company so that departments can be better prepared and informed when
the need to hire occurs.

• Roles Handling – Python Developer

Chief Revenue operations
Associate Director Media Buying
Entrepreneur in Residence
Associate Content Writer
AVP Finance

• Identify candidates with attributes that are comparable to the

top-performing employees in the organization.

• Enable fast, automated collection of candidate data from

multiple sources.

• Handling ATS – Lever, Naukri,

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 OBJECTIVES OF THE PROJECT
UNDERTAKEN

OBJECTIVES FROM THIS INTERNSHIP

The goal of this internship was to obtain experience working for a corporation while
also working in an organisation and learning how it runs. The project for the summer
internship has the following goals:

• Internships are a great way to gain experience in a particular industry while

learning about a company and a profession. It's important to take into account
both favourable and unfavourable perceptions about the company and the
position. The internship helps me understand how a company runs and helps
me determine what I want from a job in the future. The summer internship is
the ideal time to try things out and figure out my needs and wants.

• Building a Personal Brand: Working as an intern for a company will benefit me

in the future with my resume. A person gains knowledge of many roles and
assists in achieving a variety of goals while participating in an internship. This
entails developing existing abilities as well as picking up new ones. Working
for different departments and interacting with them is one way to learn how
they function and how different departments work together to improve an
organisation.

• Growing my network: Internships assist in connecting with potential mentors

and career role models who can provide guidance, criticism, and support.
Additionally, it aids in growing the network and contacts of professionals.

• Opportunities for Improvement: Using business theories and concepts to

guide decision-making in the actual world is facilitated through an internship.
Additionally, it aids in developing and enhancing skills in teamwork,
technology, corporate communication, and quantitative thinking. Additionally,
it aids in developing a stronger sense of social responsibility, a professional
demeanour, dedication to moral behaviour, and a superior work ethic.

OBJECTIVES OF THE STUDY

In this summer internship project. I intend to know about the Hr analytics of Z1 Media

Following are the primary objectives from the study:

• What is HR analytics? What is its importance?

• What is the process of HR analytics?
• What are the possible HR questions that can be answered by HR analytics?
• What are the challenges that exist for HR analytics?

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 LITERATURE REVIEW

• (2015) Kirtane - HR analytics is an integrated process that raises the

effectiveness of people-related choices, which benefits both individual and
corporate performance. The majority of HR analytics relies on statistical
techniques and analyses, and it needs high-quality data, well set targets,
competent analysts, leadership, and widespread acceptance that analytics is
a valid and practical means to boost performance.

• As in Lochab et al. (2018), Dooren, (2012) The application of statistical

techniques and experimental approaches based on metrics of efficiency,
effectiveness, and impact to understand and evaluate the causal relationship
between HR practises and organisational performance outcomes (such as
customer satisfaction, sales, or profit, etc.), and to provide legitimate and
reliable foundations for human capital decisions with the aim of influencing
business strategy and performance

• Reddy and Lakshmikeerthi (2017) - Evidence-based HR (EBHR) is a

decision-making process combining critical thinking with the use of the best
available scientific evidences and business information. It uses data, analyses
and research to understand the connection between people management
practices and business outcomes, such as profitability, customer satisfaction
and quality

• According to Boudreau and Ramstad (2004) and Levenson (2005), HR

analytics is about statistics and research design, but it also entails formulating
meaningful questions, gathering relevant data from both inside and outside
the HR function, using that data appropriately, setting the proper standards for
rigour and relevance, and improving HR's analytical capabilities across the
organisation.

• According to a study on the adoption of HR analytics in organisations by Lije

George and T. J. Kamalanabhan from 2016, the growth of the business
analytics software market, which was estimated to be worth $40 million
globally with a growth rate of 6.5%, is another indicator of the popularity of
business analytics.

• Workforce analytics Market Analysis, by Solution Type (Solution, Services),

by Services (Managed, Consulting, System Integration), by Deployment, by
Organization, by Application, by Region, and by Segment Forecasts, 2018 to
2025 Date Publish: June 2017 - 2016 is the Base Year for Estimates. - GVR-
1-68038-947-0 Report ID - Electronic (PDF) - Prior Information: The size of
the global market for workforce analytics was estimated to be USD 430.9
million in 2015.

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