市场调查报告书
商品编码
1245702
客户智能平台全球市场规模、份额、行业趋势分析报告数据,按渠道、按行业、按部署模式、按组织规模、按组件、按应用程序、按地区展望和预测,2022-2028 年Global Customer Intelligence Platform Market Size, Share & Industry Trends Analysis Report By Data Channel, By Vertical, By Deployment Mode, By Organization Size, By Component, By Application, By Regional Outlook and Forecast, 2022 - 2028 |
到 2028 年,客户智能平台的全球市场规模预计将达到 83 亿美元,预测期内的复合年增长率为 28.1%。
为了全面了解客户旅程,客户智能平台允许企业从各种来源(例如网络分析、客户关係管理 (CRM) 系统和社交媒体)收集和存储消费者数据。这让这一切成为可能。 这是由于对定制客户体验的需求不断增加、向数据驱动的营销和广告的转变、对全渠道体验的需求不断增长以及对消费者数据整体视图的需求不断增长。有几个因素。
随着企业越来越了解客户数据在指导战略选择和改善客户体验方面的价值,客户信息平台市场最近不断扩大。 由于对可操作的消费者洞察的需求不断增长以及对个性化客户体验的渴望,该领域正在发展。
COVID-19 影响分析
由于 COVID-19 大流行,许多企业需要帮助以确保其员工能够访问准确的数据。 为了维持当前的商业活动水平,我们看到公司加大了对基础设施的投资,使用户能够访问其存储的数据。 此外,各个行业根据他们提供的服务和产品开发了远程工作方法。 例如,专注于获取新客户和留住现有客户的消费者业务必须严重依赖从现有客户那里收集的信息来保持健康的盈利能力。 因此,市场受益于 COVID-19 大流行的蔓延。
市场增长因素
需要全面了解消费者数据
为了最大限度地发挥大量消费者数据的价值,企业必须整合他们目前所知道和可以推断的信息,以构建真实的 360 度客户图景。 任何客户智能平台的核心都是使用来自整个企业的檔案、交易和行为数据,为每个客户建立一个单一、统一的客户檔案。 简而言之,客户智能平台的采用源于对全面了解消费者数据的需求不断增长。
扩大使用消费者情报技术进入市场
为了与消费者进行更丰富、更有成效的互动并加强决策制定,营销人员需要获取客户情报 (CI) 并分析有关目标市场活动细节的数据。 收集客户信息使企业能够访问关键数据,从而在当今以客户为中心的环境中提高竞争力、提高客户忠诚度并增加盈利能力。 企业可以使用预测和处方分析来改善消费者的选择,并使他们的战略适应不断变化的市场条件。
市场约束
未能有效利用消费者数据的组织
企业可以访问比以往更多的客户数据,但他们通常不知道如何处理这些数据。 这种数据洪流让企业的情况变得更糟,因为他们仍在使用无法满足其数据集成、标准化和质量目标的过时系统。 阻碍构建单一客户视图的另一个问题是数据质量差。 为构建单一客户视图而投入的时间和精力只有在获得准确可靠的数据时才有用。 这些因素可能不利于消费者情报平台的市场扩张。
组件视角
按组件划分,客户智能平台市场分为平台(不含服务)和服务。 平台(无服务)细分市场在 2021 年的收入份额最大的客户智能平台市场占据主导地位。 消费者数据管理的下一步是客户智能平台。 结合来自许多数据源的数十亿个数据点,以发现洞察力,为销售、商业、营销和服务中的业务用户提供服务和联繫。 公司在分析上花费了大量资金,但现在他们意识到他们还需要在数据治理和管理上投入资金,以避免做出不明智的选择并获得不希望的结果。它是
部署模式展望
根据部署模式,客户智能平台市场分为云端和本地。 预计到 2021 年,云部分将在客户智能平台市场中占据最高的收入份额。 可扩展性、灵活性、易于部署和成本效益只是基于云的客户智能係统提供的一些好处,所有这些都在推动企业接受云采用。 组织特别有兴趣使用云作为交付方式,因为它便宜且易于设置。
组织规模展望
根据组织规模,消费者智能平台市场分为大型企业和中小型企业。 到 2021 年,中小企业部门将在客户智能市场中获得很大的收入份额。 小型企业正在寻求通过具有成本效益的营销策略来扩展业务,以最大限度地提高营销投资的回报。 因此,消费者信息平台可以帮助小企业在预算紧张的情况下实现增长目标。 此外,随着技术进步和数字革命影响到许多行业,中小企业面临紧跟最新趋势和采用尖端技术支持其运营的压力。
应用展望
根据应用,客户智能平台市场分为客户数据收集和管理、客户行为分析、客户细分和定位、客户体验管理和个性化推荐、客户保留和参与、全渠道营销等。差异化。 在2021年的客户信息平台市场中,客户行为分析领域占据了很大的收入份额。 客户行为分析为收集、研究和有效利用客户数据提供了一个框架。 优化客户体验、定时消息、减少客户流失、提高转化率、增加客户生命週期价值等是客户行为分析推动细分市场增长的一些好处。
行业展望
基于垂直行业,客户智能平台市场分为 BFSI、零售和电子商务、医□□疗保健和生命科学、电信、旅游和酒店、政府和国防、製造、能源和公用事业、媒体和娱乐等。分为。 到 2021 年,零售和电子商务部门将在客户信息平台市场中占据相当大的收入份额。 消费者情报平台使商家可以轻鬆挖掘不断扩大的潜力。 客户智能平台支持基于对话式 AI 的客户服务、智能和自动化的定制体验、忠诚的客户参与和成本节约。
数据通道展望
基于数据渠道,客户智能平台市场分为网络和电子邮件、社交媒体、移动、呼叫中心、店内等。 2021 年,网络和电子邮件部分在客户智能平台市场中的收入份额最大。 客户信息平台使客户服务代表和其他员工能够在对话中快速理解、整合和使用关键信息。 此外,人工智能(机器学习、自然语言处理、自然语言理解)允许用户从网页和电子邮件中提取关键元素以供进一步调查。
区域展望
它按区域分析了北美、欧洲、亚太地区和 LAMEA 的客户智能平台市场。 北美地区在 2021 年以最高收入份额引领客户智能平台市场。 由于技术不断进步,北美的客户智能平台市场有望扩大。 此外,各地区客户智能平台进入者数量的扩大也有望成为市场扩张的一个因素。
市场进入者采取的主要策略是“收购”。 根据 Cardinal Matrix 中的分析,Microsoft Corporation 和 Google, LLC. 是客户智能平台市场的领跑者。 Accenture Plc、IBM Corporation 和 Oracle Corporation 等公司是客户智能平台市场的领先创新者。
The Global Customer Intelligence Platform Market size is expected to reach $8.3 billion by 2028, rising at a market growth of 28.1% CAGR during the forecast period.
Customer intelligence (CI) is gathering and analyzing specific customer data to determine the most effective methods to communicate with each client. Customers reveal information about themselves every time they connect with the organization in today's digitally driven environment, including their interests, demographic information, preferences, requirements, and wishes. Marketers that discover methods to use this untapped resource in their customer data can interact with each consumer in a manner that makes them feel valued, appreciated, and understood.
This results in goodwill, improved brand impression, word-of-mouth advertising, and enduring consumer loyalty. To suggest that understanding customer intelligence is essential for every organization to compete - and grow effectively - in this era of strong online competition and communications overload is not an exaggeration. To enhance customer experiences and promote corporate objectives, enterprises may use the Customer Intelligence Platform to collect, analyze, and act on customer data.
To give a complete picture of the customer journey, customer intelligence platforms enable businesses to gather and store consumer data from various sources, such as web analytics, customer relationship management (CRM) systems, social media, and others. There are several drivers, including the growing desire for tailored customer experiences, the transition to data-driven marketing and advertising, the increasing requirement to give an omnichannel experience, and the expanding need to acquire a holistic perspective of consumer data.
As businesses increasingly understand the value of customer data in guiding strategic choices and enhancing customer experiences, the market for customer intelligence platforms has expanded recently. The sector is increasing because of the rising need for actionable consumer insights and the desire for individualized customer experiences.
COVID-19 Impact Analysis
With the widespread COVID-19 pandemic, numerous companies required assistance to guarantee that their employees had adequate access to accurate data. To maintain their current level of commercial activity, companies were seen increasing their investments in infrastructure that grants users access to the data that they have accumulated. In addition to this, many different industries have developed methods for working remotely based on the services and products they offer. For instance, a consumer-oriented business that focuses on acquiring new customers and retaining the ones it already has must rely heavily on information collected from existing customers to maintain a healthy level of profitability. Thus, the market has profited from the outspread of the COVID-19 pandemic.
Market Growth Factors
The requirement to have a comprehensive understanding of consumer data
In order to maximize the value of vast volumes of consumer data, businesses must build an actual 360-degree image of their customers by integrating what they currently know and may infer about them. The core of the customer intelligence platform is constructing a single unified customer profile for each customer using profile, transactional, and behavioral data from across the companies. So, the adoption of customer intelligence platforms is driven by the growing requirement to have a comprehensive perspective of consumer data.
Increased use of consumer intelligence technologies to track market developments
In order to create richer, more fruitful interactions with consumers and enhance decision-making, marketers acquire customer intelligence (CI) and analyze data about the specifics of the activities of their target market. Gathering customer intelligence enables organizations to access crucial data, gain a competitive edge, increase client loyalty, and increase profitability in today's customer-centric environment. Companies may use predictive and prescriptive analytics to improve consumer choices and adapt their strategies to changing market conditions.
Market Restraining Factors
Failures of organizations to utilize consumer data effectively
Businesses now have access to an unprecedented quantity of client data, but they are often unsure what to do with it. Since firms still utilize outdated systems that make it impossible to fulfill their data integration, standardization, and quality objectives, this data flood has made things worse for businesses. Another problem that often thwarts attempts to develop a single customer perspective is poor data quality. The time and effort spent creating a single customer perspective is only helpful with accurate and trustworthy data. These elements could be detrimental to the market expansion of consumer intelligence platforms.
Component Outlook
By component, the customer intelligence platform market is segmented into platform (without services) and services. The platform (without services) segment dominated the customer intelligence platform market with the maximum revenue share in 2021. The next stage of consumer data management is the customer intelligence platform. It combines billions of data points from many data sources to reveal insights, serving and connecting business users in sales, commerce, marketing, and services. Companies have spent much money on analytics, but they are now aware that they also need to spend money on data governance and management to avoid basing choices on faulty information and getting undesirable outcomes.
Deployment Mode Outlook
On the basis of deployment mode, the customer intelligence platform market is divided into cloud and on-premise. The cloud segment projected the highest revenue share in the customer intelligence platform market in 2021. Scalability, flexibility, ease of deployment, and cost-effectiveness are just a few benefits that cloud-based customer intelligence systems provide, all of which encourage the acceptance of cloud deployment across enterprises. Organizations are particularly interested in using the cloud as a delivery method because of its cheap cost and simplicity of setup.
Organization Size Outlook
Based on the organization size, the consumer intelligence platform market is divided into large enterprises and SMEs. The SMEs segment acquired a significant revenue share in the customer intelligence market in 2021. Small and medium-sized enterprises (SMEs) are attempting to scale up their businesses using cost-effective marketing strategies to maximize the return on their marketing investments. Hence, a consumer intelligence platform may assist SMEs in staying within their tight budget and achieving their growth goals. In addition, SMEs are under pressure to adopt the newest trends and employ cutting-edge technology to assist their company operations as quick technical advances, and digital revolutions affect several sectors.
Application Outlook
Based on application, the customer intelligence platform market is bifurcated into customer data collection & management, customer behavior analytics, customer segmentation & targeting, customer experience management & personalized recommendation, customer retention & engagement, and omnichannel marketing & others. The customer behavior analytics segment garnered a significant revenue share in the customer intelligence platform market in 2021. A framework for gathering, examining, and effectively applying customer data is provided by a customer behavior analysis. Customer experience optimization, message timing, churn reduction, higher conversion rates, and increased customer lifetime value are some advantages of customer behavior analytics driving segment growth.
Vertical Outlook
Based on the vertical, the customer intelligence platform market is divided into BFSI, retail & e-commerce, healthcare & life sciences, telecom, travel & hospitality, government & defense, manufacturing, energy & utilities, media & entertainment, and other sectors. The retail & e-commerce segment covered a considerable revenue share in the customer intelligence platform market in 2021. A consumer intelligence platform makes it simple for merchants to take advantage of expanding possibilities. Customer intelligence platforms provide conversational AI-based customer service, intelligent and automated tailored experiences, engagement of loyal customers, and cost reduction.
Data Channel Outlook
Based on the data channel, the customer intelligence platform market is bifurcated into web & Email, social media, mobile, call centers, in-store, and others. In 2021, the web & email segment witnessed the largest revenue share in the customer intelligence platform market. Customer service representatives and other employees may rapidly comprehend, integrate, and use crucial information in a conversation due to customer intelligence platforms. Furthermore, the user can extract the essential components from a web page or email for further study by employing artificial intelligence (Machine Learning, Natural Language Processing, and Natural Language Understanding).
Regional Outlook
Region wise, the customer intelligence platform market is analyzed across North America, Europe, Asia Pacific and LAMEA. The North America region led the customer intelligence platform market by generating highest revenue share in 2021. Due to rising technical improvements, the market for customer intelligence platforms in North America is expected to increase. In addition, the market expansion is anticipated to be fueled by the expanding number of participants in consumer intelligence platforms across geographies.
The major strategies followed by the market participants are Acquisition. Based on the Analysis presented in the Cardinal matrix; Microsoft Corporation and Google, LLC. are the forerunners in the Customer Intelligence Platform Market. Companies such as Accenture Plc, IBM Corporation and Oracle Corporation are some of the key innovators in Customer Intelligence Platform Market.
The market research report covers the analysis of key stake holders of the market. Key companies profiled in the report include IBM Corporation, Salesforce.com, Inc., Microsoft Corporation, Google LLC (Alphabet, Inc.), Oracle Corporation, Accenture PLC, SAP SE, Informatica, LLC, Adobe, Inc., and SAS Institute, Inc.
Recent Strategies Deployed in Customer Intelligence Platform Market
Mergers & Acquisition
Dec-2022: Accenture plc took over Fiftyfive5, a customer insights and advisory business. Through this acquisition, Accenture plc would be able to strengthen its Accenture Song's capability to aid clients to tap performance marketing data insights to fasten innovation and growth across New Zealand and Australia.
Sep-2022: Accenture plc acquired Inspirage LLC, a company that provides supply chain solutions for businesses. Through this acquisition, Accenture plc would be able to improve Accenture's Oracle Cloud capabilities further supporting its fasten innovation for clients via emerging technologies, namely, digital twins and touchless supply chain.
Sep-2022: Google LLC took over Mandiant, Inc., a recognized leader in dynamic cyber defense, threat intelligence, and incident response services. Through this acquisition, Google LLC would be able to build great value for its customers and the safety industry. Moreover, this acquisition would allow Google LLC to provide a complete cybersecurity solution.
Jul-2022: SAP SE took over Askdata, a startup focused on search-driven analytics. Through this acquisition, SAP SE would be able to strengthen its capability to aid organizations to take improved findings by leveraging AI-driven natural language searches.
May-2022: Salesforce, Inc acquired Troops.ai, a leading provider of a revenue communications solution used to improve sales velocity, forecasting, visibility, and collaboration across teams. Through this acquisition, Salesforce, Inc would further strengthen the combination between Salesforce and the Slack platforms that would fasten the flow of information in Digital HQ.
Apr-2022: Accenture plc took over Ergo, an Argentina-based firm that specializes in big data, analytics, and artificial intelligence. Through this acquisition, Accenture plc would be able to extend its Cloud First abilities and increase its customer base in the Hispanic South American market, traversing Colombia, Argentina, and Chile.
Mar-2022: Microsoft Corporation took over Nuance Communications Inc., a leader in conversational AI and ambient intelligence across industries including healthcare, financial services, retail, and telecommunications. Through this acquisition, Microsoft Corporation would be able to deliver more effective, affordable, and accessible healthcare. Moreover, this would help organizations in every industry produce more meaningful and personlized customer experiences.
Feb-2022: IBM Corporation took over Neudesic, a leading U.S. cloud services consultancy specializing primarily in the Microsoft Azure platform. Through this acquisition, IBM Corporation would be able to extend its portfolio of hybrid multi-cloud services. Moreover, IBM Corporation would enhance the company's AI strategy and Hybrid Cloud.
Jun-2021: IBM Corporation took over Turbonomic, Inc., an Application Resource Management (ARM) and Network Performance Management (NPM) software provider based in Boston, MA. Through this acquisition, IBM Corporation would be the only organization to deliver the full service of AI-powered automation capabilities, everything built on Red Hat OpenShift to run anywhere. Moreover, IBM Corporation's other acquisitions, namely, Instana and the launch of IBM Cloud Pak for Watson AIOps to automate IT Operations using AI would be complimented.
Jan-2021: SAS Institute, Inc., took over Boemska, a privately held technology company specializing in low-code/no-code application deployment and analytic workload management. Through this acquisition, SAS Institute, Inc. would be able to improve SAS Viya, a cloud-native and advanced analytics platform.
Aug-2019: Salesforce, Inc., took over Tableau Software, an American interactive data visualization software company focused on business intelligence. Through this acquisition, Salesforce, Inc would be able to change the way people comprehend not only their customers but their entire world along with providing powerful AI-driven understandings through all types of use cases and data for people of every skill level.
Feb-2019: Informatica, Inc., took over AllSight Inc., the Toronto startup and customer insights market innovator. Through this acquisition, Informatica, LLCwould be able to fasten its data hub strategy to allow its customers to have the most powerful and trustworthy sole source of truth for their data.
Jul-2018: Salesforce, Inc acquired Datorama, the leading cloud-based, AI-powered marketing intelligence and analytics platform for enterprises, agencies, and publishers. Through this acquisition, Salesforce, Inc would further improve the ability of Marketing Cloud with intelligence and expanded data integration. Moreover, with one complete view of insights and data, companies can create smarter conclusions across the whole customer journey and optimize engagement at scale.
Product Launch and Product Expansions
Nov-2022: IBM Corporation unveiled the IBM Business Analytics Enterprise. This new software is crafted to aid enterprises to disintegrate data and analytics silos for making data-driven decisions rapidly and steer unpredictable disruptions. Additionally, IBM Business Analytics Enterprise is a package of business intelligence planning, reporting, budgeting, dashboard capabilities, and forecasting capabilities that delivers users with a raw view of data sources throughout their whole business.
Oct-2022: Oracle Corporation expanded its product line of Oracle Unity. Oracle Unity is a Customer Data Platform (CDP). Additionally, Oracle Corporation has introduced 15 baselines artificial intelligence (AI) models to Oracle Unity. Moreover, these added features would be able to aid organizations in consumer packaged goods, automotive, financial services, communications, high-tech, healthcare, and utility industries.
May-2022: Informatica, Inc., unveiled the Master Data Management-as-a-service. The Master Data Management-as-a-service is deployed on Microsoft Azure to bring the benefit of the scalability delivered by Azure. Additionally, this would further enable Microsoft Corporation and Informatica, Inc., to elaborate cloud abilities jointly to aid its customers to scale rapidly with their digital transformation endeavors to the cloud.
Mar-2022: Google LLC expanded its product line Contact Center AI by introducing the Google Cloud Contact Center AI Platform. Google Cloud Contact Center AI Platform provides the benefits of cloud stability, AI, experience capabilities, and tight integration with customer relationship management (CRM) platforms.
Apr-2021: Adobe, Inc. unveiled the Adobe Customer Journey Analytics. Adobe Customer Journey Analytics is the latest enterprise application in Adobe Experience Cloud. Additionally, Adobe Customer Journey Analytics allows brands to join omnichannel data into a suitable view, analyze and easily visualize entire customer paths, and permit real-time analytics dashboards from anywhere all at speed and scale.
Apr-2021: Adobe, Inc., expanded its product line of the Customer Data Platform (CDP) by introducing the Adobe Real-time CDP. The Adobe Real-time CDP aids brands to trigger unknown and known customer data to handle the complete customer profile and journey effortlessly in one system without requiring third-party cookies.
Partnerships, Collaborations & Agreements
Sep-2022: Salesforce, Inc., partnered with AWS, a subsidiary of Amazon that provides on-demand cloud computing platforms and APIs to individuals, companies, and governments, on a metered, pay-as-you-go basis. Under this partnership, Salesforce, Inc would be combining the Amazon SageMaker and Salesforce Platform. Furthermore, these new combinations convey a change to an open AI platform strategy for Salesforce further allowing customers with fresh options to catch the unique requirements of their business.
Sep-2022: Salesforce, Inc. came into partnership with Snowflake, Inc., a cloud computing-based data cloud company based in Bozeman, Montana. Under this partnership, both organizations would aid their customers in safely uniting with data in real time between Snowflake and Salesforce Customer Data Platform (CDP), further reducing the costs and risks from classic sync methods.
May-2022: Informatica, Inc., came into collaboration with Wipro Limited, a leading global information technology, consulting, and business process services company. Under this collaboration, Informatica, LLCwould be binding with Wipro FullStride Cloud Services as a prime collaboration partner. Moreover, this acquisition sustains Informatica's aim to use the flexibility and power of the cloud to carry analytics and data to its stakeholders and clients.
Feb-2022: Microsoft Corporation partnered with Teradata Corporation, an American software company that provides cloud database and analytics-related software, products, and services. Under this partnership, Microsoft Corporation depicts serious dedication to working together for its customers to successfully manage their cloud strategies and resolve the world's strongest data analytics hurdles together.
Dec-2021: Google Cloud partnered with Kyndryl Holdings, Inc., an American multinational information technology infrastructure services provider that designs, builds, manages, and develops large-scale information systems. Under this partnership, Google would be supported with Kyndryl's managed services to let customers drive their most critical business systems on Google Cloud's global and endurable infrastructure.
Nov-2021: Google LLC came into collaboration with Qualcomm Technologies, Inc., an American multinational corporation headquartered in San Diego, California, and incorporated in Delaware. Under this collaboration, Google LLC would be able to help Qualcomm Technologies with making and optimizing new AI models in weeks instead of months. Furthermore, this would have a greater impact on the people using Snapdragon-powered devices.
Oct-2021: IBM Corporation collaborated with Apptio, Inc.(a leading provider of technology business management SaaS applications. Under this collaboration, IBM Corporation would aid its clients to enhance hybrid cloud technology, and decision-making and carry the acceptance of Red Hat OpenShift and IBM's open hybrid cloud approach. Moreover, the combination of Apptio's decision support and financial analytics along with IBM's open hybrid cloud leadership would lead to the crafting of an offering to provide exceptional values to clients at all phases of their cloud journeys.
Apr-2021: IBM Corporation came into partnership with Celonis, a software company, and Red Hat, Inc., an American software company that provides open-source software products to enterprises. Under this partnership, IBM Corporation would aid fasten the acceptance of Celonis Execution Management System (EMS) and assist provide better flexibility and preference in how customers deploy the technology.
Jan-2021: Accenture plc extended its partnership with Salesforce.com, an American cloud-based software company headquartered in San Francisco, California. Under this partnership, both organizations are growing their association to aid companies implant sustainability into their business, encounter stakeholders, and grow customer anticipation further contributing to promoting the United Nations Sustainable Development Goals (SDGs).
Jun-2020: Microsoft Corporation came into partnership with SAS Institute, Inc., an American multinational developer of analytics software based in Cary, North Carolina. Under this partnership, both organizations would support their customers to fasten growth and discover the latest ways to carry innovation with a wide set of SAS Analytics offerings on Microsoft Azure.
Apr-2019: Google LLC came into collaboration with Accenture plc, an Irish-American professional services company based in Dublin, specializing in information technology services and consulting. Under this collaboration, both organizations would be working on solutions to help enterprises improve and modernize their customers' experiences in three main areas: enhancing data management, allowing multi-channel customer relations, and building services for hyper-personalization in services, marketing, and sales.
Geographical Expansion
Aug-2021: SAS Institute, Inc., expanded its footprints in Mumbai, India by setting up SAS Customer Intelligence 360 Marketing Cloud Instance. The SAS Customer Intelligence 360 Marketing Cloud Instance provides outstanding services that deliver data privacy, low latency, local support, and data sovereignty. Additionally, this would allow SAS customers to step up their initiatives to produce satisfying, relevant, and appreciated customer experiences crafted for each unique customer's journey.
Market Segments covered in the Report:
By Data Channel
By Vertical
By Deployment Mode
By Organization Size
By Component
By Application
By Geography
Companies Profiled
Unique Offerings from KBV Research