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市场调查报告书
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1425127

全球受众分析市场：预测（2024-2029）

Audience Analytics Market - Forecasts from 2024 to 2029
出版日期: | 出版商: Knowledge Sourcing Intelligence | 英文 147 Pages | 商品交期: 最快1-2个工作天内

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简介目录

预计到 2022 年，全球受众分析市场规模将达到 48.05 亿美元，预测期内复合年增长率为 12.45%。

受众分析是系统性地收集并仔细分析有关特定受众的行为和特征的资料的重要过程。这种全面的方法使公司和组织能够深入了解目标受众的偏好、兴趣和需求。利用各种工具，包括网站分析、社群媒体洞察和客户回馈机制，企业可以更深入地了解受众人口统计、线上活动以及品牌的整体参与度。这些多方面的见解为客製化内容、产品和服务提供了基础，以无缝地符合已确定的受众期望。透过整合不同的资料来源，企业可以製定更个人化和有针对性的行销策略，从而优化其产品的回应。此外，受众分析的这种策略整合可让您根据即时回馈和不断变化的消费行为行为微调您的方法，从而改善用户体验。

介绍

受众分析市场的动态格局以各种最尖端科技和服务为特征，这些技术和服务经过精心设计，可帮助企业提取有关目标受众的有意义且可操作的见解。由于对全面的跨渠道洞察力的需求不断增长以及了解独特受众檔案的复杂性的需求，这个快速增长的市场正在经历显着的扩张。受众分析解决方案和服务用于各种行业，从媒体和娱乐到零售、通讯、银行、医疗保健和政府。

受众分析需求的快速成长是由一系列复杂因素所推动的，尤其是对竞争情报的追求。随着公司应对快速发展的复杂形势，了解并保持竞争优势变得至关重要。同时，市场也越来越意识到观众分析在改善观众整体体验方面所发挥的关键作用。公司正在积极投资这些解决方案，不仅是为了了解用户的偏好和行为，也是为了个人化互动并创造与个人消费者产生共鸣的客製化体验。

促进因素

  • 提高数位平台上的用户参与度：全球电子商务活动的激增显着提高了数位平台上的用户参与度。数位互动的兴起正在推动对受众分析解决方案的需求。企业寻求透过各种数位管道的受众参与来了解情况。
  • 关注竞争情报：公司越来越重视从受众分析中获取竞争情报。了解受众行为和偏好可为公司提供宝贵的见解，以在竞争中保持领先地位，从而促进跨行业采用受众分析解决方案和服务。
  • 加强客户经验管理：受众分析在客户经验管理中发挥关键作用。透过分析受众行为和回馈，公司可以客製化满足客户期望的产品和服务，从而提高客户满意度和忠诚度。对增强客户体验的关注是受众分析市场的关键驱动力。
  • 对个人化行销的需求不断增长：对个人化行销策略的需求不断增长正在推动受众分析的采用。随着公司利用受众洞察来进行有针对性的个人化行销宣传活动，各行业对受众分析解决方案的需求正在增加。
  • 特定行业招聘：解读消费者需求，识别成长机会，提高媒体和娱乐、零售、通讯、银行、医疗保健、政府等行业的受众参与度。因此，对专业受众的需求不断增长分析解决方案。这种针对特定产业的采用是受众分析市场的关键驱动力。

主要企业提供的产品

  • Telmar 的受众洞察解决方案使企业能够全面了解其目标受众，从而为行销、产品开拓和客户服务提供资料主导的决策。 Telmar 的解决方案是基于对消费行为的深入了解，并利用各种资料来源，包括调查、社群媒体和线上行为。
  • SAS Audience Analytics 让企业跨各种管道追踪客户互动，包括网站、行动应用程式和社群媒体。这使企业能够了解客户如何与其品牌互动，并确定可以改善客户体验的领域。

受众分析市场中竞争分析领域的显着成长：

由于多种因素，受众分析市场的竞争分析部分正在显着成长。越来越多的公司正在使用受众分析来获得竞争考察，并且各行业对竞争分析解决方案和服务的需求正在迅速增长。电子商务的兴起增加了数位平台上的用户参与度以及使用受众分析进行竞争分析的需求。此外，为了获得竞争优势，人们越来越重视了解受众行为和偏好，这促使人们采用受众分析解决方案来进行竞争研究和情报。此外，专注于提供客户经验管理、销售和行销管理、竞争研究等方面的全面见解也有助于受众分析市场竞争分析领域的崛起。随着公司寻求了解和应对市场动态，竞争分析部分已成为策略决策流程的重要组成部分。

此外，特定产业受众分析解决方案的采用，特别是在媒体和娱乐、零售、通讯、银行、医疗保健和政府部门，正在进一步推动受众分析市场中竞争性分析领域的成长。总之，对竞争情报的需求不断增长，对了解受众行为的重视以及受众分析解决方案的行业采用共同推动了受众分析市场中竞争分析领域的显着增长，从而形成了多样化的资料主导受众洞察以及田野里的形势。

预计北美将在受众分析市场中占据主要份额：

在促进该行业成长和主导地位的几个关键因素的推动下，北美预计将在受众分析市场中占据重要份额。北美在受众分析市场的领先地位归功于先进技术的普及和串流媒体服务的日益普及，尤其是在美国。该地区市场的竞争形势，特别是零售、媒体和广告业的竞争格局，正在推动对受众分析解决方案的需求。此外，严格的隐私法规和对消费者资料安全的日益关注促进了北美受众分析工具的普及，凸显了遵守资料安全标准的重要性。数位化发展和线上平台的普及正在产生前所未有的大量消费者资料，迫切需要针对销售和行销领域的高级受众分析解决方案，从而推动该地区的市场成长。我们将为您提供更多支援。

电子商务活动的激增以及由此带来的数位平台用户参与度的增加也在推动受众分析解决方案在北美的采用方面发挥关键作用。数位互动的活性化将注意力集中在从受众参与中获取见解上，进一步增加了该地区各行业对受众分析的需求。总而言之，北美在受众分析市场中的巨大份额归因于该地区的技术力、各行业的竞争形势、严格的资料安全法规以及数位参与度的快速增长，所有这些都有助于北美在受众中的重要份额分析市场。有助于繁荣

市场开拓：

  • 2022年6月，利用人工智慧进行视觉辨识的SaaS广告平台Alfi宣布推出AI Audience Analytics。
  • 2023 年 4 月，StatSocial 增强了其 Silhouette 平台，纳入了 TikTok，使行销人员和研究人员能够收集有价值的自我报告的受众洞察。透过此扩展，您现在可以存取重要讯息，例如您的兴趣、首选媒体管道、品牌亲和性和最喜欢的影响者。

目录

第一章简介

  • 市场概况
  • 市场定义
  • 调查范围
  • 市场区隔
  • 货币
  • 先决条件
  • 基准年和预测年时间表

第二章调查方法

  • 调查资料
  • 调查过程

第三章执行摘要

  • 研究亮点

第四章市场动态

  • 市场驱动因素
  • 市场限制因素
  • 波特五力分析
  • 产业价值链分析

第五章受众分析市场：依组成部分

  • 介绍
  • 解决方案
  • 服务

第六章受众分析市场：依应用程式分类

  • 介绍
  • 竞争分析
  • 销售和行销管理
  • 客户经验

第 7 章 受众分析市场：依最终使用者划分

  • 介绍
  • 资讯科技和通讯
  • 卫生保健
  • 零售与电子商务
  • 汽车和交通
  • 媒体和娱乐
  • 其他的

第八章受众分析市场：按地区

  • 介绍
  • 北美洲
    • 美国
    • 加拿大
    • 墨西哥
  • 南美洲
    • 巴西
    • 阿根廷
    • 其他的
  • 欧洲
    • 英国
    • 德国
    • 法国
    • 西班牙
    • 其他的
  • 中东/非洲
    • 沙乌地阿拉伯
    • 阿拉伯聯合大公国
    • 以色列
    • 其他的
  • 亚太地区
    • 日本
    • 中国
    • 印度
    • 韩国
    • 印尼
    • 泰国
    • 其他的

第九章竞争环境及分析

  • 主要企业及策略分析
  • 市场占有率分析
  • 併购/协议/合作

第十章 公司简介

  • Adobe
  • Oracle
  • IBM Corporation
  • SAS Institute Inc.
  • Google LLC
  • Audience
  • Comscore, Inc.
  • Telmar
  • Quividi
  • AnalyticsOwl
  • Akamai Technologies
  • NetBase Solutions
简介目录
Product Code: KSI061616225

The audience analytics market was valued at US$4.805 billion in 2022 and is expected to grow at a CAGR of 12.45% during the forecast period.

Audience analytics is an indispensable process that involves the systematic gathering and meticulous analysis of data concerning the behaviour and characteristics of a given audience. This comprehensive approach enables businesses and organizations to gain profound insights into the preferences, interests, and needs of their target demographic. By leveraging various tools, including website analytics, social media insights, and customer feedback mechanisms, companies can delve deep into understanding their audience's demographics, online activities, and overall engagement with their brand. These multifaceted insights serve as the cornerstone for tailoring content, products, and services to align seamlessly with the expectations of the identified audience. The amalgamation of diverse data sources empowers companies to create more personalized and targeted marketing strategies, thereby optimizing the resonance of their offerings. Furthermore, this strategic integration of audience analytics fosters an improved user experience, as businesses can fine-tune their approach based on real-time feedback and evolving consumer behaviors.

Introduction:

The dynamic landscape of the audience analytics market is characterized by a diverse array of cutting-edge technologies and services meticulously crafted to empower companies to extract meaningful and actionable insights about their target audiences. This burgeoning market is experiencing remarkable expansion, fueled by a rising appetite for comprehensive cross-channel insights and an imperative to comprehend the intricacies of unique audience profiles. These audience analytics solutions and services find application across a spectrum of industries, ranging from the vibrant realms of media and entertainment to the bustling domains of retail, telecommunications, banking, healthcare, and even government sectors.

The surge in demand for audience analytics is intricately linked to several factors, with a notable emphasis on the pursuit of competitive intelligence. As businesses navigate the intricacies of a rapidly evolving landscape, understanding and staying ahead of the competition has become paramount. Simultaneously, the market is witnessing an increasing recognition of the pivotal role played by audience analytics in enhancing the overall audience experience. Companies are proactively investing in these solutions to not only comprehend user preferences and behaviours but also to personalize interactions, creating tailored experiences that resonate with individual consumers.

Drivers:

  • Increasing User Engagement on Digital Platforms: The surge in e-commerce activities worldwide has led to a significant increase in user engagement on digital platforms. This heightened digital interaction has driven the demand for audience analytics solutions, as companies seek to gain intelligence from audience engagement across various digital channels.
  • Focus on Competitive Intelligence: Companies are increasingly focusing on gaining competitive intelligence from audience analytics. Understanding audience behavior and preferences provides businesses with valuable insights to stay ahead of the competition, leading to the adoption of audience analytics solutions and services across different industry verticals
  • Enhanced Customer Experience Management: Audience analytics plays a crucial role in customer experience management. By analyzing audience behavior and feedback, businesses can tailor their products and services to meet customer expectations, leading to improved customer satisfaction and loyalty. This emphasis on enhancing customer experience is a significant driver for the audience analytics market
  • Rising Demand for Personalized Marketing: The growing need for personalized marketing strategies has propelled the adoption of audience analytics. Businesses are leveraging audience insights to create targeted and personalized marketing campaigns, resulting in increased demand for audience analytics solutions across industries
  • Industry-specific Adoption: Various industries such as media and entertainment, retail, telecommunications, banking, healthcare, and government sectors are increasingly turning to specialized audience analytics solutions to interpret consumer requirements, identify growth opportunities, and improve audience engagement. This industry-specific adoption is a key driver for the audience analytics market.

Products offered by key companies:

  • Telmar's audience insights solutions provide businesses with a comprehensive understanding of their target audience, enabling them to make data-driven decisions about marketing, product development, and customer service. Telmar's solutions are based on a deep understanding of consumer behavior and utilize a variety of data sources, including surveys, social media, and online behavior.
  • SAS Audience Analytics allows businesses to track the interactions of their customers across different channels, such as their website, mobile app, and social media. This allows businesses to understand how their customers are interacting with their brand and identify areas where they can improve their customer experience.

Prominent growth in the competitive analysis segment within the audience analytics market:

The competitive analysis segment of the audience analytics market has witnessed remarkable growth driven by several factors. Companies are increasingly relying on audience analytics to gain competitive insights, leading to a surge in demand for competitive analysis solutions and services across various industries. The rise of e-commerce has amplified user engagement on digital platforms, necessitating the use of audience analytics for competitive analysis. Additionally, the growing emphasis on understanding audience behaviour and preferences to gain a competitive edge has fueled the adoption of audience analytics solutions for competitive research and intelligence. Moreover, the market's focus on providing comprehensive insights into customer experience management, sales and marketing management, and competitive research has contributed to the prominence of the competitive analysis segment within the audience analytics market. As businesses strive to understand and respond to market dynamics, the competitive analysis segment has become an indispensable component in their strategic decision-making processes.

Furthermore, the industry-specific adoption of audience analytics solutions, particularly in media and entertainment, retail, telecommunications, banking, healthcare, and government sectors, has further propelled the growth of the competitive analysis segment within the audience analytics market. In conclusion, the increasing demand for competitive intelligence, the emphasis on understanding audience behaviour, and the industry-specific adoption of audience analytics solutions have collectively driven the prominent growth of the competitive analysis segment within the audience analytics market, shaping the landscape of data-driven audience insights and intelligence across diverse sectors.

The North American region is expected to hold a significant share of the audience analytics market:

North America is poised to hold a substantial share of the audience analytics market, driven by several key factors that contribute to its growth and dominance in this sector. North America's leadership in the audience analytics market stems from the widespread adoption of advanced technologies and the increasing popularity of streaming services, particularly in the United States. The competitive landscape in the region's markets, especially in the retail, media, and advertising industries, has fueled the demand for audience analytics solutions. Furthermore, stringent privacy regulations and the growing emphasis on consumer data security have contributed to the proliferation of audience analytics tools in North America, underscoring the importance of adhering to data security standards. The convergence of digital advancements and the explosion of online platforms have generated an unprecedented volume of consumer data, creating an urgent need for sophisticated audience analytics solutions specifically tailored to the sales and marketing segment, further propelling the market's growth in the region.

The surge in e-commerce activities and the resulting increase in user engagement on digital platforms have also played a significant role in boosting the adoption of audience analytics solutions in North America. This heightened digital interaction has led to a growing focus on extracting insights from audience engagement, further driving the demand for audience analytics across various industries in the region. In conclusion, North America's substantial share of the audience analytics market can be attributed to the region's technological prowess, the competitive landscape in various industries, stringent data security regulations, and the surge in digital engagement, all of which have collectively contributed to North America's prominence in the audience analytics market.

Market development:

  • In June 2022, Alfi, a SaaS advertising platform that leverages artificial intelligence for visual recognition, announced the launch of AI Audience Analytics. This groundbreaking tool aims to address the significant challenges of measuring digital out-of-home audience metrics and campaign effectiveness.
  • In April 2023, StatSocial enhanced its Silhouette platform by incorporating TikTok, enabling marketers and researchers to gather valuable self-declared audience insights. This expansion provides access to crucial information such as interests, preferred media channels, brand affinities, favourite influencers, and more.

Segmentation

By Component

  • Solution
  • Services

By Application

  • Competitive Analysis
  • Sales & Marketing Management
  • Customer Experience

By End User

  • IT & Telecommunication
  • Healthcare
  • Retail & E-Commerce
  • Automotive & Transportation
  • Media & Entertainment
  • Others

By Geography

  • North America
  • United States
  • Canada
  • Mexico
  • South America
  • Brazil
  • Argentina
  • Others
  • Europe
  • United Kingdom
  • Germany
  • France
  • Spain
  • Others
  • Middle East and Africa
  • Saudi Arabia
  • UAE
  • Israel
  • Others
  • Asia Pacific
  • Japan
  • China
  • India
  • South Korea
  • Indonesia
  • Thailand
  • Others

TABLE OF CONTENTS

1. INTRODUCTION

  • 1.1. Market Overview
  • 1.2. Market Definition
  • 1.3. Scope of the Study
  • 1.4. Market Segmentation
  • 1.5. Currency
  • 1.6. Assumptions
  • 1.7. Base, and Forecast Years Timeline

2. RESEARCH METHODOLOGY

  • 2.1. Research Data
  • 2.2. Research Processes

3. EXECUTIVE SUMMARY

  • 3.1. Research Highlights

4. MARKET DYNAMICS

  • 4.1. Market Drivers
  • 4.2. Market Restraints
  • 4.3. Porter's Five Force Analysis
    • 4.3.1. Bargaining Power of Suppliers
    • 4.3.2. Bargaining Power of Buyers
    • 4.3.3. Threat of New Entrants
    • 4.3.4. Threat of Substitutes
    • 4.3.5. Competitive Rivalry in the Industry
  • 4.4. Industry Value Chain Analysis

5. AUDIENCE ANALYTICS MARKET BY COMPONENT

  • 5.1. Introduction
  • 5.2. Solution
  • 5.3. Services

6. AUDIENCE ANALYTICS MARKET BY APPLICATION

  • 6.1. Introduction
  • 6.2. Competitive Analysis
  • 6.3. Sales & Marketing Management
  • 6.4. Customer Experience

7. AUDIENCE ANALYTICS MARKET BY END-USER

  • 7.1. Introduction
  • 7.2. IT & Telecommunication
  • 7.3. Healthcare
  • 7.4. Retail & E-Commerce
  • 7.5. Automotive & Transportation
  • 7.6. Media & Entertainment
  • 7.7. Others

8. AUDIENCE ANALYTICS MARKET BY GEOGRAPHY

  • 8.1. Introduction
  • 8.2. North America
    • 8.2.1. United States
    • 8.2.2. Canada
    • 8.2.3. Mexico
  • 8.3. South America
    • 8.3.1. Brazil
    • 8.3.2. Argentina
    • 8.3.3. Others
  • 8.4. Europe
    • 8.4.1. United Kingdom
    • 8.4.2. Germany
    • 8.4.3. France
    • 8.4.4. Spain
    • 8.4.5. Others
  • 8.5. The Middle East and Africa
    • 8.5.1. Saudi Arabia
    • 8.5.2. UAE
    • 8.5.3. Israel
    • 8.5.4. Others
  • 8.6. Asia Pacific
    • 8.6.1. Japan
    • 8.6.2. China
    • 8.6.3. India
    • 8.6.4. South Korea
    • 8.6.5. Indonesia
    • 8.6.6. Thailand
    • 8.6.7. Others

9. COMPETITIVE ENVIRONMENT AND ANALYSIS

  • 9.1. Major Players and Strategy Analysis
  • 9.2. Market Share Analysis
  • 9.3. Mergers, Acquisitions, Agreements, and Collaborations

10. COMPANY PROFILES

  • 10.1. Adobe
  • 10.2. Oracle
  • 10.3. IBM Corporation
  • 10.4. SAS Institute Inc.
  • 10.5. Google LLC
  • 10.6. Audience
  • 10.7. Comscore, Inc.
  • 10.8. Telmar
  • 10.9. Quividi
  • 10.10. AnalyticsOwl
  • 10.11. Akamai Technologies
  • 10.12. NetBase Solutions