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市场调查报告书
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1524120

行销分析市场：市场占有率分析、产业趋势/统计、成长预测（2024-2029）

Marketing Analytics Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)
出版日期: | 出版商: Mordor Intelligence | 英文 110 Pages | 商品交期: 2-3个工作天内

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简介目录

行销分析市场规模预计到 2024 年为 63.1 亿美元，预计到 2029 年将达到 115.4 亿美元，在预测期内（2024-2029 年）复合年增长率为 12.84%。

分析市场

主要亮点

  • 行销分析解决方案使社群媒体行销人员和 SEO 经理等相关人员能够衡量、管理和分析 Google AdWords 和 Facebook Ads 等平台上的行销宣传活动绩效，帮助他们实现目标并最大限度地降低成本。
  • 行销分析使公司能够更好地了解其行销宣传活动的绩效，并进行比较分析以确定哪些应用程式提供最高的回报。这是透过衡量关键业务指标（例如行销归因、整体行销成效和投资收益(ROI)）来完成的。
  • 由于卓越的功能和成本效益等优势，云端基础的行销分析软体越来越受欢迎。这促使 Oracle Corporation 和 Adob​​e Inc. 等服务供应商向负责人提供云端分析解决方案。
  • 人工智慧 (AI) 和机器学习 (ML) 市场开拓带来的即时智慧和预测个人化预计将成为预测期内使用行销分析解决方案的最显着优势。
  • 行销分析对负责人和消费者都有帮助。有了这种洞察力，负责人可以透过分析哪些策略可以推动转换和品牌知名度，从而实现行销投资的卓越投资报酬率。透过这种方式，消费者可以看到满足他们需求和兴趣的个人化广告。
  • 行销分析软体提供对大量资料的访问，使行销团队能够分析客户的每次点击、广告曝光率和浏览。但资料品质有较大问题，亟待改进。资料的品质并不重要，除非公司的内部团队能够及时建立数据并提供宣传活动洞察。先前的研究表明，花在格式化资料上的时间更多，而花在分析消费者洞察上的时间更少，这阻碍了行销分析软体的发展。
  • COVID-19 大流行使个人在利用各种数位平台进行购买方面的行为发生了模式转移。广告公司越来越遵循数位行销方法，并向出版商提供先进的广告功能。

行销分析市场趋势

云端基础的解决方案领域预计将成长

  • 云端运算技术被认为是市场成长的驱动力。许多大公司利用大量资料集来部署多种行销管道。云端运算使用行销分析平台促进经济高效的资料结构。云端基础的行销分析越来越受欢迎，主要是因为其卓越的功能和成本效益。这使得Oracle Corporation 和 Adob​​e Inc. 能够向负责人提供云端解决方案。
  • 混合和多重云端架构的使用越来越多，推动了云端系统管理市场的需求，这些架构可以实现跨云端、本地和边缘环境的一致建置和操作。云端正在大力支持数位优化和转型工作。
  • 公司正在投资结构化创新计划，以实现成长目标、响应市场状况并实施快速数位转型活动。例如，业界领先的混合云端容器技术Red Hat OpenShift就是由IBM开发的。红帽 OpenShift 允许使用者从任何地方建立和使用云端服务。
  • 银行和金融机构受益于按需可扩展的基础设施服务、正确的资料和储存管理、支援 SDI 的即用计量收费私有云端基础设施、人工智慧主导的云端管理以及支援您的云端采用之旅的敏捷营运解决方案您可以受益匪浅。根据欧盟统计局资料，2023年欧盟45%的企业将购买云端服务。芬兰购买各种云端运算服务的公司数量也最多（78.3%），其次是瑞典（71.6%）和丹麦（69.5%）。
  • 此外，云端基础的行销分析软体为资料分析提供了更大的扩充性和灵活性，从而促进了此类软体的市场成长。人工智慧和云端基础的平台的结合可以提供许多技术，促进多种选择来应对挑战。这些为企业主提供有关行销宣传活动的建议。这些功能预计将增加数位行销宣传活动的采用，并在预测期内推动市场发展。

预计北美将占据大部分市场占有率

  • 由于技术创新，北美预计将主导行销分析市场。世界上大多数主要供应商都位于该地区。对行销服务的投资增加和强大的社交媒体影响力使该国成为市场的有利地点。
  • SaaS 云端服务采用率的增加、资料整合服务需求的增加以及 5G 网路渗透率的提高等因素预计将为该地区的市场带来巨大潜力。 2023 年 5 月，微软宣布向 OpenAI 投资 130 亿美元，并初步努力将 AI 技术整合到其 Bing搜寻引擎以及电子邮件、Word 和 Excel 等其他产品中。微软正在推出 Copilot，这是一个聊天机器人，可以帮助用户了解公司资料库中储存的资讯。
  • 对数位行销的需求不断增长，以及将机器学习（自然语言处理）和资料云等先进技术融入行销实践的需求不断增长，是推动北美市场成长的因素。
  • 在美国，随着越来越多的零售商利用 BI 和分析平台及服务实现更大的回报，零售行销分析解决方案的采用正在增加。推动该地区零售行销分析市场的关键因素是网路购物的扩张、社交媒体的使用、巨量资料的不断增加以及智慧型手机的普及为顾客带来的购物便利性的增加。

行销分析产业概述

行销分析市场竞争激烈，由多家大公司组成。目前，有几家大型竞争对手在市场占有率方面控制着大部分市场。这些参与者专注于扩大他们的国际消费群。主要参与者包括 IBM 公司、微软公司和甲骨文公司。

2023 年 9 月：Oracle 扩展其云端服务，以满足客製化需求以及对 Oracle 云端基础架构 (OCI) 服务不断增长的需求。最新产品包括 AWS 上的 Oracle Database@Azure 和 MySQL HeatWave Lakehouse。它们提供了在任何地方使用云端服务的灵活性，确保资料隐私、低延迟要求，并可以存取 100 多种服务以实现无限的工作负载。

2023 年 9 月：Salesforce 和 Google 宣布扩大策略伙伴关係，整合 Salesforce 排名第一的 AI CRM 和 Google Workspace，以利用 AI 提高生产力。此次合作包括与 Google Calendar、Docs、Meet、Gmail 等的集成，以推动跨平台的生成式 AI 体验。

其他福利：

  • Excel 格式的市场预测 (ME) 表
  • 3 个月分析师支持

目录

第一章简介

  • 研究假设和市场定义
  • 调查范围

第二章调查方法

第三章执行摘要

第四章市场洞察

  • 市场概况
  • 产业吸引力波特五力分析
    • 供应商的议价能力
    • 消费者议价能力
    • 新进入者的威胁
    • 竞争公司之间的敌对关係
    • 替代品的威胁
  • 产业价值链分析
  • COVID-19 对市场的影响
  • 技术简介

第五章市场动态

  • 市场驱动因素
    • 社群媒体管道增加
    • 越来越需要利用行销预算来获得有效的投资报酬率
    • 采用云端技术和巨量资料
  • 市场限制因素
    • 行销分析软体的高实施成本与系统整合问题
    • 许多免费和开放原始码软体的可用性
  • 技术简介

第六章 市场细分

  • 按发展
    • 云
    • 本地
  • 按申请
    • 网路行销
    • 电子邮件行销
    • 内容行销
    • 社群媒体行销
    • 其他的
  • 按最终用户
    • 零售
    • BFSI
    • 教育
    • 卫生保健
    • 製造业
    • 旅游/酒店
    • 其他的
  • 按地区
    • 北美洲
    • 欧洲
    • 亚太地区
    • 拉丁美洲
    • 中东/非洲

第七章 竞争格局

  • 公司简介
    • IBM Corporation
    • Microsoft Corporation
    • Oracle Corporation
    • Salesforce.Com Inc.
    • Accenture PLC
    • Adobe Systems Incorporated
    • SAS Institute Inc.
    • Teradata Corporation
    • Neustar Inc.
    • Pegasystems Inc.
    • Tableau Software
    • Google LLC

第八章投资分析

第九章 市场机会及未来趋势

简介目录
Product Code: 49205

The Marketing Analytics Market size is estimated at USD 6.31 billion in 2024, and is expected to reach USD 11.54 billion by 2029, growing at a CAGR of 12.84% during the forecast period (2024-2029).

ing Analytics Market

Key Highlights

  • Marketing analytics solutions allow the stakeholders, including social media marketers and SEO managers, to measure, manage, and analyze the performance of marketing campaigns on platforms such as Google AdWords and Facebook Ads, thereby helping them reach targets and minimize costs.
  • Marketing analytics enables companies to understand their marketing campaigns' performance better and engage in comparative analysis to determine which application offers the highest returns. This is done by gauging critical business metrics, such as marketing attribution, overall marketing effectiveness, and Return on Investment (ROI).
  • The popularity of cloud-based marketing analytics software has increased owing to benefits such as better functionality and cost-effectiveness. This has encouraged service providers like Oracle Corporation and Adobe Inc. to offer cloud analytics solutions to marketers.
  • Real-time intelligence and predictive personalization, which are anticipated to be the most prodigious benefits of using marketing analytics solutions over the forecast period, were made possible by the development of artificial intelligence (AI) and machine learning (ML).
  • Marketing analytics helps both marketers and consumers. The insights allow marketers to target good ROI on marketing investments by analyzing what strategies are conducive to conversions and brand awareness. Through this, consumers can see personalized ads catering to their needs and interests.
  • Extensive data is available using marketing analytics software, which helps marketing teams analyze every customer click, impression, and view. However, a significant problem arises in the quality of the data, which needs to be improved, and the quality of the data is irrelevant if the firm's in-house team does not structure timely and allow them campaign insights. As per earlier research, much time is consumed in formatting the data, leaving less time for consumer insights analysis, hindering marketing analytics software's growth.
  • The COVID-19 pandemic brought about a paradigm shift in the behavior of individuals in terms of using different digital platforms for buying. Advertising companies are increasingly following digital marketing techniques and are providing publishers with advanced advertising capabilities.

Marketing Analytics Market Trends

The Cloud-based Solutions Segment is Expected to Witness Growth

  • Cloud computing technology is considered a powerhouse for market growth. Many large organizations deploy multiple marketing channels by leveraging extensive datasets. Cloud computing facilitates cost-effective data structuring using a marketing analytics platform. Cloud-based marketing analytics is growing in popularity, mainly due to its good functionality and cost-effectiveness. It allows Oracle Oracle Corporation and Adobe Inc. to offer cloud solutions to marketers.
  • The demand for the cloud system management market is driven by the increasing usage of hybrid and multi-cloud architectures, allowing consistent building and operation across cloud, on-premises, and edge environments. The cloud has dramatically aided initiatives for digital optimization and transformation.
  • Businesses invest in structured innovation programs to achieve growth objectives, react to market conditions, and carry out expedited digital transformation activities. For instance, Red Hat OpenShift, the industry-leading hybrid cloud container technology, was created by IBM. With Red Hat OpenShift, users can create and use cloud services from any cloud, anywhere.
  • Banking and financial institutions can significantly benefit from on-demand scalable infrastructure services, adequate data and storage management, SDI-enabled private cloud infrastructure in pay-per-use models, AI-driven cloud management, and agile operations solutions that embrace their cloud adoption journey. According to data from Eurostat, 45% of enterprises in the European Union bought cloud services in 2023. Also, the most significant number of enterprises that bought various cloud computing services were in Finland (78.3%), followed by Sweden (71.6%) and Denmark (69.5%).
  • Furthermore, cloud-based marketing analytics software further provides scalability and flexibility for data analysis, which boosts the market growth for this type of software. Combining artificial intelligence and cloud-based platforms can provide many techniques that facilitate multiple options to address challenges. These provide recommendations to business owners regarding marketing campaigns. Such features increase the adoption of digital marketing campaigns, which is expected to propel the market during the forecast period.

North America is Expected to Hold the Majority of Market Share

  • Owing to innovations, North America is expected to dominate the marketing analytics market. Most major global vendors are based in the region. The increasing investment in marketing services and an enormous social media presence make the country a lucrative hub for the market.
  • Factors such as the increasing adoption of SaaS cloud services, increasing demand for data integration services, and expanding 5G network coverage are expected to provide a massive scope for the region's market. In May 2023, Microsoft announced an investment of USD 13 billion in OpenAI and its early efforts to integrate AI technology into Bing's search engine and other products such as e-mail, Word, and Excel. Microsoft is rolling out a chatbot or Copilot that allows users to make sense of the information stored in corporate databases.
  • The increasing demand for digital marketing and the growing need to integrate advanced technologies such as machine learning (natural language processing) and data cloud in marketing practices are dominant factors leveraging market growth in North America.
  • The adoption of retail marketing analytics solutions in the United States is increasing as more retailers realize significant returns from using BI and analytics platforms and services. Major factors driving the retail marketing analytics market in the region are growing online shopping, social media utilization, consecutive increases in Big Data, and the proliferation of smartphones, which have made shopping easy for customers.

Marketing Analytics Industry Overview

The marketing analytics market is highly competitive and consists of several major players. Few big competitors now control most of the market in terms of market share. These players are concentrating on growing their international consumer base. Major players include IBM Corporation, Microsoft, and Oracle Corporation.

September 2023: Oracle expanded its cloud offerings to address customized needs and growing demand for Oracle Cloud Infrastructure (OCI) services. The newest offerings include Oracle Database@Azure and MySQL HeatWave Lakehouse on AWS. These provide the flexibility to use cloud services anywhere and ensure data privacy, low latency requirements, and access to more than 100 services without any constraints on the volume of workload.

September 2023: Salesforce and Google declared an expansion of the strategic partnership to integrate Salesfore's #1 AI CRM and Google Workspace to enhance productivity with AI. This collaboration included the integration of Google Calendar, Docs, Meet, Gmail, and others to facilitate generative AI experiences across platforms.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness Porter's Five Force Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Consumers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Intensity of Competitive Rivalry
    • 4.2.5 Threat of Substitutes
  • 4.3 Industry Value Chain Analysis
  • 4.4 Impact of COVID-19 on the Market
  • 4.5 Technology Snapshot

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Increase in Social Media Channels
    • 5.1.2 Increasing Need to Utilize Marketing Budgets for an Effective ROI
    • 5.1.3 Adoption of Cloud Technology and Big Data
  • 5.2 Market Restraints
    • 5.2.1 High Cost of Implementation and System Integration Issues for Marketing Analytics Software
    • 5.2.2 Availability of Many Free Open Source Software
  • 5.3 Technology Snapshot

6 MARKET SEGMENTATION

  • 6.1 By Deployment
    • 6.1.1 Cloud
    • 6.1.2 On-premise
  • 6.2 By Application
    • 6.2.1 Online Marketing
    • 6.2.2 E-mail Marketing
    • 6.2.3 Content Marketing
    • 6.2.4 Social Media Marketing
    • 6.2.5 Other Applications
  • 6.3 By End User
    • 6.3.1 Retail
    • 6.3.2 BFSI
    • 6.3.3 Education
    • 6.3.4 Healthcare
    • 6.3.5 Manufactuing
    • 6.3.6 Travel and Hospitality
    • 6.3.7 Other End Users
  • 6.4 By Geography
    • 6.4.1 North America
    • 6.4.2 Europe
    • 6.4.3 Asia-Pacific
    • 6.4.4 Latin America
    • 6.4.5 Middle East and Africa

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 IBM Corporation
    • 7.1.2 Microsoft Corporation
    • 7.1.3 Oracle Corporation
    • 7.1.4 Salesforce.Com Inc.
    • 7.1.5 Accenture PLC
    • 7.1.6 Adobe Systems Incorporated
    • 7.1.7 SAS Institute Inc.
    • 7.1.8 Teradata Corporation
    • 7.1.9 Neustar Inc.
    • 7.1.10 Pegasystems Inc.
    • 7.1.11 Tableau Software
    • 7.1.12 Google LLC

8 INVESTMENT ANALYSIS

9 MARKET OPPORTUNITIES AND FUTURE TRENDS