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市場調查報告書
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1639394

行銷分析：市場佔有率分析、產業趨勢與統計、成長預測（2025-2030）

Marketing Analytics Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 110 Pages | 商品交期: 2-3個工作天內

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簡介目錄

預計 2025 年行銷分析市場規模將達到 71.2 億美元，到 2030 年預計將達到 130.3 億美元，預測期內（2025-2030 年）的複合年成長率為 12.84%。

分析市場-IMG1

主要亮點

  • 行銷分析解決方案使社交媒體行銷人員和 SEO 經理等相關人員能夠衡量、管理和分析 Google AdWords 和 Facebook Ads 等平台上的行銷宣傳活動的效果，幫助他們實現目標並最大限度地降低成本。 。
  • 行銷分析使企業能夠更好地了解其行銷宣傳活動的效果，並進行比較分析以確定哪些應用程式帶來最高的回報。它透過衡量行銷歸因、整體行銷成效和投資收益(ROI) 等關鍵業務指標來實現這一目標。
  • 雲端基礎的行銷分析軟體由於其卓越的功能和成本效益等優勢而變得越來越受歡迎。這促使 Oracle Corporation 和 Adob​​e Inc. 等服務供應商向負責人提供雲端分析解決方案。
  • 在預測期內使用行銷分析解決方案的最突出好處——即時智慧和預測個人化——得益於人工智慧 (AI) 和機器學習 (ML) 的發展。
  • 行銷分析對負責人和消費者都有幫助。透過這種洞察，負責人可以分析哪些策略能夠推動轉換和品牌知名度，從而實現更好的行銷投資報酬率。透過這種方式，消費者可以看到滿足他們需求和興趣的個人化廣告。
  • 行銷分析軟體提供對大量資料的訪問，使您的行銷團隊能夠分析每個客戶的點擊、廣告曝光率和查看。然而，資料品質存在嚴重問題，需要改進。如果公司的內部團隊無法及時建立數據以獲得宣傳活動洞察，那麼資料的品質就無關緊要。先前的研究表明，人們花費太多時間來格式化資料，而花在分析消費者洞察的時間較少，這阻礙了行銷分析軟體的發展。

行銷分析市場趨勢

雲端基礎解決方案市場預計將成長

  • 雲端運算技術被認為是市場成長的驅動力。許多大型企業經營多個行銷管道並擁有龐大的資料集。雲端運算讓您能夠輕鬆且經濟高效地利用行銷分析平台建立資料。雲端基礎的行銷分析越來越受歡迎，主要是因為它的功能和成本效益。這使得Oracle Corporation 和 Adob​​e Inc. 能夠向負責人提供雲端解決方案。
  • 混合和多重雲端架構的日益普及推動了雲端系統管理市場的需求，從而實現了跨雲端、本地和邊緣環境的一致部署和操作。雲端運算正在極大地推動數位最佳化和轉型工作。
  • 公司正在投資結構化創新計劃以實現成長目標、應對市場狀況並進行快速的數位轉型活動。例如，業界領先的混合雲容器技術Red Hat OpenShift就是由IBM開發的。 Red Hat OpenShift 使用戶能夠從任何地方建立和使用雲端服務。
  • 銀行和金融機構需要按需可擴展的基礎設施服務、適當的資料和儲存管理、具有 SDI 支援的計量收費模式的私有雲端基礎設施、由AI 驅動的雲端管理以及敏捷團隊來迎接他們的雲端採用之旅。根據歐盟統計局的資料，到 2023 年，歐盟 45% 的企業將購買雲端服務。芬蘭購買一系列雲端處理服務的公司數量最多（78.3%），其次是瑞典（71.6%）和丹麥（69.5%）。
  • 此外，雲端基礎的行銷分析軟體為資料分析提供了更多的擴充性和靈活性，從而促進了此類軟體的市場成長。人工智慧與雲端基礎平台結合可以提供多種技術，為應對挑戰提供多種選擇。這些為企業主提供了有關行銷宣傳活動的建議。預計這些功能將增加數位行銷宣傳活動的採用，從而在預測期內推動市場發展。

預計北美將佔據大部分市場佔有率

  • 由於技術創新，北美有望主導行銷分析市場。世界上大多數主要供應商都位於該地區。不斷增加的行銷服務投資和龐大的社交媒體影響力使該國成為有利的市場基礎。
  • 預計 SaaS 雲端服務的採用率不斷提高、資料整合服務的需求不斷增加以及 5G 網路普及率不斷提高等因素將為該地區的市場帶來巨大潛力。 2023年5月，微軟宣布向OpenAI投資130億美元，並初步努力將AI技術融入其Bing搜尋引擎以及電子郵件、Word和Excel等其他產品中。微軟正在推出聊天機器人和 Copilot，幫助用戶了解公司資料庫中儲存的資訊。
  • 對數位行銷的需求不斷成長以及將機器學習（自然語言處理）和資料雲等先進技術融入行銷實踐的需求不斷成長，是推動北美市場成長的主要因素。
  • 隨著越來越多的零售商透過使用 BI 和分析平台和服務獲得可觀的回報，美國對零售行銷分析解決方案的採用正在增加。推動該地區零售行銷分析市場的主要因素是網路購物的擴張、社交媒體的利用、巨量資料的不斷成長以及智慧型手機的普及為顧客購物帶來的便利。

行銷分析產業概覽

行銷分析市場競爭激烈，由幾家大公司組成。目前，有少數主要競爭對手控制著大部分市場佔有率。這些參與者專注於擴大其國際消費群。主要參與者有IBM公司、微軟公司、Oracle公司等。

2023 年 9 月： Oracle擴展了其雲端服務，以滿足客製化需求和對Oracle雲端基礎架構 (OCI) 服務日益成長的需求。最新產品包括 AWS 上的 Oracle Database@Azure 和 MySQL HeatWave Lakehouse。它們讓您可以靈活地在任何地方使用雲端服務，並確保資料隱私、低延遲要求以及存取 100 多種服務且工作負載量不受限制。

2023 年 9 月， 銷售團隊與 Google 宣布擴大策略夥伴關係，將銷售團隊的 #1 AI CRM 與 Google Workspace 結合，透過 AI 提高生產力。此次合作將包括與 Google 日曆、Docs、Meet、Gmail 等的整合，以促進跨平台的生成性 AI 體驗。

其他福利：

  • Excel 格式的市場預測 (ME) 表
  • 3 個月的分析師支持

目錄

第 1 章 簡介

  • 研究假設和市場定義
  • 研究範圍

第2章調查方法

第3章執行摘要

第4章 市場洞察

  • 市場概況
  • 產業吸引力波特五力分析
    • 供應商的議價能力
    • 消費者議價能力
    • 新進入者的威脅
    • 競爭對手之間的競爭
    • 替代品的威脅
  • 產業價值鏈分析
  • COVID-19 市場影響
  • 技術簡介

第5章 市場動態？

  • 市場促進因素
    • 社群媒體管道的興起
    • 利用行銷預算實現有效投資回報的需求日益成長
    • 採用雲端技術和巨量資料
  • 市場限制
    • 行銷分析軟體實施成本高及系統整合問題
    • 提供大量免費和開放原始碼軟體
  • 技術簡介

第6章 市場細分

  • 按部署
    • 雲
    • 本地
  • 按應用
    • 網路行銷
    • 電子郵件行銷
    • 內容行銷
    • 社群媒體行銷
    • 其他
  • 按最終用戶
    • 零售
    • BFSI
    • 教育
    • 衛生保健
    • 製造業
    • 旅遊與飯店
    • 其他最終用戶
  • 按地區
    • 北美洲
    • 歐洲
    • 亞洲
    • 澳洲和紐西蘭
    • 拉丁美洲
    • 中東和非洲

第7章 競爭格局

  • 公司簡介
    • 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8章投資分析

第9章 市場機會與未來趨勢

簡介目錄
Product Code: 49205

The Marketing Analytics Market size is estimated at USD 7.12 billion in 2025, and is expected to reach USD 13.03 billion by 2030, at a CAGR of 12.84% during the forecast period (2025-2030).

ing Analytics Market - IMG1

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.

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
    • 6.4.4 Australia and New Zealand
    • 6.4.5 Latin America
    • 6.4.6 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