行銷分析市場：市場佔有率分析、產業趨勢/統計、成長預測（2024-2029）

Marketing Analytics Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)

出版日期: 2024年07月15日 | 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

行銷分析市場規模預計到 2024 年為 63.1 億美元，預計到 2029 年將達到 115.4 億美元，在預測期內（2024-2029 年）複合年成長率為 12.84%。

主要亮點

行銷分析解決方案使社群媒體行銷人員和 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績效，幫助他們實現目標並最大限度地降低成本。
行銷分析使公司能夠更好地了解其行銷宣傳活動的績效，並進行比較分析以確定哪些應用程式提供最高的回報。這是透過衡量關鍵業務指標（例如行銷歸因、整體行銷成效和投資收益(ROI)）來完成的。
由於卓越的功能和成本效益等優勢，雲端基礎的行銷分析軟體越來越受歡迎。這促使 Oracle Corporation 和 Adobe Inc. 等服務供應商向負責人提供雲端分析解決方案。
人工智慧 (AI) 和機器學習 (ML) 市場開拓帶來的即時智慧和預測個人化預計將成為預測期內使用行銷分析解決方案的最顯著優勢。
行銷分析對負責人和消費者都有幫助。有了這種洞察力，負責人可以透過分析哪些策略可以推動轉換和品牌知名度，從而實現行銷投資的卓越投資報酬率。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，使行銷團隊能夠分析客戶的每次點擊、廣告曝光率和瀏覽。但資料品質有較大問題，亟待改進。資料的品質並不重要，除非公司的內部團隊能夠及時建立數據並提供宣傳活動洞察。先前的研究表明，花在格式化資料上的時間更多，而花在分析消費者洞察上的時間更少，這阻礙了行銷分析軟體的發展。
COVID-19 大流行使個人在利用各種數位平台進行購買方面的行為發生了模式轉移。廣告公司越來越遵循數位行銷方法，並向出版商提供先進的廣告功能。

行銷分析市場趨勢

雲端基礎的解決方案領域預計將成長

雲端運算技術被認為是市場成長的驅動力。許多大公司利用大量資料集來部署多種行銷管道。雲端運算使用行銷分析平台促進經濟高效的資料結構。雲端基礎的行銷分析越來越受歡迎，主要是因為其卓越的功能和成本效益。這使得Oracle Corporation 和 Adobe 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使用越來越多，推動了雲端系統管理市場的需求，這些架構可以實現跨雲端、本地和邊緣環境的一致建置和操作。雲端正在大力支持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、響應市場狀況並實施快速數位轉型活動。例如，業界領先的混合雲端容器技術Red Hat OpenShift就是由IBM開發的。紅帽 OpenShift 允許使用者從任何地方建立和使用雲端服務。
銀行和金融機構受益於按需可擴展的基礎設施服務、正確的資料和儲存管理、支援 SDI 的即用計量收費私有雲端基礎設施、人工智慧主導的雲端管理以及支援您的雲端採用之旅的敏捷營運解決方案您可以受益匪淺。根據歐盟統計局資料，2023年歐盟45%的企業將購買雲端服務。芬蘭購買各種雲端運算服務的公司數量也最多（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大的擴充性和靈活性，從而促進了此類軟體的市場成長。人工智慧和雲端基礎的平台的結合可以提供許多技術，促進多種選擇來應對挑戰。這些為企業主提供有關行銷宣傳活動的建議。這些功能預計將增加數位行銷宣傳活動的採用，並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，北美預計將主導行銷分析市場。世界上大多數主要供應商都位於該地區。對行銷服務的投資增加和強大的社交媒體影響力使該國成為市場的有利地點。
SaaS 雲端服務採用率的增加、資料整合服務需求的增加以及 5G 網路滲透率的提高等因素預計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 技術整合到其 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 Copilot，這是一個聊天機器人，可以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因素。
在美國，隨著越來越多的零售商利用 BI 和分析平台及服務實現更大的回報，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關鍵因素是網路購物的擴張、社交媒體的使用、巨量資料的不斷增加以及智慧型手機的普及為顧客帶來的購物便利性的增加。

行銷分析產業概述

行銷分析市場競爭激烈，由多家大公司組成。目前，有幾家大型競爭對手在市場佔有率方面控制著大部分市場。這些參與者專注於擴大他們的國際消費群。主要參與者包括 IBM 公司、微軟公司和甲骨文公司。

2023 年 9 月：Oracle 擴展其雲端服務，以滿足客製化需求以及對 Oracle 雲端基礎架構 (OCI) 服務不斷成長的需求。最新產品包括 AWS 上的 Oracle Database@Azure 和 MySQL HeatWave Lakehouse。它們提供了在任何地方使用雲端服務的靈活性，確保資料隱私、低延遲要求，並可以存取 100 多種服務以實現無限的工作負載。

2023 年 9 月：Salesforce 和 Google 宣布擴大策略夥伴關係，整合 Salesforce 排名第一的 AI CRM 和 Google Workspace，以利用 AI 提高生產力。此次合作包括與 Google Calendar、Docs、Meet、Gmail 等的整合，以推動跨平台的生成式 AI 體驗。

其他福利：

Excel 格式的市場預測 (ME) 表
3 個月分析師支持

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

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