美國行銷分析市場：市場佔有率分析、產業趨勢與統計、成長預測（2025-2030 年）

US Marketing Analytics Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)

出版日期: 2025年01月05日 | 出版商:

Mordor Intelligence | 英文 100 Pages | 商品交期: 2-3個工作天內

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簡介目錄

美國行銷分析市場規模在 2025 年預估為 52.5 億美元，預計到 2030 年將達到 95.6 億美元，預測期內（2025-2030 年）的複合年成長率將超過 12.73%。

企業越來越意識到分析在客戶維繫和保持競爭力方面的好處。由於企業使用多種管道讓客戶了解情況並保持聯繫，分析解決方案可協助他們追蹤這些行為的影響。這就是為什麼公司將分析解決方案整合到其現有的 ERP 系統中，以利用產生的資料做出更好的決策。

主要亮點

大型企業使用網路分析和數位行銷工具來實現有效的投資收益（ROI）並提高業務績效。社群媒體平台也鼓勵負責人透過監控、增強和基準化分析社群媒體績效來投資線上行銷資料分析。
雲端技術和巨量資料的採用也促進了美國行銷分析市場的成長。雲端基礎的分析工具更受青睞，因為它們基於網路，不需要安裝任何硬體或軟體。利用先進的視覺化技術來創建全面且使用者友好的儀表板。
2023年5月，微軟宣布對人工智慧的投資。向 OpenAI 投資 130 億美元，並努力將 AI 技術融入其 Bing搜尋引擎和電子郵件、Word 和 Excel 等其他產品，以及微軟允許用戶訪問儲存在資料庫的舉措我們正在部署聊天機器人或副駕駛，幫助顧客理解他們收到的訊息。
零售業是行銷分析的重要用戶，尤其是隨著向數位轉型和創新店內營運技術的轉變。可操作資料對於減少結帳時的資產損失至關重要，這可以對收益和客戶體驗產生積極影響。
2022 年 5 月，智慧視訊分析公司 Deepnorth 宣布推出新的零售防損解決方案 Checkout IQ，以解決這個問題。該解決方案使用電腦視覺和人工智慧 (AI) 來減少結帳縮水並提供資料驅動的解決方案，幫助零售商保持競爭力、最大化收益並提供卓越的客戶體驗。 Deepnorth 也宣布完成由 Celesta Capital 和 YobiPartners主導的1,670 萬美元 A-1資金籌措。

美國行銷分析市場趨勢

雲端技術和巨量資料的採用預計將推動市場成長

雲端行銷是組織數位行銷策略的重要組成部分，涉及使用各種基於網路的技術在線上推廣產品和服務。這種方法使用社交媒體、網站、應用程式和電子郵件等線上平台與潛在客戶聯繫並推動銷售。
例如，企業可以在 Facebook、Instagram 和 Twitter 等社群媒體網站上進行有針對性的廣告宣傳，作為群眾外包行銷計畫的一部分。此外，雲端基礎的行銷平台提供數位行銷和線上廣告的專門功能，使企業能夠更有效地管理其網路行銷舉措。
雲端行銷的優點之一是能夠利用尖端的行銷資料和分析技術。透過將行銷資料從本地系統轉移到雲端，企業可以追蹤網站訪客、瀏覽量、喜歡、分享等重要資料。這些指標可協助企業確定宣傳活動是否成功並確定需要改進的領域。此外，企業可以使用雲端行銷自動化軟體來自動化他們的行銷工作。
客製化的雲端基礎設施也有助於管理日常流量。同時，強大的混合雲端解決方案還可以處理聖誕節、黑色星期五、節禮日和免費送貨日等高峰季節的流量激增。由於庫存管理、提高生產力、更好地管理客戶資料以及客製化客戶體驗等優勢，雲端運算在零售業的應用正在迅速成長。
此外，進階分析、快速洞察和雲端策略正在徹底改變數位格局，實現個人化的客戶體驗、全通路網路和敏捷的供應鏈。根據 IBM 和牛津經濟研究院的一項研究，零售業預計將更多地轉向雲端託管環境，這表明雲端運算採用的趨勢良好。
總之，對於希望在線上促銷其產品和服務的組織來說，群眾外包行銷是一種有效的方法。透過利用各種基於網路的技術，企業可以接觸更多的人，追蹤重要資料，並自動化他們的行銷工作。隨著零售業對雲端運算的採用不斷成長，採用這項技術的公司可能會比不採用這項技術的公司更具競爭優勢。

零售業可望實現強勁成長

美國零售業是世界上最大的零售業之一，世界上許多最大的零售公司的總部都設在美國。在過去二十年裡，該國的零售總額大幅成長，從 2000 年的不到 3 兆美元增加到 2021 年的約 6.6 兆美元。
雖然冠狀病毒疫情影響了傳統零售業，但全國範圍內的企業停工和商店關閉刺激了網上零售的成長。 2022年第一季，電子商務占美國全部零售額的14%以上，較2019年同期成長近4%。因此，美國電子商務零售額近年來激增，2016年至2021年間，該國電子商務銷售額將成長超過4,870億美元。商店業務資料量的快速成長正在推動市場成長。
據 NewGenApps 稱，充分利用巨量資料分析潛力的零售商可以將其營業利潤率提高近 60%。此外，全通路零售商可以透過監控店內顧客行為並及時提供提案來激勵顧客在店內購物和隨後的線上購物，從而簡化購物流程。這些因素預計將推動零售行銷分析的採用。
在研究市場中收集資料並據此做出決策至關重要，尤其是在零售業。由於顧客直接決定零售商的成功，因此消費者的體驗和滿意度至關重要，這使得顧客和市場研究至關重要。客戶資料使零售商能夠了解購買決策的促進因素，而巨量資料在零售領域的引入使零售商能夠創造更相關、更有意義、更具吸引力的客戶體驗。這對於成功的商務策略和行銷策略也是必要的。

美國行銷分析產業概況

美國行銷分析市場競爭激烈，幾家大公司爭奪市場佔有率。目前，只有少數幾家公司佔據市場主導地位。這些產業巨頭主要致力於擴大國內和國際基本客群。

2023 年 9 月 - Oracle為 Orcale Fusion Cloud 客戶體驗 (CX) 添加新的人工智慧 (AI) 功能，以幫助負責人、負責人和服務代理增加收益並提供卓越的客戶體驗我們協助提供：現代人工智慧能夠透過自動化和對話介面提供相關內容、建議和見解，從而使負責人、負責人和服務代理從耗時的手動任務中解放出來。
2022 年 3 月－LinkedIn 收購以色列行銷分析Start-UpsOribi，大幅擴展其行銷解決方案。透過此次收購，LinkedIn 將探索新的方式幫助企業從其廣告和招募功能中獲益，同時提高整個平台的效能。 Oribi 的分析解決方案透過突出顯示公司需要採取行動以從商業趨勢中獲益的關鍵知識，提供了一種簡單的追蹤和回應方法。

其他福利：

Excel 格式的市場預測 (ME) 表
3 個月的分析師支持

Companies increasingly realize the benefits of analytics in retaining customers and staying competitive. Businesses use multiple channels to keep customers informed and connected, and analytics solutions help track the impact of these actions. This has led to integrating analytics solutions with existing ERP systems, utilizing the generated data for better decision-making.

Key Highlights

Large businesses use web analytics and digital marketing tools to achieve an effective return on investment (ROI) and improve performance. Social media platforms also encourage marketers to invest in online marketing data analysis by monitoring, enhancing, and benchmarking their social media performance.
The adoption of cloud technology and Big Data is also contributing to the growth of the marketing analytics market in the US. Cloud-based analytical tools are preferred as they are web-based, making hardware or software installation unnecessary. Advanced visualization techniques are being used to create comprehensive and user-friendly dashboards.
In May 2023, Microsoft has announced Investment in AI Chatbots are finding their way into data analysis of USD 13 billion investment in OpenAI and its early efforts to integrate AI technology into Bing's search engine and other products such as email, word and excel, and Microsoft is rolling out a chatbot or Copilot that allows users to make sense of the information stored in corporate databases.
The retail industry is a significant user of marketing analytics, particularly with the shift towards digital transformation and innovative store operations technologies. The need for actionable data is crucial in reducing asset loss at checkout, which can positively impact revenue and customer experience.
In May 2022, Deep North, an intelligent video analytics company, launched Checkout IQ, its new retail loss prevention solution, to combat this issue. The solution uses computer vision and artificial intelligence (AI) to reduce shrinkage at checkout, empowering retailers with data-driven tools to remain competitive, maximize revenue, and offer great customer experiences. Deep North also announced a USD 16.7 Million Series A-1 funding, led by Celesta Capital and YobiPartners.

US Marketing Analytics Market Trends

Adoption of Cloud Technology and Big Data is Expected to Drive the Market Growth

Cloud marketing is crucial to an organization's digital marketing strategy, leveraging various web-based technologies to promote goods and services online. This approach involves using online platforms, such as social media, websites, apps, emails, and more, to connect with potential customers and drive sales.
For instance, businesses may run targeted advertising campaigns on social media sites like Facebook, Instagram, or Twitter as part of their cloud marketing plan. Additionally, cloud-based marketing platforms offer specific capabilities for digital marketing or online advertising, enabling businesses to manage their web marketing initiatives more effectively.
One of the advantages of cloud marketing is that it allows businesses to leverage cutting-edge marketing data and analytics technologies. By moving their marketing data from local systems to the cloud, companies can track important data such as website visitors, views, likes, and shares. These indicators help businesses determine their campaigns' success and identify improvement areas. Moreover, companies can use cloud marketing automation software to automate their marketing efforts.
Customized cloud infrastructure can also help manage daily traffic. In contrast, a strong hybrid cloud solution can handle traffic spikes during peak seasons like Christmas, Black Friday, Boxing Day, and free-shipping days. Cloud adoption in the retail industry is growing rapidly due to benefits such as inventory control, increased productivity, better control of customer data, and customized customer experience.
In addition, advanced analytics, quick insights, and cloud strategies are transforming the digital landscape around personalized customer experiences, omnichannel networks, and agile supply chains. According to a study by IBM and Oxford Economics, a shift to cloud hosting environments is expected to gain traction for the retail sector, indicating promising trends in cloud adoption.
In conclusion, cloud marketing is an effective approach for organizations looking to promote their goods and services online. By leveraging various web-based technologies, businesses can reach a wider audience, track important data, and automate their marketing efforts. As cloud adoption in the retail sector continues to grow, businesses embracing this technology will have a competitive edge over those not.

Retail is Expected to Register the Significant Growth Rate

The retail industry in the United States is one of the largest in the world, with many of the world's biggest retailers headquartered there. Over the past two decades, total retail sales in the country experienced a significant increase, rising from just under three trillion dollars in 2000 to approximately 6.6 trillion dollars in 2021.
While the coronavirus epidemic impacted conventional retail sales, nationwide lockdowns, and store closures fueled the growth of online retail. In the first quarter of 2022, e-commerce accounted for more than 14% of all US retail sales, nearly 4% more than during the same period in 2019. As a result, US e-commerce retail sales have experienced a recent surge, with the value of e-commerce sales in the nation climbing by over 487 billion dollars between 2016 and 2021. The rapidly growing data volume across in-store operations drives the market's growth.
According to NewGenApps, retailers who leverage the full potential of big data analytics can optimize their operating margins by almost 60%. Additionally, omnichannel retailers can monitor in-store customer behavior and provide timely suggestions to incentivize in-store or later online purchases, thereby keeping the purchasing within the fold of the retailer. Due to these factors, adopting retail marketing analytics is expected to drive the market.
Collecting and making decisions based on that data in the studied market is vital, particularly in the retail industry. Customers are directly responsible for retailers' success, making shopper experience and customer satisfaction high on the priority list, and customer and market research crucial. Customer data enables retailers to understand what drives purchase decisions, and the introduction of big data in retail enables retailers to curate more relevant, meaningful, and engaging customer experiences. It is also necessary for developing a successful business and marketing strategy.

US Marketing Analytics Industry Overview

The marketing analytics market in the United States is highly competitive, with several major players vying for market share. Currently, only a few of these players dominate the market. These industry leaders primarily focus on expanding their customer base domestically and abroad.

September 2023 - Oracle added new artificial intelligence (AI) capabilities in Orcale Fusion cloud customer experience (cx)to help marketers, sellers, and service agents grow revenue and deliver exceptional customer experience. The latest AI capabilities liberate marketers, sellers, and service agents from time-consuming and manual tasks by unlocking relevant content, recommendations, and insights with automation and conversational interfaces.
March of 2022 - LinkedIn significantly expanded its marketing solutions offering by acquiring Oribi, an Israeli marketing analytics startup. This acquisition will help LinkedIn explore new methods to assist businesses in profiting from its advertising and recruitment capabilities while improving performance across its platform. Oribi's analytics solutions provide businesses with an easier way to track and respond to events by emphasizing the crucial knowledge they need to act upon to benefit from performance trends.

Additional Benefits:

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

1 INTRODUCTION

1.1 Study Deliverables
1.2 Study Assumptions
1.3 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

4.1 Market Overview
4.2 Industry Attractiveness Porter's Five Forces Analysis
- 4.2.1 Threat of New Entrants
- 4.2.2 Bargaining Power of Buyers/Consumers
- 4.2.3 Bargaining Power of Suppliers
- 4.2.4 Threat of Substitute Products
- 4.2.5 Intensity of Competitive Rivalry
4.3 Industry Value Chain Analysis
4.4 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

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 Manufacturing
- 6.3.6 Travel and Hospitality
- 6.3.7 Other End Users

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. (Tableau Software 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 Google LLC