Marketing Analytics Market - By Application (Social media marketing, E-mail Marketing, Search Engine Marketing, Content Marketing), By Deployment Model (On-Premises, Cloud), By End User, Forecast 2023 - 2032
Published Date: March - 2025 | Publisher: MIR | No of Pages: 240 | Industry: Media and IT | Format: Report available in PDF / Excel Format
View Details Buy Now 2890 Download Sample Ask for Discount Request CustomizationMarketing Analytics Market Size
Marketing Analytics Market size was USD 4.6 Billion in 2022 and is expected to have a CAGR of more than 19.5% between 2023 and 2032. Increasing demand for data-driven marketing is heavily driving the market growth.
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Companies are more and more dependent on data to gain insights into customer behavior, preferences, and industry trends. For example, in October of 2023, Analytic Edge launched Analytic Edge Qube, which is a SaaS marketing analytics solution for business enterprises. It offers a bundle of analytics instruments intended to heighten marketing efficacy and optimize Return on Investment (ROI) through delivering in-depth insights, thus supporting data-backed decision-making leading to better marketing strategy. The rising demand for decision-making on the basis of data facilitates the growth of the market for companies that intend to streamline their marketing efforts and achieve increased ROI.
| Report Attribute | Details |
|---|---|
| Base Year | 2022 |
| Market Size in 2022 | USD 4.6 Billion |
| Forecast Period | 2023 to 2032 |
| Forecast Period 2023 to 2032 CAGR | 19.5% |
| 2032 Value Projection | USD 27.6 Billion |
| Historical Data for | 2018 to 2022 |
| No. of Pages | 220 |
| Tables, Charts & Figures | 285 |
| Segments covered | Application, Deployment Model, and End User |
| Growth Drivers |
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| Pitfalls & Challenges |
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What are the growth opportunities in this market?
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Artificial Intelligence (AI) is the key driver of the market growth. The need for AI-based analytics solutions is growing as companies look to maximize marketing efforts, enhance customer interaction, and gain better ROI, propelling the market growth. For example, in October 2023, Act-On Software launched Advanced Analytics with AI, extending its marketing automation platform. This AI-based analytics bundle provides deep and customizable insights, going beyond traditional marketing reports. Based on Natural Language Processing (NLP), it provides comprehensive & versatile analytics, allowing customized interpretation of the data. The exorbitant expense of marketing analytics solutions poses significant challenges, particularly for Small & Medium Enterprises (SMEs). Most SMEs usually operate with tight budgets, which limit their ability to procure high-level analytics tools. The high level of software costs, implementation, and maintenance charges makes it challenging for SMEs to afford enterprise-level analytics solutions. The economic obstacle bars smaller firms from realizing the full utility of high-end data analytics, impairing their competitiveness in the marketing analytics industry.
COVID-19 Impact
The COVID-19 pandemic has caused an explosion in digital interactions, and this led to greater dependence on online channels for business and consumer interactions. This change boosted the role of marketing analytics as firms tried to decipher changing consumer patterns. The enhanced digital trail gave a trove of data, and businesses felt compelled to spend on sophisticated analytics tools to unravel consumer patterns, refine online tactics, and improve customer experiences, thus propelling the growth of the market.
Marketing Analytics Market Trends
Omnichannel analytics is a growing trend centered around end-to-end data aggregation and analysis from various customer touchpoints. With data unification across channels like web, mobile, social, and offline activity, companies receive a complete view of customer activity. The integrated solution enables insights into customer journeys, preferences, and interactions more profoundly. This allows for personalized & optimized marketing efforts across varied platforms for an omnichannel seamless, consistent, and personalized experience, enhancing engagement and converting more customers.
Real-time analytics is a growing trend that addresses the need for real-time insights of data on marketing. These tools analyze data as it is being created, and this facilitates prompt decision-making. Marketers can instantly make changes to campaigns through real-time measurements, fine-tuning strategies as circumstances change. With real-time access to data, companies become agile, reacting to customer actions almost instantly. This trend maximizes campaign efficacy, provides timely intervention, and makes dynamic adjustments possible, building more relevant, timely & effective marketing activities.
Marketing Analytics Market Analysis
Discover more about the most important segments driving this market
On the basis of the deployment model, the marketing analytics market is segmented into on-premises and cloud. The cloud segment held approximately 71% business share in 2022 and is expected to grow significantly because of its scalability, accessibility, and cost-effectiveness. Cloud-based analytics solutions provide flexibility in data storage, processing, and accessibility, allowing businesses to scale their analytics infrastructure on demand.
For example, in July 2023, Growth Loop collaborated with Google Cloud to drive marketing with data cloud and generative AI. The collaboration used the technologies of Google Cloud to empower businesses to reimagine their segmentation, activation, personalization, and measurement practices. This revolutionary strategy allows for more advanced & data-driven marketing activities for better performance and personalized experiences for customers.
Learn more about the key segments shaping this market
Based on end user, the marketing analytics market is categorized into retail & consumer goods, BFSI, healthcare, retail, media & communication, industrial and others. The retail & consumer goods segment accounted for a business share of 26% in 2022 and is poised to grow in the market due to heightened competition and evolving consumer behaviors. As businesses seek deeper insights into buyer preferences and behaviors, advanced analytics tools aid in understanding market trends, improving product positioning, and enhancing personalized marketing strategies. With increased demand for data-driven decision-making to meet dynamic consumer needs, the consumer goods sector is expected to invest significantly in marketing analytics, driving segment progress within the industry.
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North America is witnessing growth in the marketing analytics market. The region accounted for around 40% business share in 2022 and is projected to register significant growth over the forecast period due to advanced technological infrastructure and significant investments in data-driven solutions. With a robust digital ecosystem and a tech-savvy consumer base, the region fosters the adoption of sophisticated analytics tools. The presence of key industry players and a focus on innovative marketing strategies in sectors including retail, e-commerce, and finance drive the regional market expansion, positioning it as a leader in technological advancements and adoption.
Marketing Analytics Market Share
Major players operating in the marketing analytics industry are
- CleverTap
- HubSpot
- Mailchimp
- Microsoft Corporation
- Salesforce
- SAP SE
- SAS Institute, Inc.
- Semrush
HubSpot, Mailchimp, and Microsoft Corporation dominate the market owing to their comprehensive and user-friendly analytics tools. HubSpot offers an all-in-one marketing platform. Mailchimp excels in email marketing analytics and customer engagement. Microsoft provides advanced analytics solutions catering to diverse business needs. The user-centric interfaces, robust features, and wide-ranging capabilities of these companies make them dominant players as they can fulfill marketing analytics requirements effectively.
Marketing Analytics Industry News
- In August 2023, Merkle launched the UK’s largest and first AI-enabled google technology practice that unifies Google Marketing Platform and Google Cloud Platform teams within Dentsu Group. This integration caters to marketers' demands for comprehensive customer experience solutions, emphasizing privacy-centric measurements.
The marketing analytics market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Billion) from 2018 to 2032, for the following segments
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By Application, 2018 – 2032
- Social media marketing
- E-mail Marketing
- Search Engine Marketing
- Content Marketing
- Others
By Deployment Model, 2018 – 2032
- Cloud
- On-Premises
By End User, 2018 – 2032
- Retail & Consumer Goods
- BFSI
- Healthcare
- Retail
- Media & Communication
- Industrial
- Others
The above information is provided for the following regions and countries
- North America
- U.S.
- Canada
- Europe
- UK
- Germany
- France
- Italy
- Spain
- Nordics
- Asia Pacific
- China
- India
- ANZ
- Japan
- South Korea
- Southeast Asia
- Latin America
- Brazil
- Mexico
- Argentina
- MEA
- UAE
- South Africa
- Saudi Arabia
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