세계의 잠재고객 분석 시장 : 컴포넌트, 플랫폼, 조직 규모, 업계별 예측(2025-2030년)

The Audience Analytics Market was valued at USD 4.29 billion in 2023, expected to reach USD 4.89 billion in 2024, and is projected to grow at a CAGR of 14.18%, to USD 10.87 billion by 2030.

Audience analytics is a vital aspect of market research that focuses on understanding the composition, behavior, and preferences of target audiences. Its scope involves collecting and analyzing data from various sources to yield insights that can enhance marketing strategies and product development. The necessity of audience analytics stems from the rapidly evolving consumer landscape, where personalized experiences are crucial for engagement and retention. It applies to multiple domains, including digital marketing, content creation, product innovation, and customer relationship management. For organizations, the end-use scope extends to optimizing advertising efforts, improving customer targeting, and increasing ROI.

Market insights reveal that key influencing growth factors for audience analytics include the increasing adoption of AI and machine learning, which automate data processing and offer predictive analytics capabilities. Furthermore, the proliferation of digital touchpoints provides ample data for more precise analytics. Opportunities arise in the development of real-time analytics platforms and in sectors like retail and entertainment, where consumer behavior is a primary focus. Recommendations for leveraging these opportunities include investing in state-of-the-art analytic tools and expanding the integration of cross-platform data to create a holistic view of audience behavior.

Challenges that may impede market growth include data privacy concerns and the complexity of managing large data volumes. The limitations of current analytics tools often involve difficulties in integrating diverse data sources and achieving actionable insights. To promote business growth, areas of innovation could involve enhancing data security measures, developing more intuitive analytics interfaces, and focusing on real-time audience engagement metrics. Research into voice and sentiment analysis technologies could also yield significant advantages. The nature of this market is dynamic and highly competitive, driven by continuous technological advancements and an increasing demand for personalized consumer experiences. Businesses that innovate and adapt to these complexities stand to gain a significant competitive edge.

Market Dynamics: Unveiling Key Market Insights in the Rapidly Evolving Audience Analytics Market

The Audience Analytics Market is undergoing transformative changes driven by a dynamic interplay of supply and demand factors. Understanding these evolving market dynamics prepares business organizations to make informed investment decisions, refine strategic decisions, and seize new opportunities. By gaining a comprehensive view of these trends, business organizations can mitigate various risks across political, geographic, technical, social, and economic domains while also gaining a clearer understanding of consumer behavior and its impact on manufacturing costs and purchasing trends.

• Market Drivers
  • Growing focus on improving audience experience
  • Increasing engagement of people on digital platforms and social media
  • Rising focus on competitive intelligence globally
• Market Restraints
  • Lack of awareness and huge initial upfront cost of audience analytics
• Market Opportunities
  • Incorporation of AI visual recognition and SaaS advertising platform
  • Ongoing advertising marketing and increasing adoption among SMEs
• Market Challenges
  • Security and privacy concerns associated with audience analytics

Porter's Five Forces: A Strategic Tool for Navigating the Audience Analytics Market

Porter's five forces framework is a critical tool for understanding the competitive landscape of the Audience Analytics Market. It offers business organizations with a clear methodology for evaluating their competitive positioning and exploring strategic opportunities. This framework helps businesses assess the power dynamics within the market and determine the profitability of new ventures. With these insights, business organizations can leverage their strengths, address weaknesses, and avoid potential challenges, ensuring a more resilient market positioning.

PESTLE Analysis: Navigating External Influences in the Audience Analytics Market

External macro-environmental factors play a pivotal role in shaping the performance dynamics of the Audience Analytics Market. Political, Economic, Social, Technological, Legal, and Environmental factors analysis provides the necessary information to navigate these influences. By examining PESTLE factors, businesses can better understand potential risks and opportunities. This analysis enables business organizations to anticipate changes in regulations, consumer preferences, and economic trends, ensuring they are prepared to make proactive, forward-thinking decisions.

Market Share Analysis: Understanding the Competitive Landscape in the Audience Analytics Market

A detailed market share analysis in the Audience Analytics Market provides a comprehensive assessment of vendors' performance. Companies can identify their competitive positioning by comparing key metrics, including revenue, customer base, and growth rates. This analysis highlights market concentration, fragmentation, and trends in consolidation, offering vendors the insights required to make strategic decisions that enhance their position in an increasingly competitive landscape.

FPNV Positioning Matrix: Evaluating Vendors' Performance in the Audience Analytics Market

The Forefront, Pathfinder, Niche, Vital (FPNV) Positioning Matrix is a critical tool for evaluating vendors within the Audience Analytics Market. This matrix enables business organizations to make well-informed decisions that align with their goals by assessing vendors based on their business strategy and product satisfaction. The four quadrants provide a clear and precise segmentation of vendors, helping users identify the right partners and solutions that best fit their strategic objectives.

Strategy Analysis & Recommendation: Charting a Path to Success in the Audience Analytics Market

A strategic analysis of the Audience Analytics Market is essential for businesses looking to strengthen their global market presence. By reviewing key resources, capabilities, and performance indicators, business organizations can identify growth opportunities and work toward improvement. This approach helps businesses navigate challenges in the competitive landscape and ensures they are well-positioned to capitalize on newer opportunities and drive long-term success.

Key Company Profiles

The report delves into recent significant developments in the Audience Analytics Market, highlighting leading vendors and their innovative profiles. These include Adobe Inc., Akamai Technologies, Inc., Audiense Limited, Brandwatch by Runtime Collective Limited, CabinetM, Inc., Comscore, Inc., Dstillery, Exaudi by Neodata Group S.r.l., Google LLC by Alphabet Inc., GWI by Trendstream Limited, Infegy, International Business Machines Corporation, Lotame Solutions, Inc., Meltwater, NetBase Solutions, Inc., Oracle Corporation, Piano Software Inc., Pulsar Platform by Fenix Media Ltd., Resonate Networks, Inc., SAS Institute Inc., Softcrylic, LLC, Stirista, LLC, StoryFit Inc., Verimatrix, Inc., and Zoomph.

Market Segmentation & Coverage

This research report categorizes the Audience Analytics Market to forecast the revenues and analyze trends in each of the following sub-markets:

• Based on Component, market is studied across Services and Solutions. The Services is further studied across Consulting & Advisory Services, Support & Maintenance Services, and Training & Implementation Services. The Solutions is further studied across Advertising & Marketing Analytics, Content Analytics, Customer Relationship Management Analytics, and Predictive Analytics.
• Based on Platform, market is studied across Mobile-Based, Social Media-Based, and Web-Based.
• Based on Organization Size, market is studied across Large Enterprises and Small & Medium-Sized Enterprises.
• Based on Vertical, market is studied across Banking, Finance & Insurance, Government & Public Sector, Healthcare & Life Sciences, IT & Telecommunication, Manufacturing, Media & Entertainment, Retail & Consumer Goods, and Travel & Hospitality.
• Based on Region, market is studied across Americas, Asia-Pacific, and Europe, Middle East & Africa. The Americas is further studied across Argentina, Brazil, Canada, Mexico, and United States. The United States is further studied across California, Florida, Illinois, New York, Ohio, Pennsylvania, and Texas. The Asia-Pacific is further studied across Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam. The Europe, Middle East & Africa is further studied across Denmark, Egypt, Finland, France, Germany, Israel, Italy, Netherlands, Nigeria, Norway, Poland, Qatar, Russia, Saudi Arabia, South Africa, Spain, Sweden, Switzerland, Turkey, United Arab Emirates, and United Kingdom.

The report offers a comprehensive analysis of the market, covering key focus areas:

1. Market Penetration: A detailed review of the current market environment, including extensive data from top industry players, evaluating their market reach and overall influence.

2. Market Development: Identifies growth opportunities in emerging markets and assesses expansion potential in established sectors, providing a strategic roadmap for future growth.

3. Market Diversification: Analyzes recent product launches, untapped geographic regions, major industry advancements, and strategic investments reshaping the market.

4. Competitive Assessment & Intelligence: Provides a thorough analysis of the competitive landscape, examining market share, business strategies, product portfolios, certifications, regulatory approvals, patent trends, and technological advancements of key players.

5. Product Development & Innovation: Highlights cutting-edge technologies, R&D activities, and product innovations expected to drive future market growth.

The report also answers critical questions to aid stakeholders in making informed decisions:

1. What is the current market size, and what is the forecasted growth?

2. Which products, segments, and regions offer the best investment opportunities?

3. What are the key technology trends and regulatory influences shaping the market?

4. How do leading vendors rank in terms of market share and competitive positioning?

5. What revenue sources and strategic opportunities drive vendors' market entry or exit strategies?

Table of Contents

1. Preface

• 1.1. Objectives of the Study
• 1.2. Market Segmentation & Coverage
• 1.3. Years Considered for the Study
• 1.4. Currency & Pricing
• 1.5. Language
• 1.6. Stakeholders

2. Research Methodology

• 2.1. Define: Research Objective
• 2.2. Determine: Research Design
• 2.3. Prepare: Research Instrument
• 2.4. Collect: Data Source
• 2.5. Analyze: Data Interpretation
• 2.6. Formulate: Data Verification
• 2.7. Publish: Research Report
• 2.8. Repeat: Report Update

3. Executive Summary

4. Market Overview

5. Market Insights

• 5.1. Market Dynamics
  • 5.1.1. Drivers
    • 5.1.1.1. Growing focus on improving audience experience
    • 5.1.1.2. Increasing engagement of people on digital platforms and social media
    • 5.1.1.3. Rising focus on competitive intelligence globally
  • 5.1.2. Restraints
    • 5.1.2.1. Lack of awareness and huge initial upfront cost of audience analytics
  • 5.1.3. Opportunities
    • 5.1.3.1. Incorporation of AI visual recognition and SaaS advertising platform
    • 5.1.3.2. Ongoing advertising marketing and increasing adoption among SMEs
  • 5.1.4. Challenges
    • 5.1.4.1. Security and privacy concerns associated with audience analytics
• 5.2. Market Segmentation Analysis
• 5.3. Porter's Five Forces Analysis
  • 5.3.1. Threat of New Entrants
  • 5.3.2. Threat of Substitutes
  • 5.3.3. Bargaining Power of Customers
  • 5.3.4. Bargaining Power of Suppliers
  • 5.3.5. Industry Rivalry
• 5.4. PESTLE Analysis
  • 5.4.1. Political
  • 5.4.2. Economic
  • 5.4.3. Social
  • 5.4.4. Technological
  • 5.4.5. Legal
  • 5.4.6. Environmental

6. Audience Analytics Market, by Component

• 6.1. Introduction
• 6.2. Services
  • 6.2.1. Consulting & Advisory Services
  • 6.2.2. Support & Maintenance Services
  • 6.2.3. Training & Implementation Services
• 6.3. Solutions
  • 6.3.1. Advertising & Marketing Analytics
  • 6.3.2. Content Analytics
  • 6.3.3. Customer Relationship Management Analytics
  • 6.3.4. Predictive Analytics

7. Audience Analytics Market, by Platform

• 7.1. Introduction
• 7.2. Mobile-Based
• 7.3. Social Media-Based
• 7.4. Web-Based

8. Audience Analytics Market, by Organization Size

• 8.1. Introduction
• 8.2. Large Enterprises
• 8.3. Small & Medium-Sized Enterprises

9. Audience Analytics Market, by Vertical

• 9.1. Introduction
• 9.2. Banking, Finance & Insurance
• 9.3. Government & Public Sector
• 9.4. Healthcare & Life Sciences
• 9.5. IT & Telecommunication
• 9.6. Manufacturing
• 9.7. Media & Entertainment
• 9.8. Retail & Consumer Goods
• 9.9. Travel & Hospitality

10. Americas Audience Analytics Market

• 10.1. Introduction
• 10.2. Argentina
• 10.3. Brazil
• 10.4. Canada
• 10.5. Mexico
• 10.6. United States

11. Asia-Pacific Audience Analytics Market

• 11.1. Introduction
• 11.2. Australia
• 11.3. China
• 11.4. India
• 11.5. Indonesia
• 11.6. Japan
• 11.7. Malaysia
• 11.8. Philippines
• 11.9. Singapore
• 11.10. South Korea
• 11.11. Taiwan
• 11.12. Thailand
• 11.13. Vietnam

12. Europe, Middle East & Africa Audience Analytics Market

• 12.1. Introduction
• 12.2. Denmark
• 12.3. Egypt
• 12.4. Finland
• 12.5. France
• 12.6. Germany
• 12.7. Israel
• 12.8. Italy
• 12.9. Netherlands
• 12.10. Nigeria
• 12.11. Norway
• 12.12. Poland
• 12.13. Qatar
• 12.14. Russia
• 12.15. Saudi Arabia
• 12.16. South Africa
• 12.17. Spain
• 12.18. Sweden
• 12.19. Switzerland
• 12.20. Turkey
• 12.21. United Arab Emirates
• 12.22. United Kingdom

13. Competitive Landscape

• 13.1. Market Share Analysis, 2023
• 13.2. FPNV Positioning Matrix, 2023
• 13.3. Competitive Scenario Analysis
• 13.4. Strategy Analysis & Recommendation

Companies Mentioned

• 1. Adobe Inc.
• 2. Akamai Technologies, Inc.
• 3. Audiense Limited
• 4. Brandwatch by Runtime Collective Limited
• 5. CabinetM, Inc.
• 6. Comscore, Inc.
• 7. Dstillery
• 8. Exaudi by Neodata Group S.r.l.
• 9. Google LLC by Alphabet Inc.
• 10. GWI by Trendstream Limited
• 11. Infegy
• 12. International Business Machines Corporation
• 13. Lotame Solutions, Inc.
• 14. Meltwater
• 15. NetBase Solutions, Inc.
• 16. Oracle Corporation
• 17. Piano Software Inc.
• 18. Pulsar Platform by Fenix Media Ltd.
• 19. Resonate Networks, Inc.
• 20. SAS Institute Inc.
• 21. Softcrylic, LLC
• 22. Stirista, LLC
• 23. StoryFit Inc.
• 24. Verimatrix, Inc.
• 25. Zoomph