고객 분석 : 시장 점유율 분석, 산업 동향, 통계, 성장 예측(2025-2030년)

The customer analytics market size is valued at USD 14.82 billion in 2025 and is forecast to climb to USD 35.37 billion by 2030, advancing at a 19.01% CAGR.

Adoption accelerates as enterprises pivot toward data-driven engagement, replace high-cost mass marketing, and synchronize fragmented digital touchpoints. Cloud deployment remains the primary architecture because firms prefer scalable pay-as-you-go models that avoid capital outlays, while AI-augmented modules gain traction as organizations demand automated insight production. Vertical expansion continues beyond retail into highly regulated sectors such as healthcare, where analytics supports compliance and personalised care delivery. Competitive intensity rises as platform vendors embed analytics inside existing applications to lock in customers and defend share against smaller specialists. At the same time, data-sovereignty regulations and talent shortages temper short-term expansion by forcing businesses to re-engineer architectures and source external expertise.

Global Customer Analytics Market Trends and Insights

Rising Demand for Hyper-Personalised Customer Experience

Escalating acquisition costs force firms to prioritise retention, elevating personalisation from marketing goal to core operating principle. Adobe found 71% of consumers expect brands to anticipate needs, yet fewer than 40% of companies deliver at scale. Streaming providers illustrate impact: Netflix attributes roughly 80% of viewer engagement to its data-driven recommendation engine that adapts to real-time behavioural signals. Hospitality operators mirror this shift, with nearly nine in 10 hotels deploying AI-enhanced guest interactions that command premium room rates. The linkage between insight quality and revenue uplift encourages cross-industry investment in advanced segmentation, propensity modelling and next-best-action engines, fuelling growth across the customer analytics market.

Cloud-Native Analytics Lowers TCO for SMEs

Small and medium enterprises increasingly adopt cloud services because subscription models remove large capital outlays and shorten deployment cycles. US surveys show annual technology spending for many SMEs falls between USD 10,000 and USD 49,000, making scalable pay-per-use analytics financially attractive. Public cloud providers anticipate spending to top USD 1 trillion by 2028, and enterprise architects report that 85% of new workloads will follow cloud-first principles by 2025. For European mid-sized firms, 40% cite financial uncertainty as a barrier to digital projects-a gap that cloud platforms close by converting fixed costs into operating expenses.

Data-Sovereignty Laws Fragment Global Rollouts

Governments tighten control over personal data storage and cross-border transfers, forcing multinationals to build region-specific stacks and duplicate data pipelines. The US Department of Justice rule blocking access to sensitive American data by countries of concern exemplifies this shift and adds compliance overhead starting April 2025. Organisational architects must balance GDPR, the Cloud Act and divergent APAC residency mandates, often choosing to localise processing rather than centralise, which delays unified customer-view projects and slows customer analytics market adoption in complex operating models.

Other drivers and restraints analyzed in the detailed report include:

1. AI-Augmented Self-Service Analytics Democratises Insights
2. Customer Data Platforms Bundled into Mar-Tech Suites
3. Shortage of Composable Data-Product Talent

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Cloud solutions account for 62% of 2024 revenue and are projected to grow at a 21.40% CAGR through 2030 as firms prefer elastic scaling and reduced maintenance overhead. In many cases the customer analytics market size for cloud deployments is expected to exceed USD 25 billion by 2030 at segment level. On-premises environments persist in finance and public-sector contexts that enforce tight latency or residency controls, yet investment concentrates on hybrid approaches that keep sensitive data local while offloading heavy computation to public clouds. Microsoft reported Azure growth of 35% in Q3 2025, attributing almost half the incremental revenue to AI services that power real-time segmentation and propensity modelling. Oracle's multicloud pact with AWS demonstrates how previously rival platforms now interconnect to meet enterprise demand for flexible analytics migration paths.

Enterprises that shift to cloud note faster experimentation cycles: data teams spin up sandbox environments within minutes and de-commission them once models are validated, a process that once required weeks of procurement and installation when hardware was on-premises. Subscription pricing converts large upfront investments into operational expense, easing budget approvals especially for SMEs. As vendors introduce industry-specific compliance blueprints, regulated sectors increasingly migrate analytical workloads, further broadening the customer analytics market.

Dashboard and reporting software still represents 27% of 2024 revenue because visual summaries remain the gateway for non-technical managers. Yet AI-augmented modules are expanding at a 24.60% CAGR to 2030, positioning them as the fastest-growing layer of the customer analytics market. These engines automate feature engineering, model selection and scenario analysis, thereby shortening the path from raw data to actionable insight. Adobe integrated generative AI across its Digital Experience suite and generated USD 5.37 billion in 2024, validating appetite for embedded intelligence.

Voice-of-Customer, social-media and web-analytical applications continue carving out specialised use cases, but they are converging under broader customer-data-platform umbrellas that centralise schema, consent and identity resolution. ETL tools evolve from batch integrations into real-time pipelines that refresh feature stores in seconds, enabling content and pricing engines to react to customer context during live engagements. Suppliers that automate data quality and governance directly within these flows differentiate strongly amid growing privacy scrutiny.

Customer Analytics Market is Segmented by Deployment Type (On-Premises and Cloud-Based), Solution (Social-Media Analytical Tools, Web Analytical Tools and More), Organization Size (SMEs, Large Enterprises), Service (Managed Service, Professional Service), End-User Industry (Telecommunications and IT, Travel and Hospitality and More) and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Geography Analysis

North America dominates spending owing to deep cloud penetration, mature data-science talent pools and strong venture funding that topped USD 109.1 billion for AI start-ups in 2024. Vendors leverage dense data-centre footprints across the United States and Canada to deliver low-latency inference for real-time personalisation campaigns. Regulatory policy remains comparatively flexible, though state-level privacy acts require region-specific consent controls. Mexico's emerging e-commerce ecosystems create incremental demand as retailers seek insight into omnichannel buyer behaviour.

Europe follows closely as organisations comply with GDPR, driving uptake of privacy-by-design analytics frameworks. Germany and the United Kingdom lead adoption, supported by manufacturing and financial-services modernisation, while France and Italy accelerate digital programmes through government-backed stimulus. Data-localisation mandates compel vendors to operate multi-region clusters, increasing operating costs yet boosting trust among privacy-sensitive customers. EU initiatives around trusted-cloud labels and secure analytics sandboxes further influence architectural decisions.

APAC represents the fastest-expanding region, with 43% of enterprises planning >20% AI budget increases over the coming year. China scales domestic large-language models to serve local regulations, prompting parallel ecosystems distinct from Western platforms. India's BFSI and telecom sectors invest heavily in data platforms to reach mobile-first users. Japan and South Korea emphasise omnichannel retail analytics, and Australia maintains steady growth on the back of strong cloud infrastructure and favourable currency trends. Overall, regional AI expenditure could exceed USD 110 billion by 2028, sustaining robust expansion of the customer analytics market.

1. Adobe
2. Alteryx
3. Angoss Software Corp.
4. Axtria
5. Bridgei2i (Accenture)
6. IBM
7. Manthan Software
8. Microsoft
9. NGDATA
10. Oracle
11. Pitney Bowes
12. Salesforce
13. SAS Institute
14. TEOCO
15. Aruba Networks (HPE)

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 LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rising demand for hyper-personalised CX (mainstream)
  • 4.2.2 Cloud-native analytics lowers TCO for SMEs (mainstream)
  • 4.2.3 AI-augmented self-service analytics democratises insights (mainstream)
  • 4.2.4 Customer Data Platforms bundled into mar-tech suites (mainstream)
  • 4.2.5 Retail media networks opening first-party data pipes (under-the-radar)
  • 4.2.6 Embedded analytics inside SaaS workflows (under-the-radar)
• 4.3 Market Restraints
  • 4.3.1 Data-sovereignty laws fragment global roll-outs (mainstream)
  • 4.3.2 Shortage of composable data-product talent (mainstream)
  • 4.3.3 Shadow-IT sprawl creates duplicate customer IDs (under-the-radar)
  • 4.3.4 Ad-tech signal loss after third-party cookie deprecation (under-the-radar)
• 4.4 Value / Supply-Chain Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Porter's Five Forces Analysis
  • 4.7.1 Threat of New Entrants
  • 4.7.2 Bargaining Power of Buyers
  • 4.7.3 Bargaining Power of Suppliers
  • 4.7.4 Threat of Substitutes
  • 4.7.5 Intensity of Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Deployment Type
  • 5.1.1 On-premise
  • 5.1.2 Cloud-based
• 5.2 By Solution
  • 5.2.1 Social-Media Analytical Tools
  • 5.2.2 Web Analytical Tools
  • 5.2.3 Dashboard and Reporting Tools
  • 5.2.4 Voice of Customer (VoC)
  • 5.2.5 ETL (Extract-Transform-Load)
  • 5.2.6 Advanced Analytical Modules
• 5.3 By Organisation Size
  • 5.3.1 SMEs
  • 5.3.2 Large Enterprises
• 5.4 By End-user Industry
  • 5.4.1 Telecommunications and IT
  • 5.4.2 Travel and Hospitality
  • 5.4.3 Retail
  • 5.4.4 BFSI
  • 5.4.5 Media and Entertainment
  • 5.4.6 Healthcare
  • 5.4.7 Transportation and Logistics
  • 5.4.8 Manufacturing
  • 5.4.9 Other Industries
• 5.5 By Service
  • 5.5.1 Managed Service
  • 5.5.2 Professional Service
• 5.6 By Geography
  • 5.6.1 North America
    • 5.6.1.1 United States
    • 5.6.1.2 Canada
    • 5.6.1.3 Mexico
  • 5.6.2 South America
    • 5.6.2.1 Brazil
    • 5.6.2.2 Argentina
    • 5.6.2.3 Rest of South America
  • 5.6.3 Europe
    • 5.6.3.1 United Kingdom
    • 5.6.3.2 Germany
    • 5.6.3.3 France
    • 5.6.3.4 Italy
    • 5.6.3.5 Rest of Europe
  • 5.6.4 Asia-Pacific
    • 5.6.4.1 China
    • 5.6.4.2 Japan
    • 5.6.4.3 India
    • 5.6.4.4 South Korea
    • 5.6.4.5 Rest of Asia-Pacific
  • 5.6.5 Middle East and Africa
    • 5.6.5.1 Middle East
    • 5.6.5.1.1 Israel
    • 5.6.5.1.2 Saudi Arabia
    • 5.6.5.1.3 UAE
    • 5.6.5.1.4 Turkey
    • 5.6.5.1.5 Rest of Middle East
    • 5.6.5.2 Africa
    • 5.6.5.2.1 South Africa
    • 5.6.5.2.2 Egypt
    • 5.6.5.2.3 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global-level Overview, Market-level Presence, Core Segments, Financials, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Adobe
  • 6.4.2 Alteryx
  • 6.4.3 Angoss Software Corp.
  • 6.4.4 Axtria
  • 6.4.5 Bridgei2i (Accenture)
  • 6.4.6 IBM
  • 6.4.7 Manthan Software
  • 6.4.8 Microsoft
  • 6.4.9 NGDATA
  • 6.4.10 Oracle
  • 6.4.11 Pitney Bowes
  • 6.4.12 Salesforce
  • 6.4.13 SAS Institute
  • 6.4.14 TEOCO
  • 6.4.15 Aruba Networks (HPE)

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-space and Unmet Need Analysis