세계의 마케팅 분석 소프트웨어 시장 - 규모, 점유율, 성장 분석 : 컴포넌트별, 용도별, 전개 모드별, 조직 규모별, 최종 이용 산업별, 지역별 산업 예측(2025-2032년)

Marketing Analytics Software Market size was valued at USD 5.06 Billion in 2023 and is poised to grow from USD 5.76 Billion in 2024 to USD 16.32 Billion by 2032, growing at a CAGR of 13.9% during the forecast period (2025-2032).

The growing emphasis on securing a stronger market presence and understanding consumer preferences is set to boost the adoption of marketing analytics tools among organizations. These tools provide valuable insights into marketing campaign performance and facilitate the identification of successful strategies through the evaluation of key metrics like marketing attribution and ROI. The advancement of cloud computing technology is a major growth driver, enabling marketers from large enterprises to manage vast datasets across various channels more efficiently and cost-effectively. The surge in popularity of cloud-based marketing analytics is evident as industry leaders like Oracle and Adobe offer tailored solutions. Additionally, the rise of social media platforms presents new marketing opportunities, allowing businesses of all sizes to leverage user data for enhanced product offerings and operations.

Top-down and bottom-up approaches were used to estimate and validate the size of the market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Market Segmental Analysis

Global Marketing Analytics Software Market is segmented by component, application, deployment mode, organization size, end-use industry and region. Based on component, the market is segmented into software and services. Based on application, the market is segmented into social media marketing, email marketing, seo marketing, content marketing, pay-per-click (PPC) marketing, display marketing and video marketing. Based on deployment mode, the market is segmented into on-premises and cloud. Based on organization size, the market is segmented into small and medium enterprises (SMEs) and large enterprises. Based on end-use industry, the market is segmented into retail, BFSI (banking, financial services, and insurance), healthcare, manufacturing, IT & telecom, media & entertainment, education and others. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Market

The Marketing Analytics Software market is significantly influenced by the rising demand for data-driven marketing practices. As businesses increasingly prioritize data-centric decision-making to inform their marketing strategies, there is a heightened reliance on analytics tools to extract valuable insights from vast amounts of data. This approach allows marketers to better comprehend customer behavior, preferences, and prevailing market trends. By harnessing these insights, companies can tailor their campaigns more effectively, optimize resource allocation, and enhance overall marketing performance. Consequently, this growing focus on data analytics not only propels the market forward but also reshapes how organizations engage with their target audiences.

Restraints in the Market

The marketing analytics software market faces several restraints, particularly related to data privacy concerns. As the reliance on customer data grows, issues surrounding data privacy and security have become increasingly prominent. Regulations such as the General Data Protection Regulation (GDPR) impose stricter requirements on data management practices, which directly impacts how marketers gather, store, and utilize customer information. These restrictions may hinder the ability of businesses to fully leverage data analytics tools, ultimately limiting their marketing effectiveness and strategies. Consequently, organizations must navigate these regulatory challenges while striving to maintain consumer trust and compliance, which can be a complex balancing act.

Market Trends of the Market

The trend toward cloud-based marketing analytics solutions is set to experience significant growth as small and medium enterprises (SMEs) increasingly adopt this deployment strategy. By leveraging cloud technology, SMEs can access advanced marketing analytics tools without overhauling their existing IT infrastructures, thereby enhancing operational efficiency and cost-effectiveness. The flexibility offered by public, private, and hybrid cloud options allows businesses to tailor solutions according to their specific needs and scalability requirements. As the demand for data-driven marketing strategies intensifies, the integration of cloud-based analytics will empower SMEs to make informed decisions, optimize campaigns, and ultimately drive business growth in a competitive market landscape.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Technological Advancement
• Regulatory Landscape
• Case Studies
• Customer & Buying Criteria Analysis
• Startup Analysis

Global Marketing Analytics Software Market Size by Component & CAGR (2025-2032)

• Market Overview
• Software
  • On-Premise
  • Cloud-Based
• Services
  • Professional Services
  • Consulting
  • Implementation
  • Support & Maintenance
  • Managed Services

Global Marketing Analytics Software Market Size by Application & CAGR (2025-2032)

• Market Overview
• Social Media Marketing
• Email Marketing
• SEO Marketing
• Content Marketing
• Pay-Per-Click (PPC) Marketing
• Display Marketing
• Video Marketing

Global Marketing Analytics Software Market Size by Deployment Mode & CAGR (2025-2032)

• Market Overview
• On-Premises
• Cloud

Global Marketing Analytics Software Market Size by Organization Size & CAGR (2025-2032)

• Market Overview
• Small And Medium Enterprises (SMEs)
• Large Enterprises

Global Marketing Analytics Software Market Size by End-Use Industry & CAGR (2025-2032)

• Market Overview
• Retail
• BFSI (Banking, Financial Services, And Insurance)
• Healthcare
• Manufacturing
• IT & Telecom
• Media & Entertainment
• Education
• Others

Global Marketing Analytics Software Market Size & CAGR (2025-2032)

• North America (Component, Application, Deployment Mode, Organization Size, End-Use Industry)
  • US
  • Canada
• Europe (Component, Application, Deployment Mode, Organization Size, End-Use Industry)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Component, Application, Deployment Mode, Organization Size, End-Use Industry)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Component, Application, Deployment Mode, Organization Size, End-Use Industry)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Component, Application, Deployment Mode, Organization Size, End-Use Industry)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• IBM Corporation (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Microsoft Corporation (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Oracle Corporation (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Salesforce.com Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Accenture PLC (Ireland)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Adobe Systems Incorporated (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• SAS Institute Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Teradata Corporation (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Pegasystems Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Tableau Software (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Google LLC (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• HubSpot, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• SAP SE (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Harte Hanks, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Marketo, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Act-On Software, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• SAS Institute Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations