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1 MarketsandMarkets Publisher Sample Phone: (US) or or (Int'l) Hours: Monday - Thursday: 5:30am - 6:30pm EST Fridays: 5:30am - 5:30pm EST MarketResearch.com

2 MARKETING ANALYTICS SOFTWARE MARKET BY APPLICATION (SOCIAL MEDIA MARKETING, MARKETING, SEO MARKETING, PAY PER CLICK MARKETING, DISPLAY MARKETING, VIDEO MARKETING, CONTENT MARKETING) END USER (SMALL AND MEDIUM BUSINESSES, AND ENTERPRISES) GLOBAL FORECAST TO 2019 It s all about markets MARKETSANDMARKETS

3 MarketsandMarkets is a global market research and consulting company based in the U.S. We publish strategically analyzed market research reports and serve as a business intelligence partner to Fortune 500 companies across the world. MarketsandMarkets also provides multi-client reports, company profiles, databases, and custom research services. MarketsandMarkets covers fourteen industry verticals, including aerospace and defence, advanced materials, automotives and transportation, banking and financial services, biotechnology, chemicals, consumer goods, energy and power, food and beverages, industrial automation, medical devices, pharmaceuticals, semiconductor and electronics, and telecommunications and IT. Copyright 2014 MarketsandMarkets All Rights Reserved. This document contains highly confidential information and is the sole property of MarketsandMarkets. No part of it may be circulated, copied, quoted, or otherwise reproduced without the approval of MarketsandMarkets. 1

4 1 INTRODUCTION 1.1 OBJECTIVES OF THE STUDY To define, describe, and forecast the global marketing analytics software market on the basis of application, deployment, vertical, and end user To provide a detailed information regarding the major factors influencing the growth of the market (drivers, restraints, opportunities, and industry specific challenges) To strategically analyze micro markets with respect to individual growth trends, future prospects, and contribution to the total market To analyze the opportunities in the market for stakeholders and details of a competitive landscape for market leaders To forecast the size of the market segments with respect to five main regions, namely North America (NA), Europe, Asia-Pacific (APAC), Middle East and Africa (MEA), and Latin America (LA) To strategically profile key players and comprehensively analyze their market shares and core competencies To track and analyze competitive developments such as joint ventures, mergers and acquisitions, new product developments, and research and developments in the marketing analytics software market 1.2 MARKET DEFINITION Marketing analytics comprises the process and technologies that enable marketers to evaluate the success of their marketing efforts. It is a practice of measuring, managing, and analyzing the marketing performance to maximize the effectiveness and optimize the Return on Investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends. Marketing analytics allows a marketer to monitor the online marketing campaigns and respective outcomes, enabling them to spend each penny as effectively as possible. It can help marketing managers in the areas of product design, customer surveys, industry trends, and customer support 1.3 MARKET SCOPE In this report, marketing analytics software has been defined as sales and marketing analytical software that helps companies to evaluate the performance of their marketing activities by measuring them using important business metrics, such as Return on Investment (RoI), marketing attribution, and overall marketing effectiveness. The market study covers various marketing analytics software applications (including social media marketing, marketing, Search Engine Optimization (SEO) marketing, pay per click marketing, display marketing, video marketing, and content marketing) The market study covers marketing analytics software by vertical (retail; Consumer Packaged Goods (CPG); high-tech manufacturing; energy and utilities; Banking, Financial Services, and Insurance (BFSI); healthcare; e-commerce; media and entertainment; and other verticals The market study covers marketing analytics software by deployment model (on-premises and cloud) and end user (small and medium businesses and enterprises) The market has also been covered by region (NA, Europe, APAC, LA, and MEA) 2

5 This research report categorizes the marketing analytics software market into the following segments: Global Marketing Analytics Software Market, By Application Social Media Marketing Marketing SEO Marketing Pay Per Click Marketing Display Marketing Video Marketing Content Marketing Global Marketing Analytics Software Market, By Vertical Retail Consumer Packaged Goods High-Tech Manufacturing Energy & Utility BFSI Healthcare E-Commerce Media and Entertainment Others* *Others include telecommunication, travel and transport, and real estate Global Marketing Analytics Software Market, By Deployment Type On Premises Cloud Global Marketing Analytics Software Market, By End User Small and Medium Businesses (SMBs) Enterprises YEAR The historical year considered for the report is 2012, whereas the base year considered is The forecast period is from 2014 to The Compound Annual Growth Rate (CAGR) is determined from the year 2014 to

6 1.4 CURRENCY The base currency used in the report is U.S. dollars, with market size indicated only in $million For companies reporting their revenue in U.S. dollars, the revenues were picked from their annual reports For companies that reported their revenues in other currencies, average annual currency conversion rate was used for that particular year to convert the value in U.S. dollars 1.5 LIMITATIONS The study is limited to six types of applications in marketing methods, namely social media marketing, marketing, SEO marketing, pay per click marketing, display marketing, video marketing, and content marketing The report focuses on the marketing analytics carried for the online activities only and not for offline activities Services, internal staffing, and related expenses are not considered while forecasting the market size 1.6 MARKET STAKEHOLDERS Marketing analytics software providers Cloud solution providers Service professionals Investors and venture capitalists Market research and consulting firms 4

7 2 EXECUTIVE SUMMARY Marketing analytics software automates the process of analyzing marketing activities across multiple channels. The software helps the marketers to obtain a complete view of their marketing activities. This holistic view helps them optimize their marketing campaign and expenditure. Thus, the companies are deploying the marketing analytics software to decide their marketing strategy and elevate their customer interaction method. The marketing analytics software market has seen significant growth during recent years as the need for digital marketing has increased. Customer behavior is continuously changing, and it can be tracked and understood from the abundant data available over social media and support channels. Thus, the marketing analytic software takes this complex data available over social media and filters it according to the classifications such as age, gender, choice, color, and much more. This filtered data can help the marketers to know which customers are switching providers, what is the right medium to reach the customer, what are the customers requirements and so on. The market landscape is shaped by factors like mergers and acquisitions by key players, growth in budget for marketing analytics, and changing customer behavior. The marketing analytics software provides organizations deeper insights about the market. The software is used in both the marketing methods, Business-to-Consumer (B2C) marketing as well as Business-to- Business (B2B) marketing. The B2C buyers use the software to understand what drives customers to convert and to understand how specific marketing activities affect sales. The B2B buyers require sophisticated analytics software that supports their sales processes and simplifies them. The marketing analytics software market in the report has been segmented by solutions, deployment models, users, and regions. The solutions include social media marketing, marketing, SEO marketing, pay per click marketing, display marketing, video marketing, and content marketing. By deployment model, the market is segmented into on premises and cloud. By end users, the marketing analytics software market is segmented into SMBs and enterprises. The top key players driving the market are Adobe, Accenture, Harte-Hank, IBM, Oracle, Pega System, Teradata, Wipro, and SAS. 5

8 FIGURE 1 MARKETING ANALYTICS SOFTWARE MARKET SNAPSHOT (2014 VS. 2019): MARKET FOR CONTENT MARKETING IS EXPECTED TO DOUBLE IN THE NEXT FIVE YEARS CAGR% Social Media Marketing % Marketing % SEO Marketing % Pay Per Click Marketing % Display Marketing % Video Marketing % Content Marketing % $Million 0 Sources: SEC Filings, Investor Presentations, Expert Interviews, and MarketsandMarkets Analysis 6

9 ($Billion Market Size) Marketing Analytics Software Global Forecast To 2019 FIGURE 2 GLOBAL MARKETING ANALYTICS SOFTWARE MARKET SIZE, ($BILLION) Sources: SEC Filings, Investor Presentations, Expert Interviews, and MarketsandMarkets Analysis TABLE 1 MARKETING ANALYTICS SOFTWARE MARKET SIZE, ($MILLION) Year CAGR ( ) Market Size % Y-O-Y (%) Source: Press Releases, Investor Presentations, Expert Interviews, and MarketsandMarkets Analysis Note: the 2019 y-o-y growth is based on The above table describes the global marketing analytics software market share. The market is expected to grow from $ million from 2014 to $ million by 2019 with the CAGR of %. The increase in complex data and the need to analyze it to have successful marketing strategies are generating more demand for the marketing analytics software across organizations. 7

10 2.1 EVOLUTION The marketing analytics software market has significantly evolved over the past two decades. Earlier, there was only paper-based record of all marketing efforts done by marketing managers. This very was time consuming and less effective. Due to paper-based records, it required more resources to execute the task of analyzing the marketing efforts. Therefore, the cost involved in this procedure was comparatively high and was providing less return on investment for the companies. In late 1990s, some statistical and mathematical tools were developed in the Excel sheet to analyze the marketing efforts with the help of various statistical methods. These statistical methods contain various charts like line chart, bar chart, histogram, scatterplot, boxplot, Pareto chart, pie chart, area chart, control chart, and many more. These charts help a marketing manager to analyze data in more effective way in less time. In early 2000s, the era of online marketing began. Keeping track of all online marketing activities became very difficult for marketing managers. This problem created a vacuum in the software market, which was later fulfilled by the invention of marketing analytics software. Marketing analytics comprises the processes and technologies that enable marketers to evaluate the success of their marketing initiatives by measuring their performance using important business metrics such as RoI, marketing attribution, and overall marketing effectiveness. Marketing analytics gathers data from all marketing channels and consolidates it into a common marketing view. From this, a marketer can extract analytical results that can provide invaluable assistance in driving marketing efforts forward. Marketing analytics considers all marketing efforts across all channels over a span of time, which is essential for sound decision making and effective program execution. FIGURE 3 EVOLUTION OF MARKETING ANALYTICS SOFTWARE Development of statistical methods to analyze marketing efforts in Excel sheet Late 1990s to Early 2000s Early 1990s Completely paper-based analysis of marketing efforts Early 2000s and Beyond Emergence of marketing analytics software to analyze online marketing activities Sources: Press Releases, Magazines, Industry Journals, and MarketsandMarkets Analysis 8

11 FIGURE 4 LATIN AMERICA TO GROW AT THE HIGHEST RATE DURING THE NEXT FIVE YEARS $Million $Million LA is projected to grow at the highest rate during the forecast period, from 2014 to The marketing analytics software market is expected to reach $ million in 2019 from $ million in 2014 with the CAGR of %. Most of the market in LA is driven by Mexico and Brazil, as these countries are the fastest growing countries in terms of business in LA. Many organizations are entering the emerging markets of LA to strengthen their presence in this region and expand their business successfully. Therefore, companies across LA are adopting the marketing analytics software tool to enhance their marketing activities and attract the maximum number of customers efficiently in the allocated budget. The increase in budget for marketing analytics is driving the marketing analytics software market in LA. The emerging economy of LA is boosting the marketing analytics software market in this region. However, the cost associated with marketing analytics deployment is restricting the growth of marketing analytics software market in this region. Also, the lack of awareness and skillful labor is acting as a major barrier to the adoption of marketing analytics software by the organizations across this region. Many vendors of marketing analytics software are moving toward the emerging markets of LA. 9

12 Disclaimer: MarketsandMarkets strategic analysis services are limited publications containing valuable market information provided to a select group of customers in response to orders. Our customers acknowledge, when ordering, that MarketsandMarkets strategic analysis services are for our customers internal use and not for general publication or disclosure to third parties. Quantitative market information is based primarily on interviews and therefore, is subject to fluctuation. MarketsandMarkets does not endorse any vendor, product or service depicted in its research publications. MarketsandMarkets strategic analysis publications consist of the opinions of MarketsandMarkets' research and should not be construed as statements of fact. MarketsandMarkets disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. MarketsandMarkets takes no responsibility for any incorrect information supplied to us by manufacturers or users. All trademarks, copyrights and other forms of intellectual property belong to their respective owners and may be protected by copyright. Under no circumstance may any of these be reproduced in any form without the prior written agreement of their owner. No part of this strategic analysis service may be given, lent, resold or disclosed to non-customers without written permission. Reproduction and/or transmission in any form and by any means including photocopying, mechanical, electronic, recording or otherwise, without the permission of the publisher is prohibited. 10

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