[137 Pages Report] The global marketing analytics market is expected to grow from $1.20 billion in 2014 to $2.10 billion by 2019, at a Compound Annual Growth Rate (CAGR) of 11.84%.

Marketing analytics comprises the process and technologies that enable marketers to evaluate the success of their efforts. It is a practice of measuring, managing, controlling and analyzing the marketing performance in order to maximize the effectiveness and optimize the Return on Investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insight into customer preferences and trends. The marketing analytics software market solutions allow them 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. The marketing activities are managed by the managers based on the conclusion drawn from the software which enhances their content sharing and customer involvement over the social media, as well as resolve the issues of the business, if any.

The key drivers of this marketing analytics software market includes increasing trend of social media channels, need of exact calculation of ROI on online marketing efforts, and the need for understating the customer behavior. Also there is huge increase in investment by the companies across globe for the marketing analytics in order to maximize their Marketing Return on Investment (MROI) and have competitive advantage.

In addition to this, the need of traffic analysis on a particular online marketing channel is also driving the growth of this market. However, cost of deploying the marketing analytics software and easy availability of open-source solution are restraining the growth of this market. The major challenge faced by the vendors of marketing analytics software is to create awareness among the customers about the software and its features.

The marketing analytics software market report covers seven applications namely social media marketing, Email marketing, SEO marketing, pay per click marketing, display marketing, video marketing, and content marketing. Content marketing is the largest application area of this market, and display market holds least application area. The market is segmented into nine verticals; retail, Consumer Packaged Goods (CPG), high-tech manufacturing, energy and utility, Banking, Financial services and Institutions (BFSI), healthcare, e-commerce, media and entertainment, and other verticals. The software has a huge demand from the retail sector and CPG sector.

Besides, the market is also segmented on the basis of end users and deployment models. The end users market is further segmented into Small and Medium Enterprises (SMEs) and enterprises. The deployment model market is further segmented into on-premises market and hosted market.

This report gives the detailed analysis of trends and forecasts, competitive landscape, key drivers, restraints and opportunities, and analysis of the mergers and acquisitions related to the global marketing analytics software market. It also gives the detailed insight about five regions including North America (NA), Europe, Asia-Pacific (APAC), Middle East and Africa (MEA), and Latin America (LA).

The key market players of global marketing analytics software market are Accenture, Oracle, IBM, Adobe Systems, Wipro Corporation, SAS, Teradata, Harte Hank, Pegasystems and Experian.

Marketing analytics software automates the process of analyzing marketing activities across multiple channels. The software helps the marketers to get a complete view of their marketing activities. This holistic view helps them to 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 is expected to experience significant growth during the coming years as the need for the digital marketing has increased. The customer behavior is continuously changing and it can be tracked and understood from the abundant of data available over social media and support channels. Thus, the marketing analytic software takes this complex data and filters it according to the segmentation. This filtered data can help the marketer to know which customers are converting, what is the right medium to reach the customer, what are the customer�s requirements, and so on. The market landscape is shaped by the factors such as mergers and acquisition by the key players, growth in budget for marketing analytics, and changing customer behaviors.

The marketing analytics software market is expected to register tremendous growth in the coming years due to its features, which help the organizations with deeper insights about the market. The software is used in both the marketing methods, i.e., 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 how specific marketing activities affect sales. Whereas, B2B buyers require sophisticated analytics software that supports their sales processes and simplifies them.

The top key players driving the marketing analytics software market are Adobe, Accenture, Harte-Hank, IBM, Oracle, Pegasystem, Teradata, Wipro, and SAS.

The global marketing analytics market is expected to grow from $1.20 billion in 2014 to $2.10 billion by 2019, at a Compound Annual Growth Rate (CAGR) of 11.84%.

Marketing Analytics Software: Market Size and Growth Rate, 2014 - 2019 ($Million, Y-O-Y %)

Source: MarketsandMarkets Analysis