Marketing analytics software provides tools and processes, which enable organizations to analyze, manage, measure, and control their marketing performance. It benefits in simplifying and optimizing marketing strategies, and suggests effective and improved marketing methods to several companies, thus, increasing their Return on Investment (ROI). Additionally, marketing analytics software helps monitor and manage customer relationships.

Increasing demand for analytic data pertaining to customer behavior and increasing number of social media channels are driving growth of the global marketing analytics software market

Increasing adoption of marketing analytics software is increasing the efficiency of marketing campaigns, by decreasing the market spending. Demand for analytics is increasing, as it helps understand preferences of consumers, further analyzing customer behavior, thus helping companies decide which services to upsell. Marketing analytics software also maximizes profit margins for software providers, owing to its improved performance in multiple areas of operation including customer analysis, and product positioning among others. These factors further enables the creation of efficient strategies. For instance, according to Coherent Market Insights’ analysis, globally, around 52% of customers are extremely influenced to switch brands, if a company does not personalize their communications with its customers. Therefore, understanding customer behavior is a major factor, propelling growth of the global marketing analytics software market.

Additionally, increasing number of social media channels is driving demand for marketing analytics software. The large volumes of consumer-related data obtained from the social media platforms, helps in analyzing data pertaining to consumer behaviour, which in turn increases the demand for marketing analytics software.

However, lack of awareness among the customers about the software and its features is the major challenge faced by the vendors of marketing analytics software.

Global Marketing Analytics Software Market: Taxonomy

On basis of application, global marketing analytics software market is segmented into:

  • Online Marketing
  • E-mail Marketing
  • Cloud Marketing
  • Content Marketing
  • Social Media Marketing

On basis of deployment, global marketing analytics software market is segmented into:

  • Cloud-based
  • On-premises

On basis of end users, global marketing analytics software market is segmented into:

  • Retail
  • Banking Financial Services and Insurance
  • Healthcare
  • Education
  • E-commerce

On basis of region, global marketing analytics software market is segmented into:

  • North America
  • Europe
  • Asia Pacific
  • Latin America
  • Middle East
  • Africa

Global Marketing Analytics Software Market: Regional Insights

On basis of geography, the global marketing analytics software market is segmented into North America, Europe, Asia Pacific, Latin America, Middle East, and Africa. North America is expected to witness highest growth in the marketing analytics software market over the forecast period. The U.S. is one of the major growth engines in the marketing analytics software market in North America. This growth is attributed to the large number of users actively participating in the social media activities in this country which includes Facebook, the most popular social network website in the U.S. based on visits, followed by YouTube and Twitter. This is further increasing the number of social media channels. For instance, according to the Coherent Market Insights analysis in 2016, 81% of the population in the U.S. were using Facebook in 2016, with around 207 million Facebook users in the country. Therefore, the increasing number of social media channels is expected to influence growth of the marketing analytics software market, during forecast period.

Global Marketing Analytics Software Market: Competitive Background

Key players operating in the global marketing analytics software market include IBM Corporation, Teradata Corporation, Good Data, Google LLC Inc., Adobe Systems, Salesforce, Neusta, Tableau Software, Pega Systems, and Oracle Corporation


Research Methodology

Coherent Market Insights followsa comprehensive research methodology focused on providing the most precise market analysis. The company leverages a data triangulation model which helps company to gauge the market dynamics and provide accurate estimates. Key components of the research methodologies followed for all our market reports include:

  • Primary Research (Trade Surveys and Experts Interviews)
  • Desk Research
  • Proprietor Data Analytics Model

In addition to this, Coherent Market Insights has access to a wide range of the regional and global reputed paid data bases, which helps the company to figure out the regional and global market trends and dynamics. The company analyses the industry from the 360 Degree Perspective i.e. from the Supply Side and Demand Side which enables us to provide granular details of the entire ecosystem for each study. Finally, a Top-Down approach and Bottom-Up approach is followed to arrive at ultimate research findings.

Data Triangulation Methodology | Coherent Market Insights

Coherent Market Insights desk research is based on a principle set of research techniques:

  • National level desk research: It Includes research analysis of regional players, regional regulatory bodies, regional trade associations, and regional organization.
  • Multinational level desk research: The research team keeps a track of multinational players, global regulatory bodies, global trade associations, and global organization.

Coherent Market Insights has a large amount of in-house repository of industry database. This is leveraged as a burner for initiating a new research study. Key secondary sources include:

  • Governmental bodies, National and international social welfare institutions, and organizations creating economic policies among others.
  • Trade association, National and international media and trade press.
  • Company Annual reports, SEC filings, Corporate Presentations, press release, news, and specification sheet of manufacturers, system integrators, brick and mortar - distributors and retailers, and third party online commerce players.
  • Scientific journals, and other technical magazines and whitepapers.

Market Analysis | Coherent Market Insights

Preliminary Data Mining

The raw data is obtained through the secondary findings, in house repositories, and trade surveys. It is then filtered to ensure that the relevant information including industry dynamics, trends, and outlook is retained for further research process.

Data Standardization

Holistic approach is used to ensure that the granular and uncommon parameters are taken into consideration to ensure accurate results. The information from the paid databases are further combined to the raw data in order to standardize it.

Coherent Statistical model

We arrive at our final research findings through simulation models. Coherent Data Analytics Model is a statistical tool that helps company to forecast market estimates. Few of the parameters considered as a part of the statistical model include:

  • Micro-economic indicators
  • Macro-economic indicators
  • Environmental indicators
  • Socio-political indicators
  • Technology indicators

Data Processing

Once the findings are derived from the statistical model, large volume of data is process to confirm accurate research results. Data analytics and processing tools are adopted to process large chunk of collected informative data. In case, a client customizes the study during the process, the research finding till then are benchmarked, and the process for new research requirement is initiated again.

Data Validation

This is the most crucial stage of the research process. Primary Interviews are conducted to validate the data and analysis. This helps in achieving the following purposes:

  • It provides first-hand information on the market dynamics, outlook, and growth parameters.
  • Industry experts validates the estimates which helps the company to cement the on-going research study.
  • Primary research includes online surveys, face-to face interviews, and telephonic interviews.

The primary research is conducted with the ecosystem players including, but not limited to:

  • Raw Material Suppliers
  • Manufacturers
  • System Integrators
  • Distributors
  • End-users