Analysis of the Global Online Analytics Market

• Publication date: December 2012
• Report size: 181 pages

The online analytics market is vibrant and dynamic. Though the value of online analytics is most immediately obvious in the realm of digital marketing, a shortage of expertise that can optimize available solutions exists. Online analytics are part of a larger trend toward big data and the use of complex algorithms to reveal market insights. These insights can inform strategies and create a competitive edge. Frost & Sullivan spoke with 17 vendors...

The online analytics market is vibrant and dynamic. Though the value of online analytics is most immediately obvious in the realm of digital marketing, a shortage of expertise that can optimize available solutions exists. Online analytics are part of a larger trend toward big data and the use of complex algorithms to reveal market insights. These insights can inform strategies and create a competitive edge. Frost & Sullivan spoke with 17 vendors and multiple end users to create a thorough market analysis. Figures include total market size and projections, regional analysis, and similar metrics for five subcategories of analytics: Web, mobile, online video, social, and apps.
Executive Summary
•Online analytics are integral to the digital marketplace. Across IP-enabled devices and Web browser platforms, analytics provide the logic and science for drawing conclusions about the performance of the Web site, page, or content within that site.
•Analytics are the tools with which Web content providers can assess, measure, test, and optimize page performance and achieve online and digital marketing goals.
•Analytics tools provide the quantitative foundation for integrating advanced optimization methodologies meant to improve site design, performance, and revenue generation.
•The online analytics industry is still in its adolescence and, in our view, has a very bright future. This analysis attempts to capture the excitement about the industry in the market today, discuss how it is applied and can be applied, and project how and why the market is likely to grow in the coming years.
•More than x x global vendors offer some level of online analytics products and services, including the top five vendors in terms of revenue—Adobe, Google, IBM, Webtrends, and Yahoo!.
•The online analytics market is poised for growth; the top vendors are well positioned to lead this growth, as well as to continue to introduce innovative products and solutions and increase revenue as the market expands.

Global Marketing Industry

TABLE OF CONTENTS

Executive Summary 4
Market Overview 9
Total Online Analytics Market —
•Analysis of the Online Analytics Market 43
•Trends and Implications 54
•External Challenges: Drivers and Restraints 65
•Forecasts and Trends 79
•Demand Analysis 97
•Segment Analysis 101
•Web Analytics Segment Breakdown 104
•Mobile Web Analytics Segment Breakdown 111
•Online Video Analytics Segment Breakdown 119
•Web Services and Mobile Apps Analytics Segment Breakdown 126
•Social Media Analytics Segment Breakdown 132
•Market Share and Competitive Analysis 142
The Last Word 160
Appendix 164