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Global Web and Mobile Analytics Market

  • August 2014
  • -
  • Frost & Sullivan
  • -
  • 121 pages

Mobile Emerges as a Stand-alone Segment; Predictive Analytics is the Secret Sauce for Monetization

Although the global online Web analytics market has long prevailed, the changing dynamics of consumer engagement on the Internet coupled with device proliferation have led to an inflection point. This study discusses these two analytics segments—Web and mobile. The regional forecast spans North America and Latin America; Europe, the Middle East, and Africa; and the Asia-Pacific markets. Market drivers and restraints are ranked and explained. The research also provides forecasts for global and regional revenues as well as a vertical analysis and competitive landscape. The study outlines current distribution channels and analysis of market demand. The base year is 2013 and the study period is from 2013 to 2020.

Key Findings
-Although online analytics platforms have existed for over two decades, an exponential increase in the amount of data generated on the Internet has precipitated an inflection point within the online analytics industry. The traditional modes of measurement, which allow for guesswork, are outdated, and marketers now demand definitive models around metrics that help them identify the perfect digital marketing mix.
-This fundamental paradigm shift has led to a complete overhaul of online analytics, one that emphasizes real-time data used to identify key drivers that impact a given business. Online analytics solutions are realigning value propositions to help marketers determine the return on investment (ROI) from their digital marketing technologies.
-A majority of online analytics use cases target advertising optimization, audience segmentation, shopping cart optimization, home page optimization, and forms regeneration.
-Attribution modeling is a prime focus area for vendors of online analytics, as organizations accept that they need to optimize their online and offline marketing channels and determine accurate budgets across each channel for maximum returns.
-Mobile analytics is a new area of innovation for analytics vendors as a remarkable increase in the usage of mobile devices boosts revenue opportunities, especially for publishers and advertisers. This trend has spawned a new breed of stand-alone mobile analytics solutions for supporting the optimization of mobile applications and services.
-The total Web and mobile analytics market reached $ billion in 2013 revenue and is expected to grow at a compound annual growth rate (CAGR) of % to reach $ billion in 2020.
-Vendors must overcome complexities of multi-channel marketing, attribution, and data siloes to help customers accelerate ROI of their solution.
-A number of organizations are testing the waters, trying to break from their old methods of measurement and embrace newer, more sophisticated analytics solutions capable of analyzing short- and long-term effects of multi-channel marketing across Web, mobile, and social channels.
-The industry is experimenting with newer pricing models and strategies that incorporate online analytics in attempt to maximize profits, sales, and market share.

Table Of Contents

Global Web and Mobile Analytics Market
1. EXECUTIVE SUMMARY

Executive Summary
Key Findings
Market Engineering Measurements
CEO's Perspective

2. MARKET OVERVIEW

Market Overview
Market Overview—Scope
Key Questions this Study will Answer
Frost and Sullivan Digital Media Value Chain Coverage
Market Overview—Online Analytics
Market Overview—Definitions
Market Overview—Frequently Used Terms
Market Overview—Regions Covered
Market Overview—End-user Vertical Definitions
Market Life Cycle Analysis—Assessment Factors
Market Life Cycle Analysis—Web Analytics
Market Life Cycle Analysis—Mobile Analytics

3. DRIVERS AND RESTRAINTS—TOTAL WEB AND MOBILE ANALYTICS MARKET

Drivers and Restraints—Total Web and Mobile Analytics Market
Market Drivers
Drivers Explained
Market Restraints
Restraints Explained

4. FORECASTS AND TRENDS—TOTAL WEB AND MOBILE ANALYTICS MARKET

Forecasts and Trends—Total Web and Mobile Analytics Market
Forecast Assumptions
Revenue Forecast
Revenue Forecast Discussion
Pricing Trends Discussion
Distribution Channels
Distribution Channels Discussion
Percent Revenue Forecast by Region
NALA Revenue Forecast
EMEA Revenue Forecast
APAC Revenue Forecast
Revenue Forecast Discussion by Region

5. APPLICATION VERTICAL ANALYSIS—TOTAL WEB AND MOBILE ANALYTICS MARKET

Application Vertical Analysis—Total Web and Mobile Analytics Market
Percent Revenue Breakdown by Application Vertical Analysis
Application Vertical Analysis Discussion—MandE
Application Vertical Analysis Discussion—Retail
Application Vertical Analysis Discussion—Other Highlights

6. MARKET SHARE AND COMPETITIVE ANALYSIS—TOTAL WEB AND MOBILE ANALYTICS MARKET

Market Share and Competitive Analysis—Total Web and Mobile Analytics Market
Competitive Analysis—Market Share
Competitive Environment
Competitive Landscape
Competitive Factors and Assessment
Market Leader—Adobe
Challenger—Google
Challenger—IBM
Contenders

7. WEB ANALYTICS SEGMENT BREAKDOWN

Web Analytics Segment Breakdown
Key Findings
Market Engineering Measurements
Revenue Forecast
Percent Revenue Forecast by Region
Regional Revenue Forecast
Revenue Forecast Discussion by Region
Market Share
Competitive Environment

8. MOBILE ANALYTICS SEGMENT BREAKDOWN

Mobile Analytics Segment Breakdown
Key Findings
Market Engineering Measurements
Revenue Forecast
Percent Revenue Forecast by Region
Revenue Forecast by Region
Revenue Forecast Discussion by Region
Market Share
Competitive Environment

9. TECHNOLOGY TRENDS

Technology Trends
Technology Trends—Attribution Modeling
Technology Trends—Multi-device, Multi-domain Tracking
Technology Trends—Tag Management

10. MARKET TRENDS

Market Trends
Market Trends—Mobile Advertising and Marketing
Other Market Trends

11. HOT COMPANY WATCHLIST

Hot Company Watchlist
Hot Company Watchlist—Localytics

12. THE LAST WORD

The Last Word
The Last Word—Predictions
The Last Word—Recommendations
Legal Disclaimer

13. APPENDIX

Appendix
Market Engineering Methodology
Market Engineering Measurements
Partial List of Companies Interviewed
List of Companies Included in “Others”
Learn More—Next Steps
List of Exhibits

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