1. Market Research

Global Web and Mobile Analytics Market

  • August 2014
  • 121 pages
  • Frost & Sullivan
Report ID: 2316121


Table of Contents

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 The traditional modes of measurement, which allow for guesswork, are outdated, and marketers now demand definitive models around metrics that help them identify the perfect digital marketing mix.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.

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