Marketing Analytics Software Market Share, Size, Trends, Industry Analysis Report
By Deployment (Cloud, On-Premises); By Application; By Industry Vertical; By Region; Segment Forecast, 2025 - 2034
- Published Date:Sep-2025
- Pages: 113
- Format: PDF
- Report ID: PM2108
- Base Year: 2024
- Historical Data: 2020-2023
The global marketing analytics software market size was valued at USD 4.95 billion in 2024, growing at a CAGR of 16.4% from 2025–2034. The growth of this industry is driven by the continuous need for innovations in the field of analytics software to improve the product offering, coupled with the increasing marketing budgets for an adequate Return on Investment (ROI) among enterprises.
Key Insights
- In 2024, the social media segment accounted for the largest share globally. This is due to the extensive adoption of social media marketing analytics software in business organizations.
- The consumer goods segment is expected to witness the fastest growth during the forecast period. This is due to the escalating demand among consumer goods manufacturers for product positioning and productivity.
- In 2024, North America dominated the global industry due to the rise in the presence of the e-commerce ecosystem in the region, which provides promoters the opportunity to evaluate the data created by e-commerce sales
- Asia Pacific is expected to witness the fastest growth during the forecast period. This is due to the increased adoption of technologies, such as IoT, AI, and cloud computing, which enable effective management of connected devices.
Industry Dynamics
- Innovations in AI-powered predictive analytics automate complex tasks and provide deep consumer insights. This enables the creation of compelling and valuable business solutions, as well as powerful software solutions to upgrade and adopt newer tools.
- A user-friendly marketing analytics software enables marketing teams with technical knowledge to generate actionable insights and make informed decisions independently. This is due to shortage of skilled data analysts.
- The phase-out of third-party cookies and the rise in data privacy regulations restrict the collection of data. This makes it challenging for tools to deliver minor consumer insights.
- Generative AI integration with marketing analytics tools automates analysis and creates insights in a simple format by transforming data for non-experts, thereby expanding the user base.
Market Statistics
- 2024 Market Size: USD 4.95 billion
- 2034 Projected Market Size: USD 22.43 billion
- CAGR (2025-2034): 16.4%
- North America: Largest market in 2024
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AI Impact on Marketing Analytics Software Market
- AI integration in marketing analytics software help to identify trends, correlations, and meaningful insights.
- AI in marketing analytics software predict future customer behaviour.
- AI translate complex, complicated, or difficult data. This helps in faster decision-making.
- AI also helps in creating personalized content.
These are the tools that collect and analyze data of marketing campaigns for their effectiveness and to optimize ROI. The rising adoption of cloud technology and big data in analytics software, along with large-scale investment by several organizations for modernizing and simplifying marketing analytics software campaigns to keep the customers informed, further expands the implementation of marketing analytics software market globally.
The marketing analytics software help industry players align their business strategies with current and future trends. It examines technological advances and breakthroughs in the industry and their impact on the market presence. Furthermore, marketing analytics software is becoming a general standard to improve marketing efforts across each industry these days. Providing a range of tools for analyzing, measuring, and managing performance with the help of more significant insights grew from consumer behavior. Marketing analytics software has shown its ability to augment returns and refine marketing activities' efficiency, which has further impacted the global growth.
Industry Dynamics
Growth Drivers
The rise in the proliferation of social media platforms has created a significant growth prospect for industry players. Instagram and Facebook are two of the most utilized social media platforms globally that creates a new channel to advertise their products in the analytics software systems industry. Nowadays, social media platforms collect a vast number of consumers data, such as audience demographics and demands, which can be efficiently employed to recognize consumer buying preferences and deliver products, services, and solutions as per their needs.
Several SMEs like Zulily, LLC, RealEats, and large organizations including Subway IP LLC and TGI Fridays Franchisor, LLC have utilized marketing analytics software solutions, which have facilitated the companies to promote their product offerings and enhance business operations. Additionally, the rise in the number of social media users has been expanding significantly. Therefore, several companies extremely involved in analytics through marketing analytics software platforms are enhancing their product offerings and improving business operations.
A January 2022 UNESCo report stated that there were 4.62 billion social media users globally, equivalent to 58.4% of the world’s total population. This accelerating number of social media users on the back of the digital transformation strategies has forced enterprises to replace conventional marketing analytics software solutions. Thus, global companies are looking forward to integrating social media analytics and playing a critical role in changing the dynamics of the marketing analytics software market during the forecast period.
How is Omnichannel Integration Changing the Landscape of the Marketing Analytics Software Market?
Omnichannel integration involves synchronizing customer interactions across different platforms, including websites, social media platforms, mobile apps, and physical stores. This approach creates a seamless customer experience by enabling businesses to enhance customer experience, boost return on investment (ROI), and increase revenue. Omnichannel integration assists businesses in providing consistent messaging and services across all touchpoints. Therefore, companies can improve customer loyalty. Such benefits contribute to the adoption of marketing analytics software supported by omnichannel strategies.
The integration of advanced omnichannel strategies facilitates key developments in marketing analytics software. These developments are used to integrate data from multiple channels to gain a comprehensive view of customer behavior. AI and machine learning (ML) are being incorporated into analytics systems to handle complex data and provide real-time insights. Further, there is a rising focus on real-time analytics capabilities in marketing software due to the increasing need for timely decision-making. Investment in Customer Data Platforms (CDPs) is becoming essential to collect and unify customer data across different touchpoints. It enables more effective marketing strategies. These trends indicate a surging shift toward sophisticated, data-driven marketing approaches, which is driving the evolution of the marketing analytics software industry.
Report Segmentation
The report is primarily segmented on the basis of deployment, application, industry vertical, and region.
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By Application |
By Industry Vertical |
By Region |
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Segmental Analysis
Application Analysis
Based on the application segment, the social media segment is expected to account for the largest share globally in 2024. The is due to the extensive adoption of social media marketing analytics software in business organizations. It facilitates marketing analytics software teams to enhance customer relations and scrutinize competition more efficiently by examining customer engagement trends meticulously. These factors positively influence the marketing analytics software market growth fortune.
The e-mail marketing analytics software segment further accounted for the significant share during the forecast period, and hence, is witnessing considerable growth throughout the world. This can be recognized to factors, such as the growing effectiveness in reaching more individuals directly and the capability to form greater relations.
Industry Vertical Analysis
The consumer goods segment is expected to witness large revenue in the global industry during the forecast period, owing to the escalating demand among consumer goods manufacturers to identify and foresee consumer behavioral developments and product positioning productivity. Further, marketing analytics software is gaining wide popularity in the consumer goods sector on the back of these companies to generate a massive amount of data, which is then analyzed to evaluate the productivity of marketing analytics software campaigns. This, in turn, is expected to gain a significant profit share that accelerates the global growth.
The media & communication segment is expected to witness a significant share in terms of revenue during the forecast period, owing to the rising adoption of connected devices and smart ecosystems, which has resulted in the development of a demanding huge customer base. In the media & entertainment sector, promoters must interpret the nature of audience interaction, which is projected to impel the segment growth over the foreseen period.
Regional Analysis
North America Marketing Analytics Software Market Assessment
Geographically, North America dominated the global industry in 2024 and accounted for the largest share in terms of revenue due to the surge in trend of high social media utilization and accessibility of high-momentum internet services in the region. Additionally, the rise in the presence of the e-commerce ecosystem in the region delivers promoters the prospect to evaluate the data created by e-commerce sales, thus presenting greater insights concerning consumer buying preferences, which facilitates the design of economic marketing analytics software strategies. This, in turn, is expected to expand the growth at a rapid pace considering the global scenario.
U.S. and Canada are further estimated to register the high proliferation of advanced technologies, such as natural language processing, machine learning, and AI, coupled with the increased number of initiatives and partnership agreements that will prolong the application and usage of such software to engage in marketing and advertising across these countries. As a result,in June 2023, in4mation insights LLC and The Hershey Company collaborated on media mix modeling & optimization tools and services, which is expected to boost the region’s growth.
Asia Pacific Marketing Analytics Software Market Insights
Asia Pacific is expected to witness highest CAGR during the forecast period. The demand for marketing analytics software in the region is attributed to an increase over the forecast period, owing to the rising utilization of technologies, including IoT, AI, and cloud computing, to effectively manage connected devices, coupled with the rapid advent of digital government initiatives. A June 2024 report from IBEF stated that across the APAC region, technology spending is expected to witness a CAGR of 6.4% to 7.4% annually from 2024 to 2027, reaching USD 876 billion by 2027. As a result, marketing analytics software has gained immense acceptance, which, in turn, the industry is gaining significant prominence worldwide.
Key Players & Competitive Analysis Report
The marketing analytics software marketplace is very competitive that is driven by the importance of data-driven business insights. Most of vendor's strategies for success are focused on product advancements in technology, primarily using AI and machine learning to create predictive analytics and automating insights. A large potential revenue market exists in providing solutions to small and medium-sized businesses (SMBs), a developing segment that seeks more accessible and sustainable solutions. Vendors' development strategy is expected to be influenced by industry trends that like the deprecation of third-party tracking cookies that forces vendors to innovate to survive in a privacy-first world. Ultimately, having a successful competitive position is predicated on having superior products and creating a good partner & customer ecosystem that maximizes continuous value chain for clients.
Some of the Major Players operating globally include Accenture, Adobe, Experian Information Solutions, Inc., Funnel.io, Google Marketing Platform, Harte Hanks, IBM, Oracle, Pegasystems Inc., RTB Digital Media Corporation, SAS Institute Inc., TABLEAU SOFTWARE, LLC, Teradata, and Wipro Limited.
Industry Developments
March 2025: Adobe launched its strategy and product offerings for agentic AI. Innovating marketing and customer experience platform, Adobe Experience Platform (AEP), with built-in agent functionality that makes it easy for marketers to utilize it for optimizing websites and handling repetitive content production tasks.
December 2024: Google launched the new Google Ads integration with Microsoft Clarity. This integration connects Google Ads performance metrics with Clarity’s behavioral insights, offering a comprehensive way to analyze and optimize advertising campaigns.
Marketing Analytics Software Market Report Scope
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Report Attributes |
Details |
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Market size value in 2024 |
USD 4.95 billion |
| Market size value in 2025 | USD 5.74 billion |
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Revenue forecast in 2034 |
USD 22.43 billion |
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CAGR |
16.4% from 2025 - 2034 |
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Base year |
2024 |
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Historical data |
2020 - 2023 |
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Forecast period |
2025 - 2034 |
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Quantitative units |
Revenue in USD billion and CAGR from 2025 - 2034 |
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Segments covered |
By Deployment, By Application, By Industry Vertical, By Region |
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Regional scope |
North America, Europe, Asia Pacific, Latin America, Middle East & Africa |
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Key Companies |
Accenture, Adobe, Experian Information Solutions, Inc., Funnel.io, Google Marketing Platform, Harte Hanks, IBM, Oracle, Pegasystems Inc., RTB Digital Media Corporation, SAS Institute Inc., TABLEAU SOFTWARE, LLC, Teradata, and Wipro Limited |
We strive to offer our clients the finest in market research with the most reliable and accurate research findings. We use industry-standard methodologies to offer a comprehensive and authentic analysis of the Marketing Analytics Software Market. Besides, we have stringent data-quality checks in place to enable data-driven decision-making for you.
FAQ's
• The global market size was valued at USD 4.95 billion in 2024 and is projected to grow to USD 22.43 billion by 2034.
• The global market is projected to register a CAGR of 16.4% during the forecast period.
• North America dominated the global market share in 2024.
• A few key players are Accenture, Adobe, Experian Information Solutions, Inc., Funnel.io, Google Marketing Platform, Harte Hanks, IBM, Oracle, Pegasystems Inc., RTB Digital Media Corporation, SAS Institute Inc., TABLEAU SOFTWARE, LLC, Teradata, and Wipro Limited.
• In 2024, the social media segment accounted for the largest share globally.
• The consumer goods segment is expected to witness the fastest growth during the forecast period.
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