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The web analytics market is encountering dynamic movements and outstanding patterns that are reshaping the scene of computerized examination. As organizations progressively perceive the significance of information driven direction, the interest in web examination arrangements has flooded. One unmistakable pattern is the developing reception of cutting-edge examination apparatuses that go past conventional measurements. Organizations are currently utilizing AI and computerized reasoning to acquire further bits of knowledge into client conduct, empowering them to go with additional educated vital choices.
One more huge pattern in the market is the accentuation on client security and information assurance. With the execution of stricter guidelines, for example, GDPR and CCPA, organizations are focusing on instruments and procedures that guarantee consistence with these norms. Subsequently, there is a rising interest in examination arrangements that offer powerful security includes and empower associations to gather and break down information while regarding client assent and protection inclinations. The shift towards ongoing examination is likewise an eminent market pattern.
Organizations are progressively looking for moment bits of knowledge to answer rapidly to changing economic situations and client conduct. Constant examination permits associations to adjust their methodologies on the fly, enhance client encounters, and address issues speedily. This pattern is especially obvious in ventures where fast navigation is basic, like online business and internet promoting. The joining of cross-channel investigation is picking up speed as organizations expect to comprehend the all-encompassing client venture across different touchpoints. With buyers collaborating with brands through numerous channels, including sites, portable applications, virtual entertainment, and disconnected channels, there is a developing requirement for examination arrangements that give a brought together perspective on client conduct across these channels. This pattern is driven by the craving to make a consistent and customized client experience.
The ascent of portable examination is one more key pattern in the web analytics market. As mobile use keeps on overwhelming, organizations are zeroing in on grasping client conduct on versatile stages. Versatile examination instruments offer bits of knowledge into application use, client commitment, and transformation rates on cell phones, permitting organizations to fit their procedures to the inclinations and propensities for portable clients. ML and AI are assuming an undeniably significant part in Web Analytics. These advancements empower computerized investigation of huge measures of information, revealing examples and patterns that would be trying to physically recognize.
Artificial intelligence-controlled examination devices are being utilized for prescient investigation, empowering organizations to expect client conduct and patterns, at last improving their essential dynamic cycles. The interest for adjustable and easy to understand investigation arrangements is on the ascent. Organizations are looking for stages that can be effectively customized to their particular requirements and inclinations. This pattern is driving advancement in the improvement of natural dashboards, adjustable reports, and easy to use interfaces, making it more straightforward for non-specialized clients to get bits of knowledge from examination information. Cooperative investigation is arising as a pattern that cultivates collaboration and information driven decision-production inside associations.
Organizations are perceiving the benefit of separating storehouses and advancing cooperation among various divisions. Cooperative examination apparatuses empower groups to share experiences, team up on information investigation, and on the whole drive business results. The market is seeing expanded rivalry, prompting a different scope of contributions from merchants. Thus, organizations have the chance to browse various arrangements that take care of their particular necessities and financial plans. This serious scene is driving merchants to constantly improve and upgrade their contributions, prompting the fast development of web analytics innovation.
Web Analytics Market Highlights:
Web Analytics Market Overview
The Web Analytics market size is projected to grow from USD 16.72 billion in 2024 to USD 18.39 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 17.6% during the forecast period (2024 - 2032). Additionally, the market size for Web Analytics was valued at USD 5.48 billion in 2023.
High penetration of smartphones and increasing access to websites using smartphone are key factors driving the web analytics industry growth. The flow growth in aligning organizational core work with business objectives and rising awareness regarding the effective utilization of vast chunks of unorganized data are some other factors expected to boost the web analytics market share.
Figure 1: Web Analytics Market, 2018 - 2032 (USD Billion)
Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review
Web Analytics Market Trends
Rise in adoption of automation technologies in marketing to drive market growth
Social web tools, such as TweetDeck and Hootsuite, were launched by innovative entrepreneurs to help businesses handle the complex and large volume of data through dashboards. This provided an immense scope for automation in marketing, which in turn is expected to drive the growth of the market in the coming years. Marketing automation solutions track users' online buying patterns and browsing behavior anonymously, and focuses on workflows of digital operations to strengthen communication between marketing and sales. This in turn is expected to boost the growth of the web analytics market share during the forecast period.
Mobile web analytics is a growing market trend and is expected to witness high adoption in the coming years. This is attributed to rise in penetration of mobile devices that generate tremendous amount of data related to web and demographics It also helps determine important aspects of the website that drive mobile traffic and mobile marketing campaigns for the business. These marketing campaigns include mobile advertising, text campaigns, mobile search marketing, and desktop promotion of mobile sites and services. Therefore, increase in the demand for mobile analytics is expected to drive the market revenue growth.
Web Analytics Market Segment Insights
Web Analytics Application Insights
The web analytics market segmentation, based on application, includes social media management, and display advertising optimization. The social media management segment held the majority share in 2021 contribution to around ~65-67% in respect to the web analytics market revenue. Social Media Management is the process of managing your online presence on Social Media platforms like Facebook, Instagram, and Twitter by creating, publishing, and analyzing content you post. Social Media Management also includes engaging and interacting with Social Media users.
On the other hand, display advertising optimization is a form of advertising that passes a commercial message visually using logos, animations, text, videos, photographs, or other graphics. Display advertisers frequently target users with traits to increase the ads’ effect.
Web Analytics Vertical Insights
The web analytics market segmentation, based on vertical, includes retail, manufacturing, information technology, BFSI, healthcare, and transportation & logistics. The retail segment dominated the market in 2021 and is projected to be the faster-growing segment during the forecast period, 2022-2030. The Retail Market has gone through an extreme change from physical stores to online sales platforms. With the latest or modern advancement of the internet and the freedom to access it from anywhere, brick-and-mortar stores have turned into digital retailers, and a new breed of e-retailers has emerged. This new e-retailing option provides users access to a kind of virtual mall, at their fingertips. This wide digitization craving retailing sectors to reach out to mass audiences and customers and provide access to products and brands worldwide.
Web Analytics Deployment Insights
The web analytics market data has been bifurcated by deployment into on-cloud, and on-premise. The on-premise segment dominated the market in 2021 and is projected to be the faster-growing segment during the forecast period, 2022-2030 owing to the wide adoption of the types for various applications especially online advertising and online fraud detection purposes across industries.
Figure 2: Web Analytics Market, by Component, 2022 & 2032 (USD billion)
Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review
Web Analytics Service Insights
Based on service, the web analytics industry has been segmented into professional service and managed service. Professional service held the largest segment share in 2021 owing to rising investment for enhancement of web content traffic from business and market research organizations.
Web Analytics Solution Insights
Based on solution, the web analytics industry has been segmented into search engine tracking & ranking and heat map analytics. Search engine tracking & ranking held the largest segment share in 2021. Rank tracking is the practice of tracking where URLs rank on the search engine results pages for select keywords. The URLs are tracked over time in order to detect trends and to see the impact of SEO optimization. Marketing automation is a type of software that allows companies to effectively target customers with automated marketing messages across channels including email, websites, social media, and text messages to generate sales leads.
Web Analytics Regional Insights
By Region, the study provides market insights into North America, Europe, Asia-Pacific, and the Rest of the World. The North American web analytics market is anticipated to expand at a significant CAGR during the study period, accounting for USD 1.68 billion in 2021. North America is projected to dominate the market in the coming years owing to the wide adoption of advanced and latest technology among various organizations to enhance their websites publishing about services and products. The presence of key players especially in the US acts as a key driving factor for the market growth in the region. The region has witnessed favorable conditions for market growth due to the implementation of data management technologies, government regulations, established player presence, and interest from enterprises to apply ML and BI solutions. Leading technology players such as Google, AWS, Salesforce, Microsoft, and IBM have been investing significantly in R&D activities for developing new AI-based solutions. These companies target higher revenue due to the increasing competition across North America. Apart from these established players, startups also receive funding from various bodies for their innovative ideas and products.
Moreover, the major countries covered in the market report include the United States, Germany, Canada, France, the United Kingdom, Italy, Spain, India, Japan, Australia, China, South Korea, and Brazil.
Figure 3: WEB ANALYTICS MARKET SHARE BY REGION 2022 (%)
Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review
The European web analytics market is the world's second-largest owing to the rise in adopting cloud and IoT technologies and high rate of implementation of the analytics solutions as the IT infrastructure in this region is well developed. Elements like the strong presence of major web analytics providers and well-established technology development centers drive the market growth. Moreover, the region's increasing investments in AI and machine learning are integral to future marketing automation products. Companies like Amazon and Apple leverage artificial intelligence to conduct voice-based marketing through devices like Alexa and Siri. This is further expected to enhance the development of the market. Further, the German web analytics market held the largest market share, and the France web analytics market was the fastest-growing market in the European region.
The Asia Pacific web analytics market is expected to grow at the fastest rate of CAGR during the forecast period. This is because of the increasing number of analytics outsourcing activities and increased adoption of analytics solutions by the various end user industries. Moreover, increasing marketing services and social media presence in this region is a key driver for the regional market growth. Besides, some of the significant factors, such as the growing adoption of SaaS cloud services, increasing demand for data integration services, and expanding 5G network coverage, are estimated to provide a massive scope for the market studied in the region. Furthermore, China’s web analytics market held the largest market share, and the Indian web analytics market was the fastest-growing market in the Asia-Pacific region.
Web Analytics Key Market Players & Competitive Insights
The market is mildly concentrated, with many industry players working within national and international boundaries. Some of the key players competing in the web analytics market include Google Analytics, Omniture Inc, Webtrends Corp., and Yahoo Analytics. These major companies are actively engaged in various market strategies including mergers, product launches, and expansion of production units to diversify their business operation and increase their existing consumer base.
Google Analytics is aimed at marketers as opposed to technologists and webmasters who were initially targeted by the web analytics industry. It generates detailed website traffic statistics. It also determines the source of the traffic by tracking visitors from all referrers including direct visits, search engines, social networks, and other sources. Additionally, it also helps to measures conversions and sales.
Key Companies in the web analytics market include
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Adobe Systems Inc (US)
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AT Internet (France)
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Google (US)
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IBM Corporation (US)
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Microsoft Corporation (US)
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MicroStrategy Incorporated (US)
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SAS Institute Inc (US)
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Splunk Inc (US)
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Tableau Software (US)
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Hotjar Ltd (Malta)
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Yahoo Inc (US)
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SimilarWeb Ltd (US)
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Mixpanel (US)
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Netbiscuits (Germany)
Web Analytics Industry Developments
January 2022:- The IBM Institute for Business Value, in association with the National Retail Federation, the world’s biggest retail trade association, released their second study, “Consumers want it all,” which reveals increasing consumer preferences for sustainability and shopping journeys splintered across multiple digital, physical, and mobile touchpoints.
November 2021:- Tableau Software announced the release of new and future innovations across its data analytics and business intelligence portfolio.
March 2021:- Piano, the subscription commerce & customer experience platform, announced today it has joined forces with AT Internet, a France-based leader in digital analytics and contextual data.
Web Analytics Market Segmentation
Web Analytics Application Outlook
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Social Media Management
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Display Advertising Optimization
Web Analytics Vertical Outlook
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Retail
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Manufacturing
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Information Technology
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BFSI
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Healthcare
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Transportation & Logistics
Web Analytics Deployment Outlook
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On-cloud
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On-premise
Web Analytics Service Outlook
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Professional Service
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Managed Service
Web Analytics Solution Outlook
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Search Engine Tracking & Ranking
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Heat Map Analytics
Web Analytics Regional Outlook
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North America
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US
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Canada
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Europe
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Germany
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France
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UK
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Italy
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Spain
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Rest of Europe
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Asia-Pacific
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China
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Japan
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India
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Australia
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South Korea
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Australia
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Rest of Asia-Pacific
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Rest of the World
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Middle East
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Africa
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Latin America
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