Marketing Analytics Market Report 2025

The marketing analytics market size has grown rapidly in recent years. It will grow from $5.35 billion in 2024 to $6.2 billion in 2025 at a compound annual growth rate (CAGR) of 15.9%. The growth in the historic period can be attributed to increased emphasis on data-driven decision making, rising competition and market saturation, shift towards customer-centric marketing, evolving consumer behavior and digital transformation, demand for measurable ROI and accountability.

The marketing analytics market size is expected to see rapid growth in the next few years. It will grow to $11.53 billion in 2029 at a compound annual growth rate (CAGR) of 16.8%. The growth in the forecast period can be attributed to adoption of advanced analytics techniques, growth of digital marketing channels, focus on personalization and customer experience, expansion of IoT and big data, regulatory compliance and privacy concerns. Major trends in the forecast period include enhanced integration of ai and machine learning, shift towards predictive analytics, emphasis on real-time analytics, rise of customer journey analytics, expansion of cross-channel attribution.

The forecast of 16.8% growth over the next five years reflects a slight reduction of 0.2% from the previous projection. This reduction is primarily due to the impact of tariffs between the US and other countries. Tariffs may increase costs for importing advanced GPU-powered analytics servers, thereby slowing real-time marketing intelligence efforts. The effect will also be felt more widely due to reciprocal tariffs and the negative effect on the global economy and trade due to increased trade tensions and restrictions.

The marketing analytics market is anticipated to experience growth, driven by the expanding landscape of e-commerce and online retailing. E-commerce and online retailing involve the buying and selling of goods and services over the Internet, fueled by increased internet penetration, convenience, and evolving consumer shopping preferences. Leveraging marketing analytics, e-commerce and online retailing entities analyze consumer behavior, optimize digital advertising strategies, and enhance personalized customer experiences for more effective targeting and engagement. According to the United States Census Bureau, total e-commerce sales reached $1.11 trillion in 2023, marking a 7.6% increase from 2022. Therefore, the growth of e-commerce and online retailing is a key driver behind the expansion of the marketing analytics market.

Leading companies in the marketing analytics market are actively developing advanced solutions to boost data-driven decision-making and optimize marketing strategies. Analytic Edge, a Singapore-based marketing analytics solution provider, introduced Analytic Edge Qube in January 2024. This Software as a Service (SaaS) platform integrates various solutions, including demand drivers for continuous marketing mix modeling (MMM), SynTest for AI-driven test and learn, PriceSense for pricing and promotion analytics, and PowerView for visualization of analytics. Analytic Edge Qube equips marketers with scalable and accessible tools for streamlined data analysis, enhancing marketing analytics efficiency and insights. The platform's highly automated, user-friendly, and no-code interfaces allow companies and brands to internalize marketing analytics without the need for in-house data scientists or statistics experts.

In September 2023, Spaulding Ridge, a US-based cloud advisory and implementation company, successfully acquired Solistic Decision Sciences for an undisclosed amount. This strategic acquisition has strengthened Spaulding Ridge's capabilities in utilizing top-of-the-funnel marketing intelligence to drive customer insights and actions, particularly in salesforce data cloud and marketing cloud offerings. Solistic Decision Sciences, the acquired company, is a US-based marketing analytics and data cloud specialist, focusing on data-informed marketing intelligence.

Major companies operating in the marketing analytics market are Alphabet Inc., Microsoft Corporation, International Business Machines Corporation (IBM), Oracle Corporation, SAP SE, Salesforce Inc., Adobe Inc., Nielsen Holdings plc, SAS Institute Inc., Teradata Corporation, HubSpot Inc., Pegasystems Inc., Neustar Inc., Mailchimp, Zoho Corporation, Hootsuite Inc., SEMrush Inc., Sprout Social Inc., Brandwatch, Iterable Inc., GoodData, CallRail, Acoustic, Mixpanel Inc., CleverTap.

North America was the largest region in the marketing analytics market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the marketing analytics market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the marketing analytics market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The marketing analytics market includes revenues earned by entities by providing services such as data collection services, reporting and visualization services, managed analytics services, and data integration services. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report’s Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

The rapid surge in U.S. tariffs and the resulting trade tensions in spring 2025 are heavily affecting the media sector, particularly in areas such as content creation, broadcasting, and digital streaming. Increased tariffs on imported audiovisual gear, editing tools, and broadcasting technologies have driven up both production and operational costs for media companies. Film and TV studios are incurring higher expenses for sourcing foreign-made cameras, lighting, and post-production equipment, while news and broadcast outlets are facing steeper costs for satellite services and transmission hardware. Additionally, retaliatory tariffs imposed by other countries are hindering the export of U.S.-based media content, curbing international revenue growth. To navigate these challenges, media firms are increasingly sourcing domestically, accelerating digital transformation, and adopting AI-powered production tools to reduce costs and sustain their global competitiveness amid ongoing trade disruptions.

The marketing analytics research report is one of a series of new reports that provides marketing analytics market statistics, including the marketing analytics industry's global market size, regional shares, competitors with a marketing analytics market share, detailed marketing analytics market segments, market trends and opportunities, and any further data you may need to thrive in the marketing analytics industry. This carbon marketing analytics market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

Marketing analytics is the systematic approach of measuring, managing, and analyzing marketing performance to optimize the efficacy and efficiency of marketing campaigns and activities. It encompasses a range of quantitative and qualitative techniques aimed at evaluating marketing campaigns, channels, and strategies. Key areas of focus within marketing analytics include customer segmentation, attribution modeling, campaign tracking, website analytics, social media analysis, and predictive modeling. The goal is to derive actionable insights that enable data-driven decision-making and enhance overall marketing effectiveness.

The primary deployment types for marketing analytics are cloud and on-premises. Cloud-based deployment entails hosting and accessing marketing data and tools on remote servers, facilitating scalable and collaborative analysis for more efficient real-time decision-making. Applications of cloud-based marketing analytics include online marketing, content marketing, email marketing, and others, catering to end-users such as retail and consumer goods, banking, financial services, and insurance (BFSI), healthcare, media and communication, industrial sectors, among others.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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